How to Communicate to Tomorrow’s Retirees

When it comes to marketing a retirement community, senior citizens are the main target audience that immediately come to mind, but are they the only one? Retirement is a serious decision that takes years of preparation. Many people are actively planning for retirement by their mid-to-late 40s, while some are even starting as early as their 20s. While marketing to Baby Boomers is still important, being able to communicate to tomorrow’s retirees is just as necessary. Here are a few suggestions to improve your reach and begin developing rapport with this population of prospective residents. 

Content is King

Capturing the attention of your target audience takes more than a catchy advertising campaign. Building and maintaining a brand that consumers trust requires a content marketing strategy. Whether through a blog or social media, a steady flow of thoughtful content will set your retirement community apart to prospective residents. 

From homes and location to amenities such as walking trails, wellness centers and social clubs, this is your opportunity to highlight what makes your retirement community exceptional. According to a survey from ideal-LIVING, retirement home preferences tend to be either new or under construction and around 2,000 square feet with first-floor living, large open kitchen and a separate master suite. Popular amenities from the survey included dining, swimming and fitness centers. If your retirement community includes any of these features, they need to be visible on your website, blog or social media accounts. If possible, include photos and videos to show future retirees what your community has to offer. 

Make Current Residents Your Ambassadors

Nobody knows what makes your retirement community great better than your current residents. Whether they just moved in or have been there for years, your current residents can provide authentic testimonials that will go a long way toward establishing your community as the place where future retirees will want to settle down. Maybe you have a tenant who moved from far away that can explain why the location is ideal. Or, perhaps there’s a resident who is an avid outdoorsman that can speak to the elite status of your walking trail, swimming pool or golf course. 

No matter the angle, including the voice of your current residents will be invaluable to your content marketing efforts. A video or quote from a resident sharing their experience is a great addition to your website, blog or social media accounts, and there’s no expiration date; these testimonials can be shared again and again to get your message to future retirees. There’s no better way for them to learn why your community is the place to be than by hearing it straight from residents who call it home. 

Keep it Simple

Communicating to and reaching tomorrow’s retirees should be easy for both them and you. From the language that you use in your marketing efforts to where your content lives, simplicity is key. When someone is searching for more information on retirement communities, they are likely to use search engines such as ideal-LIVING.com, Zillow and Realtor.com. Having a presence on any or all of these websites is a smart and effective way to keep your community in front of prospective residents. Your website and any social media accounts are also where these soon-to-be retirees will be going to learn about your community, so these should all be easy to find. If you have a blog, it should live in an easy-to-find tab or link on your website. If your content is not easily accessible and navigable, your content marketing plan will fail before it even begins.

How you are communicating to tomorrow’s retirees should also be simple. You are the expert on your retirement community, but prospective residents are not. Don’t turn them away by giving them content that is difficult to read and understand. Even when sharing about the location, homes, amenities and everything else that make your community ideal, be simple and concise. You understand the value your neighborhood offers better than anyone; just make sure your content sounds and feels relatable. 

Build Trust

As the age old saying goes, trust is hard to earn and easy to lose. Building and maintaining trust with tomorrow’s retirees can ultimately be the reason that someone chooses to settle down in your retirement community. There are a few ways that you can go about building this trust with prospective residents. Again, your social media accounts are a great tool in these efforts. People will often turn to Facebook, Twitter, LinkedIn or other social media sites first when they have questions. If you get an inquiry on your social media account, respond to it promptly. Transparency is essential. Everyone has dealt with poor customer service in the past, so a quick response is key to building that trust. 

Engaging with others on your social media accounts can also go a long way toward building trust. Regardless of which social media site you’re posting to, comments and replies are likely to follow. Whether these are good comments or criticisms, respond appropriately. All of your followers can see these comments and when you are actively engaging with others on your posts, you become more approachable and trustworthy to prospective residents.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position