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Walker Blog

At Walker Marketing, we don’t just talk about thought leadership — we practice it. You’re invited to read our blog posts and learn about our thoughts on marketing and public relations. We welcome your comments and questions.

Your Community’s Brand Position, Part III: What Is Your Community Brand Aspiration?

By Walker Marketing | March 23, 2017

If you have a business, you have a brand. But the brand you have may not be the brand you want. For a variety of reasons, senior living community brands sometimes fail to meet the expectations of management, staff, residents and their loved ones, board members, and citizens from the local area. Perhaps the community…

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Leveraging Digital Channels to Generate Leads, Part III: Create Informative Conversion Points on Your Website

By Walker Marketing | March 16, 2017
Digital marketing conversion points.

How many hats does your website wear? From alert system to communications hub to home base for blog posts, websites for senior living communities often serve a variety of purposes and audiences. Often lost in the shuffle, though, is the key reason for a website to exist: sales. Your community likely doesn’t engage in direct…

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Your Community’s Brand Position, Part II: Is Your Brand Different From Your Competition?

By Walker Marketing | February 21, 2017
Brand positioning

What’s unique about your senior living community? If you can’t answer that question in a sentence or two, your branding strategy may need some work. Your brand — that sense of what your community represents to your target audiences — exists, whether you realize it or not. At the same time, your community may have…

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Leveraging Digital Channels to Generate Leads, Part II: Repurposing Content in eNewsletters

By Walker Marketing | February 14, 2017
Leverage digital marketing channels.

If your community has a website and a social media presence, you’re probably creating content on a regular basis. From blog posts and tweets to Instagram photos and white papers, your communications staff may crank out a variety of content designed to engage your target audience. What ultimately happens to all that content? If your…

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Your Community’s Brand Position, Part I: How Do Your Residents Perceive Your Community?

By Walker Marketing | January 18, 2017
Brand Positioning

The comedian Stephen Colbert coined the term “truthiness” to describe his view that facts don’t matter and perception is truth. In your senior living community, your success may depend less on the overall state of your operations, health care, human resources and programming than on how you’re perceived by residents. Because of past mistakes, current…

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Benchmarking and Tracking Your Marketing Results

By Walker Marketing | January 9, 2017
Tracking your marketing results.

Is your marketing program delivering the results you want? If not, it’s time for a little detective work. By implementing measures to effectively benchmark and track your marketing efforts, you can determine which components are working — and which aren’t. Over the long term, the data you gather will help you allocate your marketing budget…

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Leveraging Digital Channels to Generate Leads, Part I: Leveraging SEM

By Walker Marketing | January 2, 2017
Digital Marketing Strategies

If your community has a website — and nearly all do these days — you’re probably employing search-engine marketing to promote it. Used strategically, the right SEM techniques can help move your site higher in the Google rankings and help steer more qualified visitors your way. Ultimately, though, attracting more traffic to your website is…

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What’s in a Name? Wellness Programs Around the Country

By Walker Marketing | December 1, 2016
Senior couple doing yoga

What’s in a name? If you’re hoping to use your wellness program to attract prospective residents to your senior living community, the right name can significantly enhance your efforts.

Active seniors will scour your website and collateral materials for references to wellness. Broaching the topic without a strong branding element may or may not appeal to your prospects. And if you don’t mention wellness at all, you’ve probably lost those active and health-minded folks.

But what if you provide your prospects with thorough information about a program that has its own appealing brand personality? By creating a unique name and other branding elements for wellness efforts at your community, you merge science with psychology in what Forbes has referred to as a “promise mark.”

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5 Ways to Influence Adult Children

By Walker Marketing | November 28, 2016
Father and son viewing tablet

If you’re speaking with seniors on a regular basis, you know that adult children often play a major role in determining when — and even if — Mom and Dad move into a community. In some cases, adult children are in favor of a move. They want what’s best for their parents and will encourage them to move to a senior living community while they’re still young and healthy enough to enjoy the many amenities and activities.

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Planning Events to Maximize ROI

By Walker Marketing | November 21, 2016
Grannies wearing crazy sunglasses

Every senior living marketing representative knows the importance of persuading prospective residents to visit their community. Few of us would make a move sight unseen, and for seniors considering such a major life change, seeing often is believing.

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