Posts

The Senior Living Marketing Rebellion

The Senior Living Marketing Rebellion

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.

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

Senior Living Website Tips: Make Sure You Own Your Website

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

We are a senior living marketing agency. Over the years, we’ve worked with marketing agencies, and weve 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 weve 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

Here’s what you’ll learn: 

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

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

Here’s what you’ll learn: 

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

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

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

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

Content

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

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

Website Traffic

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

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

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

Search Engine Optimization (SEO)

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

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

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

Social Media and Ads

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

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

See how you compare with your competition!

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

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

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

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

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

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

Senior Living Website – Your 24-Hour Sales Office

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

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

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

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

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

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

Marketing Automation/ Lead Nurturing

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

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

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

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

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

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

Technology that is Always On Duty

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

  • SiteStaff humanizes your website via chat services with college-educated American hosts hired for empathy, trained in senior living sales skills, and ready to answer questions with information available in a community-specific knowledgebase.
  • Roobrik offers interactive assessments to match needs with solutions. Prospects spend four to five minutes answering up to 28 questions about their situation, challenges, finances, cognitive status, and readiness to embrace change. A “Care Fit” report scores each person based on urgency and then matches them to care and housing recommendations.
  • Marchex provides a lens into the customer journey, their experience, and sentiment. And the entire process is automated—every single call. With the data surfaced, your sales team will be able to deliver a better, branded customer experience, which will result in greater revenue performance. By understanding “breakage” in the customer journey, you can advise your staff about lost opportunities and tips for correcting them. Information gathered will help the sales team to personalize their interactions, which will give you an advantage over competitors.

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

Inbound Marketing: Your Best Employee Recruitment Tool

Inbound Marketing: Your Best Employee Recruitment Tool

In today’s job market, the candidates have the upper hand. We know that 95 percent of the people that companies want to hire for critical roles are not actually looking for a job. As a result, companies are competing for the best candidates. In order to effectively vie for great talent, you need the right tools.

As part of their recruitment strategy, many companies are using outbound marketing. This involves reaching out to potential candidates through job postings, paid advertising, or a third-party recruiter.

But today’s recruitment efforts need a more advanced strategy—one that you’re likely already using to attract residents: inbound marketing.

With inbound marketing, you create content that attracts new prospects to your company. From there, you can engage with them and determine if they’re the right fit. It’s an opportunity to establish a dialogue with passive and active job seekers, create a unique candidate experience, and build relationships with top talent.

Here are five quick ways to get started with inbound marketing as a recruitment tool:

1. Define Your Objectives

Before you start, decide on which positions you are trying to attract. Do you want to focus on executive level and above? Or do you also want to also use inbound marketing to source your nursing and care staff?

2. Define the Candidate “Persona”

Once you know which roles you want to recruit for, you also have to determine the characteristics that you are looking for in your ideal candidate. You should start with educational background, previous experience, and any technical requirements (licensure, software knowledge, etc.) that you may want in a candidate. Then dig a little deeper. Look at employees who are successful in their roles and identify traits and skills that help them prosper.

3. Define Your Culture

Think about your company culture. How do you define success in your company? What are the company non-negotiables when it comes to character and performance? What are the top 10 words you would use to define your culture?

4. Create “Hooks”

According to Career Builder, 75% of job seekers start their search on Google. So you should create search-friendly content that will attract the ideal candidates to your site (which is one of the reasons you develop the candidate personas).

Content can include why you are the best company to work for, associate testimonial videos, and educational info. Find the best channels to connect with your prospective candidate. This could be Facebook, LinkedIn, Twitter, You Tube, as well as industry sites.

Get creative where you share this content. Based on chats with your current successful employees, is there anything that most have in common? For example, maybe most are members of the local YMCA. If that’s the case, see if you can conduct an informal job fair there or post some info about open positions on the Y’s bulletin boards.

5. Create Opportunities to Build Relationships

Applying for a job is an investment. Today’s candidates want to know more about the company culture and role before they commit to the process. If a candidate isn’t ready to apply, create opportunities to engage them and develop a relationship. Give them opportunities to learn more about your company. This can be done with additional educational content, blog content, company resources, or signing up for a “keep in touch” newsletter.

It often takes many touch points to influence a decision, so invest the time in these relationships now to reap future rewards.

Learn more in this webinar: Inbound Marketing: Your Secret Weapon In Winning the Recruitment Game →

Senior Living Sales: It Doesn't Have to Be Like "Groundhog Day"

Senior Living Sales: It Doesn’t Have to Be Like “Groundhog Day”

I sometimes miss working on the operations side of senior living, so much so that I’ll do occasional sales trainings and coaching projects to stay sharp. Whenever I dip my toes back into sales, the thing that surprises me most is this: marketing is like The Jetsons – innovative and exciting. Sales, however, is still like that Bill Murray classic: Groundhog Day. It’s as though time has stood still over the last 15 years as sales reps continue to struggle with the basics.

So let’s change that for good, shall we? Here are some ways to improve the sales process and results.

1. You never get a second chance to make a first impression.

Look at your community through prospects’ eyes and be honest about the basics. Start with the experience of arriving at the community. Can you improve the locations, landscaping, and visibility of signage (even at night)? Will zoning allow you to add feather banners or A-frames? Is there dedicated parking reserved for tours near the front door or are prospects circling endlessly? Is the landscaping inviting year-round? Is the outdoor furniture clean and arranged?

These small details can make a huge difference between your tour arriving relaxed and feeling welcome or stressed out and frustrated.

Bonus tip: Personalize your tour parking signage to add the names of expected guests so there will be a parking spot with their name on it.

2. Create a sense of belonging.

Prospects are typically looking at four to six communities. And let’s face it: most communities are very similar in design, services, and amenities. Prospects make decisions emotionally, which means you must build a strong sense of belonging from the minute they walk through your door. This starts with planning the visit to incorporate their life story, preferences, wants, needs, motivations, and non-negotiables.

Spending time as a team to plan every step of the visit will pay off with higher conversions. The better the discovery call, the better the planning and conversions. It takes the whole team to create a sense of belonging. For example, be sure the front desk is notified of all visits and has all the information they need to personalize their greeting. Also, provide notification to the line staff so they can participate more personally in the tour – and reward them when they do a great job!

 

 

 

Bonus tip: Use our turnkey “Red Carpet Tour” kit with all the resources needed to plan and execute the perfect tour.

3. It’s a $100,000 lifetime value sale, so why is there Styrofoam?

It now costs an average of $1200 to get a family to tour. This is an emotional decision and families will be sharing personal concerns, so setting up a hospitality suite with refreshments is a must. Conference rooms and offices are not conducive to sensitive and personal conversations.

And let’s get rid of Styrofoam, paper cups, and plastic cups and plates once and for all! The average resident lifetime value is usually greater than $100,000, so let’s roll out the glassware and china. Please use name-brand beverages. Store brand and generic brands shout “cheap.”

Bonus tip: Here is everything you need to create an inviting hospitality suite.

4. Location of the model apartment is critical.

I can’t tell you how many times I find the model apartment at the farthest end of the building. Why? So the maintenance department will not have to move it! The result? By the time the family gets to the model, they are already questioning if their loved one will be able to manage due to physical or memory deficits.

Always think of your prospect first—and what will be convenient to them. Ideally, the model apartments should be located in proximity to the hospitality suite. The model apartment should engage all senses: lights on, music playing, scented plug-ins, soft fabrics, and refreshments available. This is a place to linger, so have calendars, newsletters, floor plans, and menus out to create meaningful conversations.

Bonus tip: Use this model apartment checklist to see if your models are up to snuff! (download model apartment checklist)

5. Goodbyes and Advances.

Once the visit is wrapping up, it’s time to get a commitment to advance the relationship. This will be different for each prospect based on their unique situation. For earlier stage leads, a home visit, luncheon, or upcoming event may work best. For those closer to making a decision, a deposit, assessment, or re-tour with other decision-makers would be appropriate. Giving prospects something special is a memorable way to part ways, so consider having a swag collection available so you can find the right gift for each prospect. I recommend having dog/cat treats, teas/coffees, mugs, candies, small books etc. so I can find just the right gift for each prospect.

Bonus tip: Walk all tours out to their car to end the visit with a personal gesture.

Try free samples of our Red Carpet Tour kit!

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

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

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

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

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

We recommend focusing on five critical metrics:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Need help analyzing your analytics?

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

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