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Senior Living Marketing Perspectives: Mom’s House- Connecting Families Selling their Senior Parent’s Homes with Buyers


Topics Discussed and Key Points:

  • The motivation to create Mom’s House
  • How Mom’s House’s certified home buyers save families’ time and money
  • Growing the Mom’s House network of home buyers and senior living communities

Episode Summary:

In today’s episode, Debbie speaks with Ben Rao, Co-Founder of Mom’s House, a platform which connects certified home buyers with families who are in the process of selling their senior parent’s house. Mom’s House is known today as “the nation’s largest senior home buyer network”.

At some point during Ben’s career as a real estate investor, he got connected to the founders of Family Solutions for Care, which “indoctrinated” him into the senior space. He realized through this partnership that it is a common problem among families to not have the support of an insurance company as they look to enter a care community. It so happened that Ben was also connected with a real estate investor focused on the senior space, who did over 50 transactions a year through referrals alone. The two teamed up to discuss how to fill this gap in the market, leading to the founding of Mom’s House.

Many families lack the resources and knowledge to get a house listed when it is time for their senior members to move into a care community. Hiring a real estate agent is often their only option, and even in this case it takes around four to six months to finally sell the house. That is, if the family is able to shoulder unexpected expenses and prepare for potential delays throughout those months. Mom’s House changes the game by connecting home buyers certified by the company around the country to these families. Buyers then make an offer to buy the house for cash and close the deal in less than 30 days.

Links:

Mom’s House

 

 

 

Senior Living Marketing Perspectives: Re-imagining Marketing Strategies in Senior Living with Jeannette McClennan Following COVID-19

 

Topics Discussed and Key Points:

  • How senior living providers can change their marketing strategy following the impact of COVID-19
  • Reframing the message of an industry under fire by mainstream media during the pandemic
  • Why websites should not limit their assurances regarding COVID-19 to a single page
  • Tips on using visual materials such as infographics to improve a brand’s messaging
  • Differentiating your assisted living facility from a nursing home

 

Episode Summary:

In today’s episode, Debbie speaks with Jeannette McClennan, Co-Founder and President of McClennan Masson and co-author of the book Innovators Anonymous (2018).

Asked how senior living providers can change their marketing strategy in the wake of COVID-19, Jeannette notes that universities are facing deep occupancy issues not unlike those of the senior housing industry.

There are five factors that universities are focusing on which senior living providers can adopt in order to “reimagine” the industry during these turbulent times: occupancy strategy, testing, temp checks, scientific counsel, and communications strategy. The goal is to raise the comfort level of parents as they look to bring their children onto campus, just as adult children who are finding a home for their aging parents need assurance.

Another observable connection between universities and the senior housing industry is the need to shift marketing strategies and budgets to digital. It is “an opportunity to reinvent your brand and switch up your messaging” to adapt to current challenges.

The senior living industry has gotten a bad rap lately in the media. It is important to reframe the message in a way that is authentic yet direct; comforting yet truthful. Jeannette recommends “overcommunicating in advance” to nip fear and doubt in the bud as opposed to doing damage control after the fact.

Style of communication is also key. It is important to “personalize the message down to the individual”, which is best accomplished via a storytelling format using video featuring authority figures. Jeanette recommends providing a personalized, gamified experience for them on your website to bolster familiarity and trust.

Finally, communities should involve the adult children in their messaging, not just the potential residents, in order to get everyone comfortably on board in making this critical decision.

Addressing COVID-19 should go beyond a single webpage. It requires a complete rethinking of the business’s message. “How do you express safety unique to your brand? Demonstrate it throughout your experience, including through your social presence.”

Links:

McClennan Masson

Innovators Anonymous

 

 

 

Senior Living Marketing Perspectives: Learn about SMASH- The Senior Marketing and Sales Summit

Topics Discussed and Key Points:

  • The origin of the SMASH conference
  • How SMASH has evolved over the years
  • Topics to expect at SMASH 2020
  • Lead generation, conversion, and management during and after COVID-19
  • Reimagining sales and marketing in the new normal
  • Interacting with prospects with virtual tools

 

Episode Summary:

In today’s episode, Debbie speaks with Bailey Beeken, President of Senior Care Events and the Founder of SMASH—the Senior Care Marketing and Sales Summit.

Bailey discusses the concept behind SMASH, which was established in 2013. This series of conferences brings together C-level executives in the senior living industry, “curat[ing] the best of the best in leading edge marketing and sales.”

In its first year, the conversation was around social media and other branding platforms such as websites and how they can be used to market the company. In the following year, the focus shifted towards content creation and digital advertising for driving leads to these platforms. A couple of years ago, the primary topic became data management and how to create budgets and strategies around it. This year’s conference set for October 19-21 will go into considerations and best practices in a post-COVID-19 world.

With fewer leads coming in and heavy criticism from the media during these uncertain times, Bailey acknowledges that it is time for the senior living industry to “throw out the old playbook” and lead with purpose by “spending 80% of the time nurturing the 20%”. Communities must tailor their messaging around concerns regarding health, safety, and family by producing content at a cadence that is appropriate to the current climate. “We really have to reimagine the entire prospect journey and recreate all of those in-person activities [online],” agrees Debbie.

It is important for organizations to take advantage of virtual tools to connect and strengthen their relationships with families. “People are going to have to act with urgency. It is not just about getting revenue. The first movers will win here. They will not have all the answers, but they are willing to experiment. […] We have a lot of work to do to counter the message that has been told this past year and everybody has to get onboard with that.”

 

Links:

SMASH 2020

Phone: (917) 572-1118

Email: [email protected]

Using Facebook Live in Senior Living During COVID-19

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

Increase Occupancy By Maximizing LTCi Benefit Payments

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

Mom’s House Helps Seniors Move-In Faster

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

Expand Beyond Zoom: Bigger, Better Ways to Use Video

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

5 Key Insights: Employee Engagement in Senior Living Communities

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

How COVID-19 Can Help Make Your Senior Living Sales Process Better

How COVID-19 Can Help Make Your Senior Living Sales Process Better

Editor’s note: The following senior living sales content was inspired by discussions during our COVID-19 Webinar, which you can access for free here.

COVID-19 has forced all of us to change many aspects of our personal and professional lives, and this is especially true for senior living sales pros.

But here’s the good news: The adjustments you make to your sales process right now can serve you well over the long haul. Below are just some of the adjustments to consider:

1. Senior living sales tips: Stop selling. Start helping.

You’ve likely heard this advice before, especially if you’re a regular reader of our blog and newsletter. This isn’t a new strategy, by any stretch. But now is a great time to try it, especially if you’ve been skeptical of the concept.

So what do we mean by “stop selling, start helping“? No one likes being sold to (and definitely not during a global pandemic). But people do tend to be grateful for genuine help and concern.

Whenever you speak to a “prospect,” particularly during these uncertain times, forget the word “prospect.” Don’t think “how can I move this person to the next stage in the journey?” Instead, think of the word “human” and think about how you can help this fellow human.

Begin by asking questions…

  • How are you and your family adjusting to social-distancing measures?
  • What sort of activities are you doing?
  • What do you miss most?
  • Have you watched or read anything good lately?
  • What do you need help with?
  • What supplies are your running low on?
  • How can I help/be of service to you right now?

Listen to their answers. Share your experiences as well. And if they need help with something, help them—get them answers to their questions, follow up in a meaningful way, drop off a care package at their door.

And guess what? If you build stronger relationships by making a real connection and demonstrating genuine empathy, you will naturally move people closer to a purchase decision when the time comes. And when the pandemic is over, you’ll find that most of the prospects will see you in a very different (and more positive) light. You’ll have created a much stronger and enduring bond than you ever could have done when you were in constant selling mode.

A final note on this strategy: Yes, these sorts of conversations with prospects will take longer. But you’ve got the time, right? And here’s an important tip: try having these conversations face-to-face via virtual methods.

Which brings us to our next point . . .

2. Senior living sales tips: Make an effort to move from voice-to-voice contact to (virtual) face-to-face.

In the “old” days of just a few months ago, making follow-up phone calls to prospects was the norm. And it worked fine. A phone call was more personal than an email—hearing someone’s voice and all that. But given social distancing and the isolation we’ve all found ourselves in, we’re all craving VISUAL contact right now.

You already know that seeing someone’s face (and being able to read nonverbal gestures) can be critical to the sales process. You now have the opportunity to make visual contact a regular part of your sales follow-up process.

Use apps like Zoom or Facetime to connect with prospects. This visual contact better enables you to develop a relationship with a person, rather than a prospect. It also allows the person to see YOU as a human being rather than merely a sales rep trying to sell them something.

Suggesting video calls right now isn’t a hard sell, either. People around the globe are using these modes of communication to keep in touch with family and friends, so they are poised to accept this sort of communication from businesses as well.

In fact, Axios reports that this year’s Easter and Passover celebrations forced many older Americans to take the plunge and try video conferencing, like Zoom, for the first time. And Axios also wisely notes, “Older generations are usually slow to adopt new technologies, but history shows that when they finally do learn, they’re hooked.”

3. Senior living sales tips: Include more virtual events in your overall event planning.

Why have more virtual events, especially once things have improved? Well, COVID-19 has taught all of us that how we interact with brands and companies—including how we buy from them—can and will continue to evolve.

Not every sale—even for big-ticket items, like new living quarters—has to be done in person, thanks to technology. This is true, even for senior living communities. Some of our clients are reporting to us that they’re still making sales and move-ins during this time, albeit creatively and with much less in-person contact.

And now that consumers are seeing that they don’t need as much in-person time with sales people in order to successfully purchase something, demand for virtual sales processes will likely increase.

As a result, senior living sales and marketing teams will need to get creative and offer more virtual ways to engage prospects. This will be especially true for so-called “bottom of the funnel” events, like in-person tours, open houses, and lunches.

An important caveat: We don’t think virtual events are going to replace in-person events. But including virtual events in your offerings gives people (aka, your prospects) more choices—and ultimately more control.

4. Senior living sales tips: Clean up/update your CRM—and keep it updated.

No more excuses. You have the time to clean up your CRM, so do it.

Of course, the real problem isn’t the cleanup, though; it’s maintaining a clean database by getting in the habit of logging all details after every call on a go-forward basis

Again, you have the time right now. So after every call—even the long ones—get in the habit of immediately updating the contact record in your database with notes, info on the follow-up call, and any relevant tasks. For example, if you were talking to someone who was unsure about senior hours at the area grocery stores, assign yourself a task to get a list to the person ASAP. This goes back to the “stop selling, start helping” point above.

Note: Don’t have a CRM? (Or maybe you’re thinking of making a switch?) Here are six crucial elements to consider when choosing the right CRM.

5. Senior living sales tips: Focus less on lead volume and more on conversions.

Listen, we get it. You’re in sales. You live and die by the numbers. But consider this: would you rather have a ton of leads that never convert or a smaller amount of leads with a high conversion rate?

Lead volumes are down across the board due to the pandemic—some of our clients are reporting by more than half. But our most successful clients are working the leads they have in a sensitive and empathetic manner (see point #1 above) and seeing an increase in conversions as a result.

Think about that, because it’s a powerful point. Nurture leads in a more authentic, real way, and possibly convert more of the leads you already have. That’s not a bad approach right now—or in the future when we’re (hopefully) back to normal.

Need help thinking through your sales process post COVID—and aligning it better with marketing?

We can help. We’ve been in your shoes. We understand the enormous pressures you’re facing! Let’s chat.

MORE HELPFUL TOPICS:

What Can Sales People Do If They Cannot Sell?

Tips for Creating Virtual Sales Experiences in Senior Living

Senior Living Sales Tips: Characteristics of Super Star Sales Talent

May-2020-2-blog-1-772x340-1_d23f3974ccff838272ca42a495b13497

Senior Living Marketing & Sales: It’s a Great Time to Experiment

[Editor’s note: The following senior living marketing & sales content was inspired by discussions during our COVID-19 Webinar, which you can access for free here.

So many businesses, including those in the senior living industry, have had to throw their marketing and sales playbooks out the window due to the COVID-19 pandemic.

While many people are mourning the loss of the “old ways,” we’d like to take a more optimistic view. Now is a good time to experiment and get creative, especially when it comes to senior living marketing and sales.

No, not everything you try will work for your community. But you might uncover some fresh approaches that you’ll want to adopt for the long term.

1. Virtual Tours for Effective Senior Living Sales

One of the challenges right now is figuring out how to replace or augment some of the more traditional high-touch tactics, like tours and marketing events, with other kinds of tech-supported and virtual tactics.

As an industry, we tend to rely A LOT on the personal tour and other in-person events. How often do you say things like “Schedule a tour, come to an event, join us for lunch”? It’s easy to make those offers, because senior living sales reps see them as easy ways to engage with people. But have you ever considered if these things are what perspectives want to do? Now is a great time to test whether virtual tours (and other virtual events) can be just as effective as in-person tours and events.

Note: when we say virtual tours, we don’t simply mean those slick, professionally shot videos, either. You probably already have some sort of virtual tour on your site (if you don’t, you should, regardless of  COVID-19). We’re talking about taking virtual tours to the next level.

For example, maybe the director of dining services uses his/her phone to record a message and a walk through the kitchen as the team is preparing dinner. Show that well-stocked pantry, introduce people to the sous chef, show the staff plating the food. You get the idea.

Don’t worry about an occasional shaky video—people know the difference between slick and highly produced videos and off-the-cuff authentic ones. Which ones are going to be more believable or have the biggest impact?

Lather, rinse, repeat. Do the same sort of video tours with activities, with the facilities team, with the director of nursing, etc.

  • PRO TIP: We recommend Heart Legacy to create these sorts of brand experiences. Note: if you have a library of compelling pictures from your community—for example, all of the architecture/buildings—you can create a video tour out of the photography.

2. Facebook Live.

People are glued to their devices right now and incredibly active on social media, Facebook in particular (Facebook has seen its already-high usage soar since the start of the pandemic).

Facebook Live events are great ways to create “must-see” TV. The best part? You can repurpose this content and share via other social channels, embed on your website, and share in emails.

3. Video conferencing check-in calls with prospects.

Doing video calls right now isn’t a hard sell, either. People around the globe are using these modes of communication to keep in touch with family and friends, so they are poised to accept this sort of communication from businesses as well.

Encourage the sales team to do these sorts of calls with prospects and to focus on helping, not selling.

  • PRO TIP: Zoom is a popular and budget-friendly app. Skype works, too, as does Facetime.

4. Live chats hosted by real humans, not a bot.

If someone comes to your website with a question or concern, but they’re NOT ready for a phone call, a true “live chat” with a real human, not a bot, can be a great option.

Why not use a bot? Well, a bot can answer a question, but they can’t empathize. They can’t offer the all-important human touch.

  • PRO TIP: SiteStaff is our very favorite chat company hosted by college educated Americans who were hired for their empathy. We train them on senior living discovery skills.

5. Interactive tools/surveys.

Sales reps love engaging with people in person during tours or lunches, but that’s not necessarily what all prospects want or need. Interactive tools and surveys (and other apps) provide a way to engage while delivering what a prospect might need in that moment.

So a senior living sales rep could send an email to a prospect saying, “I’ve really been thinking about you, and I know that you’re struggling to know if senior living is right for you or if it’s the right time to make the move. Here’s a link to an insightful interactive survey that really dives deep and helps people understand what’s best for them and their situation. There’s no obligation and it’s free to use. Give it a try and see what it says. Happy to discuss your results with you if that helps.”

The other nice thing about interactive tools/surveys is that they help create a “sticky” website (meaning people hang out on the site longer), and they provide another opportunity to convert anonymous website visitors into leads you can nurture.

  • PRO TIP: Roobrik is our go-to for awesome, insightful surveys.

6. Senior Living Marketing Automation

Marketing automation will allow you to nurture leads in a way that’s meaningful to the prospect.

For example, let’s say the prospect has been interacting with a tool/survey on the memory care page. You can automatically follow up with helpful info, such as an article, related to memory care. On the other hand, if they download a financial guide, they’re going to get very different nurturing. In this case, the message should reassure and provide information regarding how affordable senior living can be.

And when we use the word “automated,” we mean exactly that: the system will automatically trigger a series of emails based on the actions a person takes on the site.

Give prospects lots of opportunities to choose how they want to engage with you (so a mix of chat, guides, surveys, etc.). And once they submit a form—meaning once they “opt in” based on their comfort level and where they are in their journey—then marketing automation takes over and nurtures them, encourages them, builds trust, and gives them more resources that are relevant to what they’ve expressed interest in. Over time, the nurturing will move them into a sales qualified interaction of a phone call or a tour or a virtual tour.

  • Pro Tip: We highly recommend HubSpot (we’re a HubSpot certified partner) for marketing automation.

Need help trying new ideas? We’re the app for that! :)

Seriously, we’ve been in your shoes, and we can help. We keep our eyes on the latest and greatest technology. This gives us a sense of if and how it could work for the senior living industry. Get in touch and let’s talk about how we can help.