Nothing is more productive than a lead referred by a resident.

These leads cost little or nothing to generate and close at five times the rate of other leads. At Paradise Valley Estates, a California retirement community specifically for retired military officers, Hamlyn Senior Marketing created a unique resident referral program that has generated over 600 new leads in less than a year.

Six new residents have already moved in and three more full deposits are in hand. In a brainstorming session with the director of sales and marketing, Hamlyn said, “Recruit” and that was the genesis of perhaps the most successful resident referral campaign ever.

Great ideas are born by working closely with sales staff who know their prospects and residents well.

The new resident recruitment campaign included a fun, competitive environment promoted by historic military recruitment posters. Residents responded enthusiastically to the spirit of the occasion and referrals poured in.

As the campaign rolled out, the new referrals were invited to a patriotic-themed dinner by invitations featuring vintage military photographs and a personal touch – the handwritten name of their table host. Following up and following through using best sales practices is making the most of these value-laden referrals.

Download the entire Case Study or read below:

Growth – It’s Coming

By Catherine S. Martin, President

We either love change or hate it!  For those of us who hate it, we go into denial and resistance; for those of us who love it, we see challenge and growth! Either way, change shakes up the status quo and forces us to look at things differently.  These are exciting days as the senior housing industry stretches its outlook beyond ‘business as usual’.  The heightened state-of-alertness during these times encourages us to move toward a new day as we re-orient marketing strategies and learn how to adjust to quickly changing opportunities.

At Hamlyn Senior Marketing, we are expanding during this new era to help our clients achieve more than what they thought was possible.  To compliment my role and responsibilities as President, we have added a Chief Executive Officer to our team – Lori High Woodward – to provide new areas of expertise to all of our clients.  Three additional team members have joined us as well to develop and deliver the new services and products Hamlyn is creating for today’s marketplace.  We will continue to grow to provide our clients the level of expertise and resources that create sales and marketing success.

New Lead Generation in Today’s Economy:

Nearly all of the  senior living communities Hamlyn Senior Marketing  talked to or worked with in the past year are experiencing lower lead generation than before the 2008 housing slump and economic decline.

Print advertising results have plummeted.  In contrast, direct mail continues to be the best, most cost effective way to regenerate the interest of a community’s existing lead base.  Those who have already inquired about a senior living community continue to respond to direct mail at pre-2008 levels – or even better.  But responses from purchased lists have declined as potential prospects who hadn’t previously looked into senior community living – and presumably don’t have a sense of the benefits of this lifestyle – are too shell-shocked by the volley of financial bombs to do anything but stay put.

How can you generate new, low cost leads in this environment?

The strategy is to personalize, personalize, and personalize.  A single size no longer fits all.  Strategies, events, messages to the market and incentives must become more targeted with very specific hooks and messages that appeal to smaller subgroups of your audience.

Events and communication to the market need to speak to topical, up-to-the-moment interests and concerns to capture the attention of people overwhelmed by the financial meltdown.

The following case study is a powerful example of how to successfully put this strategy into practice.

Case Study:

Resident Recruitment Program Creates 600 New Leads

Nothing is more productive than a lead referred by a resident. These leads cost little or nothing to generate and close at five times the rate of other leads. At Paradise Valley Estates, a California retirement community specifically for retired military officers, Hamlyn Senior Marketing created a unique resident referral program that has generated over 600 new leads in less than a year.

Six new residents have already moved in and three more full deposits are in hand.

In a brainstorming session with the director of sales and marketing, Hamlyn said, “Recruit” and that was the genesis of perhaps the most successful resident referral campaign ever.

Great ideas are born by working closely with sales staff who know their prospects and residents well.

The new resident recruitment campaign included a fun, competitive environment promoted by historic military recruitment posters. Residents responded enthusiastically to the spirit of the occasion and referrals poured in.

As the campaign rolled out, the new referrals were invited to a patriotic-themed dinner by invitations featuring vintage military photographs and a personal touch – the handwritten name of their table host. Following up and following through using best sales practices is making the most of these value-laden referrals.

Find out how we can help you!  Call Cathy Martin, President at 856-857-0800 or send an email to marketing@hamlynmarketing.com.