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Same woman repeated with different clothing and text "Look Alikes"

 Last year, we provided insights on how to adapt your Facebook campaigns without reducing your ROI based on changes to the platform’s audience targeting. As you may recall, Facebook implemented these updates to ensure the way they were obtaining sensitive information was safe for users and advertisers. Fast-forward to 2019 and multiple ad campaigns later, now seems like the appropriate…

Pen writing "Once upon a time"

“Copy is a direct conversation with the consumer” —Shirley Polykoff, American advertising pioneer

As professional marketers, we sometimes forget that advertising is a two-way street. We get frustrated when our customers don’t engage with our products and services and then blame it on them not understanding the value that we’re bringing them. But in reality, we’re the ones to blame. We’ve forgotten how to talk with customers rather than at them.

Woman holding her hand up to say "no"

The independent senior living sales journey can take anywhere from 18-36 months, with an average of 25 touches needed for one prospect to move in. Most touches are done via phone and email, with more than half coming from outbound efforts rather than inbound. As is the case with any sales journey, you can imagine that, within those various touches, there will be some resistance from the prospect. After all, you’re trying to convince seniors to move from homes they’ve lived in for at least 30 years. In many cases, they have a lot of “stuff” and don’t think they’re ready to move to a senior living community.

The world’s population of seniors continues to increase with no sight of slowing down in the coming decades. This presents several accessibility challenges that our communities will have to start planning for sooner rather than later. In this month’s roundup, we look at the ways in which the world is adapting to the accessibility needs of older adults and how they can be applied to the senior living industry.

An increasing number of organizations are investing in developing "voice and tone" as part of their communication strategy, recognizing how important it is to deliver content that consistently supports and reflects their brand. This is especially valuable for 55+ and senior living communities. Having a consistent brand voice and tone can help build trust and affinity with mature consumers, a market that came of age in an era when conversation and face-to-face interaction were the norm.

Group of seniors looking at tablet

It’s a new year and we’re already working on new blog posts about some of the hot topics in senior living and 55+ real estate.

But first, here’s a look at our most popular posts from 2018. Find out which topics kept readers coming back for more and discover content you may have missed the first time around!