The retirement community had developed an innovative new property, Landmark Commons, aimed at a younger, more active market. But before they could start construction, they needed to jump-start unit reservations.
Creative Solutions:
Because the target clientele was a younger demographic, we suggested promoting the benefits of retirement living in addition to the specific features of Landmark Commons.
Arranged for the authors of Worry-Free Retirement Living to deliver two free public seminars on the advantages of moving to a retirement community at a younger age.
Promoted appearances through radio, newspaper ads and direct mail, promising a free copy of the book to all attendees.
Superior Results:
Hosting the educational seminar helped position Friendship Village as the "retirement experts" in the area.
More than 100 people attended the seminars -- which were followed by a brief discussion of the advantages of living at Landmark Commons.
Friendship Village was able to follow-up on leads generated from the seminars to fill an additional 20 percent of its units.
