Marketing Tips for Retirement Homes and Communities | Marketing to Seniors

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Marketing tips and marketing trends for retirement communities and homes about marketing to seniors, boomers. [Retirement Industry Meeting of the Minds, November 2010, Presented by Agnes Stawicki]

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Marketing Tips for Retirement Homes and Communities | Marketing to Seniors

  1. 1. 1 www.ComfortLife.ca www.dialogueplus.cawww.ComfortLife.ca Marketing Tips for Retirement Communities
  2. 2. 2 www.ComfortLife.ca www.dialogueplus.ca What are your marketing challenges? 1. Exposure - people don’t know we exist 2. Negative stigmas - location, nursing home, dementia 3. Attitude - stay at home, stay in the garden 4. Online growth - how do we get found in Google
  3. 3. 3 100 Source – eMarketer % of people using the internet CANADA 2008 60 62 64 66 68 70 72 74 76 0 75% 78 68% 63% U.S.A. 2008 CANADA 2010 www.ComfortLife.ca www.dialogueplus.ca Canada’s Online Population - Largest in the world
  4. 4. 4 Source – Experian Hitwise www.ComfortLife.ca www.dialogueplus.ca Google has 71%
  5. 5. 5 Your website Toronto Retirement homes Ontario Retirement homes Luxury Retirement homes Retirement Communities Downsizing Assisted Living www.ComfortLife.ca www.dialogueplus.ca 80% of website traffic begins with search engine queries
  6. 6. 6 Source – Experian Hitwise www.ComfortLife.ca www.dialogueplus.ca Seniors online (Nov 2009) #1 Google (10.3 million) #2 Windows media player (8.2 million) #3 Facebook (7.9 million)
  7. 7. 7 www.ComfortLife.ca www.dialogueplus.ca What’s New? What works? Blogs Websites Social Media Newspaper Magazine of online searches are driven by offline channels TV Radio Signage Community centers 67%
  8. 8. 8 www.ComfortLife.ca www.dialogueplus.ca Word of Mouth Referrals Suggestions Amplify your marketing to increase word of mouth communication
  9. 9. 9 www.ComfortLife.ca www.dialogueplus.ca Empower your network and trust them Give them something to talk about newsletters, print and online resident blog photo gallery expert handbooks "My mom moved into a retirement community" "My friend works with seniors, I'll ask her" Delmanor Retirement Communities RT@brad_dawg My grandmother’s retirement home has so much drama.
  10. 10. 10 www.ComfortLife.ca www.dialogueplus.ca Benefits of social engagement Drive traffic and generate leads develop branding increase traditional media exposure lift search engine results connect with media
  11. 11. 11 www.ComfortLife.ca www.dialogueplus.ca Social Media and Social Engagement Definition Listening to your customers, being helpful by sharing your knowledge and giving them interesting content to share.
  12. 12. 12 www.ComfortLife.ca www.dialogueplus.ca Platforms and Tools Facebook, Twitter, LinkedIn YouTube, Flicker Blogs, Message boards, Forums Podcasts
  13. 13. 13 "One of the greatest challenges or losses that we face as older adults, frankly, is not about our health, but it’s actually about our social network deteriorating on us, because our friends get sick, our spouse passes away, friends pass away, or we move." —Joseph Coughlin, director of the AgeLab at MIT www.ComfortLife.ca www.dialogueplus.ca What do your current residents to Stay connected Email friends and family Share photos and videos
  14. 14. 14 www.ComfortLife.ca www.dialogueplus.ca How to get started 1.KNOWWHAT PEOPLE ARE SAYING about you about your company about your competitors about the industry TOOLS: Google alerts, SocialMention, Twilert RSS and Email subscriptions
  15. 15. 15 www.ComfortLife.ca www.dialogueplus.ca How to get started 2. EXTENDYOUR REACH Look at what you’re already doing Find channels to distribute content Get connected to your community and networks Engage your community
  16. 16. 16 www.ComfortLife.ca www.dialogueplus.ca Examples ON FACEBOOK Google search: “talking to parents about retirement” #3 results in Google: Caroline Place, Hamilton
  17. 17. 17 www.ComfortLife.ca www.dialogueplus.ca Examples OTHER RETIREMENT COMMUNITIES ON FACEBOOK Truro Retirement Village, Halifax, Nova Scotia http://www.facebook.com/pages/Truro-NS/Welcome-to-Truro-Worlds-Largest-Retirement- Village/331218177834 Oaknoll Retirement Residence, Oaknoll, Iowa http://www.facebook.com/pages/Oaknoll-Retirement-Residence/120329451312363 Paliside Gardens Retirement Community, Coburg, Ontario http://www.facebook.com/pages/Cobourg-ON/Palisade-Gardens-Retirement- Community/104426429615901 Once you have 25 fans, you can create a custom URL facebook.com/ username TIP:
  18. 18. 18 Source: wordstream.com (http://www.wordstream.com/blog/ ws/2009/05/20/seo-is-dead) www.ComfortLife.ca www.dialogueplus.ca Online Marketing Trends Search queries for SEO, PPC and SOCIAL MEDIA
  19. 19. 19 www.ComfortLife.ca www.dialogueplus.ca Reality: Marketing only generates leads People sell to people Customer service is most important Invest in your sales team Have a consistent message and friendly staff Respond and follow-up all leads Q How solid are online leads?
  20. 20. 20 www.ComfortLife.ca www.dialogueplus.ca What is your lead response time? The two factors that enable you to speak to more leads are “Inquiry response time” which is the time it takes you to connect by phone with the lead from the moment they hit submit. If you can respond within the hour your sales conversion rate will increase drastically. All inquiries should be responded to with 24 hours. 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.

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