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

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RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy

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.

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

Page 1: Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMINAR]

RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy

Page 2: Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMINAR]

Content  Marketing challenges

 Customers: Who are they

  Research: Retirement living trends

  Reality: Are you ready for change

  Summary

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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

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Marketing challenges

Breaking the myths of retirement living

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WE’RE NOT READY YET

MOVE?

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I’M BETTER IN MY OWN HOME

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CAN WE AFFORD IT?

WILL MOM BE HAPPY?

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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

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Customers What do they want? What do they need?

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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

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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.

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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

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Customer Lifecycle

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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

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Research Trends in marketing retirement living and care

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Search trends in Canada

Retirement homes

Senior homes

Nursing homes

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Search trends by Province

Retirement homes

Senior homes

Nursing homes

0

20

40

60

80

100

120

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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

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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

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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

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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

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Reality What can you do to improve your sales

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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

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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

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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

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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.

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Summary #mktgacademy

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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.

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  Webinars

  Checklists

  Case Studies

  Tip Sheets

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RETIREMENT LIVING & CARE: What do people really want? Presenter: Agnes Stawicki #mktgacademy @mktgacademy