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News & Updates Small Market Sales Training for Assisted Living Breathing new life into an historic building: The Rockwood in Webster Groves, MO "Building Success on a Solid Foundation" group strategy session in Indianapolis January Group Sales Training yields exceptional results New Athens, Illinois Sales Training focuses on activating personal networks Lockwood Marketing moves to new offices in Webster Groves, MO |
Breathing New Life into an Historic Building’s Marketing Campaign Lockwood Marketing is currently engaged in a campaign that is literally close to home--The Rockwood Independent Living Community is directly across the street from the company offices in Webster Groves, Missouri. The Rockwood is a former apartment building that had been a quiet presence in Historic Webster since 1928. After many years of modest operation, the long-time owners chose to sell the building rather than do any modernizing. The new partners took advantage of historic tax credits and conducted a multi-million dollar renovation, putting in all new plumbing, electric, sprinklers, individually controlled central heating air conditioning and safety systems designed for independent seniors. They also added a new kitchen, main dining room, foyer and business office. With such a beautiful facility, in a perfect location (close to shopping, groceries, banks, etc.) the new owners expected no problems in filling the building. Unfortunately, the original marketing plan had some flaws, and the buy-in and pricing structure were poorly defined. This resulted in a very slow and expensive fill during the first 14 months after opening, prior to Lockwood Marketing's involvement. In February, Lockwood Marketing launched a fill campaign to renew the selling efforts and reposition The Rockwood. Lockwood Marketing truly partnered with the owners, helping to redefine the pricing structure, and creating an innovative entrance fee system that is much more consumer friendly and understandable. Operations have also been affected by the campaign, with renewed commitment to customer service and excellence on the part of the staff. Even exterior plantings and landscaping came into the equation. Currently, the campaign is centered on renewing relationships with prospects in the lead base who had been ignored or ineffectively communicated with. New lead generation is also underway, with newly redesigned print ads in the local paper featuring actual residents. With a goal of filling by the end of the summer, Lockwood is staffing the selling office 5 days a week and is conducting weekend visits by appointment. |
