One of the more persistent mistakes we see in senior living is a reliance on ZIP code lists for their marketing campaigns. They think it’s a smart, economical choice. Poppycock! All lists are not equal. And cost should never determine which list you use for your primary marketing campaigns. Why? Because ZIP code list prospects are too general, not qualified, and not focused on specific attributes most relevant to your senior living community. That means you’re spending significant dollars mailing to individuals who will never respond, let alone convert. Here are five better data choices, because who you invite to your community really does matter.
1. Multiple-Sourced Data
Multiple-Sourced data is hand-selected data based on specific criteria which defines your target audience. The multiple-sourced list we compile is pulled from four consumer databases in order to ensure we’re maximizing the most qualified and accurate sources. This is a smart way to begin a campaign when your goal is intended to drive more leads into your sales funnel. It’s also a budget-friendly option for small markets where a list might have only 5,000 qualified prospects.
2. MicroModeled Data
Sabal’s MicroModeled data delivers a ranked audience of prospects who are most likely to respond to your senior living marketing messaging. We build a custom model derived from client-provided data, based on the most recent resident move-ins to the community. Our process begins by evaluating and integrating multiple layers of data, including 475 lifestyle and behavioral attributes and 5,000 demographic, geographic, and derived data points. Our analysis then scores the potential prospects and ranks them by decile. This means our analysis goes way beyond the most basic characteristics of age, income, and household composition to precisely target the audience most likely to convert because they are most like those who have already said yes. MicroModeled data gives our clients a way to market to fewer prospects with a better outcome, more efficiently and effectively.
3. Ultra Affluent Data
As more and more senior living communities raise the bar on an increasingly luxe experience, equity requirements and asset qualifications are more important than ever. In order to tap this dynamic audience, pinpoint targeting is essential. That’s why Ultra Affluent data can deliver prospects who meet multi-million dollar asset thresholds. Sabal’s team uses a proprietary algorithm based on more than 67 criteria. Of these criteria, more than 162 factors establish net worth alone to ensure each prospect is financially qualified. Our exclusive and selective process uses real estate transactions, legal records, self-reported investments, purchases, and lifestyle preferences to build your custom list.
4. Ailment-Focused Data
Not every senior is a healthy 80-year-old wealthy investor. That’s why our Ailment-Focused data is ideal for more nuanced marketing campaigns for independent living and direct admission to higher levels of care, including assisted living and memory care. The ailment data includes 135 self-reported conditions, ranging from Anxiety to Women’s Health. An ailment-focused list enables you to reach caregivers, parents with adult children, and couples with one partner needing a higher level of care due to specific health concerns. Our processes adhere to strict HIPAA standards, ensuring compliance is one more competitive advantage.
5. FamilyTies Data
Family is complicated. But our FamilyTies data gives our senior living clients a way to find that elusive adult child by identifying a connection with their age and financially qualified parents. We help clients target either the adult child, their parents or both. This data targets qualified seniors out of your market with adult children who live in the market. Our custom process maps multi-generational relationships to identify key family members. This knowledge gives your marketing team the ability to synchronize separate campaigns to the adult child (safety, care, and medical information) and to the senior (lifestyle, wellness, and social engagement) messaging.
No matter which type of data you choose, a Sabal list is higher quality and cleaner than a ZIP code-based list. Our proprietary data hygiene process removes duplicate records, people who have passed away, and people who have recently moved out of the market. We also cross-check and search multiple databases so you get a more complete list of qualified prospects. And you have the option of scoring each list against a model to ensure you choose the best of the best to share your marketing message.
In an increasingly competitive landscape, your community’s marketing strategy needs an edge. Using Sabal’s data and strategic knowhow to support your campaign simply makes sense. If you’d like to know more about your data options (we’ve got more!), reach out today. We’d love to help you exceed your campaign goals.
