Hands dropping different currencies in multiple baskets, concept of diversifying advertising budget

3 Tips for Better Senior Living Advertising Campaigns

Want to create better senior living advertising campaigns—ones that entice people to click, call, or visit? Here are three tips to keep in mind.

1. Don’t put all your eggs in the same advertising basket.

If you were advertising to, say, twenty-somethings, you’d likely focus most of your advertising efforts online. With older adults, however, you need to spread your advertising dollars across different media—print, radio, direct mail, pay-per-click, and remarketing.

This isn’t surprising, considering the demographic. After all, older adults grew up reading the daily paper and listening to the radio, habits that continue even in this hi-tech age.

  • According to Statista, 23% of adults aged 60 or older read a print newspaper daily, 13% read the paper several days a week, and 18% once a week.
  • According to Statista, older generations are more inclined to listen to the radio regularly.

At the same time, however, older adults are also embracing technology and spending more time online. Consider the following stats:

  • In 2000, 14% of those aged 65 and older were internet users; now 73% are. [Source: Pew Research Center]
  • 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 are almost as likely as Millennials to own a tablet. [Source: Marketing Charts]
  • 68% of Boomers own a smartphone. [Source: Pew Research Center]

So, how should you allocate your advertising budget?

This will depend on a variety of factors. Recent past success is often a good indicator of future success, so you can start by evaluating what has worked best in the recent past (within the last year or two).

For example, if the best ROI has historically come from running spots on your local country radio station, it probably makes sense to allocate a chunk of your budget to a new radio campaign.

But even as you rely on “tried and true” methods, you should continue to experiment with pay-per-click and remarketing ads. (The latter refers to ads that seemingly “follow” people around after they visit your site.)

And you should avoid dismissing an ad vehicle—especially a digital one—simply because it didn’t work in the past. For example, just because Facebook advertising didn’t work well for your community eight years ago, that doesn’t mean it won’t work today. Quite the opposite, in fact. As more Boomers spend time on Facebook, chances are good that Facebook ads will work better now than they did a decade ago.

2. Measure, measure, measure.

The biggest mistake that senior living communities make is that they spend all this money on advertising, but they haven’t built in ways to measure success. Talk about a waste of valuable marketing budget!

Make sure you’re following best practices when it comes to measuring an ad campaign’s effectiveness:

  • For online ads, make sure tracking URLs are set up. Tracking URLs will help you see which online ads are delivering the most traffic and conversions.
  • For any print or radio ads, make sure you include ad-specific phone numbers and/or website addresses. For example, for all the radio ads you run on that country station, you’d use a specific phone number that you only include in those ads. Ditto website URLs. (Companies like CallRail can help with this.)
  • Make sure your website’s backend provides the insight and visibility you need. Ideally, you’ll want to have some sort of “traffic resources” option available in your marketing automation software that easily breaks down the traffic referral sources.
  • Make sure staff always asks the question “How did you hear about us?” And make sure you have a central repository for recording this info.

Allow the metrics to inform your ad-buying decisions.

Complacency can easily take over when it comes to advertising. Not to mention, you might have long-term relationships with sales reps, newspapers, radio stations, and so forth. Still, you need to make decisions based on real data, not relationships.

For example, if you’ve been running radio ads for years on the country station, but the ads are no longer delivering results, ask questions. What’s changed? Is the copy stale? Do you need to adjust the flight schedule/time of day the spots run? Has something changed with the station’s demographics? (Maybe the country station has tweaked its format to a more contemporary feel, rather than classic country tunes. As such, it’s skewing younger.)

Yes, you should resist dumping something the minute it stops working. But be open to moving on if the metrics are indeed telling you something is no longer delivering ROI despite tweaks and fixes. And make sure you’re paying attention to the right metrics. A boatload of website traffic can feel good. But unless that anonymous web traffic is converting into leads and those leads into tours and move-ins, what’s the point?

3. When it comes to the ad’s content, be human.

You’re selling a very personal experience to older adults—the next chapter of their lives. (And, for many, the final chapter of their lives.) This is a BIG deal. Listing a bunch of amenities isn’t going to make your community memorable.

So, what can you do to create personal content? Tell stories. Humans love hearing stories. Stories help us experience another world and another life, which is precisely what you want your ads to do—to help the reader or listener picture themselves living in your community.

For example, imagine coming across this blurb in a nicely designed print piece and/or direct mailer:

Meet Margot Benoit. Margot is 87 years old. She worked as a nurse for thirty years, raised a family of four, and is a proud grandmother to six. Margot loves extra dry martinis, knitting, yoga, collecting lighthouses, and watching The Crown on Netflix. She’s been residing in Maple Grove since 2018 and loves playing bridge with her neighbors, going out for cocktails in our pub, and organizing day trips to New York City with all the friends she’s made in our community.

Margot calls Maple Grove home. You could, too.

Ready to stop by, meet Margot, and learn more about us?

www.MapleGroveCommunities.com/meet-margot

Stories can involve residents, but also staff—your head chef, your groundskeepers, the facilities manager, etc. You could also highlight adult children who helped get Mom or Dad into the community. And the stories could serve as themes. The Margot “story” could work as a print ad and direct mailer. But you could also have Margot voice the radio spot and be part of a video ad that you run on Facebook.


Four Strategies to Optimize Websites for Improved Conversions

A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

Computer sending automated emails all day to help sales and marketing teams follow up with leads and schedule appointments and phone calls and meetings

Senior Living Leads: Auto Responders vs. Lead Nurturing

Sometimes it makes sense to take a step back and define terms we use a lot, especially when it comes a complex topic like senior living leads. So let’s discuss two terms you’ll likely encounter: auto responders vs. lead nurturing.

What are auto responders?

An auto responder is exactly as it sounds. It’s an automated response, typically in the form of an email, that’s generated after someone takes an action on your senior living website.

For example, after someone fills out a website form, best practices suggest that you direct the person to a thank-you web page AND that you send an automatically generated email. The benefits are two-fold. First, the thank-you page and email reassure the person their form successfully went through. Second, the thank-you page and email provide an opportunity to serve up additional content the person might find interesting.

The reason you should do BOTH the thank-you page and auto-responder email is because the email gives the person something tangible to refer to. The thank-you page will “disappear” once someone navigates away from it.

BENEFITS: Auto responders are an effective way to personalize the experience for your senior living leads and to continue engaging with them.

What is lead nurturing?

Lead nurturing involves sending a series of emails to senior living leads who are not ready to “buy” right now. The goal? To continue engaging with them until they are ready.

Again, everything is automated thanks to your senior living software. Over time—days, weeks, even months—the person will receive a set of emails. The emails will engage and “push” the lead further along the sales funnel until they are ready to make a decision. At this point, sales would take over.

The types of lead nurturing emails that you send—the content, the frequency, how many overall—will be something that marketing and sales will (ideally) figure out together based on lead scoring and lead attributes (e.g., persona and decision timeframe).

Not all leads will enter a lead nurturing program. Leads that your marketing automation indicates as sales-ready/sales-qualified will go to sales for direct follow up.

BENEFITS: Lead nurturing will help your community stay in front of prospects who aren’t ready to buy right now, but who might be ready in the future. The content can help persuade people that your community is the best fit for their specific needs.

How auto responders and lead nurturing affect senior living leads

This isn’t an “either or” situation. You should use auto responders and lead nurturing in your ongoing marketing efforts. So, for example, after someone downloads a piece of content from your site, they will be redirected to a thank-you page and they will receive an auto responder email. Both things happen IMMEDIATELY after the person hits “submit” on the form.

If your marketing automation software identifies the lead as sales-qualified, the lead will go to sales for direct follow up. If the software labels the lead as marketing-qualified, the person will enter an appropriate lead nurturing workflow to engage them further.

The right senior living software is critical for lead scoring and lead nurturing.

If you need help choosing the right senior living software and setting it up correctly, give us a shout! We live and breathe marketing automation for senior living communities.

Sales and marketing professionals getting to know their leads better through information collected from website forms and social media input and other internet activity

Senior Living Leads: How to Gain Deeper Insights

Your website is bringing in senior living leads. Congrats! Now what? Enticing anonymous site visitors to give up their information is only the first step. Now, you must learn how to quickly gain insights into the website leads so that your marketing and sales teams know what to do next.

The following three tactics will help you effectively manage your senior living leads.

Keep in mind that you must have good marketing automation software to do any of these tactics. In fact, if you had to do any of these things manually, it would be impossible to keep up.

Tactic #1: Implement progressive profiling on website forms.

For the sake of this exercise, let’s assume your community website has multiple gated “offers.” By “offers,” we’re referring to guides, ebooks, checklists, and the like—information people seek when evaluating communities and senior living in general.

“Gating” means that the offer is behind a form. In other words, the website visitor fills out the form to access the content. Oftentimes, people will download several items during one visit. Or they might return in subsequent days/weeks and download more info. Each time they do so, they fill out another website form. This is where progressive profiling comes in.

Simply put, progressive profiling helps you get more information about the person every time they fill out a new form on your site. On the first website form someone fills out, you’ll capture the essentials like first name, last name, phone, email, and timeframe for making a decision.

When you set up progressive profiling thanks to good marketing automation software, the prospect can bypass most of these questions when they fill out subsequent forms. Why? Because the system will recognize the person (thanks to the magic of website cookies).

So, instead, you can ask the prospect other relevant questions that can help you market and sell to them better. For example, perhaps you ask the person about their hobbies and interests. The person’s new answers will automatically sync with their contact record in the system’s backend (as well as your senior living CRM if you’ve integrated the two). Now, marketing and sales have even deeper insights into the lead.

BENEFITS: Progressive profiling provides deeper insights that will allow your marketing and sales teams to create more relevant follow-up communications. For example, if the lead says they love traveling and going on day trips, your team can highlight any programs or amenities that speak specifically to this interest.

Tactic #2: Give your senior living leads a score.

With good marketing automation software, you can teach it how to score your senior living leads appropriately.

At its simplest, lead scoring allows you to automatically label those leads that are ready for a specific action. In most cases, we’re referring to the sales hand-off. You can teach your marketing automation software how to identify a high-value lead for sales to follow up on immediately.

Your marketing and sales teams would determine the criteria that would go into scoring a high-value lead. The criteria will likely include things like:

  • Specific content the lead downloaded
  • Engagement with lead nurturing emails (what did they open, what did they click on)
  • The amount of time spent on the site
  • What the lead indicated regarding timing for making a decision

The above is an incomplete list. Your marketing and sales teams will determine the criteria based on experience with leads who’ve gone on to ultimately convert into move-ins. What do those leads have in common? That’s the stuff that will fuel your lead-scoring criteria. Leads that aren’t ready to go to sales will continue to be nurtured.

BENEFITS: With lead scoring, your sales team can put its focus on high-value leads that stand a good chance of converting rather than on leads that aren’t ready. Marketing, on the other hand, can continue to nurture not-ready leads with relevant follow-up emails that will help move them down the sales funnel.

If you want to take a deeper dive into lead scoring, check out HubSpot’s detailed instructions. Or better yet, have us set up lead scoring for you!

Tactic #3: Segment your website leads according to personas.

If you do nothing else, at least do this. Segmenting leads according to your will help your marketing and sales teams have more meaningful follow-up conversations.

For marketing, this means the follow-up lead nurturing emails will talk to that persona, specifically the concerns and challenges the persona faces. For sales, this means the conversations the rep has with the person will be based on persona attributes.

Reminder: When we say “persona,” we’re talking about the prospective buyer and/or person influencing the buying decision. For senior living, personas can be divided into two main groups: seniors shopping for themselves or an adult child researching on behalf of a parent or older adult in their lives (like an aunt or uncle).

Those are BROAD categories. You can (and should) break them down even more:

  • Adult daughter researching for her mother
  • Adult daughter researching for her father
  • Senior searching for options for herself
  • Senior searching for options for himself
  • Adult son researching for his mother
  • Adult son researching for his father
  • Senior couple looking for options

Keep in mind that the above list is just a start. It doesn’t cover all the scenarios.

Our point is simple: How you communicate with an adult son researching on behalf of his father should be different from the way you communicate with an adult daughter researching for her mother. How you communicate with a single eighty-five-year-old man will be different from a 70-year-old couple getting ready to retire.

BENEFITS: Marketing automation will once again save the day by automatically identifying the persona it should attribute the lead to—and what communications should be served up to the lead as a result. And yes, persona identification will likely be one of the factors that goes into determining the overall lead score.

Bottom line: How you manage your senior living leads matters!

You’ve invested a lot of time, energy, and money into getting leads from your website. Don’t let them just “sit there.” And don’t group all of them together in one bucket. We know this might sound overwhelming. But it doesn’t need to be. Especially when you work with a partner like Senior Living SMART. Give us a shout and let’s talk about scoring your senior living leads appropriately!

Stay In Touch cold and lost lead re-engagement program

Re-Engage Cold Senior Living Leads with Our Stay in Touch Program

When it comes to the senior living leads in your database, does any of this sound familiar?

  • You have a CRM filled with hundreds of leads that fizzled and went cold—and you don’t know what to do with them.
  • Your sales team has strategies for nurturing leads that come in now—but no strategies for nurturing leads that are eighteen, twelve, or even six months old.
  • You don’t have the people-power to manually call or email all your colds leads, yet you know that you’re missing out on good opportunities.

If you were nodding your head YES as you read through the above, you’re not alone. Your senior living CRM is likely home to many old/cold leads—leads that never received any follow up.

Why didn’t they receive any follow up?

Well, as you know, prospects inquire at various stages of readiness, but sales people can only work 10 – 12 active leads at a time, so they focus on leads closest to decision. Providers know this is a problem. But most don’t have a strategy for addressing it. So, what do they do? They just keep buying new leads.

This isn’t a SMART approach.

And that’s precisely why we created our “Stay in Touch” program-to help busy sales and marketing teams re-engage cold senior living leads through a SMART marketing automation solution.

All you have to do is provide the list of cold leads, and we take it from there. Sounds great, right?

Below are some FAQs about the program.

How does the Stay in Touch program help re-engage cold senior living leads?

We’ve already created a series of surveys, offers, and emails that have proven to re-engage colder senior living leads. This content will help score and segment the leads according to their level of interest.

  • Leads with good potential get served up to your sales team.
  • Cooler leads continue through the various lead nurturing paths until they’re closer to decision and ready to talk to sales.

Why should my community use the Stay in Touch program?

We’ve done the heavy lifting for you! We’ve thought through the messaging that will most likely resonate, the offers that will entice people to take action, and the branching “logic” for the workflows.

We customize all pieces according to your community’s branding guidelines, set up everything (from emails to landing pages), and schedule emails at a rate that makes sense. Once it’s set up, it works on its own. (That’s the power and beauty of marketing automation!)

What will my community “get” from the Stay in Touch program?

The benefits are many. You’ll get . . .

    • A turnkey solution to engage cold leads and turn some of them into warm and hot leads that convert into tours and move-ins
    • More accurate views of your sales pipeline
    • A cleaner, nimbler database/CRM
    • Buy-in from marketing and sales regarding marketing automation
    • And did we mention cold leads that actually CONVERT?

I want the Stay in Touch program. What should I do next?

Let’s set up a 30-minute brainstorming session. There’s no cost for this session (and no obligation, of course). It’s simply an opportunity for you to get to know us and for us to get to know more about your community (or communities) and how you manage your senior living leads. We can also walk you through how the various elements of the Stay in Touch program work.

Cool Grandma With Unique Fashion Sense and Dance Moves

Senior Living Sales Strategies: Why Personalization Matters

Today, we’re going to give you a simple, yet powerful tool to add to your senior living sales strategies: personalization.

When we say personalization, we mean exactly that: using a person’s first name, specifically in emails.

Why?

Well, as humans, we’re wired to respond positively when we hear and read our first names. It’s all about this concept called “implicit egotism.”

Marketers and advertisers for big companies already know this. It’s why you’ll often see your name in the subject lines of emails from your favorite brands. Subconsciously, we see our name, and our brains think “This was written for me.”

Of course, smart marketers don’t include names simply to stroke people’s egos. We do it because of the results: more opens and clicks. In fact, Campaign Monitor reports personalization increases open rates by 26%.

If you haven’t been using personalization in your prospect emails, it’s time to spruce up your senior living sales strategies with a little first-name magic.

Here’s how to add in personalization when communicating with your senior living leads:

Email subject lines

Good marketing automation software (and even email marketing software, like Mailchimp and Constant Contact) makes personalization super easy through the use of personalization tokens.

Typically, when you enter the text for your subject line, you’d enter a series of characters that would indicate to the software to automatically add the person’s first name.

For example, the string of characters might look something like this *|FNAME|*

Or some marketing automation software, like HubSpot, includes a button that says “Personalization” and you can choose how you want to personalize the subject line.

When you’re done, the subject line box of the email might look something like this:

*|FNAME|*, do you have questions about financing senior living?

When the email is sent, the marketing automation software will insert the person’s first name. So, this is what the person would see in her email inbox:

Mary, do you have questions about financing senior living?

Note: In order to personalize using a prospect’s first name, you need to make sure you’re GETTING this info on your online forms. This is why you should have separate FIRST NAME and LAST NAME fields on any online forms, rather than one generic NAME field.

Email body copy

With good automation software, you can do the same thing with your email copy and include the person’s first name.

A caveat: ONLY DO IT IF IT SOUNDS NATURAL.

So, for example, maybe you’ve just described what a lovely Saturday night might be like in your community, with wine on the patio, a scrumptious dinner, and then dancing in the pub. After the description, you might write:

Sounds great, doesn’t it, *|FNAME|*?

When the email is delivered to the recipient, they would see their name in the copy like this:

Sounds great, doesn’t it, Mary?

In the above example, the line sounds natural.

Don’t overdo it! We don’t recommend adding personalization more than one time in the body of the email. And again, ONLY do it if it sounds natural.

Need assistance adding personalization to the emails you deliver to your senior living leads?

 

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A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

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arrows pointing at center of target that represents senior living websites, research, social, newletters, affiliates, referral, marketing campaign

How to Get More Repeat Visitors to Your Senior Living Website

Most prospects visit a senior living website an average of seven to eight times before contacting someone from sales. So getting prospects to come back often throughout their journey is important.

How do you do this?

By giving them a reason to come back.

Here are five strategies for doing exactly that.

1. Lure them through compelling subscription-based content (like a blog or newsletter).

If you have a senior living blog, encourage people to subscribe so that they automatically get notified when a new post goes live. When it comes to newsletters, make sure the sign-up for your prospect-facing newsletter is available on every page of your site. The footer is a great location for this. Fill each newsletter with content that gets prospects to click back to the site—it could be a link to a blog post or piece of premium content or an alert about an event, like an open house.

2. Charm them on social media.

As senior living website visitors travel through your site, make it easy for them to follow your senior living community on social media. Include social media icons on every page of the site, ideally in the header and footer. Then, make sure you have a good social media strategy in place where you regularly post helpful, interesting, engaging content that inspires people to click through and/or to go back to your site on their own.

3. Convey targeted messages with lead nurturing campaigns.

Different from newsletters, lead nurturing emails are just that—a series of simple, short, text-based emails that speak to the prospect and where they are on their journey.

So an adult daughter searching various options for her aging mom might be in one series of lead nurturing emails. And the links in these emails will point to pages on the senior living site that will be most beneficial to her. Another set of emails might be for a husband looking for options for his spouse who needs memory care. You get the idea.

Each email should have a specific message based on where the person is in their buying journey. Someone in the research phase might be sent to blog posts to deepen their knowledge base, while someone who is farther down the so-called sales funnel might receive an email about floor plans.

Again, the goal is to get people to click back to the site and engage with your content even more.

4. Make them never lose sight of you, thanks to retargeting ads.

Have you ever been looking at a product online, and the next thing you know, you start seeing ads EVERYWHERE for the product? All over Facebook and other websites you visit, such as media sites?

This is by design, not chance. Known as retargeting, this type of advertising allows you to “follow” someone as they leave your site so that you can serve up ads enticing these folks to return to your site—or at the very least, these ads will hopefully keep your senior living community top of mind.

Note: retargeting ads are a great way to focus on anonymous senior living website visitors. So if someone comes to your site, but they don’t download any content, you might think you have no way of staying in front of them because you don’t have any info on them, like a name or email. Retargeting helps bridge this gap.

5. Surprise senior living website visitors with unexpected “old school” methods of engagement.

Radio or TV spots with big companies aren’t always within budget, but for smaller, local stations, you might get a budget-friendly ad buy and the target audience you’re looking for since many seniors still listen to the radio and watch TV. Same goes with print ads, since older demographics are big readers of physical publications like daily and weekly newspapers.

But how does this get people to come back to your website? Simple: Because you’ve included the website URL in all print and radio ads. You could even create special web pages so you can track activity from each promotion: www.YourCommunityName.com/radio.

We talk a lot about digital marketing and inbound marketing, and plenty of marketers will tell you to only focus on those methods. But we think there’s still a place for some old school methods (also known as outbound marketing).

Get Started NOW!

You can use a variety of ways to re-engage people and entice them back to your senior living community’s website. Getting started can be the toughest part, however.  WE CAN HELP.

Take advantage of our experience in the senior living trenches.

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A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.