When you look at any retirement home marketing and communications material, you see the words Beautiful, Elegant, Amenities, Services... But what is it that families looking for a retirement community REALLY want? We analyzed thousands of questions and inquiries received from families using www.comfortlife.ca (Canada's guide and directory to the best retirement homes) to give you an insiders look into the needs and wants of Canadian seniors. Start marketing your retirement community and care services with this important research and insight. Originally presented by Agnes Stawicki or Our Kids Media at the Comfort Life Marketing Academy Lunch & Learn in Toronto on April 8, 2014.

1. RETIREMENT LIVING & CARE:
What do people really want?
Presenter: Agnes Stawicki
#mktgacademy @mktgacademy

2. Content
 Marketing challenges
 Customers: Who are they
 Research: Retirement living trends
 Reality: Are you ready for change
 Summary

3. Sponsors
Panasonic Canada Inc. is a leader in providing
state-of-the-art technology to the Canadian Long
Term Care community.
www.panasonic.ca
Zoomer Marketing is a Toronto –based marketing
consulting firm that excels at reaching the boomer
and senior audience.
www.zoomermarketing.com

4. Marketing
challenges
Breaking the myths of retirement living

5. WE’RE NOT READY YET
MOVE?

6. I’M BETTER IN MY OWN HOME

7. CAN WE AFFORD IT?
WILL MOM BE HAPPY?

8. What are your marketing
challenges?
 Exposure: people don’t know we exist or what we offer
 Negative stigmas: nursing home, loss of independence
 Attitude: stay at home, work in the garden,
 Cost: outliving assets, value
 Online growth: how do we get found in Google, social media

9. Customers
What do they want? What do they need?

10. Are you at 100% occupancy?
“All properties can and should operate at 100%
occupancy. We fail to connect with 4 out of 5
prospects that visit us and have a need/want.”
Anthony Mullen, National Investment Centre
for the Seniors Housing and Care Industry

11. Wants vs needs
Source: Margaret Wylde, ProMatura Group
Hostage
Sale
Sustainable
Sale
No Sale
Emotional
Sale
Want
Need
NO SALE?
Baby boomers do not
perceive they need to
move (their family might,
the doctor might, but
they don’t).
They can make it at
home on their own.

12. 8 Things that make us buy
1. Fear: Don’t get caught with too little insurance (insurance)
2. Guilt: Don’t let them suffer anymore (not for profits)
3. Trust: No hidden fees (banks, hotels)
4. Value: Find a better price, we’ll match it (grocery)
5. Belonging: When you’re here, you’re family (Olive garden)
6. Competition: Make them drool (Toyota)
7. Instant gratification: now, today, within 24 hours
8. Time: Cut the time it takes to…, More time for family/friends

13. Customer Lifecycle

14. Targeting your customer
Source: Margaret Wylde, ProMatura Group
What do they search for?
1. Activities for seniors…
2. Alzheimer treatment,
preventing falls…
3. Cost of retirement,
benefits of, funding…
4. Best retirement,
reviews, ranking…
Caregiver
With need
& want
Ready for
change
Researching &
comparing
options

15. Research
Trends in marketing retirement living and care

16. Search trends in Canada
Retirement
homes
Senior
homes
Nursing
homes

17. Search trends by Province
Retirement
homes
Senior
homes
Nursing
homes
0
20
40
60
80
100
120

18. How we market retirement
OUR
CareRetirement
Services
AMENITIES
YOU
living
residence
community
lifestyle
needs
assistedlocated
DINING
SENIOR
enjoy
beautiful suites
independent
elegant personal
Source: comfortlife.ca member communities

19. What families ask about
MY
HomeRetirement
Information
TIME
CARE
living
provide
SERVICE
health
needs
want
COST
MOTHER
visit
ROOM
meals assistance
allow
father
parents hospitals
Source: comfortlife.ca family inquiries

20. Age of residents at move-in
79.6
80.2
81.6
82.3 81.8 81.9
82.8
83.8
76
78
80
82
84
86
1999 2000 2001 2002 2007 2008 2011 2012
1yr age increase every 3 years
Source: Margaret Wylde, ProMatura Group

21. Satisfaction of residents
45%
31%
47%
52%
7%
14%
1% 2%0% 1%
2001 2012
Very dissatisfied
Dissatisfied
Neither satisfied
nor dissatisfied
Satisfied
Very satisfied
Source: Margaret Wylde, ProMatura Group

22. Reality
What can you do to improve your sales

23. Are you at 100% occupancy?
“All properties can and should operate at 100%
occupancy. We fail to connect with 4 out of 5
prospects that visit us and have a need/want.”
Anthony Mullen, National Investment Centre
for the Seniors Housing and Care Industry

24. Connect with your prospects
 Advertising and marketing
 Messaging and communications
 Lead generation
 Lead follow-up
 Entire team marketing
 Focus on the resident, provide an excellent experience

25. Reality: marketing only
generates leads
 People sell to people
 Customer service is most
important
 Invest in your sales team
 Have a consistent follow-
up
 Respond to all leads

26. What is your lead
response time?
Two factors that enable you to speak to more
leads are
1. Inquiry response time which is the time it takes
you to connect by phone with the lead from
the moment they hit submit. 67% of sales are
won by the first company that responds.
2. Persistence of your re-attempts to connect by
phone. Attempt to call them up to 6 times until
you reach them. You’ll reach more than 70% of
you leads within just two attempts.

27. Summary
#mktgacademy

28. Summary
1. To drive exposure for your brand, go where your
audience is.
2. Generate more leads by using messaging consistent
with what prospects are looking for.
3. Listen to and understand your prospects wants & needs.
4. Advertising and marketing only generate leads. A fast
and educated sales team are key to make the sale.
5. Boomers are demanding with high expectations, be
open and ready to make changes.
6. The best way to encourage word of mouth marketing, it
to provide exceptional customer service.

29.  Webinars
 Checklists
 Case Studies
 Tip Sheets

30. RETIREMENT LIVING & CARE:
What do people really want?
Presenter: Agnes Stawicki
#mktgacademy @mktgacademy