marketing events

Marketing Events for Assisted Living: 5 Fresh Ideas

We asked our awesome team to brainstorm fresh marketing events for assisted living. The constant theme: Get people together. It’s been a long pandemic (we don’t have to tell you that!). Now’s the time to ramp up in-person events.

Marketing Events for Assisted Living: Give Them a Free Lunch.

Free food will always be an effective way to draw in a crowd. We don’t care what demo you’re catering to.

There are two keys to making this idea work, however.

First, be super targeted. Send invites to your ideal buyers. Second, make sure you have a plan for what happens before, during, and after lunch.

  • Before: Assemble packets/marketing materials to share with the attendees.
  • During: Get to know the attendees (keep notes!) and share the welcome packet.
  • After: Send the attendees home with a goody bag (maybe some nicely boxed pastries with your name emblazoned on the box) and FOLLOW UP with them via email. (Use marketing automation to make it easy.)

Marketing Events for Assisted Living: Open Up Popular Activities to the Public.

Consider any popular activity that you can reasonably open up to the public. For example, maybe you host a classic car show in your community’s parking lot the first Saturday night of the month during the summer months. Or maybe once a week, you offer a free matinee in your on-site movie theater. Events like these help build brand awareness and let people experience your community in a low-pressure way.

Families tend to flock to these events as well, which is another bonus since you’ll be reaching adult children—a good thing since they are often the drivers behind parents moving into assisted living.

Plus, current residents will also be present and interacting organically with guests. (Remember, happy residents are your best form of advertisement.)

Marketing Events for Assisted Living: Team Up with a Partner.

Financial planners, real estate agents, insurance agents—all of these folks often have their own small businesses (or franchises) and are looking for added value to give to their clients and prospective clients.

You could team up with a partner and host a free dinner or lunch-and-learn at a local restaurant. For example, maybe you collaborate with a local financial advisor and they invite a select number of their clients nearing retirement age to a free dinner where you give a short presentation about senior living—what it is, what it isn’t, how to pay for it, etc.

Follow the same strategy we mentioned above: bring marketing materials, meet and greet the guests, and enter guests into an automated lead nurturing workflow.

Marketing Events for Assisted Living: Give a Class.

Continuing education classes at local colleges and technical schools often include options geared toward older adults. Think people with extra time to devote to new interests, hobbies, or topics they want to understand better. The latter is where you come in.

You could offer a class (either free or for a nominal fee) around topics like . . .

You could either have someone from within your community, like a sales rep or financial guidance counselor, or you could create a panel discussion with several experts (including someone from your community).

Again, the key to these classes is the prep and follow-up. Don’t simply “present” and hope that people will eventually call you. Have helpful info packets, gather email addresses, and send follow-up emails. If people linger after class with questions, take the time to get to know them and where they are in their lives.

Marketing Events for Assisted Living: Simply Invite People in.

Sometimes the best marketing event is the simplest and most straightforward, like doing an email blast to your prospect database and reminding them that your doors are open for in-person tours.

And, of course, within that email, you could also highlight “Other Ways to Experience Our Community.” Then, in that section, you could promote any events you have planned, like the free lunches, the classic car show, upcoming classes, etc.

Need Help Developing Effective Marketing Events for Assisted Living?

Work with an agency that gets marketing and senior living. Get in touch and let’s chat about your needs.

marketing mistakes

Independent Living Marketing: Don’t Make These Mistakes

In a recent blog post, we discussed independent living marketing ideas that would resonate with Boomers and Gen-Xers.

Why does this matter?

Quick reminder: The American population is aging—and fast. In 2017, there were 47 million people over the age of 65. By 2060, that number will more than double to 100 million. And the folks making up the bulk of those will be from the Boomer and Gen X generations.

So, yeah. Your independent living marketing will need to undergo a dramatic shift. Or, at the very least, keep up with the changes while avoiding critical mistakes. To that end, we discuss those mistakes below.

Don’t skimp on your independent living marketing.

Just because demand for independent living is going to increase organically, that doesn’t mean you won’t need to market your community. The increase in demand will also increase competition in this space.

Don’t treat your independent living marketing as an afterthought.

How you market to these audiences will very much matter—and impact your community’s success. You’re going to be dealing with much savvier buyers. Think people who are more skeptical of marketing messages than their parents were. They will see through lazy language and “fluffy” messaging.

Don’t treat everyone in the IL audience the exact same way.

Data shows that there are 76 million Baby Boomers in the U.S. today. Do all 76 million think the same way or have the same desires for their retirement? Of course not. This is precisely why you need to develop buyer personas.

Personas will help you understand who your prospects are, what they desire, and what messages will resonate with them. The best way to start? Interview current residents and ask them why they chose your community.

Don’t forget that you’re dealing with the “me generation.”

As Forbes notes, “Baby boomers are considered the ‘me generation’ for their self-centered, individualistic attitudes.” And you can bet those self-centered, individualistic attitudes will absolutely influence the type of independent living they’re going to want to experience. This conversation goes way beyond marketing, of course—and to the heart of what tomorrow’s independent living communities will need to offer to please an audience that’s used to customization and getting what they want.

Don’t fall into a static mindset.

As we said earlier, the senior living industry is going through a fundamental shift. And we’re not talking about a “once and done” shift, either. What works as you market your independent living community today might not work a year or two from now. Embrace dynamism and avoid static messaging.

Don’t ignore analytics.

Now, more than ever before, analytics matter. Because as you’re developing new messages and marketing campaigns, you’ll need to quickly get a sense of what’s working and what isn’t. You can’t rely on your gut. Or make jumps in logic based on anecdotal evidence. You need real data to guide you. And that’s where analytics come into play.

Don’t think that technology doesn’t matter.

Our industry has often been slow to adopt technological innovations (like marketing automation). For a long time, you could get away with this since your target demo was older and used to “old school” methods of communicating, like snail mail and print ads.

But over the next decade, those vehicles are going to work less and less as Boomers become the prevailing demographic you’re marketing to. Boomers are tech-savvy—and they’re only going to get savvier.

Don’t go it alone. (But choose an agency partner wisely.)

Now’s the time to engage with an independent living marketing partner to help you navigate the shifts and develop effective campaigns. But you need to work with the right marketing agency—one that’s committed to staying current and ahead of the curve. Say hello to us!

Marketing ideas that resonate with boomers

Independent Living Marketing Ideas That’ll Resonate with Boomers

You’re likely familiar with the statistics. The American population is aging—and fast. In 2017, there were 47 million people over the age of 65. By 2060, that number will more than double to 100 million.

Today, the oldest Baby Boomers (those born in 1946) are in their mid-seventies, the youngest Boomers are nearing sixty, and the oldest folks from the Gen X population are right behind them.

Of course, these numbers are enough to make marketing and sales teams downright giddy! With so many people coming of retirement age, it would be easy to think that senior living communities can simply sit back and wait for prospective residents to come a-knocking.

But keep in mind that these retirees crave a much different experience than folks from the Silent Generation who were born during the Great Depression and WWII.

In the Boomers’ lifetime, they’ve been rock ‘n roll fans, hippies, flower children, Vietnam veterans, disco dancers, civil rights marchers, and even partakers of illicit drugs. (Hey, we’re just keeping it real, dear reader!)

Boomers usually worked at the same job for years and years. They moved to the suburbs. They raised their families. Owning their own home was the ultimate American Dream—one they could and did attain.

As for retirement? They only have their parents’ and grandparents’ experiences to guide them—experiences that often involved stereotypical “old folks homes” where residents simply faded away. In other words, an experience Boomers don’t want for themselves.

All of this is going to dramatically shift our industry over the next decade. Demand for truly independent senior living communities will increase—and folks will likely reside in these communities much longer before entering into assisted living, memory care, or nursing homes. (If they enter them at all! Many will opt for in-home care.)

As this shift happens, senior living marketing will have to adjust as well. Because how you market to these younger demos will (and should) be different from the marketing geared toward the 80+ crowd.

So let’s talk shop, specifically independent living marketing ideas that will resonate with Boomers.

Switch up your community’s messaging (if you haven’t already).

If you’ve already started building marketing campaigns around the concept of “this isn’t your grandmother’s senior living,” you’re on the right track. Because as we explained above, Boomers do indeed crave something different—something better.

Boomers value their independence. They demand customization and personalization. Think cappuccino machines and sushi bars, Paris vacations and weekend getaways. Plus, thanks to medical advances, Boomers (and Gen Xers) will remain truly active and independent for much longer than their parents did.

Your senior living messaging needs to show you “get” all this—and that your independent living community has built a lifestyle that caters to Boomers, not their parents or grandparents.

Watch your language. (And be willing to pivot.)

Nope, we’re not referring to profanity. We’re talking about the keyword phrases people use to describe “independent living.” For example, the senior living industry still hasn’t figured out what to call communities geared toward younger Boomers eyeing retirement.

Active adult? 55+? 65+?

And to be honest—the industry won’t drive this decision. The Boomers will. Check out some keyword research we recently pulled from SEMrush. These are real phrases people are currently searching on.

Our point: You’ll likely need to use a variety of phrases until (and if) one term prevails.

search terms

Embrace video storytelling—and do it regularly.

If you’ve been working on the marketing side of things long enough, you’ve probably heard that good stories help sell. And this is absolutely true no matter the demo. But we’d venture to say it’s even truer for the “me generation.” Boomers want to easily identify with people who are already living happily in your independent living community. Stories—particularly ones captured on video—will help accomplish this.

  • Get in the habit of recording a welcome video with each new resident. Ask them about their journey to your community, what made them decide to buy in, and what they’re looking forward to.
  • Record videos with longer-term residents. In addition to the newbies, you want to get stories about people who’ve been living in your community for a while. What surprised them about this lifestyle? What do they love most? What do they wish they’d known before they moved in?

The key with video storytelling is you need to be consistent. You don’t simply record a few videos and move on. Video storytelling has to be a regular, ongoing marketing task, like blogging and posting to social media platforms.

Show, don’t tell.

This adage absolutely applies to Boomers and Gen-X. They don’t want you to tell them how wonderful your independent living community is . . . they want you to show them. In other words, put your money where your mouth is and prove it.

Pay attention to these areas in particular:

  • Your website imagery. Don’t use stock images. Use real shots of real people in your community. Yes, this is an investment. And yes, you will have to re-invest in photography every year to keep things fresh.
  • How you market amenities. Telling people the food is delish is one thing. Inviting people in for a made-to-order meal allows them to experience it for themselves.
  • Your marketing campaigns. Boomers are rightly skeptical of jargon and buzzwords. You need campaigns that are authentic, yet heartfelt. For example, consider building a video ad campaign using a REAL resident that prospects can easily identify with.

Invest in reputation management.

Boomers do their homework. And that begins online. Your community’s online reputation matters because it will influence decisions, including whether your community even makes the initial list of places to tour.

Like video storytelling, senior living reputation management isn’t a once-and-done task. It’s not even an annual or semi-annual task. You need to stay on top of reviews as they come in, particularly on your community’s Google Business Profile (formerly known as Google My Business).

Now, you might be thinking: “OK, manage reviews. I get it. But what has this got to do with independent living marketing ideas that resonate?”

Glad you asked. See, don’t let reviews simply sit there. Yes, people will find them. But leveraging your reviews through various marketing channels (like your website, paid ads, and social media) can be an excellent way to reinforce key messages and get solid ROI on your reputation management dollars.

For example . . .

  • On your home page, you can create a module with scrolling reviews being pulled in from various review sites.
  • Employee email signatures can include links to review sites and/or a line from a glowing review.
  • You can feature quotes from five-star reviews in digital ads and email marketing.

Keep your eye on “younger” social media platforms, like TikTok.

Right now, according to Statista, people 56+ spend most of their time on YouTube, Facebook, and Instagram. TikTok, which is hugely popular with Gen Z, barely registers with Boomers—at least right now. But guess what? There was a time when Facebook was a “young person’s” platform, too. How times have changed, right?

Our point: Social media platforms geared toward senior living aren’t static—tastes change, interests wane, and fads come and go. Keep your eyes on the numbers. And be prepared to pivot fast. (Note: We’re starting to see movement on TikTok. Simply google “senior living TikTok” and see for yourself.)

Work with a marketing agency that stays current. (Like ours!)

Not all marketing agencies are created equal. And even fewer have experience within the senior living industry. We know marketing. We know senior living. And we’re closely following the shifts and trends. We can keep your community not only competitive, but also ahead of the curve with independent living marketing ideas that truly resonate with Boomers. Let’s chat!

Tips for Senior Living Ads

Tips for Creating the Best Senior Living Ads

When it comes to developing “the best” senior living ads, here’s the good news: You don’t need to reinvent the wheel. Follow these tried and true directives for advertising success.

The best senior living ads are well planned.

Like any other marketing tactic, you need a strategy to guide the development of your advertising campaigns. To get started, ask yourself the following questions:

  • Which persona are you speaking to? An ad for an older male in his seventies should have a different vibe than an ad for an adult daughter in her 50s.
  • What’s the theme? You’ll rarely be running a one-off ad. Normally when you develop a senior living ad campaign, you’ll need different ads for various media—magazines, newspapers, billboards, radio/TV, online, and so forth. Having a theme or focus will ensure all ads across various media communicate a consistent message.
  • What’s the goal? Are you trying to drive people to a specific landing page on your website? Maybe pick up the phone and book a tour? RSVP to a free lunch? Or are you simply building brand awareness? You need to understand your goal so you can develop appropriate calls-to-action (CTAs).

The best senior living ads are well written.

Whether it’s a full-page print ad or a short and sweet online banner, your content must be well written. This means . . .

  • Error-free copy. Nothing can doom an ad like an unfortunate typo.
  • Correct grammar and punctuation. It’s OK to deliberately break rules for effect. But do so in moderation.
  • Clear and compelling messages. Check out these tips for creating compelling advertising content.

The best senior living ads are well designed.

Your ad’s content, particularly the headline, is incredibly important. But your ad’s design comes in at a close second. Investing in professional graphic design (or taking advantage of ready-made designs from us that you can customize!) is worth every penny.

Designs must . . .

  • Properly reflect your brand. You don’t want someone experiencing a disconnect going from your ad to your website, for example.
  • Make the copy shine and easy to read. The design should complement the words, not compete with them.
  • Keep the audience in mind. Think older eyes that need bigger fonts and clear contrasts between colors.

The best senior living ads are well placed.

Don’t run ads simply to say you’re running ads. Where, when, and how you run your senior living advertising campaigns will make all the difference.

When doing ad buys, make sure you . . .

  • Have a clear understanding of the channel’s demographics. Your personas should be represented.
  • Understand so-called “added value.” Media companies will often offer “sweeteners” to ad buys. For example, a print publication might offer bonus ads in sister publications or on various websites. Get insight into what the so-called added value is—and see if you can handpick where any extras run. Because there’s no sense in running ads on a website that caters to Gen Z, right?
  • Negotiate, negotiate, negotiate. Most media companies are willing to negotiate. So when you’re presented with rates, don’t be afraid to counter. There’s a good chance you’ll get a better deal.

The best senior living ads are well researched.

This tip has more to do with pay-per-click (PPC) ads, which are their own specialty.

With PPC ads, like Google Ads, you need to do much more research, particularly around . . .

  • Keywords you should use and bid on (from brand terms to generic terms)
  • Competitor keywords
  • Negative keywords (the terms you don’t want your ads to come up for)

From there, you need to know how to navigate the ins and outs of Google Ads, how to write extremely compelling short copy, how to set reasonable budgets, and how to analyze results. No wonder Google offers Google Ads certification. (At least it’s free!)

The best senior living ads have help from an agency like ours!

Handling ad buys, writing ads, designing ads, keeping track of budgets—there’s a lot to juggle. We can do the heavy lifting for you. Get in touch and let’s discuss your advertising goals.

Senior Living Social Media Trends

What’s Trending in Senior Living Social Media Marketing

What’s hot right now in senior living social media marketing? Below, we’re sharing three trends we’re excited about, along with some mistakes you’ll want to avoid.

Trend #1: More Interest in Pinterest

If someone were to ask you what platform you think of when you hear the words “social media,” Pinterest probably isn’t the one that comes to mind. After all, it’s not a platform that dominates news cycles. While you can probably identify bigwigs at Facebook (Mark Zuckerberg) and Twitter (Elon Musk?!), you’d probably be hard-pressed to name Pinterest’s CEO, right? (For the record, it’s Ben Silbermann.)

And yet, Pinterest keeps chugging along—and has enjoyed increasing use among older adults.

According to 2021 stats from Statista, 38% of U.S. adults aged 50 to 64 use Pinterest, and 18% of U.S. adults over 65 use the platform. Compare that to 73% to 50% respectively for the same age groups for Facebook. While Facebook remains the top social media platform for people over 65, Pinterest comes in at a strong third, according to this article (YouTube is second).

Happily, we’re seeing more and more senior living communities embrace Pinterest, which is SMART. Because why wouldn’t you develop content where your prospective buyers are hanging out?

Trend #2: Did Someone Say YouTube?

YouTube is HUGE for seniors. In fact, nearly 50% of adults over 65 use YouTube. And don’t forget this nugget: Google owns YouTube, which means you can get an even bigger bang for your social media buck. Optimized videos DO come up in search—and some searchers prefer videos to articles.

So investing in a strong senior living social media marketing plan for YouTube could have many benefits:

  • Increase engagement among target personas who enjoy using the platform
  • Increase visibility for your brand
  • Increase traffic from your YouTube videos to your site

Plus, you can use your YouTube videos in multiple ways. You can share them via other social media platforms, like Facebook, or use them in other media, like emails or embedded in your blog posts and other website pages.

We’re hoping more senior living communities jump on the YouTube bandwagon. While many have some video content on YouTube, communities need to be creating videos on a regular basis to get the biggest ROI. Luckily, this is easier today than ever before—armed with nothing more than a smartphone, ring light, lavalier mic, and a free editing app (like InShot), today’s marketing teams can create quick videos on the fly. (The challenge is getting over the fear of this DIY method!)

Check out what one of our awesome clients, Ingleside Senior Living, is doing with its YouTube channel. They post videos regularly. They post a variety of videos. They have separate playlists for each community (which is a smart way to approach this issue). And their videos are excellent.

We particularly love this “Meet Your Future Neighbors” video that’s racked up over 600 views. Notice how simple it is–no fancy production, no mics, everyday lighting.

Trend #3: Thinking Beyond Selling

At its simplest, marketing’s main job is to attract qualified leads and help turn those leads into move-ins. So it’s easy to think every marketing tactic has to be about selling, selling, selling. But social media is a different animal. It’s supposed to be social after all! If you’re constantly in sales mode, you’re going to turn people off.

The senior living communities that have the most success with social media are ones that think beyond selling. They relax and keep their feeds real. And here’s the thing: They’re reaping the benefits of this approach. Because oftentimes authentic, feel-good posts will provide lots of engagement and increased exposure for your brand. While harder to quantify, we’d argue that these things are just as important.

Luckily, more communities are taking this approach with their social media marketing. You might have heard about Wheatland Manor’s “Advice for the Younger Generations” campaign, where the community shares images of residents holding whiteboards with solid advice like “Get a job you enjoy” and “Play Uno with your grandma.” These images have gone viral and have racked up tons of likes.

One particular community of our client Senior Star, Senior Star at Wexford Place, has embraced the concept of “thinking beyond selling.” The community does an awesome job with its social media feeds by highlighting cool things residents do and by offering regular shout-outs to staff. Below is an example of a staff shout-out. Note the fabulous engagement!

Other smart ways to “think beyond selling”:

  • Share resident spotlights. For example, got veterans? Highlight them on Veterans Day. Got residents with green thumbs? Share pics of them tending to their gardens and flower boxes.
  • Share resident quotes/testimonials. These work great with the hashtag #TestimonialTuesday.
  • Share pics from all of your activities, large and small. Pictures and videos get tons of engagement.

Mistakes people are (still) making with their senior living social media marketing

Not all trends are good trends. Unfortunately, many senior living marketers are still making the following mistakes.

Mistake #1: Not having a sharp focus.

Trying to maintain a presence on every social media platform under the sun will never work. Why? Well, effectively managing multiple platforms is challenging unless you have a person on staff devoted entirely to this effort—and most communities don’t.

What happens next is predictable. The existing team will either end up diluting their efforts across the numerous platforms, or the team will give up altogether. And nothing is worse than a community’s social media channels going dark.

Thankfully, this trend is slowing down in favor of a NEW trend, which we refer to as “finding focus.” When you focus on two or three platforms that make the most sense for your personas, the better the results.

So how do you focus? Again, it goes back to knowing your community’s target personas and where they hang out online. And here’s the thing about social media—tastes will evolve. Ten years ago, it was all about Facebook and Twitter. Pinterest was just a baby, only a couple of years old.

The thing you need to remember: When it comes to social media, early adopters are usually younger people. While older people eventually follow, it takes time. Our point: Communities who try to maintain Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, and TikTok probably won’t do as well as a community that focuses on two or three—say Facebook, YouTube, and Pinterest.

We know what you’re thinking . . . WHAT ABOUT TIKTOK? While it’s tempting to get on board the TikTok train, keep in mind that only 3.4% of TikTok users are over 65. You might argue, “Well, we’ll have an awesome presence for when older adults DO flock to TikTok.” Maybe. But there’s no guarantee that will happen—and definitely no guarantee it will happen any time in the next 2-3 years. Why invest resources into TikTok when you could put those resources to better use—like on a platform where your personas are actually hanging out?

Mistake #2: Not paying attention to responses . . . and results.

With social media, it’s easy to get lost in the weeds. You’re so busy coming up with compelling content that you’re not spending any time analyzing results. And by “results,” we mean engagement.

  • What types of posts get the most likes, shares, and comments?
  • Can you glean anything about the days you post—or the times of day?
  • Are you using hashtags appropriately? (Using too many can be a turn-off for followers.)

In our experience with clients, Fridays, Saturdays, and Sundays tend to garner more engagement than weekdays, but of course, your mileage might vary. Another mistake communities make: Not posting enough. We recommend posting three to five times a week to keep audiences engaged. Again, pay attention to what works, and don’t be afraid to experiment.

Finally, make sure you respond to people’s comments! If they’ve taken the time to comment on your content, the least you can do is like (or heart) their comment. Some comments, particularly reviews, warrant actual responses from you. For positive reviews, thank the person for sharing their experience. For negative reviews, tread carefully, but you should still acknowledge the person’s concerns. (Check out this article with tips on how to respond to reviews.)

Mistake #3: Treating your social media marketing strategy like a static “thing.”

Senior living social media marketing is a moving target, which can be frustrating for many marketing and sales teams. It’s tempting to get into a rhythm—and to stick with that rhythm FOREVER. But that’s not a smart long-term strategy.

What worked a year or two ago might not work today. At the same time, you don’t want to jump on the hot new platform (or what seems hot, anyway) while abandoning an effective strategy.

It’s a tightrope, for sure, but one that all successful marketing teams must learn to walk. Our advice: Pay attention to so-called trends. But more importantly, pay attention to what’s currently working for your feeds. Don’t be afraid to experiment, but let the results guide where you invest money and resources.

And know that things will change over time. Some platforms will fade in popularity while others will take their place. As Boomers age, your social media strategy will surely evolve since Boomers are much more active on social media than the 75+ crowd currently is. These are things to keep in mind as you strategize.

Want to rock your community’s social media channels, but you’re not sure what to do next?

You don’t need to go it alone. We help senior living communities develop engaging content that garners plenty of likes, shares, comments, and even leads. Let’s talk about your community’s social media needs.

Senior Living Content

Content Tips for Better Senior Living Advertising Campaigns

Advertising remains an important component of effective marketing plans—whether we’re talking print ads, direct mailers, highway billboards, or digital ads. But like any other marketing tactic, you need the right content. So let’s discuss senior living advertising campaigns, specifically the content that will (hopefully) inspire people to act.

Put extra effort into your headlines.

When it comes to advertising, headlines do the heavy lifting. According to Copyblogger, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.”

Headlines should be clear, concise, and compelling. Clear means easy to read and easy to understand. Concise means short, but what qualifies as short? It depends on the medium, and not everyone agrees on the right number of words. We usually recommend 5-10 words, but that doesn’t mean a three-word headline couldn’t pack a punch or that a 15-word headline wouldn’t work.

As for compelling . . . you want headlines that capture people’s attention. The headline should inspire the person to keep reading. Common strategies for creating a compelling headline include:

  • Asking relevant questions that your personas are already asking (or should be asking).
  • Being cute, coy, or playful (or some combination of the three).
  • Tapping into people’s pain points (for example, their fears and concerns).

Think through the call-to-action.

After your headline, your call-to-action (CTA) is probably the most important part of your ad. People commonly scan ads (and articles). Their eyes will focus on things that are prominently displayed, like headlines, sub-headlines, anything that’s bolded, and CTAs, provided your CTA jumps out at them. (And it should.)

So how do you develop a good CTA? Ask yourself what you want people to do next. Not all ads are asking people to buy something. Some ads are about brand-building. That said, most senior living advertising campaigns are likely focused on . . .

  • Getting qualified traffic to the website, where the person will be encouraged to take a specific action, like downloading a piece of content
  • Calling and booking a tour or requesting more info, like a brochure

If you send people to a website page, make sure the URL is short and easy to read and remember. Sending people to a unique landing page that’s only associated with that particular ad will help you track results. For example, consider these two URLs:


The first one is easier to read and remember—and much easier to type into a browser.

A word about QR codes: QR codes are those funky black and white squares that promise to send you to a website if you take a picture of them with your phone. They are trendy, so you might be tempted to use them in your senior living advertising campaigns. We recommend avoiding them, at least for now.

Why? Well, QR codes are more popular with younger demos.

According to an article titled “Are QR Codes Leaving Older Americans Behind” from YouGovAmerica, “More than half (54%) of consumers 18-29 have clicked on a marketing-related QR code, followed by 48% of consumers aged 30-44. This percentage declined to 44% among those 45-64 and 31% of consumers 65 and older.” The article goes on to note that 20% of people over 65 find QR codes cumbersome to use, and 18% of this demo say they’ve never even heard of QR codes.

If you do use them, just make sure they’re not your only CTA. You should also display the website address prominently. And like anything else, measure results over time. If you’re working for an active adult community that caters to 55+, QR codes might make more sense. But if your buyers are typically 75 on up, QR codes won’t be as effective. Over time, this reality will likely change. But we’re not there yet—and we probably won’t be any time soon.

Pay attention to your ad’s tone.

Should you go positive or negative? It’s a common question and a big source of debate. And like so many things in life, the answer is “it depends.” It depends on your goals and what the ad is talking about. For example, let’s pretend you run a non-profit life care community. If you’re highlighting all the unique amenities your community offers, a negative tone wouldn’t make sense.

But if you’re talking about financial worries—like the very real concern that people have about outliving their retirement savings—striking a more somber tone would be appropriate. In fact, you might even lead with a headline that sounds a little more negative or troubling: Are concerns about outliving your money stopping you from moving into a senior living community?

A headline like that would create discomfort in the reader. You’d want to quickly follow it up with a sub-headline that reads something along these lines: We’ve got a solution for that! Now, suddenly, you’ve turned that negative into a potential positive.

From there, the body copy could briefly discuss how your life care community guarantees a home and health care for the rest of a person’s life . . . even if their financial situation changes. The call-to-action would be to visit a specific landing page on your site where people could download a fact sheet or guide about life care communities.

Make sure your ad delivers on what it promises.

The last thing you want anyone to accuse your community of is a bait and switch, where your ad promises one thing, but your community doesn’t deliver. If your ad is inviting people to book a free lunch so they can experience the community, make sure your staff delivers on the promise. This includes not only providing an awesome lunch, but also making sure the staff is aware the ad is running in the first place. That way, when people call to book the lunch, the staff knows what’s going on and can take it from there.

The same is true with any landing pages that your advertising sends people to. The spirit of the landing page—both the look and feel and the content itself—should reflect the ad’s content. If not, the person will experience a disconnect, which isn’t the feeling you’re going for.

And, finally, make sure your senior living advertising campaigns reflect your community’s overall brand. Promising puppy dogs and rainbows in your ad—or using stock images that don’t represent what people can expect on your campus—will also create dissonance. The jump from your ad—whether it’s a print ad, direct mailer, or digital ad—to your website or to the community itself needs to be seamless.

Need help launching effective senior living advertising campaigns?

You’re in the right place! We know marketing and advertising. And we know senior living. Get in touch and let’s talk about how to advertise your community.

Senior Living Social Media Marketing

Senior Living Social Media Marketing: Mistakes to Avoid

We’ve written extensively about the many benefits of senior living social media marketing and why you should include it in your overall marketing plan.

Today, however, we’re going to focus on common mistakes that senior living communities often make with social media—and how you can avoid them.

Mistake #1: You’re focusing on the wrong platforms for your personas.

Do you know what social media platforms your residents use? How about their family members? Never assume! While it’s true older adults do indeed use social media, the phrase “older adult” has a wide spectrum.

Are you catering mostly to seventy-year-olds in independent living? Or are you serving octogenarians who are straddling IL and AL? Or maybe you’re running an active adult community for people 62+? The social media experiences among these audiences will likely differ. But you won’t know for certain unless you regularly ask, survey, and keep track of people’s responses.

Once you start keeping track, it won’t take long before you see the clear platform “winners.” For example, you might learn that your personas spend most of their time on Facebook and YouTube, but hardly any time on Twitter. This is important intel. Because you’re missing your target if you waste time pouring money and resources into Twitter when the people you’re trying to reach aren’t using that platform.

Keep in mind that social media is also a moving target. Preferences will change over time as other platforms enter the playing field (or go in and out of favor) and as younger demographics come of age.

  • How to avoid this senior living social media marketing mistake: Keep track of the social media platforms your residents engage in. This can and should be part of your sales intake—and most definitely part of your new resident welcome campaign. Find out the social media platforms residents and their families frequent. Invite them to follow your community’s profiles on the corresponding platforms.

Mistake #2: You don’t have specific goals.

You need to know your goals so you can measure performance and ROI. Too often, communities “do social media” simply because everyone else is. That’s not a good enough reason!

Ask yourself this question: What’s the purpose of social media for your community? Are you trying to boost brand recognition? Are you mainly using it as a means to communicate with residents and their families? Are you trying to get more qualified traffic to your site?

You’ll likely have different goals for different social media platforms. For example, you might use LinkedIn as a way to connect with current employees and prospective employees. Or maybe you use Pinterest primarily as a way to share recipes from your executive chef.

  • How to avoid this senior living social media marketing mistake: Define your goals. Be specific. For example, your goal with Facebook might be to send a certain amount of traffic from the platform to your website and convert X percent into leads. Revisit your goals every quarter. Have you achieved your goals? If yes, define some new ones. If not, determine if you need to revise your goals or revise your strategy for achieving the goals.

Mistake #3: You don’t have a social media marketing strategy.

Once you know your goals for each platform you use, you can develop a strategy for each one as well. Read that sentence again! Yes, the best way to tackle senior living social media marketing is to have a specific strategy for each platform.

It makes sense when you think about it, right? For example, the way people engage with content on Facebook is quite different from the way folks play on Pinterest—or how they use Instagram or YouTube.

  • How to avoid this senior living social media marketing mistake: Having a content calendar and someone on your team who “owns social” can go a long way in making sure you post consistently—and according to the goals you have for each platform. And yes, we get it: Often the real “magic” of social media is when something is posted on the fly, like those random images or videos that are too good not to share. A social media coordinator can manage these last-minute requests while making sure your overall strategy remains intact.

Mistake #4: You don’t put the same effort into your social media content as you do with other marketing content.

Too often, we see communities get excited when they launch their social media presences, but over time, the content either gets stale, predictable, or worse—it becomes non-existent.

Creating great content for social media takes effort. Having a strong content calendar for each platform helps, but your social media team needs to always be thinking in terms of content creation—taking pics that will resonate with the audience, developing fun videos, coming up with meaningful surveys and contests—and that’s just the beginning.

Social media never takes a break—it’s always going, it’s always on. We’re not suggesting that you post 24/7, but your social media team has to have a 24/7 mentality, meaning that it needs to look for (and post!) awesome content outside of typical business hours. This might involve tasking someone with taking and posting pics from the Mother’s Day Tea that happens on a Sunday. Or capturing the gorgeous full moon as it rises above your property.

  • How to avoid this senior living social media marketing mistake: Make sure you’re not putting one person in charge of all things social media. Even if you have one social media coordinator, that person should have a team—or, at the very least, the freedom to tap helpers, as needed. For example, the social media coordinator can ask the activities assistant to take some pics during the Mother’s Day Tea and send them to the coordinator for posting.

Mistake #5: You don’t analyze the results.

Many communities ignore social media analytics beyond looking at “likes” or the follower count. But again, if you’re investing in senior living social media, you need to figure out if your investment is paying off.

  • How to avoid this senior living social media marketing mistake: Monitor traffic that comes from social media platforms—and determine what percentage of that traffic turns into leads and eventually move-ins. That’s the most important metric to pay attention to, but there are others. And good software like HubSpot can make it easy to see results via dashboards and reports that you set up once, but that continuously populate with info.

Need help avoiding the above mistakes? Let’s talk.

One of the best things you can do to enhance your social media efforts is work with an agency like ours. We can audit your current platforms, guide you on where you should be spending your time and budget, and work with your team on creating content and getting into a good rhythm. Then, your team can take it from there—or you can continue to have us manage your social media (or some combination). Interested? Let’s talk about your social media plans.

Hubspot for senior living

HubSpot for Senior Living: What Is It, Anyway?

One of the products we often recommend to clients is HubSpot, thanks to its strong marketing automation software. But that’s not all HubSpot can do. In this article, we’re going to provide an overview of HubSpot for senior living—and what you should do next if you’re interested in using it.

What is HubSpot?

HubSpot was founded in 2006 in Cambridge, Massachusetts, by two MIT graduate students: Brian Halligan and Dharmesh Shah. HubSpot helped develop and spread the concept of inbound marketing.

Over the years, HubSpot has gone through many iterations. In its earliest incarnation, it was a CMS (content management system). Simply put, a CMS allows people without technical experience to create and manage content on a website.

Today, HubSpot describes itself as an internet marketing company that’s in the “growth business.” It offers a powerful CRM platform that “makes it easy for your entire company to work together — from marketing, to sales, to customer service. Each hub is powerful alone, but they’re even better together.”

These “hubs” include the following:

  • Marketing Hub
  • Sales Hub
  • Service Hub
  • CMS Hub
  • Operations Hub

Numerous extensions and integrations are also available.

How should communities approach HubSpot for senior living?

We talk a lot about marketing automation when it comes to HubSpot, so here’s a quick refresher . . .

Marketing automation enables you to deliver the right message (think emails) to the right person at the right time. As its name suggests, with marketing automation, everything happens automatically once you set it up. You’ll also have access to real-time results: Which prospect opened the email, who is most engaged with your content, which content seems to convert best, and so forth.

While we often use the terms “HubSpot” and “marketing automation” interchangeably for simplicity’s sake, marketing automation is only one small piece of HubSpot. In fact, if you were to browse the various “hubs” on HubSpot’s website, it might take a while to find out which hub offers marketing automation (you’ll find it in the Professional and Enterprise levels of the Marketing Hub).

OK, so which “hubs” should a senior living community use?

Ah, this is where it gets complicated. Not every senior living community is going to have the same needs. A small, independent community might have one set of requirements while an operator with ten locations across the country will have another set.

For example, if you already have an effective website on WordPress, you won’t need the full suite of CMS capabilities. If you’re happy with your current senior living CRM, you won’t use HubSpot’s.

Bottom line: Not every senior living community needs HubSpot. We’re also fans of ActiveDEMAND, which has a specific senior living package that’s hyper-focused on marketing automation.

This is why it’s a smart idea to work with a consultant or agency that understands the senior living industry and what products are best suited for the industry. A good consultant/agency can guide you on what makes the most sense for your community and your budget. (That said, you can read more about why we’re such big fans of HubSpot.)

Are you leaning towards HubSpot for senior living? Let us help.

If you’re hot for HubSpot, we can help you figure out which level you need, how to implement it properly, and how to maximize HubSpot so that you get the biggest bang for your marketing buck.

It’s worth noting that Senior Living SMART has achieved the Platinum tier in HubSpot’s Solutions Partner Program. According to HubSpot’s website, the Partner Tier program is designed “to acknowledge those solutions partners who have not only brought the inbound message to the most clients, but also those who executed inbound marketing services to the highest standards.”

Get in touch and let’s discuss HubSpot!

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Senior Living Sales Strategies for High-Intent SQLs

Working with high-intent sales-qualified leads (SQLs) who are close to making a decision can be quite thrilling for a senior living sales director.

No wonder, too. This is the sales director’s job and their source of income. And with the finish line in sight for everyone, it’s natural to get excited. After all, what’s left to do?

Turns out quite a lot. Because at the end of the day, high-intent SQLs are still human, and humans are notoriously unpredictable. Which is why the way sales directors interact with high-intent SQLs will and should be different from the way they interact with other senior living leads.

Head spinning yet? Don’t worry. We’ve got you. Below, we discuss several senior living sales strategies for high-intent SQLs.

1. Senior living sales strategies: Stop selling

OK, we know what you’re thinking: Say what? But here’s the thing: You no longer need to sell to your high-intent SQLs, at least not in the traditional sense. They’re about as “in” as they’re going to get since your community is on their shortlist.

Instead of selling to them, you need to find out if anything’s giving them pause. To do that, ask a version of the following question: “In your mind, what are some of the community’s drawbacks? I can’t promise that I’ll be able to fix or change any of them, but maybe there’s something I forgot to mention that might help alleviate any concerns.”

We can almost guarantee there will be at least one drawback that you can address and genuinely turn into a positive, which might help tip the scale in your community’s favor.

Bottom line: With high-intent SQLs, you don’t need to sell to them anymore . . . you simply need to enable them to buy from you.

2. Senior living sales strategies: If things have stalled, find out if there’s an external factor going on in the SQL’s life.

Sometimes you’re working with a prospect and you’re convinced they’re going to sign papers when—BAM! Everything comes to a screeching halt.

In this scenario, an external factor is often at work.

Some common ones include:

    • Finalizing financial details (for example, the Veterans Aid & Attendance Benefit)
    • Dealing with an unexpected medical issue
    • Stalled by an unrelated family matter (death, wedding, family trip)
    • Selling/downsizing a home

Our point: You need to know what your high-intent SQL is facing in their lives and adjust your conversations and follow-up accordingly.

For example, if your prospect is suddenly in the hospital due to a broken hip, send the person flowers. Don’t do so as a selling tactic, but as a caring tactic. Once they’re back home, stop by for a visit to see how they’re doing. (Call first!) Again, not to push the sales narrative, but to simply demonstrate your humanity.

Once they’re truly back on their feet, then you can ask if recent events have changed their decision or timeline. Some will be ready to move forward. But sometimes external factors might force a downgrade from high-intent SQL to regular SQL or even back to marketing-qualified lead (MQL). This happens. Knowing where your prospect is in their journey, even if there’s been a setback, is important since it will inform how you engage with them going forward.

3. Senior living sales strategies: Think beyond lunch.

More than likely, your high-intent prospect has already vetted the food situation in your community. As food services company Unidine notes in this article, “It is widely acknowledged that food and dining are key aspects of residents’ satisfaction and influence the decision-making of prospective residents.”

If they’ve already done lunch in your community, it’s time to think BEYOND lunch. Hopefully, you took good notes when you chatted with the prospect. (If not, get in the habit of finding out their likes and dislikes when it comes to food—breakfast, lunch, dinner, desserts, drinks.)

Get creative—here are some ideas:

    • For a prospect with a sweet tooth, have your chef prepare a box of yummy treats that you deliver to the prospect with a note: Sweet times await you in our community. Here’s a sample of what you can expect.
    • Invite the prospect and a few members of their family to a special home-cooked meal in your community’s function/event room. The goal is to show how the room can be used precisely for these family gatherings—and to demonstrate how fabulous the food is.
    • Invite the prospect to a special event that includes refreshments, like wine and appetizers. Maybe it’s an author reading or a musical guest.

The goal is to highlight various types of foods—appetizers, family meals, desserts—along with different activities that involve food and camaraderie. The more you can make your community truly feel like home, the more it will help the prospect “see” themselves living there.

4. Senior living sales strategies: Find out who the competition is.

This strategy is a delicate dance. The goal isn’t to bash another community, and doing so is bad form in our tight-knit industry. But if your prospect is vacillating between your community and a competitor’s community, you need to have a plan for how to approach the conversation.

Our recommendation? Arm yourself with a small asset library on each competitor. We’re talking about a folder that you keep on your PC for each main competitor that your community typically finds itself up against.

In each competitor’s folder, you’ll want to have the following:

A comparison chart. Think of a simple, nicely designed “dot chart” that compares your community to the competitor’s community. Honesty is essential. Your community isn’t perfect for everyone. The fact your community has a yoga studio might not matter to your prospect while the fact the competitor’s community has a dog park does matter.

The goal is to simply have a comprehensive, objective-as-possible chart that prospects can glance at. Sometimes seeing everything laid out side-by-side can be just what someone needs to make a decision.

    • Tips for how to share the chart: Be direct. “I know you’re considering our community and ABC Senior Living. I thought you might find this chart helpful.”

A list of current residents who also considered the competitor’s community. In a perfect world, you’d have a collection of short videos from these residents where they talk about why they chose your community instead of the competitor. These videos don’t have to be professionally shot, either, since you’ll only use them for this purpose. (An iPhone video is fine.)

Note: If the current resident is willing to talk to prospects, you can also offer that option. But simply sharing two or three videos of real residents talking about why they decided to move into your community might be all the prospect needs to hear.

    • Tips for how to share the video: Send an email (or if you’re with the prospect in person, you can pull up the video on your phone or tablet) and say something like, “Gloria, one of our residents, also seriously considered ABC Senior Living as well. I thought you’d find it interesting and potentially helpful to hear why she finally decided on us.”

Earned media that features your community. You might not have info like this for every competitor and that’s OK. But you should absolutely collect any positive media coverage about your community—especially if it also mentions the competitor—and share that with your prospect.

For example, if the town/city your community is in has a “Best of” list and your community comes in first for senior living (but your competitor comes in second or third—or doesn’t place at all), this can be something to share.

    • Tips for how to share this info: This sort of info could be good reading to send along with something else. Like, if you send a box of tasty desserts to your prospect, you could include a couple of articles that talk up your community. (And, of course, this sort of info is stuff you’d want to share on the website, social media, and in lead nurturing emails for marketing-qualified leads.)

5. Senior living sales strategies: Appeal to all influencers.

It’s rare to have only one person involved in the decision-making process. Senior living sales directors should get in the habit of asking who’s involved in the discussions. And frame it exactly like that: Tell me more about the discussions you’ve been having about this decision. Who’s involved? Would it be OK if I get their email addresses?

For example, if an adult daughter and her mother are looking for a local community, but you’ve gotten wind about an adult brother who lives in Florida who’s been participating in the discussions . . . it makes sense to get his email address. You could send him a quick, personal email: “I just had a great visit with your mom and sister and want to introduce myself . . .”

From there, if your prospect evolves into a high-intent SQL, you’ll have easy access to the contact information for all the people who are influencing the decision. So, using the above example, you could suggest a Zoom call with mom, daughter, and son to discuss where things stand, next steps, and so forth.

Bonus: Free eBook!

You likely noticed a theme in our suggested senior living sales strategies above—care more, sell less. One of our fabulous colleagues, Mike Miller for Primo Solutions, has a fabulous ebook called Stop Selling and Start Caring. He wrote it specifically for sales and marketing folks in the senior living industry. You can download it for free here.

Marketing Solutions Must Haves

Senior Living Marketing Solutions: 5 Must-Haves

You don’t need every marketing solution under the sun for your senior living community to be successful. In fact, sometimes too many bells and whistles can dilute your efforts. That said, there are some must-haves that you shouldn’t skimp on. Below, we discuss five essential senior living marketing solutions that we recommend to all our clients.

1. Senior Living Marketing Solutions: Invest in a Strategy.

Somewhere along the way, the word “strategy” has gotten a bad rap. Probably because strategizing involves stepping back, identifying real objectives, and creating a marketing roadmap for achieving them.

Some might see strategizing as a synonym for slowing down, which is a challenge in our always-on, always-rushed world. And we can certainly appreciate why slowing down can be extremely hard for marketing and sales teams that have a long list of vacancies to fill.

But we’d argue that a sound marketing strategy is needed precisely because it’s so competitive out there. If you approach your marketing willy-nilly—without understanding your buyers or your current website conversions, for example—how can you successfully execute important marketing tasks, like creating content that converts? You can’t measure what you don’t know, right?

The very act of sitting down to create a marketing strategy forces everyone to take a hard look at things like . . .

And that’s just the beginning. No, it’s not “sexy” work. It’s not fast work, either. And it’s not the type of work that will produce results right away since the work itself involves reviewing, compiling, and planning.

But once the work is completed and a plan is in place based on real intelligence? Get ready for turbo-charged marketing that will deliver reliable results over the long haul.

Doesn’t that sound smarter than just winging it?

2. Senior Living Marketing Solutions: Treat Your Website Like the 24/7 Salesforce That It Is.

Sure, every serious business on the planet has a website nowadays. So setting one up might feel like another box you need to check off your endless to-do list. But your community’s website matters. Why? Because it serves as your 24/7 salesforce.

When people are on the hunt for something—new sneakers, a new car, a new home—their search begins online. This is true even among older adults. Consider the following stats:

    • Baby Boomers spend more time online than Millennials, and a staggering 92% of Boomers shop online. [Source: The Shelf]
    • 75% of all Boomers are on Facebook, and 35% use business-focused networking sites, such as LinkedIn. [Source: Kenshoo]
    • Boomers have great attention spans and will read your content! 60% of Boomers regularly read blogs, and 70% percent watch video content online. [Source: The Shelf]
    • Boomers are almost as likely as Millennials to own a tablet. [Source: Marketing Charts]
    • 68% of Boomers own a smartphone. [Source: Pew Research Center]

For most prospects interested in senior living, your website will serve as their first experience with your community. And like it or not, first impressions still matter. Yes, some folks might land on your Google My Business listing first. Or perhaps they’ll see an ad or a billboard or hear about your community from a friend or family member. But they will end up on your site at some point—and usually multiple times.

Bottom line: Don’t treat your senior living website as an afterthought. Don’t treat it like a box you need to check off. And don’t make it look like every other senior living community’s website.

Instead, approach its creation (and its subsequent iterations) with a sound strategy. Pay attention to analytics that give insights into traffic numbers and conversion rates. And if you outsource, choose an agency that knows what it’s doing when it comes to building senior living websites that get results.

3. Senior Living Marketing Solutions: Let Marketing Automation Do the Heavy Lifting

Your community can’t effectively compete if it doesn’t have a seamless method for nurturing marketing-qualified leads (MQLs) over the long haul. Because here’s the reality all communities are facing right now: Prospects require multiple “touches” before making a decision to move into a community. And when we say multiple touches, we’re talking upwards of 20+ for marketing-qualified leads.

Think about that for a second. Let’s use easy math to illustrate. If your site brings in 100 MQLs a month on average, and these MQLs require a minimum of 20 “touches” before making a decision . . . how on earth can your marketing team manually send that many unique emails to that many different people, month after month, year after year?

New MQLs Per MonthTouch Points to ConvertUnique Emails Sent

They can’t. At least, they can’t do it efficiently. Things will fall through the cracks, meaning your community will lose great leads to competitors.

Marketing automation solves this problem. Instead of manually sending lead nurturing emails, you’ll program the system to keep track of where the MQLs are in their journey. The automation’s main purpose is to deliver the right content to the right prospect at the right time.

Marketing automation is no longer a “luxury” of national chains, either. Even a small, independently-owned community must use some form of marketing automation to remain competitive.

Luckily, most reputable marketing automation software offers various tiers. So a larger chain might opt for an enterprise license while a smaller community might choose a nimble, budget-friendly option.

The key (beyond choosing the right marketing automation software) is setting it up properly. This takes work, including a deep understanding of your prospects and their buying journeys. But once set up, marketing automation does the heavy lifting so that your marketing team can focus on other things—like creating compelling content, analyzing results, and doing more of what works and less of what doesn’t.

4. Senior Living Marketing Solutions: Remember to Use Lead Scoring

This goes hand-in-hand with marketing automation. But we find that lots of communities either overlook this point or they don’t take full advantage of lead scoring.

When properly set up and executed, lead scoring provides several benefits:

    • A real-time view of where leads are in the sales funnel. At a glance, you’ll have a solid sense of your overall pipeline and which leads are nearing decision time. This will help improve sales forecasting.
    • Increased efficiency and sales productivity. Sales teams can focus their time on sales-qualified leads.
    • A key input to your marketing automation software. Lead scoring will automatically indicate which lead needs to go where. SQLs will be served up to the sales team. MQLs will enter appropriate nurturing campaigns.

In order to work, however, lead scoring requires . . .

    • Sound strategy. What makes a lead sales-qualified vs. marketing qualified? Do you want to go deeper than simply scoring a lead as an MQL or SQL?
    • Smart implementation. You need to make sure lead scoring is set up properly on the backend. Our biggest tip: This requires more than one set of eyes. And you absolutely must test to ensure the leads are being scored as you envisioned they would be.
    • Revisiting over time. Marketing automation’s biggest advantage—the automation part—can sometimes be its biggest curse. Too often, marketing and sales teams will “set it and forget it”—for good. You do need to occasionally revisit your lead scoring strategy: Has it changed? Have you learned anything new that could affect how you score leads? And you need to occasionally revisit the actual setup to see if anything has broken along the way.

Again, don’t skimp on this process. Lead scoring is a critical component in successful marketing automation.

5. Senior Living Marketing Solutions: Think Analytics.

Practically everything we do as marketers is measurable. While the number that matters most is move-ins, that’s the finish line. Many milestones exist along the way—important milestones that will help deliver leads to the finish line. And all of those milestones have analytics attached to them.

Think about things like . . .

    • Website analytics (traffic, landing pages, calls-to-action, etc.)
    • Google Analytics
    • Social media analytics (specific to each platform)
    • Advertising analytics (print, digital, radio, TV)
    • Lead analytics (such as MQL-to-SQL conversions and SQL-to-move-in conversions)
    • Email marketing analytics (opens, click-through-rates, conversions)
    • Call center analytics
    • Live chat analytics

And the above isn’t an exhaustive list, either.

Some marketers love numbers. Others hate them. If you fall in the latter group, don’t ignore the analytics because you don’t like them. Instead, consider outsourcing the analysis. A good consultant or marketing agency can help you understand what the numbers are telling you so that you can make informed decisions.

Bonus Solution: Work with a Reputable Senior Living Marketing Agency

Because marketing is SO involved, it can be challenging for marketing and sales teams to manage everything on their own. Luckily, there’s a solution for that: outsourcing some of the work to an agency like ours. We know senior living. We know marketing. Let’s talk about your community’s specific marketing needs.

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