Focus on the Person, Not the Number
Gone are the days of thinking of seniors as old, or infirm. Smart copy and images help prospects understand that their new homes will keep them independent, as well as financially and emotionally secure. Instead show the many activities enjoyed by seniors, like golf, fitness and discussion classes, and parties. Seniors are more active today.
Use the Magic Word
Offering something for “FREE” is a powerful incentive to drive response for just about anything, and senior communities are no exception. Lunches are the most commonly promoted draw, thanks to photos and descriptions of sumptuous feasts. Some mailings, though, appeal to fear, usually about finances, downsizing or health instead send out a reassuring mailer with the teaser: “Take control of your retirement with this FREE lecture series!”
Medicare Marketing
Direct Mail is still the #1 influencer of Seniors switching and choosing Medicare Supplement Plans. Half of all seniors will take the time to read direct mail. Seniors prefer printed materials and this still provides a higher response rate than any other marketing channel.
Maximizing Leads
The most critical elements :
- Follow-up in a timely manner. Be persistent if you don’t make contact on the first attempt.
- Present benefits. Even if you leave a voice message, make sure you mention something of value you offer that will benefit prospects.
- Prepare your presentation. Leaving messages require preparation, just like a sales presentation. Don’t leave anything to chance.
How To Be A Good Listener
- Don’t interrupt, suppress your urge to talk.
- Wait 3 seconds if you’re not sure someone has finished.
- Ask questions when you don’t follow the point.
- An occasional “yes” or “ok” helps to show your interest.
- Don’t change the subject abruptly. You may be cutting off a train of thought.
- Postpone judgment. You cannot fully hear others if you judge before they finish.
Sales Pitch
Stop “Wanting To” – Subconsciously you may be on the defensive, we all are. Instead of saying “I just wanted to . . .” to begin your sales pitch, be more assertive and confident by saying; “I want to, I am” this self-assurance will transfer to your prospect.
Online Presence
Over half of Americans now say they prefer to shop online, and e-commerce is increasing 23% year-over-year. For most businesses, having an online presence is no longer optional. It’s necessary for survival in an increasingly internet-oriented market, according to DM News.
Marketing Budget
The size of your marketing budget is not as important as how you spend it. To ensure a constant flow of leads, work with your vendor to set up regularly scheduled campaigns. Whether you can afford 1,000 or 10,000 mailers per month, do it on a consistent basis without fail.
Video Marketing
Video will comprise 82 percent of all consumer Internet traffic within the next 5 years according to Target Marketing. Be sure you incorporate video into some of your marketing communications.
Direct Mail Still Kicks Butt
Direct Mail is still the king or ROI when it comes to marketing. Direct mail has a 79% “immediate act rate” when opened, while email retains just 45%. According to the CMO Council (2010) the response rate of direct mail campaigns also overpowers email at a staggering 3.4% to a mere 0.12% respectively.
Podcasts
Posting podcasts is a cost-effective and valuable method for educating your existing client base, attracting prospective clients and strengthening your brand with referral sources. Creating a podcast series distinguishes you and your business.
More women are the household CFO
According to an Allianz Life study 51% of women say their duties include serving as their family’s CFO. Additionally more married women (37%) report being their family’s primary breadwinner. 30% of the women said they depend on a financial professional for guidance and 75% of that group said they wish they had done it sooner.
Marketing to the affluent
Make all your marketing efforts to the affluent mirror the way they see and think about themselves. Develop, display and convey a position of expertise, good judgment, professionalism and competence. Present yourself as the most trustworthy of advisors.
Women have the purchasing power
91% of mail is picked up by the same person each day; 80% of them are women. And more than 80% of women make all purchasing decisions. When available, always mail to the female of the household.
You’re selling solutions, not products
No one cares about your widgets. What they care about are their own needs and wants. For instance: Mary doesn’t want a Medicare Supplement policy, but she does want full coverage should she become ill. So offer her the solution not the product.