This blog post dives into key strategies and takeaways from The Drake Insights Podcast Episode 5 "Marketing Events 101" hosted by Natasha Drake of Drake Strategic. This blog post explores the strategic use of senior living marketing events to generate leads, nurture prospects through the sales funnel, and convert them into residents.
The Power of Purposeful Senior Living Events
In today's competitive senior living landscape, many communities miss the mark by neglecting the potential of well-planned marketing events. Strategic events serve as powerful tools to achieve specific goals, maximize your return on investment (ROI), and ultimately boost occupancy rates.
The Four Types of Senior Living Marketing Events:
#1 Lead Generating Events
These events aim to attract a large audience interested in senior living options. They typically have a low barrier to entry, such as open houses, informative "Dine and Discover" events, or engaging "Taste and Tour" experiences. The goal is to introduce potential residents to your community and generate a large pool of leads for your sales team. And even though these are low barrier to entry events, they still must be strategically tied to your key strengths and differentiators so they stand out among the competition’s events and showcase your key selling features.
Frequency: Limited throughout the year, a goal of quarterly or at least twice per year depending on your budget and market.
Strategic Timing:
Post-Holiday Season (January): Capitalize on the time when many families begin researching senior living options after the holidays.
Spring (March or April): Leverage the season of new beginnings as adults consider possibilities for their next chapter.
Early Fall (Right Before or After School Resumption): Align with the time frame when adult children might be discussing senior living options with their parents. This timeframe can vary by market, so research is essential.
Early December (Right After Thanksgiving): Tap into the period when families come together and senior living needs often become a topic of conversation.
#2 Lead Advancement (Nurturing) Events
These targeted events focus on qualified leads who have already expressed interest in your community. They are designed to educate them further about your unique offerings and the goal is to provide informative content and experiences that nurture these leads further down the sales funnel. Examples include engaging speaker events featuring industry experts, educational workshops on topics like downsizing or navigating long-term care options, or insightful panel discussions with residents and staff.
Frequency: More frequent than lead generation events, ideally quarterly or even monthly depending on budget.
#3 Conversion Events
These intimate events target a select group of highly qualified leads who are nearing a move-in decision. The purpose is to provide a personalized experience that showcases the unique strengths and amenities of your community. Examples include exclusive luncheons with the executive director, interactive chef showcases highlighting your culinary program, or personalized tours tailored to specific needs.
Frequency: As needed, with the flexibility to conduct them monthly or even more frequently.
#4 Outreach & Referral Events
These events serve to cultivate relationships with key referral sources in the senior living industry, such as healthcare professionals, social workers, and financial advisors. The objective is to foster a network of collaboration and encourage referrals to your community.
Frequency: Regularly scheduled events, ideally held quarterly at a minimum, are essential to maintain strong and mutually beneficial relationships. For communities that rely more heavily on referral sources, monthly would be recommended.
Key Considerations for Senior Living Marketing Events
Strategic Alignment: Ensure your marketing events are meticulously planned and aligned with your community's unique strengths and differentiators.
Target Audience and Market: Consider factors like budget, location, and the specific demographics of your target active adult audience when determining the type and frequency of events.
Event Mix: Utilize a diverse range of events to cultivate leads at various stages in the buying journey, nurture prospects, convert them into residents, and solidify your referral network.
Partnering for Senior Living Marketing Success
For a more in-depth consultation on crafting a strategic senior living marketing event plan tailored to your community, contact Drake Strategic who can partner with you individually or your reputable marketing agency specializing in the senior living industry.
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