Marketing tips for retirement & senior living villages…
I am about to go through exactly how to market your village with tips, tricks & ideas taken from successful leaflet campaigns we have ran for clients.
We have worked closely with care companies, retirement villages & senior living companies for years now and have carried out many successful campaigns – we highly recommend leaflet distribution as a way of reaching the right people and selling properties.
OPEN DAY – First of all when retirement villages are first opening or have more properties to sell they need to set up an open day as a friendly way of inviting people to come along and see the properties.
Open Day Leaflet Distribution Tips
Material: First you need to pick a material (leaflet, brochure, letter) size of this material (A5, A6 OR A4) then thickness 100-400gsm we would suggest the following. A5 leaflet this needs to be a thick, high quality material something that will not break in the wind/ rain and when being pushed through a letterbox a thickness of 200gsm + should be perfect. Once you have chosen the type of material then you can choose wether to have 1 page or 4+ pages – Recommendation: 1-2 pages.
In the past we have carried out campaigns where these leaflets have been in envelopes created as an invite to residents with ‘To the occupier’ written on the envelopes, this costs a bit more than having just a leaflet printed but it does offer a personalised feel to the resident receiving this material. Alternatively we have carried out brochure campaigns with 20 pages this does increase your distribution costs but is an alternative way of adding as much content, information & images as possible.
Content: The content on this material and images used are an important factor of getting the attention and trust of the resident reading this. You are a retirement village so 50+ year olds should be the primary audience (daughters and sons of retirees & retirees themselves) cartoony, bubble writing font will definitely turn them off, use formal text and friendly, warming colours. Your text should be easy to read and not really small, you should make clear the dates, times and address of the open day with any other information they need to know. Please remember contact details included on the leaflet ideally a sales & marketing representatives name or direct number for the personal, friendly and approachable touch. Remember the invitation is to be inviting & selling so create a happy medium.
Trick – Have text such as ‘Your invited to’, ‘Open Day’ or ‘Sales Suite Now Open’ in different colours to the rest of the leaflet make it bold and stand out so they know why they are receiving it.
Images: Need to showcase the property outside and inside if possible as much of the property and facilities as you can. If the property is not yet built then architectural visualisation images are fine.
Trick – A lot of our luxury customers show off the quality furnishing, spa & dining facilities in their images – the more affordable living ones showcase and focus mainly on the property itself and the pricing.
How to know where to target?
Large scale distribution this is known as a blanket coverage distribution sending your leaflets out to general regions and postcodes around your retirement village location.
Demographic targeted distribution typically 90% of our retirement village customers will want to use demographic targeting for their distribution. This is how it works: We find out the demographic you want to reach there are many different options through our softwares to target but the main ones are – Age, income, house price and then location. We then run a report on this and we get back a heat map highlighting all the areas with the highest percentage of this demographic and a report breaking down the percentage of this demographic in each postcode, typically we will pick all postcodes showing over 60% of the target demographic and add up exactly how many houses are within these postcodes. Report back to the client and they will then have that amount printed and sent out.
Which to pick? We would recommend the demographic targeted distribution, although you pay £200.00 for a report to be made and maybe a bit more per 1,000 depending on what our results show you are narrowing down a potential 50k-200k leaflet campaign to 30k leaflet or however much you like it could be just 5k. Saving on print costs & reducing wastage.
Example – A luxury village went for 55+ year olds, £350k+ houses and within a 30 minute drive from their village.