Closet Companies Target Millennials and Baby-Boomers

May 11th, 2021 by

There is no question that closet companies need to target Millennial; and Baby-Boomers in their marketing strategies.  After a year of staying home, the necessity for closet make-overs and upgrades has become incredibly apparent.

Recently the Pittsburgh Tribune-Review delved into the different options in terms of space allocation in the home.

While younger home-hunters are more interested in design and open-space concepts, the more mature buyer is interested in where the closets go and how the space can best be used.

It’s not just the square footage devoted to closets. It’s also the way the closets are set up. Buyers want closets that are multi-layered for hanging, shelving that make sense, as well as drawers or armoires to hold folded shirts or sweaters.

Separate His and Hers?

What about separate his and her closets? What about a closet devoted to the organization & storage of odd-shaped holiday/seasonal decorating material?

Closet space has come a long way from the days when a male homeowner used to own 3 suits, a raincoat a four pair of shoes. (Thank you Bob Karlovits – I borrowed that sentence in its entirety)

Many people now have closets the size of small bedrooms. I have friends whose closets are so beautiful that I want to live in them. And, no matter how much stuff I give away, it seems that my closest are always bursting. I guess I keep bringing in more “stuff”. It’s all about using space wisely….and that becomes a matter of choice.

There are so many companies offering closet solutions. As a consumer, I guess I can go to google and see which one pops up on top. But if I were a Closet Company, I’d be reaching out to homeowners like me, who are their most likely home improvement marketing prospects. I would also be thinking new homeowners – especially those who purchased resales.

Target Millennials and Baby Boomers

Bottom line – Closet companies need to focus their home improvement marketing efforts on Baby Boomers and Millennials, since research shows they are the ones who are looking for premium closet space. These cohorts will either renovate their existing closets or homes to accommodate this need – or move.

And, they need to get the message right. Appeal to organization, maximizing space, options, options, options and personalization.  Add a good offer and people will react.

Direct mail offers closet companies the most cost effective way to target millennials and baby boomers.  They do this by selecting lists of homeowners in their area by age, home value, square footage, as well as either discretionary income or modeled credit.

After all, we want to make sure that the prospects not only want upgraded closet space but can afford it!