Among the fundamentals of good sales and marketing is to get to know your audience well and then use that information to overcome their most common objections. This month we give Digital Marketing Kudos to Holiday Retirement for exemplifying both of these principles.

Recognizing the role of “Baby Boomers” in researching senior living communities for their aging parents, and understanding that they’re doing a lot of the information gathering online, Holiday Retirement commissioned an online survey (results announced in January 2016) to better understand Baby Boomers concerns about senior living and uncover related misconceptions. Holiday Retirement then turned the survey findings into a helpful e-book for families, “Overcoming Misconceptions: 7 Concerns about Senior Living to Erase from Your Mind.”

The e-book weaves the data from the online survey into a practical guide that’s visually easy to scan (not too text-heavy or overwhelming) and has very actionable tips. It can also be printed as a handout in tours of their communities, or shared among prospective residents’ family members via email. Reaching beyond their own communities’ walls, Holiday Retirement also shared what they learned with others in the industry via some great coverage on Senior Housing News. And they’re in process of getting the e-book and key findings out to as many Baby Boomers as possible, including those who read the Huff/Post 50 blog. It’s also worthy to note that they released the market data and e-book during the busiest month of the senior living search season — great timing for this excellent information.

Well done, Holiday Retirement!