Should I Be Using Threads for Marketing Senior Living

Should I Be Using Threads for Marketing in Senior Living?

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Threads, the latest app owned by Meta, was launched to the public on July 5th, 2023, and has already amassed an outstanding 100 million active users within just five days. What is Threads, and what do I need to know about it for senior living marketing?

Threads for marketing: what to know

Threads can be described as a modified version of Twitter. Like Twitter, Threads allows users to post threads, reply to others, and follow profiles they find interesting. Users can include short text (up to 500 characters), links, photos, videos, or a combination of these media types in their posts.

Mark Zuckerburg, Meta’s CEO, has made it incredibly simple to create an account, allowing it to be the fastest growing app in history. If you already have an Instagram account, creating a Threads account is an easy click of a button using the same login credentials.

Despite its rapid growth, Threads still lags Twitter in certain aspects. Unlike Twitter, users cannot modify their settings to view only Threads from the accounts they follow. Even if you don’t follow a particular account, you may still see its content if the Thread is popular enough. Meta did state that the functionality would be added in the future, but there is no estimated time frame.

Threads is exclusively available for mobile users. While you can read content on threads.net, creating threads is only possible through the mobile app. Additionally, there is currently no option to remove your Threads account without also removing your Instagram account. The two accounts are directly connected, so if you regret creating a Threads account, you’ll have to wait until this feature is addressed.

Unlike Twitter, Threads does not offer a tab to see trending topics or the ability to search for specific topics or posts. Although these limitations are likely to change as the app grows, for now, users will have to rely on scrolling through content. Furthermore, Threads is currently only available in certain countries such as the US, UK, Canada, Japan, but plans for expansion are likely underway.

Notably, Threads lack certain features popular on Twitter, such as the ability to direct message someone or utilize hashtags for social listening and trend tracking.

Why are people leaving Twitter?

Twitter experienced a significant loss of users when Elon Musk took over as CEO, with 1 million users (equivalent to the population of Delaware) leaving the platform in just one month. It is projected to lose 32 million users (about twice the population of New York) by 2024, many of whom are transitioning to Threads. People are leaving Twitter due to increased hate speech and technical problems associated with Musk’s tenure.

How do you use Threads?

Before Threads, there was no major competitor to challenge Twitter. Twitter is known for its virality, acting as a news source and enabling users to consume information in bite-sized portions. Although not primarily photo-based, Twitter allows users to attach various media like images, videos, and GIFs. If you are already familiar with Twitter, learning to use Threads will be a breeze since it shares a similar format of sharing thoughts, responding to others, and reading content.

How is data from your Instagram account used on Threads?

When using Threads, your Instagram account data is utilized, including:

  • Instagram login info
  • Instagram account ID
  • Instagram name and username
  • Instagram profile information such as your profile, bio, and links
  • Instagram, followers
  • Age on Instagram

What are the demographics of Threads users?

Most Threads users belong to Generation Z. Males make up approximately 68% of the user base, while females account for the remaining 32%. Among males, the largest age group is 23-25 years old, constituting 28% of the male user base. Additionally, 11% of males and 5% of females fall within the 18-25 age range. Users aged 45 years and above represent a smaller portion with only 2% of females and 3% of males in this age group.

What industries should be using Threads?

Threads can be a valuable platform for any industry to engage in conversations with their audience. If your target audience is on Threads, it is crucial to actively communicate with them. However, Threads is not designed for selling products or services. Instead, it is better suited for introducing new ideas, sparking conversations, and providing insights and perspectives.

Should I be using Threads for marketing my senior living communities?

From a though leadership perspective, Threads can be a suitable platform. However, for marketing senior living communities, it may not be ideal. Before deciding, consider whether your target audience uses Twitter. If they do, it is likely they will also be active on Threads. If you wish to establish a presence in your industry and your target market is receptive on Threads, it is worth diving in early. You can repurpose existing content and offer fresh perspectives or insights to stimulate conversation. Threads thrive on starting conversations, so if your audience is absent or you anticipate a one-sided dialogue, it might be best to focus on the platform where your audience is most active. For guidance on best practices for your preferred platform, refer to our guide to social media success.

Is memory care lead generation different from other lead gen? Yes. Here's why.

Memory Care Lead Generation: How It’s Different

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We asked our CEO, Debbie Howard, to discuss an important topic: memory care lead generation.

Below, she answers the following questions:

  • How does memory care lead generation differ from lead gen for assisted living or independent living?
  • Who are the buyer personas?
  • What kind of messaging resonates with memory care leads?
  • Are specific marketing channels are particularly effective for generating memory care leads?
  • How important is local community outreach in memory care lead generation?
  • Do you recommend marketing to potential referral sources?
  • Any final thoughts that you want to communicate about memory care lead generation?

How does memory care lead generation differ from lead gen for assisted living or independent living?

Debbie Howard: There’s a greater sense of urgency with memory care leads. An interesting study came out during the pandemic that showed how Covid affected the sales cycle for different levels of care. The only sales cycle that wasn’t affected was memory care. It was the shortest sales cycle then, and it remains the shortest sale cycle today, which makes sense since it isn’t something most people plan for or are proactive about. Even though the disease is very predictable, people still don’t want to deal with it until they absolutely must.

People looking for independent living and assisted living don’t typically feel the same pressures. Most of those folks are being proactive. People looking for memory care are often in crisis mode.

Who are the personas in memory care lead gen? What do we need to know about them?

Debbie Howard: The buyer personas include the adult child and the spouse. The adult child tends to take a more intellectual approach initially. They try to quickly learn as much as possible because they want to make informed decisions. But the emotional aspect does enter into the equation eventually. After all, this is their parent, and the adult child is entrusting their mother or father to strangers. Moving a loved one into memory care is never easy, even if it’s the right decision.

For the spouse, the trajectory tends to be the opposite. They start off needing trust first and education second. Many spouses have resisted moving their loved one into memory care for so long. They made a vow to care for their partner for better or worse. Moving their partner to memory care often fills them with guilt, angst, and regret.

It’s important to remind the spouse that it takes an entire staff working round the clock to care for and manage people through this disease process. Eventually, it becomes impossible for one person to do it alone—even with outside help.

What kind of messaging resonates with memory care leads?

Debbie Howard: The emotional aspect is vital to both personas. Too often, communities focus only on providing education. If you only connect with people rationally—like ‘Here are 10 Things to Look for in Memory Care’—it will take longer to connect emotionally with the prospects. And you might lose out to a community that does focus on connecting on an emotional level.

Connecting emotionally means acknowledging the not-so-pleasant parts of this disease process. This can be extremely hard for marketers since many believe all marketing must have a positive spin.

But it can be extremely powerful for a salesperson to hold a prospect’s hand and sincerely say, “I know this is killing you. I know this is the hardest decision you’ve ever made. You’ve done so much, and you’re exhausted. I’m so sorry you’re in this position.”

You don’t have to stay negative. Acknowledge how challenging the situation is. But also recognize and honor what they’ve done for their loved one—how they’ve gone the distance. There comes a point when the person with dementia can no longer safely be managed in the home, and their own quality of life is greatly diminished. When the person moves into memory care, they receive round-the-clock care from a full-time staff, which allows the spouse to return to the role of a spouse rather than a caregiver. The spouse can come in and have a date night with their loved one. They can visit daily. They can stay overnight. Showing the spouse what can be—and that there are some bright spots—can be a way to find a more positive angle.

You shouldn’t ignore the negatives just because they’re hard to discuss, though. Empathetic marketing is extremely important in senior living, especially with memory care leads.

The same is true for adult children: They’ve often missed days and weeks of work, given up vacations, and missed important events in their own life as they’ve juggled their parents’ care, so acknowledging their sacrifices is also essential.

Meet them at the emotional level—acknowledge how hard this decision is and recognize and honor all they’ve done. Then, turn it around by showing them how your community’s memory care neighborhood helps each resident succeed.

Are specific marketing channels or tactics particularly effective for generating memory care leads?

Debbie Howard: People searching for memory care are doing just that—they are actively searching.

  • Use paid advertising. Paid ads, like Google Ads, hold the prime real estate on the search results pages, but keep in mind memory care is highly competitive. Regarding cost per lead, the lower end of memory care is about $100 to $120. The higher end of memory care can be as high as $400 or more.
  • Make sure your website is optimized for relevant keywords. You want to ensure your senior living website is optimized for organic search. Dedicate a section to memory care, and optimize each page for memory care phrases people are searching on. Make sure you include your locations.
  • Pay attention to reviews. Make sure you’ve claimed your Google Business Profile, which serves as a mini website for your community. Monitor reviews. Respond to reviews as needed. You should also claim listings on other popular review sites.
  • Have a plan for responding to third-party leads. Remember, third-party leads are shared leads. You must be able to respond quickly to memory care leads from lead aggregators or else you risk another community converting the lead into a resident. This is especially true for memory care since the need is often urgent, and people are in crisis mode.

How important is local community outreach in memory care lead generation?

Debbie Howard: It’s definitely important because word of mouth is one of the best forms of marketing. Tap into skilled nursing facilities, rehab centers and hospitals. Target their social workers, case managers, care managers, and discharge planners. ERs are also good places to ensure the staff is aware of your memory care community because they often see folks from unsafe environments.

Home care agencies can manage the disease process from the early through middle stages, but when it gets to a later stage, they can’t safely manage that client anymore. So you should also focus on networking with people who run home care agencies.

Consider area agencies on aging. Even the local fire department can be a good resource. Many fire departments keep a list of homebound at-risk older adults that they often help. Reaching out and educating them about your community is also a good idea.

Do you recommend marketing to these groups and other potential referral sources?

Debbie Howard: Yes. You should have a marketing program for your referral network so that your community remains top of mind.

Make sure your referral sources have . . .

  • Current brochures about your community, specifically memory care
  • Business cards for relevant salespeople
  • Info about upcoming events—lunch and learns, support groups and open houses

Remember, you want to make their lives easier.

  • Offer to speak at their events for free.
  • Create turnkey programs about popular topics that you can deliver to churches, support groups, etc.
  • Sponsor their walks and other events (like Alzheimer’s walks).
  • Position yourself as a go-to resource regarding memory care support/services.

What final thoughts would you like to communicate about memory care lead generation?

Debbie Howard: Remember, marketing can’t solve an operational issue. Before worrying about getting quality memory care leads, make sure you have a quality memory care program.

Suppose there’s a video circulating of a staff member abusing a resident. In that case, the best marketing in the world can’t help because the problem has to do with operations, not marketing or sales. But a high-quality memory care program with happy residents and positive results, can almost speak for itself.

Bottom line: The best way to generate leads is to have a great memory care program.

Need help generating quality leads?

Contact us, and let’s discuss your lead gen efforts.

Senior Living Leads: How Much Should Google Ad Conversions Cost You?

Senior Living Leads: How Much Should Google Ad Conversions Cost You?

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We asked Chris Zook, Director of Paid Media & Strategy at Senior Living SMART, to sit down for a Q&A on all things Google Ads. Chris also did a podcast on this topic with our CEO, Debbie Howard. If you’d rather listen than read, here’s their conversation about Google Ads.

Otherwise, keep on scrolling for the text. Or click on the links below to jump to a specific section:

What are Google Ads, and how do they work?

Google Ads are pay-per-click (PPC) ads. With PPC ads, advertisers only pay for an ad if someone clicks on it.

Here’s some context on how this works: Google runs an auction that allows advertisers, like senior living communities, to bid on specific keyword phrases. For example, phrases like “assisted living,” “memory care,” or “dementia care.”

When someone searches on one of those phrases in Google, the auction determines who the top bidders are. Google will then list the PPC ads of the winning advertiser bidders on the search engine results page (SERP), starting with the highest bidder.

Again, advertisers don’t get charged unless someone clicks on their ad, so there’s value in having your PPC ad display even if no one clicks it. Someone might still glance at it and see your community’s name, which can help with name recognition down the line.

Google isn’t the only PPC option in town, either. Social media platforms like Facebook and Instagram offer PPC options, as do competing search engines like Bing.

It’s also worth noting that we’re discussing this in July 2023. Google recently announced its Search Generative Experience (SGE), which reimagines search and search results. Google makes money from advertisers, so it remains committed to showing ads. However, stay tuned since this is a fluid situation.

How can a senior living community just starting with PPC see meaningful results? Aren’t Google Ads highly competitive?

Here’s why PPC advertising is so effective for myriad businesses, large and small: You can bid on all kinds of keywords with whatever budget you have, and there’s almost always going to be an opening for you.

It’s not simply the tyranny of the big guy, although that can happen for certain industries. Even with modest budgets, we still see plenty of PPC opportunities for senior living communities.

Keep in mind that if a community finds that they’re not getting any clicks, at least they’re not dumping a ton of money into ads, because again, Google only charges you if people click on your ads.

How does Senior Living SMART optimize Google Ads to get clicks?

We follow PPC best practices and combine them with our knowledge of senior living in general and our understanding of a community’s brand, including the types of prospects they want to attract. (Learn more about prospect personas.)

We maintain a list of keywords that people search throughout the United States when researching independent living, assisted living, and memory care. We have an excellent grasp of these phrases because they’re fairly universal. It’s how everyone everywhere talks about senior living. Think of phrases such as “senior living near me” or “assisted living near me.”

From there, we get to know the client’s community, particularly the location and region. Every time we research a different region, we discover nuances and quirks of how people research assisted living, independent living, and memory care that we hadn’t seen before. This enables us to further refine the keyword list.

For example, we don’t use only “memory care” in our targeting because not everyone looking for memory care will necessarily call it that. We’ll use words like Alzheimer’s, dementia, and memory support. We’ll also pay attention to how people search in different markets.

We can target ads based on criteria like the person’s location, too. For example, let’s say we have a client who has a senior living community outside of Austin, Texas. We can target people within a 10- to 15-mile radius of Austin who are doing searches on things like “senior living near me,” or “assisted living near me,” or “senior living Austin.”

Why can’t you use financial criteria in the targeting?

It’s true that you can’t use financial criteria in your ad targeting. This is because of federal and state fair housing laws, which state that we cannot target housing based on people’s income. At the end of the day, senior living is a form of housing. For example, we can’t run ads where the criteria include targeting people interested in senior living in Austin who also have a yearly income of $300K.

But what we can do is help people self-qualify. Within the ads, we can include something like “Rents starting at $5,000/month”. Someone reading the ad can decide, “Yep, that works.” Or “Nope, I can’t afford that.”

Another tool we can use is “negative” keywords. Essentially, you’re telling Google that it shouldn’t show ads to people who use specific keywords. For example, consider people who search for “at-home assisted living.” We’d indicate “at home” (and various combinations and synonyms) as negative keywords, and Google wouldn’t show our ads to people who use those search terms.

What’s the definition of a PPC conversion rate, and is there a good benchmark for senior living?

A conversion rate for PPC ads is the percentage of people who convert after clicking your ad.

The definition of “convert” will vary depending on the advertiser. An e-commerce store running ads for perfume will consider a sale to be a conversion, but in senior living, there’s a much longer sales cycle. We don’t expect someone to click on an ad and convert into a resident. Instead, our goal is to convert the person into a lead.

For example, if someone clicks on an ad, they might go to a landing page where they can download a brochure in exchange for their name and email address. When a person takes that action, they become a senior living lead. That’s the conversion point.

If 100 people click your ad, and 10 become a lead, that’s a 10% conversion rate. We consider this a good conversion rate in our industry.

Conversion rates can vary depending on geographies and a community’s budget. Generally, we like to see conversion rates between eight to 15% for senior living.

Of course, clients will often say, “The conversion rate is only 10%? That means I lose 90% of the prospects clicking on the ad.”

On the surface, that might be true, but effective advertising is as much about allowing people to self-qualify out of your sales funnel as it is about bringing them into it. As much as you want to bring lots of people into your sales funnel, you also don’t want to waste anyone’s time on leads who will never become residents in your community, no matter what you do. And, that other 90% isn’t lost forever. Those folks can always come back and convert at a later date.

What are landing pages, and why are they super important in PPC campaigns?

You could be targeting the best keywords and have great ads that people click, but what if there’s a disconnect on the landing page—the place on your website that the Google Ad click sends them to? What if the landing page doesn’t deliver on what the ad promised, or it’s confusing, or it doesn’t function properly, and someone navigates away before converting? Well, you’ve just wasted money on that click.

To improve landing pages, we’ll conduct A/B testing. Sometimes, the smallest change—like changing the color of a submit button, for example—can improve conversions. We’re constantly monitoring landing page performance to achieve that desired conversion rate of 8 to 15%.

We’d be remiss if we didn’t point out that what happens to the leads after they convert matters, too. This is where lead scoring and marketing automation come into play. High-intent leads can go onto the sales team, while leads that aren’t ready for a sales interaction can continue to be nurtured through automated lead nurturing.

What are the cost per lead benchmarks for senior living PPC?

The lowest cost per lead right now is for independent living. They can be as low as $18 per lead, or as high as $45 to $50.

Assisted living is higher. Typically, we see the low end around $38 to $40. The high end is in the range of $80 to $100. Again, this depends on location. A densely populated metro area will likely be more competitive and more expensive.

Memory care is a moving target and is constantly getting more expensive since there’s so much competition. This isn’t surprising, either. Every community that offers memory care already knows it’s an urgent need and a lucrative source of move-ins. The lower end of memory care is about $100 to $120. The higher end can be $400 or more.

How does Senior Living SMART work with a client to develop their PPC budget?

We start by having a very open conversation with each client about goals for leads this year and how that breaks down per quarter and month. For example, the client might want ten leads a month, eight of which come from paid ads.

From there, we’ll do keyword research using the seed list of keywords as our base and review the geography. Google wants you to spend money, so it’s incredibly transparent about how much keywords cost in different geographies.

Using our ideal conversation rate as a guide—so again, for senior living, we’re happy if we can land in between 8 to 15%—we can do some reverse-engineering with the numbers.

For example, if we get a hundred clicks on assisted living keywords that cost X amount, and the goal is to convert 10 of them, what does that mean in terms of the cost per click? How do we spread that cost over 30, 31, or 32 days? PPC platforms operate on a monthly basis, but they parse your budget on a daily basis. And because of that, we use either 31 days—or if it’s a month with 31 days, we use 32 days to make sure we don’t go over budget—to figure out our daily budget.

Once we’ve reviewed these scenarios, we can recommend a budget to the client. If the budget isn’t what they had in mind, we can adjust while resetting expectations about leads. Instead of expecting eight leads a month coming in from PPC ads, they might need to adjust their expectations to five leads a month due to their budget constraints.

Can clients do PPC work on their own?

The question isn’t “can they.” In theory, anyone can run paid ads if they have money. The question is, should they? Effective paid advertising requires more than simply tinkering with the ad platform and entering a credit card. The paid ads team at Senior Living SMART are specialists with years of skill and expertise—and a track record of getting the results our clients seek.

We monitor campaigns and make tweaks so that we can optimize a client’s budget and get them the quality leads they’re looking for. It’s a dynamic process—setting and forgetting ads won’t yield quality long-term results. So having a partner like SLS to set up and manage your ads is one of the best investments you can make.

Need help getting better senior living leads through PPC campaigns? We can help.

Let’s discuss how we can turbo-charge your paid advertising strategy.

Senior Living Lead Management Best Practices

Senior Living Lead Management Best Practices

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You’ve worked hard to get leads from various sources, like organic search, paid ads, and social media. You might think the hard part is over, but how you manage these leads matters—and it can make or break a senior living community, given the competition. Here are some best practices to know and use.

4 SMART senior living lead management best practices

1. Score leads appropriately

Some leads will be in a hurry—they need to move a parent into assisted living or memory care ASAP. Others will just be getting started on their journey, researching what senior living is. And in between, you’ll have other leads at various points.

If you treat every lead the same way, you won’t have much success.

For example: Good luck trying to rent one of your apartments to a person in their mid-sixties who’s doing early research into independent living. Your sales team won’t get far if they hound the person—and they might do more harm than good, leaving the person with a negative impression of your community. Meanwhile, your team wasted time on someone who isn’t ready to buy—and possibly lost out on someone who is ready.

To avoid this fate, you must score and segment leads appropriately. By “scoring,” we mean having an automated process that identifies and segments high-intent sales-qualified leads (SQLs) from marketing-qualified leads (MQLs).

This is where robust marketing automation, like HubSpot, comes into play. Good automation will score leads (according to the parameters you set) and funnel them appropriately. SQLs will go on to the sales team for follow-up. MQLs will enter relevant lead-nurturing campaigns. For the latter, the marketing automation will send the right email (with the right message) to the right person at the right time.

So, for example, an adult child helping her mom move by next year will enter a lead-nurturing workflow that delivers relevant content. On the other hand, a 60-something person getting a head start on researching independent living will enter a much longer-term email nurturing campaign.

It all begins with scoring leads appropriately, so don’t overlook this step.

2. Respond promptly to third-party leads

Remember, third-party leads are shared leads. In other words, your competitors receive the same leads as you. The community that responds fastest stands the best chance of converting the lead into a tour.

There are some drawbacks to using third-party lead aggregators:

  • Third-party leads are expensive. We’ve shared this nugget before, but it’s worth repeating: Most communities pay the equivalent of one month’s rent for third-party leads.
  • Third-party leads have low conversion rates. Aggregators get sales reps’ eyes to light up at the volume of leads. In fact, it’s not uncommon for communities to attribute 80% of their total leads to third-party sources. However, the conversion rate for these leads is low (six to eight percent), even though sales teams often spend most of their time on these leads.
  • Third-party leads require prompt follow-up. Success in converting third-party leads means winning the “speed to the lead” race. We’re talking a response time of 5 minutes or less on average – and that’s no easy feat.

You’re better off taking the money you spend on third-party leads and putting it towards other tactics, like Google Ads. (A good conversion rate for Google Ads in senior living is eight to 15%.)

We know many senior living communities don’t want to give up lead aggregators. If that’s the case for you, make sure you have a plan for fast follow-up.

Need help? We offer a Speed to the Lead solution that empowers your community to respond quickly to third-party leads, deliver brochures immediately, and follow up using an automated five-step lead nurturing workflow.

3. Have a plan for re-engaging cold leads

Your senior living CRM is probably filled with a fair number of “cold” leads. We’re willing to bet that not all of them are cold. Maybe a sales rep got lazy with following up. Maybe you have a backlog of leads you lumped together before you developed a way to score and segment appropriately. Or maybe a cold lead has since warmed up—but you don’t know this because you’ve written them off.

Instead of assuming all these leads are cold, try re-engaging them. Create a program that focuses on cold leads. (Hint: We have a turnkey program called “Stay in Touch” that makes it easy to re-engage cold leads.)

4. Use a senior living call center to manage inbound inquiries

Too often, communities rely on a front desk greeter or receptionist to field calls from people who want to know more about the community. The problem is that they are not trained and skilled salespeople.

Expecting your on-site sales reps to be available to take sales inquiry calls as they come in is also unrealistic. Your reps will be busy doing tours, meeting with families, and networking.

A better solution is contracting with a senior living call center to manage all inbound inquiries. A good call center (like the one we offer) can qualify, score, and segment leads appropriately. SQLs will go to the sales team (along with helpful notes). MQLs can go into relevant nurturing campaigns. You won’t have to worry about leads falling through the cracks. Learn more about LeadGenie here.

Need help implementing any of these senior living lead management best practices?

We have the lead management expertise you’ve been looking for. Give us a shout if you need help with lead management for your community or communities.

Why Isn't My Website Converting animated people reviewing desktop and phone device

Why Isn’t My Website Converting? Advice for Senior Living Marketers

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Are you a senior living marketing professional asking, “Why isn’t my website converting?” Read on, because the problem might be that you’re asking the wrong question. Below, we’re going to explain why—and we’re going to give you four better questions to ask instead.

“Why isn’t my website converting” is the wrong question.

The question is vague because the word “converting” is vague.

We all know what you mean generally, but specifically, are you asking why you’re not converting more people at the bottom of the funnel into move-ins? Or are you asking why you’re not converting anonymous website traffic into leads? And about those leads, are you referring to marketing-qualified leads (MQLs) or sales-qualified leads (SQLs)?

Remember, people don’t come to your site and instantly “convert.”

Sure, some people might enter with an urgent need, but what about everyone else? Consider the following two scenarios:

Scenario 1

Dad just died, and Mom can’t be alone due to her dementia. The adult children do a Google search on “memory care communities in the area,” looking for places with decent reviews. They visit the websites, including yours, do a cursory review, and head right to “contact us.”

Scenario 2

Lily and Bob are nearing retirement. They’re just beginning the search into senior living, specifically independent living. They’re considering Cape Cod so they can remain in Massachusetts near their kids and grandchildren, but they haven’t ruled out Florida, either. They’re checking out communities in both states, but the timeline for their decision is much longer, at least two years out. Bob and Lily enter your site after doing some googling and reading reviews. They subscribe to your blog and follow your community on social media, just so your community remains on their radar.

In both scenarios, the people “converted,” but they converted at different points in their journey—and where they are in their journey matters.

We know that move-ins are the ultimate conversion metric, but to get there, many smaller conversions need to happen along the way.

For example, Lily and Bob might move in two years later, which makes the smaller conversions (subscribing to your blog and following you on social media) super important.

4 better questions to ask than, “Why isn’t my website converting?”

1. Are we segmenting and scoring our leads appropriately?

If you’re sending ALL leads to sales, that’s a problem.

You shouldn’t treat all leads the same way. Someone who downloads a “Senior Living Options” guide is likely in a different place in their journey than someone who requests a tour.

Only sales-qualified leads should go to sales. The marketing-qualified leads should enter nurturing campaigns until they indicate they’re ready for a sales interaction. (It takes too many touches, on average, to convert a lead, to handle them all individually.)

Setting up effective lead scoring will give you much better insight into whether your website marketing produces sufficient MQLs and SQLs.

2. Do we have enough website conversion opportunities for people at various points in their journeys?

Keep the key stages in mind: awareness, consideration, and decision. You should have helpful content for people in each stage.

For example, people in the research stage (like Lily and Bob) might subscribe to the newsletter. Someone nearing the decision stage might find comparison charts useful. Both are essential steps to the ultimate conversion: move-ins.

3. Is there friction at any of our conversion points?

Friction is when the prospect gets stuck at some point on your senior living website, and the reasons why can be many:

  • A broken link
  • A form that doesn’t go through
  • Navigation that doesn’t make sense
  • A poor mobile experience
  • Too many hoops to jump through to get the info they want

Most of us have likely experienced friction on websites—that thing that makes us throw up our hands in frustration and exit the site.

With good analytics, you should be able to identify the culprit (or culprits) and drill down into each conversion point to better understand where people are getting stuck. From there, you can try to identify what’s causing the friction.

For example, if a landing page that’s usually enjoyed excellent conversions suddenly stops delivering, you can investigate why:

  • Does the form work?
  • Is anything in the copy outdated?
  • How does the page render on mobile?
  • What CTAs are leading to the page?

Sometimes it’s something as simple as a broken form.

Other times, it’s not obvious, and you must experiment. That’s where A/B testing can be helpful. Change an element on the landing page (maybe the wording in the headline) and see if that improves conversions.

4. What’s the quality of the SQLs been like? (AKA: Do we have a website problem or a sales problem?)

Your sales team must communicate honestly with themselves and marketing about lead quality. Are they closing the ones they have at an acceptable rate/percentage?

If yes, then ask:

  • What makes these leads “high” quality? This is a question for the sales reps. The info they provide can help inform things like blog topics, FAQs, and premium content offers.
  • What path do these leads take on the website? A good analytics package shows you their path and their various conversion points. If you understand what’s working, you can try modeling other paths that aren’t working after this “winning” path and see if this helps improve the numbers.

If no, then ask:

  • What’s the sales follow-up like? If sales reps are calling once or twice and considering a lead “cold” if they can’t get anyone to bite, this suggests the problem might have less to do with the website not converting and more to do with the sales team needing some training or support in how to effectively follow up with SQLs.
  • Why aren’t the leads good candidates for moving in? If the sales reps are doing a good job following up, discuss why they think the leads aren’t converting. Is something “off” with the lead scoring? Some leads may be misclassified as SQLs when they should be MQLs. Is something off with the buyer personas? It might be time to develop fresh personas and revamp your content strategy.

Don’t go it alone when it comes to website conversion issues.

Understanding why your site isn’t “converting” takes work. Partnering with a senior living marketing agency that monitors web analytics and makes wise adjustments based on actual data can be a smart investment. Curious to learn more? Get in touch, and let’s talk about your website.

Senior Living sales tips converting to move iis

Senior Living Sales Tips: Converting Tours to Move-Ins

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Getting a prospect to tour your senior living community is a critical step in the senior living sales process—but it’s only one step. Once prospects finish the tour, then what? What can your marketing and sales teams do to help prospects cross the finish line and become residents?

We’ve rounded up some tips for helping your teams do exactly that.

Senior living sales tips: what to do during the tour

Build a personal connection

The salesperson’s job is to focus on the prospect. This is an excellent opportunity to discover what makes the prospect tick, their questions, and why they (or their family) might be hesitant about your community. Remember, the main goal isn’t to sell—it’s to listen. Show sincere empathy and take mental notes.

  • PRO TIP: If a prospect raises a concern, you can address it, but “addressing” doesn’t necessarily mean “fixing.” Not every concern can be fixed. Sometimes, it’s more important for the prospect to simply be heard.

Tailor the tour to the prospect’s interests

To do this, you need an excellent pre-tour process that captures relevant details about prospects. Are they foodies who love gourmet meals and fine wine? You’ll want to stop by your community’s pub and talk about the wine tastings on the first Saturday of each month.

Does a prospect love to read? Talk about the community’s book club, stop by the library, and—ideally—introduce them to book club members during the tour.

  • PRO TIP: Don’t force it. Your community might not have something for every interest under the sun, and that’s OK. If someone brings up a new hobby, you could talk about a current resident who started a new program or club that didn’t exist before they moved in. Your job is to show what’s possible in your community in addition to what’s already in place.

Offer a “taste” of your community’s lifestyle

We mean both literal and figurative tastes. Food quality is always at the top of prospects’ lists, so invite prospects to have a meal. Better yet: invite them to come back for a meal after they finish their tour. Book it with them before they leave, but send them home with something to whet their appetite, like yummy baked goods from the community’s kitchen.

As for figurative tastes, invite prospects to participate in activities like an upcoming movie night or book club. Don’t simply invite them, either. Facilitate by introducing the prospect to the resident in charge and reminding the resident as the date gets closer.

  • PRO TIP: During the tour, hand the prospect a physical invitation where the prospect gets to choose from three upcoming events. They can RSVP on the spot. If they don’t want to commit before they leave, tell them you’ll call them tomorrow to see what works for their schedule. This provides an excellent opportunity to check in and gauge their feelings about the community without seeming pushy. You’re simply following up on the invitation.

Pepper the tour with success stories

Share success stories about current residents or their families. Hearing about positive experiences—or experiences they can identify with—can go a long way in helping to alleviate doubts and inspire confidence.

PRO TIP: Introduce prospects to current residents during the tour, including some of the ones featured in your stories. This allows them to see firsthand the positive experiences and relationships that can be developed within the community.

Discuss the move-in process

If your community doesn’t have a new resident welcome program, start one ASAP. Every community should have a program for welcoming new residents and helping them acclimate. The program can include pairing the resident with a peer, making sure someone from the community is there to greet them on move-in day, and scheduling introductions between the new resident and essential personnel, like the chef and the executive director.

  • PRO TIP: This isn’t a once-and-done conversation. Creating a thoughtful guide to moving into your community will benefit everyone involved. You could create a section on your site for new and future residents that includes essential and helpful info.

Senior living sales tips: What to do post-tour

Always follow up

It seems so basic, right? Senior living sales 101. But in our busy world, sometimes the basics fall by the wayside. Always follow up tours with a heartfelt note—ideally, a handwritten one you send via good old-fashioned snail mail. You can then follow up with digital communication like email, but a handwritten note is classy—especially in the eyes of the older generations—as it takes time to write and shows someone you’re thinking about them.

Personalize the note! This is where all that listening you did during the tour will pay off. Demonstrate you were listening by referring to something they said or providing further info about a question or concern they had.

  • PRO TIP: If you’re working with a family member—like an adult daughter looking at communities with her mom—send a note to both people. Make sure you don’t say the same thing. Again, personalize these letters. What’s on the mind of the adult daughter will be different from what’s on the mom’s mind.

Provide written info on the move-in process

You’ll see that we repeated this tip—on purpose. During the tour, you should discuss the next steps if the prospect wants to move in. You should also discuss how your community helps residents acclimate. But post-tour, you should follow up with specifics in writing. Creating a packet with a checklist of next steps, important dates, and even a list of helpful service providers like senior move specialists can be helpful. (You can turn this into a digital packet on your website as well.)

  • PRO TIP: Consider working with vendors on preferred pricing packages. For example, if a new resident uses one of the preferred moving companies you recommended, the company could discount them. This creates added value for new residents and senior living referral sources and networking partners.

Offer incentives if/when appropriate

People love good deals, like waived fees or discounted first month’s rent. If you’re heading into a historically slow season—or your census is below a critical threshold—you can deploy incentive programs until you get your numbers back up.

Need help preparing your sales team for productive tours?

Your best bet is to use a senior living call center like LeadGenie. The staff can qualify callers who are ready for tours and record interesting nuggets about them for the sales reps who’ll be leading the tours. Learn more about LeadGenie here.

ChatGPT and SEO for Senior Living

ChatGPT & SEO for Senior Living

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We recently wrote about ChatGPT and whether you should use it for senior living marketing. The short answer: Don’t use it to replace your process for creating digital content, like blog posts, white papers, and guides. ChatGPT has trouble producing quality long-form content—it can lose its train of thought, and you can’t rely on it to provide accurate information or for the content to be original.

But even if those issues get resolved, there’s another reason why you shouldn’t rely on ChatGPT to create your digital content: It could end up hurting you in search.

And that brings us to today’s topic: ChatGPT and SEO for senior living.

Below, we’re going to discuss the following:

  • The effect AI-generated content can have on search engine optimization (SEO)
  • Whether AI-generated content can ever be considered “original, high-quality content”
  • How to make sure any AI-generated content you do use doesn’t sound like AI

Let’s get to it!

What effect does AI-generated content have on search engine optimization (SEO)?

Google rewards “original, high-quality content.” And it doesn’t like it if you do things to your content to manipulate rankings. (This isn’t new; think back to the days of keyword stuffing.)

So, what’s Google’s take on whether you should use AI-generated content?

Google says, “If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.”

This, of course, leads to a natural question:

Can AI-generated content ever be considered original and high-quality?

ChatGPT generates conversational content that’s grammatically correct. But it’s content that you could find anywhere, and there are even valid concerns about plagiarism. (Not to mention, its “voice” is somewhat vanilla and often wooden.)

For example, asking it to write a blog post about the Veterans Aid & Attendance benefit will produce grammatically correct, conversational content that may or may not be accurate… (Another issue with ChatGPT is that it’s only been trained on data through 2021.)

But this blog post won’t include anything highly original, like the story about Bob, who was so grateful for the lunch-and-learn session you held about the benefit or how he uses it to pay for his apartment in your community.

A story like that can elevate a piece of generic content you could find anywhere to something special that resonates with readers.

ChatGPT can’t create this unique content since it won’t know the people in your community, their stories, or tactile things like the colors, the smells, and the feeling you get when you sit out on your community’s patio sipping wine.

You need a human to capture those things. And that’s unlikely to change any time soon.

How would Google (or anyone else) know if you’re using AI-generated content?

The rise of AI chatbots has led to the rise of AI detectors. Open AI (the creator of ChatGPT) has also released its own AI-text classifier. You paste a portion of the text into the tool, and it determines whether AI or a human being generated the text.

If you use ChatGPT to support or supplement (not replace) your content marketing efforts, you’ll want to thoroughly revise any content it creates to sound like your brand, not AI. To do this, run your content through the AI detector. Keep revising the content until the AI detector says your copy is unlikely or very unlikely AI-generated.

Sounds like a lot of extra work, right?

This is for you to decide. Is ChatGPT, in its present state, more of a novelty? Or can it help your senior living marketing team speed up content creation for your community?

Going back to our Veterans Aid & Attendance benefit . . . if ChatGPT creates the initial blog post and you pass it off to a writer to rewrite with real-life examples and with your brand voice in mind, are you saving any time or money?

The answer will likely vary, depending on the writer. Some writers are much faster at producing content from scratch than rewriting someone else’s content, like ChatGPT’s.

Successful SEO for senior living doesn’t cut corners.

Listen, we get ChatGPT’s allure. It would be fantastic if we could rely on AI to create highly original, helpful content that converts site visitors into leads and leads into move-ins. But the technology isn’t there yet—and it might never be.

There’s no substitute for the human touch when it comes to successful SEO for senior living. Reach out if you’d like help from a marketing firm that knows how to do it right.

ChatGPT for Senior Living Marketing

ChatGPT: What to Know for Senior Living Marketing

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You’ve probably heard people buzzing about ChatGPT. Its emergence has dominated headlines (it’s the fastest-growing app of all time), spurred countless debates, and worried everyone from teachers to writers to editors to ethicists to conspiracy theorists.

But what exactly is ChatGPT? And how can it be used to support your senior living marketing efforts?

Below, we’re going to answer those questions and more:

  • What is ChatGPT?
  • What sort of content can ChatGPT produce?
  • Are there any issues with ChatGPT-generated content?
  • Should you use ChatGPT for your senior living marketing?

Let’s get to it.

What is ChatGPT?

ChatGPT is a free artificial intelligence (AI) chatbot. It was released in November 2022 by OpenAI. ChatGPT stands for “Chat-based Generative Pre-trained Transformer,” which is a mouthful.

Also, what the heck does that even mean?

Simply put, ChatGPT delivers text-based responses to your “prompts.” A prompt is a question or a request, such as “Write a 600-word blog post about the benefits of senior living.” ChatGPT produces its responses astonishingly fast—and the responses sound remarkably human.

ChatGPT is “trained” on massive amounts of text data. From this data, it has learned how to mimic human conversations.

It’s worth mentioning that ChatGPT isn’t the only AI game in town. Here’s a list of 30 ChatGPT alternatives (free and paid). We’re focusing on ChatGPT because everyone is talking about it.

What sort of content can ChatGPT produce?

You can prompt ChatGPT to create various content, like a well-reasoned essay about Romeo & Juliet, a poem on first love, or an explanation of the Veterans Aid & Attendance benefit.

See the screenshot below, which includes our prompt and ChatGPT’s response.

ChatGPT definition of Veterans benefit

ChatGPT wrote the above in a matter of seconds.

Impressive, right? Well, yes and no.

The above might sound convincing, but ChatGPT’s answer is outdated. The 2023 rate for a surviving spouse is now $1,432, not $1,244. The other numbers are also incorrect.

The above example highlights two of the most significant issues with ChatGPT to date:

  • ChatGPT is “trained” only through 2021.
  • ChatGPT makes LOTs of mistakes.

ChatGPT got the details wrong about the Veterans Aid & Attendance benefit because of its training—it has no “knowledge” of anything after 2021, so it doesn’t know about the updated rates for 2023.

But here’s the thing: ChatGPT also makes plenty of mistakes on things it should know.

Many people have written about this issue. Here are some excellent articles to check out if you want to dive deeper.

Are there any other issues with ChatGPT-generated content?

Yes! If the lack of accuracy isn’t enough to give you pause, then the following issues might:

  • ChatGPT has trouble producing long content. It can lose the “thread” of a discussion once it hits 800 or so words.
  • ChatGPT content often sounds stilted. It’s trying to mimic humans, but it’s not human. While the content is grammatically correct, it can still sound wooden. (And good luck trying to get it to capture your brand voice.)
  • ChatGPT-generated content could have serious SEO implications. We’ll address this in a subsequent blog post, but if you use ChatGPT to create tons of content to manipulate your site’s rankings in Google, we have two words for you: keyword stuffing. (In other words, Google doesn’t like being manipulated, and it’s only a matter of time before it updates its algorithm accordingly.)

Should you use ChatGPT for your senior living marketing efforts, like content creation?

ChatGPT shouldn’t replace your current process for creating high-quality, original, long-form content. The issues with originality, accuracy, tone, and potential SEO implications outweigh any benefits.

But ChatGPT does have potential in other areas:

Use it for brainstorming.

Brainstorming might be the best use for ChatGPT in senior living marketing. Give ChatGPT a keyword phrase and ask it to brainstorm ten potential blog post titles. Then, choose the title you like best and hand it off to a writer.

Below is a screenshot of this idea in action.

ChatGPT blog title brainstorm Vet Benefit

Use it to create outlines.

A keyword-rich blog title and solid outline can help make a writer’s job go much faster. Having ChatGPT do the heavy lifting with the outline is another smart way to use this tool.

See the screenshot below. You’d still want to review and revise the outline. But ChatGPT typically delivers a solid structure that you or your writer could easily work with.

ChatGPT blog outline

Use it for short-form content (but always review and revise).

We asked ChatGPT to write five calls to action for a guide about the Veterans Aid & Attendance benefit. Some might work better as social media posts. All would need to be revised for style and voice.

ChatGPT CTAs

Bottom line: Be careful how you use ChatGPT for your senior living marketing.

ChatGPT is one tool, not the only tool. While it might be helpful with brainstorming and generating outlines, you shouldn’t use it to generate long-form content. Stick to humans for that.

Need help developing an effective content strategy for your senior living community? Get in touch, and let’s chat!

Senior living sales training tips for engaging phone calls

Senior Living Sales Training: Tips for Engaging Phone Calls

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Just about everyone today begins their search for senior living online. But at some point, phone calls come into play, which is why phone skills still matter, even in the age of digital marketing.

How does your sales team do on the phone? Kinda-sorta OK? Meh? Not so great? We got you! Below, you’ll find helpful tips for your senior living sales training.

Hint: Pay close attention to our last suggestion for taking things to the next level.

Tips for Better Senior Living Sales Calls

1. Display genuine empathy

Empathy and sympathy are not the same thing. (And sympathy won’t serve you in this case.)

Empathy is the ability to put yourself in someone else’s shoes and to see and appreciate things from their perspective. Through your words, you can demonstrate this understanding. (If you’re on a Zoom call, your non-verbal gestures can also help.)

Examples of empathy in action:

  • “Oh, my gosh, you don’t need to apologize for sounding frazzled. Making a decision like this is extremely overwhelming. It only makes sense that you’re experiencing so many emotions right now.”
  • “I can only imagine all the questions running through your head since there are many things to consider. We can take as much time as you need and go through your questions one by one. And if you think of something later, call me back, and we’ll chat some more. How’s that sound?”
  • “You know what? That’s an excellent question, and I don’t know the answer. But I completely understand how the answer will affect your decision. If I were you, I’d want to know the answer, too! Let me do some digging, and I’ll call you back. I should be able to do that within the next day or so. How does that sound?”

Related: WHAT IS EMPATHETIC MARKETING & HOW CAN YOUR COMMUNITY USE IT?

2. Listen actively

Active listeners:

  • Focus on the person talking. You shouldn’t be multi-tasking or doing something else while talking with a prospect, like scrolling through Facebook or reading emails.
  • Speak less. As the saying goes, there’s a reason why you have two ears and one mouth. You should spend much more time listening during a sales call than talking.
  • Aren’t afraid of silence. Prospects need time to think, process, and finish their thoughts. Sure, pauses can sometimes feel awkward. Resist the temptation to jump in and fill it. Take a deep breath and count to three. If there’s still silence at that point, you can say something.
  • Make it clear that they’re listening. This means giving appropriate verbal cues on the phone, such as saying “yes” or “uh huh,” while prospects talk.
  • Recap and clarify what they’re hearing along the way. Here’s an example: “So it sounds like you and your husband are interested in a two-bedroom model, not a one-bedroom. Do I have that right?”

3. Don’t rush people

One of our favorite scenes from Grace and Frankie is when Frankie (played by Lily Tomlin) gets her first laptop and doesn’t know how to get online. She calls the Apple tech support number, but they overwhelm her with questions. Flustered, she spouts that she’s seventy, which is the magic word—she’s transferred to a guy named Mike.

Mike is patient. He takes his time. He’s relaxed. He’s chill. He puts Frankie at ease.

Here’s the clip (with a naughty word or two, so consider yourself warned).

 

Remember, you’re talking to an older population, so more people will be like Frankie than not. Even if you’re dealing with adult children, you’re still talking to people who are likely north of fifty—and often quite a way over that. This demographic needs more time to explain things, vent, and ask questions.

An article from the National Institute on Aging (NIA) offers solid advice when talking to older adults: “Be mindful if you are feeling impatient with an older person’s pace. Some people may have trouble following rapid-fire questioning or torrents of information. Try speaking more slowly to give them time to process what is being asked or said, and don’t interrupt. Once interrupted, a [person] is less likely to reveal all of their concerns.”

4. Be mindful of hearing deficits

The NIA also reports that one-third of older adults have hearing loss. You might need to compensate for hearing deficits when chatting with prospects.

On the phone, this can be even trickier, but here are some tips:

  • Ask if the person can hear you OK.
  • Talk slowly and clearly. Enunciate.
  • As mentioned above, don’t fill in pauses (the other person could be processing or coming up with a question).
  • If you have a bad connection (due to a cell phone or cordless phone), ask to reconnect on a landline, if possible.

5. Always provide a brief recap and next steps at the end of the conversation

Say something like this, “Before we hang up, I’d like to make sure I captured everything we discussed. Let me read through my notes, and you can tell me if I missed anything, OK?”

After you recap, say, “OK, so my next steps are A and B. And your next steps are C and D. Does that sound right?”

BONUS: Consider outsourcing to a senior living call center

When we discuss inbound marketing with our clients, we’re always reminding them that the goal is to segment and score inbound leads appropriately. The high-intent ones go to the sales team for follow-up. The warm but not-ready leads continue to be nurtured.

The same philosophy applies to inbound phone calls. Not every prospect who calls your community will have “high intent.” Why waste the sales team’s time by having them field ALL inbound calls?

A better solution is outsourcing your inbound calls to a call center with expertise in handling senior living inquiries. And guess what? We offer that through LeadGenie.

LeadGenie is a fully customizable lead management solution. It provides virtual sales support to respond to your leads quickly and consistently. Visit the LeadGenie site to learn more and to schedule a demo.

Senior living lead eggs hatching with footprints towards sale sign

5 Things You Shouldn’t Do with Your Senior Living Leads

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If we could share one article with every senior living marketing and sales team, this would be it. Why? Because it has to do with everyone’s favorite topic: senior living leads. Specifically, mistakes to avoid. Let’s get to it.

1. Don’t treat all senior living leads the same.

If you’re a Senior Living SMART client and/or a regular reader of our blog, you’ve likely heard us say that not all leads are created equal. Some leads are ready to buy now. Others might be ready two years from now.

How should you handle the very different needs of various leads? To start, you should divide your leads into two buckets—sales-qualified leads (SQLs) and marketing-qualified leads (MQLs). SQLs want to buy sooner rather than later, so they will be served up to the sales team. MQLs aren’t ready yet, so they will enter longer-term nurturing campaigns.

For all of this to happen efficiently, you’ll need marketing automation software and website forms that capture meaningful info to help segment and score your leads. You can choose to get more granular with your lead segmentation if you wish. For example, within your MQLs, you might segment leads according to buyer persona (e.g., senior vs. adult child).

Bottom line: Meet your leads according to where they are on their journey. Don’t treat them all as if they’re ready to buy today or tomorrow.

2. Don’t ignore leads just because they’re in the very early stages.

This goes along with the previous point, but it’s worth repeating. Too often, we see marketing and sales teams ignore leads that are in the earliest stages of their journey (think leads that don’t plan to buy for at least a year). This is short-sighted. Remember, today’s researchers are tomorrow’s buyers—even if that “tomorrow” is eighteen months from now.

While you might not market as aggressively to early-stage leads, you should still provide regular, helpful communications. The goal? For the lead to think well of your community so that when they are ready to buy, your community will be top of mind.

3. Don’t bombard your leads with the same marketing messages.

Since you have a variety of leads coming in, you need to have a variety of marketing messages at the ready as you nurture MQLs to SQLs. Because that’s precisely what good nurturing is—delivering the right message to the right person at the right time.

Getting to know your leads is an excellent way to develop engaging content for them. But how do you get to “know” your leads? Simple. Through your website forms.

Earlier, we mentioned having website forms that capture meaningful info. But if you want to take it to the next level, consider implementing progressive profiling. With progressive form fields, you can control which questions appear on which website forms. Not only that, but once a person has filled out one set of questions, they’ll be asked a different set the next time they fill out a form on your site. The answers will give you valuable insights into your prospects. As a result, you can serve up nurturing campaigns that make sense to them.

For example, maybe your website forms capture people’s favorite hobbies. For those who love food and cooking, you can serve up emails that discuss all the fabulous activities in your community centered around cooking: breadmaking class, sushi night, wine-tasting every Thursday afternoon, pot-luck dinner parties, etc. For those who cited sports as a favorite hobby, you can serve up a similar set of emails that talk about your fitness center, tennis and pickleball courts, golf league, football get-togethers, and the like.

The basic email campaign can be the same, but you will customize the messaging so that it speaks directly to your leads. Custom messaging is the secret sauce to effective lead nurturing.

4. Don’t “set and forget” your marketing automation.

With marketing automation, it’s easy to set up email nurturing campaigns and forget all about them. While automation is supposed to make your life easier, you still need to monitor results—and make adjustments based on what the numbers tell you.

What you should pay attention to:

  • Engagement. Are people opening the emails? Are they clicking through to your offers? Are they converting on those offers? Don’t send emails just to say you’ve sent them. You want your emails to work, meaning they should motivate the recipient to take a specific action—even if that action is something as simple as reading a blog post.
  • Conversions. Over time, provided your email nurturing is effective, you should see increased conversions: MQLs to SQLs and SQLs to customers.
  • Messaging. Even if engagement/conversions look good, revisit messaging to make sure everything you say is accurate. For example, you might have promoted virtual tours due to COVID. Now, you might have options for both in-person and virtual tours. We recommend looking at all messaging at least twice a year.

Don’t be afraid to adjust messaging that isn’t working. Trust what the numbers are telling you. You could throw a whole campaign out the window and start over. Or you can A/B test smaller changes. For example, if people aren’t opening your emails, test different subject lines. Haven’t tried personalization yet? Maybe you experiment with that and see how the results look.

Effective marketing automation is part science, part art—and it absolutely requires the human touch.

5. Don’t assume you’re in control. (Because you’re not.)

This is the hardest pill for sales and marketing teams to swallow. Twenty years ago, before everyone was online and before every senior living community had its own website, each community’s sales and marketing team was very much in control of the sales process. If someone was interested in learning about your community, they had no choice but to call or come in for a tour, which put them (the buyer) at the mercy of the sales team.

Things have changed. Thanks to senior living websites, review sites, and social media, buyers can now research to their heart’s content before ever talking to a salesperson. And they’ll only do the latter on their terms when they’re ready for a sales interaction.

If senior living sales and marketing teams want to succeed today, they must embrace this shift and focus on enabling buyers to get the info they need, when they need it. This means marketing and sales must remove any friction from the process and make it as easy and straightforward as possible for the buyer to purchase from you. Say hello to your new top priority!

Want more helpful strategies for increasing senior living leads? Download our guide.

Even though we bill ourselves as a marketing agency, we also have expertise in the senior living sales process, as this free guide demonstrates. Enjoy it with our compliments!

And, of course, if you need assistance, get in touch and let’s chat about your senior living sales challenges.

How to Increase Sales in Senior Living Schedule a 30 minute brainstorming session