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Creating Results is a full-service strategic marketing, public relations and advertising agency with more than 15 years of experience. Our expertise is motivating mature 40+ consumers, including Baby Boomers, Silent (Ike) Generation and Gen X.
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March Madness

April 7th, 2015 Posted by Jessica Ruhle

Creating Results’ Top 6 Takeaways from LeadingAge MA and RI Conferences

March is not only a great time in college basketball, but it has also been an exciting time for Creating Results when it comes to attending and gaining insights from senior living conferences. We’ve gathered all of the top tips and tricks from the various sessions to give you ways to improve your marketing “game.” From major trends in advertising to navigating social media, we’ve narrowed it down to the top 3-pointers from two recent conferences that will help you and your team.

1st Half: Ziegler/LeadingAge Massachusetts Senior Living Symposium

Chart - US Massachusetts aging demographicsInsight: 8.8% of Massachusetts 65+ seniors are at or below the poverty level (vs. 9.6% of U.S. seniors).

Speaker: Lisa McCracken, Ziegler

Session: The State of Senior Living Capital Markets

Marketing Action: It’s beneficial to know the trends in the both the poverty levels and the other end of the spectrum so that you can speak to the correct consumer. This is why we advise our clients to purchase mailing lists based on their net worth and their income value. Otherwise if you’re selling a luxury product you would be wasting money by sending a message about your community to those that are in this growing group of older adults.

Insight: “33% of time is wasted in Board meetings because we are doing more telling than engaging.”

Speaker: Melissa Radford, LeadingAge

Session: (Re) Engage Your Board

Marketing Action: If you’re finding that you’re wasting time at Board meetings, have an agenda, send it out and get buy-in ahead of time and stick to it.

Insight: Creating Results’ definition of engagement is “the act of turning people on to your brand in a way that improves your business.”

Speaker(s): Todd Harff & Erin Read, Creating Results

Definition of marketing engagement, per Creating Results

Learn more: http://creatingresults.com/leadingagema15

Session: The End of Advertising – The Advent of Engagement

Marketing Action: Make sure you know your audience and who you are engaging with. What is of value to them? Use your insights and learnings to tailor a segmented message to this group. Building a relationship will go much farther than a sales pitch. If you missed this session, click here to download a complimentary whitepaper around one of the ways Todd and Erin recommended to engage your audience, experiential marketing.

 

2nd Half: LeadingAge RI: Be the Voice

Insight: By giving people purpose (jobs, participation, satisfaction) you tend to have greater results in improving their quality of life, even in later stages of memory loss.

Speaker: Sharon Johnson, The Hearthstone Institute

Session: Research-based Strategies for Creating Meaningful Engagement for Persons Living With Dementia

Marketing Action: Is there a local organization or charity nearby? Form a committee within your memory-care to get residents involved. Give them each a task or a job based on their ability. Whether it’s making cookies for a child-care center or setting up a table in the local park, this could not only foster a more vibrant environment within your community, it would be a great PR opportunity!

Insight: “Passion is what creates a champion in the soul of an ordinary person.”

Speaker: Matt Jones, Motivational Speaker, 3-Time Cancer Survivor and marathon runner

Session: Aging Services is a Marathon

Marketing Action: Use the passions of those within your community or organization to highlight the benefits you offer seniors. Client North Hill does a great job of this. We helped put the ideas to “paper” and created a video series of both residents and team members telling their stories about their passions and what gives them purpose.

(If you can’t see the video above, please click here.)

Insight: The 5 critical components of handling social media within your organization are …

Speakers: Erin Read and Yours Truly, Creating Results

Session: The Ins & Outs of Social Media Marketing for Retirement Communities

1.        Pick the right channels – know where your prospective customers and influencers are now, where they’re headed.

2.        Consider what your social audience wants – inside scoop, $$ off, relevance, humor.

3.        Get committed – can’t set it and forget it; ongoing investment of time, money and resources. Your brand is now a publisher, a content provider.

4.        Get action-oriented! Always incorporate calls to action that tie to your business goals.

5.        Measure.

Marketing Action: Want to know what all of this means? Did you miss the show? Go get the FREE handouts which includes a special infographic featuring data from Creating Results’ 2013 Social, Silver Surfers survey.

 

Did YOU attend either the LeadingAge Rhode Island annual conference or the Ziegler / LeadingAge Massachusetts Symposium? Please share your take-aways below!

 

Mature Marketing Links of the Week: Senior Housing Micro Yesses, Ageism No-Nos

April 6th, 2015 Posted by Erin Read

Must not eat jelly beans for breakfast … must not eat jelly beans for breakfast …

1. MOST SHARED: 3 Senior Housing Marketing Strategies That Deliver Results

Last fall at a terrific conference called SMASH, reporter Emily Study and I got to talking about the “micro yes.” As she explains in an article for Senior Housing News:

“In the sales world, it’s called a ‘micro-yes.’ In the senior living world, it’s called guiding a lead.

But the idea is the same: Marketers and senior living providers, alike, must guide customers and prospects along through a series of smaller decision points, or micro-yeses, to get to the ultimate yes, which is the purchase — or the move-in.”

Traditions of America's Guest Stay program is an example of micro yes marketing.

http://www.traditionsofamerica.com/guesthomes

Our conversation continued beyond the conference as Study gathered three examples of “micro yes” techniques that shorten the sales cycle: experiential marketing events, guest-stay programs and “gold card” waitlists.

The article published last week features examples from continuing care retirement communities and active adult developers from New Jersey, Pennsylvania, California and Hawaii and a quote or two from yours truly.

Read the article on micro yesses: http://bit.ly/19wpNc0.

RELATED: Download a white paper on Experiential Marketing, with case studies on small, medium and large events programs: http://bit.ly/1yTnPIa

2. MOST CLICKED: “Aging is not death. Stop conflating the two.”

Amy Gutman addresses the new opportunities afforded us by the longevity bonus — and the old, ageist tropes that undermine them — in an Op Ed for the Washington Post:

“Some months back, I dipped into a small bookshop to pick up a volume on career transitions for people older than 50. I was stunned to find it on a shelf with the heading ‘Aging and Death.’

The memory has stayed with me, a metaphor for our fundamental misapprehension of where aging fits into the human experience. And it’s far from the only example.”

Read Gutman’s piece on ageism no-nos: http://wapo.st/1xW2aEP

I appreciated this reaction to the article from Boomer and radio/broadcast marketing expert Clark Smidt:

clark-smidt-comment-seasoned

(Psst! Add your reactions using the comments tool below and/or on any of our social platforms.)

3. Also of note:

* Age isn’t a disqualifier for entrepreneurs. It’s more like a prerequisite. — Article on entrepreneurship by Michael Hyatt via Gayle Williams http://bit.ly/1C6hVph

* 11 Ways for Local Business to Get Links, w/ pro tips from Casey Meraz of Moz — http://bit.ly/1xW5boI

* 9% of 55-64 yr old baby boomers are using shopping apps (vs. 30% of 25-34 yr olds) — GlobalWebIndex http://bit.ly/1Cs8FKY

* It seems someone was diving deep into the Creating Results Twitter feed because we ended up with quite a number of clicks on this blog item from April of 2013, “Counting Our Blessings.” http://bit.ly/1JePPNl

The post was prompted by the Boston Marathon bombings. The sentiment holds true and seems appropriate as we wrap up a holiday weekend and near the two-year anniversary of the tragedy: We count our blessings … including you our readers … daily.

Mature Marketing Links of the Week: Blooming Boomers

March 30th, 2015 Posted by Erin Read
Cherry Blossoms in bloom. Source: Baddest Mother Ever blog

Source: Baddest Mother Ever

Our readers in the American Northeast may scoff at this headline and the thought that anything will ever bloom again. But in Oregon this past weekend they celebrated Cherry Blossom Day, and one of my favorite bloggers posted this gorgeous pic from Georgia. (Thanks for permission to share, Ashley!) There is the promise of spring.

In the meantime we promise to share the top links for 50+ marketing from the past week! Please share your thoughts — on marketing, on boomers, on blooming — in the comments.

1. MOST CLICKED: Multifamily Executive projects that senior housing will “boom” in 2015, based on a Marcus & Millichap report.

The report estimates that 11,600 units of independent living are under construction this year. This number is well-above the 3,000 independent-living units added to the nation’s stock last year. Meanwhile, the report also says there are about 18,900 units of assisted living and 6,800 skilled nursing units under construction this year.

The article also identified the top 10 states for senior housing construction. At the top of the list are Florida, Texas, Ohio and … Minnesota?

Read the full article: http://bit.ly/1bIU5cK

2. MOST SHARED: “A story of loss, change, growing older and family conversations.” That’s the kicker for Alan Wolkenstein’s piece called Carolyn Called, which explores how adult children and the senior they love found themselves at an impasse.

“Carolyn called several months ago. She had heard of me through her realtor, in that the two of us have collaborated on a number of home sales that involved elders and their adult children. Each of the situations was an emotional mess, and so was this one. Carolyn and her two sibs had ‘pushed’ their widowed father to sell his condo and sign up for a retirement home. Now, he was refusing to sign the papers for the sale, pack his ‘stuff,’ and move. He was essentially doing nothing in their view…but he was doing something.”

Read about the solutions being explored by these boomers and their caree in The New Social Worker: http://bit.ly/1BJ6p2Q

3. Of note:

Boomer Segmentation: CMO.com recently published a piece in which the author “learned something very revealing about the Baby Boomer generation.” Eric Holtzclaw learned, it seems, what Brent Green wrote about 9  years ago in Marketing to Leading Edge Baby Boomers, that the cohort actually can be seen as two groups.

Holtzclaw calls the first, born 1946-1955, the “Pre-Vietnam War Boomers” in his CMO.com piece; Green’s seminal book explores this Leading Edge cohort in depth. The second group Holtzclaw labels “Post-Vietnam War Boomers,” born 1956-1964; those marketing to older adults should be sure to read Green’s thoughts on Trailing Edge Boomers, aka Generation Jones.

Neither we nor Green are knocking Holtzclaw’s piece.

It just seemed a good time to encourage those newer to 50+ marketing … perhaps attracted by all that senior housing construction (grin!) … to take advantage of the great research and analysis that’s been done in the past.

RELATED: Items on this blog specific to Generation Jones: http://bit.ly/1G8iqDY

* Content is the starting line, not the finish line: 3 marketing truths for an information dense world, from Mark W. Schaefer. http://bit.ly/1Eq0ohA

* Late Bloomer – “Someone who blossoms on their own schedule:” CBS combines stats and stories in this look at second acts. http://cbsn.ws/19otKiM

Still seeing snowflakes, not petals, falling to the ground? Here’s a video about blooming that should brighten your Monday.  

Hat tip to Ronni Bennett for this hysterical video!

Mature Marketing Links of the Week: The Power of Technology

March 23rd, 2015 Posted by Beth Mickey

Happy Monday!  This week our mature marketing stories of interest focus on technology—the power it provides for connecting with family and taking charge of our own health.  Have something to share? We’d love to hear from you.

MOST CLICKED:  The most clicked mature marketing story of the week was a blog post by one of our favorites, Chuck Nyren.  In the post Chuck chronicled his adventures in the hospital after a fainting spell, sharing his interactions with doctors, not-yet-doctors and the like.  After his “team” tossed around a number of likely reasons for his fainting, Chuck took the matter in his own hands and searched his symptoms online.

Early next morning. I grab my smartphone and search for orthostatic hypotension, find out there’s a good chance certain prescription drugs cause it, I search for a medication I take right before bed. Bingo. Recent studies link fainting to the med. If there’s a culprit, that’s the culprit.

While self-diagnosis (especially if you’re not a doctor) isn’t encouraged, many utilize online searches for this very need.  For marketers, knowing how your senior target uses technology (in real-time) is important when developing an integrated marketing strategy. Make sure you have a digital presence and the information you provide is easily digestible through a variety of platforms.

Read the full blog post.

MOST SHARED: According to a recent eMarketer article, mature consumers aren’t rejecting newer technology, they are Grandparent technologyembracing it.  The article highlighted findings of digital methods used for communicating with grandchildren.  What they found is that 54% owned a smartphone and 46% a tablet, with the most popular communication avenues including email, text and video conferencing.

Grandparents acknowledged that digital tools had reshaped the frequency and method of communicating with younger generations. Among this group, nearly half said that technology gave them the ability to communicate more with their grandchildren than they did with their own grandparents, and one-fifth even spent more time communicating with their grandchildren online than offline.

Creating Results’ Social, Silver Surfers research reinforces this trend of technology usage.  In fact, we found that email is the leading social tool among boomers and seniors.  While traditional print and online avenues are important, don’t be afraid to consider the possibilities for reaching your audience in a variety of digital methods.

RELATED: What older people do online infographic

Mature Marketing Links of the Week – Nursing Homes: Abolish or Evolve?

March 16th, 2015 Posted by Erin Read

Every Monday we recap the top links of the week, the resources shared via Twitter, LinkedIn or other social platforms that most engaged our audience. This week’s round-up has a senior care slant to it. However the central idea — that the structures and institutions currently serving our elder population will not be able to do so in the future — applies to many industries. We’d love to hear your thoughts, below!

senior-housing-forum-logo1. MOST CLICKED: Steve Moran of Senior Housing Forum and Bill Thomas of Changing Aging declare war on the traditional way of providing nursing home care.

Moran first quotes Thomas, a self-declared “nursing-home abolitionist:”

“Buoyed by astonishingly low expectations and a reimbursement system that literally pays them for making their patients sicker and weaker, nursing homes represent the one part of our health care system that has seen little substantive change in more than half a century … Imagine the difference it would make if every state committed to revoking the licenses of the 10, 30 or 50 worst nursing homes within its borders– and they did so every single year.”

Thomas’ fire prompted further incendiary language from Moran:

 

“We have a system that gives us what we have. A reimbursement system that is not adequate to provide decent care, a living wage to line staff, and a decent bottom line for providers.

We have a patchwork system that demands vast amounts of time be spent on documentation in order to stay out of the hair of regulators and to protect owners from predatory attorneys.

We have a cat & mouse payment system that provides the greatest amount of compensation for the most interventions without a lot of attention being paid to outcomes.”

Read the post: http://bit.ly/1BLycDa. We’re curious to see the conversation it will spark!

2. MOST SHARED: Todd Harff and I had the privilege of speaking at the 2015 Ziegler/Leading Age Massachusetts Senior Living Symposium last week, where there was a lot of discussion about the future of nursing homes.

It’s not quite abolition, but demographic shifts are impacting the system already. People are moving to independent living older and sicker; as a response, many continuing care retirement communities are shifting away from skilled nursing and into high acuity assisted living.

System Trends - LeadingAge Ziegler 2015

Lisa McCracken of Ziegler noted two factors that will impact how nursing care and all senior living evolves in Massachusetts:

1) the state’s 65+ population is rising faster than the national average

2) 8.8% of Massachusetts’ 65+ seniors are at or below the poverty level (vs. 9.6% of U.S. seniors)

That latter statistic became our most shared item of the week.

3. Also of note: Two more items related to the evolution of senior housing.

* Creating Your Own Retirement Community – Next Avenue, as seen in Forbes – http://onforb.es/1CmONj2

* Aging Single Americans To Push Senior Housing Demand – Senior Housing News – http://bit.ly/1FrNoa6

RELATED: “All The Singular Ladies”

 

What do YOU think? What kind of transformation, if any, is ahead for nursing homes, senior living or other elder-focused businesses? Please share your comments below.

 

Mature Marketing Links of the Week – Barbie and Boomer Market Opportunities

March 9th, 2015 Posted by Erin Read

Happy birthday to you, happy birthday to you, happy birthday dear Barbie …

Source: TruthDig.com http://www.truthdig.com/cartoon/item/20090301_barbie_at_50

Source: TruthDig.com http://www.truthdig.com/cartoon/item/20090301_barbie_at_50

Barbie, the iconic toy of the Baby Boom, turns 56 today. Like her peers, the doll has seen great personal and societal changes. From mass production to personalization. From activist (she received a black friend during the Civil Rights movement) to flashpoint for debates on female identity. And, like her peers, this Boomer has reinvented herself at least a thousand times.

Assuming that, like her peers, Barbie is going to enjoy a longevity bonus of several decades more … what will this Boomer be when she’s 86 years old? A frail patient, a blushing newlywed, a demanding consumer, an eager entrepreneur?

Last Thursday a large group gathered at Harvard Business School to consider Boomers, seniors and the market opportunities aging represents. Panelists and speakers included Fortune 100 companies such as CVS and Procter and Gamble, along with New England leader Benchmark Senior Living and many caregiver focused groups.

The event led to Creating Results’ MOST SHARED tweet of the week, quoting Joseph Coughlin of the MIT AgeLab:

“The greatest success of humankind is living longer.” Also its greatest challenge.

We’ll be sharing observations and insights from the “Our Aging Market” event on this blog in the near future.

 

There was quite a variety and quite a lot of sharing of Boomer- and aging-related links on Twitter this week. The top items:

* Health – 45% of RNs were over 50 years old in 2008; is there a mass exodus of experienced nurses coming?

“One of the greatest challenges the healthcare industry is facing in its efforts to prepare for the needs of the elderly is training and hiring the health professionals needed to care for this population, such as primary care workers. Yet, it is no secret that today the nation is facing a significant primary care shortage. As the situation stands, nearly 40,000 primary care physicians are needed to meet the demands of the nation – a number that is only expected to rise as insurance coverage is expanded to more people through the ACA and the baby boom generation ages.”

Download this PDF report from the Center for Health Affairs. http://ow.ly/JDcMa

* Digital — GOOD advice from HubSpot on the WORST advice given for driving website traffic: http://bit.ly/18uDjfl

RELATED: You’ll find website advice specific to boomers and seniors in our Social, Silver Surfers ebook. http://bit.ly/SSS13blog

Hands* Health — Is B2B is the next B2C in medtech marketing? How are you innovating to meet shift? http://bit.ly/1wjCP71

* Travel — While retireees spend more overall on luxury travel, Gen X burns through more money every day they are away from home. http://bit.ly/1MkP45j

 * Hysterical  —  Thank you, AdAge copywriters, for this fantastic headline: “Were Millennials Just Figments of Our Fevered Imagination All Along? Fear of Youth Demographic Overblown as Invasive Alien Species Grows Up.” http://bit.ly/1HmqEYh

 

Have an opinion on Barbie, or any of this week’s links? Please share your comments below.

Trends and Truths

March 3rd, 2015 Posted by Erin Read

Next week at the LeadingAge Massachusetts 2015 Senior Living Symposium, Todd Harff and I will be talking about “The End of Advertising, The Advent of Engagement.” The topic was sparked by all those headlines we kept seeing proclaiming that ads were dead, by the many breathless posts heralding a new trend or extolling social marketing over all other tactics.LeadingAgeMA-TheEndOfAdvertising-MAR2015

I’m a GenXer. This doesn’t make me cynical, but it does make me a bit skeptical. So we wondered … Is it really the end of advertising? And are industries focused on older adults (active adult housing, continuing care retirement communities, etc.) really pursuing the hot marketing trends?

Only one way to find out what are trends and what are truths: Creating Results is surveying marketers and execs in 50+ housing and senior living.

It’s a VERY SHORT, 3 question, 1 minute survey. http://bit.ly/1CvpaeZ

This SHORT marketing survey is designed to get a snapshot of what the trends really are, whether those marketing to older adults are really shifting spending away from traditional channels or not. Creating Results will share the results in presentations at LeadingAge Massachusetts, LeadingAge Pennsylvania and other conferences. Of course we’ll also share those insights here on the blog.

Please help us separate facts from fads by taking this SHORT marketing survey!  http://bit.ly/1CvpaeZ

Thank you in advance. If you have questions or comments, please share them below.

 

RELATED: LeadingAge Massachusetts Senior Living Symposium

Mature Marketing Links of the Week: Dancing Grannies & Email Preferences

March 2nd, 2015 Posted by Beth Mickey

Happy Monday!  Let’s jump right into the mature marketing stories of the past week that had people clicking and sharing.  Have something to share?  We’d love to hear from you, just leave a note in our comment section.

 

MOST CLICKED

Cover songBy far the most clicked story of the past week was a Mashable article that shared a video of a remake of “Uptown Funk”.  This fun video featured seniors age 65-92 remaking the catchy song their way.  You can’t help but dance and tap your toes when you check out this fun remake.

Watch the video here.

 

MOST SHARED

At Creating Results we’ve long shared that email is a top avenue for engaging mature consumers. A recent MarketingSherpa survey reinforced this through findings from a recent study which noted that more than 70% of adults rank email as the #1 communication method with brands. During a survey individuals were asked to identify their preferred avenues for engaging with brands, with email blowing the others away.

sherpa emailInsights from the survey included:

*  Email was tops for females 65+ with 64% preferring this channel.

*  64% of those 55 and better selected postal mail.

*  34% of all respondents identified print media as a primary channel.

Read the full survey here.

The take away? For marketers it is important to utilize an integrated marketing approach.  This will effectively ensure you reach your target market where they are most comfortable engaging with you.

RELATED: Creating Results uncovered similar preferences within our Social, Silver Surfers research about email, as well as other digital portals including websites.  Click here to learn more and download our eBook

 

Mature Marketing Links of the Week – Aging Issues and Inspiration

February 23rd, 2015 Posted by Erin Read

Good morning! Did you watch the Academy Awards show last night? Inspired by the “choose your own adventure” biography of host Neil Patrick Harris, today’s blog post offers choices. You can go immediately to the practical (top links for mature marketing) OR jump to heartwarming (some Oscar- and aging-related thoughts). Or, throw caution to the wind and do it all!

Either way, I promise this show won’t take 4 hours.

Inspiration

LeadingAge_Square_Logo_Large1. MOST CLICKED: Get inspired! LeadingAge showcases 30 outstanding projects in assisted living, CCRCs, nursing homes in their 12th edition of the Design For Aging Review. http://bit.ly/18fR3vl

2. MOST SHARED: The danger of “end of life poverty” as 4 million Americans turn 65. While the topic sounds depressing, the author, Ai-jen Poo, sounded several hopeful notes in her interview with NPR, such as

“[T]he baby boom generation in particular is such a culture-driving generation. I mean, rock ‘n’ roll — and so much has changed in our culture as a result of the baby boom generation. They are the generation that’s aging, and if any generation is going to change how we orient around aging, it’s going to be that generation.”

Read or listen to the interview at http://n.pr/1ABIGTS

3. Also of note: This Is How We Watch Video Now, says Seth Godin:

“Forty years ago, Stanley Kubrick showed us 2001. The first 90 seconds are without dialogue and solid black. It’s hard to imagine that working as the intro to a YouTube video today.

Instead, our finger is on the mouse trigger, ready to leave in a moment. Not only that, but instead of leaning forward, we’ve got our shields set to level 7, wary of what’s to come.”

Read Seth’s post at http://bit.ly/1EmSWSN.

Issues

I was touched to see the Oscar spotlight shine briefly on an issue important to older adults and those who care for them — Alzheimer’s disease.

Country star Tim McGraw performed “I’m Not Gonna Miss You,” from the documentary Glen Campbell … I’ll Be Me. The movie focused on Campbell’s goodbye tour after his Alzheimer’s diagnosis. The Oscar-nominated song is a a bittersweet note that Campbell’s love for his family will remain as his memory of them fades.

Julianne Moore took home the Best Actress statue for her turn as a woman diagnosed with early onset Alzheimer’s in Still Alice. In her acceptance speech, Moore said “So many people with this disease feel isolated and marginalized. And one of the wonderful things about movies is that it makes us feel seen and not alone. People with Alzheimer’s deserve to be seen, so we can find a cure.”

The Oscars draw audiences of more than 40 million. For helping bring attention to Alzheimer’s, it’s now our turn to thank the Academy.

Senior Living Online Reviews – Don’t Miss The Boat

February 18th, 2015 Posted by Beth Mickey

It wasn’t too long ago when the only attention paid to online reviews of senior living communities was making sure only the positive comments saw the light of day.

A recent article within Senior Housing News confirmed that if you’re not thinking about online reviews you’re missing the boat.  The article included insights from a digital marketing survey conducted by Software Advice regarding seniors and their views/reliance on peer reviews when choosing an assisted living community.

“Good online reviews can be seen as marketing tools to attract high-paying residents,” says Software Advice. “Consumers are not only using reviews in the selection process—they are incorporating reviews significantly in their budgeting decisions, too.”

The article goes on to detail how a negative review could have far-reaching repercussions, as it could discourage other mature consumers from even considering your community.

We couldn’t agree more. In fact, when conducting our Social, Silver Surfers researcTop sharing toolsh, here is what we heard about online reviews:

*  User reviews were used by half of all Baby Boomers and 4 in 10 Silent Generation seniors. In fact, the percentage of people over 40 who used these reviews doubled in just three years.

*  Among those who had moved to a senior living or active adult community, more than a third had used online directories in their move decision. Most of these directories include star ratings or other reviews.

Perception is reality and online reviews do matter. The fact of the matter is, as people trust organizations less and peers more, reviews can lend credibility to your marketing claims.

Senior living organizations should employ a strategic approach to the capturing of insights from happy residents online. Here are three ways to make sure you not only capture reviews, but glowing ones at that.

  1. New resident?  Include a request to complete a review of the community online as a part of their welcome experience.
  2. Incorporate testimonials and reviews within your website/social media for further credibility. Senior living community Fairing Way created a “Neighbor’s Corner” that slides positive testimonials into engaging future resident profiles.FW-WEB-NeighborsCorner-2013.sm
  3. Ratings matter—encourage satisfied residents to give you positive rankings within directory listings sites.

Does your organization consider online listing rankings as a part of your marketing strategy?  How do you encourage participation?  We’d love to hear your thoughts- just share in the comments below.


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