Summary

In this conversation, Keely Raff and Jerry Vinci discuss the power of niche marketing in the senior living industry. They explore the shift from a health-centric to a life-centric approach and the importance of understanding the whole person and their lifestyle. Keely shares examples of successful niche marketing strategies, such as targeting specific professions or interests, partnering with local organizations, and offering tailored amenities and services. They also emphasize the need for data analysis and measurement to determine the effectiveness of niche marketing efforts. In this conversation, Keely and Jerry discuss the importance of niche marketing in senior living. They emphasize the need for communities to understand their target audience and create personalized messaging that resonates with them. They also highlight the power of direct marketing and the role of authenticity in building relationships with potential residents. Keely shares examples of successful niche marketing strategies, such as partnering with travel agents and leveraging digital media. They also discuss the challenges of niche marketing and the importance of measuring results and adapting strategies as needed.

Takeaways

• Niche marketing in the senior living industry involves targeting specific markets and understanding the whole person and their lifestyle.
• Successful niche marketing strategies include partnering with local organizations, targeting specific professions or interests, and offering tailored amenities and services.
• Data analysis is crucial for identifying opportunities, measuring the effectiveness of niche marketing efforts, and making informed decisions.
• The industry is shifting from a health-centric to a life-centric approach, focusing on the individual's preferences, interests, and socialization.
• LinkedIn can be a valuable tool for connecting with potential referral sources and building relationships in the senior living industry. Niche marketing is crucial in senior living to create personalized messaging that resonates with specific target audiences.
• Direct marketing and authenticity are key in building relationships with potential residents.
• Successful niche marketing strategies include partnering with travel agents and leveraging digital media.
• Challenges in niche marketing include the need for internal buy-in and the ability to measure results.
• Communities should continuously evaluate and adapt their niche marketing strategies to stay relevant and effective.

Chapters

00:00 Introduction and Overview

02:26 Shifting from Health-Centric to Life-Centric

10:10 Successful Examples of Niche Marketing in Senior Living

23:36 Niche Marketing - Changing the Narrative Around Senior Living

25:16 The Power of Niche Marketing

33:04 If You Don't Have a USP You Need to Create It

34:24 Utilizing Resident Focus Groups to Enhance a Community's USP

49:45 Enhancing Senior Living Marketing Strategies with Keely Raff