Don't Forget the Mother Market - Real Estate and Technology News for Agents, Broker

Don't Forget the Mother Market

The latest American Workplace Insights survey conducted by Harris Interactive on behalf of Adecco Staffing U.S. shows that one-third of working mothers in America today are the sole breadwinners of their household.

The majority of mothers, 74%, all agree that they have different aspirations for their children's career paths, with hopes they'll follow one different than they had. Other key findings:

Almost half (47%) need assistance with raising their children, using a spouse, family member or friend, or a nanny or daycare service.
More than half (56%) think mothers make the best bosses, yet only 42% would prefer having their own mother as a boss, over their fathers.
While more than a fifth (21%) of all working parents in the Northeast indicated that their spouse or significant other resents that they make more money than they do, less than half that number (only 7%) of mothers in the West say their spouse or significant other feels resentful of them.

By offering the options to work flex time and/or from home and providing leadership incentives, employers can reduce workplace stress for mothers as well as help them to work more effectively.

These points are good to consider when thinking about targeting working mothers as a market.

Don't waste their time. Remember, they're busy. Get to the point in your email blasts and in other marketing offers.
Offer help. They need help and value special offers, discounts and solutions that will make their lives less complicated.
Remember not all mothers are alike. Everyone has different needs so keep it in mind when following up on valuable leads. Listen to your client and treat them with respect.

Read more about the findings from the American Workplace Insights survey in the official press release.

working mother, courtesy She Knows Parenting