The biggest marketing myths and money pits in senior living

Presented By: Kevin WilliamsPresident, SeniorMarketing.com

“Marketing Myths, Misconceptions, and Money Pits To Avoid at Any Cost”

Hosted By: Robert WalkerBrand Manager, RetirementHomes.com

Gifts & Handouts at The End(no fine print or tricks, just stuff that will help you)

Marketing Problem #1(marketing appears expensive…and really can be)

Marketing Problem #2(it’s extremely difficult to track scientifically)

Marketing Problem #3(shiny new ideas and objects show up everyday)

Marketing Problem #4(what exactly is marketing?)

“A holistic process of activities that are aimed at attracting customers, keeping them and increasing their value to your

organization” ~ Pure Genius Brought To You By Kevin Williams

Absolute Marketing Truth:(smart marketing will make you an absolute boat-load of

NOI)

Incomplete Tracking Method #1(tracking numbers…a fantastic tool, but not the entire picture)

Incomplete Tracking Method #2(We ask “how did you hear about us…and even ask what the

page number is if they say Yellow Pages!)

Incomplete Tracking Method #3(My marketing firm tells me how low my cost per exposure or

lead is)

Incomplete Tracking Method #4(we don’t track our marketing, we just stay in our budget)

The Realistic and Most Effective Way To Track The Performance

of Your Marketing Budget

First You Must Understand The “Lifeblood of Smart Marketing(Lifetime Resident Value, Cost Per Resident Acquisition, Profit

Per Resident Per Medium and Return on Investment Per Medium)

Average Lifetime Resident Value (LRV)

(the value, in dollars that a customer is worth to you on average. Can be done globally but should be done by service type)

Global Ex. (Avg. Stay 21 Months X Avg. Rent $3,300 = $69,300)

Cost Per Resident Acquisition (CPA)(how much money it costs you to get a new, paying resident, not

lead. Can also be done globally but should also be done by marketing medium)

Gobal Ex. ($10,000 Budget / 3 New Residents = $3,333)

Marketing Profit Per Resident (PPR)

(what each resident is worth to you after you factor in the cost to acquire them. Can also be done globally, but MUCH more

important to do by medium)

Global Ex. ( LRV $69,300 – CPA $3,333 = PPR $65,697)

Marketing Return on Investment (ROI)

(to figure this out, you need the investment for each marketing strategy, number of leads, number of residents, profit per resident

and lifetime customer value)

How The Big Boys (Not Necessarily In Our Industry)

Think About This(It’s 100% ok to Break EVEN Acquiring a Customer Due To All

The Other Doors It Opens)

Live Demo

(Let’s hop onto the internet)

SENIORMARKETING.COM• 60-day FREE Trial of Senior Living

Analytics Elite, Marketing Director Elite, and Email Marketing Elite

• Free Report: The 3 Pillars of Senior Living MarketingContact: [email protected]

FREE Gifts!• Complimentary online directory

listing upgrade• Three month free pilot of

RetirementHomes.com lead management system

• Free Whitepaper: How ‘Nana Technologies’ Can Grow Your Senior Living Business Contact: [email protected]

RETIREMENTHOMES.COM

Questions?

SeniorMarketing.com

[email protected]

RetirementHomes.com

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Robert Walker1-888-544-9124 x [email protected]

The biggest marketing myths and money pits in senior living

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