Market Positioning: Conveying Your Message

By February 14, 2020Uncategorized

Communication is obviously a critical element in marketing seniors housing and it is accomplished through various channels. Back in the day it was advertisements in newspapers, selected periodicals and direct mail. Now it includes social media such as Facebook, YouTube, Google, LinkedIn and others. We know that prospective residents and their families want the basic information about what you offer – independent living, assisted living, memory care, skilled nursing – what it costs and the financial structure. But is that enough? In order to capture the segment of the market that will find your community most compatible with their lifestyle, its important to establish your market position. Here are some examples of market positioning statements from several existing communities serving seniors.
* Setting Standards of Excellence in Retirement Living Since 1967
* Tradition of Quality Healthcare
* Artful Living
* Together Transforming the Experience of Aging
These simple statements say a great deal about the four communities they represent. The first emphasizes the sense of continuity and reliability. The second stresses that the community is a health care provider (as opposed to one that offers a continuum of care). The third suggests that “art” in its many ways is part of the community’s identity. And, in fact, its collection of art which is displayed throughout is a feature that distinguishes it. And finally, the last suggests that aging is a dynamic process.
So going beyond the basics is a must in conveying your community’s message and identity.