As of April 2012, 53
percent of American
adults aged 65 or
older are using the
Internet or e-mail...
... And of those, 70 percent
typically are using the
Internet every day.
Be a Quasi-Event
are moving from their family homes where they may have 30 or 40 years
worth of possessions to sort through. A key focus in selling is to not add to
this fear but to reinforce the newfound independence they will have by moving into your community.
Focus on Relationship Building
Take the time your customer needs. Seniors often appreciate the personal
touch and therefore actively engaging with them is often as important as
what you are actually saying. Consciously relax your pace to match your
prospect. Your senior prospects have seen and done a lot in their lifetimes. If
they have met their fair share of thieves, braggarts and empty-promise merchants, they may need a little convincing before they put their trust in you.
Send an invitation. When sending
out direct mail to seniors, one of the
most effective approaches is an invitation to attend an event or lecture
series. In addition to encouraging
the prospect to visit your community, it helps to position your organization as an authoritative source of
valuable expertise. A free afternoon
with an expert speaker and plenty
of food is usually very well received.
The key from a marketing perspective is to capture the names of all
the attendees, add them to your da-tabase and then maintain contact
with them afterwards. Then, follow-up, follow-up and follow-up again.
Send a Good Old
Under Promise, Over Deliver
How can you form a relationship built on trust? It helps to have “evidence”
of your character and professional integrity. A way you can do this is through
the opinion of others, namely your customers. Compile testimonials and
have them ready to share. Better yet, ask residents to host social events, use
a resident’s apartment as a model or stop and chat with residents along your
tour route. Create opportunities for your prospects to socialize with your
current customers. Credible testimonials work. It always sounds much better
when praise comes from someone else, and if your customers speak up for
you, they will do your selling for you.
The decision to move from a single-family home to a multifamily property
is not an easy one. When seniors decide to move from their family home
into an apartment community, they want to be assured they will enjoy the
amenities and social life they might have been lacking in their current living
situation, as well as everything else they have been promised. Only promise
what you are confident in delivering.
Don’t forget the old fashioned,
hand-written, thank-you note.
The time and effort it takes to send
a personalized note will be valued
and appreciated. You will find that
seniors do much to enhance their
new community. The investment
in the time it takes to build these
relationships will continue to build
dividends long after it has begun.
CPM, ARM, CAPS IS
MANAGER AT CORE
MANAGEMENT INC. IN