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Clicking a mouse with a hundred dollar bill graphic, representing pay per click advertising in Senior Living

Senior Living Advertising: The Formula for Pay-Per-Click Success

Senior living advertising, particularly pay-per-click (PPC) advertising, can be a great strategy to generate leads. Or it can be a complete waste of money.

The success of your PPC senior living advertising hinges on three things:

1. Developing a sound strategy

You need to target the right audience with a compelling message and/or offer. This involves understanding your ideal prospect. It also involves developing engaging content that appeals to your ideal prospect. Finally, it involves knowing the keywords your prospect is searching on.

Bottom line: Don’t bother with any sort of paid advertising until you’ve done your persona work. You need to know your ideal prospects inside and out before you can advertise to them online.

2. Having a senior living website optimized for conversions

You can spend a lot of money driving traffic to your website. But if your site isn’t built to convert visitors into leads, what’s the point?

An optimized senior living website will have the following:

Bottom line: Don’t bother with pay-per-click advertising of any kind until you’ve done all of the above. Otherwise, you’ll just be wasting money.

3. Being realistic about your online advertising budget

Effective online advertising is marathon, not a sprint. Unlike a print ad that you run once a week or once a quarter, your online ads are something that will likely run daily for the long haul with a specific daily spend limit.

The dollars can add up quickly, too. For more competitive regions in the country, you’ll spend more. This is why it’s critical to have a sound strategy and a senior living website that’s poised to convert the leads that come in from paid ads. As noted earlier, this often involves creating special landing pages and content specifically for the prospects who come in from the pay-per-click advertising. (And this additional work will increase your advertising budget even more.)

Bottom line: When figuring out your budget, consider the lifetime value of a resident and work backwards on what you should target for a daily spend that will deliver the best ROI.

Should you work with a PPC firm on your senior living advertising?

It does make sense to work with a firm that has experience in developing, setting up, and monitoring online advertising for senior living communities. Pay attention to that last part. Having a firm with PPC expertise isn’t enough these days. Choose a firm that also understands senior living.

Exterior Rendering of Traditions of Mill Creek by Vitality Senior Living

Senior Living Marketing Leaps Into Digital Age With Innovations, Investments

Excerpt:

Before Covid-19, providers commonly treated their digital presences and social media channels almost as afterthoughts. Over the past six months, however, these platforms have become essential to operations. Much like demand for telehealth services has exploded during the Covid-19 outbreak and could have long-lasting effects on how clinical services are delivered in senior living, the pandemic may have finally ushered in the digital age of senior living sales and marketing.

Tours have gone virtual as providers restricted access to communities to non-essential personnel. Marketing campaigns are increasingly balancing selling the lifestyle that senior living offers with transparency regarding resident safety. Digital campaign spending is growing, and providers are using websites and social media channels to interact more with resident families and prospective residents, and capture information to generate new leads.

With that comes new challenges. The growing importance of digital marketing is resulting in higher provider spends, and digital advertising companies are beginning to charge higher rates for ad placements.

Some providers are now seeking a new balance between increasing digital spending and updating websites to capture visitor information, generate leads and convert those into move-ins.

“We’ve probably seen more innovation in the last six months than we have in the last 10 years of senior living marketing,” Senior Living SMART CEO Deborah Howard told SHN.

Full story from Senior Housing News →

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How to Get More Repeat Visitors to Your Senior Living Website

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

How do you do this?

By giving them a reason to come back.

Here are five strategies for doing exactly that.

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

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

2. Charm them on social media.

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

3. Convey targeted messages with lead nurturing campaigns.

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

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

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

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

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

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

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

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

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

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

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

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

Get Started NOW!

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

Take advantage of our experience in the senior living trenches.

Traffic Conversion spelled out underneath laptop computer, mouse, pencil, clipboard, like icon and assorted internet related web icons

How to Turn Senior Living Website Traffic into Leads

Someone visited your senior living website. Great, right? It is, except for one problem: the person who visited your site is anonymous. You don’t know who they are or whether they’re truly a good prospect for your senior living community.

What to do?

Simple: optimize your senior living website so that it encourages anonymous traffic to convert into leads.

Here’s how . . .

1. Gate your content.

Gated content is exactly how it sounds—premium content (like white papers, checklists, and infographics) that you keep hidden behind a gate.

In order for website visitors to access said content, they must offer up some info about themselves, like first name, last name, email, location, and where they are in their journey. (More on these form “fields” in a moment.)

It’s a fair exchange—they get great content, for free, and you get some valuable intelligence on your website’s visitors.

2. Make sure you have engaging calls-to-action (CTAs) throughout the site.

These CTAs will naturally lead people to places where they can easily convert from anonymous visitor to a name and face: landing page for gated content, contact us page, schedule a tour page. You get the idea.

3. Provide interactive elements, like Live Chat and other self-qualifying tools.

Live chat is a great way to turn anonymous visitors into real leads. One of the first questions your chat can ask for is a name, in a friendly, natural way. Like, “Hi, there. My name is Rebecca. Got any questions?” If someone types a question, Rebecca can respond by saying, “Hey, great question. Before I answer, can you quickly tell me your name and give me an email address, just in case we get disconnected. Then, I can follow up.” (Hint: SiteStaff is one of our favorite Live Chats for the senior living industry.)

With self-qualifying tools, like interactive surveys and other prospect decision tools, the anonymous website visitor can answer a series of questions to help them better understand the options for their specific situation. Many of these tools only require the person to submit an email to get the results (no phone number for a sales person to hound). But an email is all you need to continue to nurture and grow the relationship. (Hint: Roobrik is one of our favorite prospect decision tools.)

4. Provide easy ways for people to subscribe to blogs and newsletters.

If someone’s reading a blog post, you can have a slide-in subscription box that says: “Get more helpful articles like this. Subscribe to our blog.” Same with a newsletter.

Experiment with what works for your audience. A lightbox pop-up form (that box that suddenly “takes over” a website page) can be annoying to some visitors but a great way to convert others. You need to see what works for your specific audience (website analytics will be your guide regarding this).

5. Use progressive fields in forms to capture better info.

For that first point of contact you make with an anonymous senior living website visitor, you want to ask for the least amount of info, but at the same time, you need SOMETHING to help inform how to score the lead appropriately (more on scoring leads below).

At the very least, for that first contact, you should get first name, last name, email, state, and a dropdown that might ask: Which bests describes you?

And then the dropdown would offer three options:

  • Actively looking for a senior living solution for myself
  • Actively looking for a senior living solution for someone else
  • Not actively looking, just researching for now

If the person downloads only one piece of gated content from your site, you’ll have enough info to know at least something about this lead—and what to do with them next.

But here’s the beauty of smart forms these days: you can use what’s known as progressive fields on forms. This means every time a person fills out another form on your site, the form automatically adjusts for that particular prospect and requests NEW information in NEW fields.

So you won’t make them repeat what they’ve already entered (except for what would make sense to the prospect—like their name and email). But on the second form they fill out, you could ask for their full address and phone number and depending on HOW they answer the initial drop-down question we mention above, you could ask an appropriate follow up.

For example, if on the first form the person indicates they are actively looking for a senior living solution for someone else, perhaps you ask this question on the next form they fill out: Which best describes your situation? “I’m actively looking for a senior living community for my…”

  • Mother
  • Father
  • Spouse
  • Other family member (aunt/uncle, sibling)
  • Friend

And then this: Which best describes your timetable? I’m looking to make a decision in…

  • 60 days.
  • 3-6 months.
  • Within a year.
  • 18-24 months.

Now you have even further intelligence, which will help marketing and sales teams follow up appropriately.

Note: you’ll need good marketing automation, like HubSpot, to set up progressive fields on forms. And we won’t lie—this does take some time to think through, but once you get it set up and working, this will result in excellent information to inform your next steps.

Which brings us to the following . . .

Once you have senior living leads, what happens next?

Now that you’ve turned anonymous website visitors into leads, here’s what should happen next:

Score leads appropriately.

Remember what we said about the form fields above? How they provide important insights? You’ll use the information people share in these form fields to help score each lead appropriately.

For example, someone who is looking to make a move for a parent within 60 days is in a very different situation than someone who sees the move happening in the next 12-18 months. The former would be considered a sales-qualified lead (SQL). These folks are ready to talk to sales since they’ve indicated they’re making a decision soon.

The latter would be a marketing-qualified lead (MQL). They’ve engaged with your content, so you’ve gotten their interest, but they’re in an earlier stage in the buying journey. You want to stay in front of them and continue engaging them, but it would be a waste of everyone’s time if sales followed up at this point.

How you score the leads will depend on your senior living community’s approach to sales, including how you’ve set up your CRM. (Hint: Are you new to the concept of lead scoring? We can help set up yours based on our decades of experience working in senior living sales.)

Nurture marketing-qualified leads (MQLs).

Like everything else in marketing and sales, the concept of lead nurturing has evolved. There isn’t a one-size-fits-all approach. Yes, you’ll likely want to set up a series of follow-up emails that automatically go out to MQLs, but it’s incredibly easy for this process to become overwhelming from a backend perspective when you consider the “logic” behind the workflows.

For example, if someone downloads Guide A and B, but not Guide C, then they’d go into campaign #1, but if someone downloads Guides A, B, and C, they go into campaign #2, but if they only download Guides B and C, they go into campaign #2.

See?

If you have dozens of guides and “rules” based on downloads or personal attributes (e.g., adult daughter vs. adult son vs. husband looking on behalf of wife), it can get incredibly unwieldy. And you’d absolutely need quality marketing automation, like HubSpot, to make it all work.

For communities with a full-time marketing department and dozens of locations nationwide, this complex approach is feasible. For smaller operators, it’s OK to take a more streamlined approach. The goal is to simply stay in front of people who’ve expressed interest and engaged with you. A combination of high-level emails and even a direct mail piece could be a good program. Or maybe you just do emails. Or perhaps you use some sort of text campaign.

Bottom line: do something.

(Psst: Got some older MQLs that were never nurtured? We’ve developed an effective turnkey program you can use to re-engage some of these leads. Contact us and ask about it.)

Have a follow-up plan for sales-qualified leads (SQLs).

How your sales team follows up with SQLs will very much depend on the sales culture and structure of your department (including your CRM). With SQLs, a more direct approach can work, like phone calls (hint: Marchex is an excellent automated phone solution).

Texting is something you’ll likely need to consider as we go through this next decade. For one thing, people are much more likely to respond to a text than a phone call or email. So you might reach out initially via text to say “Let’s schedule a tour.” Second, as more and more of the younger generations (like millennials and Gen Z) get involved with decisions for their aging loved ones, you’ll need to communicate using methods they prefer—like texting.

Overwhelmed by scoring senior living leads?

Don’t worry—that’s why we’re here! We can help you set up programs that work for your senior living community.

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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
What You Need to Know About Your Online Senior Living Competition

Competitor Analysis: How Senior Living Communities Need to Evaluate Online Competition

You’ve likely set goals and key performance indicators (KPI) for your digital marketing strategy. Hopefully, you’re reviewing the data and adjusting your strategy based on the results against your goals. But to truly analyze your digital marketing success, you have to compare it to the results from your market. In other words, you need to conduct competitor analysis. This involves monitoring and measuring your competitors’ digital marketing efforts as well.

Want to be a better online sleuth? Focus on these top four areas and follow our tips.

Content

Look at what types of content perform best. Which blogs have the most reads or the greatest number of likes and shares? What sort of content offers does the competition promote? What about videos? Infographics? You get the idea.

Pro tip: And speaking of ideas, keep track of content topics that your organization hasn’t been capitalizing on—yet. We’re not suggesting that you plagiarize, but we guarantee looking at your competitors’ content will get your own creative juices going.

Website Traffic

It’s easy to fall down the rabbit hole when looking at competitors’ websites and related analytics. Focus on these metrics for a solid overview of a site’s performance:

  • Overall traffic by month
  • Unique traffic
  • Main sources of traffic
  • Who is visiting
  • Time on site

Pro tip: HubSpot has an excellent (and free) online website grader that can provide this top-level intel. If you want to go deeper, SimilarWeb has free and paid subscriptions.

Search Engine Optimization (SEO)

Search engine optimization has changed dramatically in the last two decades. One of the foundational elements is keywords (although the way we approach keywords has also evolved over the years).

  • What keywords are they bidding for?
  • What keywords are they ranked for?
  • Do they have any quality backlinks?

Pro tip: SpyFu is a great tool for SEO competitor analysis. WordStream takes a deep dive into eight tools (including SpyFu).

Social Media and Ads

When it comes to social media, look beyond “vanity metrics,” such as the number of followers, since those are rarely accurate. Instead, focus on engagement, such as the number of shares and comments. This will give you a better idea about what content is resonating with people.

Pro tip: Social Media Examiner offers a great list of four free tools to help you analyze and compare.

See how you compare with your competition!

Want someone else to do the heavy lifting for you? That’s what we do!  Click HERE to schedule a free consultation!

How to Build Your 24/7/365 Senior Living Sales Team

How to Build Your 24/7/365 Senior Living Sales Team

Fifty percent of all senior living sales inquiries occur outside of regular business hours. Prospects often engage during early mornings, after work, and on weekends when full-time sales teams are not typically in the community. And keep in mind that these prospects aren’t just looking at your community; they’re likely engaging with several at the same time.

This can create challenges since studies show that the sales person who responds to the prospect first—”speed to the lead”—has the best chance of converting them. So building a 24-hour virtual sales team is a must if you want your community to remain competitive.

Sound like a daunting task? Here’s the good news: Many solutions exist to help you fill in the sales “gap” during off hours.

Website – Your 24-Hour Sales Office

Eighty-seven percent of your prospects begin their journey on your website—and it’s open 24 hours a day.

What information should you have on your site? Think about the top 10 questions that prospects ask your sales people during the inquiry process (and what resources the sales team provides) and make sure that those answers and resources are easily accessible on your website.

For example, prospects usually want to know what your community offers, so information on accommodations, amenities, activities, and care should be accessible with downloadable brochures, calendars, menus, and floor plans. Extra points for video tours and photo galleries, since most people prefer to consume information visually rather than reading a lot of copy.

Prospects also want to know about pricing, so tell them (at least the “starting at” pricing). Pricing transparency improves qualified lead conversion. People use pricing information to self-qualify—or disqualify—themselves, which will give your sales teams a better chance to work with high-conversion opportunities.

Finally, prospects want to educate themselves before they get a sales pitch, so having educational blogs, guides, and checklists to help prospects make an informed decision will go a long way in building trust.

Make sure that there are CTAs (calls to action) throughout your website to lead your visitors down a path to conversion, such as scheduling a visit, requesting a call back, or subscribing to a newsletter. Each CTA creates an opportunity to convert an anonymous visitor into a lead.

Download our eBook

for marketers looking to get the most out of inbound phone calls

See real-time, working community examples of integrating these technology solutions helped to complement existing sales team.

Marketing Automation/ Lead Nurturing

If someone called into your community or scheduled a tour, your onsite sales team would follow up, right? Marketing automation creates workflows for ongoing lead nurturing after prospects leave your website—without your community sales team doing a thing.

Even better? The most powerful marketing automation will allow you to personalize the content and messaging based on each prospect’s interests. Lead nurturing that is both automated and personal tends to have the highest conversions.

Not convinced? Well, imagine this: someone comes to your website at 10 PM on a Saturday and they request a brochure. Your sales team is not available and your prospect does not want to wait for the information. No worries! As soon as the person requests the brochure, they would receive it right from the website along with a “thank you” email that demonstrates the community team is ready to help. From a backend perspective, the person would be automatically enrolled in a lead nurturing workflow.

Then, a day or so later, they receive a second email to see if they have any questions. The second email might also include a CTA to request a call back and a second piece of content, like “how to make a decision” guide. Finally, a few days later, they receive a check-in email with encouragement to schedule a visit.

Notice how each interaction offers resources, builds trust, and encourages them to take the next action—and it’s all happening automatically in the background without your sales team needing to do anything.

Remember, 90% of your first-time website visitors are “not ready to buy”—yet. Marketing automation keeps prospects engaged, brings them back to your website, and exposes them to your brand until they are ready to move forward.

Technology that is Always On Duty

Complete your virtual sales team with these technology solutions (vetted and approved by us, Senior Living SMART):

SiteStaff humanizes your website via chat services with college-educated American hosts hired for empathy, trained in senior living sales skills, and ready to answer questions with information available in a community-specific knowledgebase.

Roobrik offers interactive assessments to match needs with solutions. Prospects spend four to five minutes answering up to 28 questions about their situation, challenges, finances, cognitive status, and readiness to embrace change. A “Care Fit” report scores each person based on urgency and then matches them to care and housing recommendations.

Marchex provides a lens into the customer journey, their experience, and sentiment. And the entire process is automated—every single call. With the data surfaced, your sales team will be able to deliver a better, branded customer experience, which will result in greater revenue performance. By understanding “breakage” in the customer journey, you can advise your staff about lost opportunities and tips for correcting them. Information gathered will help the sales team to personalize their interactions, which will give you an advantage over competitors.

And, of course, if you need help with your website or marketing automation, give us a shout!

Effective Marketing: 5 Metrics Everyone in the C-Suite Should Know

Digital Marketing for Senior Living: 5 Metrics Everyone in the C-Suite Should Know

A few years ago, Eat This, Not That! was published to provide advice on how to replace unhealthy food choices with better alternatives.

Today, we’re sharing Ask This, Not That! – a guide for VPs of marketing and the C-Suite to measure the effectiveness of their digital marketing for senior living.

We recommend focusing on five critical metrics:

1. Digital Marketing for Senior Living: Conversions, Not Traffic

Don’t be distracted by website traffic. Instead, focus on what matters: conversions. As in traffic that actually converts into customers.

Invest your budget in creating more website conversion points rather than simply increasing traffic. Here are some ideas for doing exactly that:

  • Blog more. Websites that publish new blog posts every week get 3.5 times more leads per month.
  • Create premium content such as guides, e-books, tool kits, and infographics. Gate them (put them behind a form) to increase conversions of anonymous visitors to leads.
  • Add live chat (like SiteStaff) to respond to prospects’ questions and convert chats to leads and tours.
  • Make your website experiential with interactive surveys (Roobrik), room planners (Design Floor Plans), and financial calculators.

Note: Marketing teams should be able to quantify how many leads have converted to inquiry calls (using call tracking, such as Marchex), scheduled tours, and brochure/ pricing requests.

Question to bring up during your next meeting with marketing and sales: “What are the conversion rates for each marketing channel?”

2. Digital Marketing for Senior Living: Not All Leads Are Created Equal

Asking how many leads are generated is the wrong question. A better question to ask is this: How many leads are Marketing Qualified Leads (MQLs) vs. Sales Qualified Leads (SQLs)? You should have a way of measuring both.

  • MQLs are early stage leads in research mode. They engage by reading blogs, downloading guides and brochures, and checking out pricing. Or maybe they are trying to self-qualify, but they’re not ready for a sales pitch. They want to be left alone until they are ready!
  • SQLs, on the other hand, are in the consideration and decision stages. These leads will opt into calls-to-action, such as “schedule a tour” and “speak with an advisor.” As such, it’s imperative that the sales team has immediate access to these leads.

Having technology that can apply lead scoring to quickly sort leads into MQLs and SQLs is critical in today’s competitive “speed to the lead” environment. And your marketing team should be able to provide the number of MQLs and SQLs in the pipeline.

Question to bring up during your next meeting with marketing and sales: “How do we identify MQLs vs SQLs so the sales team is working with the prospects most likely to convert?”

3. Digital Marketing for Senior Living: Nurturing the “Not Ready” Leads

Pressure on getting move-ins TODAY has created dangerous behaviors of focusing exclusively on urgent (high acuity) leads rather than building a healthy pipeline.

Each sales team member can realistically manage only about 10 active leads. So what do you think is happening with the other 200+ leads languishing in the CRM? Not much beyond maybe a few perfunctory “just checking in” follow-up calls to make an activity quota.

Marketing teams should have a strategy to keep the “not ready” leads engaged. Marketing automation (we use HubSpot) takes rote and repetitive tasks off the sales team’s plates and uses automated workflows to ensure that “not ready” leads are given resources while being exposed to your brand. Over time, this fosters trust and encourages the lead to advance to an SQL as they continue on their decision-making journey.

The best part? You can customize these strategic “drip campaigns” to each prospect based on their expressed interests and website behaviors. Links to blogs, premium content, newsletters, and event invitations keep prospects engaged until they are “ready.”

Question to bring up during your next meeting with marketing and sales: “What is our strategy to engage, nurture, and convert ‘not ready’ leads?”

4. Digital Marketing for Senior Living: Impact of Third Party Leads

The question most executives ask is “how many leads are in the CRM?” But a better question is this: “How many unique leads are in the database?”

A VP of Sales & Marketing recently told me that 80% of the leads in their CRM were generated from third party lead sources. This is important for two reasons. First, these leads averaged a 3% conversion rate. This means the sales team spends 80% of their time with low conversion opportunities. That leaves them only 20% of their time to work with leads generated from high conversion lead sources, such as friend and family referrals (35% conversion), professional referrals (40% conversion rate), and organic digital lead sources.

Second, these are shared leads – probably with five to seven of your nearest and dearest competitors. So in measuring actual lead volume, third party leads should only count as 1/5th or 1/7th of a lead. Counting third party leads as a unique lead will skew your actual lead volume and lull sales teams into a false sense of security that they have “plenty of leads” in the pipeline.

Question to bring up during your next meeting with marketing and sales: “What’s the lead percentage from each referral source category?”

5. Digital Marketing for Senior Living: It’s All About the ROI

At the end of the day, it is all about ROI. That is the difference between a marketing expense and an investment. You should be able to measure through every marketing channel—digital, paid AdWords and social campaigns, events, and traditional print, radio and TV advertising—the dollars invested and the leads generated in return.

Ideally, you should have a way to follow every lead through their journey and measure the cost per lead, cost per qualified lead, cost per tour, and cost per move-in. At Senior Living SMART, we help our clients go even further by calculating the resident lifetime value. Our clients provide the average length of stay and average rate by lifestyle for each community so we can accurately calculate the ROI of all marketing efforts.

Effective Marketing: 5 Metrics Everyone in the C-Suite Should Know

Question to bring up during your next meeting with senior living marketing and sales: “What is the ROI of each marketing campaign?”

Need help analyzing your analytics?

As a senior living marketing agency, we can help you understand the metrics that matter most. Get in touch!

How to Boost Occupancy & Lead Generation Through Inbound Marketing. Learn how we helped one client experience over 1200% ROI across 10 communities in fewer than four months! In this case study, track the growth of 10 communities using marketing automation, and view measurable results with reported ROI.

The First Conversation in Senior Living Sales

The First Conversation in Senior Living Sales

Not too long ago, the first conversation with prospects happened either over the phone with the initial discovery call or in person during an event or tour. Today, the first conversation with prospects is digital in nature. Eighty-seven percent of senior living sales start online, and providers have only seven seconds to engage prospects.

Here are five tips to increase engagement and conversions.

Tip #1: It’s Not About You.

Your prospects don’t come to your website because they want to hear your “story,” meet your team, or read your mission statement. They come because they have a compelling need or concern, many questions, and a desire to connect with helpful resources to guide their decision-making journey.

Remember, you only have seven seconds. So ask yourself how you’re going to connect, engage, and convert them to a lead. Prospects today are much more experiential in their research style. If you have relevant information, they will stay on your site. If not, they will bounce off to a competitor or third party lead aggregator site.

So make sure you put the most relevant and helpful info front and center on your most trafficked pages, particularly the home page. Include calls-to-action that will lead people to helpful resources they can download. Make sure FAQs are easily accessible in the navigation (better yet, include a Live Chat feature so you can address their questions in real-time).

Tip #2: Create Content for All Stages in The Buyer’s Journey.

Ninety percent of website visitors are not sales qualified. Prospects in the Awareness Stage are looking for basic information (e.g., What are the options? What’s included? Can I afford it?).

When they move into the Consideration Stage, they are weighing pros and cons and transitional issues (e.g., Is home or community the best setting? What will we do with all the stuff? Is the family on board? How do we broach the subject with Mom/ Dad?).

By the time prospects move into the Decision Stage, urgency replaces ambivalence and the conversation shifts to timing and location (e.g., Which community is going to be the best fit? what funding sources can we tap into? How do we make a smooth transition?).

To meet prospects where they are, your website must offer a range of content types to consume throughout the journey and multiple CTAs (calls to action) to advance leads. You’ll want to gate some content, but you should also “un-gate” some content as well. Blogs make great un-gated content (we recommend two to four original educational blog posts per month). Offering downloadable activity calendars, menus, and newsletters works well, too.

Guides, e-books, and tool kits work best for gated content (the prospect must exchange limited contact information in exchange for the valuable resource). Offering digital brochures and pricing resources are very popular with prospects and have high engagement and conversion metrics. We have found that e-newsletters are the number one tool to re-engage website visitors.

Need more help getting your website up to snuff?

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Tip #3: Make Your Website Interactive.

Websites today have to be more than online brochures. Less copy and more interactive experiences will make the website “sticky” so prospects stay longer and come back often.

Need some ideas? Live chat (not self-managed, not bots, and not foreign-based) produces high conversion rates with 40% of chats turning into leads and 20% converting to a scheduled tour. Interactive surveys (such as financial calculators) and self-guided decision tools (such as Roobrik) engage and convert anonymous website visitors into marketing- and sales-qualified leads. Interactive site maps, virtual tours, and room planners allow prospects to explore from their couch, without the drive time or sales pitch.

Tip #4 Optimize the Contact Us Form.

Prospects at each stage will respond to different CTAs, so offer them a menu of choices. Create a “pick list” with options such as the following:

  • Download a brochure
  • Check pricing
  • Join us for lunch
  • Schedule a home visit
  • Schedule a tour
  • Attend an upcoming event
  • Speak with an advisor
  • Subscribe to our newsletter and/or blog

Sales Qualified Leads (SQLs) who opt in to face-to-face or voice-to-voice interaction should immediately go to the community sales team. We recommend marketing automation to nurture early stage leads with personalized workflows. This allows sales teams to stay focused on high-conversion opportunities without the distraction of following up with leads that are not ready.

Tip #5: Attract and Convert More Leads, Tours, & Move-Ins with Essential Resources.

Below, we’ve rounded up some of our favorite resources. But you can find others in our Senior Living Marketplace.

  • Senior Living SMART – website design, marketing automation, content development
  • SiteStaff – live chat staffed by college-educated Americans trained for senior living
  • Roobrik – self-guided decision tools with low lead-acquisition costs and high conversions
  • Marchex – call tracking to measure conversion points for digital, social, and traditional channels
  • Design Floor Plans – interactive sitemaps, room planners, 2- and 3-D floor plans