Finding your purpose in life can be filled with missteps, challenges, and moments of self-doubt. It can also be exhilarating, fulfilling, and flat-out wonderful. For Angela Hamilton, living a life of purpose is the result of more than 28 years of work within and for senior living communities. And that means she’s walked the walk and ruined plenty of high heels in order to make a difference for older adults.
Her original college plan was to become a doctor until a certain organic chemistry class changed her mind. Armed with degrees in sociology and psychology, and summers spent developing discharge plans in a hospital setting, it only seemed natural to move into a role as a sales counselor at Westminster Canterbury. What she discovered in that community was a revelation.
A Musical Revelation
As a 7-year-old, her mom had arranged for her to play the piano for seniors at a local nursing home. Her audience was filled with people parked in wheelchairs, bibs around their necks. Her musical interludes were a highlight of their stay in dreary conditions. So to see residents at Westminster Canterbury dress for dinner in dining rooms with linen tablecloths, residents who were encouraged to live, grow and thrive regardless of their health was astonishing. She came to the realization that senior living should live up to the standard of being the best and doing the best for all residents. For a decade, working in sales and marketing at the community level, she worked tirelessly to help individuals achieve the life they deserved.
Fresh Insights
The urge to help more led her to move from the community level to the agency level. This move led to two significant insights. First, she realized that she had valuable insight her agency coworkers did not because they hadn’t sat down with someone and gone through the entire buyer’s journey with them. They had not lived through all the email exchanges and multiple tours to that moment when they’re unpacking in their new home. They didn’t know what that looks and feels like and the impact you’ve had on their life. Second, most communities and agencies didn’t truly understand their treasure box of data. They either limited themselves to a single ZIP code or were locked into a too small footprint or a footprint that did not fit. They didn’t appreciate the difference between good data and bad data.
Data is a Superpower
Really great datasets help communities find like-minded people. Because she knew the power of great data, she knew she had the power to help thousands of people raise their hands and find the right community for them. Angela’s superpower was knowing the value of having the right data thanks to years of working with Sabal Strategy as a data partner. As a data strategist, she loved the challenge of working with less than perfect communities to help them move the needle. And as an advocate of authentic omnichannel marketing, she knows the value of using the full range of digital tools to stretch even limited marketing dollars. Her goal with each client is to get the phones ringing so the sales team can do their jobs.
Angela’s Next Move
Now, as a Strategic Consultant at Sabal Strategy, Angela is looking forward to drilling down into the data to figure out each community’s unique personality, their specific niche, and then make customized recommendations that will truly work for them. “Today,” she says, “we are all tethered to our phones. We ‘google’ everything from the price of eggs to senior living options. And that includes older adults.” That’s why a data strategy is a must, and it begins with a MicroModel Report. She relies on the psychographic data insights of the report to understand the community’s unique niche. And she believes this report needs to be used by everyone from the leadership to residents to the creative folks at the agency. When everyone works from it, your prospects will see themselves in your messaging. instead of automatically turning away.
Data, Kids, and More
Having worn many hats in the field of senior living, she’s excited to partner with new clients in order to do what’s right for each community. She’s excited to dive into your database to look at how old it is, and how deep. She wants to look at all the data points and brainstorm fresh approaches for individual audiences. Above all, she’s committed to being conscientious about your budget dollars. The goal is to serve and help individuals take the next step. Senior living relationships are now longer than ever. And it’s becoming more and more generational. Angela’s goal is to deliver on a promise that all generations can be excited about.
In between strategy sessions and data dives, you’ll find this mom of two on her hobby farm with sheep, chickens and a big floofly dog or three. Or working as a creative maker and crafter. Or maybe she’ll be baking up a storm. And, if we’re lucky, maybe we’ll catch her playing her baby grand piano. But no matter what, we do know she’ll be thinking about you and the future of senior living.
