Many senior living marketing and sales teams are quickly retiring traditional marketing efforts as older adults become more tech-savvy, engaged, and thorough in their search for a senior living community.
One-way marketing activities like newspaper ads, billboards and mass mailings don’t quite make the cut anymore with seniors or their adult children. They also fail to deliver measurable results, so determining a return on investment (ROI) on marketing dollars can be challenging or impossible.
You and your leads want more, including meaningful conversations, valuable content that addresses their concerns, and interactive websites that tell a story of community life and culture. Knowing how seniors shop for senior living will give you an advantage in pinpointing the best marketing strategy and tactics to convert more prospects.
How seniors shop for senior living today
They check out your website
Seniors and adult children will search online to find information on senior living. Websites are vital in conveying the right message to leads. Older adults are using electronic devices more frequently and confidently – and they want to gather as many details as possible on a community’s website. In fact, over 90 percent of adults in the U.S. use the internet, a big jump from only 50 percent in early 2000 (Pew Research Center).
They read online reviews
Reputation management should be a high priority for your team because seniors and their loved ones research your community’s reviews in addition to exploring your website. Responding to both positive and negative reviews is key to building trust. Negative reviews can cause you to lose leads and quickly harm your industry credibility, so staying on top of them is imperative.
They’re more comfortable with social media than you think
Seniors also use social media to learn more about a senior living community. They often want to see actual residents living an active lifestyle, enthusiastic team members showing compassion, and a community culture that embraces diversity. Organic posting is essential to engage in authentic conversations with your target audience.
The phone is how they’ve always communicated
Older adults were communicating with the world by phone long before texting and emails, so phone calls are crucial to effectively managing leads and moving prospects through the funnel. According to NextWave Care, over 60 percent of tours result from inbound calls. This means you must be the first to respond, and making a great first impression is essential.
Phone conversations allow you to learn about your lead’s pain points and discover their story. It’s no wonder that phone calls drive more conversions, often 10 to 15 times more revenue than web leads, according to BIA/Kelsey.
They ask for referrals from those they trust
Another way seniors find senior living communities is by word of mouth and professional referrals. Older adults and their loved ones will likely trust recommendations from those closest to them.
Sometimes, seniors will know residents who live in the senior living community, and they’ll ask questions about what it’s like living there. Your residents are often your most valuable referral source. Consider developing structured resident referral programs with incentives and social events.
Are you prepared to engage with your leads where they shop?
LeadGenie can help support your marketing and sales efforts! LeadGenie is a complete lead management solution that will help your sales team and boost your tours and move-ins. LeadGenie offers virtual sales support, quickly and consistently responding to your leads.
We do this through a customized approach free of long-term contracts and one-size-fits-all packages. You decide what works best for you! Set up a no-obligation consultation today!