In today's competitive senior living landscape, attracting qualified residents requires a strategic approach. It's no longer enough to simply cast a wide net and hope to catch some leads. The key lies in understanding who your ideal resident is and reaching them with the right message at the right time. This blog post, inspired by our conversation with Maribeth Jenkins, a market research expert and founder of Sabal Strategy, on The Drake Insights Podcast Episode 4 "Target Audience Lists," hosted by Natasha Drake of Drake Strategic, dives into the importance of market segmentation in senior living marketing.
Why Senior Living Target Market Segmentation Matters
Imagine throwing a birthday party for everyone in your neighborhood. Sure, some people might enjoy the celebration, but others wouldn't be interested at all. Market segmentation works similarly. By dividing your broad audience (seniors in a specific geographic area) into smaller, more targeted groups (active seniors who enjoy travel and cultural events), you can tailor your marketing messages to resonate with their specific needs, interests, and lifestyles. This targeted approach leads to several key benefits:
Increased Engagement: When your marketing materials speak directly to a resident's desires and pain points, they're more likely to pay attention and engage with your message.
Improved Lead Generation: Targeting the right audience means you're not wasting resources on unqualified leads. You'll attract prospects who are genuinely interested in what your community offers.
Higher Conversion Rates: By understanding your ideal resident's decision-making process, you can craft targeted messaging that addresses their concerns and nudges them towards taking the next step, whether it's scheduling a tour or attending an event.
Stronger Brand Positioning: Market segmentation allows you to develop a clear brand identity that aligns with the values and aspirations of your target audience.
Beyond Demographics: Behavioral Targeting Takes Center Stage
Traditionally, senior living marketing relied heavily on basic demographics like age, income, and net worth. While these factors still hold some relevance, Maribeth emphasizes the power of behavioral targeting. This approach goes beyond demographics and considers a resident's hobbies, interests, and online activity.
For example:
Does a resident enjoy birdwatching or attending book clubs?
Are they comfortable with online shopping and social media?
Do they travel frequently or prefer staying closer to home?
By leveraging this behavioral data, you can create highly targeted campaigns that connect with residents on a deeper level. Imagine sending a brochure about an upcoming gardening workshop to residents who have shown online interest in plant care, or inviting residents who enjoy travel to a virtual tour of a museum exhibit. These targeted messages are more likely to resonate with residents and generate a positive response.
The Digital Senior: Embracing Omnichannel Marketing
The stereotype of seniors being averse to technology is quickly becoming outdated. Today's seniors are increasingly active online, using social media platforms like Facebook to connect with friends and family, streaming services like Netflix to binge their favorite shows, and even playing games on their smartphones and tablets. This digital footprint presents a golden opportunity for senior living communities to reach their target audience through various channels.
Omnichannel marketing involves targeting the same audience segment across various marketing channels – direct mail, email, social media, and even programmatic advertising.
Imagine sending a postcard about an upcoming fitness class to residents who have shown online interest in staying active, followed by an email with more details and a registration link. By combining traditional and digital channels, you can significantly increase your reach and impact.
Data is King: The Multi-Compiler Approach
To create truly effective marketing campaigns, you need access to a rich pool of data. However, no single data source is likely to have all the information you need. Maribeth explains the value of a multi-compiler approach. By using data from multiple reputable sources, you can gain a more comprehensive understanding of your target audience.
For instance, one compiler might offer detailed information on a resident's hobbies and interests, while another might reveal their asset levels and creditworthiness. By combining this data, you can target high-potential residents who not only align perfectly with your community's offerings but also have the financial means to afford them.
The Takeaway: A Data-Driven Approach Wins
By implementing these senior living target market segmentation strategies like those discussed above, you can ensure your senior living marketing efforts are laser-focused on attracting the residents who are the perfect fit for your community. This data-driven approach translates to higher engagement, better lead generation, and ultimately, increased occupancy rates.
Looking for more senior living marketing insights? Subscribe to The Drake Insights Podcast and visit Drake Strategic's website at drakestrategic.com for additional resources.
Learn more about our Partner: Sabal Strategy:
From identifying the right audience most likely to convert to creating powerful digital and print campaigns, Sabal Strategy leverages the power of raw data and transforms it into ready-to-use information.
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