Adding Value: Mastering the Art of Marketing to Seniors

Adding value.....easy to suggest, but hard to define. Today it's the senior market that holds the buying power, the voting power, and the decision making power. Financial advisors, insurance agents, home health care providers, independent senior living communities, assisted living communities, and nursing homes are focused on the senior market, and their adult children as well.

St. Louis, Missouri -- September, 2003 -- Adding value.....easy to suggest, but hard to define! Today it's the senior market that holds the buying power, the voting power, and the decision making power. Financial advisors, insurance agents, home health care providers, independent senior living communities, assisted living communities, and nursing homes are focused on the senior market, and their adult children as well.

Adding value means offering more:

More services
More attention
More activity
More solutions to common issues and concerns

Valerie VanBooven, Professional Speaker, Author, and Long-Term Care Expert, has mastered the art of marketing to seniors. She shares her advice on "adding value" with the upcoming release of her latest book, "Aging Answers: Secrets to Successful Long-Term Care Planning, Caregiving, and Crisis Management" available in paperback mid-October 2003.

"For example:
A financial planner who focuses on the senior market can add value to their clients by simply networking with (and developing relationships with) professionals in the community who provide social service, care management, elder law services, and long-term care services. Senior clients who reach age 65 have a 50% chance of needing some type of long-term care at some point in their lives. Having those names and phone numbers handy in case of a crisis is invaluable. Marketing to the senior population about the added value that your firm offers is sometimes the decision point for senior clients and their adult children. Being able to refer your clients to other service providers who specialize in long-term care crisis management offers the opportunity for those service providers to refer their clients to you as well.

Another Example:

An independent retirement community offers added value in much the same way. What if you could offer your lead base the opportunity to learn more about sound financial decisions that would ensure that they would not outlast their money? What if your clients and their adult children knew that in a time of crisis, they had immediate access to an elder law attorney, a professional geriatric care manager, or a senior financial advisor? OR, what if they walked away with a gift from your retirement community that explained all of these issues easily, and made the decision process not so complicated?

Finally...

Adding value that other service providers and facilities haven't thought of yet sets you apart as the expert in your field, and the most trusted resource for seniors and their family members.

Of course I am going to recommend trying all of these things, but one of the most important messages that you can send to your senior clients, and their adult children, is the idea that you understand some of the difficult issues that seniors face", states VanBooven.

Send them a complimentary copy of Aging Answers: Secrets to Successful Long-Term Care Planning, Caregiving, and Crisis Management.

54 million families (1in 4) are faced with the dilemma of caring for an aging parent or loved one. Don't miss that market. They are looking for trusted resources, and we have the opportunity to be that trusted advisor, community, or service provider.

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