One of the single largest generations in the history of this planet has officially reached retirement age, which can only mean one thing: senior living communities need to start marketing to baby boomers not tomorrow, not a year from now, but TODAY. This is a market that is only going to get more competitive as time goes on, which means that it isn’t just your amenities that are going to make the difference for this health-conscious and active generation. It’s how you choose to market those amenities that will define success or failure.
Luckily, this isn’t nearly as difficult as you may be fearing. It only requires you to keep a few key things in mind.
Direct Mail and Your Senior Living Community: Breaking Things Down
By far, one of the most important thing to understand about ALL of your direct mail collateral moving forward is that a solid call-to-action (CTA) is no longer a recommendation, but a requirement.
People are more than willing to take your desired step after they engage with a piece of collateral that they like – they just need to know what it is. So whether you’re sending out plastic postcards to get new leads or are using targeted mailing to continue to finesse existing ones, make sure your CTA resonates. Examples of this include but are not limited to things like “Call us today to schedule a free tour!,” “Let us know if you want to attend your free informational seminar” and of course, the old classic: “Sign up for our next community event now so that you can meet your future neighbors!”
Likewise, one of the keys to using generational marketing to acquire new leads involves using any opportunity you have to stand out in a crowded marketplace to your advantage. All of your competitors ALSO know that a massive wave of baby boomers is about to retire. The key isn’t to get there FIRST, necessarily… it’s to get there in a more unique and interesting way than anyone else.
When you partner with an organization like DynamiCard, for example, you can send collateral like jumbo-sized plastic postcards that are 8.5″ by 5.5″ in size. Something that big is a perfect way to really stand out and command a senior’s attention. The benefit of this is that the extra space a larger piece of collateral provides allows for A) a larger font, and B) more supporting graphics and copywriting information so that you can really sell your point in an organic way.
Likewise, at DynamiCard our mailing lists can also target not only by age but also by criteria like income level, marital status and even homeownership – thus allowing you to extend the natural benefits of targeted mailing even further.
If you’d like to find out more information about how to ride that baby boomer wave to the benefit of your senior living community, or if you’d just like to discuss targeted direct mail marketing in a bit more detail, please don’t delay – contact us today.
