Home care marketing in Del Mar:
a direct mail plan for senior care

Olde Del Mar and the south bluffs (92014)

The historic heart of the city, around the village and south along the bluffs, has winding streets, mature trees and custom homes, many with ocean views. Many residents bought decades ago and are now retired, and they want to stay in the home they love.

• What to offer: help that keeps people at home: a few hours a week of help with meals, errands and housework, rides to appointments, and more care after a hospital stay. A free in-home assessment is an easy first step.
• How to mail: a mailing list filtered by age and length of residence, or EDDM® on the routes that are mostly single-family homes. The area is small enough that every card should feel personal.

The Del Mar hillsides (92014)

East of Camino del Mar, the hillside streets have homes from the 1950s through the 70s on large, sloping lots, many with views. Many owners are empty nesters or retired, with high incomes, and steep driveways and large homes become harder to manage over time.

• What to offer: full-service home care, live-in or around-the-clock care, memory care at home and a care manager the family can call. Discretion and a consistent caregiver matter here.
• How to mail: a mailing list filtered by age and length of residence, so the card reaches long-time owners and not the newer buyers who rebuilt next door.

The beach streets (92014)

West of Camino del Mar, the beach streets have older cottages, new custom homes and condos steps from the sand. Many are second homes or vacation rentals, so the full-time residents are spread out among them.

• What to offer: flexible care for people who split their time between homes: short-term help during a stay, and care after a hospital visit.
• How to mail: a mailing list of owners at their own mailing address. EDDM® on the beach routes reaches many guests and tenants who will be gone in a week.

Del Mar Heights (92014)

Just south of the city and east of the freeway, Del Mar Heights is part of San Diego but uses the Del Mar ZIP Code. It is mostly 1960s and 70s single-family homes, many remodeled, with many families in the local schools and some original owners who have stayed. The parents here are often the ones arranging care for their own parents.

• What to offer: peace of mind for the family: updates after every visit, respite care so the family caregiver can take a break, and help for a parent who is moving closer. For assisted living, a tour the whole family can join.
• Timing: before Thanksgiving, when families get together, and in January, when many of them start calling.
• How to mail: EDDM®. Most homes are lived in by their owners, so whole routes reach the families and the long-time owners on the same streets.

Home care or assisted living: who to mail in Del Mar

• Home care agencies can mail every home on the routes they serve with EDDM®, or use a mailing list to reach households by age and how long they have lived in the home. In the city of Del Mar, with its second homes and rentals, a list usually does better. The table above shows how many older residents and seniors living alone are in 92014.
• Assisted living and memory care communities do best mailing every home within a few miles, since families want a parent close by. Pick the routes around your community in our EDDM® route planner, including Solana Beach and Carmel Valley if you are close, and keep the card about the community itself.
• Both should mail the same homes again and again. Families often take months to decide, and the card on the counter when they are ready is the one they call.

Mail also works well beyond homes. Doctors' offices, discharge planners at nearby hospitals such as Scripps Memorial La Jolla, and senior centers refer families every week, and a card or letter to them a few times a year keeps your name in mind. Ask us about a mailing to referral partners in Del Mar and nearby cities.

A year of senior care mailings in Del Mar

You don't need every mailing. Most Del Mar agencies and communities start by mailing the same nearby routes every month or so, then add the seasonal cards. Our senior care direct mail guide has more ideas for each one.

What every Del Mar senior care postcard should include

• Your license number. Home care organizations and assisted living communities (Residential Care Facilities for the Elderly, or RCFEs) in California are licensed by the Department of Social Services. Showing the number tells families you are legitimate.
• Who pays, said plainly. Medicare generally does not pay for ongoing non-medical help at home or for assisted living. Don't suggest that it does. Say whether you accept long-term care insurance or veterans benefits, if you do.
• Offers spelled out: what a free assessment or a move-in special includes and when it ends.
• For assisted living, describe the community, not the residents you want. Rooms, care, meals, activities and your location. Communities are housing, and fair housing rules apply to their advertising.
• Large type and a phone number a person answers. Many readers are older, and many callers want to talk to someone right away.
• Where you are in Del Mar, with a landmark people know and the areas you serve.

These are general points, not legal advice. Your licensing office or an attorney can confirm the exact wording, and we adjust any design to match.

Get a quote for your Del Mar mailing

Tell us which neighborhoods and services you want to focus on. We'll reply with a price for printing and mailing, and the routes or list we recommend.