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How to Create a Great Brand Experience for Residents

How to Create a Great Brand Experience for Residents

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It’s easy to think the senior living marketing team’s job ends once a prospect becomes a resident. But consider this sobering stat: According to the Massachusetts Executive Office of Elder Affairs’ 2023 Annual Aggregated Data Report for Assisted Living Residencies, 17% of residents who moved out did so within just ninety days of moving in.

And while that data reflects one state, we’ve heard similar stories from clients across the country.

Early move-outs are more than just frustrating—they’re disruptive to occupancy, revenue, and reputation. Preventing them starts with one essential strategy: delivering an exceptional brand experience that turns residents into raving fans.

Why create a great brand experience?

When you create a standout brand experience, you lay the groundwork for long-term satisfaction, glowing reviews, and referral-rich word of mouth.

Just ask Megan Longley, VP of Sales at ACTS Retirement-Life Communities, who shared during a recent panel that 50% of ACTS’ move-ins come from resident and family referrals.

Their secret? An intentional approach that focuses on consistently surprising and delighting new residents, and a formal referral program that taps into the enthusiasm of those happy residents and families.

At Senior Living SMART, we call this the “delight” stage—the critical window of time when you go beyond simply welcoming new residents and instead create a warm, memorable experience that builds lasting loyalty.

How to create a brand experience that delights residents and their families

Creating an exceptional brand experience begins before the new resident moves in. It requires careful planning, empathy, and a well-executed strategy.

Every transition point—from the initial deposit to the first month in the community—presents an opportunity to build trust and a sense of belonging.

Upon deposit, set the stage for a smooth transition.

The moment a resident makes a financial commitment is a pivotal point in their journey. It should feel seamless, not stressful.

  • Make it easy to pay. Many people don’t carry checkbooks anymore, so don’t force prospects to leave and return with a check, which only gives them time to reconsider. To eliminate unnecessary roadblocks, offer digital payment options.
  • Digitize paperwork. No one wants to take home a stack of forms to fill out manually. A digital process makes it easier for multiple family members to collaborate and stay organized.
  • Coordinate logistics. As soon as the prospect makes the deposit, families start thinking about all the work ahead, like downsizing, selling a home, and finding movers. Reduce stress by providing resources and partnerships. Consider working with a professional relocation service to guide families through the process. (We recommend LivNow.)

PRO TIP: If your senior living community offers relocation services, do the following:

  • Create a dedicated landing page on your site about the relocation services. Ideally, make it available and visible in the top-level navigation. Discuss how this service can benefit your future residents. Share testimonials from residents who’ve used the services. If the service doesn’t cost the resident anything, be sure to highlight this point.
  • Promote the services in all pre-tour communications. For example, when someone schedules a tour online, the thank-you page and the auto-responder email should highlight this service and explain how people can contact a counselor for a free consultation.
  • Highlight the service in all post-tour communications. Remind people about this service and make it easy for someone to contact a relocation counselor.
  • Make virtual intros. If the salesperson senses a once-hot lead is getting cold feet, they should take the initiative and make a virtual introduction between the prospect and a relocation counselor.
  • Promote the service throughout the community’s website, social media platforms, and marketing events. Again, if moving is one of the biggest barriers to entry, break down this barrier.

Formally transfer the relationship from sales to operations.

The salesperson has spent weeks, sometimes months, building rapport and trust and knows the future resident’s hopes, interests, and life story. If this information isn’t transferred to the rest of the community’s key team members, that personal connection is lost, and the transition can feel cold and impersonal.

  • Create a new resident profile. Pull notes from the CRM and supplement with a resident life history survey. Mining social media for additional personal insights can help staff make meaningful connections early on.
  • Host a transition meeting. Gather department heads and team leaders to share details about the new resident, ensuring everyone is prepared to create a warm welcome.
  • Develop a personalized transition plan. Identify residents with similar interests or backgrounds who can serve as buddies. Schedule introductory activities that align with the new resident’s hobbies. Maintain their daily routines as much as possible.
  • Introduce staff in advance. Provide families with a directory of key team members, including photos and contact information. Some communities even create playing cards with employee faces, names, and fun facts to make introductions easier.

Plan a memorable move-in day.

Move-in day can be overwhelming. Whether a planned transition or a sudden move, the experience should be well-coordinated to minimize stress.

  • Personalize the welcome. Engage the resident welcome committee to prepare for the new arrival. Share relevant background information so they can create a thoughtful orientation plan. A personal note from a current resident can go a long way in making a newcomer feel expected and valued.
  • Create move-in day checklists. Give each department in your senior living community an internal checklist to make sure they are ready for the new resident. For example, the apartment readiness checklist, dining/meal plan checklist, activities checklist, etc.
  • Develop move-in day protocols. Examples include leaving a welcome basket on the kitchen counter, providing a welcome packet in people’s apartments with helpful info, issuing a resident handbook, or assigning a resident from the welcome committee to be the new resident’s go-to person during the first few weeks.
  • Make the arrival special. Some communities roll out the red carpet, while others place a ribbon across the apartment door for the resident to cut. Personalized wreaths and welcome signs on the door create an instant sense of belonging.
  • Assign a staff member to assist the family. Designate a team member to stay with the resident and their family throughout the move-in process—helping them settle in, answering questions, and providing escorts to meals or activities.
  • Offer hospitality. A stocked fridge, snacks, and a goody basket with necessities (paper goods, hand soap, etc.) can make the transition smoother. Encourage the family to stay for a meal in the dining room to start integrating into the community.

Foster connection and engagement during the first week.

The first week is all about relationships. Residents need to feel comfortable with both staff and fellow residents.

  • Schedule personal meet-and-greets. Staff should take time to introduce themselves personally and explain their roles. Create an internal orientation checklist so each department knows what to cover.
  • Empower the resident welcome committee. Assign experienced residents to check in with newcomers, invite them to meals, and help them navigate community life.
  • Overcommunicate with families. Send updates and photos showing them engaging with staff and fellow residents. Address concerns immediately to avoid minor issues snowballing into bigger problems.

Focus on creating a sense of belonging during the first month.

The first month sets the tone for a resident’s long-term satisfaction. Boomers, in particular, aren’t looking for a passive retirement. They want to stay socially, physically, and mentally engaged, which means communities must go beyond bingo and crafts to offer experiences that align with their interests.

  • Automate surprises and special treats. Schedule weekly surprises like gift certificates for the salon, dining passes for family visits, or a small bouquet of flowers on day thirty to celebrate their first month.
  • Create opportunities for social integration. Set up a community dining table where new residents can meet others in a structured setting. Develop a digital directory or app where residents can find others with similar interests, browse the activity calendar, and submit service requests.
  • Monitor progress. Use daily stand-up meetings to track how new residents are adjusting. Are they attending activities? Are they making connections? Is their family expressing concerns? Small course corrections can prevent larger issues down the road.

Great brand experiences don’t just happen.

Creating a positive brand experience for new residents isn’t just about making a good first impression. It’s about laying the foundation for long-term satisfaction, referrals, and retention. Need help developing a brand experience that turns your residents into raving fans? Get in touch, and let us help.

Tips for Managing a Waitlist

5 Tips for Managing Senior Living Waitlists

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Having a waitlist for your senior living community might sound like a good problem to have—and generally speaking, it is. But having a waiting list doesn’t mean you should forget about marketing to people on it.

After all, people on waitlists could change their minds, especially if they lose sight of what made them so excited about your community in the first place. Or they could choose a competitor since many prospects get on multiple waitlists at the same time.

If you’re not careful, that once-robust list of eager prospects could tank at the worst possible time—when you need to boost occupancy.

Below, we discuss five tips for how to manage a waiting list for your senior living community.

1. Create a club for future residents.

Just because someone is on your waitlist doesn’t mean they should feel like they’re in limbo. One effective strategy is to invite them into a special “Future Residents Club.” This club can offer exclusive perks designed to build connections and excitement while people wait.

For example, you could provide day passes to the fitness center and pool or offer complimentary meals in the community’s restaurant.

Over time, these experiences will help future residents feel a sense of ownership and belonging, making their eventual move-in feel like a natural next step rather than a major leap.

2. Give future residents early online access.

Debbie Howard, Senior Living SMART’s CEO, and Megan Longley, VP of Sales at ACTS Retirement-Life Communities, appeared on a panel at a recent Senior Housing News Sales and Marketing Conference.

Longley mentioned that at ACTS, future residents don’t wait until they move in to access their online portal. They start using it early in the process.

This is a brilliant idea!

By digitizing essential documents like health screening forms, handbooks, and activity calendars and loading them into an online portal, the community allows new residents to chip away at the “to-dos” in advance. It turns the logistics into a low-stress, step-by-step process instead of a last-minute scramble, and it helps future residents remain committed to their choice.

This early access also doubles as an onboarding tool. Future residents begin to see themselves as part of the community. By the time move-in day arrives, they’re not just showing up. They’re stepping into something they already feel connected to.

3. Use interest-based groups to build brand affinity.

Another creative way to keep waitlist members engaged is by organizing them into micro-interest groups. These aren’t just social clubs—they’re strategic tools to build loyalty and connection. Think about a men’s group that meets monthly for cards or coffee, or a book club that includes both current and future residents. These shared experiences spark genuine relationships and meaningful ties to your brand.

Some communities even design waitlist-exclusive activities around these groups, giving future residents something to look forward to while reinforcing that they’ve made the right decision.

4. Build excitement and trust with construction updates.

For new communities still under construction, keeping future residents engaged is just as important as securing deposits. The most effective way? Consistent, honest communication. Whether it’s a quick text message with a weather-related delay or a longer email with design renderings and timeline adjustments, ongoing updates help people stay connected and confident in their decisions.

Bonus points if you give people opportunities to participate. Some communities allow future residents to vote on finishes or choose preferred color schemes. These are small decisions that make a big impact on an emotional investment. When people feel like they’re part of the process, they’re more likely to stay excited—even if the wait gets longer.

Another great strategy is to create a private Facebook group just for depositors or waitlist members. Use it to share behind-the-scenes photos, video walk-throughs, and essential updates. You can also use it to answer questions, address concerns, and gauge how people are feeling as timelines evolve. A little communication goes a long way.

5. Use special events to remind people why they wanted to be added to the waitlist in the first place.

Tours are important, but they only tell part of the story. Special events give future residents a chance to see your community’s real energy and personality. From live music and wine tastings to holiday-themed parties and hobby expos, these events show that life here is active, joyful, and full of opportunities to connect.

Events also highlight something the best brochures can’t capture: participation. When waitlist members see how many residents show up and how much fun they’re having, it helps them picture themselves in the mix. Hosting seasonal or themed events that are open to future residents can give them that spark of “I can’t wait to be part of this.”

Need help keeping your waitlist engaged?

Our team can help you figure out a strategy that works for your community. Get in touch, and let’s chat.

How to Write a Great Senior Living Blog Post

How to Write a Great Senior Living Blog Post

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This blog was originally published on 3/6/2020 and updated on 4/21/2025

We’ve discussed why all senior living websites should have a blog. Now, let’s talk about the anatomy of a great senior living blog post.

1. Always use subject matter experts.

We can’t stress this point enough: If you want blog content that stands a chance at ranking and converting amidst the glut of AI slop, interview subject matter experts (SMEs) in your community.

Remember, no other community has your activities director, head chef, nursing staff, etc. And AI doesn’t have access to these people or their insights, either. So, talk to your SMEs to make your content stand out.

Keep things organized and moving forward by creating an editorial calendar. It doesn’t need to be fancy, either. Add a working title (one that’s compelling and that includes a keyword phrase you’re targeting), any relevant notes, the due date, and the assigned writer.

Need ideas for topics? Turn to…

  • FAQs. Think about the common questions people ask your sales team and/or the questions you get on Live Chat.
  • Your competitors. Are they covering any topics you’ve overlooked? We’re not suggesting plagiarizing—the content you write should always be original—but you can certainly go to other sites for inspiration.
  • Senior-focused publications. Both online and in print. Again, think inspiration.
  • Your staff. And not just marketing and sales, either. Ask everyone—operations, dining, activities, and so forth—about topics they think would be important to cover. (Again, use these folks as subject matter experts and/or as guest contributors.)
  • Analytics. Google Analytics and Google Ads reveal keyword phrases that are bringing people to your site. Could any of those keyword phrases become additional blog content?
  • Keyword tools, such as SEMrush and Ahrefs, can provide excellent insights and ideas.

2. Focus on a keyword phrase (but don’t be spammy about it).

Again, always write for humans first, search engines second. You’ll find lots of advice online about where to place keyword phrases and how many times to use each phrase, but the truth is that no one knows what goes into Google’s algorithm.

Yes, it makes sense to use the keyword phrase in the title tag since that cues Google—and readers—what the blog post is about. And it makes sense to use it in your compelling headline. From there, just use the phrase—and various synonyms—naturally in your blog post.

Note: Google does tend to like an organized format, so if you can use the keyword phrase (naturally) in sub-headlines and bulleted/numbered lists, go for it.

3. Understand search intent and create blog posts accordingly.

We’re in the age of AI, which includes AI Overviews. When people conduct informational searches, they often don’t need to leave the search engine results page (SERP) because the answer to their query pops up in the AI Overview or another highly visible element, like the “People Also Ask” boxes.

Before we entered this era, a thorough informational blog post had a better chance of showing up on the SERP and getting clicks.

But times have changed.

That said, we’re not suggesting that you should stop writing informational blog posts. It’s still a smart strategy to include them in the mix. Optimize and format them for maximum visibility on the SERPs.

However, another item to consider adding to the mix is more “bottom of the funnel” blog content. We’re talking about content that focuses on keyword phrases with commercial search intent, meaning someone is much farther down the sales funnel.

Yes, this is a departure from the way businesses have been blogging for the last twenty years.

In the “old” days of business blogging, we were told that blog posts should be strictly informational and geared toward the top of the funnel. But that strategy is tough in the era if AI Overviews and the “zero-click search” world we find ourselves in.

Instead, write a blog post around a lower-volume search phrase with commercial intent that discusses your community as a potential option/solution.

For example, let’s say you have an award-winning community in Lakeland, Florida. Consider these keyword phrases:

  • Average monthly cost for senior living: 590 monthly searches, informational search intent
  • Best senior living communities in Florida: 30 monthly searches, commercial search intent

The first keyword phrase has informational intent. The searcher wants info on average costs. Maybe they’re just starting to consider senior living for themselves or a parent. Or maybe it’s simply a general curiosity. AI Overviews and industry associations dominate the SERP and will give the searcher a quick answer.

This doesn’t mean you should ignore the question. You could address it on an FAQs page or in a guide. But writing a blog post around it? Probably not the best use of your marketing budget.

The intent of the second keyword phrase is commercial. Think about someone who plugs that phrase into Google. They’re curious about “the best” — and not just the best anywhere, but in Florida. Money may or may not be a factor. When someone wants “the best,” they often don’t care how much it costs.

You could create an in-depth blog post highlighting some award-winning communities in Florida, including yours. And you could discuss what makes your community even better than the other “winners.”

Yes, it would be a bit more self-serving and even promotional. But the search intent indicates the searcher WANTS to know what the best community is and would be open to reading all the reasons yours is.

4. Mind your grammar, spelling, and punctuation!

This matters to readers AND Google. (Google is wicked smart.) Nothing can torpedo a great topic like lousy mechanics.

If the person writing the blog post isn’t a writer by trade, that’s OK—just make sure you have someone with writing/editing chops who can review the work before it goes live.

HINT: AI tools, like ChatGPT, are great at providing feedback on blog posts. Here’s an example prompt, playing off the keyword phrase we discussed earlier: “You’re looking for info on the best senior living communities in Florida. You’ve just read this blog post. What info is lacking and where could the blog post be stronger, more compelling, and more convincing?”

5. Watch your tone.

Your blog is a great place to be friendly and conversational. And yes, you can still be those two things while also being professional.

Avoid “stiff” writing. It’s OK to use contractions, end sentences with prepositions, start sentences with “and” or “but,” and write fragments, all of which will help support a friendly, approachable, conversational tone. (Read more about style and tone here.)

HINT: You can ask ChatGPT to provide feedback on your blog post’s tone, style, and readability. Here’s how the prompt might look: “Please review this blog post, which is written for women with adult parents in need of assisted living. The tone should be empathetic and helpful. Please evaluate the post’s readability, including specific suggestions on where we can improve the copy.”

6. Write about those things that no one else wants to talk about.

OK, this tip isn’t for every senior living community, but if you truly want your community to stand out in the sea of sameness, then this could be a good differentiator.

Talk about hard things, but in a friendly, approachable way. Example: Tips to Prevent UTIs for Healthier Bladders.

Or how about this: Sex After 70 – It’s Good For You! You get the idea. These aren’t the sorts of topics you’ll see on many other senior living community blogs, but they ARE the types of topics that—if done right—can help your community stand out in a good way.

7. Consider hiring a professional writer.

So, here’s the thing: lots of people can write, even though they don’t wear the label “professional writer.” As long as the mechanics are sound (see point #4 above), it’s good to have a variety of voices and styles on your blog. So you might not need a professional writer, provided you have a solid marketing person who can lead the efforts and proofread/revise posts as needed.

That said, if you don’t have a person like this available on staff (and not all communities do), then yes—it does make sense to hire a professional writer.

But hiring a pro doesn’t mean you should get lazy about having original content. You should make sure the writer has access to “people on the ground” (in other words, the subject matter experts in your community). Otherwise, you can expect generic content that readers can find anywhere (like “5 chair exercises for seniors”).

8. Tell people what they should do when they get to the end.

When people get to the end of the blog post, tell them what to do. This is called the call to action or CTA. It might be links to related content, an invitation to subscribe to the blog, or a download. Bottom line: Engage them further. They got to the end of your blog post, after all, so you have their attention.

You can also experiment with providing CTAs throughout the content. Just make sure these CTAs don’t distract people. You can determine this through your website and blog analytics by seeing how long people stay on the page or even if they get to the bottom of the page.

Speaking of analytics . . .

9. Measure results.

The goal is to write content that attracts the right prospects to your site. Analytics can tell you if your content is doing exactly that. Study the blog posts that convert. What about them is driving conversions?

That’s another good task for ChatGPT: See if it can tease out themes or reasons for high-converting blog content. Then, based on that analysis, ask it to suggest blog content that might get similar results.

At the same time, pay attention to lower-performing blog posts. What can you do to improve performance? Focus on a different keyword phrase? Go longer? Reformat? (Again, ask ChatGPT to analyze.)

It takes less time and money to fix/tweak existing content than it does to create new stuff, so you might as well spend the time getting ALL content to hum.

Experiment with page titles, try tweaking/revising sections, re-format, add different CTAs, and so forth. If you substantially change a blog post, add a note somewhere that says “Updated on THIS DATE” and consider republishing it to gain some traction.

And don’t forget to resubmit the URL to Google Search Console so that Google can recrawl the page and serve it up in relevant searches.

10. Lather, rinse, repeat (aka: do more of what works).

Blogging is a long-game. Do more of what works, tweak and improve what’s lagging, and keep an open mind when it comes to trying something new and different.

Need help with blogging?

We have writers, editors, and strategists available for short-term or longer-term contracts. Choose what works for your situation. Let’s chat about it.

senior living podcast, microphone

Our Senior Living Podcast: The Boss’s Favorite Episodes

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Did you know we have a popular senior living podcast called Senior Living Marketing Perspectives? Hosted by our CEO, Debbie Howard, the podcast covers a variety of senior living marketing topics about strategy, technology, and innovation in senior living.

We recently wrapped up our first season, so we asked Debbie to choose some of her favorite episodes. Here are her picks.

Senior Living Podcast Spotlight: A Treasure Trove of Inbound Marketing Best Practices

Are you a HubSpot or inbound marketing junkie? Or maybe you’re new to both terms/concepts? Either way, this episode is for you. Debbie speaks with Dan Tyre, a speaker, blogger, mentor, and coach for those who want to harness the power of inbound marketing to improve their bottom line. Dan joined HubSpot as a member of the original team in 2007 and currently serves as the company’s sales director.

Listen in as Dan unleashes a treasure trove of best practices for today’s inbound marketer, including how to define your persona, qualify prospects, and create an effective sales funnel.

Listen to the complete podcast with Debbie and Dan.

Senior Living Podcast: Creating an Effective Sales Culture in Senior Living during Covid-19

Yes, we’re finally emerging from the pandemic, but we’re going to feel its effects for some time. In this episode, Debbie talks to Mike Miller, President and CEO of Primo Solutions and the author of Selling at Combat Speed and Stop Selling & Start Caring.

In terms of selling during times of uncertainty, Mike says that we have no choice but to “make a difference on the phone.” Even today, it is still possible to increase your conversion rate via deliberate, creative, and empathetic selling. It starts with reducing your marketing spend and putting more focus on training your staff to work with existing leads.

Listen to the complete podcast with Debbie and Mike.

Senior Living Podcast Spotlight: Evaluating Your Digital Presence

Here’s the dirty secret about digital marketing: You’re never done. You need to constantly monitor it—and make adjustments based on what the analytics tell you.

In this episode, Debbie discusses all things digital with Andy Crestodina, co-founder and Chief Marketing Officer at Orbit Media, an award-winning 38-person digital agency in Chicago. They chat about how to manage your community’s online reputation, when to update your site, and how to differentiate yourself with intentional copy.

Listen to the complete podcast with Debbie and Andy.

Senior Living Podcast Spotlight: The Science of Conversions and Optimization

All the time and money you spend optimizing your website doesn’t matter if the optimization efforts don’t result in conversions, right? In this episode, Debbie chats with Brian Massey, Managing Partner at Conversion Sciences, a data-driven conversion optimization agency that seeks to “find those impulses to act that are hidden in your site.” 

Brian discusses gems like bounce rate, content strategy, and conversion optimization. This is a great episode to listen to if you want to turn your website into a lead-conversion machine.

Listen to the complete podcast with Debbie and Brian.

Senior Living Podcast Spotlight: Business, Sales, and Marketing Advice

In this episode, Debbie chats with Doug Davidoff, Founder and CEO at Imagine Business Development, a management consulting firm that has worked with over 1500 small and mid-market businesses. Doug is all about offering strategies that help reduce friction between buyers and sellers—something senior living sales reps could definitely use help with. 

Doug says, “Your job is not to sell the community. Your job is to help somebody make a good decision about where they should spend their senior years.” With sales and marketing working in tandem, operating by the principles of empathy, the entire process becomes smoother. As Doug says, “The single best thing a company can do to increase sales is to make it easier for someone to buy.”

Listen to the complete podcast with Debbie and Doug.

Senior Living Podcast Spotlight: Adopting New Technology to Promote Well-Being

This episode features Hollie Kemp, Chief Operating Officer at Sagely, a Honolulu-based IT company that “marries the power of software, data, and the human element to empower caregivers, elders, and their families to improve elders’ well-being.” 

Using technology to boost engagement with seniors has been an incredibly popular topic this past year, thanks to the pandemic. What we love about Hollie’s perspective is that she doesn’t see technology as a replacement for people within the senior living industry. Hollie says, “I still think we’re a human business. Technology just enables the human to do their job better.” 

We couldn’t agree more! We always remind our clients that whenever we recommend any sort of technology, from marketing automation to Facebook Live, the goal is to enhance the human-to-human interactions, not replace them.

Listen to the complete podcast with Debbie and Hollie.

Senior Living Podcast Spotlight: Welcome Home – A CRM Platform Designed Specifically for Senior Housing and Care

If you’ve been on the hunt for a senior living CRM, Welcome Home is a great option. In this episode, Debbie talks to the founder of Welcome Home, John Lariccia, who designed the platform specifically for senior housing and care.

John developed Welcome Home because traditional CRM technologies did not adequately account for the complexities of the human element of closing sales that is especially important in senior living.

One of the best things about this CRM? No wasted functionality. Teams use all of it. The CRM is also incredibly intuitive (which saves on training costs).

Listen to the complete podcast with Debbie and John.

Senior Living Podcast Spotlight: Today’s Prospects Have a Greater Sense of Urgency About Their Senior Living Options

Too many senior living websites are nothing more than online brochures. But an interactive survey tool called Roobrik aims to engage website visitors while gaining data on them that helps Roobrik provide even more valuable info—info that will empower visitors to make the best decisions for their situation.

In this episode, Debbie chats with Nate O’Keefe, Founder and CEO of Roobrik, about the effectiveness of gathering data and building trust via anonymous “conversational assessments” and how the pandemic has affected people’s decision-making when it comes to senior living.

Listen to the complete podcast with Debbie and Nate.

Senior Living Podcast Spotlight: A Down-to-Earth Chat with Elder Resource Benefits Consulting

This is SUCH an important topic for senior living sales teams to be aware of—but more than that, it’s a great resource to have prospective residents and families listen to.

In a nutshell, Debbie talks with Patty Servaes, a VA-accredited agent and the founder of Elder Resource Benefits Consulting. ERBC was founded in 2005 to help seniors navigate different benefits that are available to them. Its specialty is the VA’s Basic Pension with Aid and Attendance Benefits. The company focuses on veterans getting the VA’s Pension Benefit as quickly as possible as soon as they are eligible for it. Definitely an episode to bookmark and share with seniors and their families, as needed.

Listen to the complete podcast with Debbie and Patty.

Browse all of our senior living podcasts.

The episodes above are just a sampling from this season. To learn more about all the episodes, download our guide, which includes notes on each podcast and links to episodes, speakers, and more.

Download Guide Subscribe to Podcast

 

Turning the corner on COVID-19

Senior Living Marketing: How to Position Your Community Post-COVID

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If there’s one thing COVID taught us, it’s this: the senior living industry still has a lot to do when it comes to effectively marketing itself.  How many times did the media and consumers use the words “senior living” and “nursing homes” interchangeably?

The answer: TOO OFTEN.

Collectively, we all need to do a better job communicating the differences between these terms. We also need to get better at communicating the many benefits the senior lifestyle provides in general, and especially during a pandemic).

So, as you plan your content and senior living marketing for the next 6-12 months, remember the following key messages. Adjust, as needed, for your senior living community.

Important Senior Living Marketing Messages to Promote:

Message #1: Senior living is a great lifestyle.

Capture and share the “great lifestyle” aspect of your community through pictures and videos and share, share, share.

Some ideas:

  • Residents working out in the fitness center or partaking in a class, like yoga
  • Seniors enjoying the pool
  • Residents enjoying happy hour at the pub
  • Seniors enjoying the comfort of their spacious apartment/residence—show them reading, doing a puzzle, reading, knitting

Message #2: A senior living community is very different from a nursing home.

You need to contrast senior living with nursing homes. Keep it straightforward and high level. Plus, focus on the key differences that matter most to people.

Here’s some copy to work from…

Senior living is an enriching lifestyle for older adults. The lifestyle encompasses the following:

  • Active lifestyle communities
  • 55+ communities
  • Independent living
  • Retirement communities (and all of its synonyms)
  • Assisted living (sometimes with or without a Memory Care “neighborhood”)

Nursing homes, on the other hand, provide skilled 24/7 nursing care in a residential setting for elderly or disabled people. Senior living communities don’t provide 24/7 skilled nursing care.

While senior living communities weren’t spared from COVID-19, the incidence in senior living communities was typically much lower than in nursing homes. The main reason for this? Nursing home residents often live in tighter quarters with roommates. Plus, nearly half are 85 or older.

Message #3: “My senior living community made me feel safe during the pandemic.”

Gather testimonials from residents, their family members, and your staff about what daily life was like during the pandemic.

Make sure your testimonials cover the following themes, specifically how…

  • Residents always had plenty of food/healthy meals
  • No one had to worry about prescription refills/pickups
  • The community’s industrial supply chain was strong—no shortage of toilet paper or cleaning supplies!
  • Family members could rest easy knowing that mom or dad was safe and taken care of
  • The staff felt supported, cared for, and valued by the community’s leadership and residents

Message #4: Here’s what COVID-19 taught our senior living community.

You can’t shy away from this issue, so use this opportunity to transparently share how your community dealt with COVID-19.

No one is expecting perfection. In fact, many people would be rightfully skeptical if they heard such a message. If you had some cases, or even an outbreak, talk about it. (Remember, nothing is legally prohibiting you from talking about raw numbers in a general way.)

If your numbers were low, you can promote that fact, but don’t get cocky and gloat. If you had higher numbers than you would have liked, stress what your community learned from this reality. Talk about improvements. Discuss the protocol if there’s a second wave.

Most importantly, keep your COVID-19 resource center easily accessible on your website for the next 12-18 months. Keep it updated. You should have an FAQ section or page. Regularly add answers to the most common questions you hear. Listen closely to residents, families, prospects, and staff—ask them what questions they have.

Share these key messages regularly across various channels, including…

  • Social media
  • Key website pages (home, contact, COVID-19 resource page, schedule a tour landing page)
  • Blog posts
  • Local newspaper ads
  • Quick guides/brochures (e.g., “X Reasons Why Our Senior Living Community is a GREAT Lifestyle Choice—Even During a Global Pandemic”)

Need help fine tuning your senior living community’s messaging—especially as you emerge from lockdown? Let’s talk.

As a senior living marketing agency, we focus only on the senior living industry. We have decades of experience working in the industry as well, on the operator side. We know your struggles  and what keeps you up at night. And we also know your “buyers” and how to effectively communicate with them, even during a pandemic.

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

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

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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

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[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.

Hands holding globe isolated on black background. COVID 19 or ecological disaster concept

Marketing During a Pandemic: How to Adjust Your Community’s Messaging

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[Editor’s note: The following content was inspired by discussions during our senior living marketing webinar about the pandemic, which you can access for free here.]

Due to COVID-19 and the 24/7 news cycle, all eyes are on senior living communities, for better or worse.

In a recent article, we talked about how your community can use Facebook Live to help combat negative perceptions. Now, let’s have a deeper conversation about marketing during a pandemic.

In particular, let’s discuss how the senior living marketing team should re-frame your messaging during these unprecedented times.

1. Go longer and deeper with your messaging when marketing during a pandemic.

When it comes to effective content marketing for senior living communities, we usually advocate succinct, punchy copy. Right now, however, most people are stuck at home (whether they’re working or not), so you’re going to have a captive audience like never before. This means you can go longer and more in depth because people 1) are craving detailed info and 2) they have the time to read, watch, listen.

So what do we mean by going deeper? Don’t forget, you live and breathe the senior living industry every day, so everything is second nature to you, right? But for those on the outside looking in, they don’t know all the details. And thanks to the current media spotlight, people are curious. So educate them. Get into the fine details, the inner workings, the “inside baseball” stories, as we like to say.

Inside baseball is a metaphor for the minutiae—the detailed inner workings of a system that are usually only interesting to insiders and aficionados. Right now, many people are interested in the inner workings of senior living communities, such as how cleaning/disinfecting is done and who determines the daily menus.

Your content could be a series of “How We Do X” blog posts:

  • How We Clean During a Pandemic
  • How We Handle Social Distancing in Our Community
  • What Goes Into Creating a Daily Menu
  • How We Source Local Ingredients

You get the idea.

2. Talk about those “boring” topics you never would normally discuss in senior living marketing materials.

For example, who ever thought a topic like “senior living community supply chains” would be a must-read topic, yet here we are!

Right now, everybody’s focused on their own personal supply chain management. If you can show the differences between institutional supply chain management and your personal household management around toilet paper, eggs, and sanitizer, that will be a GREAT service to people.

How to accomplish this? Well, do something educational and reassuring by taking people “behind the scenes” via a Facebook Live video and bring them into the kitchen and supply closets and show an abundance of food and supplies like toilet paper—it’s not a direct sales message, but it certainly is a comforting one. People can “see” for themselves and think, “Mom will be OK. They have supplies, they have folks who are cleaning, and they have the infrastructure already built right in.”

No, this isn’t something that you would ever put in a marketing brochure—”Hey, when you choose our senior living community, you’ll always have toilet paper!” But right now, this is something that’s top of mind for people.

Bottom line: there are some interesting opportunities for creative storytelling around things that you never thought you would tell a story about.

3. Show your community’s commitment to—and expertise with—supporting older adults.

One example would be instead of simply saying you provide a safe environment, walk people through the exact procedures and protocols that you put in place to ensure safety every day.

And not just from a health perspective—yes, that’s the main concern on everyone’s mind right now, thanks to COVID-19—but also physical safety. For instance, how many lay people understand what the term “elopement” means when it comes to older adults? This is a great opportunity to educate about an industry-specific topic and to demonstrate your community’s specific approach.

4. Share the spotlight.

Again, this is a great opportunity to take people deep inside your daily operations. People love to understand how things work, so take advantage of that. You have talented people working in your communities. Make them the stars of these stories.

For example, bring forward your dining room supervisor, your chef, the person who’s running activities, or your head of healthcare. Make them the focus of your content and let them talk about what it is that goes into delivering the kinds of services that make up your community.

Hint: these make great topics for Facebook Live events (and then you can repurpose the content into blog posts and other written content).

5. Show your city/town spirit.

So many people are hunkering down right now and taking a keen interest in their local communities, particularly small businesses. Demonstrate how your senior living community supports and celebrates the businesses in your local town/city.

For example, talk about local businesses that you buy from/rely on. Keep a section of your COVID-19 website page dedicated to information that older adults (and their families) would find helpful, such as grocery store hours for older adults, pharmacy drive-thrus/deliveries, restaurants still offering takeout, and so forth.

Again, you’re celebrating your local town and city while also making your senior living community website a destination for responsible and accurate information as it pertains to seniors.

6. Continue to create responsible COVID-19 resources.

No one wants to be creating this content, but here’s the thing: YOU are uniquely positioned to discuss COVID-19 from a senior living perspective because YOU WORK IN THE INDUSTRY. Don’t let the uninformed or misinformed take control of your community’s story or narrative.

Instead, continue to create responsible COVID-19 resources that will truly help your residents, their families, prospects, staff, and the media.

Some ideas:

  • X Underreported Things Everyone Over 60 Should Know About COVID-19
  • Step-by-Step Guide to Skype and Facetime
  • X Ways to Keep in Touch with Your Senior Loved Ones During Lockdowns
  • Keep the Body Moving: X Great Alternatives to Daily Group Walks
  • X SMART Strategies for Helping Seniors Stay Safe during a Pandemic

Need more topics? People are searching on topics in Google all the time. Conduct a search on your own, such as “keeping seniors safe during COVID,” and scroll to the bottom for “People Also Search On” for additional ideas.

7. Share positive stories and messages, too.

People are rightly concerned about this pandemic, but that doesn’t mean you should forget to share happy news. Perhaps it’s a picture of a resident celebrating a birthday with their family members looking on through the window. Or it could be something as simple as sharing a pic of daffodils blooming in front of your building or outside a resident’s window.

8. Reconsider print advertising and direct mail.

With so many people stuck at home, now might be a great time to run some local newspaper ads and/or do some direct mail campaigns. You don’t need to “sell” either—it could simply be an alert regarding some strategies about how you’re keeping seniors in your communities safe. The call to action could be to set up a virtual tour or to join the next Facebook Live event. Psst: we make designing print pieces extremely turnkey—check out SMARTbrand.

Need help marketing during a pandemic?

We’re always happy to help senior living communities with their marketing during a pandemic or other crisis. Don’t hesitate to get in touch. And be sure to check out our COVID-19 resource library—everything is free to download.

How Facebook Live Can Change COVID-19 Perception Issues in Your Senior Living Community

How Facebook Live Can Change COVID-19 Perception Issues in Your Senior Living Community

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

COVID-19 has forced everyone to rethink how they communicate with their customers and prospects—and this is especially true for senior living communities.

Anyone who’s worked for any length of time in our industry has had to face troubling perception issues, such as “old folks’ homes” and the like. Given the recent pandemic, however, these problematic perceptions have increased exponentially, thanks in large part to the media breathlessly reminding viewers/readers that senior living communities serve as ground zero for the coronavirus.

How’s a community supposed to combat THAT sort of image?

Here’s one idea: Facebook Live.

What is Facebook Live?

HubSpot shares this solid definition: “Facebook Live is a feature of the Facebook social network that uses the camera on a computer or mobile device to broadcast real-time video to Facebook. Live broadcasters can decide who on Facebook can see their video and use this content to engage their audience during the moments and events that are important to them.”

You’ve likely encountered Facebook Live videos and not even realized it. Reporters use them in the field all the time. And even “regular” people will use Facebook Live to chronicle aspects of their day-to-day lives.

Could Facebook Live really make a difference when it comes to challenging people’s perceptions of senior living communities during this pandemic?

We think so. Regular, reasonable communication can have a huge—and positive—effect on people.

Consider this current example: New York Governor Andrew Cuomo’s midday news conferences have become legendary the last few weeks. His briefings are highly anticipated (they occur at roughly the same time each day). They’re also highly informative, but down to earth and accessible by lay people. And—most important—they are calming and rational. He doesn’t sugarcoat what’s happening in his state, but at the same time, he responsibly shares info and even finds opportunity for levity and humor.

The result? People are tuning in. Why? Because people crave reliable info, and they want to know what’s going on. (Plus, they’re a captive audience right now!)

Now, granted, Cuomo’s press briefings are broadcast via good old-fashioned television, but the concept is the same as Facebook Live: regular, real-time communication with an audience during these unprecedented times can be an excellent way to combat misinformation and troubling perceptions.

But don’t take our word for it. One of our clients, Vitality Senior Living, has been doing regular Facebook Live events with the CEO and President, Chris Guay—to great effect. You can see one here.

How do Facebook Live events work?

Here’s the good news: they’re easy to do! If you have a smartphone, you can conduct Facebook Live events for any Facebook page where you’re an admin or editor. You can also go live from a desktop equipped with a web cam (and, again, for pages you’re an admin or editor).

From there, it’s a matter of simply hitting the “go live” or “start live video” buttons/prompts. But we recommend doing a couple of private videos first, just to get comfortable.

Note: we know being “on camera” can be nerve racking for people. No one is expecting Meryl Streep or Brad Pitt. What we all want right now is a real person speaking real, unvarnished truths. If you stumble or um or ah at times—IT’S OK.

Need further guidance on how to get going? Check out the following resources:

We’ll wait here while you check ’em out. Then, come back for tips on what YOU should be talking about regarding your senior living community and COVID-19.

Who should do Facebook Live events?

Executive directors are a good choice. And yes, we get the executive directors might not WANT to do it, but it makes sense for them to be the “face” of your community. But it doesn’t need to simply be the EDs. You could also have your Wellness Director, Facilities Director, Activities Director, and so forth host their own Facebook Live videos and talk about the specifics related to their role/department.

For example, here’s Vitality’s Regional Vice President of Wellness. This video currently has over 2000 views and 25 shares—that’s excellent engagement!

How often should you do them?

The pandemic is changing daily, sometimes hourly. Right now, it might make sense to do regular “briefings” (ideally at the same time every day—don’t forget, most of us are stuck at home, so you’ll have a captive audience).

But as the situation improves, you could move to a few times a week. Here’s the thing: because Facebook Live is such a great way to connect with people and communicate about your brand, you might discover that you want to continue doing these events long after the pandemic is over.

What should you talk about?

Use this “all eyes on you” opportunity to reframe some of the scarier messages that are out there about COVID-19 and senior living communities. Yes, older people are vulnerable to COVID-19, but that doesn’t mean every senior living community on the planet has become a death trap.

Instead, educate viewers regarding the following items…

  • The current status in your community; be transparent about any cases and how your community is responding; if you DON’T have any cases, LEAD WITH THIS.
  • How your community handles social distancing.
  • How residents are still living full lives during these unprecedented times
  • What you know, what you don’t know (no one knows everything about this situation, and it’s OK to say that—honesty is paramount here)
  • Protocols in place for cleaning/disinfecting.
  • Walk-throughs of certain areas—show that you’re well-stocked with toilet paper and food; people like seeing these visual reassurances.
  • Happy, positive stories, such as milestone birthdays, anniversaries, and so forth.
  • The measures your community takes every day to create a place that supports older adults in living rich, purposeful lives in a healthy, safe environment.
  • When appropriate (and with permission, of course!) include an occasional live event with a senior and let them talk about how they’re dealing with things; for example, if your community is encouraging residents to Skype their loved ones, you could do a Facebook Live that shows a resident doing Skyping in the background.

And that’s just the tip of the iceberg. No doubt, as you continue to get comfortable and do more videos, you’ll come up with other topics. Not to mention, people will post questions during your videos. Be sure to address them—either during the live event itself or in a future Facebook Live video.

What else can you do with the Facebook Live videos?

 Here’s the real beauty of these broadcasts—you do them live, but then they’re saved on your Facebook page (in the Videos tab) so people can watch them on demand.

Here’s what you can do with the videos:

  • Send out a daily/weekly email with a link to the video and a reminder about when you’ll be broadcasting next.
  • Share the video link on other social media channels, like Twitter and LinkedIn.
  • Keep a “library” of video links on your COVID-19 page/section on your site. (You have one, right?)

Need help getting started with Facebook Live?

We’re always happy to help you shine! You can test drive some videos on us and/or ask us for talking points if you’re feeling nervous. Don’t hesitate to get in touch.

And be sure to check out our COVID-19 resource library—everything is free to download.

How to Keep Prospective Residents Connected & Engaged Virtually

Senior Living Marketing During a Pandemic: Keep Prospects Engaged Virtually

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EDITOR’S NOTE: Like everyone else around the globe, we’re struggling with this new reality due to the COVID-19 pandemic. Heartbreaking stories of loss and grief and a world economy inching towards recession are just some of the things keeping us up at night.

As a senior living marketing agency, we’ve been thinking about all our clients as they face these unprecedented times. It’s hard to see past this pandemic since we’re only in the early stages, but at some point, we know we’ll begin to adjust to this “new normal.” The articles we’ll be providing during this time are designed to help communities with their senior living marketing during the pandemic, either now or when they’re ready to move forward.

Senior Living Marketing During a Pandemic: Keep Prospective Residents & Their Families Engaged

While some people can delay their decisions to move into a senior living community, plenty of others need to make the move sooner rather than later, even with COVID-19 happening. You need strategies for engaging both types of prospects.

Messages for prospects who are delaying their decisions:

  • Continue to share educational information that’s relevant to them and where they are in their journey (e.g. “Protecting Financial Assets during Times of Uncertainty”).
  • Demonstrate how you communicate during a crisis. This can be an opportunity to highlight your community’s approach to tough times, a topic that’s front and center in everyone’s minds right now.
  • Provide fun distractions! Many of your prospects will be self-isolating/staying inside. If your community provides a daily diet of laughter—think funny clips, heartwarming stories, and online activities—to these prospects, they’ll remember your community fondly when they are ready to resume their search. (See our list of additional “daily distraction” ideas at the end of this blog post.)

Messages for prospects who need to make decisions sooner rather than later:

  • Always provide multiple ways for people to reach a member of your sales team—phone numbers (direct lines, when possible) and virtual meeting options, like Skype or video conferencing.
  • Provide easy ways for people to experience your community, even if they can’t visit in person. Think virtual tours, virtual floorplans, interactive surveys, and the like. We’ve provided tips here for creating a rich virtual experience.
  • Develop content that will be helpful to them, NOW. Topics like “How to move safely during a global pandemic” would make for a timely blog post or checklist that these prospects would find valuable.

How should you get these messages “out there”?

Use marketing automation thoughtfully to ensure consistent communication. Marketing automation is exactly as it sounds: your marketing messages go out automatically, often via email. It’s an efficient, turnkey solution.

That said, during this crisis, you need to be mindful of your messaging. You can’t NOT address COVID-19, at least right now.

  • Audit existing emails that are already set up. Make sure you go through all existing emails and add in necessary language and relevant info about COVID-19. Every email that goes out should speak about COVID-19, if only a bolded headline at the top that says something to the effect “Learn more about our community’s response to COVID-19” (and the link should go to a thorough, well-designed page on your site).
  • Segment your audiences. If you already use marketing automation, you’re already doing this. If you’re new to it, you’ll need to identify who falls into which categories (those who need to make decisions sooner vs. those who will likely be postponing their decision). But good marketing automation software, like HubSpot, helps make this process fairly straightforward (and we can help!). 

More Fun Ideas for “Daily Distraction” Emails

  • Videos with chair yoga exercises and/or online fitness classes led by your activities director
  • Links to previous Facebook Live events
  • Virtual field trips to museums or other cultural events
  • Funny YouTube videos
  • TED Talks
  • Aquarium/zoo cams
  • Stream your community’s events

BONUS: Make your senior living marketing a conduit for helpful information at the local level as well:

People crave reliable information during times of crisis. This is more good info to share via email automation to prospects (and it’s also good info to have on the COVID-19 section of your website). Provide …

  • A list of important “hotline” numbers (local emergency management shelters etc.)
  • A round-up of grocery stores with senior shopping hours

As always, we’re here to help. If you need assistance with your senior living marketing during COVID, don’t hesitate to reach out to us.