If you are in sales and marketing for a senior living community, such as a continuing care retirement community (CCRC) or a rental retirement community, you know that it can be tricky to get prospects on-site. Whether you are striving to get folks to take a tour, come for an event, or simply build awareness, [...]
Marketing a continuing care retirement community (CCRC, or life plan community) is crucial to a CCRC’s success. Why? Because CCRCs need to have high occupancy rates in order to remain financially viable. In essence, residents who live in the independent living portion of a CCRC cost the community less and thus their fees help subsidize [...]
The U.S. Small Business Administration (SBA) recommends that small businesses (those with revenue under $5 million) should designate between 7 and 8 percent of their total revenue to marketing. In their 2021 annual survey of chief marketing officers (CMOs), consulting firm Deloitte found that marketing budgets were averaging roughly 11.7 percent of most businesses’ total [...]
A CCRC that is poised to thrive in the long-term should have an up-to-date marketing and strategic plan in place. And to create such a document, the CCRC provider must have a deep understanding of the size, needs, and preferences of their target demographic. Here are a few of the areas where I believe the senior living industry will see the biggest changes in the years ahead as they strive to appeal to newer retirees.
