Marketing Audit Program

Analyses of your marketing for active adults in your target area


Internal Marketing Audit

The internal audit includes (but is not limited to) a review of your marketing information including advertising, direct mails, website, communications and literature, budgets, reports, etc., plus individual interviews with select personnel.  The interviews are scheduled to further review the marketing and leasing programs as well as other activities and programs that may affect these efforts.

Often, the internal marketing audit will include informal focus groups discussions with residents, resident families, and/or lost prospects.

External Marketing Audits

The external audit may include (but is not limited to) an analysis of demographic data and current real estate trends in the defined market area as well as a review of primary competitors.  Interviews are completed with select individuals and professionals in your market area.  We provide a detailed analysis of how your community is perceived and positioned in your local marketplace.

Other Services

  • Mystery shopping in your community and/or at your competitors
  • Lost prospect telephone surveys

Report

A summary report is then provided documenting our findings and observations, and providing specific recommendations for the community’s future positioning, strategy, marketing and sales efforts.

What's next? Advisory and Consulting

As a follow-up to a marketing audit, we can help you understand the findings and identify their significance to your business.  This means that you will not only get a report from us, but you may choose to continue working with us to leverage the audit results and implement changes to your mature market marketing strategy that will improve your reach to active seniors – your clients.

See more about our experience with continuing care communities and senior-targeting companies or read testimonials by our clients and partners.

“Seventeen years ago, Barbara was instrumental in the successful marketing of 168 cooperative apartments in our first CCRC in Duxbury, MA.  Two years ago, once again in challenging economic times, we called upon Barbara to assist us with the planning and execution of the marketing for a 149 apartment home CCRC, and once again we’re off to a great start.”

— Paul T. Casale, Vice President and Treasurer, Welch Healthcare and Retirement Group