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.