Connection. It’s the secret to helping people move from attending a discovery or lunch-and-learn event to becoming your newest resident. But no one does that without at least one, (really a whole lot more), important conversation. But here’s the thing no one says out loud: 9 times out of 10, you’re NOT part of that conversation. The most meaningful conversations don’t happen in your office or during a tour of your senior living community. They take place around the kitchen table. During a FaceTime chat with ‘their kids’. Or maybe while walking the family dog. But no matter where it takes place, you’re NOT there.
Let that sink in for a moment.
When people are talking about and moving toward making one of their biggest decisions, you’re not present. You’re not in the room. And yet, it’s all about you or at least your community.
So how do you get to be part of that critical conversation? Here’s one truth I’ve learned: you have to touch their heart and earn their trust. Then, the heart will tell the brain to write the check so they can make the move. It’s never as simple as inviting someone to an event and leaving with their check and signature on the contract. (Don’t we wish!)
It’s a long process; some say it takes at least 28 touch points to make a sale. Each individual is talking about it to friends, family, and others. So your age- and financially qualified audience isn’t the only audience for your marketing campaign. But I can hear you now: “Great (NOT), so how do I find these other audiences? Welcome to my world. Hang on while I put on my superhero cape and get to work.
We all know every new resident has a unique story that led them to choose your community. We also realize marketing campaigns aren’t built around an individual’s personal journey to saying yes. But when you look at all of them, there are commonalities you can identify and use to conquer the barriers between “I’d like to know more” and “where do I sign.” When you know what those friction points are, then you know who can help turn a pain point into a yes point. And that’s where Sabal Strategy’s ability to build the right datalist for each audience makes ALL the difference.
You’re located near a military base? Terrific! Let’s see how many qualified vets with an emotional link to that post or base or academy we can find across the entire country.
Your city is home to a major university? So many audience possibilities! How can you showcase all there is to offer?
Your current residents rely on the advice of a certified financial planner? We can find them so you can introduce them to everything you have to offer your residents.
Or maybe, you’d like to target healthcare professionals? Our data experts know who and where to find medical professionals across the full spectrum of healthcare.
Perhaps you’ve got a terrific campaign ready to go if only you could reach adult children. We can reach those adults whether they’re scattered across the US or if they’re living locally. And yes, the right message mailed to adult children really works!
With our resources, you’re not limited to specific ZIP codes within your marketing footprint. You’re only limited by the conversations you want to have. It’s up to you. Are your current conversations making a difference? Or would you like to reach the right people? When you’re ready to expand your reach, give me a call! I’d love to help you build the right audiences.
