Posts

man at work desk on computer with idea think outside the box

Senior Living Marketing Webinar: COVID-19 Considerations

Marketing during a pandemic brings up many challenges. In this senior living marketing webinar, a panel of senior living pros will share strategies and tactics for lead generation, lead nurturing, and lead conversion. Yes, even in this climate of increased restrictions due to COVID-19.

HERE’S WHAT YOU’LL LEARN  

  • How to setup Facebook Live
  • What to communicate in email marketing
  • Leveraging technology to create virtual experiences
  • How to use each senior living marketing channel effectively
  • Communication best practices
  • Optimizing positive brand awareness

 

[WEBINAR] Senior Living Lead Generation During COVID-19

Even during a pandemic, we marketing and sales professionals must continue to connect and engage with our prospects, both existing and new. Learn what senior living lead generation options are available to continue your work towards those 2020 marketing and sales goals!

Senior Living Lead Generation During COVID

Here’s what you’ll learn: 

  • Engaging with prospects in the absence of tours and events
  • Alternative lead gen strategies
  • What prospects need from you during this pandemic
  • Maintaining and increasing your brand awareness
  • Best CTAs that are not tour or event focused
The Magic of Higher Funnel Thinking Webinar

The Magic of Higher Funnel Thinking Webinar

Here’s what you’ll learn: 

  • Valuable insight into marketing resource and effort allocation
  • Actionable tips for engaging older adults and their families sooner with minimal effort
  • Information about how decision science can influence marketing content
  • Proven path to getting families “unstuck” in their senior living decision process
Another At-Bat: How to Rescue A Missed Opportunity Webinar

Another At-Bat: How to Rescue A Missed Opportunity Webinar

Here’s what you’ll learn: 

  • Inbound call handling best practices
  • Understand why calls fail
  • Expose blind spots in the customer journey
  • See how to calculate what its costing your organization to not effectively capture calls.
To Publish or Not to Publish? That is the Question About Community Pricing Webinar

To Publish or Not to Publish? That is the Question About Community Pricing Webinar

Here’s what you’ll learn: 

  • How to build a family/prospect experience strategy that scales.
  • How to interject powerful touch points that wows the family/prospect.
  • How to measure the efficacy of your customer experience strategy.
  • How to build your customer experience plan to deliver.
Understanding Sales and Marketing Transparency in Senior Living

Understanding Sales and Marketing Transparency in Senior Living

Understanding Sales and Marketing Transparency in Senior Living

Creating lead generation transparency is unique in senior living yet critical to each community’s efficiency and productivity. We will pull back the curtain with statistics on lead management, lead validation and conversion rates.

What to schedule a demo or learn more? Click here for more information on SeniorVu services

Senior Living Sales: How To REALLY Build Stabilized Occupancy

Senior Living Sales: How To REALLY Build Stabilized Occupancy

In the bestselling book Blue Ocean Strategy, authors W. Chan Kim and Renée Mauborgne compare “red ocean” markets (where companies compete in an already crowded space) with “blue oceans” of uncontested market space. These so-called blue oceans have untapped demand and the opportunity for highly profitable growth.

As you probably already know, the water is very red in the senior living space. Senior living sales reps are constantly trying to outperform their rivals to grab more market share, all while using similar strategies. As new product enters the market, existing operators are competing for a share of a contracting market, and, as a result, occupancy rates are stalling. This situation pressures operators to “go beyond competing and create blue oceans.”

Senior Living Sales in a Red Ocean – Increasing Price Wars, Shrinking Profit, & Becoming a Commodity

The pressure to get quicker move-ins to satisfy the “we need occupancy today” mantra has resulted in a feeding frenzy for urgent/crisis-driven prospects. These prospects represent only 10% of the total market. We win them because they are private pay and because we are “better than a nursing home.”

These residents bring with them high acuity, declining length of stays, greater risk and liability, increasing worker’s comp claims, and dependency on third party lead generation. The impact of this reality is higher resident acquisition costs and declining revenue. Many providers report that by the time they pay room turn expenses, sales commissions, incentives, and the move-in transaction fee, they do not show a profit until month six.

Consumers researching senior housing options are faced with the same messaging and value statements from every community: “We have the best people.” “We offer the best care.” “We offer great food, activities, transportation, housekeeping, laundry, maintenance.” Blah, blah, blah.

For the most part, providers withhold basic pricing information. What is revealed is often confusing—levels, points, packages, all-inclusive, some utilities, no utilities, some meals, no meals—help! Since we have created this commodity mentality, the only differentiator left for families to consider is price.

Senior Living Sales in a Blue Ocean – Reaching the Untapped Market

“Blue Ocean Strategy” offers insights on how companies find their untapped markets. One principle is to “Reconstruct Market Boundaries” to break from the competition.

Here’s a real-life “blue ocean” example to consider. David Smith owns three communities representing independent, assisted, and memory care lifestyles. He found his blue ocean by focusing on the 90% of the market that is “not ready” for community living. With his prospect-centered approach to sales, he created strategies to engage and nurture prospects who identified themselves as being in denial and in “thinking and planning” stages rather than in an “action” stage.

His communities consistently maintain waiting lists of residents who are not “ready”—with the highest rates in his markets. And it goes beyond a sales approach. His communities actually deliver a resident-centered lifestyle. He built a better product than his competitors, and he always finds a way to deliver what he promises. The Gatesworth has won numerous local and national awards, including being named one of the “Nation’s Top 10 Retirement Communities” by Forbes Magazine.

Here’s another example of a blue ocean in action. Zeke Turner of Mainstreet remade his market boundaries by finding a gap between the hospital and skilled nursing space and defining a new transitional care market focused on hospitality, amenities, and more services and attention while providing an unmatched level of post-acute care and accommodations in a state-of-the-art medical resort setting. Mainstreet has also been recognized by Entrepreneur for “creating an exceptional culture that drives employee engagement, exceeds employee expectations and directly impacts company success.”

Senior Living Sales Teams: Wondering How to Find (or Create) Your Own Blue Ocean? We Can Help.

Set sails for your “blue ocean” by remaking your product, amenities, service, and culture or by focusing where your competitors are not to stabilize your occupancy and make competition irrelevant. We work closely with senior living sales and marketing teams to accomplish this. Let us help!

The Magic of Music

The Magic of Music

There are many ways to engage residents using music in activity programming. Learn about the benefits of integrating music into your programming and how music can make a difference in the lives of your residents.

Senior living marketing webinar

Red Carpet Tours Webinar – How To Plan & Execute the Perfect Personalized Tour

By Deborah Howard

This webinar will cover how to really roll out the red carpet for your tours and provide tools to provide a personalized experience and get your whole team engaged! Looking to improve tour conversions and grow occupancy? Then, this webinar is for you!

RED CARPET TOURS – HOW TO WOW PROSPECTS!

Execute the perfect tour with planning tools, including forms, signs, staff recognition & post-tour gifts and follow-up resources.

While members may download our guide here, the Red Carpet Tour products can be purchased through our SMARTbrand.

15% discount for Senior Living SMART members. Check it out!