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Multi-Generational Marketing:Persuading the Adult Daughter
Without Alienating Her MomCaring.com Digital Marketing Academy
May 19, 2016
Welcome
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June 27-28 I Jupiter Beach Spa & Resort (Florida)http://theadvancedsalesummit.com
Tony Mullen’s 2016 Advanced Sales & Marketing Summit
Today’s Presenters
KATIE ROPERCaring.com
Vice President ofSales & Marketing
CINDY LONGFELLOWJuniper Communities
National Director of Sales & Marketing
SHANNON INGRAMAnthem Memory Care
Vice President of Sales & Marketing
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Caring.com: The #1 Senior Care Resource
Part of Bankrate’s powerful network of websites
#1 for Senior Care Reviews
3 million monthly visitors
70,000 listings
110,000+ consumer reviews
3,000+ original articles
Dozens of online support groups
KATIE ROPER
Caring.com VP of Sales & Marketing
Why Multi-Generational Marketing?
7
Adult Children are involved in 73% of senior housing decisions (ASHA 2014)
73%
Why Multi-Generational Marketing?
8
Caring Data: When Inquirer = Adult Child
Move-in rate is 3X higher
vs. “Self”
For AL, move-in rate
is 2.5X higher
For IL, move-in rate
is 3.5X higher
3X 2.5X 3.5X
Understanding the Market
Caregiver Study
• Target: People searching online for senior care
• 2,098 completes of online survey– 50% adult child or other
relative– 30% spouse– 20% self
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Resident/Prospect Study
• Varsity’s Project Looking Glass III study
• Target: Senior housing residents and prospects
• 15 focus groups
• 435 online survey completes
Adult Child Perspective: Housing Decisions
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Source: Caring.com Caregiver Journey survey, Fall 2015
What prompted your loved one’s move to senior housing?Health Considerations
Caregivers’ needs
No specific cause
Death of a spouse
Loneliness
Closer to family members
Financial considerations
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We asked participants “What motivated decision to move?”
Resident Perspective: Housing Decisions
Health change: spouse
Health change: youHome maintenance
responsibilities
Children/family encouragement
Desire for social interaction
Availability of meals
No longer able to drive
Peace of mind/security
Source: Varsity Branding, Project Looking Glass, 2015
Adult Children: How Did You Make the Decision?
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Source: Caring.com Caregiver Journey survey, Fall 2015
Which of these did you use to select a community?Local knowledge of senior housing options
Recommendations from friends/family members
Online directories, such as Caring.com
The community’s website
Recommendation from professional or clergy
Only option due to geo, financial, other constraints
My loved one knew this facility and selected it him/herself
Residents: How Did You Make the Decision?
13
Source: Varsity Branding, Project Looking Glass, 2015
65% 41% 41%
Searched online
Stopped by communities they
already knew
Asked friends for recommendations
Residents: How Did You Make the Decision? (cont.)
14
Source: Varsity Branding, Project Looking Glass, 2015
What was important in making your decision?
Non-FactorsSignificant Factors
Religious Affiliation
Attractive grounds/building
Friends who live there
Financial Stability
Friendliness Of Staff
Expertise of Staff
Adult Children of Non-Residents
For adult children whose parents still live independently in their own home, only 25% are satisfied with living situation
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Never Consider It
47% 22%
AGREEAGREEAGREE
38%
Why don’t they move?
Source: Caring.com Caregiver Journey survey, Fall 2015
Not Yet, But Soon Financial Constraints
Senior Non-Residents
16
Source: Varsity Branding, Project Looking Glass III, 2015
What is holding you back from making a move?
“Bottom Line: The belief is still prevalent that you move into a retirement community when you are sick, disabled and/or need help.”
26%28%35%61%
“Stuff” IndependentFinancialNot Ready
Data Conclusions
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Both are happier once older loved ones are in
senior housing
Adult children’s own needs drive many move-ins
Seniors fear loss of independence
Health considerations
drive most senior housing
decisions
Discussion & Case Studies
CINDY LONGFELLOWJuniper Communities
National Director of Sales & Marketing
SHANNON INGRAMAnthem Memory Care
Vice President of Sales & Marketing
18
Q&A
State of the Housing Market in 2016 – with Bankrate’s Greg McBrideThursday, June 16, 2016
11:00 AM Pacific / 2:00 PM Eastern
Digital Marketing Academy - Upcoming Webcast
Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com
@CaringKatie @CaringInsights
(650) 207-9192 company/caring-com
