Boomers and the 65+ view finances completely different.

Is the mature market financially sound going in to retirement?Only about 40% of boomers have managed to save $100,000 or more, and hardly anyone is maxing out a 401(k) plan.

Source: Dan Kadlec, Boomers: How to age gracefully, CNNMoney.com

In my 15+ years of dealing with the 65+ market, once they are retired, the only “pocket” they will ever pull money from for “daily expenses” is social security. This is one of the reasons less than 3% of the age and income qualified mature market ever makes the move to a retirement community. The value of the home and income-earning assets is viewed as “untouchable.” Understanding their financial mindset is essential to commercial success regardless of what you are selling.