Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMINAR]

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When you look at any retirement home marketing and communications material, you see the words Beautiful, Elegant, Amenities, Services... But what is it that families looking for a retirement community REALLY want? We analyzed thousands of questions and inquiries received from families using www.comfortlife.ca (Canada's guide and directory to the best retirement homes) to give you an insiders look into the needs and wants of Canadian seniors. Start marketing your retirement community and care services with this important research and insight.

Originally presented by Agnes Stawicki or Our Kids Media at the Comfort Life Marketing Academy Lunch & Learn in Toronto on April 8, 2014.

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Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMINAR]

  1. 1. RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy
  2. 2. Content   Marketing challenges   Customers: Who are they   Research: Retirement living trends   Reality: Are you ready for change   Summary
  3. 3. Sponsors Panasonic Canada Inc. is a leader in providing state-of-the-art technology to the Canadian Long Term Care community. www.panasonic.ca Zoomer Marketing is a Toronto –based marketing consulting firm that excels at reaching the boomer and senior audience. www.zoomermarketing.com
  4. 4. Marketing challenges Breaking the myths of retirement living
  5. 5. WE’RE NOT READY YET MOVE?
  6. 6. I’M BETTER IN MY OWN HOME
  7. 7. CAN WE AFFORD IT? WILL MOM BE HAPPY?
  8. 8. What are your marketing challenges?   Exposure: people don’t know we exist or what we offer   Negative stigmas: nursing home, loss of independence   Attitude: stay at home, work in the garden,   Cost: outliving assets, value   Online growth: how do we get found in Google, social media
  9. 9. Customers What do they want? What do they need?
  10. 10. Are you at 100% occupancy? “All properties can and should operate at 100% occupancy. We fail to connect with 4 out of 5 prospects that visit us and have a need/want.” Anthony Mullen, National Investment Centre for the Seniors Housing and Care Industry
  11. 11. Wants vs needs Source: Margaret Wylde, ProMatura Group Hostage Sale Sustainable Sale No Sale Emotional Sale Want Need NO SALE? Baby boomers do not perceive they need to move (their family might, the doctor might, but they don’t). They can make it at home on their own.
  12. 12. 8 Things that make us buy 1.  Fear: Don’t get caught with too little insurance (insurance) 2.  Guilt: Don’t let them suffer anymore (not for profits) 3.  Trust: No hidden fees (banks, hotels) 4.  Value: Find a better price, we’ll match it (grocery) 5.  Belonging: When you’re here, you’re family (Olive garden) 6.  Competition: Make them drool (Toyota) 7.  Instant gratification: now, today, within 24 hours 8.  Time: Cut the time it takes to…, More time for family/friends
  13. 13. Customer Lifecycle
  14. 14. Targeting your customer Source: Margaret Wylde, ProMatura Group What do they search for? 1.  Activities for seniors… 2.  Alzheimer treatment, preventing falls… 3.  Cost of retirement, benefits of, funding… 4.  Best retirement, reviews, ranking… Caregiver With need & want Ready for change Researching & comparing options
  15. 15. Research Trends in marketing retirement living and care
  16. 16. Search trends in Canada Retirement homes Senior homes Nursing homes
  17. 17. Search trends by Province Retirement homes Senior homes Nursing homes 0 20 40 60 80 100 120
  18. 18. How we market retirement OUR CareRetirement Services AMENITIES YOU living residence community lifestyle needs assistedlocated DINING SENIOR enjoy beautiful suites independent elegant personal Source: comfortlife.ca member communities
  19. 19. What families ask about MY HomeRetirement Information TIME CARE living provide SERVICE health needs want COST MOTHER visit ROOM meals assistance allow father parents hospitals Source: comfortlife.ca family inquiries
  20. 20. Age of residents at move-in 79.6 80.2 81.6 82.3 81.8 81.9 82.8 83.8 76 78 80 82 84 86 1999 2000 2001 2002 2007 2008 2011 2012 1yr age increase every 3 years Source: Margaret Wylde, ProMatura Group
  21. 21. Satisfaction of residents 45% 31% 47% 52% 7% 14% 1% 2%0% 1% 2001 2012 Very dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Very satisfied Source: Margaret Wylde, ProMatura Group
  22. 22. Reality What can you do to improve your sales
  23. 23. Are you at 100% occupancy? “All properties can and should operate at 100% occupancy. We fail to connect with 4 out of 5 prospects that visit us and have a need/want.” Anthony Mullen, National Investment Centre for the Seniors Housing and Care Industry
  24. 24. Connect with your prospects   Advertising and marketing   Messaging and communications   Lead generation   Lead follow-up   Entire team marketing   Focus on the resident, provide an excellent experience
  25. 25. Reality: marketing only generates leads   People sell to people   Customer service is most important   Invest in your sales team   Have a consistent follow- up   Respond to all leads
  26. 26. What is your lead response time? Two factors that enable you to speak to more leads are 1.  Inquiry response time which is the time it takes you to connect by phone with the lead from the moment they hit submit. 67% of sales are won by the first company that responds. 2.  Persistence of your re-attempts to connect by phone. Attempt to call them up to 6 times until you reach them. You’ll reach more than 70% of you leads within just two attempts.
  27. 27. Summary #mktgacademy
  28. 28. Summary 1.  To drive exposure for your brand, go where your audience is. 2.  Generate more leads by using messaging consistent with what prospects are looking for. 3.  Listen to and understand your prospects wants & needs. 4.  Advertising and marketing only generate leads. A fast and educated sales team are key to make the sale. 5.  Boomers are demanding with high expectations, be open and ready to make changes. 6.  The best way to encourage word of mouth marketing, it to provide exceptional customer service.
  29. 29.   Webinars   Checklists   Case Studies   Tip Sheets
  30. 30. RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy

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