Local community outreach has become a pivotal pillar of targeted marketing and sales strategies for later living operators looking to their local area as a source of lead generation, says Ali Powell of Commercial Acceleration.
The term encompasses the efforts of businesses to engage with and support the needs of the community in which they operate. In the retirement living and care home sector, the formulation and execution of a well-thought-through community outreach plan can provide a solid foundation for building awareness and lead generation among your target customers, therefore accelerating sales momentum. Here, we explore how a robust community outreach plan can support your lead generation strategy and with ideas to help you not only build awareness but also establish your development as a positive force within your community.
Start early
It’s never too late to commit to a dynamic and targeted community outreach strategy, but ideally this should be initiated at least 12 months prior to opening. A concerted effort here can lay the groundwork for a robust pipeline of interested individuals and help you achieve the desired pre-opening sales target of 30% occupancy. Hosting pre-launch ‘lunch and learn’ events, regularly networking, and keeping the community involved can generate early excitement, interest and enquiries. Consider not only where your future residents frequently visit, but also their adult children – who are sometimes referred to as the ‘influencers’.
Build trust and credibility
Engagement and involvement in initiatives for local good can demonstrate your commitment to community welfare engendering trust and credibility in your brand. Be seen as a positive influence within your community, committed to the development of local initiatives to build a better and more supportive local environment. Hosting or supporting local charity events, or providing valuable resources and services for the community, all with your end client in mind, can contribute to a positive perception of your brand and establish you as a beneficial influence within your community.
In addition, by establishing yourself as a positive force, local individuals are inclined to serve as trusted advocates for your services within their social circles, acting as word-of-mouth referrals and bolstering your reputation through trusted endorsements.
Local collaborations
Consider your target market. What hobbies and activities do they engage in? Activities such as golf, bowling and bridge are all popular with seniors. Initiate discussions with local sports clubs about how you can explore collaborative opportunities to raise your profile among their membership base or clientele. Think beyond traditional tactical advertising opportunities to a more integrated approach, such as inviting them to use your premises to hold events, sponsoring events or competitions to raise your profile, or working on collaborative events to enhance your presence and engage with the community.
Initiate discussions with local clubs and organisations where older people congregate. Collaborative partnerships with churches and libraries, or organisations such as the Women’s Institute, can all provide effective avenues to raise awareness with your target demographic. The u3a organisation is country-wide with over 1000 local learning groups targeting, in particular, those no longer in full-time work. Explore opportunities for hosting their learning-led events and workshops. When inviting potential residents, encouraging them to invite a friend or family can increase their probability to attend due to having moral support.
Look to your high street
Assess the popularity of local high street businesses among older residents. Identify hair salons, restaurants, coffee shops and gardening centres that cater to this demographic. Explore opportunities for collaboration to expand your outreach and attract attention to your development.
Consider a referral scheme or perhaps look at staging interactive events at your premises. Local restaurants and cafes could host cookery demonstrations, healthy eating workshops, wine tasting evenings or collaborate on a summer barbeque at your premises. Ask hairdressers to host free hairstyling demonstrations or floral arranging workshops with local florists. Speak to local gardening centres about hosting interactive gardeners Q&A sessions at your premises or seminars and workshops on seasonal tips and trends. These relationships that are built from the heart of the community can broaden your presence and strengthen connections with potential customers.
The healthcare sector
Healthcare professionals such as doctors, dentists, hospitals and physios, who are in frequent contact with the older members of your community, can act as a valuable source of reference. Invite them to give community talks and presentations on wellbeing in older age. For example, how to stay fit, eating for longevity or exercises for mobility. These will not only provide a valuable resource for your existing residents, it will introduce your facilities to new clientele as well as reinforcing your standing within the community as a respected establishment committed to supporting the wellbeing of its residents.
Develop a culture of community engagement
Underpinning the success of any community outreach strategy is a company culture that supports and recognises the value of local engagement. The responsibility of initiating and developing local relationships requires a culture to be set from the top that assigns collective responsibility across sales, marketing and operations to ensure its success.
Community outreach is a strategic imperative for later living operators seeking to achieve sales results and lead generation. By fostering meaningful connections, building trust and engaging with the community, operators can attract qualified leads, accelerate sales velocity and lay the foundation for long-term success in the market.
Commercial Acceleration are experts in helping retirement living and care home operators and investors to thrive with bespoke sales and marketing strategies designed to accelerate your sales velocity. www.comaccel.co.uk
