Nonprofit CCRC Marketing Best Practices

Anyone working for a nonprofit CCRC knows it’s quite different from a for-profit senior living community, especially when it comes to marketing.

That’s why we asked Stephanie Landes, one of our fabulous customer success managers, to share some of her CCRC marketing best practices. Stephanie got her start in senior living by working for a CCRC, so she has a good sense of what CCRC marketing and sales teams should keep in mind.

Get comfortable explaining the nonprofit CCRC model, especially to those in the earliest stages of the buying journey.

One of the biggest challenges in marketing nonprofit CCRCs is making sure prospects and their families understand how the model works.

Stephanie says, “The life care promises should be emphasized. The security and peace of mind of knowing that you or your loved one won’t be asked to leave or kicked out due to the inability to pay, should financial means be exhausted outside of one’s control, is huge.”

At the same time, the life care promise can often sound too good to be true to people new to the concept. Constant education and easily accessible resources are critical to helping people understand what CCRCs are all about.

At a minimum, make sure you . . .

• Offer a thorough FAQ page about the life care promise—what it means in general, what it means in practice in your community, common objections, legitimate pitfalls, etc.
• Provide financial transparency. Disclose your community’s financials even if your state doesn’t require such disclosures.
• Explain essential concepts in different formats. Some people learn best by reading. Others prefer videos or interactive formats. Offer a good mix of guides, checklists, and videos (both long- and short-form).

Never assume when it comes to financial qualifications.

While the initial investment into a CCRC is significant, Stephanie cautions against assuming your target audience only includes people from high-paying industries, like doctors and lawyers.

Stephanie explains, “One example from my CCRC experience included two women who were both former teachers. They ended up leaving a multi-million-dollar gift to the organization after their deaths—in addition to the entry and monthly fees they paid while living in the community. We refer to them and others like them as the ‘everyday millionaires’ who were financially sound and planned appropriately.”

Instead of making assumptions about prospects’ finances, help prospects self-qualify by being transparent about your CCRC’s costs, your community’s approach to contracts (for example, clauses about refunds on the entry fee), and info on medical tax deductions.

• PRO TIP: Free lunch-and-learn series can be an excellent way to educate prospects and their families about critical financial considerations while introducing people to your community.

Be prepared for a longer sales cycle.

The sales cycle for traditional senior living models is already lengthy. Stephanie says you should be prepared for an even longer sales cycle with CCRCs.

“I think, given the financial commitment, it may take more time and nurturing to gain trust and confidence in making the investment. It may also take prospects more time to gather paperwork in order to complete the admissions process.”

Family members typically need more time to get on board with the decision as well.

“Consider it a marathon,” Stephanie explains, “and an opportunity to really get to know these people rather than a meet-and-greet sprint.”

Stay focused on—and genuinely interested in—the prospect.

A prospect-focused approach to your CCRC marketing is a winning formula. Stephanie offers three ways to keep prospects front and center.

1. Get to really know each prospect. Learn their interests and passions, as well as their care needs and financial capability. Lunch-and-learns are an excellent first step. But go beyond those. Pair up prospects with residents to spend the day or attend activities together. This will encourage them to start forming relationships within your CCRC.

   PRO TIP: Online surveys like Roobrik and Waypoint offer great opportunities to help prospects self-assess what’s important to them as they consider transitioning to a senior living community. Plus, the info will help the sales team better personalize touchpoints and the prospects’ visits.

2. Make prospects feel like the community isn’t the same without them there. Highlight the strengths and unique characteristics the prospects bring to the community whenever they visit—and how residents and team members would benefit from their full-time presence if they move in.
3. Keep in touch with prospects over the long haul. Many nonprofit CCRCs are at full occupancy with long waiting lists. Automated nurture campaigns can allow your community to stay engaged with prospects while they wait. The goal is to make it easy for them to jump when a vacancy opens up.

Avoid common CCRC marketing mistakes.

Don’t dismiss traditional marketing tactics.

Stephanie says direct mail and in-person events can work well with the CCRC audience. Both can help prospects stay informed and feel welcome in the community.

Stephanie does point out that many seniors hate waste, so be mindful about how much direct mail you send. If you have prospects’ email addresses, you can send correspondence that way.

As for events?

“Just make sure the events are well-planned and have substance,” Stephanie says, “and that both the prospects and residents are treated like royalty.”

Here are some event topics that tend to be crowd-pleasers.

• How to fund senior care, particularly CCRCs
• Education about how to avoid elder fraud and scams
• Estate and legacy planning
• Downsizing and selling a home
• Understanding different care options

Don’t let the sales and admissions teams become complacent about getting involved in the local community.

CCRCs need to be active participants in local associations, so much so that the representative is almost synonymous with the cause. Think of things like the local chamber of commerce, senior living association, senior safety/TRIAD chapter, Walk to End Alzheimer’s, American Heart Association, etc.

“Getting involved and caring for more than just the people within the community’s physical boundaries speaks volumes,” Stephanies says. “And it also holds the CCRC accountable for its nonprofit status.”

Don’t dismiss the importance of nurturing professional referral sources.

Networking is essential (and it’s never done, either).

Stephanie says, “Help your referral partners answer the hard questions that they get asked by their clients. Provide your partners with information and education to pass along on your behalf. And keep them apprised of your CCRC’s availability and vacancies so they can help match their clients with your living options.”

Remember, the partnership goes both ways. “You must genuinely care about the work they’re trying to achieve and how you can help be a referral source for them, too,” Stephanie says.

Need help marketing your nonprofit CCRC?

We understand that your needs are different. Let’s discuss how we can support your CCRC marketing efforts.