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Consultants Can Enhance Your Marketing Prowess
 Deciding whether to build a marketing and sales team with in-house talent or outsourced marketing assistance is a decision every builder/developer of active-adult communities considers during the pre-development phase and planning.
How do you decide what is best for your active adult community and company?
According to Janis Ehlers, president of The Ehlers Group, Inc., a strategic marketing and communications company based in Ft. Lauderdale, Fla., the decision should be based on realistic expectations and results.
In-House Marketing Advantages
An in-house marketing team provides the following advantages:
Convenience — They are there when you need them.
Familiarity — Staff knows the corporate culture.
Knowledge — A “been there, done that” attitude. Staff knows the geographic area, company’s product and areas of expertise.
Compensation — Employee salaries and benefit packages are allocated to a variety of projects within the company.
However, the team may lack the knowledge of the subtle differences in the active-adult market. It may be to your advantage to support in-house capabilities by added outsourced consultants.
Outsourced Marketing Advantages
An outsourced consultant offers these advantages:
- Experience
“Building a team with experienced outsourced talent saves time and money. There are no learning curves with consultants who are specialized,” said Bill Becker, president of the William E. Becker Organization and a strategic marketing consultant with more than 40 years experience. “We’ve seen what works and what doesn’t. That experience is invaluable.”
While builders and developers may be experienced, tackling the active-adult market segment poses new challenges. Feasibility studies, competitive market analysis, assistance with site selection and project planning — including amenities — often can be successfully outsourced, as can developing marketing plans and tactics. Staff training, as well, can draw on the talent of experienced professionals to educate your team.
- Knowledge
Remember, qualified outside consultants who constantly work with other clients outside your market area or region have knowledge from around the country as to what works and what may be adaptable to your current marketing program.
“Tactics, techniques, solutions and strategies that save you time and energy places your community on the cutting edge before your competition knows what is going on,” added Becker.
- Unbiased and Fresh Perspective
Builders often believe what worked for them on their last project will work again. There’s an inability to get out of the mousetrap and change. The “that’s the way we’ve always done it” attitude can lead to negative consequences, especially with active-adults.
“These consumers are different,” said Ehlers, who has consulted on active-adult communities nationwide. “The product and marketing efforts needed to appeal to the active adult customer is at entirely different levels.” Lifestyle drives this purchaser whether the product is a rental, condominium or single-family home.
External consultants understand your target market and have the ability to perform SWOT (strengths, weaknesses, opportunities and threats) analysis without bias based on their varied experience. The information they can access about your competition or through their network of contacts may far surpass the resources of your internal staff.
They also offer feedback to validate what you may sense about your prospective customer.
- Morale Boost
An outsourced consultant can boost team morale. Employees see the company’s commitment to adding value and resources rather than overburdening employees with a new target market.
“When a marketing plan for a new community was needed, it became an obstacle for the project director whose plate was already filled with any number of necessary responsibilities. Each day it fell to the bottom of his priority list,” said Becker. “Consultants focus 100% on the specific project and have to meet fixed deadlines.”
- Added Value
A consultant’s team becomes your team. It’s like expanding your company without massive payroll implications. Their team isn’t your responsibility.
Forming a team with individuals who know each other and have worked together creates a team synergy from the beginning. You can have a roomful of talent without a learning curve.
- A Leveled Playing Field
Outsourced consultants aren’t limited to major companies or projects. Consultants provide added resources that help small developers and builders successfully compete against bigger companies.
Larry Wood, of Wood & Wood Development LLC, a development company based in Longview, Wash., used a consultant to design and market his active adult community, Willow Pointe, the first in his area.
“The outside research validated our plans and provided a plethora of benefits,” Wood said.
Maximizing the Relationship With Your Consultant
The following are several hints that will help you maximize your relationship:
- Maximize Their Time With You — Your consultants may agree to work longer hours at your site or have dinner meetings. They focus on you when they are with you.
- Set Aside Time for the Entire Team to Meet — Bring all your consultants together so everyone can share in the vision for the project. Get everyone on the same page from the beginning so there is a mutual understanding of expectations and deadlines. While it may not seem necessary, there’s a creative synergy that comes from bringing together the architect, land planner, interior designer and marketing team.
- Use Your Consultants as a Sounding Board — Their fresh approach and insights into the overall market — the experience they offer when spending a day driving your site, looking at your competition and providing feedback on your initial plans — may save you money in the long run.
- Provide Them All the Information They Need — Be open with your information and then give them sufficient time to give you the benefit of their experience and wealth of knowledge.
- Plan Meetings, Conference Calls With Sufficient Advance Notice — Everyone’s time is valuable. Recognize that you aren’t your consultant’s only client and don’t expect the consultant to respond at the turn of a dime.
- Keep Your Consultants in the Loop — Let them know about all project updates, changes and customer feedback.
- Establish a Clear Understanding of Their Role and Your Expectations — Discuss and set all expectations in advance so both you and your consultant understand what is needed for your project’s planning and what your consultant will be providing. For example, if your expectations include having a written report summarizing a visit, be sure your consultant understands this at the outset.
- Ask for what you need — You may only need their feedback on your strategies. Often one- or two-day visits can be arranged without long-term contracts.
Most experienced consultants have been in your shoes. By maintaining a positive, give-and-take relationship, you’ll soon realize the tremendous advantages and insights a consultant can bring to your team and how that ultimately can help your community achieve its marketing and sales goals.
Adam Rosenblum is the vice president of sales and marketing for The Palace Management Group, which specializes in seniors housing and care. Based in Miami, The Palace’s continuum of care includes The Palace at Kendall campus, an independent living community with two assisted living residences and a nursing and rehabilitation center. The company also operates The Palace Gardens Assisted Living Community in Homestead, Fla., Homestead Manor Nursing Home and The Palace at Home, a Medicare certified home health agency. The Palace Tel-Aviv is a continuing care retirement community in Israel and The Palace at Weston, a luxury 55-plus age-qualified apartment community, is under construction. For more information, e-mail Rosenblum, or call him at 305-270-7000.
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