If you’re anything like most senior living communities you know the importance of having a portion of your advertising budget reserved for yellow page and local newspaper ads. While seniors and their boomer adult children are catching on to the internet, Pew Research reports as of April 2012, only  just over 50% of seniors across the U.S. now are now online. This means many still use old fashioned books and newspapers as a resource instead of a booster seat for their grandchildren.

This is why it is important to maximize your marketing budget as much as possible. In this post, I show you how to maximize your yellow page and newspaper advertising, without spending any more money.

Running better performing senior living Yellow Page ads has a few benefits:

1. More Contacts.  Better performing yellow page ads will undoubtedly provide more phone calls, appointments, and website visits than poor ads.
2. Less Poor Quality Leads.  Poor quality leads are created by poor ads.  When a prospect doesn’t know what you can uniquely offer them in comparison to the competition, then you can’t qualify them as well with your ad. If you are generating poor quality phone calls, take a look at the source that generated the call and see if you can provide more differentiation in the ad.
3. Higher Conversion Rate.  If you do a good sales and persuasion job in the ad, prospects will be more educated and prior to calling. You’ll notice less questions and an easier path to adding a new resident if your marketing is done properly.

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