When the same-old, same-old doesn’t work anymore, do you acknowledge it? Do you know why the same events that were filled no longer draw the same level of interest? Do you recognize that today’s senior living audience is different? Because if your campaigns are just recycling the same material and ideas, you’re never going to reach your audience, no matter where they are on their buyer’s journey. Today’s older adults have different interests, are digitally savvy, and less likely to see senior living as something meant for them. Smart marketing teams understand all this. AND they know the solution is to be found in a customized MicroModeling® Report from Sabal Strategy.
The Power of MicroModeling
The proprietary science behind MicroModeling® is available only through Sabal Strategy. No other company offers data with the unique combination of local and national demographics and social factors that we do. Why does that make Sabal’s data better? Because only we model every location or market individually. But we do so much more than that.
Because every MicroModeling® report is customized, we go beyond using national databases. Our data scientists dig deeper by factoring in 475 lifestyle variables. Then they drill down further by reviewing and analyzing 4,600 Super Variables™. Not familiar with Super Variables? They are a proprietary combination of two lifestyle variables which further refine your ideal audience. By drilling down in this way, the data is refined into a specific spatial level of geography to create a unique geo grid for your ideal audience. More importantly, these geo grids are far more specific than the geography used by the US Census Bureau. It’s the difference between the 317,000 census block groups and the 3.4 million block groups in our MicroModeling data.
The Power of the Decile
Every marketing team says that they know their audience. But few can define their audience on a granular level in the way that a Sabal customized report can achieve. After determining qualified prospects, they are sorted into 1 of 10 deciles based on how closely they mirror your ideal audience. The report then details their lifestyle preferences and a host of demographic factors, giving you specific insight into who they are, what they like, and how best to appeal to them.
For example, you’ll know whether they prefer cruising or spending time at the beach. If they’re pet owners and whether cats rule or dogs drool in their homes. You can see how easy it can be to take this information and create events to match their interests. The chance to mix and mingle with others who share their interests in a vibrant senior living setting can be the first step to becoming a resident.
And when you compare cold mailings to a general list versus a smaller mailing to your top 2 or 3 deciles, you’ll also see lower costs per acquisition.
The Power of One
Competitors claim they offer micromodeled data, but what they offer can’t compare to what Sabal Strategy offers.
The value of our micromodeling lies in its ability to:
- Differentiate the demographics for each specific location or market
- Highlight specific audience lifestyles
- Incorporate detailed geography into the model, including:
- Calculating the distance people are willing to travel
- Understanding geographic barriers people face
- Understanding competitors in a city, larger market, or region
We know our MicroModeling® is superior. How? We’ve compared a single list modeled for a client’s expansion project to that of a competitor for this senior living campaign. The competitor’s list was used for 6 events; Sabal’s list was used for 5 events. The initial campaign was then halted because the results exceeded their goal by 34%. Here’s what we found:
| Sabal Strategy | Competitor |
| 17,053 count per event | 20,516 count per event |
| 35.9% conversion of attendees | 32.2% conversion of attendees |
| 100% with a $1 million net worth | 13% with a $1 million net worth |
| $6,400 average cost per event | $8,000 average cost per event |
When we performed a matchback analysis of those who joined the waitlist for the expansion project, 68.6% matched to the Sabal list:
- Decile 1 had a 44.44% match rate
- Decile 2 had a 24.07% match rate
- Decile 3 had a 14.81% match rate
- Decile 4 had a 5.56% match rate
- Decile 5 had an 11.11% match rate
Simply stated, the MicroModel was spot on in finding the right qualified prospects who converted to leads, deposits, and sales!
The Power of Sabal Strategy
Are you ready to see your leads grow? Would you like to see your sales team’s conversion rate for new leads-to-depositors or -residents beat the industry’s benchmark of 5%? Does the prospect of attracting younger residents appeal to you? And would you like to lower your marketing costs by reaching out to a smaller, more qualified audience? All that is possible. And the team at McLean can point to their expansion campaign results as proof that Sabal’s data is best in class. It was possible because their customized MicroModeling® report pointed the way to success.
Others may boast of their modeled data based on national databases. They might even use as many as 1,000 data points. But they are simply outclassed when you compare apples to apples in terms of data. Only Sabal’s model includes:
- Community specific financial modeling and targeting
- Predictive forecasting of the marketing universe
- Senior living fee structures and product knowledge used to model the ideal universe
- Specific lifestyle segmentation based on a community’s unique audience
- Community and a senior living specific marketing universe
- 4,600 proprietary Super Variable™ lifestyle data points
- 475 unique lifestyle variable data points
- 3.4 million unique geo-based census block groups
Add it all up and there can be no doubt. When it comes to data, Sabal Strategy is the leader and your best choice for world-class data. If you’d like to know more about why and how, or you’d like to learn how quickly you can get your hands on a custom MicroModeling® Report, just give us a call. Maribeth, Angela, and Natalie would love to help your team exceed expectations!
