Increase Your Senior Community Lease-ups with Variable Data

By Lindsay Valenty -

Regarding direct mail, the phrase "variable data" gets thrown out quite a bit. But what does it mean?

Variable Data Printing, or VDP, is an automated process that allows you to fully customize the marketing pieces that you print for each recipient. You may be using VDP already and not even realize it! 

So why is this important? The Population Reference Bureau believes that the number of Americans over the age of 65 could be as high as 100 Million by 2060. That's a considerable number of people that you want to make sure you're not missing out on as you lease your senior living community.

Using VDP is a great way to save costs AND leave a lasting impression on potential residents. It allows you to customize your message for each segment you may be targeting, such as age and location. 

Data processing can assist by cleaning up your existing data to ensure that the addresses you have for potential residents and their families are accurate and formatted correctly for USPS®.

It's not just customized name and address fields that you can swap out with VDP. You can:

• highlight each of your properties' unique features

• swap out current resident testimonials

• incorporate information on the surrounding area

• other benefits your property may offer

VDP can also factor into your digital strategies using QR codes to custom landing pages, PURLs, tracking numbers to gauge interest and measure ROI. 

We’ve built longstanding relationships with top providers and marketed a wide range of services—from independent and assisted living to memory care, hospice, home care and more. Working closely with your team, we’ll create a senior living marketing plan that helps your community attract new residents, maintain census and grow its brand.