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Becoming the Senior We Serve

Thursday, March 03, 2016

What happens to a senior living marketing professional’s perspective when he or she stays in the business long enough to become eligible to live in one of the communities served for much of that career? Does this milestone suddenly herald a new, advantageous understanding of the process? Or, does it just make one more empathetic?  ...Read the rest...

Unique Selling Points – HIT REFRESH

Tuesday, February 23, 2016

The past few blogs discussed the significance of branding and identifying your Unique Selling Point(USPs). Today’s blog emphasizes the importance of two points that at first might seem to be opposites. ...Read the rest...

Unique Selling Points

Tuesday, February 16, 2016

As mentioned in previous blogs, senior living sales professionals often believe they are differentiating their community from others when they say to prospects: “this is the friendliest community,” “we have the nicest residents,” or “our staff is very committed and acts like your extended family.” Many don’t take a moment to consider that customers hear the very same assertions from every competitor they visit. While we may believe that we are communicating distinctions, employing these generic statements may be doing just the opposite:creating a perception of sameness and regimentation among communities rather than forming a differentiated position. The secret to selling more successfully is to discover and discuss your community’s Unique Selling Point(s). ...Read the rest...

Differentiate – Know Thyself

Tuesday, February 09, 2016

"If you make listening and observation your occupation, you will gain much more than you can by talk.” – Robert Baden-Powell ...Read the rest...

Branding beyond the normal expectation

Tuesday, February 02, 2016

“Our community has the friendliest residents.”  ...Read the rest...


Wednesday, January 27, 2016

Over the past few weeks, this blog has considered the first four out of the following five major branding principles:  ...Read the rest...


Wednesday, January 20, 2016

In the past, our marketing messages seemed to move in a linear progression: from sender > to message > to receiver. However, today’s marketing message is most effective when it is receptive to a return of message. ...Read the rest...


Tuesday, January 12, 2016

The next principle of branding is innovation. Creativity is what gives brands traction in the marketplace. A creative brand will not only catch the attention of the audience, it has staying power once introduced. ...Read the rest...


Tuesday, January 05, 2016

So I know you’ve heard the adage:Two heads are better than one. That timeless adage speaks to the next principle of branding, collaboration.The adage is based on the premise that better things (products, ideas, processes) evolve when many people are consulted or involved. Over time, we refined that concept into the concept of synergy.Dictionary .com defines synergy as being “the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements, contributions, etc.” “A designed beauty of synergy is that it serves only to add, never subtract.“ —Barb Rententbach, Synergy(2009) ...Read the rest...

The Principles of Branding

Wednesday, December 23, 2015

In order to be effective in your branding efforts, you must master the five principles of branding:  ...Read the rest...


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