SENIOR LIVING IN THE 21ST CENTURY

An A-Z Guide SENIOR LIVING MARKETING · An A-Z Guide 2

Introduction

More than 10,000 baby You already know that boomers turn 65 each day generation X is online, but and will continue to do so so are the boomers so until the early 2030s. you need to be there too.

While they’re looking to stay as active senior-citizen-phone-tablet.jpgYes, and healthy as they can – and possibly you probably have a website. It may even continue to work in their later even be a great one. But being online years – they’re also starting to look means more than just a website: you ahead and research their housing need to actively market your senior options for the days of their retirement. community online.

What’s more, many younger boomers At least At least 77 percent of Baby are looking for a senior living Boomers go online each month community for their own parents (ages and almost half of them do so via 75 and older) while the older members smartphones or tablets. and almost of Generation X (now entering their half of them do so via smartphones early 50s and squarely in their 40s), or tablets. may be starting to look for senior community for their own older boomer Boomers today are connected. They parents (now starting to hit 70). are on social media: 78% of Facebook users are 56 and over; 31 percent SENIOR LIVING MARKETING · An A-Z Guide 3

were on Twitter and, because so many • Trust that you’ll take great care of about your community’s costs and are still working, 35 percent are on themselves or their parents amenities, offers tips for finding LinkedIn. They also use laptops, tablets the right active living community, and smartphones with ease in order to Making it easy for prospects downsizing strategies, finding research purchases – and one of the work, staying healthy, living a biggest purchases they may make in to find you online and come wonderful life, etc. In other words: their lives could be choosing to live in to trust you: good, meaty information that your senior living community. helps them as they research their In short, there basically are six parts of options while also positioning you In short, you need to market your a great online marketing plan for your as an expert. community online, you need it to be community: easy for boomers and members of 4. EMAIL – Using email to share 1. Optimizing your Generation X to find you when they WEBSITE – additional information with the senior living community’s most search online and, once they reach your people whose email you have valuable marketing asset. website, they need to: captured on your landing page.

2. These • Be able to find what they’re LANDING PAGES – 5. SOCIAL MEDIA – Meeting capture your prospects’ attention looking for quickly and easily your prospects and building a and grow your contact list. relationship with them through the • Feel you are an expert at what channels on which they spend the 3. – This provides information you do SENIOR LIVING MARKETING · An A-Z Guide 4

vast majority of their online time.

6. – Strategic and focused ads on search engines and social media to capture the interest of those who are currently TABLE OF CONTENTS: on the hunt for a senior living community. Ads – so long as they are well-executed – are a terrific source of finding highly qualified 1. WEBSITE leads almost instantly. 2. LANDING PAGES

This type of marketing allows you to niche down to the narrowest of 3. BLOGGING demographic and geographic prospects. It can even help you market to 4. EMAIL MARKETING the customers who have the attitudes, interests and values that make up 5. SOCIAL MEDIA what you have deemed to be your perfect customer. 6.

What’s more, senior living community inbound marketing strategies CONCLUSION provide you with strong and measurable ROI – much more so than NEXT STEPS traditional advertising media such as television, radio and print. Companies that use inbound content/marketing platforms with well- definedbuyer personas see a 45 percent increase in the volume of sales accepted leads (SALS)

The six inbound marketing steps in-depth:

So let’s get down to the meat of the matter: how to truly market your senior living community online so that prospects will find you, decide your community is the community for their family, and either become a resident themselves or help their parents choose you for their later years. SENIOR LIVING MARKETING · An A-Z Guide 5

PART 1 Your Website

YOUR SENIOR LIVING COMMUNITY’S MOST IMPORTANT MARKETING ASSET

Because digital media is • DOWNLOADS QUICKLY. Not only so foundational to modern do visitors leave slow sites, Google increasingly is looking at your site’s marketing, it only makes download speed when it comes to sense to ensure that your a search engine’s results. community’s website is • HAS TOP-NOTCH VISUAL optimized so that your DESIGN. Visitors to your site prospects will find all of the immediately begin forming an great information on it that opinion of your community’s you’re going to provide. quality, legitimacy, reliability, and trustworthiness. A high-quality What’s more, because your website is user experience on your site, is an one of the very first impressions almost enormous factor in shaping their of all your prospects will have of your opinion of you. community, you need to give them as great an experience on the site as you • HAS A SOLID, WELL-CODED work to give them in person. BACK-END. While invisible to your site users, and maybe even to you, You want to be sure your website: the quality of the website’s content SENIOR LIVING MARKETING · An A-Z Guide 6

management system, and the quality of the custom Content is Emperor theme code written on top of it, is massively important to your website’s long-term longevity. A great back-end is Time was – just five years or so ago – that search engines the difference between a site that can be maintained and showcased those sites that had keyword-rich content. But expanded for years to come, and a site that needs to be search engine algorithms have definitely changed and now completely rebuilt in a year or two. they primarily want content that’s useful for searchers. In other words, while Google, will still look at keyword density and word • MAKES IT EASY FOR YOUR VISITORS TO FIND what count, what’s most important to the search engine crawlers is they are looking for quickly. Your site’s navigation should good, solid information. be simple, internally consistent, and intuitive. Your primary step, therefore, is to regularly publish articles (this • LOOKS GREAT ON ALL TYPES OF DEVICES, not includes ), videos, podcasts, and info-graphics. Make sure just a laptop or desktop computer. Make sure your they are well produced and written/shot for people – make site is optimized for people using the internet via a them readable – not for the search engine. Keywords should be smartphone or tablet. used but search engines tend to focus on trying to understand SENIOR LIVING MARKETING · An A-Z Guide 7

the searcher’s intention. So make sure your content is logical and provides quality information

In fact, when it comes to written content, Google and other search engines want longer – much, much longer – content. Most article content has been 500 words or so in length, but Google loves long-form now, as in 1,500 to 2,000 words. It may not be possible to have web pages with that much content, but blog posts should be – at an absolute minimum – 1,200 words. A 2,000-word post is better because 2,000 words allow you to dive deeply into a topic. Google loves that.

Don’t be shy about adding internal links. Internal links within your content help people navigate easily around your site and also can help Google crawl your site all the more. An internal link is a link from one page to another of your website. Internal links can link to and from your blog posts, website pages, videos, downloads, etc. – anything that’s on a page on your site.

From Google Itself

If in doubt about what constitutes great content, Google has some advice. In a nutshell, Google says to ask these questions when it comes to your content:

• If you were a site visitor, would you trust the information presented? SENIOR LIVING MARKETING · An A-Z Guide 8

• Is it written by an expert or someone who knows the topic really well?

• Does the content have factual errors, or even spelling or grammatical errors?

• Is the content offering original information, reporting or analysis?

• Does the content provide “substantial value” as compared to other pages that appeared in the search results?

If you remember nothing else from this section on optimizing your website, remember this:

Tailor your content to your prospects’ interests. Give them what they want: information. Every page, every piece of content on your site should address their questions and concerns while showcasing your expertise – your authority – on the subject. SENIOR LIVING MARKETING · An A-Z Guide 9

PART 2 Landing Pages

CAPTURE YOUR PROSPECTS’ ATTENTION AND CONVERT LEADS

Landing pages are the hub of visitor can leave contact information. This every lead generation activity form can be simple (name, email and/or phone number) or complex (name, email, you undertake. phone number, address, company name, title, etc.). (And, yes, we said “pages:” you’re going to need several.) Give to Get Your blogging, advertising and social media strategies (more on these later) will lead You more than likely will have several to more visitors to your site. Spending people who have been following your all of this considerable effort to get more blog, your social media sites, your YouTube visitors to your site will do your senior living channel, etc, for some time and are huge community’s sales team no good if you fans, but have never actually given you can’t collect visitor contact information. All their contact information. A few of them of your work to get more people to come will contact you (via phone or email) to to your site will be wasted unless you can get more information on your senior convert them into true leads! living community, but most never do. So you’ll need to offer something for free in A landing page consists of some written, exchange for their contact information. visual/audio content, plus a form where a SENIOR LIVING MARKETING · An A-Z Guide 10

Even your best fans usually won’t give you their contact information without “getting something for it.” Yes, you’ve already been giving out great information in your blog and social media content, but to get that email or phone number, you almost always have to offer something a little more substantial: an e-book, case study, an infographic, the chance to watch a video – something which your visitor feels is valuable enough to exchange for his or her contact information.

Your landing page is the spot where the visitor must give you that information or he doesn’t get the free information. Once he fills out your form, he can then download your free offer.

Your landing page could be a blog post (you’ll place the information about getting the free information, plus the short form to fill out, at its end), but it’s usually a page dedicated to “selling” and describing your free offer. (These pages are called “landing pages” because visitors often “land” there after they clicked on a call-to-action (CTA) link or button.)

Your landing page’s content offer should be enticing. The design should be eye-catching. The form must be easy and quick to fill out.

The content you offer visitors in exchange for their information must be something they can’t otherwise find on your website, social media sites, etc. It also must really speak to their wants and/ or pain, as it provides information that will help them get what they want or alleviate a problem they’re facing. SENIOR LIVING MARKETING · An A-Z Guide 11

Download offering examples suitable for people who have difficulty with more active exercise. senior living communities • A step-by-step guide on how to downsize your housing when you’re an “empty-nester.” What type of content could a senior living community give away? • A tip-sheet on how to interact with a parent with dementia. • An e-book on how to know when it’s time to move Mom and/or Dad. • An e-book on how to set up financial power of attorney for a parent who can no longer handle his or her finances. • An e-book on caring for Mom and Dad as they age. • A workbook that will help retirees calculate how much • A video that offers a seated exercise regime for older money they could save by downsizing their housing. SENIOR LIVING MARKETING · An A-Z Guide 12

Getting traffic to your landing page

You’ll want to place calls-to-action (CTAs) that describe and tout your free offering on just about every relevant page of your website and social media sites.

You should place CTAs:

• At the end of your blog posts.

• On your social media sites (be careful about being too self-promotional, however). You may want to consider “boosting” a Facebook post that shares the offer, or purchase ads on Twitter or LinkedIn.

• In your email marketing campaigns. Yes, you already have these folks’ email addresses, but great marketing for senior living communities is all about building relationships and showing your expertise. The more information – either through a download or on your site itself – the more they’ll come to trust you as well as believe in your expertise).

• Your employees’ email signatures.

• In your printed brochures, literature and print ads.

If you provide great information for your prospects and capture their contact information via an attractive and compelling landing page, your sales and marketing teams soon will have plenty of solid, interested leads – and you will look like a hero to your leadership team. SENIOR LIVING MARKETING · An A-Z Guide 13

PART 3 Blogging

YOUR MAGIC MARKETING TOOL

As mentioned above, Google engines love the new. The crawlers take wants content. Lots and lots note and come check you out. The more often they check you out, the higher of content. your site will rank in search results.

More importantly, your prospects Every blog article is a web page. Blog want information. Lots and lots of at least once a week and you’re adding information. Good, quality information. at least one new page to your website each week. A blog is a great place to put that information. In addition, you have a better chance of being found by prospects for different The more you blog, keywords as you blog. Someone looking the better. for information on how to start the conversation with their spouse or parents From the search engine’s point of view about moving to a senior community – to help you rise in search results so could find your post on it. Someone else that prospects will find you within the wondering how to exercise while sitting very first few results – new web pages down will read your post (if you write are wonderful. Google and other search about it). Another person is looking for a SENIOR LIVING MARKETING · An A-Z Guide 14

place to come to learn more about Medicare Part D and could community is on top of issues regarding seniors and the come to your facility, if you blog about Medicare Part D and that things they care most about. When it’s time to contact you’re holding a seminar on it in two weeks. an active living or assisted living community, which one do you think your blog’s readers will contact – the one Different topics, different keywords – but all of interest to they’ve never heard of before, or the one whose content your prospects. they’ve been reading for months or years?

Write about what you know and you’re Also be careful about being too sales-y. Don’t talk about soon THE expert. just the benefits of living in your community – talk about the benefits of living in any senior community (and don’t forget Expert status helps in two ways: to mention some drawbacks). In other words, be fair and balanced in all your posts. • As mentioned in part 1 above, Google wants specific and expertly written information. The more you blog such Remember to write for real people: focus information – and don’t forget to write long posts so that on buyer personas. you can delve into the substance of a matter – the more Google loves you. When writing your posts, it is best to write as if you’re writing for one particular person and that person should be one of • Your readers will see your expertise via your blog posts your buyer personas. and will come to trust that expertise. They soon will know you know your stuff, and that your senior living SENIOR LIVING MARKETING · An A-Z Guide 15

Personas are imaginary, yet in-depth • How well acquainted are they descriptions of different key prospects. about senior living communities? Is Creating personas helps you ensure that this the first time they’re becoming you’re writing content and blog posts that aware of what they’re like, or have speak to the goals, needs, pain points, they been researching assisted and wants of your perfect prospect. living/senior living communities for several months or years? Are they To create your personas, you must know looking to move themselves, or are the answers to the following questions: they looking for a home for their parents/grandparents? • Where do your prospects live, how old are they, what sex are • What are their pain points? What they, how much money do they challenges are they facing? What have? Are they married (this goals do they have? How can your probably is important for senior specific community help them living communities), do they have reach those goals or alleviate their children (if so, how old are they)? pain/challenges?

• What kind of personality do they • Where do they get most of their have? Do they make decisions information? Via websites? By based on logic or emotion? Are reading newspapers/magazines they impulsive or methodical? Are or listening/watching radio and they introverts or extroverts? television? Do they only buy when friends speak highly of the product • Are they retired? If so, how long have or service? Are they on social they been retired? If they are still networks? If so, which ones? working, when do they plan to retire? SENIOR LIVING MARKETING · An A-Z Guide 16

• What are their most Consider interviewing people who frequent questions and match your ideal persona/perfect concerns? What do they like customer and ask them these and dislike about senior/ questions. If you don’t want to do assisted living communities this yourself, you could engage a in general? firm.

To find the answers to the above, As you write your buyer personas talk to your current residents, (you should create at least three), former residents (if applicable), the give each a name. Find a stock children of and former residents, photo and give the document a your current prospects, etc. Talk face to go with the name; doing to your salespeople: what trends so helps you “see” a real person are they seeing in the people who behind the persona. move into your community? Ask Finally, summarize how your your sales staff about the ones community helps each persona who came close but didn’t move reach his or her goals or alleviate in: is there a pattern as to why his or her concerns. they chose not to? Did they go to another facility? Why? Write every piece of content as if you’re writing to these personas; You also should look at your social as if they are real people with media and website analytics for real concerns and questions. insights. Which content is getting Your job is to make every post as the most traffic, and from where? informative and helpful as possible. Talk to employees – your people on the front lines – and so on. SENIOR LIVING MARKETING · An A-Z Guide 17

PART 4 Email Marketing

BUILDING STRONGER RELATIONSHIPS

When done correctly, email Inboxes may be full, but marketing is one of the best email marketing still works! ways to engage people with With an ROI of 3,800 percent (or $38 your senior community. in sales for every $1 spent), email Great inbound marketing focuses on marketing is pretty much impossible to building and then nurturing ongoing beat. But, again, it needs to be done well relationships and email marketing helps from the beginning. create that relationship right in your Here’s how to do so. prospect’s inbox. 1 | MAKE SURE YOU HAVE But this isn’t spam. Not at all! You only PERMISSION. send email messages to those individuals who have given you permission to You may have several hundred email do so (they did so when they entered addresses already, but you must make their email address on a form on your sure the owner of each address truly website), and they always have the gave you permission to send email. option of asking you to stop. This is called Going to a Chamber of Commerce “permission-based marketing.” meeting and adding the email addresses SENIOR LIVING MARKETING · An A-Z Guide 18

of the people you meet there is not permission.

Permission is:

• Someone entering his address on a form on your site in order to get specific information.

• Someone signing up on your website for email newsletters.

• Someone who is already a paying customer.

• You set up a bowl at the Chamber of Commerce or convention, etc. so that people can subscribe to your newsletter by putting their business card in the bowl, and you make it clear that putting the card in the bowl means they will get the newsletter.

Permission is not:

• Buying an email list.

• Adding the email addresses of people you’re connected with on LinkedIn.

• You run a contest to win a free lunch and people enter their business cards in a bowl, without specifically making it clear that entering their business cards will add them to your email list.

• Adding email addresses from member lists from Chamber of Commerce (even if you’re a member), trade show and conference attendees. SENIOR LIVING MARKETING · An A-Z Guide 19

In other words, permission means that someone gives you his email address knowing clearly that doing so means you will send him emails.

2 | MANAGE EXPECTATIONS WITH YOUR FOLLOW-UP. If you say you’re going to send one email every two weeks and then send three in one week, you’re just asking people to unsubscribe from your list. On the other hand, if you promise daily news or updates – and the individuals signed up for those updates – you’re going to have some very disappointed subscribers if you don’t deliver on the daily updates you promised.

This is why your “thank you” email should be sent immediately after someone signs up (it can include the download item you offered). Set expectations then: tell your list members right away how often you will be emailing them, and what sort of content they can expect in those emails.

3 | IF YOU PLAN TO SEND NEWSLETTERS, MAKE SURE THEY’RE GREAT. The best newsletters are those that provide a good mix of information, news and special offers. Information could be a short paragraph that introduces your latest blog post (with a link to the post). News could be information about public events at your community, links to items in the media of interest to your target audience, etc. Special offers are just that: move-in discounts, special rates, etc. SENIOR LIVING MARKETING · An A-Z Guide 20

Your main focus should be using your emails to build your you’re offering valuable information while asking for nothing in relationship with your prospect, so keep offers and sales pitches return. This helps gain your subscribers’ trust so that when you to a minimum and don’t include them in every email. do send offers or sales pitches, they won’t be annoyed.

4 | USE AN EMAIL MARKETING SYSTEM TO AUTOMATE Schedule your emails to go out on the same day of the week, or YOUR EMAILS. at the same time of the month. HubSpot, Aweber and MailChimp, among others, are excellent An email marketing system also makes it very easy for your email marketing systems. But they do you no good if you don’t subscribers to unsubscribe from your list (which is required by schedule regular emails to broadcast. law). The system itself will add a link at the bottom of each email you send that allows a subscriber to quit your list. Consistency is critical, so you should set up an “evergreen” email sequence that you will send to every new subscriber to Treat your email subscribers with the utmost of respect. Your your list at least each month for six months or a year. You can email list is one of your most valuable of marketing assets, and offer free e-books, infographics, videos, etc. when managed well will bring you an incredible return on your investment of time and money. Doing so helps build relationships with your subscribers because SENIOR LIVING MARKETING · An A-Z Guide 21

PART 5 Social Media

ENGAGING CUSTOMERS IN “THEIR BACKYARDS”

We’ve said it a few times before Social media is where and we’ll say it again and again: people spend most of their content is emperor when it time online. comes to marketing your senior In 2020, there are nearly 3.2 billion people living community today. “actively using social networks,” and the Now that you’ve written great content, average user spends over 2.5 hours on how do you get it into the hands of social media each day. That’s nearly 70 prospects? In addition to promoting hours a month on social media, mostly on it through email, you can and should the top six platforms. Facebook alone, has share your content via your social seen a 7 minute increase since 2014. media channels. Bottom line: you’d be missing out on an Of course, social media is much more enormous opportunity to engage and than a broadcast tool: it’s also the place grow relationships with your prospects where you can “meet” your prospects on if you don’t build a strong presence on a personal level and interact with them, social media. helping you build that all-important relationship you need. SENIOR LIVING MARKETING · An A-Z Guide 22

Social media also helps and gaining higher search visibility. that’s a) laser-focused on what they want your SEO. and b) beloved by the search engines. This higher ranking also provides a (Google, Bing, etc. reward content that terrific feedback loop: the higher you In addition to forging bonds with closely answers search queries by rank, the more people will come to your social media followers and placing it higher in search results.) your page, thus attracting ever more broadcasting your informative and influencers to your content. Your social media plan should be one that problem-solving content to them, social includes posting on your community’s media itself allows you to connect with social media channels, paying for social influencers within the senior, aging, Social media provides tons media ads and – as mentioned above – lifestyle, healthcare, and assisted living of data, allowing you to fostering relationships with other social communities. Once you connect, you learn ever more about your media channels. can promote their content via your blog, audience. social media sites, etc., and they can Building relationships with your senior do the same for you, thus growing your Facebook, Twitter, LinkedIn, Instagram, community’s prospects through social own network exponentially. et al provide their members with a media is absolutely critical due to the significant amount of data regarding their highly personal nature of your services. Social sharing from influencers has the followers. Social media analytics tools Broadcasting your content as well as ability to sometimes lead to inbound links provide exceptionally granular insight engaging with your target audience on to your site from other websites, which is into what type of content your followers social channels is a terrific way to get one of the cornerstones of increasing your love, allowing you to create content those relationships started and nurtured. domain authority in the eyes of Google SENIOR LIVING MARKETING · An A-Z Guide 23

PART 6 Online Advertising

FIND THOSE WHO ARE SEARCHING RIGHT NOW

Just about every topic months or years to gain traction. discussed above has dealt to Advertising on search engines and some extent with what is known social media sites, on the other hand, as “organic search results” on can bring highly targeted visitors to search engine results. your site immediately. Before we go on, a note: while online That is, you populate your website with advertising can be very effective, a great content in order to appear higher holistic inbound marketing approach is in search results, and you promote much more so because you’ve taken your content via social media and email the time to provide information that to grow the number of followers and showcases you as an expert as you visitors to your site. You didn’t pay for provide solutions to your prospects’ advertising on Google or other search needs and wants while building a engines for your high rankings on search relationship of trust. Advertising should results pages – you did it “organically.” be used more as a means of accelerating While exceptionally effective and this inbound marketing process, and not providing a fantastic return on your just as a standalone solution on which ROI, organic marketing efforts can take to pin your entire . SENIOR LIVING MARKETING · An A-Z Guide 24

Advertising sometimes does not scale well, and it also can become very expensive very quickly – without providing much in the way of results – if not done correctly.

Think of advertising online as an additional tool on your inbound marketing tool belt.

Find prospects looking for you NOW.

The real beauty of online advertising comes in two forms:

• You’ll find people who are looking for a senior living community right now.

• Advertising online allows you to target your ads so that you find highly qualified leads.

PPC Advertising

When most marketers talk about online advertising, they’re more than likely referring to pay-per-click (PPC) advertising on search engines such as Google and Bing, etc. An advertiser creates a small text ad, selects keywords he believes his prospects will use on the search engines, and then the ad appears when someone uses those keywords (it may appear more or less often depending on how much the advertiser is willing to pay “per click”). The advertiser pays for the ad only if someone actually clicks on the ad. The ad then takes people to a specific landing page. SENIOR LIVING MARKETING · An A-Z Guide 25

PPC ads are those that appear at the top of any search engine page (above the organic results) or on the top right of the page.

Test Keywords and Content with PPC

Engaging in PPC advertising allows you to quickly find which offers, headlines, keywords, assumptions, and even which landing pages work best. Finding this via PPC can help you then know where to prioritize and how to sharpen your inbound efforts.

Social Media Advertising

As for advertising on social media sites, many – especially Facebook – are making it tougher to reach your audience organically but also are making it easier and easier to reach them if you’re willing to pay a little bit for it.

Laser-Focused Targeting Capabilities

You’re going to need to test your ads and keywords to see which provide you with the best results. Search engine and social media programs have incredibly detailed analytics that allow you to see who (gender, age, demographics) is clicking on which of your ads and when. Your own website analytic tools then allow you to see which of those people who came to your site via an ad actually engaged with your site (downloaded an offer, filled out a form, SENIOR LIVING MARKETING · An A-Z Guide 26

emailed you, or bought the advertised service/product). As mentioned above, you can use online paid advertising as a way to find people who are looking for your services now – You can then take this information and, for example, target your there’s just no other channel that gives you the control, scale, ad only to married women between the ages of 45 and 62 who reach, and consistent results – so that you can then use your are interested in dementia care, who own homes valued at engaging and useful content to turn them into raving fans – and more than $300,000, who live in Centennial, Colorado, and who future residents! Pairing advertising campaigns with a strong are online between 6-8:30 a.m. on Tuesdays. organic inbound marketing component as discussed in previous sections will give you a holistic strategy that will bring results both In other words, you can target your ads only to those people in the immediate near-term future, and in the long-term future. who fit your exact buyer persona! SENIOR LIVING MARKETING · An A-Z Guide 27

Conclusion

When it comes to seeing results from marketing your senior living community digitally, be prepared to be pleasantly shocked by the results!

Digital inbound marketing brings prospects to you because you provide them the information they seek, give it to them when they ask for it (giving you their email address) and provides it to them where they hang out (social media and their inbox).

Because you build a relationship with them, because you show them your expertise and give them the information they want in the form of content they prefer (blogs, videos, e-books, etc.), when the time comes to make a move into a senior living community, they won’t choose a competitor: they will choose you.

Take a moment and read the last two paragraphs again. Notice the number of “they” in the text? That’s because when it comes to marketing today, it’s all about your prospects, not so much about you.

But then look at the last sentence of that second paragraph: It’s all about them, until they choose you! SENIOR LIVING MARKETING · An A-Z Guide 28

Next Steps

If your retirement community is struggling with any of the following issues:

• Generating and measuring an effective return on your marketing

• Transitioning from traditional channels to digital media

• Keeping up with the non-stop changes in the marketing world

• Having enough time and bandwidth to even keep up on everything

Let’s have a chat about working together. We can discuss your situation and see if partnering with ClearPivot to help execute your community’s marketing is a good solution for you.

Ready to bring your marketing to the next level?

Schedule Your Consultation → [email protected] | 720-515-4476