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September 18, 2013
Creating Results, LLC, a full-service strategic marketing agency recognized for its expertise in mature consumers (baby boomers and seniors), is celebrating its 20th anniversary with a look back and a look forward.
April 11, 2013
BY ALYSSA GERACE
Brookdale, the largest senior living provider, made national media headlines after an incident that took place at Glenwood Gardens, a Bakersfield, Calif. continuum of care community the company operates.
On February 26, a Glenwood Gardens independent living resident collapsed in one of the community’s dining areas. A Brookdale staffer initiated a 911 call, per company protocol, then handed the phone to a nurse.
Throughout the approximately seven minute phone call, the 911 dispatcher repeatedly asked the nurse to either perform CPR on the woman, or find someone else who would, but the nurse refused, saying it was against company policy. The resident ultimately passed away.
The Brookdale incident and the way the company handled it arguably did not have a substantial impact on its bottom line, but others have seen much different outcomes for their own crises.
The manner in which companies respond to crisis situations can play a large role in how they’re covered by the media, and how the public—and by extension, investors—perceive them, says Todd Harff, president of marketing and public relations firm Creating Results.
Click on the headline above to read the article featuring Todd Harff on Senior Housing News, April 11, 2013.
April 9, 2013
BY: LESLIE BRAUNSTEIN
Often overlooked by developers and planners studying the housing needs of Generation Y, the fastest-growing age group in the US is actually the one aged 65 and older, says John K. McIlwain, ULI senior resident fellow/J. Ronald Terwilliger Chair for Housing.
Aging but active baby boomers, as well as the generations before them, are creating new opportunities as well as challenges for the US housing industry as it strives to meet the diverse lifestyle needs of people in various phases of their senior years, according to McIlwain, author of a recent ULI publication, Housing in America: The Baby Boomers Turn 65.
You can hear from ULI’s McIlwain and other industry leaders focusing on the emerging housing needs of the 65-and-better generation at ULI’s 2013 Real Estate Trends Conference, “Life Cycles in the New Economy – People and Places” to be held Wednesday, April 10, 2013 at the Ronald Reagan Center in Washington, DC. Joining McIlwain will be David Mayhood of The Mayhood Company, Julie Smith of Bozzuto Management Company, and Dan Cinelli of Perkins Eastman on a panel moderated by Todd Harff of Creating Results.
Click on the headline above to read the article featuring Todd Harff on April 9, 2013.
April 1, 2013
Q: With Facebook and other new media options, should we still bother creating and sending out an old-fashioned newsletter?
A: After helping to motivate more than 13,000 people to move over the last 20 years, the Creating Results team would answer “Yes, newsletters are an important and effective way to market to 50+ home buyers.”
Here are three ways to move your newsletters to the front of the marketing class.
Click on the headline above to read the article featuring Erin Read's advice in the 50+ Housing Online Magazine, April 1, 2013.
March 27, 2013
“We definitely see a lot of things trending online, whether it’s the source of generating leads, to the way we nurture and communicate with leads through email, social media, or using content to get people to come back to [the community's] website,” says Todd Harff, president of marketing agency Creating Results. “However, brochures are just as critical—if not more so.”
As the length of time for someone to make a decision increases, he says, the physical nature of a brochure becomes “that much more important as a tangible and ever-present reminder of the community.”
The biggest criticism of brochures—and of marketing efforts for senior living communities in general—is when they fail to differentiate the community, Harff says.
Click on the headline above to read the article featuring Todd Harff on Senior Housing News, March 26, 2013.
February 7, 2013
Selling to Seniors, in a related story, reported that two East Coast 50-plus community developers won major awards from the National Association of Home Builders during the International Builders show in Las Vegas. While the winning firms—North Hill Communities Inc. of Needham, MA, and Traditions of America of Radnor, PA, were recognized for their transformative senior living concepts, the—also were each awarded for their marketing programs. It comes as no surprise to learn that one firm handled the marketing of both properties.
Click on the headline above to read the article in Selling to Seniors.