The Price Is Right

An ad about price is not normal in this industry, but the inclusive price was a point of differentiation for this community. Every competitor in the area offered levels of care and hid any talk of price and I saw that as an opportunity.

Gen X needs to know how much your community costs and she doesn’t want to fill out a form to get it. A few years ago at SMASH, there was a presentation about price and the discussions that followed were telling. Marketers didn’t want to reveal pricing and at the time, they didn’t need to. That’s changed with Gen X.