When it comes to selling long term care insurance, there is no longer one way to market and sell policies. You’ll want to take very different approaches when working with clients in their 40s versus those in their late 60s.

As recently as 2000, the average purchaser of long term care insurance was 67 years old. In 2007, according to the annual LTCi Sourcebook, published by the American Association for Long-Term Care Insurance (AALTCI), the average age was down to 58. But these averages tell only a blended story – according to a recent study of purchasing ages by the association, for individual policies, some 26 percent of buyers were between the ages of 45 and 54. About half of the buyers were ages 55 to 64, and just 17 percent were 65 or older. Very clearly, the marketplace is broadening, and so must your approaches.