View
1.584
Download
1
Category
Preview:
DESCRIPTION
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.
Citation preview
RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy
Content Marketing challenges
Customers: Who are they
Research: Retirement living trends
Reality: Are you ready for change
Summary
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
Marketing challenges
Breaking the myths of retirement living
WE’RE NOT READY YET
MOVE?
I’M BETTER IN MY OWN HOME
CAN WE AFFORD IT?
WILL MOM BE HAPPY?
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
Customers What do they want? What do they need?
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
Wants vs needs
Source: Margaret Wylde, ProMatura Group
Hostage Sale
Sustainable Sale
No Sale Emotional Sale
Want
Ne
ed
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.
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
Customer Lifecycle
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
Research Trends in marketing retirement living and care
Search trends in Canada
Retirement homes
Senior homes
Nursing homes
Search trends by Province
Retirement homes
Senior homes
Nursing homes
0
20
40
60
80
100
120
How we market retirement
OUR
Care Retirement
Services
AMENITIES
YOU
living
residence
community
lifestyle
needs
assisted located
DINING
SENIOR
enjoy
beautiful suites
independent
elegant personal
Source: comfortlife.ca member communities
What families ask about
MY
Home Retirement
Information
TIME
CARE
living
provide
SERVICE
health
needs
want COST
MOTHER
visit
ROOM
meals assistance
allow
father
parents hospitals
Source: comfortlife.ca family inquiries
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
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
Reality What can you do to improve your sales
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
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
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
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.
Summary #mktgacademy
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.
Webinars
Checklists
Case Studies
Tip Sheets
RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy
Recommended