The Unique Challenges (and Infinite Rewards) of Marketing Senior Living

The Unique Challenges (and Infinite Rewards) of Marketing Senior Living

As marketing and public relations professionals in the senior housing niche, we at IVY are intimately aware of the unique challenges and rewards of the journey from individual homeownership to retirement community living.

Not only have we nearly 30 years of experience crafting the right messages and communications for those seniors and their loved ones contemplating a move to a senior living environment, we have personal and very deeply felt connections to this life transition in our own families.

Choice or Necessity?
What are the “right messages” for this monumental decision? Let’s start by saying that sometimes it’s not a decision at all. All too often, people are forced into a situation that requires care beyond what they or their family can provide, and they must “go somewhere” on a dime. In such cases, the sales cycle is short, and decisions are based principally on price and proximity to the primary family care taker.

A move to community senior living, however, should not be a dire necessity. This is not how our clients wish to welcome new residents. Still, that predicament is likely and understandable, as many of us are hesitant to move from the perceived independence associated with managing our own homes unless we have to.

The Beautiful Truth
Indeed, while senior living has evolved dramatically over the past decade, much slower to change is the perception by the aging population of their options. It’s extremely difficult to get past seniors’ preconceived notions of what “those places” are like and share the reality of the vibrant, engaging, carefree lifestyle that awaits them.

But share we must. The absolute truth is that our retirement community clients offer opportunities and freedom that older adults never dared imagine. The messages we help our clients to convey are, quite simply, that a senior living environment is an optimal choice.

Today’s senior living communities are stunning – not only in their physical accommodations, but in all they have to offer their residents – endless possibilities they would never have had the chance or inclination to experience before, and the liberty to pursue them without the burdens of managing a household.

Friendships blossom and flourish in senior living communities; loneliness and depression fade like the stress and fear associated with the move in the first place.

The Obstacles
Undeniably, fear and stress are realities for most people contemplating a move to a retirement community. For most potential buyers of senior housing, the move signals that they are aging, an acknowledgment few relish. It is also one of the most expensive decisions to make and has a sense of finality to it, because many assume that a senior community is the last place they will ever live.

This is not something we or our clients try to downplay or disguise. We know that effective marketing for senior living must include honest addressing of prospects’ concerns as well as profound understanding of just how different this industry is from others. Rarely is an offering as life-altering as senior housing, and most markets are not subjected to such intellectual or emotional disconnect.

Bridging the head and heart can take a very long time for independent living accommodations where residents do not need assisted or skilled care. It also takes many visits, calls and assurances from a trusted source, usually the sales person, as well as other residents to close the deal. It is not uncommon for there to be 12-14 interactions with a potential resident prior to making the sale of an independent senior living residence. Once the decision to buy into or rent at an independent senior living community is made, it becomes a logical, well-planned transition without the emotional acceptance.

Sharing the Truth
We are as excited to tell everyone about our clients’ amazing communities as they are!

Strong is the bond we have with our clients in senior housing, and great are its rewards. Our team has true partnerships with those we serve, bringing talent, skill and the latest trends and technology to the table as well as regular presence in their communities (telling the wonderful stories of both staff and residents), constant encouragement and enthusiasm, and in-depth knowledge of the exceptionally unique process of marketing senior living.

Our niche expertise in senior housing helps guide the lengthy process of making sales, all the while ensuring that messaging is relevant, useful and consistent. Our experience in the market also helps new clients determine their brand positioning – how they’re going to stand out among competitors.

Because we’re so entrenched in senior living, we can steer our clients in campaigns with fresh content, creative advertising and a blend of up-to-the-minute digital and traditional strategies to keep them top of mind and eventually drive sales into target markets.

We at IVY Marketing have the distinct challenge, and joy, of helping shift misconceptions and, in doing so, helping seniors discover what should and truly can be their golden years.

IVY MARKETING GROUP. COME GROW WITH US.

 

 

Mature Audiences Only: Event Marketing for Senior Housing Part I

Mature Audiences Only: Event Marketing for Senior Housing Part I

The viral advantages of online marketing are undisputed, but, until recently, most seniors were not regular Internet or social media users. Today, 67% of people 65+ use the Internet, and 62% are on Facebook, and those numbers are rising all the time. In fact, 82% of Baby Boomers belong to at least one social media site and spend two hours more per week online than those aged 16-34.

Despite seniors’ increasing adoption of the Internet into their daily lives, events are still the most effective way to generate relationships with customers and leads across all populations, particularly among people 65 and above. Eighty percent of marketers believe that event marketing is the single most effective marketing channel, and seniors have more time and opportunity than other demographics to attend events.

Let’s examine how to take full advantage of event marketing for the senior housing arena.

Why an Event?
Ask yourself what you’re trying to accomplish by hosting an event. Are you aiming to raise awareness of your senior community within the greater community (appropriate for a guest list of 50+ people); are you hoping to reach a smaller group of marketing qualified or sales accepted leads? Whatever your purpose, your event should conform to your overarching objective in every way—whether it is to raise awareness, gather contact information, clinch interested leads, raise funds, strengthen bonds with community partners, or simply entertain.

Live and In Person
Regardless of the reason for your event, there is no substitute for face-to-face communication, live and in the flesh. No amount of technological advancement or social media connections can change that. Live events provide invaluable opportunities to showcase your mission in action, property(ies)/services and foster lasting relationships with your prospects and stakeholders. Older adults who haven’t been glued to their electronic devices all their lives are likely to appreciate that more than most.

What Kind of Event?
The reason you’re having an event must govern the kind of event to host, with every detail falling in line with your primary goal. That said, because older adults generally have more breathing room in their lives, events that encourage lingering and facilitate learning and/or provide quality entertainment are especially effective. Seniors are seasoned, savvy and wise, but they are also continuously seeking new experiences.

Events should not only showcase your community inside and out (fair weather is best for outside events and tours); they should also feature speakers or presentations on topics of special interest to older adults and their families or cultural enlightenment. Even if they’re not yet ready for a move, your guests will remember the senior community that provided them with a memorable day or evening, and they’ll be much more likely to contact you when they are ready. Keep in mind, too, that older adults are accustomed to and motivated by incentives such as discounts for “early bird” registration, raffles and giveaways. Unless your overhead is considerable or you’re trying to raise charitable funds, offer free events instead of those that impose a cost to attend.

Where?
Your community is the ideal location to host an event, because it invites guests directly into the space you want them to call home. There, you can let them experience not only your residences, but your fabulous dining and amenities, too. Larger venues are appropriate if you’re partnering with other sponsors in a conference or trade show setting that is focused on your industry rather than your senior living community(ies) per se, or if you’re celebrating a grand occasion or milestone with a sizable guest list and require more space.

How Many and Whom to Invite?
First, invite no more than your community can very comfortably accommodate. There should be plenty of dining space and food/beverages (including seconds), mingling areas, manned check-in stations, commodious seating/staging arranged appropriately for your focus activity, adequate lighting, handicap accessibility, apartments to tour, restroom accommodations, amenities/common areas to showcase or try out, and friendly staff to handle all of these offerings and answer any questions. As for whom to invite, check your goals again. Most senior event guest lists include resident prospects first and foremost, their adult children, friends, caregivers, grandchildren (if appropriate), your marketing and sales teams, community partners, donors, and any key players in the life of your community.

Watch for “Mature Audiences Only: Event Marketing for Senior Housing Part II” next week (or next month, in the case of our newsletter), when we will examine how to promote your event and assess results.