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As we approach the end of the year, it’s important to reflect back and look forward to what’s next. In our most recent installation of Builder Town Hall, we had the pleasure of sitting down with the Director of Sales Marketing for Jubilation by Silver Companies, Erin Mayhugh to learn more about th strategies she’s taken to work toward a successful fourth quarter. 

Q: Tell us a bit more about your organization.

A: Jubilation is still new. We just opened in November of 2021. It’s almost two years old, but we suniquel consider it new — it’whistles andall the bells and whistles, and shiny and clean apartment homes that have not been lived in. We were the first 55 and over active adult cfor Silver Companies, which is a Fredericksburg, Virgi,nia. 

Q: Do you have any homes for sale or are they all for lease?

A: We have 207 apartment homes and about 13 acres. The building is four stories, and all the apartments are for lease. We have one-year, two-year, and three-year leases, so we do offer several options. 

Q: What are some challenges you’ve faced in selling this type of community?

A: Silver Companies is very innovative and cutting-edge. This type of living is really new for the area, so there is an educational piece to selling, and we are working really hard to dispel the stigma that is associated with senior living. 

Additionally, because we are a leasing cmusty, we have to overcome the stigma associated with rentals…So what we’re working on is really creating and nailing down what our story is, and, and trying to educate the market about the value of this. Though it’s not affordable for everybody, and we’re not the cheapest thing in town, what we have to offer will really impact the lives of the people who move here in such a positive and healthy way that, ultimately, it will save them money.

Q: What has 2023 been like for you all?

A: So, this is going to sound a little dramatic, but it has felt like climbing Mt. Everest. 

With that, there have been a few bumps and slips in the road where we felt like we were losing oxygen, but we were also trying to really take in what was going on, what was around us, and what was happening. We are constantly evolving, and it’s a new market for this product and the company, so we’ve made and are making a lot of headway. 

Q: Tell us a little more about the climb.

A: We’ve had plateaus — not necessarily in a negative way — but where we can actually stop and breathe and things are happening. Really great things are happening: we’re being creative, we’ve got good traffic, people are talking about it, there’s buzz going on, and it’s all really positive. And so we’re able to enjoy what’s going on. 

We have also had some setbacks… We’re constantly trying to stay ahead of them. But, overall, it’s been a very good experience. And with the sales team, we’ve really, we’ve walked hand in hand going up this mountain. If one of us is slipping and falling and feeling like we need some support, we’ve all rallied to support one another. 

Q: Are there any tweaks, changes, or enhancements that you’ve made this year that have impacted your sales and/or marketing in a positive way?

A: We’ve done a number of things. One was that our website needed a major overhaul because, again, our story is evolving. We have more people moving into the community so we have more material now. We need testimonials up on the site. 

What we’ve also found is that all the digital media technology has been absolutely critical to our success. Because we’re focusing on a 55-plus age group, our demographic is on their smartphones. So we’re geofencing our competition and sending out email blasts. 

We’ve also found that more intimate, smaller events are more effective because we can really personalize the experience. So, every month, once a week, we have a Meet the Member dining experience where we invite one or two households per Lifestyle Specialist. This way they’re able to properly establish a relationship, build trust, and nurture it. 

We also took a look at our fees…We bundled them all together for our marketing packet so it helps explain the fees without people feeling like they’re being nickel and dimed. 

Our sales team has also really focused on productivity… we’ve really committed to making calls and doing home visits. Recently, one of our Lifestyle Specialists went out and delivered Crumbl cookies, cold milk, and a hand-delivered invitation to an event. And it’s catching fire. These clients are telling people, and that has really helped. 

Another thing that we’ve started is focus groups. We did internal focus groups, and we also invited the public to come out and tell us what they thought and what they’re looking for in a community like this. 

Q: As you think about this last quarter, what do you want to focus on through the end of the year?

A: What I’d really love for our team to do is try to celebrate the small wins as well as the big wins…After big months that were super successful, we’ve been sitting together and talking about what worked and how we can continue to build on that success and then repeat it. 

On the marketing side, I’d like to focus on creating our story. 

We look forward to seeing you at our next Builder Town Hall. Register now to join us on October 18 for more incredible industry insight. In the meantime, be sure to join our Builder Town Hall Facebook Group and keep the conversation going!

Categorised in: Builder Town Hall, Home Builder Marketing & Sales