This article is sponsored by ndm. In this Voices Interview, Senior Housing News sits down with Ashley Alpert, Executive Vice President, Strategy, ndm, to talk about how senior living marketers are adapting to the industry’s evolution, as well as what their clients are doing to stay ahead of the demand. She also shares insight into how ndm is leveraging data to deliver better results for their clients, and she discusses what the future holds for ndm.
Ashley, your career transitioned from movie marketing to senior living marketing. What drove this change, and what has kept you in the senior living industry for nearly 12 years?
In the first four years of my career, I worked at a Chicago agency handling movie publicity for major studios like Paramount Pictures and Warner Bros., which combined my love for marketing and movies. But then, by pure luck, I found myself in senior living marketing at GlynnDevins when I moved back to my hometown near Kansas City.
At GD, I climbed the ranks and spent over a decade as a key leader in client services before joining the strategy team. It was during my time there that my passion for the senior living industry took root. Now, with 12 years of experience in senior living marketing, I am thrilled to be part of ndm, a full-service marketing agency exclusively focused on senior living and health care. This is truly my dream job.
Losing my grandparents at a young age left a void in my heart, but working in this industry has helped fill it. Meeting seniors in communities who are similar in age to my grandparents has been deeply meaningful. Each interaction has made me feel like I’ve gained thousands of grandparents over the years.
Our work involves more than just transactions — it’s an emotional and personal decision for seniors and their families, a point we embrace from the future resident and client perspective. As a marketing professional, it’s immensely rewarding to be part of making their lives better. Hearing residents say, “I’m so happy here. I wish I moved sooner,” is the greatest affirmation of our impact.
Senior living marketing is rapidly evolving as baby boomers enter the market. How has this approach to marketing changed to reach these seniors and what trends are you seeing today?
By 2030, baby boomers will make up 20% of the population, presenting a unique and evolving audience for marketers. As a marketer, I’m excited for this change and recognize the importance of understanding their preferences and values. Baby boomers are known for their diligent work ethic and wise spending, so financial stability and trustworthy care are top priorities for them.
This new generation seeks independence and luckily, many communities cater to that desire, especially in independent living and residential living. However, we must strike a balance as they don’t see themselves as an aging population yet. Overcoming this perception remains a key challenge for our industry, and we carefully choose our terminology to avoid any negative connotations.
Our consumers demand diverse communication channels, from email to text and direct mail, necessitating omnichannel campaigns to meet their needs effectively. Today’s seniors are informed decision-makers, thoroughly researching their options and seeking control over their future plans. Due to economic uncertainties, they may take longer to evaluate and wait for housing market stability before making transitions. We are ahead of this curve in our marketing efforts, delivering transparent data and economic trends that ensure our prospective audiences can make informed decisions.
Data security and privacy concerns are particularly significant for boomers, who may feel violated by the extent of information tracking. To build trust, relying on self-reported data becomes more critical than ever when engaging with our target audiences. By staying attuned to these trends and preferences, we can better serve and connect with this important demographic.
What is ndm doing for their clients to help them keep up with and stay ahead of the increased demand?
At ndm, our primary focus is delivering tangible results. We drive lead generation and re-inquiry by increasing occupancy for our clients. This is the bottom line for clients and at ndm. We understand that a one-size-fits-all approach won’t work, so we tailor our strategies to each client and community.
In our industry, operational challenges persist, especially with the economic climate and staffing concerns. Marketing budgets often remain stagnant or even decrease, while occupancy and lead goals remain high. To overcome these challenges, we must be strategic and precise in our marketing efforts to maximize every dollar for our clients.
We rely on self-reported data and focus on targeting specific audiences rather than using blanket marketing. DataHealth, a division of ndm, takes a holistic approach to list rentals, going beyond age and income qualifications. Utilizing modeling and analytics, DataHealth aggregates prospect records from data mining companies, compiling data points that accurately target prospects with the highest propensity to buy. This strategic campaign insight helps maximize response rates across various campaign assets. By leveraging data and strategic targeting, we ensure our marketing efforts make a significant impact on our clients’ success.
Do you have a favorite customer success story that was influenced significantly by that performance data?
Absolutely. Our data modeling process involves using 50% of current resident records to create a robust model. The remaining 50% is then utilized to test, analyze and fine-tune the model’s accuracy, allowing us to identify unique traits that distinguish prospective residents from the broader population.
Through the model, we discovered a significant age group within the age- and income-qualified Chinese population for one of our clients. We advised them to conduct targeted mailings to this group in their primary, secondary and tertiary markets. The results were remarkable. We sent out 5,776 pieces of direct mail, leading to 228 new leads and 48 re-inquiries. The cost per response was just $53, and the response rate was an outstanding 4.77%. This response rate was ten times higher than the average for direct mail campaigns.
Our data-driven approach and strategic targeting have proven to be highly effective, helping our clients achieve real results and surpass industry standards in lead generation.
What are the biggest changes you see unfolding in this field over the next five years and how is your company responding?
The senior living industry is facing increased competition, not only from other communities, but also from seniors choosing to age in place or explore intergenerational living settings. To thrive, we must redefine senior living as a more hospitality-focused experience that meets the evolving needs and higher expectations of residents and prospects.
While competition can lead to a desire to change successful strategies, it’s crucial to stay true to our brand and embrace our unique differences. Research shows that people self-select communities based on their connection with the brand and messaging, making these aspects pivotal. At ndm, we strongly believe in a collaborative, data-driven creative process with our clients to ensure we meet and exceed their inquiry goals.
Penetration rates in the industry have remained stagnant at around 10% for years. To prevent a decline and appeal to new consumers with higher expectations, we must invest in data, technology, and enhancing the resident experience. By doing so, we can increase the penetration rate and continue to thrive in the evolving senior living landscape.
How has ndm’s use of data helped serve your clients, and how has it helped the seniors?
At ndm, our DataHealth approach delivers a superior prospect and lead audience by using data-driven methods and thought-provoking messaging and design. We focus on motivating and engaging our target audience authentically. For seniors, we provide relevant information in the format they prefer, making meaningful connections between audiences and communities. With creative and targeted solutions, we ensure the right message reaches the right people at the right time.
In a couple of words, finish this sentence: “In 2023, the senior living industry is being defined by…?”
…a strong appetite for meaningful data allowing teams to increase overall efficiencies in every area of our space.
Editor’s Note: This interview has been edited for length and clarity.
ndm is a team of senior living and health care marketing experts who use observation, conversation, and research to develop, launch, and support brands. To learn more, visit wearendm.com.
The Voices Series is a sponsored content program featuring leading executives discussing trends, topics and more shaping their industry in a question-and-answer format. For more information on Voices, please contact [email protected].