The choices for independent living communities for seniors ages 55 and older in Massachusetts is staggering. Distinguishing one community from the next requires a positioning statement that speaks to the concerns adults have as they age. Rather than just relying upon the list of amenities offered at Fuller Village, we focused on two unique features of the community that literally positioned itself above most of its competition: location and the name of the community.
Working with the belief that all seniors want to live the best and highest quality of life as they age, we developed the theme; “Live a Fuller Life.” This play on words allowed us to describe the myriad of ways that adults could live their best possible life as a resident of Fuller Village. The theme was used on the website, print ads, email blasts, signage and social media.
Location – A second distinguishing feature of Fuller Village is its proximity to Boston. “A part of the city. Apart from the city.” This phrase was dramatically illustrated with an aerial photo showing the wooded campus in the foreground with the Boston skyline in the distance – just 20 minutes away, with convenient access via several nearby highways and also a train station with ample parking.
Physical site – Fuller Village is located on a 60-acre wooded campus, complete with walking trails and outside amenities such as tennis, pickleball, gardening and lawn games such as cornhole and a putting green. Through a combination of aerial and ground level drone video footage and still photos, the website visitor could experience the “next best thing” to actually being there.
The beauty of the Fuller Village campus provided a perfect setting for both still photos and aerial video footage to help engage website visitors and encourage them to come for a tour. Photos showed not only the residences and amenities, but scenes of residents enjoying a multitude of activities on campus.
The navigation of the Fuller Village website enables visitors to easily locate what interests them, whether it was the variety of home designs at the Blue Hill or Brush Hill Campus or the numerous amenities at each location. A weekly calendar of activities provide a detailed schedule of the many activities planned for the residents.
To engage website visitors as much as possible, a series of videos have been developed which portray not only the beauty of the campus, but the social vibrancy of the community. A new series of videos is planned, spotlighting residents as they enjoy a multitude of activities and amenities on the campus. Part of their narrative will include the process they went through selecting a senior community and what they enjoy most about their “fuller” lifestyle.
To maintain an active list of followers, Fuller Village has established a solid social media campaign with posts on Facebook and Instagram 2-3 times per week. These posts include photos of residents enjoying the many physical and social activities on campus, notices of upcoming events and reminders of the variety of residences offered at Fuller Village.
Maintaining an active database of prospective residents is accomplished primarily through monthly email blasts notifying and inviting prospective residents in the database to one or more of the special programs and events offered weekly at Fuller Village. Tracking those who read the blasts with appropriate follow-up by the sales team helps to ensure the quality of prospective residents on their waitlist and database.
Live a Fuller Life is a theme that provides ample opportunity for print ads appearing in local newspapers featuring special “Senior Living” sections periodically, plus specialized publications featuring the local Council on Aging monthly newsletter and periodically connecting with gay pride newspapers to reach a diversified audience.
Due to the competitive nature of the senior community marketplace in Massachusetts, targeted Pay Per Click (PPC) ads are used to attract seniors who are actively looking for a senior living community. This includes campaigns running on Google Ads, Microsoft Ads and paid social media campaigns on Facebook and Instagram.
Fuller Village has achieved nearly full occupancy for the last several years. The main marketing objective is to keep their wait list strong with qualified buyers whose main concern is selling their existing home when a vacancy occurs at Fuller Village.
Future marketing will focus on additional video footage with a combination of resident video testimonials and management interviews reviewing the philosophy of providing exceptional services and amenities for the residents.
Monthly monitoring of Pay Per Click Campaigns, tracking website activities and social media analysis provides Fuller Village with accurate reporting on how marketing dollars are being invested to produce the best results.
235 West Main Street #209
Northborough, MA 01532
Phone: 508-393-9922
Email: info@carlcomm.com
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