As a dog person, I don’t really watch cute kitten videos. I’m here for the breaking story (and video) about Selma Blair’s service dog stealing attention at a post-Oscars party. If you don’t care about movie folk, their awards and their dogs, you probably didn’t click the link. But my fellow dog peeps love seeing Scout the service dog in all of his cuteness. That’s the art of conversions in a nutshell. And successful senior living marketing (or any other marketing) is just that simple when you target the right niche audiences!
The Secret to Conversions
At Sabal Strategy, we know the secret to increasing conversions. We’re not shy about sharing it. (I know, not really a secret then…) Conversions are the result of the right audience seeing or hearing the message that resonates with them in that moment. You needed a moment, and a link to a cute dog supplied it. Your mom needs assisted living now, and a smart marketing team knows adult daughters (or daughters-in-law) are the ones doing the research and influencing the decision maker. This team knows digital marketing to these qualified daughters, who might also end up paying the monthly fees, is the smart move. That’s why they’re using a niche list of adult child females from Sabal for their campaign.
Another community wants a postal campaign to speak to adult children who live in their market. They know our FamilyTies data can find qualified adult children who have qualified parents who live outside their market. Why target them? Because 7 in 10 older adults are grandparents. They spend upwards of $179 billion on their grandkids every year. And more than half live 200+ miles away from at least one grandchild. The campaign writes itself!
The Right Audience
But the secret sauce to conversions means you have to target the right audience. Imagine a community has an entry fee in the $1 million bracket. (yes, really!) Finding a qualified audience who meets the income threshold, has high net assets and other factors won’t happen with a list based on geography and income. You need our Ultra Affluent data. Such lists are a necessity, not a luxury.
When we deliver niche audiences to our clients, we go way beyond simple age and geographic parameters. You don’t have to take my word for it. We’ve had the opportunity to compare our data to another’s. In terms of qualified prospects, 100% of our data met the $1 million net worth parameter. Only 27.6% of the other files did.
Reaching New Audiences
Marketing teams for at-home offerings or concierge aging products have found great value in choosing Sabal to deliver digital and postal data of qualified prospects who have long-term care insurance. They realize that an audience thinking about and investing in their future can see the value in a more formal approach to future healthcare needs. And although there is a nearly infinite variety of contracts for this form of insurance, communities can leverage these policies to help pay for higher levels of care.
Foundations and Research
We know donors are a rare breed. Unearthing individuals with a history of giving or who may meet parameters for research participants can be a challenge. But a niche list does just that. For local needs, a MicroModel Report is the smart first step. It’s a great way to identify those who are philanthropic and potential community members.
A niche list built on self-reported ailments offers a way to engage a specific community already interested in your offering. Clinical trials can find potential participants or research supporters. Senior living communities could highlight their nutritional and wellness programs to a built-in audience. At-home programs or those offering a concierge approach to aging can target individuals who prefer to age in place. In short, our ailment-focused lists offer an exciting new way to approach conversions for senior living.
Whether you’re planning a brand awareness campaign, a launch party or a foundation gala, a niche list is the smart choice. Give me a call to discuss how the Sabal Strategy data team can help you reach and convert the right audience. You don’t know what you’re missing.
