How to Create Successful Senior Living Marketing Events
(Hint: One Size Doesn’t Fit All)
The goal of any senior living marketing event is to bring prospective residents to your community.
The best way to do that?
Offer something of value to them in exchange for their time.
With a variety of events presented to the same group of prospects, you’ll often find a unique group of interested seniors who will respond and take part in each different event.
One important thing to remember, however, when planning your next event is this: One size doesn’t fit all.
But that’s okay, because understanding the bigger picture of who your prospective residents are, and what they want out of life, can go a long way toward getting your next signatures on the dotted line.
We’ve helped plan every type of event under the sun, from wine tastings to guest speakers and more. And with that, we’ve come up with a few helpful guidelines to keep in mind when creating your next marketing event:
1. Choose an event that targets a specific type of prospective resident, but pay attention to those who accompany them.
A wine-tasting event might be perfect for a large portion of your prospect base. A husband and wife or a group of friends may attend the event because one or more of them is a wine connoisseur, but don’t neglect those who simply came along for the ride. Use this opportunity to find out more about their preferences. Then, highlight aspects of the community that meet their needs and figure out the types of events that might attract others like them in the future.
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2. Turn “no, thanks” into “yes!”
No one likes being sold to, right? Think of how many times we rush telemarketers off the phone with “I’m not interested.” If a prospect acts dismissively by saying they’re not interested in the history lecture you’ve planned, for example, find out what they are interested in. Ask them about their pastimes, hobbies, and group memberships. Then, tell them about the activities in your community that match those pursuits. Offer to give a tour so they can learn how your community can be a place for them to explore their unique interests as well.
3. Listen, ask, and learn.
Many seniors simply attend marketing events for the complimentary food or drinks, but that doesn’t mean you can’t pique their interest. Listen to their conversations, ask questions about who they are, and learn their passions. Almost every prospective resident is more interested than they might realize (or might let on at first).
4. Ask prospective residents to provide feedback.
The best way to tailor events to your prospects is to get their input on what types of events they’d like to see in the future at your community. You can do this using email, social media, or even by posting something on your website.
What’s the final takeaway?
Keep your eyes and ears open, be active as a planner and participant, and make the most of the time your prospects spend with you. Sometimes, the most valuable insights come when you least expect them.
About GlynnDevins: GlynnDevins is the #1 marketing agency in the senior living industry. GlynnDevins has partnered with Senior Living SMART to bring you The Studio. Now, you can get agency-quality collateral, a branded stationery package, and easy-to-customize templates for advertisements, newsletters, activity calendars, and more. Click here to learn more about The Studio →