Posts

SENior living marketing

Get the Most from Your Paid Advertising Budget: Consider Call Analytics

Marketers in the senior living space face a challenge: They often can’t tie their marketing spend directly to its impact on their organization’s bottom line. The thin amount of data they receive shows their online campaigns are generating calls. But how many are from actual prospects? And how many calls are being properly serviced? This is where call analytics can help.

Baseline data—the number of clicks, calls, or visits—isn’t enough to run a thoroughly optimized campaign. Worse, baseline data can be misleading and costly. Senior living marketers need to identify, understand, and, perhaps most importantly, communicate to company stakeholders how their campaigns support the company’s bottom line.

Not All Call Analytics are Created Equal

Basic conversion analytics, such as click-through rates, form fills, email response rates, and call duration, may not tell the whole story. For example, when you run a Google Ads campaign, you’ll know exactly how many calls you received from the ads. What you won’t know is why the calls were made.

Take this real-world example, which illustrates our point: When family members want to reach a resident at a senior living property, they typically search online for the property name. Often, a paid search or display ad renders first. So, the searcher clicks to call the facility. In short, the ad did its job and delivered a call; it’s just not a new customer call as intended.

How prevalent is this? One Marchex senior living client found that over 20 percent of their paid search budget was consumed this way. In other words, one out of every five calls was from residents’ extended families. The calls were not driving new business, as intended. At a few bucks a click, this wasted spend can add up quickly and consume a budget.

Another contributing factor in wasted ad spend can come from inside the residence. A Marchex property management client found that 40 percent of their $100,000 monthly budget went to residents calling for maintenance. Call analytics helped the client improve their bid strategy, resulting in thousands of calls that actually drove new leases.

Call Analytics Help Align Marketing, Sales, and Operations

Adding call analytics into a senior living company’s marketing mix also delivers benefits to sales and operations. Marchex solutions facilitate reporting by surfacing call data by individual location. Once operations has visibility across multiple locations, they can identify opportunities to fix breakage in the customer journey, enable targeted agent training, and address other operational improvements.

Sales can gain insights into how agents perform. For instance, they can determine how closely agents follow sales scripts. Or they can learn how agents respond to callers (or whether they answer the phone at all). In fact, Marchex analyzed millions of senior living industry calls over a twelve-month period and found that 23 percent of calls to senior living companies go unanswered.

Finally, call analytics deliver insights that help marketers take an active leadership role in the company. With call analytics, you can prove value more effectively than basic analytics and help justify marketing and ad budgets. You can also provide value to operations and sales. Best of all, at the next annual budget meeting, you’ll able to offer data-driven results that demonstrate how your marketing is positively impacting the bottom line.

To learn how your marketing, sales, and operations can benefit from call analytics, download our one-sheet for senior living marketers and Call Conversation datasheet →

Marchex is the leading provider of end-to-end call analytics solutions, with the deepest and broadest set of applications for mid-market and enterprise businesses on the market today. The best customers are those who call your business. Marchex helps you understand who called and why, so you can turn more of these callers into customers. Learn more →

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, including call analytics, and get a sense of if and how it could work for the senior living industry before we recommend it to our clients. Get in touch and let’s talk about how we can help.

senior living marketing

Senior Living Website Tips for Better Resident Photos

Your senior living website is your virtual storefront. Ideally, it should accurately reflect your community. This means using REAL photos, not stock images.

Here are seven tips for taking better resident photos.

Today, we have a guest post from Tom Sanders of Senior Living Visuals. Tom is going to provide seven tips for taking better photos. Follow these and you’ll soon have a distinctive senior living website that truly reflects your community.

1) You’re a Storyteller First and Foremost

You need to ask yourself, “What is the story I’m trying to tell in this portrait?” When I taught digital photography at San Jose State, I was always happier with the students who had a stronger story and technically weak photograph (rather than the other way around) because your goal is to emotionally touch your audience.

In my opinion, it is easier to pose people and have them not look at the camera than it is to “capture” a random moment. Why? When you pose people, you have total control and the viewer will not know you posed the photograph if you do a good job. For example, if you are asking two friends to raise their wine glasses, just ask them to look at each other and they can keep toasting their wine until you have the photo that expresses the candid feeling you want.

2) Less is More

You want to simplify your portraits and keep clear of distractions. If a resident couple is celebrating their 60th wedding anniversary in the dining area, place them at a table near a window or wall so when you take their photo there will be fewer distractions in the background. The benefit of being near a window is light. You can always shoot a low angle and isolate the subjects against the sky to have a natural backdrop.

3) Color vs. Black and White

In my ongoing series on WWII veterans and in my book, I have both color and black and white portraits. People often ask me, “How do you know when to make a photograph black and white or leave it in color?” The objects, expressions, and clothing in the portrait will determine changing a photograph to black and white.

For example, I photographed a portrait calendar on centenarians, and as a side project, I also photographed details of their wrinkled hands. Since it was only skin tone and a black backdrop with dramatic lighting, changing the centenarian hand portraits to black and white made the wrinkles dramatic and the hand iconic.

On the other hand…Just like babies, as we get older we become androgynous looking again, and so I tend to always leave my female portraits in color so the women are not mistaken as men (I’ve had this happen; the viewer has mistaken some of my black and white veteran female portraits as men). So if the viewer can see the pop of red lipstick, for example, the viewer knows that the subject is a woman.

4) Using a Prop

Have your residents hold a prop to help tell the story for your senior living website. So ask yourself the following: What scenario is the resident in and what prop would help tell the story? Having your subject hold an object gives them something to focus on and makes them feel more comfortable. Having the gentleman hold a simple cup of coffee conveys that he is having his daily cup while subtly highlighting the nice landscaping of the senior living community.

5) Lighting Outside

A good rule of thumb: Take portraits in the morning or at the end of the day because the lighting is more manageable. Many think that you want to have people face the sun. In some cases, this works, but it is usually better to have the sun behind the person. Photographing people with their back to the sun makes for more even and complementary lighting. The harsh sun can bring out wrinkles and blemishes.

But again, remember to ask yourself this: What is the story you’re trying to tell and how does the lighting play into your story? You typically want to stay away from noon lighting because it adds big dark shadows in the eyes, which look horrible on a person. Then again, depending on the story, you might want those big dark shadows in the eyes to add to the mood of your portrait (see the famous Depression-era portraits from Dorothea Lange).

6) Lighting Inside

Usually, the lighting in senior living communities is from overhead lights, which don’t tend to work well in portraits. Still, you do have a couple options for inside lighting. First, you can use the flash setting on your camera/smartphone to create a poppy energetic feeling. Second, or you can place the residents near a window that offers different lighting possibilities. In a room with many windows surrounding the subject, you can usually get a nice even lighting that will look good at most any angle.

7) Critique

Ask several of your fellow associates which photos they like best before posting your photos to your senior living website. Usually, you can get a consensus from people on what they like and you can narrow down the best photographs from there. If someone does not like your photos, do not take it personally. We all have our own unique upbringings and backgrounds; we are entitled to our opinions. Ask 5-10 people what their favorite photos are and you will figure out what photographs to use.

About Senior Living Visuals. Senior Living Visuals will create photography and films that will elevate your marketing and increases your online presence. Senior Living Visuals is based in the San Francisco Bay area and works with companies nationwide. They have been creating films, photography for advertising, and artistic portraits series for the aging industry for over thirteen years.

Lessons Learned From Doing 100,000 Mystery Shops

Senior Living Mystery Shopping: Lessons Learned From 100,000

Senior Living SMART recently interviewed Mike Miller, CEO of Primo Solutions, to discuss senior living mystery shopping. He has mind-blowing data gathered from doing over 100,000 mystery shops (phone and in-person) of senior living sales professionals.

Let’s dive into the results of this senior living mystery shopping.

RESULT: 90% of questions asked by the Sales Counselor are closed-ended questions, which makes it nearly impossible to build rapport.

SLS: What are some of the best open-ended questions that every sales counselor should ask? 

MM: I normally do not provide a list of open-ended questions because it can be different for everyone. However, one of the best questions I love to ask the adult child/family member is this: “When you are not taking care of mom/dad, what are some of the things you enjoy doing?” Not only does this open the door to building rapport with the adult child, but it also puts the sales counselor in a closing posture. Saying that, I am including a list of “Starter Questions” that sales counselors can use to get a conversation started as well as transition through the sales process.

RESULT: 98% of the Sales Counselors talked more than 70% during the entire call.

SLS: How can sales managers train/ coach to improve this?

MM: This can easily be improved by asking more open-ended questions, which force the prospect to answer with more than 1 or 2 words.

SLS: What do they talk about? Is it feature-dumping/ laundry listing?

MM: Yes, it is features dumping. After asking just a couple of questions, most sales counselors jump right into presentation mode. They share everything there is to know about the community. The problem is that they never discovered the true needs (both physical and emotional), so most presentations are not specific to the prospect and that is a huge mistake.

Watch the Recorded Webinar: How To Use Mystery Shops as a Coaching Tool

RESULT: 45% of the time, the prospect was asked to visit the community in the first two minutes of the call. No rapport or discovery was attempted. How do you think this made the prospect feel?

SLS: Are there any stats about how many questions sales counselors typically ask before trying to close for the tour?  

MM: This is a great question and it really does depend on the personality of the sales counselor and the amount of training and coaching they have received. But if I had to put a number on it, I would say they typically ask 4-5 questions. Although asking too few questions is a problem, asking the wrong questions compounds that problem. Most of the questions being asked are questions that qualify or disqualify a prospect from moving into the community.

RESULT: The receptionist asked for the caller’s name only 20% of the time.

SLS: Is this getting worse?

MM: It seems to be getting a little better for those companies who are actually investing in the front-line staff members who answer the phone. However, the industry as a whole is not getting any better. Many times the caller is put on hold and then just transferred to the sales counselor. This one “little” thing can make the difference in creating a good first impression.

SLS: Do you offer training on this?

MM: When we are brought on to conduct sales training for a company, many times the concierge and management is included in the training. However, one does not need professional training to learn how to properly and professionally answer the phone, and then how to handle the call. A little bit of guidance from the ED or sales counselor can go a long ways.

RESULT: 35% of the time, prospects did not get answers to their questions on the first call.

SLS: Why is this?

MM: This statistic is actually derived from call backs. The first time a prospect calls a community, they think they have an idea of what questions to ask and what information they need to gain. However, as we all know, it is an educational process.

Sales counselors need to ask questions that lead to an outcome. They need to ask questions to guide the prospect to start thinking about for more than what they called in. However, it normally takes several calls to other communities before they start piecing together the questions they did not even realize they needed to ask. The bottom line is that most of our prospects do not know what questions to ask when they call in. It is the job of the sales counselor to help them identify those questions, needs, and solutions.

Download ‘Questions to Use in the Inquiry Process’ checklist

RESULT: 60% of the Sales Counselors used the brochure as the close. 

SLS: Why? Have they disqualified the caller as not being hot/ urgent enough so they call back to the brochure?

MM: After the initial call, if a tour has not been scheduled, the sales counselor immediately offers to send a brochure. The problem is not the sending of the brochure. The problem is that they are not gaining a commitment to the next step. Perhaps the prospect needs to share the information with a family member, or they need to call a few other communities. There could be a number of reasons why the prospect does not agree to a tour initially. However, there still needs to be a next step, e.g. follow up call.

SLS: Do they not have other options: tour, lunch, event, home visit, support group, etc.?

MM: There are a number of different options. It just depends upon the objection given by the prospect. Many times the sales counselor does not even ask for the close, because they have not earned the right and therefore do not feel comfortable. So, they revert to sending a brochure. I am a firm believer that you need to earn the right to ask for the close. However, even if you have not earned the right, you still ask for the close. The truth is that most sales counselors are not earning the right to ask for the close. So, just ask!

SLS: These statistics obviously show there is a lot of room for improvement in the discovery process. Has anything changed in the last 5 years?

MM: There has been a significant amount of talk about changes in the industry. You cannot attend an industry conference without hearing about changes. The place where I have seen the greatest change is in technology. The problem is that technology is not the fix to creating a sales culture in your organization. This industry requires a sales process that is founded on relationship building principles. We do a good job of talking about these principles, but we do a poor job of implementing them.

SLS: Are there trends that we can learn from?

MM: There are certainly some key trends that we can learn from, and they are not industry specific. The first thing we need to do is invest in our people. When it’s time to reduce budgets, normally the training budget is the first thing cut. This is a huge mistake. A training program that is implemented correctly can create a sales culture, increase closing ratios, and decrease turnover.

The second thing we need to do is hold our people accountable. If you make the commitment to invest in them, then make the commitment to hold them accountable. Third, you need to have follow up and follow through measures in place. Training your people once a year will not create any changes. There needs to be ongoing training and coaching. There needs to be tools in place, e.g. mystery shopping, that identifies specific areas of opportunity. Then you reinforce those areas of opportunity with more coaching and training.

SLS: What kind of senior living sales training/ coaching has the best impact on improving skills?

MM: Although there are a number of training processes, I believe we should be using a process that is specific to the senior living industry. Once the sales process has been identified, then you need to ensure specific skill sets are being trained. There is a lot of training out there that tells you what you need to do, but they don’t tell you specifically how to do it. Any trainer can tell you that relationship building is crucial to the sales process, but don’t just tell me – show me. I am not a huge believer in inquiry forms, primarily because the sales counselors are not trained on how to properly use them. The majority of the time, the inquiry form turns the sales process into more of an interview or interrogation.

Additionally, since most of these inquiry forms have pretty much the same questions, the prospect is getting asked the same questions regardless of what community they are calling. When a sales counselor asks a question, they should not know what their next question will be until they have heard the answer. The question should be based off the answer because that is how you are going to get below the surface to the emotional level. The inquiry form seems to be more of a hindrance than an assistance.

SLS: Of the best performers that you have shopped, what are the common characteristics and behaviors that set them apart?

MM: First, they build rapport with the person who is on the phone (normally the adult child). This rarely happens but when it does, it transforms the call completely. Second, the call sounds like they are having a normal conversation with a friend. If they are using an inquiry form, it is certainly disguised by the sales person’s ability to drill down and ask deeper questions. Third, all of the best performers are great listeners. They listen with intent and pick up on key phrases that allow them to dig deeper until they get to an emotional level. Our prospects ask us about the logical things, but they really care about the emotional things.

SLS: Do you ever shop EDs or back up teams/ MOD? Anything we can share about those shops?

MM:  We do have clients that shop their EDs and back up teams. Many clients even conduct phone shops after hours (nights and weekends) to see how the calls are being handled. If you have contact with the prospect, you should be getting shopped. As you can imagine, the EDs and backup teams typically score significantly lower than the sales counselor. The main reason is because they are not provided the necessary training to handle an inquiry. I am not saying they need to master the sales process like your sales counselors, but they need to be armed with enough skills to properly handle the call without losing the lead.

Senior living mystery shopping is one of the most cost-effective tools you can invest in that could provide a very large return. If you don’t measure it, you can’t expect it.

Primo Solutions Mystery Shops & Sales Training

Primo Solutions, LLC is a full service Mystery Shopping, Training, Marketing, and Satisfaction Survey company, providing quality follow-up and follow-through measurement tools to evaluate your sales, customer service, and other team members.

senior living marketing

Senior Living Websites: 6 Questions to Ask Digital Agencies

Almost anyone can “build” senior living websites, thanks to YouTube tutorials and free website templates. But that doesn’t mean the website will work from a sales and marketing perspective. Why? Because an effective website needs a strong strategy that shows an understanding of the senior living industry.

Here are six strategy questions to ask agencies before choosing one to build your senior living website.

1. How will you drive the right prospects to my website?

Not all traffic is good traffic. The right digital agency will ask YOU about your ideal prospect: who they are, what they care about, how they search. If the agency doesn’t demonstrate a keen interest in your senior living community’s buyer personas, walk away. Otherwise, you might end up with a generic “one size fits all” website that doesn’t attract targeted traffic.

2. How will you attract ideal prospects to my senior living website?

Your digital partner should conduct keyword research. In addition, the agency should have experience with search engine optimization (SEO) for senior living. This involves understanding…

  • The search terms that prospects use when looking for senior living options
  • How often each term is searched monthly
  • How difficult it is to rank for these prized terms
  • Where you and your competitors currently stack up

Note: Senior living SEO is also a skill. Don’t be shy about asking the agency to show results that they can quantify.

3. What is your strategy to turn anonymous website visitors into contacts and leads?

Driving qualified prospects to your senior living website is just the beginning. The website also has to convert visitors into tours and move-ins. Ask the agency how they plan to accomplish this.

4. How will you nurture the early stage leads to keep them engaged?

If you generate 100 form requests, you might have 10 that will make a decision in the next 30 to 60 days. The other 90% of these contacts are “not ready.” But if you put all 100 into your senior living sales CRM, your sales team will get frustrated. They will disqualify most of the leads and move them to cold since the leads are not ready. The chances of the sales team ever returning to those “not ready” leads are slim as well.

What a good agency partner will do is make sure you have a good lead scoring plan in place. The urgent leads will go to sales. The not-ready leads will be nurtured until they are ready.

5. How will you get the right information to the right prospect at the right time?

Prospects are in different stages within their journey. Again, your digital partner should be able to identify where each prospect is and provide relevant content for each stage. Having high quality blogs and premium content (e.g., guides, checklists, and e-books) aligned with your keyword strategy is incredibly important.

6. How well does your digital partner understand your sales process?

A strategic partner will be able to articulate your prospect’s journey from the point they begin their research online through their path to conversion and move-in. Marketing strategy must be aligned with sales strategy. Most digital agencies only understand marketing, but that is not enough. Understanding the discovery, advancing, and closing process is critical in designing the right experience for prospects and for the sales team.

Bottom line: Don’t hand over the keys to your senior living website to just any ol’ agency.

Remember, building a new senior living website is going to require an investment of scarce resources: time and marketing budget. Operators expect to see results, which is why you need to make a good decision when choosing the right strategic partner.

The Senior Living SMART team has years of experience on the operator side of the industry. We understand buyer personas. Not only that, we’re experts in digital marketing. Let’s chat about your website project.

FREE Website Assessment

Ready to find out how your senior living website matches up? See how your site is performing with our instant report that you may save and share.

 

Understanding Sales and Marketing Transparency in Senior Living

Understanding Sales and Marketing Transparency in Senior Living

Understanding Sales and Marketing Transparency in Senior Living

Creating lead generation transparency is unique in senior living yet critical to each community’s efficiency and productivity. We will pull back the curtain with statistics on lead management, lead validation and conversion rates.

What to schedule a demo or learn more? Click here for more information on SeniorVu services

content marketing

Using Content Marketing to Generate More Leads, Tours, & Move-Ins

Content marketing, when done correctly, can help you attract and convert website visitors into qualified leads, scheduled tours, and move-ins.

But what content should you create? Most people immediately say “blog posts.” While blogs are a great tool to improve SEO, increase traffic, and engage visitors, you need to do more than simply “blog” if you want to generate leads, tours, and move-ins.

1. Invest in Premium Content Marketing

Your site probably has lots of ungated content, meaning people can access it without giving you their info. Your blog posts are examples of ungated content.

But offering premium content—something people can’t get anywhere else that is “gated” behind a form—motivates visitors to give you their contact information in exchange for the valuable content. From there, you can continue to nurture the prospects along their sales journey. So what should the premium content be? Think guides, e-books, “how-to” articles, and checklists.

A good place to promote your premium content is through a call-to-action (CTA) at the end of a blog post (e.g., “Get our free guide on aging well!”). The blog posts are the bait, your prospects are the fish, and the premium content serves as the hook.

Keep in mind that it’s important to have a variety of premium content because prospects will “bite” on different content based on their stage of readiness and interests.

2. Create Stellar Landing Pages

Your landing page is where the premium content “lives.” This the “gate” part in gated content. The landing page should include:

  • An image of the premium content – so work with a graphic designer on a beautiful cover!
  • A compelling description of what the prospect will learn – so work with a copywriter!
  • A form to gather contact information in exchange for receiving the content. If you want to be sure to gather real emails, distribute the content to prospects via email rather than direct download.

Don’t overwhelm prospects with too many required fields! This is a first date, so simply ask for first and last name and email address. In terms of how to create and host landing pages, we recommend HubSpot because they offer progressive profiling so you can ask additional questions with every opt-in form. As prospects take more premium content, you get more information such as preferred location, their role, and desired lifestyle.

Remember, marketing’s job is to “plate up” sales-qualified leads (SQLs) to the sales team. Each landing page represents a piece of content related to the sales funnel. Your sales team will be especially interested in prospects who opt into content that indicates they’re sales-ready. And by knowing what content the SQL has downloaded, your sales team can have a more productive conversation when they talk to the prospect on the phone or meet face-to-face.

3. Set Up Effective Senior Living Marketing Automation to Nurture Leads

Congratulations, you took an anonymous website visitor and converted them to a lead – great! Now, it’s time to nurture these leads to create face-to-face or voice-to-voice interactions with the sales team.

However, if you reel in the fish too quickly, it will get spooked and drop off the line. That is what happens when you send every lead directly into your CRM. Instead, use a marketing automation platform that will create automated workflows to provide additional content and offers (e.g., tours, lunches, home visits, events) that are relevant to the lead based on the “bait” that reeled them in.

For example, if someone downloads a piece of educational content on tips for aging well, this suggests they are at the top of the sales funnel and perhaps just beginning to learn about senior living options. How you nurture them will be a lot different from the way you nurture someone who’s downloaded a guide on how to finance different senior living arrangements.

If you follow these three steps, you will establish your brand as a thought leader and you’ll continue to bring prospects back to your website throughout their journey. Best of all? You’ll be serving up SQLs that your sales team can take across the finish line.

If you need assistance setting up these systems, please contact us or call 888.620.9832.

Using Data to Uncover New Possibilities in Senior Living

Using Data to Uncover New Possibilities in Senior Living Webinar

Using Incidence Analytics to Identify Market Need

Improving Senior Housing Performance with Precision Market Analytics

We are a data driven world. It can be good or it can be overwhelming. This webinar will highlight three scenarios where data is used to make intelligent business decisions, improve current assets and increase referrals to your communities. Learn how to use incidence data and medication data to improve your business results.

What to schedule a demo or learn more? Click here for more information on VisionLTC services →

senior living marketing

[WEBINAR] Senior Living Websites: Attract, Engage & Nurture Prospects

Senior Living Websites Should Attract, Engage, and Nurture Prospects

Lead nurturing is the purposeful process of engaging prospects by providing relevant information at each stage of the buyer’s journey. You want to actively move the prospects through your marketing and lead generation efforts, to the point where they become leads. In this webinar, we discuss how to nurture leads. Strategies include targeted content, multi-channel nurturing,  timely follow-ups, and personalization.

Interested in learning more strategies for exceeding prospects’ expectations?

Let’s chat! We’ll spend 30 minutes brainstorming with you.

INBOUND MARKETING

What is Inbound Marketing? And Do I Need It? [Webinar]

Inbound marketing is the tool used to meet today’s customer where they spend most of their time – on the internet. Inbound marketing is all about attracting prospects through relevant and helpful content. It allows senior living communities to add value at every stage in your prospective resident’s journey. It pulls together content marketing, blogs, events, SEO, social media and more to attract prospects to your website.

 

Fresh Ideas For Planning Events That Drive Traffic & Generate Leads

Senior Living Marketing Events: Fresh Ideas That Drive Leads

Editor’s note: We updated this article on 9/15/20 in an effort to talk about senior living marketing events in the time of COVID-19.

Senior living marketing events can typically go one of two ways. First, well-planned and executed events can generate qualified leads, re-engage existing leads, and create opportunities to develop new professional contacts and nurture existing relationships.

On the other hand, poorly executed events can be a big waste of time and money. Add in a pandemic, and event marketing becomes even more complex!

Don’t worry. We got you covered. Here are some fresh event ideas, most of which you can adapt in a “virtual” way. Popular options include Zoom and Facebook Live. In fact, we’ve written an in-depth post on how to effectively use Facebook Live during COVID-19…and beyond.

Senior Living Marketing Events: Show That You Are An Expert & a Resource

Educational senior living marketing events will help position you as a trusted advisor and valued resource. Below are some topics and themes to consider.

  • Author Visit. Many authors are doing virtual book tours right now. You can either host or simply promote a popular author’s upcoming virtual book tour. For in-person events, the author can speak and bring books for purchase and signing.
  • Downsizing/ Transitions. Invite real estate pros and downsizing experts. Hold a panel discussion in person or via Zoom/Facebook Live.
  • Financial Solutions Same idea as above. Your community hosts the experts in person or virtually. Think VA benefits, life insurance conversion, and long term care.
  • Legal Issues/ Financial Planning Topics. Ditto.
  • Memory Care Topics. Ditto. Think brain fitness, education, research, driving, and dementia.
  • Support Groups. Ideas include: caregiver support groups, Alzheimer’s, men’s groups, bereavement groups, etc.
  • Continuing Education Units (CEUs). Do this at your community, or bring your program to a local hospital or skilled nursing facility.

Senior Living Marketing Events: Be Social & Show Your Fun Side

Some of the senior living events below work better “in person.” But many can be adapted to a virtual environment. We’ve marked those with asterisks.

  • Art classes. *This can be a GREAT thing to do virtually. The teacher demonstrates via ZOOM, and people follow along/participate at home.
  • Fitness classes. *Same idea. The teacher conducts the fitness class via Zoom, and people can take part from home.
  • Networking. Think breakfasts, lunch, cocktail receptions, martini mixer etc.
  • Dash & Dine. Stop by for a tour or event, and take home dinner on us!
  • Spa Night. *For a virtual component, perhaps offer a virtual “series” on nail care or how to trim your own hair.
  • Brunch. Ideas include champagne, jazz, holiday, Mother/Father’s Day.
  • Senior/Senior Prom with local high school (Star Dust Prom).
  • Holiday/ Special Day Socials / BBQs. Think of all the possibilities: Valentine’s Day, Saint Patrick’s Day, Mother/ Father’s/ Grandparent’s Day, Memorial Day, July 4th, Veteran’s Day, Thanksgiving.
  • Chef demonstrations & duels and contests.  *Another great option for Facebook Live. Think of how many people love watching reality cooking shows!
  • Fashion Show. Collaborate with a local store and use staff, residents, family, or professionals as models. *Again, a version of this could be transitioned online.
  • Comedienne. Professionals need to have fun after work. *So many comics are sharing free clips right now on YouTube. Compile a bunch and share with your contacts.
  • Reading or one act play by local theater group 

Senior Living Marketing Events: Grass Roots & Community

  • Host spiritual groups. Think Parish Nurses, Stephens Ministry, Non Denominational meeting of Rabbi’s, Pastors, Priests etc.
  • Host seniors groups. Think Red Hat Society, Senior Centers & Groups.
  • Host art shows for local schools/ artists or resident art
  • Host piano recitals for local teachers if you have a piano
  • Dinner & a movie if you have a theater
  • Sponsor a community yard sale
  • Host fundraisers. More and more of these are happening online, such as virtual walks/races.
  • Sponsor a community health fair with free screenings
  • Host community group car wash
  • Host a variety/ talent show
  • Wreath/ Miniature Tree decorating – referral sources & families buy a wreath or tree and decorate it (usually with a theme) and raffle them off for charity at a social event.

Reminder, we’ve helped our clients successfully “pivot” during the pandemic.

In fact, we never missed a beat since we’re a virtual marketing agency. As a result, most of our clients didn’t either. WE CAN HELP YOU. Please don’t hesitate to reach out and take advantage of our free 30-minute brainstorming session. We can help you come up with effective senior living marketing events that will work now.

Market Better During COVID-19!

Access our free resources! Includes tips on senior living events and more. Get started here.