The Montecito Santa Fe

We’re getting older. The population of our country, that is.

In fact, projections show that by 2030 there will be more 65-year-old people in the U.S. than 18-year-olds for the first time in our history. As a result, the senior care industry is booming. But with more potential residents come more competitors. That’s why standing out from the crowd is especially important in this sector.

Differentiating a Brand

Located in the foothills of New Mexico’s beautiful Sangre de Cristo Mountains, The Montecito Santa Fe provides older adults with a Montessori-based approach to assisted and independent living options, as well as memory care services.

Rachael Hemann is The Montecito’s Community Relations Director. Her approach to marketing begins with keeping it personal. “I get to know what each prospective client is looking for and show them how The Montecito can meet their needs,” she said. “I even introduce them to like-minded residents and try to make them feel at home the moment they walk in.”

Consistency is also important to the team. Readers of the Santa Fe Reporter have voted The Montecito “Best Senior Living Provider” five years in a row. “The longevity of our management staff is one of the key factors in those wins,” Rachael says. “Most senior living communities experience a full management turnover every year or two, but our team has been solid for ten years!”

Our Role

BusinessVoice has created On Hold Marketing content for The Montecito since 2013.

Creative Consultant Caley Dennis writes the copy. Even though Santa Fe and our Toledo, Ohio headquarters are separated by 1,500 miles, Caley brings a personal touch to this client’s content.

“I lived in Santa Fe for ten years,” she said, “so I understand what makes the area unique.” Late summer and early fall are her favorite times of year there. “I had a note on my desk for more than six months with ideas to work into the copy during this time frame: the light, the smells, the local traditions. I wanted to incorporate those details in a way that complements The Montecito’s atmosphere and amenities.”

Caley’s personal approach to her copy aligns well with Rachael’s marketing philosophy. “I enjoy her perspective,” said Rachael, “and I am very satisfied with BusinessVoice overall.”

How On Hold Marketing Helps

“After people do an online search for us, they often call for more information. The On Hold Marketing allows us to provide details to callers while they’re waiting to speak with someone,” said Rachael. “It also benefits those who may not necessarily be looking for living options right now, but they’ll remember the talking points at a later time. “