Category: Boomers Marketing

Regardless of industry, the goal and function of sales departments don’t change much. Sales professionals work with marketing to generate leads through a plethora of different means. Once the sales person has a name and contact information for someone interested in the product, he or she begins to guide the person through the decision-making process of purchasing the product, with the end goal of closing the deal.

However, marketing to Boomers and seniors requires a different approach — especially when your product is a major investment, like moving to a retirement community. How a salesperson engages with his or her leads and guides them to the final sale is an art that takes time to learn, and everyone can always use a refresher.

Marketing and sales professionals deal in information. The more information they have about a lead, the better equipped they are to pitch their product. Thus, it’s to be expected that they want to gather a great amount of information in a short period of time. The best example of this is the web form.

Web forms offer a great way to capture information to create a lead. Obviously, sales associates hope to get as much detail about a prospect as they can — name, address, phone number, etc. — but trying to get too much information in one shot will not only decrease your form completions, but potentially alienate customers. Your forms should capture the minimum amount of information possible for a salesperson to begin building a relationship.

Think about it from your own point of view. How much information are you willing to give an organization with which you haven’t had any experience? You don’t really know it or trust it. Naturally, you only want to provide the minimum amount of information needed to learn about the product or service being offered. Once you’ve determined that the group can be trusted, and its product is something that you want, you’re willing to open up more.  A simple web-started sales funnel may look something like this:

• SEO/SEM (get the person to your website)
• Contact Us form on the website (asking for only a name and an email address)
• Follow-up e-blast (asking for an address to send information)
• Mailer sent to lead (asking the person to call to register for an event, where he or she gives a phone number)
• Attendance at an event (where the salesperson meets the lead in person)
• Follow-up contact (via phone and email to schedule a tour)
• Personal tour (second salesperson meeting, builds trust)
• Additional meetings or tours (dependent on lead)
• Closing of sale
• Asking for reviews and recommendations

As you can see, this isn’t a quick process! The average lead will have at least 20 interactions with your community before the sale is complete — and may have many, many more, depending on his or her needs! Understanding how to nurture the lead through the sales funnel, step by step, instead of trying to go “all-in” on early stage information-gathering is critical.

Every retirement community has its own unique challenges with this process, and variations abound. At Varsity, we have become very adept at assisting communities in identifying the type of leads they are generating now and the type of leads they want to gather in the future, creating a sales process that will help increase their census for years to come.

Retirement communities often operate on tight budgets, with a goal of reducing overhead costs. Executives and administrators hawkishly watch financials, looking for any avenues where dollars can be saved. Human Resources is forced to cut benefits, while purchasing tries new products to save costs on cleaning and operating supplies. However, sometimes, saving money in the long run costs some in the short. Working with your maintenance division to convert systems to more environmentally friendly options may incur costs today that will save you thousands in years to come.

The easiest and most well-known method of savings is converting lights to LED bulbs. One community in upstate New York was recently profiled for doing just this. The community replaced 2,750 bulbs, at a cost of about $1,500. The result? A projected yearly savings of $144,000! In roughly 10 days, the community had recouped its investment and was on the path to saving money for years to come. LED bulbs are getting cheaper and brighter, in addition to having longer lives and being less harmful to the environment. Every community should be looking at a full light bulb replacement, if they haven’t done so already.

We all know that some of the biggest energy hogs in our own homes are our washers and dryers. Retirement communities are no different, spending tens of thousands of dollars every year on laundering linens and clothes. One may think that the process of doing laundry hasn’t really changed that much in the last 50 years; one machine uses hot water and soap to wash the linens, and another dries them; however, there is another way to do laundry that has been on the market for longer than you may realize — ozone washing machines. Rather than using hot water and soap, these machines use gasses and cold water (and much less of it). Rather than using detergent, the water is treated with ozone, causing dirt and stains to break down while linens remain vibrant and strong. It’s a complicated process, to be sure, which is why the machines have always been so expensive. Now, with advances in manufacturing and production technology, they are becoming more affordable, enabling communities to convert to their use, saving on energy, water and sewer costs while becoming more environmentally friendly in the process.

On the higher cost end of the spectrum, we find advanced smart home systems that include the Nest thermostat and similar devices. These products adjust home temperature based on user preference and patterns, such as lowering the temperature while the resident is asleep and at work, and raising it while the resident is at home — all automatically. Think of the energy savings that your community could yield by just turning down the thermostats by three degrees for 12 hours a day in every home. It seems like a small change, but the savings could be huge! As this technology grows, it’s being added to complete smart home systems, where community managers can monitor usage in real time, allowing them to look for areas to proactively save on energy costs by including their residents in the decision-making process.

The old adage, “It takes money to make money,” remains true today. It can also be said that “it takes money to save money.” By investing wisely in eco-friendly and efficient systems, your community could be seeing both greener trees and greener wallets.

Sources:

http://www.mcknightsseniorliving.com/news/bright-idea-expected-to-save-ccrc-more-than-144000-annually/article/640053/

http://www.ozonelaundrysystems.com/

Potential residents and their families are increasingly turning to the internet to aid in their search for a retirement community. Nearly every community has a website, and most employ lead-generating tactics on them (contact page, downloadable brochures, etc.). But there is always room for improvement. Over a period of three weeks, we’ll provide you with three actionable tips that you can use to improve your digital footprint.

Today we’re tackling the every important “call to action.”

A call-to-action, often referred to as a “CTA,” is a tool used in web design to direct the user to do something that the website owner wants. In the old days, this was a blinking piece of text that shouted, “CLICK HERE!!!!” Today, the CTA has matured into buttons, forms and other interactions. These elements have converted websites from being static, digital brochures to engaging marketing tools that put the user in the driver’s seat when it comes to how they are advertised.

Retirement community CTAs are most often an attempt to get the user to provide some personal contact information so that he or she can become a warm lead for marketers. The site might offer a free e-book or resource document in exchange for an email address or phone number. Potential residents may also be able to register for seminars and tours through a website call-to-action that encourages them to “Sign up now!” The trick is for the potential resident to make that initial contact so that a salesperson can follow up and begin working him or her down the sales funnel toward a move-in.

Mixing up these calls-to-action, offering different incentives and using different copy will help you determine which ones work best and which are ineffective. No one gets it right every time when it comes to marketing. Testing, honing and refining are key steps in creating strong, lead-generating CTAs. At Varsity, we’ve had the privilege of working with many varied clients, in all market conditions. Our curiosity drives us to continually test and refine the CTAs we develop for our clients. This accumulated knowledge and testing then proves its real-world value with not only increased leads, but better quality leads that are more likely to commit to purchase.

What does increased marijuana use among aging adults mean for retirement communities and health care organizations?

February was Marijuana Awareness Month. With the national attitude toward the drug changing sharply in recent years, use of the substance among many cohorts is on the rise. At one time, its use by Boomers and seniors was only acknowledged in hushed whispers. Today, those same users are being more open about the medical benefits and their enjoyment of marijuana recreationally, furthering the cultural shift surrounding its legalization in many states.

This attitudinal change is becoming especially prevalent among aging adults who are usually thought of as being traditional and conservative. Recent studies show that, while drug and alcohol use and abuse are down among teens, they are rising among those 50 and older. A 2013 study showed that 7.1 percent of adults aged 50 to 64 had used marijuana in the past 12 months, with projections that the statistic will continue to rise.

What does this mean for organizations working with this population and providing for its health care needs? According to the journal, Health Affairs, it’s having a major impact on the prescription rate of painkillers, antidepressants and several other classes of drugs. The typical physician in a medical marijuana state prescribed 1,826 fewer doses of painkillers in a given year following legalization. Not only does that statistic impact those prescribed the drug, but it also has a greater community impact for those addicted to prescription painkillers and the drug trade that is dependent on their availability.

For retirement communities, the situation is a challenge. In many states, communities are avoiding dispensing the drug themselves, leaving it to the resident to obtain the substance and self-medicate. Those that are managing its use are relying on synthetic versions under physician guidance; however, one common trait that remains is communities being smoke-free, regardless of whether or not the substance is being consumed.

More than half of all Americans live in a place where marijuana is legal for recreational or medical purposes. Many Boomers and seniors came of age during the 1960s, when marijuana was demonized and classified as a “Schedule 1” substance by the government. But, at the same time, teens and young adults were experimenting with the substance, learning firsthand that it wasn’t nearly as scary as the authorities described. Perhaps the direct experience of youthful rebellion has helped steer the changing dialogue around the drug as those young “hippies” of the 1960s have become the leaders of today.

Wouldn’t you like to know on which day of the week residents exercise most? In what weather they exercise least? Where staff and residents interact most on campus? The answers to these and other questions were revealed in a LeadingAge Annual Meeting & Expo session on data’s link to wellness. Missed it? Watch the video to hear residents and leaders share how big data makes a big difference in well-being.

The video kicked off “Linking Data to Wellness, a Personalized Approach to Well-being,” presented by John Bassounas, Partner, Varsity; Kevin Purcell, Chief Data Scientist, Varsity; and Justin Margut, Wellness Manager, Bethany Village Retirement Community.

The session revealed three important things data analysis can tell you about wellness:

1. The movement of behavior and trends among your residents at all levels of care
2. How residents use the resources and facilities within a community
3. Patterns of interaction between staff and residents along the continuum of care

For the rest of the session’s insights, contact us for an in-person presentation.

Events are extremely important to the senior living sales process and should be a key component of every marketing plan. Seminars and special events create a forum for prospects to experience your community and receive information in a nonthreatening environment where they don’t feel pressured to buy. If a prospect objects to coming in for a personal presentation, have an event in your back pocket as an alternative.

Here are some key tips to ensure a successful and effective event:

• Serve food. Food is very important to our prospects, so wine and dine them, and show off your culinary expertise. An event that includes a meal will also draw a higher response. Yes, we all have the “frequent flyers” that show up every time for the free food with no intention of ever moving in. But consider this: The cost of feeding these regulars is minimal in comparison to the positive PR that they provide by telling friends about your engaging programs and delicious food. And, if these people are qualified, they will choose your community when they are “ready” because they are already familiar and comfortable with it.
• Designate resident ambassadors. Include hand-picked resident ambassadors at every event, and strategically place them at each table. They will tell prospects who “aren’t ready yet” how they once felt the same way and now wish they had moved in 10 years sooner. They are your best spokespeople and carry more credibility than a salesperson. Make sure to reward ambassadors for their time and effort with tokens of appreciation, such as the floral centerpiece from their table at the event or a gift card to a popular local spot.
• Plan parking. One of the most common objections I hear about hosting events is that the community doesn’t have enough parking. Every problem has a solution: Ask staff to park off-site, shuttle attendees back and forth to their cars, and/or hire a valet company to park cars.
• Follow up. Always follow up with all attendees after an event and ask 1) how they enjoyed it; 2) if there are other topics they might be interested in learning about in the future; and 3) if they would like to come in for a personal tour of the community to get their questions answered. You should always have a reason to call prospects, and this is the perfect opportunity to reach out.

Have event ideas and tips to share? Email them to jstone@varsitybranding.com.

The Rolling Stones prove that it can, by releasing their first studio album in 11 years on Friday. Want to hear some of it?

Click here for tracks and interviews in a CBS news article.

With an average age of 72, these rockers have proven that age is just a number by recording their latest album more than half a century after their first one. “Blue & Lonesome,” which takes the band back to its blues roots, was recorded in three days in London.

Playing music puts into practice many of the principles that can help us live longer, better — like keeping our minds active, moving naturally and having a strong social network. So we all might want to pick up an instrument, even if we don’t make millions doing it.

In today’s senior living marketing environment, the timeline from initial inquiry to move-in is longer than ever before, and it takes many touches along that timeline to convert an inquiry to a sale. These touches must be consistent, meaningful and varied in order to effectively move the prospect forward in the sales process. Some of these points of contact include events, which are an essential part of a strategic marketing plan.

The key word here is “strategic.” What are your objectives for each event? Do you want to educate, entertain or demonstrate lifestyle? Generate new leads for your pipeline? Close sales? Here are some key points to consider:

• New lead generation. If you are looking to generate new leads that are truly interested in finding out more about your community, purchase a qualified mailing list and invite its members to information sessions about your community and the concept of senior living.
• Lifestyle events. Quality speakers and special events show that the community offers interesting, engaging programs and demonstrates the lifestyle that people will experience there. Topics such as healthy aging can showcase the community’s approach to wellness.
• Addressing common objections. We know that the most common objections really boil down to fear, cost or lack of urgency due to prospects being satisfied with their current situation. Topics such as Dispelling the Myths of Retirement Living (fear), The Value of Life Care (cost) or Why Wait? (I’m Not Ready Yet) can help prospects get beyond some of these objections.
• Specific inventory to sell. Perhaps you have a number of small one-bedroom apartments that are difficult to sell. Segment your purchased mailing list and lead base by single/widowed women (cue Beyonce’s “All the Single Ladies”) and host a champagne runway show featuring your residents modeling fashions from a popular boutique, followed by tours of your community and a professionally staged one-bedroom apartment. (Tiny homes are all the rage now!)

Seminars and special events can be very effective marketing tools that produce great results. Determine your objectives; define your target audience; choose a topic that relates to both; buy a new outfit (okay, I threw that in because it’s what I would do); and put on your best host/hostess smile!

Stay tuned for more event strategies in a future blog.

The number of older people who live alone at home continues to climb: 13 million in 2015. And, for women over 75, the numbers are even more shocking; 45% live alone, according to a recent article in the Philadelphia Inquirer that discusses the negative impact — both on parents and their children — of aging at home. Many seniors aren’t living safely yet refuse to move or even accept basic help. Their adult children essentially become their assisted living plan, putting emotional and physical strain on that caregiver.

One reason for the resistance to move: outdated perceptions about senior living. “Many older adults don’t like the idea of someone telling them when they’ll have their first cup of coffee or turn out the lights at night,” the article states. They don’t understand that senior living communities are not like the nursing home of old where they once visited their grandparents.

It’s up to us to assist adult children and to arm them with correct information and the key benefits of today’s senior living environment to prepare them for that difficult talk with mom and/or dad. One of the most common times for opening the dialogue is coming up: the holidays, when families get together and many times see a change in their parent’s abilities. We’ll offer advice for those tough family conversations in an upcoming blog.

1. Ensure that your marketing messages and images are not furthering the misperception that retirement communities are little more than nursing homes.
2. Implement an event strategy that brings prospects on campus to see for themselves what life could be like,.
3. Ensure your employees are knowledgeable and are delivering your brand each and every day to everyone they encounter including one another.
4. Emphasize your mission and residents who are living a mission-focused lifestyle.
5. Spend sufficient time educating prospects on the many benefits of having care available should they need it

For more insights on drawing prospects to your community, order a free copy of our latest white paper.