When "Builder" magazine undertook a recent article about what needs to be done to thaw the 55-plus home buying market, they knew who to turn to.

The staff at the international magazine for the home building industry knew that one company, Traditions of America, was gaining increasing renown for its ability to attract buyers, even in the toughest market.

So it's no surprise that writer Teresa Burney reached out to Traditions of America managing director, Tim McCarthy, and used his company's success to educate other builders.

What is McCarthy's secret to reaching more buyers than his competition? He takes them to lunch. And as he told Burney, there's nothing relaxing about the process.

"I always like to interact with our prospective buyers," McCarthy said, "but these aren't casual lunches."

Prospective buyers dig deep into the details, insisting on evidence of the company's stability, and wanting to know why they should consider one of McCarthy's homes over the multitude of other options.

Buyers know that these are challenging times, and share their concerns with McCarthy.

"These are people loaded with experience. Many are at the peak of their careers. So they are savvy consumers, but they are also cautious," McCarthy said.

Most have seen their assets significantly diminished in the stock market, or even in their current home, and they want to know that if they choose to buy, someone will be looking out for their best interests, and seeking to reduce their risks.

In the end, they buy. They buy because they have confidence in the company, and they know it's not another builder ready to pull up stakes. They buy because the company not only listens to and hears their concerns, but because it systematically addresses those concerns.

And they buy because Traditions of America offers programs and processes that make the transaction risk free.

For McCarthy, the numbers remind him that all is well, and their approach is working. The fall season was tremendously successful for the company, with 63 homes sold in just three months.

These difficult lunches are about much more than what McCarthy shares. They're also about what he learns.

From these types of lunches came the inspiration for the company's realty services, which assist buyers with the sale of their current home, offer price protection, and allow customers to be guaranteed that they won't be caught paying two mortgages while waiting for their current home to sell.

Along with a handful of other attractive incentives, the programs have been immensely popular. Seventy-five percent of Traditions of America buyers are now using these programs which saves them money and eliminates any risk.

Tough questions aren't the only constant when McCarthy's potential buyers join him for lunch.

"I can look them in the eye and tell them, 'there's never been a better time to buy a Traditions of America home,'" McCarthy said. "And they know they can trust me on that."