Survival and Prosperity in the 21st Century
7 "Traits" of Highly Effective Senior Housing Marketing

First, know your market.
More and more, we are in the center of a localized market. Know what type of facility and services are needed and desired. It may not necessarily be what you know but who you know, or to whom are you marketing. Personalize and individualize the marketing. Bring the industry and the consumer into direct contact with each other by involving both in collective education. For instance, surveys and focus groups involve both education to you and education to the consumer. Communicate on a one to one basis. That's how we market and how we sell today. Stay in close contact with your true prospect and the decision-maker. It is vitally important.

Second, know your competition.
Currently, who is your toughest competition (other than staying at home). Do they offer similar services, a different rate structure, a better location? What is their marketing strategy and their marketplace niche? Review and analyze the competition on a regular basis. Know why they are doing better or worse than you. Learn from their successes and their mistakes.

Third, know your niche.
Knowing your competition will help you determine your niche in the marketplace. Understanding who you are serving and why living with you is different (or better) than other options, is key for you, and key for your sales staff.

Fourth, know and understand key market influences.
For instance, is a hospital affiliation the proper one? Is the real estate market struggling or is it a sellers market? Is the neighborhood changing - for better or worse? Are your staff salaries competitive for the area? Are companies in your area experiencing growth? Are families moving in or out of the area?

Fifth, maintain resident satisfaction.
It's a priority as never before. Proactive resident satisfaction translates to your bottom line. Know the benefits that are expected. Constantly monitor that you're meeting those expectations.

Sixth, be market driven.
Involve the whole team in the marketing efforts in the pursuit of identifying prospects and customers...use a proper balanced mix of marketing programs including awareness, promotions, event marketing, direct marketing, public relations, telemarketing, networking, customer assistance programs, etc. Conduct a marketing audit on a regular basis, and share the results with your sponsors, the owners, and management. Learn what's working and what's not.

Seventh, try something new.
If you continue to do the same as you did before, you'll fall behind the competition. Keep changing. Your programs, your design, your marketing all need to try something new, different and more exciting than you did last year. If you don't do it, your competition will. Next year, start your "opportunity marketing" program, and expand your "low cost marketing" campaign.

This Senior Living Views article is reprinted with permission from ZA Consulting, LLC Copyright 2000. Senior Living Views can be found at www.zaconsulting.com.