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Know the Purpose of Marketing Analysis and Audit for a Retirement Community

 

There are several companies offering services to a retirement community, and one of the most frequently jobs they are requested to do and of which they can offer is a marketing audit or analysis. This process or activity in marketing analysis is helpful in a community for several reasons, or conditions that is happening in the community, or if the community would want to know the status. Some of these areas where analysis and audit would be needed are when the community is not meeting sales and occupancy goals, when the community has missed or is about to miss financial covenants, when the community seems to be lagging behind the competitive curve, when the community needs to refresh and re-position its identity, when the community is thinking of expanding or undergoing new projects, and when the community has the desire to improve further even if it has provided successful Assisted Living services to the residents.

 

The main objective of Senior Living market feasability analysis is to look at the overall aspects or areas of a community from the perspective of a potential resident. With the analysis report, a foundation for the marketing plan is formed, and this serves as a guide to assist or help the community to attain  its sales and target occupancy number.

It is therefore important to realize that there is a purpose to conduct marketing analysis for a senior community. In a marketing analysis or audit, preliminary work would comprise it, that includes visit of the site and then the final report of the findings.

 

In the preliminary stage, the client will gather data for the preview and will be analyzed by the consultants ahead of time for for an on-site visit. All the information provided by the client will be reviewed by the consultant, of which the coverage are the past feasibility studies or audits, the literature of the competitor, a comparison of the competitive rates, review the ads and direct mail pieces, collateral, contracts, and agreements, the present pricing, the present handbook of the resident, surveys of the latest resident satisfaction level, materials of the area or locality, the present number of leads, the rate of sales for the past two years, the expenses incurred during the move, and the origin of leads. To get some facts about senior living, go to http://www.encyclopedia.com/topic/Nursing_homes.aspx.

 

 

The company or consultant who will conduct the marketing audit will gather and meet the important constituents, and there will be a discussion or observation about the community. Among these discussions will revolve around the community's present positioning and its message, the community's strengths, challenges, obstacles and threats, its competitors and its potential threat to attract the perceived customer, and what will be the community's unique selling position against its competitors.

 

With the help of the consultant, there will be fresh views that the community can observe. Among these are the physical aspects of the community like the grounds and the facility, including amenities, its policies and procedures, the cultural environment, its marketing and sales environment, and its local surroundings and how it will affect the appeal of the community.

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