The LIFT l November 2020

NOVEMBER 2020 //

SENIOR LIFESTYLE IS HIGHEST RANKED IN CUSTOMER SATISFACTION with Assisted Living/ Memory Care Communities Tied in 2020. For J.D. Power 2020 award information, visit jdpower.com/awards

In Flight

In this edition – Direct mail delivers leads The story for Q1 Social media report

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SENIOR LIFESTYLE IS HIGHEST RANKED IN CUSTOMER SATISFACTION with Assisted Living/ Memory Care Communities

We’ve received the highest rank for resident satisfaction in Assisted Living and Memory Care by J.D. Power. This achievement is, first and foremost, a recognition of the outstanding service provided by our teams in the field, even during the most challenging times. It reflects the commitment every one of us has to engaging with our residents and families each and every day.

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Tied in 2020. For J.D. Power 2020 award information, visit jdpower.com/awards

Direct mail delivers leads.

Data lights the way to more.

More leads. More conversions. You want them, but how do you get them? With the proven performance of direct mail.

Especially in these times, increasing all our efforts to create new and nurture existing leads for each Senior Lifestyle community is paramount. Direct mail is a great way to get in front of prospective age- and incomequalified customers by mail. And personal, compelling direct mail has long since proven itself effective in engaging our audiences (especially seniors) to take some sort of action after reading a mailer.

Heading into Q1, Senior Lifestyle looks to continue to fill the pipeline with leads. As we move through the different phases of this pandemic, we need to engage our consumer and assure them we are doing everything we can to provide a safe environment at our community. Through direct mail, we can communicate consistently to our audiences, meeting them where they are during these uncertain times with compelling messaging.

Track it: ROI matters.

Direct mail response means people showing you they’re interested – and it means future sales. Before the sales can happen, however, the data management task demands attention. By faithfully entering all data points into Yardi, you’ll collect the information you need for moving the prospect through the sales funnel, and for tracking and measuring. You’ll know which lead generation tactics are most effective, which leads are hottest, and how successful your marketing is against your investment.

We know direct mail works.

Direct mail that incentivizes response with virtual or onsite/offsite events is a reliable path forward: The right offer + the right list = viable leads. It’s creating an opportunity for that face-to-face and ultimately leading to that one-on-one appointment.

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Virtual events connect.

Engagement is growing.

Out of necessity, everyone has needed to adjust to virtual life quickly because of COVID. Among the changes, communities now host virtual events to introduce prospects to their lifestyle and the benefits of living in a senior living community, especially during these uncertain times.

With this shift to virtual events, direct mail continues to generate the highest number of phone calls (approximately six calls per drop) compared to other media channels. It also has the lowest cost per call when compared to other forms of traditional advertising.

Communities continue to explore what types of events work best. In case you missed it, in our previous edition of The Lift, we shared success stories of wellexecuted virtual events (find it in our archived folder on the intranet). Education events lend themselves to virtual platforms but may not draw in attendees as effectively as hobby/social/entertainment events (especially as more people seek different ways to connect). Food-related events, educational webinars and community “tours� are all successfully generating positive response and increasing engagement.

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October’s top events were: Island Shores: Dine and Dash.

Island Shores is promoting their new menu, so they provided prospects an opportunity to select a chef-prepared meal off the new menu and pick it up curbside (or even have it delivered). They supported the event with a targeted direct mail drop of 2,500 pieces and received 29 calls.

Try Our New Menu Compliments of the Chef Thursday, November 12 We’ve been thinking about how we can make life a little easier right now for local seniors – so we’re treating you to a meal. With our new all-day, all-options menu, residents can have the meal they want when they want – and for one great day, so can you!

Enjoy a delicious meal on us! Guarantee your space today by calling 920-888-9046.

Independent Living | Assisted Living | AL 14664 WWW.SENIORLIFESTYLE.COM

The Breakers at Edgewater Beach: The Easiest Move.

Breakers hosted an online presentation featuring a local senior real estate specialist.

The topic was how to make the move to senior living an easy one. Their 5,000-piece targeted direct mailer generated 25 calls.

The Easiest Move You’ll Ever Make An Online Webinar | Presented by Shlomo Arel, Senior Real Estate Specialist

Wednesday, October 21 | 1 p.m.

Thinking of making the change to senior living?

Join Shlomo Arel, Senior Real Estate Specialist, for a presentation on how his organization can take the stress off your shoulders and do all the heavy lifting – while you sit back, relax and stay in charge.

We’ll go over all the details to consider when you’re making a move and how we create – and execute – just the right plan for you.

Start simplifying your life. Kindly RSVP by calling 773-830-3345, and we’ll send you a Zoom invite and instructions.

Independent Living WWW.SENIORLIFESTYLE.COM

Seasons: Bridging the Past and Present.

An online, interactive Legacy Journey workshop explored how families can enrich their togetherness through positive communication, distance reminiscing, conversation starters and an understanding of the Legacy Journey’s importance. A total of 7,500 direct mailers hit mailboxes, which led to 12 phone calls.

Legacy Journey: Your Path of Discovery Thursday, November 5 | 3 p.m.

Join us online to explore how families can enrich their togetherness through positive communication, distance reminiscing, conversation starters, and an understanding of the Legacy Journey’s importance.

Seasons welcomes Margaret Gibson, PT, MPT, and Summit Home Care experts for this enlightening, interactive virtual workshop.

To receive event login information, RSVP by Wednesday, October 28 by calling 513-813-4670.

Independent Living | Assisted Living Skilled Nursing & Rehabilitation | 1888 R WWW.SENIORLIFESTYLE.COM

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THE STORY FOR Q1 2021.

Residents are fascinating.

We’re collecting resident stories – written or on video – to enrich the portrait of Senior Lifestyle communities. When we tell their stories, we share good news about residents whom others will want to meet. These stories can also reinforce for prospective residents and their families that your community is a great place to live.

OneDay Visit oneday.com to remind yourself of this great tool for collecting videos of residents and capturing those amazing stories on video. We can even share those stories with their families. Many communities already use it. If yours isn’t already using OneDay, we encourage you to get started now, so you’ll have a collection to share in 2021.

L e ve rage One Day in the sale s proce ss by se nding pe rsonaliz e d video s t o p ro s p ec t s and adu lt childre n. Ove r a 90 day pe riod, Alle gro S e nior L iving saw a 1 4 % incre ase in m ove -ins from u sing the One Day app. This re su lte d in $1 .3 5 M i l l i o n i n Annu al Re cu rring Re ve nu e .

LET’S GET STARTED! STEP 1: Open the OneDay app

.

STEP 2: Tap the + Crea t e a N e w St ory on the bottom of the screen.

STEP 3: Select

S ale s an d Mar ke tin g .

STEP 4: Tap any of the topics to start recording your video.

STEP 5: Choose the prompt you would like to respond to. Whichever question is in the center is the prompt you are recording. The question or statement will show in your final video.

STEP 6: Tap

Qu e stio n B e in g Re c o rd e d Ne x t Qu e stio n

You can swipe up and down to change the question.

to start and stop recording!

STEP 7: Compile your video. Three options will pop up on the screen: Re-record Moment: Tap if there was a mistake (someone coughed, misspoke, etc.) and you would like to record the moment again.

Record Another Moment: Tap if you want to respond to another prompt.

Save & Create Story: Tap if you’re ready to compose your full video.

STEP 8: When you are ready to finish the video - choose Save & Create Story. You will be showed a preview of your video.

STEP 9: If you are ready to send your video, Tap

Senior Lifestyle Story Survey The rich and real stories residents tell make them and their communities unique. For Q1, we’re inviting Senior Lifestyle community residents to share their stories. Shining moments, grand adventures, memorable friendships, startling career achievements, great loves – whatever distinguishes them, magnificent or simple, makes for stories worth telling.

REC

oneday

on the top right of the preview.

STEP 10: Tap

Add R ec ip ien t

if you want to add someone’s email or cell phone number.

STEP 11: Tap

Add M essa ge

to add a message with your video.

STEP 12: Tap the U pl oa d a n d Sen d I n v i t es on the bottom of the screen.

STEP 13: Keep the app open until there’s a

Sha red next to the title of your video!

STEP 14: Celebrate! You just created your video!

WE HAVE TRAININGS EVERY TUESDAY & THURSDAY AT 1PM CST! Visit www. tinyurl . com /L e arnO ne Day to l e arn m ore !

Q ue stions? Em ail support@one day. com

Watch for resources that will help you collect residents’ stories – coming soon!

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Social Media in October 2020 Regal Estates of League City had 19 shares of a single post. It

OVERALL ENGAGEMENT RATE:

10.6% The engagement rate from September to October 2020 remained the same.

featured residents asking for pen pals and showed multiple photos, with individual photos of residents – a preferred style while social distancing continues. The call to action asked people to share the post.

Calls to action are highly recommended because they give the audience a clear direction of what to do.

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communities had equal or higher engagement rates on their individual pages – which is up from 44 communities in September.

Wildflower Lodge had a post with

436 ENGAGEMENTS. It presented photos of residence doors decorated for Halloween.

The photos didn’t show residents – again, a good idea during these social distancing days – and were bright and lively in an attention-grabbing way. The short caption – 159 characters, including spaces – asked people to vote for a favorite decorated door.

These communities had an average of

3-14 posts per week, about twice

per day to about once every other day for a consistent presence.

All communities should set and maintain this cadence. To do so, you’ll need to submit posts 3-4 times per week. With your submissions and Grapevine’s created content, you’ll develop a consistent Facebook presence.

Mahoney House had an engagement rate of 20.9% and posted once daily – a great cadence for keeping the audience returning to see what’s happening next.

Mahoney House sends submissions regularly, including multiple, sharply focused photos of individuals. Their photos show social distancing and mask-wearing. Captions are concise.

Overall, published posts were down 5.1% compared to September.

• Published posts decreased, while the engagement rate remained the same.

• That’s why you should only post when you’ve got something worthwhile to say. Posts for posting’s sake – more! more! more! – isn’t better.

More to like.

Overall Facebook page likes rose 1.4% over September. It’s not the most important metric, but worth noting.

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303 East Wacker Drive, Suite 2400 Chicago, IL 60601 WWW.SE NIORLIFESTYLE.COM 8