STRATEGIC RegiOnAL MARKETING
Region, city, and even commu- nity-level marketing has to be xtremely specific, agree the
Executive Focus Group participants.
“I think you just have to be very stra-
tegic in each market,” says Lombardo.
“In some of our smaller markets, what
works best for them are the personal
letters, the inserts, and community in-
volvement. In a different market, like
Richmond, Virginia, we have been
serving seniors for more than 18 years.
We see generations of people moving
in due to family referrals. Grandmoth-
er was a resident, an uncle, and now
Mom is in need of a community. It’s a
perfect fit because they’re familiar with
the community and have already estab-
How they market in Atlanta’s tony
Buckhead community is much dif-
ferent from how they sell in more
rural Carrollton, Georgia. There, says
Hamner, it’s all about community
outreach—inviting in the Rotary club,
Daughters of the American Revolution
chapters, and guest speakers.
“ONE OF THE BIGGEST THINGS
THAT WE’VE SEEN WITH THE INCREASE IN INTERNET
LEADS IS OUR INQUIRY-TO-TOUR RATIO GO DOWN
SIGNIFICANTLY. INTERNET LEADS COME FROM
ALL OVER THE COUNTRY. BEFORE, IT WAS MORE
COMMUNITY-BASED AND YOU’D HAVE A HIGHER
PERCENTAGE OF PEOPLE COMING IN FOR TOURS.
NOW, 10-15 PERCENT OF LEADS COME IN FOR TOURS.”
JESSICA PHAUP, SUNRISE SENIOR LIVING
“In those small towns, what works
best for them is community involve-
ment. But in Atlanta, outreach is
tough, now especially,” says Taft. “We
have to be strategic on how we’re going
to do our outreach.”
“I think that’s something we really
try to be conscious of in each of our
markets—how we would sell in Boyn-
ton Beach and Palm Beach Garden in
Florida is very different than Concord,
North Carolina,” adds Hamner. “Not
to say we’re dummying down for the
consumer. But you have a very differ-
ent consumer that is probably going
to want to investigate based more on
relationship as opposed to price.”
“Metro markets are very competi-
tive,” agrees Phaup. With the number
of communities in a dense market, the
communities have to make a great first
impression and know how to connect
with the leads and referral sources
quickly and effectively.
Advertising is still used, particularly
in smaller markets, say participants,
and they’re all signed up with the big
Internet-based senior living commu-
nity search engines.
Angela Hickman Brady is contributing
editor of Assisted Living Executive. Reach her
In metro markets, first impressions are
even more critical, says Jessica Phaup.
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