Know-How Exchange : Advertising/PR

Ah, it would seem that "location, location, location" has struck again. Perhaps you could offer an introductory rate and do a few tours of the facility. I think one of your main tasks will be to convince people that all residents are going to be safe in the facility and on the grounds. Also, these seniors will likely want to have access to the outside world, so the location might pose more of a hurdle there as well.

Like Randall, I find it hard to imagine that you got to the point of opening the facility without a marketing plan that would attract residents. But you're there now, so I guess the question is academic.

You're going to need to invest a bunch more in marketing (and other things) to overcome the poor location, but nothing is impossible. The problem is that this will require some serious, in-depth consulting by folks who know the drill. You need fast results and don't have time to test everything.

Depending on how open you are to accepting outside help, I think this challenge could be very interesting. If you want to pursue it, let me know ... or review profiles of several experts on this forum and see if you find someone who might be better suited to the project. (Where are you located? What country/state/province?)

The marketing project won't be easy, but it sounds like you don't have much choice now. Get help as soon as you can. Don't try to solve this on your own ... you're too close to it and need someone with a bit more objectivity. Be prepared for a few lean months before you can begin to think about breaking even. It's a good thing your rent is low, right?

Have you been giving lots of tours, but not having any signups or are you having trouble even getting people to your door? These require different strategies.

Also, don't think of being in the middle of the pack. Think of what you offer (or can offer) that no one else does...and people would deeply care about (and be willing to pay for). That's what will help overcome some negatives.