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Does Direct Mail Still Have a Place in Senior Living Marketing?

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When it comes to senior living marketing in the 21st century, everyone talks about digital marketing, and rightfully so. Today’s buyers begin their searches online. And this most definitely includes the senior living audience.

So if things like websites, pay-per-click ads, and social media are where the marketing magic takes place, doesn’t that answer our question regarding direct mail?

Not so fast!

We believe there is indeed a place for direct mail when done right. (That last bit is important.) Allow us to explain . . .

People do read or at least scan snail mail, including direct mail pieces. (And yes, they convert on the offers, too.)

According to Small Biz Genius, 42.2% of direct mail recipients either read or scan the mail they get, and most households keep advertising mail for 17 days on average. This is important to know, especially in senior living marketing.

Small Biz Genius goes on to say that direct mail offers a not-too-shabby 29% return on investment. And Lob, a business that uses automation to help companies send smarter snail mail, notes that 66% of people have bought something because of direct mail.

Direct mail can be a great way to get your brand on people’s radar.

Piggy-backing on the above stats, if you want to start planting the seed about your senior living community, direct mail pieces can be a great way to do exactly that.

Imagine sending a series of over-sized postcards over 12 months — bright, cheerful, glossy cards with one focused message and your logo front and center. You’ve probably heard the adage that it takes 7-10 touches before a brand begins to resonate with a consumer. A direct mail strategy can be a good way to prime the pump.

Direct mail could be an excellent way to reach adult children.

One stat from Small Biz Genius stood out to us in particular: “Consumers aged 45-54 are the demographic group most likely to respond to direct mail pieces.” That demographic is a sweet spot for adult children who might be helping their older loved ones find appropriate senior living. (By the way: We’ve designed a turnkey marketing campaign specifically for adult children — get in touch if you’d like to know more.)

Direct mail can supplement and reinforce your digital marketing efforts.

Just as we always preach that you need to make sure your marketing and sales efforts are in alignment, the same is true for inbound marketing and outbound marketing methods. Don’t think of it as an either/or scenario, but rather one more tool you can include in your trusty senior living marketing toolbox.

We can help direct your inbound and outbound marketing efforts, including direct mail.

We know the ins and outs of digital marketing, and we regularly create turnkey marketing packages through our SMARTbrand program that include elements from both, including direct mail pieces that you can easily customize. Learn more about SMARTbrand. Or get in touch and we can show you some great senior living marketing ideas that’ll work for your community!

Let’s Chat!

5 Quick Ways to Turn Around Low Lead Generation

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1.) Increase Sales Calls To Professionals

  • Identify Your Top 10 Referral Accounts & 10 New Target Accounts
  • Pre-Call Planning is key to have effective, scheduled, and purposeful interactions rather than low quality drop by’s.
  • End every sales call with a scheduled next step to continue to build the relationship.

2.) Resident & Family Referral Reward Program

  • If you already have one in place, take it to the next level with improved incentives and improved promotion (make it a topic at every resident counsel meeting, celebrate successes, call families with good news, and reinforce that the best compliment is a referral!).
  • If you don’t have a program in place, create one today!  Word of mouth recommendations from families and friends remain the primary motivation for selecting a community – and it is the least expensive lead generation!

3.) Embrace the Internet

  • Organic leads will increase as you tweak your website to be a resource to families.  Review your website to understand the user experience and ensure that your site is easy to navigate and invites users to take action.
  • If you are not using lead generations/ referral agencies to generate leads (subscription, pay-per-lead or pay-per-move-in), you are missing out!  The best results come from companies that employ advisors to work directly with the families.
  • Use review sites to increase leads.  Prospects are drawn to communities with robust reviews (it is ok if not all are five star!), Reviews are out there about your community today, so it is important to monitor and respond to them – and post the best ones on your website!

4.) Increase Events

  • Monthly events for your lead base & Professional referral sources.
  • Create a buzz – send out “Save the Date” to create anticipation and be creative with your themes to keep people interested and intrigued.
  • You will increase your attendance if you follow up with personal phone calls and /or visits after sending the invitation.  Be proactive in getting RSVPs.
  • Execute well and follow up quickly to turn good will into good referrals!

5.) Direct Mail Campaigns & Advertising

  • If the well has run dry and you have mined your database completely, it may be time to generate new leads through purchasing qualified mailing lists that match you community demographics.
  • Well messaged advertising with a strong call to action is worth a try when looking to expand the radius of your market reach.

If you need more help, just reach out to Senior Living SMART!