This week has seen the launch of their Retire Ready program, which encourages prospective residents to sign up and receive an informative email each week for five weeks covering a range of topics, including concerns over contracts and costs.
CEO Allison Quinn says the program will play a big part in improving the standards of marketing and operation of their villages.
“Clarity and certainty are more important than ever for residents, and Retire Ready is designed to provide these things and more,” she said.
The method RetireAustralia is using to provide this content to their customers is clever. Instead of adding landing pages to their website with this content, customers must register to receive the EDM’s, which allows RetireAustralia to capture valuable data on each customer including:
- Contact information;
- If the customer is enquiring for themselves or a loved one;
- And the customer’s village preference.
RetireAustralia will have a database of potential customers to which it can market its villages and even better – the collected data allows them to specifically target their messages to different audiences eg parents versus children.
Will having to register deter customers? We don’t think so. A customer will see that the value of the offering outweighs the sharing of their details or the inconvenience of filling out a form.
It’s an important formula to get right – and we think RetireAustralia have done just that.
Lauren
