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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.

Generation X

For years we have been strategizing on how to effectively market senior living and active adult communities to the Silent Generation and Baby Boomers. As marketers we’ve developed an understanding for their likes and dislikes, and the ways in which they best receive information.

Last week, we wrote about the importance of timing marketing research for blue-sky projects. We touched upon focus groups timing, particularly working backward from when you'd like to launch your senior living or 55+ community. This week, we’re focusing on the HOW with focus group do’s and don’ts of successful market research. At Creating Results, we view focus groups as…

When we were younger, we asked “Why is the sky blue?” While the answer is scientific and quite complicated, it’s not far from the same mentality and approach we must take to blue sky marketing in active adult and senior living communities. But in marketing, it’s less about molecules, light and reflections, and more around timing, market research and earning…