Chris Zook headshot

Senior Living Marketing Perspectives: Mastering Google Ads to Boost Senior Living Lead Quality

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Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard, co-founder of Senior Living SMART, is joined by Chris Zook, Director of Search at Senior Living SMART, for an in-depth discussion on mastering Google Ads for lead quality in the senior living industry. They explore how communities can use innovative search strategies like Performance Max campaigns to reduce dependence on third-party lead generators, improve lead quality, and effectively manage ad budgets to stay competitive in the market.

Topics Discussed and Key Points: 

  • Understanding Google Ads Strategy: Learn the ins and outs of Google Ads, from search campaigns to Performance Max, and how to apply these tools specifically for senior living communities.
  • Optimizing for Senior Living Audiences: Discover how to target high-intent prospects, like adult children and potential residents, through search and display ads tailored to their needs.
  • Reducing Reliance on Lead Aggregators: Chris shares case studies and strategies that have helped senior living communities lower their dependence on third-party lead generators like A Place for Mom, freeing up budget for direct advertising efforts.
  • Navigating Google’s Special Categories: Understand how senior living communities can work around the unique challenges of Google Ads, such as restrictions from the Fair Housing Act and healthcare classifications.
  • Creative Budget Allocation: Learn how to make the most of your ad spend by balancing search ads, local SEO, and paid media, ensuring that every dollar drives qualified leads and supports occupancy goals.
  • Case Study Success: Hear how one client reduced their reliance on lead aggregators by 33% in less than a year by strategically shifting to Google Ads and improving lead quality.

Resources:

Doug DeMaio headshot

Senior Living Marketing Perspectives: Insights on Client Success and Marketing Strategies

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Episode Summary:

In this episode, Debbie Howard and Doug DeMaio, Director of Client Success at Senior Living SMART, discuss the parallels between marketing strategies for early childhood education and senior living communities. They explore how understanding and leveraging reporting metrics, crafting effective narratives, and strategic collaboration can enhance client relations and drive successful marketing outcomes. 

Topics Discussed and Key Points: 

  • Understanding Metrics and Reporting: Dive into the importance of tracking and interpreting metrics to gauge the effectiveness of marketing strategies. Learn how reporting can reveal insights and guide decision-making.Creating and Following a Narrative: Discover how building a compelling narrative around your community’s story can aid in understanding and communicating reporting metrics effectively.Strategic Collaboration: Explore the benefits of aligning marketing strategies with broader business goals through collaborative efforts. Understand how this can streamline operations and enhance overall marketing success.Marketing as a System: Learn to view marketing as an integrated system, where various elements work together harmoniously. This holistic approach ensures that every aspect of your marketing strategy supports the community’s goals and resonates with potential residents.

    Questions for the C-Suite: Gain insight into critical questions that the C-suite should ask to drive effective marketing and client success strategies, ensuring alignment between marketing efforts and organizational objectives.

Resources

Erin Thompson headshot

Senior Living Marketing Perspectives: The Executive Director’s Role in Sales

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Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard of Senior Living SMART and Erin Thompson of Aspire for More delve into the Executive Director’s pivotal role in the sales process. They discuss shifting from a sales to a service mindset, the importance of understanding resident needs throughout their journey, and how building trust and showcasing community strengths can enhance leadership and drive success.

Topics Discussed and Key Points: 

  • Understanding Success from the Prospect’s Perspective: Learn how to recognize and align with what success means to your prospects and current residents throughout their journey in the community.
  • Shifting from Sales to Service: Discover the fundamental shift needed from a traditional sales mindset to a service-focused approach, emphasizing that leadership and sales intersect through service within the community.
  • Being a Resource, Not a Sales Pitch: Explore how the Executive Director can act as a valuable resource, providing support and guidance rather than simply delivering a sales pitch.
  • The Importance of Last Impressions: Understand that how a resident or family member feels upon leaving the community is as crucial as their initial tour or move-in experience, and how this impacts the Net Promoter Score.
  • Building Trust with Prospects: Examine why the involvement of the Executive Director is essential in building trust and forming meaningful connections with prospects.
  • Showcasing Community Strengths: Learn how the Executive Director can effectively position the community by leveraging their deep knowledge of the community’s strengths and attributes.

Resources

Headshot of Michael Moye with WelcomeHome

Senior Living Marketing Perspectives: The Power of Outreach

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Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard of Senior Living SMART engages in a thoughtful conversation with Michael Moye, Senior Account Executive at WelcomeHome. The episode dives into the often overlooked but critical role of grassroots marketing and professional outreach in building and sustaining relationships within the senior living industry. Michael shares his experiences from the community level, emphasizing the importance of relationship-building and how it directly impacts occupancy rates and length of stay.

Topics Discussed and Key Points: 

  • Embracing Grassroots Marketing:  Michael and Debbie discuss the significance of grassroots marketing as a cost-effective and high-impact strategy. This method, often underestimated, requires time, creativity, and a genuine commitment to building relationships with local professionals.
  • Business-to-Business Mindset:  The conversation highlights the importance of shifting from a business-to-consumer approach to a business-to-business mindset. This shift allows community relations directors to foster meaningful connections with referral partners, ultimately driving greater success in resident placements.
  • The Value of Being Present: Michael shares his experiences from his days at the community level, where being physically present and actively engaging with local professionals led to increased referrals and stabilized occupancy. He emphasizes the need for sales teams to step out of their comfort zones and meet potential referral partners face-to-face.
  • Building Trust Through Outreach: Trust is a recurring theme in this episode, with both Debbie and Michael stressing its importance in the referral process. They explore how consistent and genuine outreach efforts can build trust with referral partners, leading to long-term relationships that benefit both parties.
  • Strategic Planning and Execution: Debbie and Michael discuss the importance of having a strategic plan for outreach while also being flexible and adaptable. They share practical tips on how to efficiently manage time and resources to maximize the impact of outreach efforts.
  • The Role of Regional Directors in Outreach:  The episode highlights the role regional directors can play in supporting community relations directors in their outreach efforts. By modeling effective outreach techniques and accompanying CRDs on visits, regional directors can help foster a culture of proactive relationship-building within their teams.

Resources:

Kerri-Anne Pendergast headshot.

Senior Living Marketing Perspectives: Social Media Marketing

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Episode Summary:

In this episode, Debbie Howard talks with Kerri-Anne Pendergast, Director of Social Marketing at Senior Living SMART, about the evolving landscape of social media marketing in the senior living industry. They discuss best practices, the importance of storytelling, the impact of social media on local search, and the role of AI in content planning. 

Topics Discussed and Key Points: 

  • Social Media Guide: Senior Living Smart has published an updated version of its social media guide, which emphasizes best practices for posting, content mix, and the significance of behind-the-scenes content in senior living communities.
  • Social Media for Advocacy, Engagement, and Trust: Social media plays a crucial role in building trust and engaging the audience, particularly in the senior living industry.
  • Importance of Storytelling: Moving away from cookie-cutter strategies to storytelling helps in showcasing the unique personalities and vibrant lifestyles of senior living communities.
  • Impact on Local Search: Social media, reviews, and Google Business Profiles are the trifecta for improving local search rankings and visibility for senior living communities.
  • The Role of AI: AI can assist in content planning and brainstorming, helping to streamline social media strategies without compromising originality.
  • Trends to Watch: Video content, storytelling, and increased marketing spend are key trends shaping the future of social media marketing in senior living.

Kerri-Anne’s Bio:

Kerri-Anne started as an intern for SLS in 2020 and now is the company’s Director of Social Media Marketing. With a passion for storytelling, Kerri-Anne helps convey the community’s voices and show their lifestyle and culture through their online presence. She holds responsibility for developing a high-level digital strategy on social platforms including events, content, and more to drive traffic and convert prospects into move-ins in the senior living space through organic campaigns.

Kerri-Anne also manages clients’ reputation management and local SEO. This includes things like citation management, review generation campaigns, and Google Business Profile audits and optimizations. Based in Boston, Kerri-Anne enjoys the four seasons by golfing, going to the beach, exploring the city, and skiing.

– Transcript 

– Book a call with Kerri-Anne 

– Senior Living SMART’s Social Media Guide and Infographics 

– Connect with Kerri-Anne Pendergast on LinkedIn 

Jamison Gosselin

Senior Living Marketing Perspectives: Consumer Perceptions of the Buyer Journey

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Episode Summary:

In this episode of “Senior Living Marketing Perspectives,” host Debbie Howard from Senior Living Smart welcomes Jamison Gosselin, a 20-year senior living industry expert. First, Debbie and Jamison dive into SMASH survey findings about consumer perceptions of the buyer journey. Next, they continue on the topic by looking at what’s working in the industry, and what needs improvement. Then, the two shift the conversation to talk about social media and review sites and managing the promotional mix. Finally, they wrap up the podcast by touching on resident, employee, and professional experiences in the industry, as well as expanding the role of the marketing professional.

Topics Discussed and Key Points: 

  • Findings from the SMASH about consumer perceptions of the buyer journey in senior living
  • What’s working and what’s not working in the industry
  • Social Media vs. Review Sites
  • Managing the Promotional Mix
  • Experiences – Employee and Resident Satisfaction, Professionals, Advocacy, and Loyalty
  • Expanding the marketing professionals’ role in senior living organizations — e.g. the Marketing Mix

Jamison’s Bio:

Jamison Gosselin has served in and around the senior living business for more than 20 years in a variety of marketing, communications, and operations roles. Today, he works as an executive-level marketing strategist with B2C and B2B companies focused on seniors housing and multifamily assets.

Prior to his consulting work, Jamison developed business strategies and oversaw the execution of marketing, sales support, and communications in a variety of executive-level roles at leading companies. These companies include Sunrise Senior Living, Holiday Retirement, and Eclipse Senior Living. He also led marketing and communications at Argentum, a senior living trade association, and managed the senior living vertical business at G5, a digital marketing agency and SaaS company. Jamison got his career started at global telecommunications firm MCI (now part of Verizon) as a political action manager and later as a public relations manager at its headquarters in Washington DC.

Jamison has an MBA from George Mason University in Fairfax, Virginia, and a BA in Political Science from The American University in Washington, DC. He also has a variety of marketing credentials from Duke University, George Washington University, and the Content Marketing Institute.

Connect with Jamison on LinkedIn

Transcript

Nancy Harhut

Senior Living Marketing Perspectives: Behavioral Science in Marketing

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Episode Summary:

In this episode of “Senior Living Marketing Perspectives,” host Debbie Howard from Senior Living Smart welcomes Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing. First, Debbie and Nancy dive into the connection between behavioral science and marketing, specifically in the senior living industry. Next, they explore the unique challenges that marketers face with customers and how using principles from behavioral science can be a solution. Finally, Debbie and Nancy discuss Nancy’s book, “Using Behavioral Science in Marketing” with some key takeaways that all marketers should consider.

Topics Discussed and Key Points: 

  • What is behavioral science and why should marketers be interested in it?
  • Is it hard to add behavioral science to marketing campaigns?
  • Examples of behavioral science principles, and how marketers might use them.
  • Testing different behavioral science tactics in marketing strategies.
  • Behavioral science may seem counterintuitive to some marketers – examples and reasons to embrace it.
  • Takeaways from Nancy’s book, “Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses”

Nancy’s Bio:

Getting people to take action is what Nancy is all about. Her specialty is blending best-of-breed creativity with behavioral science to prompt response.

She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Blocks’ most successful campaigns.

Recognized for her work in B2C, B2B, and nonprofit, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. A frequent speaker at marketing conferences, she’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, Dubai, and all over the US, including several return engagements at SXSW.

Prior to co-founding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks. Kogan Page recently published her first book, Using Behavioral Science in Marketing, Drive Customer Action and Loyalty by Prompting Instinctive Responses.

Connect with Nancy: 

Transcript

Maureen Longoria

Senior Living Marketing Perspectives: Relocating to Senior Living with Maureen Longoria

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Episode Summary:

In this episode of “Senior Living Marketing Perspectives,” host Debbie Howard from Senior Living Smart welcomes Maureen Longoria, Co-Founder of LivNow Relocation. Together, they dive into the complex process of relocating to senior living communities and discuss how Maureen’s company assists both older adults and their adult children during this emotionally charged transition. They explore the unique challenges and best practices involved in senior relocation, shedding light on how communities can integrate these services into their marketing strategy to enhance their offerings. 

Topics Discussed and Key Points: 

  • Maureen shares her entrepreneurial journey, highlighting her passion for building services that meet unmet market needs. 
  • The unique aspects of senior relocation, including downsizing, emotions, and local moves, that attracted Maureen to this industry. 
  • Maureen explains the dual customer approach, addressing the needs of both older adults and their adult children. 
  • The importance of validating and addressing the concerns of older adults moving into senior living communities. 
  • Discussion on how LivNow Relocation helps break down barriers and accelerate the relocation process for older adults and their adult children. 
  • The value of pre-vetted and qualified moving professionals and other service providers. 
  • Debbie and Maureen discuss strategies for integrating senior relocation services into a comprehensive marketing strategy. 
  • Maureen discusses the variations in relocation processes between life plan communities and rental senior living communities. 
  • Challenges related to timing, selling homes, and the perception of space. 
  • Addressing emotional barriers, such as downsizing and leaving a familiar home, and how senior living communities can assist prospects. 
  • The trade-off of a better lifestyle and socialization in senior living communities.

Connect with Maureen: 

Transcript

Sara Nay with Spark Lab Consulting & Duct Tape marketing

Senior Living Marketing Perspectives: Driving Predictable Growth Through Marketing Systems with Sara Nay

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Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard interviews Sara Nay, the Chief Operating Officer of Duct Tape Marketing and the founder of Spark Lab Consulting. They discuss the significance of having a comprehensive marketing system and its role in driving predictable growth for businesses. Sara emphasizes the importance of aligning marketing and operations, sharing strategies to enhance the customer journey, retaining clients, and turning them into advocates. They also explore the critical role of metrics in assessing marketing success and the value of focusing on clients’ needs and experiences. Sara’s insights provide valuable guidance for businesses looking to improve their marketing strategies and operations.

Topics Discussed and Key Points: 

  1. Introduction to Duct Tape Marketing and Spark Lab Consulting
    • Duct Tape Marketing: A strategic marketing agency with over 25 years of experience.
    • Spark Lab Consulting: Focused on operations and systems consulting.
    • Sara’s journey from an intern to COO at Duct Tape Marketing.
  2. The Marketing System vs. Marketing Plan
    • Comprehensive nature of a marketing system, including strategy, implementation, and metrics.
    • Aligning marketing efforts with a well-defined strategy for consistent messaging.
  3. The Marketing Hourglass
    • Understanding the marketing hourglass as a framework for guiding prospects through stages of “know, like, trust, try, buy, repeat, and refer.”
    • Importance of consistency across brand messaging and channels.
  4. Creating Emotional Connections
    • Balancing education with storytelling and emotional connection in marketing.
    • The role of emotional connection in senior living marketing.
  5. Aligning with Prospects and Post-Close Marketing
    • Aligning with prospects on their journey rather than pushing the brand.
    • The significance of post-close marketing in retaining clients and generating referrals.
  6. Incorporating Fulfillment into Marketing Strategy
    • Integrating fulfillment and operations into marketing strategies to ensure a consistent and positive client experience.
    • Delivering on brand promises through excellent client service.
  7. Budgeting and Strategy
    • The importance of setting aside time for strategic budgeting and avoiding the chase for shiny objects in marketing.
    • Focusing on clients and the channels they use for wise marketing decisions.

Connect with Sara Nay:

Transcript

Scott McCorvie with Generational Movement

Senior Living Marketing Perspectives: Elevating the Senior Living Industry

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Episode Summary:

In this episode, host Debbie Howard engages in a conversation with Scott McCorvie, founder of Generational Movement, about his mission to improve lives in the senior living industry. First, Scott shares his passion for providing purpose and improvement strategies for seniors and his desire to create a global impact through his company. Then, he discusses his podcast, “The Inner Circle of Senior Living,” and how it focuses on connecting with the baby boomer generation. Finally, Scott emphasizes the importance of caring, communication, and connection in the senior living industry, forming the basis for his movement to elevate and enhance the industry. 

Topics Discussed and Key Points: 

  • Scott McCorvie launched Generational Movement, a multimedia content platform, driven by his mission to elevate lives in the senior living industry.  
  • First, he shares improvement strategies and tips globally through his podcast, “The Inner Circle of Senior Living”. 
  • Scott emphasizes the importance of connection, communication, and providing purpose in senior living. 
  • Next, Scott discusses the challenges faced by the senior living industry, such as recovering from the impacts of COVID-19, occupancy challenges, and economic factors.
  • Scott remains optimistic about the industry’s future due to the need for human connection and engagement. 
  • The conversation touches on implementing smart marketing strategies to drive growth and attract residents. 
  • Then, Debbie highlights the importance of creating a sense of belonging and emotional connection through personalized marketing campaigns. 
  • Scott and Debbie discuss the balance between older and newer senior living communities and the opportunities for updating older ones to meet today’s standards. 
  • Later, they explore the similarities between senior living and the hospitality industry
  • The conversation touches on the potential benefits and challenges of establishing national senior living brands. 
  • Scott emphasizes the need for senior living providers to focus on market-specific decision-making. 
  • Finally, the episode concludes with a discussion on the prospect journey and the importance of addressing the “whether, where, and when” stages to effectively engage potential residents. 

Resources Mentioned: