In the senior housing industry, marketing teams should know their competitors as well as their own community. Unfortunately, researching the competition often falls by the wayside. We often hear comments such as “we don’t have any competitors”; “no one is like our community”; or “we simply don’t know”. More often than not, we’ll also hear, …
Senior Living Communities Need Competitive Shops Read More »
Since many senior housing communities are called first for information, our telephone mystery shopping inevitably points out weaknesses that occur from a community’s first hello. Regardless of the time of day, we hear sing-song voices projecting an overall lack of interest in handling the incoming telephone call and untrained personnel trying to provide information. At …
Recently, I have been talking to several sales directors and described some of the services our company provides. I was rebuffed and told using the services of The Ehlers Group would put them out of their jobs. It’s interesting to me that there is confusion in the differentiation between marketing and public relations from what …
Delegating Non-Sales Activities at Senior Living Communities Read More »
As competition grows among senior housing communities, it is very important that the brand image of a community is understood and used to build customer relationships which positively affect leasing and sales. In the acquisition of existing communities, it is vital to know how a community is perceived prior to purchase and in launching a …
Having a senior living website is simply not enough. To ensure your online presence is engaging and ranked highly in search results, content and design has to be oriented around your “ideal” prospects’ needs and wants. Tip 1: Be sure you truly understand your potential customers Instead of “shooting from the hip”, Use demographic and psychographic …
Many assisted living and continuing care communities rely on customer satisfaction surveys for feedback. While these certainly offer constructive information, their value can be supplemented with marketing research tools that have far wider implications and can often assist with senior housing marketing. A technique we are finding opens the door to a wealth of information …
Focus Groups and Adult Daughters Reveal Great Marketing Insights Read More »
I recently had an opportunity to use a senior housing placement company because I wanted to learn what customers experience if they would use this resource. Since these listings for senior resources seem to appear first on an internet search, it seems logical that a potential customer would head there prior to calling a specific …
Placement Companies De-personalize Senior Housing Customers Read More »
With 2020 marketing budgets being planned for assisted living and continuing care communities across the country, your executive team may be considering the use of a PR firm. The comments may range from “We need some good PR for our community” to “We’re groundbreaking a new memory care community and we need some PR help.” …
Public relations efforts, when coupled with events, offer continuing care and assisted living communities a great vehicle for attracting the senior housing customer and their adult children. If a senior housing community is under construction, including these marketing strategies on a regular schedule generates a momentum as well as offers ideal opportunities to build waiting …
Look to PR and Events to Capture Senior Housing Sales Read More »
We often surface that assisted living communities and continuing care communities are weak in their outreach during our marketing assessments. It’s certainly easier to come to work and deal with prospective customers who come to your sales office but considering that a prospective referral resource or family member could be anywhere, scheduled outreach needs to …
Marketing Assessments Indicate Need for Senior Living Outreach Read More »
