Question

Topic: Advertising/PR

Senior Housing Tag Line For Direct Mail Piece

Posted by brian on 12/28/2015 at 10:07 PM ET 125 Points
My wife and I are Realtors and were approached by a huge Senior housing community to be a panel member for a discussion for potential senior occupants. The panel will consist of 3 members. A Realtor, to discuss the current real estate market. A company that specializes in helping downsize and lastly the Senior community themselves.

They want to put together a direct mail piece to send to seniors in the community that might fit our target market. Our reach will be 65+, been in the home for over 8 years, has at least 75,000 equity in zip codes we are targeting.

I am looking for a great tag line that will stand out and get the attention of our seniors. Something that is not boring.

I truly feel this education is needed in our senior community. Most seniors wait until its too late or don't plan for the future until its urgent. I hope you can give me a few great ideas and thank you in advance!


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  • Posted by Jay Hamilton-Roth on 12/28/2015 at 10:38 PM Accepted
    What's remarkable about the information that you're sharing with them?
    How much money/time/energy can you promise to save them?
    Are you making money by selling their old homes or by selling them new homes (or both)?
    Where is the housing community located?
  • Posted by brian on 12/28/2015 at 10:53 PM Author
    What's remarkable about the information that you're sharing with them?
    **Its really just great education.

    How much money/time/energy can you promise to save them?
    **Our market is in Colorado and is a huge sellers market right now. The inventory is very low and homes have never been valued so high. Our inventory will pick up in the spring, but now is the best time to list your home. The "Downsizing company" has great resources and have saved many of our seniors lots of time and energy to help make the transition easy. They set up estate sales, make moving easy and seamless and even helps set up the new homes with their items in place. The senior center is not "saving" them money as much as they are educating seniors about the community and what it entails.

    Are you making money by selling their old homes or by selling them new homes (or both)?
    Where is the housing community located?
    **Yes, I would make money if they choose to sell their home and choose me and my wife to represent them. The senior community is based in Colorado Springs just in the foothills of the Rockies.

  • Posted on 12/30/2015 at 2:55 PM Accepted
    Is there a name for the sponsoring organization, or is the "tagline" going to effectively be the name of the event?

    One of the problems with any communication like the one you are planning is that it's a very emotional issue for your target audience, and they may have trouble even wanting to discuss it or learn more about it. (Kind of like planning for your funeral, buying life insurance, etc.) The biggest challenge may be getting the target audience to trust you enough to include you in this difficult consideration.

    You may want to focus on the immediate benefits of the new community and how well it meets the needs of the target audience ... not on how it means they'll need to sell their home, downsize, meet new neighbors, etc.
  • Posted by brian on 12/30/2015 at 3:13 PM Author
    Thanks Mgoodman. I agree completely. Trying to convey it properly is what I am struggling with. Thanks!
  • Posted on 12/30/2015 at 8:31 PM Moderator
    Stories and testimonials from current residents, community leaders, local thought-leaders. Pictures of daily life in the [new] community. List of activities available. Dramatize the safety, convenience, aesthetics and other attractive features.

    Focus on the dream, not the mechanics or the give-ups. If you do a good enough job of selling the dream, they'll come to you for help with the mechanics. If you lead with the mechanics, you'll probably lose them before they even understand what you're selling and why they might want it.

    I'm thinking the people who are setting up this panel discussion need a lesson in marketing. They are putting the wrong people on the panel. No need to discuss the pain of downsizing, selling your home, leaving your long-time neighbors, etc. Those are downers, and scary to many in the target audience.

    Better to create a positive, welcoming atmosphere -- with a focus on what you gain, not on what you lose. How about a panel with 3 very enthusiastic members of the community who have discovered the new lifestyle within the last year or two, and who can tell their stories to folks who will identify with them?

    Leave the downsizers and the realtors out of this. They are like undertakers or life insurance salesmen. Nobody wants to listen to their pitches.
  • Posted by Shelley Ryan on 2/22/2016 at 5:00 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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