senior living marketing

Senior Living Leads: The Real ROI of Internet Leads

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Internet leads represent 50% of all new lead generation in the senior living industry. There are many flavors, including organic lead generation from your own website, subscription (monthly flat fee) models, pay-per-lead, and pay-per-move-in options. If you need to increase lead generation, which model should you choose and how do you measure the ROI?

Here are the results from a six-month evaluation of every internet lead model, the financial results, the occupancy impact, and lessons learned about internet lead management.

Senior Living Leads: Evaluation Structure

We formed two groups of communities representing every possible combination of IL, AL, ALZ & CCRCs. One group received senior living leads from every internet lead model and managed the leads on their own. Another group received leads from the identical sources. A call center managed their leads for 30 days. Our goals were to measure the cost per lead, the cost per qualified lead, the cost per tour, and ultimately the cost per move-in. We also wanted to measure the impact of allocating dedicated resources to responding to internet leads on conversions, revenue, and occupancy. The two groups had almost identical occupancy (an average of 83.75%).

Senior Living Leads: Lessons Learned

If we skip to the end of the story, the call center results were significantly better than the community results – even though the call center staff had no experience in senior living. What they did have was a mindset to . . .

  • Respond immediately to every lead
  • Believe that every lead was viable (no pre-conceived beliefs that internet leads were low quality)
  • Ask every question on the Discovery form
  • Follow a 30-day lead nurturing process to look for opportunities if the prospect was not ready to tour on the first interaction

Here are some lessons learned from the call center results:

  • Day-one immediate response is critical for internet leads.
  • Having dedicated resources available 7 days a week led to improved opportunity.
  • 56% of “connects” (voice-to-voice contact for Discovery) happened on Day 1 (Day 2 dropped to 10%).
  • 53% of tours scheduled occurred on Day 1 (8.6% Day 2).
  • Quick response allowed the call center to connect with more urgent leads (28% looking within 30 days).
  • Following a consistent process for follow up with call outs & email nurturing for 30 days creates opportunity.
  • Although 75% of tours were scheduled in the first 7 days, 131 tours were booked Days 8- 30.

Senior Living Leads: Show Me The Money!

The communities who had the call center support grew their occupancy by 52 units in the six-month pilot. The communities that managed their own leads lost 28 Units of ADU.  This translated into over $3.5 million dollars in estimated revenue for the call center cohort based on an 18-month length of stay – even after paying the call center expenses.

Which Internet Lead Model Produced the Best Results?

The best results are always generated from organic senior living leads. Prospects who visit your website are not only interested in senior living, they are also interested in your community. The lowest cost to lead, tour and move-in and the highest conversions are from organic leads.  This is why investing in SEO and live chat on your website is a great investment.

Pay-per-move-in models performed significantly better than either subscription or pay-per-lead.  A Place For Mom produced the very best conversion rates across the board.  The cost per move-in ranged from a low of about $3700 to a high of over $11,000 so it is important to choose wisely!

Need help getting the most out of your community’s senior living leads? Let’s Chat!

senior living marketing

6 Components of a Successful Senior Living Social Media Strategy

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Using Social Media to Create a Fully Integrated Growth Strategy

For growth-oriented senior living communities and health-related organizations today, a sound social media strategy should be an integral part of the total marketing program. Your community events and outreach activities should now be viewed in the context of how they fit into your overall social media strategy. They represent an ideal opportunity for positive social interaction with the surrounding community. Social media becomes a vehicle that can take virtually anything positive that is happening and turn it into a valuable marketing opportunity. Social media, which is increasing in usage and popularity every day, becomes a way to supercharge and magnify your marketing efforts.

The overarching goal for senior living organizations today is to become the recognized “go-to” resource for all things related to senior care and senior lifestyles. This involves a strategic shift from an “advertising/event mindset” to becoming a valuable and valued educational resource for your community. Ultimately, your social media strategy is not just about getting your name in the marketplace, it is about getting prospects to visit your community and to choose your community as the best option over competing communities or remaining in the home.

Specific Goals that Support Your Senior Living Community’s Growth

Sage Age works with our client-partners to develop a comprehensive marketing strategy that includes social media as a vehicle to accomplish the following key goals:

  • Building Credibility – Even if never spoken, families have two questions: Will mom or dad be safe here? Will mom or dad be happier here above all other options? When social media is effectively implemented, it will build credibility, trust, and confidence – the keys to the “purchase decision.”
  • Storytelling – Storytelling is the oldest and most effective form of marketing that exists. It grabs the heart, builds credibility and is most powerful when it is a resident or their family member that is telling the story. Social media is the only effective way to tell fresh stories to a large audience.
  • Crowd Sourcing – This is a business term for “viral marketing.” If you tell compelling stories and provide useful information, the crowd will tell your story for you. They will pass the stories on to their families and friends, to people you might never be able to reach directly through traditional marketing approaches.
  • Content Marketing – For most communities, finding time to write, knowing what to write, and actually writing it effectively is often a significant challenge. Yet creating valuable content on a consistent basis is a powerful way for you to stay personally connected with your prospects, your family members, and your referral sources. Sage Age excels at creating relevant, compelling and engaging content that will garner your customer’s interest, attention, and response.
  • E-mail — E-mail is the tool that supports and reinforces the above tasks. It is how you get the word out.
  • Assessment – Finally, it is essential to continually assess the effectiveness of your efforts and to make minor adjustments or radical changes based on the findings.

Does your senior living community have a social media strategy? Let’s Chat!

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value proposition

Senior Living Marketing Strategy: Creating Your Value Proposition

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When it comes to devising a killer senior living marketing strategy, we need a new shtick.  I’m tired of listening to recorded calls and mystery shops and hearing the same things: We have the best people. You’re going to love the food. We’re resident-focused.

If every senior living community is saying the same thing, then what’s the point? How can you possibly differentiate? To stand out, you and your team need to agree on your community’s value proposition.

How do you go about creating one?

Well, when was the last time you spent time with your team to honestly discuss your senior living marketing strategy? Have you recently looked at your place in the market, your differentiators . . . and then figured out a story that conveys those things? Remember, people are more engaged with stories than information. Finding time to brainstorm can be a great team-building exercise. It will also help get everyone up to speed with what your community’s value proposition is. (And how to communicate it.)

Senior living marketing strategy: Start with a thorough competitive analysis.

This involves going on a tour of each competitor and acting as the prospect. Ask all the questions that prospects ask you to see how the community sales person answers them. How are they are positioning their community? Do they explain their pricing, levels of care, amenities, lifestyle, memory care program, etc.?  Pick up a full marketing packet to see how your community’s presentation compares. Make notes of your impressions right away while the experience is fresh in your mind.

Senior living marketing strategy: Do a SWOT with the team.

Schedule an hour or two to strategize as a team about your community’s strengths, weaknesses, opportunities, and threats (SWOT).  You can go online to get an outline, training, and tools on how to do a SWOT. But for now, here is a quick overview.

Strengths & weaknesses refer to internal aspects of the community

  • Demographics, location – close to cultural, community & healthcare resources, on a main road, easy to find? What are the characteristics of your current residents and families? Why did they choose your community?
  • Physical plant – first impressions, age & condition of interior & exterior, updates needed, does the model apartment Wow? Size of community, apartment mix, etc.
  • Amenities – dining, activities, transportation, recreation, social, spiritual, intellectual activities, pool, spa, etc.
  • Care – survey results, memory care program, levels of care available, niche programs, acuity management, training, technology
  • Team – stability, experience, turnover, leadership, culture, mission, values, etc
  • Other – reputation, ownership, customer service, friendliness, family engagement, history of community (who built it & why?)
  • Price/value – drill down into competitive analysis

Opportunities & threats refer to external aspects of the community

  • Marketplace Changes – new communities in development, competitors adding on units or products (i.e. memory care), hospital closing, businesses coming or going?
  • Competitors – running specials, renovating, creating niche programs, have an ACO relationship with the local hospital that could reduce your referrals? Changes in leadership/ turnover/ stability?  Acquisitions?
  • People Changes – have key referral sources moved, are there new relationships that have to be nurtured, are there new docs in town, new homecare companies?
  • Regulatory/Economic – Did the state create a grant program to encourage homecare?  Is the hospital forming an ACO?  Are there new state regulations that may affect you?

When the SWOT is completed, your team will be able to identify unique characteristics that will create your “better and different story.” In other words, your value proposition. So, when someone asks why they should select your community, you have your answer at the ready.

Here’s an example: “We’re locally owned, and we do business with our friends and neighbors. Our owner built this community because he wanted his mother to have a lovely place to live. And she lived here for six years until age 92! Our owner is here every week to speak with our team, the residents, and their families. And because we don’t own hundreds of communities, we can make sure that this community runs well. Our residents develop strong bonds with our staff. We have very low turnover! Our staff has worked here an average of 5 years. We got a perfect score on our most recent state survey and a 92% satisfaction score from residents and families.”

Now THAT’S a story, right? And certainly much more compelling than “We have the best people and great food.”

Need help with your senior living marketing strategy?

You’ve come to the right place. We have deep expertise in senior living and marketing. Set up a complimentary brainstorming session today.

reputation management

Strategies for Better Senior Living Reputation Management

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Why is senior living reputation management so important? Well, let’s face it: people rely on online reviews more now than ever before. So, what people say about your community MATTERS (regardless whether you agree with their assessment or not).

Consider the following stats:

And that’s just the tip of a very large iceberg when it comes to stats about consumers and online reviews.

This shouldn’t surprise any of us senior living marketers. After all, we’re consumers, too. We seek out reviews (and judge businesses accordingly) just like everyone else.
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Labels Are for Jars Not for People

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elderly people are not jarsEver since we entered this world we have been labeled. Newborn. Cute. Colicy. Chubby. Then as we grew our labels grew along with us. Fast, small, smart, tall. Rich, poor, weird or a bore. And we labeled others because there is a natural tendency to put people that we meet in categories.  The further we travelled in life the more the labels – mother, sister, wife, doctor, nurse, shy, lazy, etc. These labels become stereotypes – and these become judgements and biases.

The word label refers to the paper or identifying marks on a jar that tells you something about what’s inside the jar. Based on that label you make assumptions and judgements for what is inside that jar.

lI’s ok to put a description on a jar so you know what’s inside , but it’s not okay to judge people by attaching a label, or description to them, such as “nerd,” “jock,” or “burnout.” Sometime labeling is very useful. It would be impossible to catalogue the information we process during our lives without the aid of labels like “friendly,” “deceitful,” “tasty,” and “dangerous.” But many labels can be harmful, even to the point of limiting people’s abilities just based on assumptions we make from that label.

We need to be very careful in how we label our residents. In a Focus Group that I was a part of we asked seniors who were in “independent living cottages” on a IL/AL campus what was the biggest struggle for them day to day. The top answer was meals. They often found it difficult to make 3 nutritious and tasty meals a day. They were asked why they didn’t go over to the “assisted living” dining room which they could access for free as part of their monthly fees. The overwhelming answer was “I don’t want to be with those people. They are in assisted living! They can’t carry on a conversation and are boring.” I looked around the room at the walkers, wheelchairs, oxygen tanks and other than where they lived on the campus would not have thought of this group as independent. But they would rather eat peanut butter and jelly sandwiches for dinner than be labeled as “assisted”.  We talked with the participants of the focus group about being labeled – and they did not like it at all. But if they had to be labeled – it was going to be independent!

There is definitely a stereotype and bias for residents in “assisted living” from other residents, staff and healthcare professionals. There are many stereotypes that come with just getting old – can’t drive, slow, doesn’t like change, can’t understand technology. Everyday we meet seniors who are breaking those stereotypes.

No one likes a negative label. I challenge the industry to be person-centered when meeting a new resident and look forward to a time when we don’t put labels on our residents that may negatively impact their independence and fulfillment.

Waiting For Your Pitch – Swinging in Your Sales Strike Zone

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T

onight I am watching the World Series and watching the psychological battle between pitchers and hitters.  The pitcher’s goal is to avoid throwing anything over the plate while convincing the batter that every pitch will eventually rise, sink, curve or break into the strike zone. The batters instinctively want to rip every pitch and the balls coming at them look like cantaloupes with seams right up until the last moment of commitment. Getting on base ultimately depends on having the patience to wait for the right pitch in the strike zone and then making contact. It takes a keen eye to discern balls posing as strikes and actual hittable pitches.

This analogy is equally relevant in describing the sales process in senior living. The key in being a top closer is the ability to separate Prospect from Suspects early in the sales process before you spend a lot of energy swinging at an opportunity outside of the strike zone. Every community has a unique strike zone comprised of key demographics, strengths and unique differentiators. The strike zone may be comprised of geographical, educational, ethnic, religious, clinical, cultural, recreational or desirable amenities that attract your unique buyer persona. Your strike zone is also defined by basic sales realities such as the match of the buyers wants/ needs and your solutions, the access to key decision makers, financial qualification, the ability to manage the acuity and availability of the desired apartment type and location. Top Closers focus their energy on the prospects who fall within their strike zone.

There is a difference between the lead who is an unrelated friend of someone who is considering moving into the area from out of state with high care needs and limited financial information and the lead who lives up the street who attends the church/ synagogue/ mosque across the street, with a daughter and grandchildren in the neighborhood who was referred by a very happy family, is going to be released from rehab in less than two weeks and does not want to go home alone. All leads deserve empathy, information, and a helpful interaction to offer support and resources. Those in the strike zone need a focused, personalized plan with consistent follow up and a roadmap leading them to your doorstep.  The reality is that not every lead is equal and Closers spend their time with those with the highest conversion opportunities. This is about prioritizing – not permission to avoid lead follow up! Leads that may not start off in your strike zone, can become strike zone leads with nurturing and creative follow up.

Ok sales team, it’s the Bottom of the 9th (the last week of the month!) and you need to score another move-in so take a look at your Hot Leads and prioritize those within your strike zone. Look for those with strong referral sources (professional, friend & family, grass-roots community, & referral agency leads) and those with an imposed urgency (imminent discharge date, break in support system such as private duty/ home care/ family care) and those who would respond to a short-term incentive.  Keep your eye on the ball and when you are ready, swing for the fences – there is still time to get one more on the scoreboard this month!