How did you celebrate Older Americans Month in May? Did you offer prospective residents a chance to “lunch and learn?” Or maybe you hosted a luncheon so the attendees could “dine and discover.” Possibly, you arranged a cocktail hour so they might “sip and see.” Chances are, whatever your prospecting event was, it leaned into one of those three trite frames for the event. Chances are even greater that your focus was on the numbers: RSVPs, attendance, tours etc. Conversions instead of real conversations that lead to connections. And if you’re not exceeding expectations every month, then I’ll let you in on a secret weapon: our MicroModeling Report. Because, when you know your audience, when you connect to the right audience, you won’t have to sell them.
Deeper Insights
Your target audience receives literally dozens of unsolicited offers every month from senior living communities, hearing aid companies, financial consultants and others who are prospecting in the same way you do. Most of those invitations go into the wastebasket unread. How can you ensure yours will be read? Or even better, drive someone to say yes? By providing a true and genuine experience that shows them what life is like when lived in community. A MicroModeling Report gives you unparalleled insight into who your target audience is, what they like, and what they want. By diving deep into the insights provided in a customized report, you’ll understand what your audience values.
Stronger Creative Direction
While a custom MicroModeling Report gives your sales and marketing team clear direction on who to add to the mailing list, it’s also an invaluable tool for your creative team. Whether they’re in-house or an outside partner, they’ll find an endless stream of answers within the report. Instead of relying on a generic set of personas, your graphic designers will see where they live, where and how they shop, and how they spend their free time. Copywriters will thank you for sharing the report as they choose the tone of voice, vocabulary and other details that shape the copy.
Instead of guessing, image how powerful your message can be when you know whether you’re targeting dog lovers or cat lovers. Are you focusing on those willing to move across the country or just seven miles down the road? Should they talk about active days with pickleball and kayaking or are they addressing people who love RVing or hopping a red-eye flight to Italy? Why does this matter? Because we all want to live among those who are like us.
Conversations not Conversions
A custom MicroModeling Report identifies prospects who are most like your residents. But it goes beyond just detailing addresses, social handles, and phone numbers. It can tell you what your target audience likes to do and how they want to learn. When you know who they are, you can leverage their interests and your location to go beyond conversion-focused luncheons to more powerful connections by appealing to their interests. Instead of the same-old same-old, how about:
- Providing a behind-the-scenes or exhibit preview at a local museum or presidential library.
- Arranging a walk-and-talk with a master gardener at an Arboretum or public garden.
- Creating a one-on-one visit with a local sports hero or influencer.
- Offering a chef’s table or tasting with a local James Beard award-winner.
- Featuring a guest lecture or exclusive concert with a nationally known performer or teacher.
I hear you saying, “well, that sounds good but who has the time and budget to invite 30,000 to a dinner cruise or a chef’s table?” Hey, we get it. But a MicroModeling Report isn’t going to show you the same-old thousands of names from your usual list. We break it down by decile. So your optimal marketing footprint is going to be smaller. By targeting fewer, you can actually think bigger. And by appealing to their specific interests and tastes, you’ll reap the benefits in more qualified leads.
And when that happens, your sales team can focus on real conversations instead of just counting numbers. Because you know, when you have those deeper conversations with a person you actually know, everyone wins. Maribeth and I would love to have a real conversation with you about how a custom MicroModeling Report can help you develop genuine experiences that offer a compelling glimpse into what life is like when you live in community.
