In recent years, overall use of direct mail has continued to decrease as digital marketing has taken off in many industries. But in senior living, direct mail continues to serve as an effective means of reaching your target market. More so than most other demographic groups, the over-65 set continues to respond well to direct mail offers.
Not all direct mail campaigns are created equal, though. When it comes to crafting an effective direct mail offer, the million-dollar question is: What persuades seniors to respond? To get your phones ringing, consider the following four types of offers.
1. A Special Event
Most people love an invitation to an exclusive event, and seniors seem to respond particularly well to a beautiful, well-designed invite. Whether it’s an open house, luncheon, cocktail party or picnic on the grounds, an enticing event will get seniors into your community.
If your community develops a reputation for throwing especially fun or interesting events with excellent food, your response rate should increase even more. As you plan events, give careful consideration to the setting, menu, speaker or entertainment. Every event detail matters.
Think strategically about how you design your invitation. If your dining program and chef are crowning jewels for your community, don’t be afraid to brag a little. Listing the mouth-watering courses your guests can expect certainly won’t do any harm, either.
It also may be beneficial to plan smaller events and have them fill up quickly so you can add prospects to a waiting list for your next date. Exclusivity breeds desire, after all.
2. A Great Deal
It’s likely that some of your prospects are waiting for the proverbial “right time” to move. When is the right time? For some people, the right time is when the best deal is available. Discounting entrance or monthly fees will always get your prospects’ attention.
If you hesitate to discount, you can offer other premiums that don’t devalue the cost of entering the community. For example, you can provide certain finish upgrades in residences at no additional cost — think granite countertops or bamboo floors, for example. You also can offer a tablet or a flat-panel TV that will be installed in the residence.
Do your prospects have everything? Consider a gift of hard-to-get tickets to a symphony performance, play or sporting event in your area upon receipt of a signed contract.
3. A Time-Limited Offer
Offers that are only available for limited times also can give your prospects a little push to respond. If your entrance fees will be increased in January, consider mailing out an offer letting prospects know the date they’ll need to commit to get the current rate. If your fee already went up, set a deadline not too far in the future for getting the old rate.
You can also combine a time-limited offer with any other offer for money off or for a free premium upgrade. Different offers will appeal to different prospects, so consider trying a mix and tracking what works best.
4. A Personalized Approach
Many seniors appreciate a personal touch. Consider printing your prospect’s name on your direct mail piece and include your marketing representative’s name as well. Knowing that an actual human sent out a special, personalized letter often encourages a better response rate.
Physically signing your direct mailer is a nice touch, as is using a real stamp rather than a postal bar code. Any design feature you can use to make your piece look like it came from a live person rather than a machine is bound to boost your responses.
Your prospects may be receiving dozens of direct mail pitches every day. If your piece looks generic or impersonal, it’s likely to end up in the trash. Work with your marketing agency to brainstorm ways you can make your piece and your offer stand out. Personal invitations to select resident events, such as themed dinners and holiday celebrations, can make a prospective resident feel special.
Focus on Quality — and Don’t Forget to Follow Up
While a few typos may not be a deal breaker with your prospects, they are a bad reflection on your brand and credibility. Make sure that any piece you send out meets high standards for quality — proof, proof and proof some more. Think about how you can offer your prospects value and make sure every piece supports a positive impression of your community.
Once your piece is mailed, your work isn’t done. Following up is one of the most important steps in boosting your response rate. After receiving a personal invitation to an event, your prospects will be delighted to get your call.
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