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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.

Why All Senior Living Websites Need To Have a Blog & Premium Content

The Benefits of a Senior Living Blog & Premium Content

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Even as we sit here in 2020, it still amazes us the resistance we occasionally encounter when we tell people they should have a senior living blog and offer premium content (e.g., free guides, infographics, checklists, ebooks, etc.).

So let’s explain our rationale once and for all.

1. Senior living blog posts and premium content provide additional opportunities to attract people to your site and engage them with helpful info.

The more paths you can give people to enter and explore your website, the better. And that’s precisely what premium content and senior living blog posts do.

Remember, most people begin their shopping online these days. A basic 10-page or 20-page senior living website isn’t enough to cover all the information people are searching for. But every blog post you write is considered a website page. Every landing page you have for a free download, like a guide or infographic, is considered a page. And ALL of these pages are excellent ways to help attract site visitors and convert them into leads.

Google also likes a deeper website with lots of helpful info: “If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site.”

2. Blog posts and premium content provide a great opportunity for long-tail keyword optimization.

A long-tail keyword is one that’s hyper specific, but doesn’t have a ton of monthly searches. That’s OK, because the specificity of the search term often indicates someone’s eagerness to buy sooner rather than later. For example, someone searching on “yellow sneakers women wide width size 8” indicates a certain level of interest beyond someone who simply googles “women’s sneakers.”

Armed with a solid list of long-tail keywords relevant to senior living, you can optimize your blog and premium content so that it helps capture the people conducting these long-tail searches.

3. Blog posts and premium content can speak to a specific point in the buyer’s journey—and to different buyers.

Some of your core pages—like your home page—need to speak to everyone. It’s the home page, after all. It needs to be welcoming to everyone who lands on it, regardless of who they are or where they are in their journey.

But a guide that that discusses the differences between independent living and assisted living is speaking to someone earlier in their journey. The one-sheet on your community’s pricing is speaking to buyer who is in the decision making stage.

Having different types of content that speak to different types of buyers at different points in their journey is not only helpful to your prospects, but also your marketing and sales teams. How? Well, marketing and sales will be able to score the leads appropriately based on the types of blog posts and premium content the prospects read and download.

In the example we used earlier, the person learning about independent living and memory care would be a marketing-qualified lead (MQL) since they’re still in the educational stages, while the person who requested pricing would be a sales-qualified lead (SQL).

4. Blogs and premium content allow you the space to dive deep into complex questions.

Think of the most common questions people ask about senior living. Do a quick answer on your FAQs page. But go into a deeper explanation in a blog post or guide.

5. Blogs and premium content give you a great place to show your community’s personality and unique point of view.

In a previous article, we mentioned that one of the challenges facing senior living communities is that most (if not all) are essentially selling the same thing—and your core web pages won’t differ too much from competitors’ web pages.

But with a blog and other premium content, you can begin to differentiate yourself simply by how you talk and the approach you take to common questions (or objections/challenges).

In fact, we’d argue that more and more senior living communities need to get into this “personality-driven” content. Write a blog post on a day in the life of your…activities director, nurse practitioner, head of dining, you get the idea. Include candid photos and real quotes. Or create a guide on “How 3 Real Families Helped Ease Their Parents’ Angst About Moving into Our Community.”

THAT’S the type of content people won’t see anywhere else because it’s unique to your community. It’s honest, and it tackles the stuff that’s in the back of so many people’s heads.

The communities that start producing truly original, heartfelt, honest content are the communities that will succeed the most this decade—and a blog and premium content are a great way to disseminate this sort of material.

Need fresh ideas for your blog or premium content?

Let’s brainstorm together for 30 minutes!

The Magic of Higher Funnel Thinking Webinar

The Magic of Higher Funnel Thinking Webinar

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Here’s what you’ll learn: 

  • Valuable insight into marketing resource and effort allocation
  • Actionable tips for engaging older adults and their families sooner with minimal effort
  • Information about how decision science can influence marketing content
  • Proven path to getting families “unstuck” in their senior living decision process
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Senior Living Sales Tips: Characteristics of Super Star Sales Talent

Senior Living Sales: Characteristics of Super Star Sales Talent

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The National Investment Center for Seniors Housing & Care (NIC) reported that assisted living occupancy reached a new low last quarter (Q2-2019).

If you operate an assisted living facility (or other type of senior living community), what can you do to remain competitive and boost occupancy? You can’t change your location, product, or competitors. You probably don’t want to turn over the management team or cut rate. You might even think you have the best community (your competitors probably think the same thing). You say that you care more, that you have the best team, that you are resident-focused, just like everyone else says.

How can you improve your sales conversions?

Well, for one thing, you need a super star sales counselor, and they are a rare breed. But if you know what to look for, you might just be able to find one in the wild. Here are the five top characteristics of the best senior living sales talent.

1. The Best Senior Living Sales Rep Sees Prospects as Real People.

Unfortunately, too many sales people in our industry treat prospects as a commodity. These sales folks tend to take the position of “subject expert.” They want to be right, and they believe they have heard it all before. They perceive prospects as numbers and assign them a value: top 10, hot, warm, cold, or future. This value assignment drives their effort and engagement. Their approach is to talk prospects into the community, and they often use fear and manipulation to create urgency.

You want to avoid this type of sales “talent” at all costs.

Because the greatest sales people seek to understand the prospect’s wants, needs, and goals. Solving the problem on behalf of the prospect is their biggest concern—and they are passionate that they have the best solution. This dedication to the prospect drives their engagement.

2. The Best Senior Living Sales Rep Sells Value, Not Features.

After listening to thousands of mystery shops, it’s clear that too many sales people still approach interactions as a transaction. They spend most of the time talking, listing every feature, and hoping something will stick.

Great sales people spend time developing rapport with the prospects. In other words, they take a relational approach. They listen and reflect back what they hear to demonstrate that they care about the prospect. This builds enough trust to empower the prospect to open up and communicate their needs and goals. After this, the sales person can focus on personalizing the value of their community to each individual prospect.

3. The Best Senior Living Sales Reps Are Respectfully Persistent.

Rejection is common in sales since more prospects will say “no” rather than “yes.” Most sales people give up after a couple of attempts because they are uncomfortable with rejection. But what these sales folks don’t understand is that it often takes multiple attempts simply to connect and build rapport. Still, these sales people would rather focus on the new leads and hot leads rather than nurture the leads that aren’t ready yet.

The greatest sales counselors understand that most prospects are stressed and emotionally exhausted. The best sales counselors know it takes multiple attempts to engage and build trust. They focus on what they can do and they are politely persistent in staying connected. They do not take rejection personally because they understand that when someone is making an emotional decision, the path is rarely linear.

These sales folks also embrace technology that can help nurture these “not ready” leads over time. They work with marketing to make sure relevant lead nurturing workflows are set up that will resonate with different buyer personas.

4. The Best Senior Living Sales Rep Are Not Afraid of Silence.

Super star sales counselors leave space for silence to give prospects time to process the information. This type of sales person wants to hear what’s important to the prospect (or what the prospect is questioning).

In an interview, I always ask why the candidate thinks they will be successful in a sales role. The interview is over when they say, “I’m a good talker!” This type of sales person will not do well in an emotional selling environment because they will make the conversation about them, rather than about the prospect. Instead, I always perk up if the job candidate says, “I’m a good listener. I hear what people are saying and can respond accordingly.”

5. The Best Senior Living Sales Reps Embrace Follow Up – Creatively, Personally, and Energetically!

It takes energy, effort, and optimistic persistence to continue to follow up with prospects over the course of their sales journey. Prospects inquire, go dark, re-engage, and change direction throughout the process. Most sales people work the hot leads and new leads because they are only interested in closing sales in the next 30 days—they’re not thinking about the long game.

Super stars realize they need to keep the pipeline full with leads at every stage of their journey. They meet them where they are and stay in touch throughout the sales cycle – without any strings attached. Super stars drop off dinner, write a personal note (yes, handwritten!), leave a plant with a note on a doorstep, and/or send a book they know will help. When they leave a voicemail, it’s to let the prospect know they are thinking of them, not just “checking in” for an update.

Bottom line: When it comes to filling your community with super star sales talent, hire for heart first. You can always train them on specific skills as they go along.

The Senior Living Marketing Rebellion

The Senior Living Marketing Rebellion

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I recently listened to a Duct Tape Marketing podcast featuring Mark Shaefer, author of Marketing Rebellion: The Most Human Company Wins. The podcast addresses the “new reality” of marketing strategy. The insights are timely and relevant for the senior living industry.

The new reality is that the customer is in control of their own journey—and no two customers are alike. The buying journey in senior living is complex and emotional, often involving multiple decision makers and influencers. This journey is rarely linear, so today’s senior living marketers have to create an environment for prospects to be able to engage with the brand at every stage of their journey. We need to meet them wherever they are. Then, we must provide the information they need and nurture them along the path. Finally, we must keep them engaged until they make the decision to move forward.

When it comes to senior living marketing today, there have been three distinctive shifts.

Let’s look at each one more closely.

1. Shift in the Access to Information

Information is power, and we senior living marketers used to have it. Prospects had to call or visit the community to get any information. For example, pricing, floor plans, and marketing collateral were provided personally or snail-mailed out. And prospects waited for the information to come in their mailboxes!

Today, prospects expect to get information about everything on your senior living website. And if you don’t give it to them, they will quickly move to a competitor or third-party lead aggregator site. We are now marketing to a “shop-around” society, and they expect to be able to independently research and compare their options.

2. Shift in Transparency

There is no room for secrets in today’s senior living marketing strategy. Trust in business, brands, and advertising has declined for the last 10 years, and today’s prospects want to self-qualify or self-disqualify without a sales pitch.

What can a senior living marketer do? One of the most important things is putting your pricing on your website (the starting rates at the very least). If you don’t provide your pricing, the lead aggregators will, and you will be buying back your own leads!

3. Shift in Control

Our prospects are becoming the marketers, because we no longer control the conversation. They listen to each other, they learn from each other, and they trust each other (more than they trust us). We no longer control our message—social channels and review sites do. Our job has shifted from leading the conversation to finding ways of being invited into the conversations that prospects are already having.

We can, however, initiate conversations and offer expertise and resources, such as blogs, guides, and infographics. And we can make sure that our messaging intersects with where prospects are researching.

Remember, Rebellious Times Require Radical Changes

Successful senior living marketing today starts with the right strategy. Operators that jump at every bright shiny new marketing tactic will end up wasting a lot of money without results. There is no point in spending budget on a paid digital advertising campaign if the website is not designed to convert the leads generated. More traffic does not equal more prospects, and more leads won’t always translate into the right leads.

Ready to embrace this new senior living marketing reality?

Schedule a 30-minute brainstorming session today.

Request a Session
7 Signs It's Time to Change Your Website Hosting Company

Senior Living Website Tips: Make Sure You Own Your Website

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Consider this important statistic: 87% of senior living prospects will visit a community website before they pick up the phone, attend an event, or schedule a tour. Your website is your virtual front door!  

If you put the work and money into your website, make sure you OWN it. Because older, closed, and proprietary platforms will limit your ability to own your strategy, decisions, and results. 

Senior living website tips: warning signs to watch out for 

1. The website will be hosted on a proprietary CMS (content management system).

Your web designer or digital marketing agency might talk about their cool content management system. But what happens to your senior living website if you decide you want to work with a different agency or designer? The digital agency will own the license and, therefore, your brand…and they might not be willing to part with either.

If that’s the case, you’ll basically be a captive of the agency since there won’t be a way to simply “move” the site from one vendor to another. You’ll need to completely rebuild the site at a cost of many thousands of dollars.

2. The designer/agency doesn’t have an open API because they don’t want their clients to integrate with solutions other than their own.

Controlling integration on the website means providers will have to buy packaged solutions owned by the agency rather than allowing clients to choose their own integrations and tools.

3. Automated lead response emails are signed by the website hosting company, not the community sales and marketing team.

The goal of marketing automation is to build rapport and trust with your brand, not with the hosting company’s brand!

4. Website designs are out-of-the-box with locked-down templates.

This means that providers will have to pay extra (and wait in line) for customization. And again, see the first point: You might not even OWN the customization on your senior living website.

5. The only people that can make changes to the website are employed by the digital agency.

Just, no! You and your team should be able to easily make changes on your own. That’s the beauty of WordPress sites or sites built using content management systems where you own the files/content (like on HubSpot).

6. There is no written guarantee that the content on your senior living website belongs to you.

If there’s no written guarantee, then the digital agency could claim it as their content. This includes copy, images, videos, history, analytics, and reports. We can’t stress this point enough. READ CONTRACTS CAREFULLY BEFORE YOU SIGN. Here’s a good article that gets into the nitty-gritty of website ownership and clauses to look out for.

7. There is a 12-month commitment, lengthy notice period, and/or or auto-renewal clause.

You should be able to take your business elsewhere whenever you want (or at least within a reasonable time frame, like 30 days). Sure, it can sound appealing to have an “all in one” solution, but the lower price point and so-called conveniences are NOT worth it if you end up losing control of your senior living website and brand. Not to mention that the lost lead-generation opportunities will cost you more in the long run.

Work with a digital marketing agency that will RESPECT your brand—and your autonomy! Hint: That would be us!

We hope these senior living website tips were helpful. Need more help? Schedule a 30-minute brainstorming session ASAP!

The Marketing Agency Trap in Senior Living

The Senior Living Marketing Agency Trap

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We are a senior living marketing agency. Over the years, we’ve worked with marketing agencies, and we‘ve hired marketing agencies at various times throughout our growth. This gives us a unique perspective on the pros and cons of the typical marketing agency model. 

Here are some of the lessons we‘ve learned about the agency world. 

Lesson #1: Be Wary of the Ol’ Bait & Switch.

Too often, a strategic leader in the marketing agency will woo you, but the minute the deal closes, they disappear.

That’s a big problem because the greatest value provided by an industry-specific marketing agency is in the development of the strategy. If you don’t have a sound marketing strategy, nothing else matters.

On a couple of occasions in our earlier years, we were “sold” by a charismatic and strategic agency leader with great insights and ideas. But after we signed the contract, we never saw or spoke to that person again.

Pro Tip: Before you sign the contract, learn how often the strategic leader will be joining results calls and strategy sessions.  (They should be involved at least quarterly.) Make sure you have this point outlined in the contract. Psst: When you work with Senior Living SMART, you always get one of us—the founders—on your team.

Lesson #2: Remember, You Get What You Pay For.

In the world of marketing agencies, the budget you’re willing to spend will determine the experience and quality of the team assigned.

Only clients with the largest budget will get the A Team. Agencies employ marketing specialists with a wide variety of experience levels from entry level on up. This means, you may end up with a B, C, or D team based on your spend.

Pro Tip: Before you sign the contract, find out all you can about the people on your marketing “team.” This should include their professional marketing experience, how long they’ve been with the agency, and what other senior living clients they’ve worked with. You can learn all about our senior living marketing team here.

Lesson #3: Make Sure Your Brand is NEVER Held Hostage.

Read your marketing agency contract carefully and be sure that you own your content and brand elements! We’ve worked with senior living clients who’ve discovered their agency would not release their logos, images, and creative files to them. In essence, the agency was basically holding the brand hostage.

Pro Tip: Always retain the original art files, brand guidelines, logos, and images you purchase. And have an attorney double check your contract before signing.

Lesson #4: Be Skeptical of Too Many Trade Secrets.

In the course of delivering a great digital marketing experience, agencies will employ multiple technologies for analytic and diagnostic purposes. Most will “white label” these resources so they can retain the licenses and own the marketing “secrets.”

This might be OK while you’re working with the agency. But in the future, you might want to transfer the licenses to yourself or another agency—and you shouldn’t have to lose your historical data in order to do so. Here are some examples where the data and analytics can really pile up: marketing automation software, reputation management, social sharing platforms, SEO, and heat mapping tools.

Pro Tip: Before signing the contract, get a list of all tools and technologies that will be used to manage your account and be sure there is a process to transfer all licenses to you or your next agency.

Lesson #5: Your Agency’s Idea of “Success” Doesn’t Match Yours.

We worked with marketing agencies that were always excited to report their wonderful results in reaching various goals. The problem? Their goals were NOT our goals.

Goal setting should be collaborative and realistic. Don’t be fooled by the fluff reporting of impressions, views, clicks, and website traffic. In the senior living industry, the best measurements of success are conversions-to-leads, tours, and move-ins.

Pro Tip: Ask about reporting up front. What will be measured? What are the sources of truth? How will ROI be determined?

Learn from our lessons and avoid these mistakes!

And if you’re looking for a senior living marketing agency that works exclusively in the senior housing and care industry, we’d love to chat. Click here to schedule a 30-minute brainstorming session.

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

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

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Here’s what you’ll learn: 

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

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

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Here’s what you’ll learn: 

  • How to build a family/prospect experience strategy that scales.
  • How to interject powerful touch points that wows the family/prospect.
  • How to measure the efficacy of your customer experience strategy.
  • How to build your customer experience plan to deliver.
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What You Need to Know About Your Online Senior Living Competition

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

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

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

Content

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

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

Website Traffic

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

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

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

Search Engine Optimization (SEO)

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

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

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

Social Media and Ads

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

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

See how you compare with your competition!

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