This is a guest article I wrote for NewLifestyles.com.

A good senior living marketing program is a combination of art and science. It is important to connect with seniors and caregivers on an emotional level, know their frustrations, desires, and motivators. Requiring them to take action involves the art of knowing them so well, you can write a page from their diary. On the other hand, there is the scientific aspect of senior living marketing. You must know the performance numbers of multiple marketing mediums, multiple exposures, and the results of any tests you happen to be performing. There are response numbers, inquiry ratios, tour ratios, and move in ratios. It is a difficult task knowing what the most important area to focus on with your senior living marketing. In this article, I am going to introduce some fundamental marketing metrics that will bring clarity to your marketing efforts and allow you to finally know the value of your residents.

In the Q & A section of a recent popular senior living publication, a reader asked what was the most critical marketing metric to pay attention to for a senior living community and why?

There were some good responses, including one senior living executive saying occupancy is the most critical element to know. Other executives responded saying the most important senior living marketing measurement would be a number of different elements including inquiry-to-tour and tour-to-move in ratios.

Full article: http://blog.newlifestyles.com/2013/03/20/most-important-marketing-numbers/

This is a guest article I wrote for RetirementHomes.com. 

First off, let me clear the air by saying I am not dismissing the idea of marketing. In fact, quite the opposite, I love marketing! But it is important to know the truth about marketing and how to create an effective message.

The other day I was visiting my parents, and sitting on the kitchen table, was a direct mailer from a nearby senior living community. As soon as I saw the mailer, I had a bad feeling in the pit of my stomach. I knew this community was throwing away good money.

I need to be blunt about something. A successful senior living community is dependent on cash flow, which comes from residents in your market…not from your community.

Can you guess the terminal mistake this community made?

They talked about THEIR community and what THEY do. Success does not come from your community. Marketing is about your prospect’s NEEDS, WANTS and DESIRES and never about your specific community.

Full article at: http://www.retirementhomes.com/library/marketing-your-community-and-senior-living-can-lead-to-terminal-failure/