THERE'S GOLD IN LOST LEADS

A goal for 2012 may be updating the community's marketing database. While it may seem to be a responsibility of the marketing team; sometimes a fresh new voice connecting with a customer may resurface interest.

It's like chicken soup...it can't hurt.

This is not telemarketing. It takes an experienced telephone caller to pursue lost leads. We use people with senior housing community marketing experience. They have made these calls when they worked at communities so they know just what to ask and how to build rapport with people.

The "I'm not ready yet" may now be ready. You just don't know how their 2011 was spent. Perhaps more illness, the death of a spouse, family issues.....spending about 10-15 minutes could reinvigorate this lead.

While your sales people work the latest leads; a skilled outsourced caller may be able to handle some of "lost leads."

The concern that there's a new person calling is certainly valid. But reconnecting with old leads may be easily explained by a caller who merely explains we are updating our files and wanted to check in with you.

Newsletters & Senior Communities

I recently received a newsletter for a senior community and considering the cost involved; there were missed opportunities to merchandise the community.

Here are a few tips:

1. What do you want the newsletter to accomplish--it's primary purpose is to show lifestyle and offer a different content than what can be found on the website or in a brochure.

2. A newsletter is much more topical and should be more magazine-like with short articles and lots of pictures.

3. Using a floor plan in a newsletter isn't a good idea. The artwork is small and this is really what you want someone to learn when they visit the community. An article entitled "Our Best Seller" with an interior photograph would be much more effective; if the newsletter needs to include product.

4. Pictures should be large enough to be able to be seen without readers. Use pictures that compliment the subjects....we don't need to see legs or extraneous background.

5. Get permission to use pictures from residents and staff and identify subjects in photo cut lines. If someone reads their name; it will encourage them to send a copy to family and friends.

6. Consider an oversize format rather than typical 8 1/2 x 11. Alot of work goes into production and it may be worth the cost to be larger.

7. Make sure the copy is interesting rather than trite. Provide the reader information that they may not know about the community.

8. Use explanation points sparingly. Periods are sufficient and the copy should make the point.

9. Return coupons for information is old-fashioned and takes too much valuable real estate. People either will go to the Internet or telephone for information.

10. Interview several residents and include their profiles. People like to read about people and what motivated them to move to a community and how they spend their time. We like inspirational stories.

Newsletters either written or emailed offer great opportunities to paint the lifestyle. They are well worth the time and expense.

AARC CONFERENCE OFFERED GREAT TIPS

Last week I was a speaker at the American Association of Retirement Communities and presented "On The Road, Lessons from Best and Worst Practices" geared to residential real estate commuities.

AARC is an association geared to people in economic development, chambers of commerce, and residential real estate and offers sessions for education about bringing retirement to a city/community and is focused on the south.

I met some interesting people representing small town southern America that may not be in your bucket list but offer some interesting alternatives for retirement options. From Picayune and Stark, MS to Hot Springs, Arkansas to Kingsport, TN; these are places worth considering if you want to maximize your retirement dollars and find nice people and plenty to do.

We generally think big cities with well known brand names when we think about relocation options but meeting these city representatives was worthwhile.

In a session "Affecting Consumer Change in the Recovery Economy", Berkeley Young spoke about the amount of boomers still traveling today despite the ecomomy. This echos my thinking too.

It's alot easier to take a trip than sell your house. This may not be reassuring to developers but the small towns feel if they can offer a great vacation experience; when the house is sold; they may be on the bucket list for relocation. There's alot to this.

I mentioned that developer's sales teams rarely market their hometown and this is a missed opportunity to merchandise the town as well as the real estate. I encourage sales personnel to get involved. They should be able to talk about the local festivals...the farmer's market...and all that their town offers. It's a win-win. Let customers know in advance what's going up during an upcoming season. Use these local events in the discovery package.

Today's vacationer may be your next resident.

IT'S MY PLEASURE

Dealing with customers requires on going skills and capabilities along with training and retraining. Nordstrom's is a great role model. If you call their store; a nice voice says "it's my pleasure" when they connect you with a department. As you drive through the fast food line at Chik Filet; the attendant passes you your food and change and also offers that's it's her pleasure.

This brief line summarizes a philosphy of customer service. "It's my pleasure" if you say it and mean it; makes all the difference when you are having an exchange with a customer and/or client.

Both senior communities and active adult communities need to employ this phrase in their marketing interaction with future residents.

Think about it. Have you heard, "It's my pleasure" anytime today? I'd love to know what was the circumstance and how did it make you feel.

Finding Interesting People to Write About

Here's where it takes a "nose for news" when a client asked if you can write about a resident. First and foremost, it's important to understand the article's use.

A newsletter article has a different slant than an article for a local newspaper. Newsletters offer more of an opportunity to promote the community while a local newspaper would want information about the person that makes someone want to read the article.

What the person is doing now that is significant would interest a local reporter rather than what they did in their past unless their past is influencing what they are now doing.

For example we found a couple who volunteers at a local zoo just about every day of the year. They are amazing. The Miami Herald thought so too and were appreciative that we brought the couple to their attention.

Another community has a resident who self published commentaries on growing older. Her small volumne has been turned into a play and now is touring venues around New Jersey. The New York Times got to her before we did; so we are seeking new media outlets when her play is performed at the lifecare community where she lives.

The old adage, there has to be a hook, continues to hold true or as I remind myself--would this be interesting to read tomorrow over coffee.