Animation of man in a dark room with computer lighting illuminating him.

Overcoming Email Fatigue in Senior Living Marketing

Animation of man in a dark room with computer lighting illuminating him.

I recently attended an enlightening 36 hours at the Senior Housing News (SHN) Sales & Marketing Conference in Tampa, Florida.

Amidst the whirlwind of networking, insightful presentations, and thought-provoking discussions, one topic stood out: the debate around so-called email fatigue in senior living marketing.

The Myth of Email Fatigue

One of the conference attendees stated that senior living prospects have become increasingly overwhelmed with email and are experiencing “email fatigue.”

At Senior Living SMART, we’re witnessing a different story. More than 50% of our clients attribute half or more of their move-ins to effective email nurturing, thanks to marketing automation.

Here’s the thing: Our clients’ prospects don’t initially engage with the community by choosing a sales action, such as scheduling a tour, clicking to call, taking a survey, or requesting a call back. Instead, they choose to give their email in exchange for something educational, like a brochure, guide, or eBook.

The email part is critical!

After getting the email, the community’s marketing automation enrolls the prospect in a multi-step email nurturing campaign. Through email alone, the prospects advance themselves (hello buyer enablement!) to taking a sales action, like booking a tour. The prospect decides when they want the sales interaction, and once they do—they tend to be excellent leads with greater conversions to move-ins.

But it all starts with email.

The Real Culprit Isn’t Email Fatigue, It’s Lackluster Content

So, why the stark contrast in results between what our clients are experiencing and what other communities at the SHN conference were talking about?

It boils down to the quality of the email’s content and design. Emails heavy on text, lacking originality, or feeling overly salesy are the true culprits behind so-called email fatigue.

In contrast, emails rich in valuable resources like videos, guides, FAQs, infographics, testimonials, and vibrant imagery resonate well with prospects.

Revitalize Your Email Marketing Strategies for Senior Living

Before dismissing email as a viable marketing channel for your community, consider revamping your approach:

  • Conduct A/B testing: Experiment with various elements of your email campaigns, including landing pages, content, design, and workflow cadence. However, remember to test one element at a time to accurately measure impact.
  • Write engaging subject lines: Test different styles to improve open and click-through rates. Emotional appeals, questions, and emojis can make your emails stand out in people’s inboxes. I recommend following Jay Schwedelson, Nancy Harhut, and Andy Crestodina for inspiration.
  • Don’t skimp on visuals: Incorporate authentic videos, virtual tours, and images to make your emails more engaging. Authenticity connects with prospects, showcasing real-life community experiences.
  • Leverage your marketing automation: Pay attention to analytics to get the most out of your marketing automation software, like HubSpot. Measure your email campaign’s effectiveness. Adjust email workflows based on open rates, click-through rates, and unsubscribe rates to fine-tune your strategy.
  • Consider the cadence: Recognize that not all decision-making processes are the same. Adjust your email cadence to match the sales cycle length for various care levels. For example, memory care decisions tend to be shorter than independent living. You may need a four-step workflow for one and an 18-step workflow for the other.

Bottom Line: Email Marketing Is Still Relevant

Not only is it relevant, but email marketing offers excellent ROI. So don’t rush to nix it from your marketing strategy or replace it with SMS/text messaging.

Sure, integrating SMS into your strategy is smart. But email marketing still reigns—at least for now. To get the most out of it, focus on producing better emails.

Need help? That’s what we’re here for. Our agency’s sole focus is senior living marketing.

Multicolor boxes stacked in various patterns.

More Tech Stack Tips for Senior Living Marketing

Multicolor boxes stacked in various patterns.

Recently, I had the privilege of participating in a panel discussion at the Senior Housing News sales and marketing conference in Tampa alongside Sherrie Bebell and Wade Goodman.

The session, “Tech Stack Transformation: Innovating Senior Living Sales & Marketing in 2024,” offered a fascinating look into the collective drive to enhance the prospect experience, minimize decision-making friction, and refine the integration of marketing and sales for improved lead quality and conversion rates.

Of course, choosing the right tech stack can be challenging for senior living marketers since many legacy technologies haven’t adapted. Not to mention, there are so many new bright and shiny things to choose from.

We recently shared an article about the tech stacks all senior living marketing and sales teams should use. Now, let’s take a deeper look at three critical areas (and let’s use a fun analogy to explain them: shopping malls).

What do shopping malls have to do with your senior living community’s tech stack anyway?

Like shopping malls, today’s marketing tech stack has anchor stores, lots of smaller boutique shops, and a food court in the middle.

In this shopping mall analogy, the senior living website and CRM are at the ends of the mall, anchoring the smaller boutique shops. The marketing automation platform is the food court—it feeds the marketing machine. The small niche shops are your website chat, surveys, blogs, floor plans, videos, and so forth—the stuff that engages prospects as they pop in and out of their shopping experience.

Just as malls have had to rethink their structure to remain competitive, senior living operators should rethink their three anchor technologies: website, CRM, and marketing automation.

Outdated website? Here’s what to do next . . .

If your senior living website hasn’t been updated in over three years, consider this your sign for a makeover. Modern prospects expect a mobile-first, fast, intuitive, and easy-to-navigate online experience that allows them to research anonymously.

When doing your website makeover, emphasize original photography, comprehensive 3D floor plans, transparent pricing, trust signals like reviews, and robust educational content to keep prospects engaged and loyal to your brand.

Build your site on WordPress, own your hosting license, and avoid falling prey to proprietary websites that you cannot access and do not own.

Learn more about the ins and outs of effective senior living websites here.

Crappy CRM? Time to upgrade . . .

A great senior living CRM integrates with your chosen marketing tools, including your marketing automation, email marketing, chat (live or widget), surveys, call tracking, third-party aggregators, call center (outsourced or internal), Google Analytics, and social media.

The best CRMs also allow integration of choice rather than limiting the selection to only their preferred partners, which they monetize through forced bundling.

Today, with open APIs, Zapier, and custom middleware, operators should expect their CRM technology partner to provide bilateral integration with all marketing tools and platforms.

If your CRM doesn’t offer all of the above, it’s time to upgrade.

Is your marketing automation too basic? Time to upgrade here as well.

Your website (along with Google Analytics) should be able to capture the initial prospect journey information, such as lead attribution sources, most visited pages, entry and exit points, and conversion insights (where and how prospects are converting from anonymous website visitor to lead).

Your CRM picks up the prospect when they have advanced to a sales-qualified lead and documents all sales activities, effectively closing the loop when prospects advance to move-ins.

Your marketing automation, however, is the engine in the middle that works 24 hours a day to nurture and advance prospects throughout their journey. The connection between each of these three platforms ensures that there are no blind spots in the prospect journey and that no lead is left behind.

We recommend HubSpot above all others because of its reporting capabilities and the marketing dashboards you can create by ownership group, portfolio, region, and level of care. These dashboards allow you to visually display the entire lead pipeline by stage. You can see the ROI of every marketing dollar spent by channel, which is critical intel.

Don’t forget to integrate bespoke experiences for added panache, personalization, and conversions.

To complete our analogy of comparing the martech stack architecture with a shopping mall configuration, we can’t forget the smaller boutique stores that connect the anchor stores and the food court.

In our analogy, these would be all the third-party integrations that plug into your tech stack, including chat, surveys, call tracking, videos, map features, and the like.

Just as mall shoppers pop in and out of the niche store as they move between the large anchor chains and the food court, senior living prospects will use these tools when they visit your website.

Our approach to creating this foundational tech stack for our clients

Our clients have enjoyed great success using WordPress CMS, HubSpot marketing automation, and Welcome Home CRM. This combination of products provides complete visibility into the prospect’s entire journey.

From there, we can reverse-engineer move-ins to better understand:

  • The original lead attribution source
  • All the touchpoints along their decision path (engaging with social, paid, content, video)
  • Measure their engagement (number of website visits, landing page conversions, content downloads, and emails opened and clicked)
  • The number of days between first conversion and tour, first conversion and move-in, and tour-to-move-in by persona and level of care

Ready to rock your senior living marketing tech stack?

For communities that want to increase their lead generation and conversion rates, embracing a well-rounded tech stack is key. And we can help! Schedule a brainstorming call with us today, and let’s explore how we can transform your marketing tech stack.

Clos up of an arm demonstrating senior living marketing.

Senior Living Marketing Tech Stacks: The Ultimate Guide

Clos up of an hand building a pyramid with blocks.

When it comes to adopting the right marketing technology (a.k.a. “martech” or “tech stack”), senior living marketing and sales teams can’t afford to fall behind the curve.

You must have a reliable tech stack that effectively supports your marketing strategy so you can grow and maintain occupancy.

So, what should your community have in its tech stack?

Keep reading to find out.

Martech essentials for senior living marketing

Marketing automation

Marketing automation empowers you to send the right message to the right prospect at the right time. (That’s a simplified definition.) Marketing automation is a must-have if you want your community to remain competitive.


The most important point we need to drive home is this: Your senior living CRM shouldn’t live by itself in a silo. Why? Well, if your martech platform isn’t connected bilaterally to your CRM, you’ll end up with two systems that are blind to each other.

One system will house initial source attribution (and possibly prospect behavior before people convert, depending on how sophisticated your system is). However, once the leads go to the sales team, the marketing team will be out of the loop since sales will use the CRM that doesn’t pass info back to the first system.

Instead, you should choose a CRM that integrates with your marketing automation platform to capture data from social, paid, organic, Google Analytics 4 (GA4), event registrations, etc. This centralized marketing portal should allow you to create custom dashboard reports that you can easily filter by location, portfolio, region, and investor group.

Data and analytics

Google Analytics 4 is a must (and it’s free). Keep in mind that GA4 is COMPLEX. You’ll want to make sure everything is working properly from a back-end perspective and that you have someone who can correctly interpret what the data is saying.

Marketing automation software (like HubSpot) also offers robust analytics. Again, the challenge is making sure someone knowledgeable in statistics interprets the data.

Website platform

Avoid templated websites (also called “websites in a box”). Unfortunately, promises of rock-bottom prices and so-called ease of use can lure people in. But like so many things in life, if it sounds too good to be true, it probably is.

Templated websites offer little to no flexibility, break easily, are too generic, are rarely built with search engine optimization (SEO) in mind, offer barebones customer service, and become more expensive in the long run.

Instead, invest in a custom website that reflects your brand and is designed for your prospect personas.

  • PRO TIP: If you put the work and money into your website, make sure you OWN it. Using older, closed, or proprietary platforms will limit your ability to own your strategy, decisions, and results. How can you tell if your website is yours? If you can’t get into the backend or you have to submit a ticket to make changes, you don’t own it. Ditto if your marketing agency manages your website hosting, Google Analytics account, or Google AdWords account. Don’t settle for this! Everything should belong to your community.

Website accessibility

Have you heard of the Website Content Accessibility Guidelines (WCAG)? In a nutshell, WCAG’s ultimate goal is to make web content accessible to everyone, particularly people with disabilities.

Making your senior living website accessible to all visitors doesn’t just happen. You must be thoughtful in your approach—and aware of the latest WCAG requirements.

Working with an accessibility compliance partner to help make sure your site is always up to snuff should be another item in your tech stack. (Remember, accessibility will remain ongoing, given how quickly technology evolves.)

Call tracking

You can’t know what you don’t measure. Unlike other industries, the phone is still a popular way for prospects to contact senior living communities. (More on this topic below.) But you must effectively track and link those calls to their corresponding marketing campaigns.

Call center

No, we’re not talking about your grandma’s call center (or even your mother’s). Good call centers today are much more sophisticated—and can serve as an excellent way to manage leads. (See further down in this article for a deeper discussion about this topic.)

Interactive website tools

Tools like live chat, chatbots, interactive surveys, 3D floor plan renderings, and the like make for a “sticky” website where visitors spend more time engaging with different elements and soaking up info about your community.

  • PRO TIP: Check out one of our favorites: Roobrik.


People read and respond to texts faster than email or phone calls, so it’s not surprising that more and more businesses are adding text messaging into the marketing mix.

Integrate text message marketing into your lead nurturing processes by triggering text messages to prospects based on their online behaviors.

  • PRO TIP: We recommend Salesmsg to keep communications cohesive across all platforms and devices.

Should an old-fashioned telephone be part of your martech stack?

Phone calls are still relevant, but you need a modern way to manage them.

Too often, communities rely on a front desk greeter or receptionist to field calls from people who want to know more about the community. The problem is that they are not trained in sales.

But expecting your sales reps to be available to take sales inquiry calls as they come in is also unrealistic. Your reps will be busy doing tours, meeting with families, and networking.

A better solution is to contract with a call center to manage all inbound inquiries. A good call center can qualify, score, and segment leads appropriately. Sales-qualified leads (SQLs) will go to the sales team (along with helpful notes). Marketing-qualified leads (MQLs) can go into relevant nurturing campaigns. You won’t have to worry about leads falling through the cracks.

The key is finding a call center with expertise in handling senior living inquiries and that trains its employees on your community’s specific workflows. Not all call centers are created equal, so make sure you work with one that helps your sales process, not hurts it.

  • PRO TIP: At Senior Living SMART, we’ve developed an answer to the above problem: LeadGenie. LeadGenie acts as a virtual welcome center for prospects. It can also cover vacant sales positions, do pipeline work to warm up older or colder leads, manage events, and handle crisis communication. It’s not just a call center—it’s a total lead management solution.

Bottom line: The right tech stack can make or break your senior living marketing and sales efforts.

Get in the habit of auditing your tech stack every year (at least). Many technologies renew automatically whether you’re using them or not. Cancel subscriptions for software and tools that no longer serve you, stay current on software updates, and be open to new products that can improve workflows and results.

And if you need help figuring out any of the above, give us a shout. We can audit your existing tech stack, review contracts for big-ticket items, and give you our honest opinion.

Close-up of woman with headset working in senior living marketing.

Why We Love CallRail & HubSpot for Senior Living Marketing

Close-up of woman with headset working in senior living marketing.

What’s the problem with this marketing story? A 55-year-old woman has been broaching the subject of senior living with her 80-year-old mother. Unfortunately, Dad died three months ago, leaving Mom all alone in the house where the daughter—let’s call her “Gabby”—grew up.

Gabby knows the house is too much for her mom. Mom has been mostly non-committal whenever the topic of senior living comes up, but she doesn’t flat-out say no. Gabby has been casually googling senior living communities in the area. She recently visited one website that caught her eye and downloaded an interesting guide about steps to take when considering senior living. She glanced at it and put it aside to read later when she had more time.

Fast forward a few weeks. Gabby’s mother experienced a fall. Luckily, she didn’t break anything, but Gabby knows she needs to push for senior living sooner rather than later. Coincidently, Gabby received an email this morning from the same community where she downloaded the guide. Gabby pounces and calls the number in the email to book a tour for the upcoming weekend.

Gabby and her mom take the tour, and both fall in love with the community. While they do visit a few more communities, they keep coming back to this one because they’ve developed a great rapport with the sales counselor. Before long, Gabby’s mom signs a lease with the community.

So, again: What’s the problem with this marketing story? You might be thinking, Not a thing. The story demonstrates effective marketing and sales efforts, right?

Sure, it’s great that the community’s site came up in Gabby’s online search. It’s great that Gabby downloaded a piece of content (which means the community got her email address). It’s great that she opened the lead nurturing email. And it’s great that she scheduled a tour.

The issue? The phone call she made to book the tour.

That phone call can cause a potential hiccup in the marketing attribution. Remember, to understand what campaigns bring in the best leads, the sales and marketing teams must be able to close the loop in their reporting. So, the question becomes, how can you track phone calls and synch them with digital contact records in your CRM, like HubSpot?

Luckily, solutions exist, and our favorite is CallRail.

What is CallRail?

In a nutshell, CallRail describes itself as the AI-powered lead intelligence platform that gives businesses of all sizes the ability to track and attribute calls, texts, forms, and chats just as easily as you can track clicks.

The CallRail integration with HubSpot allows businesses like senior living communities to connect call data to HubSpot contact records and track the campaigns generating move-ins. CallRail works with over 200,000 businesses and has been a HubSpot app partner since 2018.

Why integrate CallRail with HubSpot?

Because the senior living sales cycle can be so long, we recommend taking advantage of CallRail and using call tracking as a complement to your existing digital marketing efforts.

Benefits of integrating CallRail with HubSpot:

  • Track calls from any source, including online ads, offline marketing, and your website
  • See phone-tracking data within HubSpot—no need to toggle between multiple platforms
  • Learn which marketing campaigns are driving the most leads so you can make better use of your budget
  • Drill down into the summary of each call with CallRail’s Conversation Intelligence—discover keyword phrases, learn about questions prospects have, and identify which sales reps are rocking their calls (and which ones need coaching)
  • Bolster your lead scoring—call data is helpful in advancing prospects. If someone calls in directly to the community (showing higher intent), you can use that call data as positive criteria as part of your lead-scoring strategy

Remember, marketing isn’t linear (as much as we’d like it to be).

In a perfect world, prospects would follow the path we marketers have envisioned, like visiting the website, downloading a piece of content, getting lead nurturing emails, and ultimately clicking on a link in one of the emails to schedule a tour via a form on the website.

But as our earlier example suggests, marketing is never linear. The casual, low-intent prospect who hasn’t opened the last two emails you’ve sent might pounce on the email you send tomorrow because her situation has changed. Her mother fell, and now she needs to move much faster than originally planned. But instead of clicking on the link in the email to schedule the tour, she calls instead.

If you’re not tracking that phone call, your marketing and sales team loses out on critical data—not to mention that it will be much harder to close the loop in your marketing and sales reports.

But if you have CallRail integrated with HubSpot, you can ensure all the marketing intelligence associated with that prospect isn’t lost simply because she chose to call instead of clicking on a link.

CallRail + HubSpot: A winning formula.

We don’t have to tell you how long the senior living sales cycle is—and it only seems to be getting longer, especially among Boomers choosing to stay put in their homes.

Get the most out of your marketing efforts by tracking as much as possible, including calls into your community, with CallRail integration with HubSpot.

Reminder, CallRail will . . .

  • Help supercharge your HubSpot
  • Provide practical insights into calls
  • Demonstrate a positive way to use AI

View Webinar Recording - 4 ways to get more marketing insights from HubSpot with AI-powered applications
Psst. Don’t know what to do first? Or don’t have the time? We can take this off your plate.

And if you want to know more about CallRail and HubSpot, check out the webinar that Paul Trusik, our Director of Operational Technology, was involved with last year. You’ll find it in the second point in this article, “4 ways to get more marketing insights from HubSpot with AI-powered applications.”

Elder woman interacting with clinical caregiver.

Senior Living Marketing: Get More Videos from Your Team

Elder man in interacting with clinical caregiver recording a video. How to use videos in senior living marketing.

Nothing can transform senior living marketing from meh to WOW faster than video. It’s among our top recommendations to our clients, yet the hardest one for them to embrace.

Listen, we get it. Video marketing can sound intimidating. And a decade ago, it was. But today’s smartphones shoot excellent video, and editing apps simplify splicing and dicing.

The best part? You likely already have someone on your marketing team who can take on editing videos. Or you could task an intern with the role. Gen Z knows a thing or two (or a hundred) about shooting compelling videos. And all they need is their phone. (If neither option is viable, we can help, provided you get good raw footage—more on this below.)

Empower people in your community to shoot raw footage.

The key to getting more videos is empowering existing team members within your community to take more videos. We’re not just talking about the senior living marketing and sales teams, either. The activities department, dining services, and even admin folks can all be tasked with taking videos.

Let them know all they need to do is shoot the raw footage and that your team will handle the rest. Easy-peasy!

Make it simple for people to share their footage with the marketing team.

You need an easy way for people to transfer the raw footage from their phones to a place where your marketing team can access it. Many options exist. If you’re unsure, go with Dropbox.

Here’s what you do:

  • Each month, set up a community Dropbox folder for the current month. You’ll have one main Dropbox folder. Within it, you’ll create a new folder each month. Turn off permissions for the other months’ folders as you go along.
  • Create a shareable link to the current month’s folder. Make sure the setting says that anyone with access to the link can edit.
  • Email the Dropbox link to the staff (or the folks you’ve empowered to be on your video team). Alert them that this month’s folder is awaiting their awesome uploads.

In your email, always include a link to instructions on how to download the Dropbox app to their phone and how to upload videos from their phone to Dropbox. We recommend creating an unlisted YouTube video that only people in your organization can view, demonstrating how to do this on iPhones and Androids.

If people have trouble transferring the raw footage to Dropbox, invite them to stop by the marketing team’s office for help.

In the email, you’ll also want to remind people about the types of video footage you’re looking for.

  • Sweet moments between residents
  • Video testimonials from residents and their families during move-in day
  • Shots of the grounds (flower garden, after a snowstorm, a rainbow)
  • Snippets from activities and events
  • “Day in the life” videos of residents and employees
  • Holiday-specific montages (like the activities department decorating for Christmas or the Fourth of July)

You should also provide reminders about video etiquette and resident privacy.

The more specific your suggestions are, the better. For example, if your community is hosting a Kentucky Derby party, ask for footage of all the fabulous hats people are wearing and capture people toasting with their mint juleps.

Now, you might be thinking, “Yeah, this sounds great. And people will likely have good intentions. But what if it doesn’t result in anything?”

That brings us to our next tip—the magic formula for getting people to participate.

Offer incentives for the best footage.

Think of it this way: If you invested in professional video shoots, you’d spend thousands of dollars.

Your monthly incentive program will cost considerably less. Invest $150 per month to use as an incentive. Give $100 to the person who provides the best footage and $50 to the runner-up. (If you can up the ante, even better. The bigger the incentive, the better the footage—and you’ll likely have more options.)

Promote last month’s winner in the email you send out during the current month.

Don’t just send the email only once. Send it at the beginning of the month, the middle, and towards the end with a “last chance to enter this month’s raw video footage contest.”

At the end of the year, you could hold a community-wide contest where people vote on who recorded the best footage used in a video—and the winner gets a substantial prize, like a $100 bonus.

Assign one or two people on your team to edit video footage and create the final videos.

By running all the footage through your marketing department, you’ll have quality control measures to ensure the content is appropriate and on brand. (Bottom line: You don’t have to use all footage that comes in, either.)

This work doesn’t have to be a heavy lift, either. Video editing can happen through a simple phone app like InShot. We recommend upgrading to InShot Pro because it has more features. It costs less than $5 per month. (Or if you want to install editing software on a desktop, that could work, too. But honestly, being able to do everything on a phone makes it easy and fun.)

Remember, people don’t want overly-produced videos—they want authentic videos, especially on TikTok, Instagram, and YouTube shorts. The goal is to make sure the video is engaging and reflects well on your community.

You can easily create any branded visual assets you need in Canva, like thumbnails.

Don’t forget to share your videos in places other than social media—blog posts, relevant web pages, and emails are excellent places to pop in a video.

But when you do post on social media, give a shout-out to the person who captured the raw footage and remember to tag them. They might share the video with their followers, which means more exposure for your community.

It takes time to build momentum. Don’t give up.

Once word gets out about the incentives and people begin seeing their footage online, you’ll be surprised at how eager people will be to participate and share the video snippets they capture.

And again, if you need assistance editing any of the raw footage that comes in, our team can help.

4 Smart Ways to Use ChatGPT in Senior Living Marketing

Image of a hand extended with AI for ChatGPT in senior living marketing.

It’s been a little over a year since people began buzzing about ChatGPT and other generative AI. Rumors swirled: Massive layoffs will ensue! Robots are poised to take over the world!

None of these doomsday prophecies happened. What did happen: ChatGPT became the fastest-growing app in history while continuing to evolve rapidly.

At Senior Living SMART, we still recommend treading carefully when using ChatGPT. But we also believe knowledge is power. ChatGPT has made several upgrades that smart marketers should be aware of. Below, we highlight strategies for using these upgrades in your senior living marketing.

Note: As we go to press, the first two items below can be done with a free account. The third and fourth suggestions involve having ChatGPT access the web. For this, you need a paid subscription plan, like ChatGPT Plus, which costs $20/month.

1. Set up “Custom Instructions” about your brand and brand voice.

If you want ChatGPT to produce content that sounds closer to your brand voice, the Custom Instructions section is the place to go because this is where you can teach it how to respond to your prompts.

How to access Custom Instructions in ChatGPT

  • Navigate to your settings by clicking on your username. (If you have the ChatGPT app on your phone, click on the hamburger menu in the upper left and then click on your username at the bottom.)
  • From there, click on “Custom Instructions.” (Or it might say, “Customize ChatGPT.”)
  • You’ll have two boxes to fill in, both with a maximum of 1,500 characters.

Custom instructions for ChatGPT

Custom instructions

respond ChatGPT

Benefits of Using Custom Instructions

  • Save time. You don’t need to rewrite the same instructions over and over.
  • Continuously train (and improve) ChatGPT. You can continue fine-tuning your instructions over time so ChatGPT develops a deeper understanding of your brand.
  • Easily swap in different instructions for different purposes or different communities. For example, let’s say you have four senior living communities under one brand “umbrella.” Each property could have its own set of Custom Instructions that you can swap in when you’re doing work related to that property.

Tips + Tricks

  • Draft your instructions offline first. Create different versions of your brand and tone guidelines. You’ll need to experiment to see which instructions produce the best results.
  • Don’t ditch human oversight. Even with Custom Instructions, ChatGPT likely won’t deliver content that sounds completely on-brand. But it should be closer than what it produced a year ago. Bottom line: You still need human writers to review and revise any ChatGPT-generated content (especially long-form pieces).
  • Keep in mind Custom Instructions will apply to all new chats moving forward. You can update your instructions at any time. When you swap in new instructions, you must start a new chat for the instructions to take effect*.

*NOTE: As we go to press, ChatGPT has announced a new feature called Memory, allowing it to remember things from different chats. It’s currently available to only a few users, but this will likely change quickly.

  • Don’t put in any proprietary brand info. A good rule of thumb with AI right now: Only share content, concepts, and ideas that are already publicly accessible.

2. Train ChatGPT to understand your personas.

You likely already have personas. (If you don’t, you should!)

Open a new chat, copy and paste your persona info into it, and ask ChatGPT to take on the role of this persona. Then, you can prompt it to do things like . . .

    • Have ChatGPT brainstorm blog article topics that it would want to read. Again, it’s important to instruct ChatGPT to take on the role of the persona.
    • Task ChatGPT with brainstorming headlines and subject lines that will likely resonate with the persona. Or give it the headlines/subject lines your team created. Ask ChatGPT to assume the persona’s role and ask which versions it likes best and why.
    • Ask ChatGPT to assume the persona’s role and fetch recent articles, blog posts, and offers it finds interesting. Talk about valuable intel! You’ll better understand what content resonates with the persona. (NOTE: Currently, this task would involve a paid subscription since you’re asking ChatGPT to access the web.)
    • Go a step further with the suggestion above, and ask ChatGPT to tell you what it liked about each piece of content—and where it could be improved or what questions it was left with. Pay attention to any content gaps ChatGPT points out. This will be an opportunity for your brand. You can create content that fills the gaps.

Any time you close a chat, ChatGPT automatically saves it. You can rename it accordingly—for example, “Adult Daughter Debbie Persona.” Then, return to this saved persona and open the chat whenever you want to do further work with ChatGPT about this persona.

See our earlier note above about a possible long-term memory feature in ChatGPT. If this comes to fruition, you won’t have to worry about continuing conversations in the same chat thread. In theory, with long-term memory, ChatGPT will be able to remember separate chats/conversations.

If you don’t have personas, you might be tempted to have ChatGPT craft them. While this could work for certain industries/brands, we don’t recommend doing this for senior living since many human emotions are at play—nuances exist between care levels and the people involved in the decision-making (for example, adult children vs. seniors).

Instead, develop personas based on actual conversations with residents, their families, and lost prospects. Need help? Persona development is one of our many areas of expertise.

  • PRO TIP: If you conduct interviews with real residents, you could take the transcripts from the interviews, feed them to ChatGPT, and ask it to pull out the recurring pain points, etc.

3. Have ChatGPT perform competitor research and analysis.

When it launched, ChatGPT couldn’t access the web and was only trained on data through September 2021. But paid subscribers (ChatGPT Plus, Enterprise, and Team Workspaces) can now access the web in real-time (through Microsoft-owned Bing).

Nope, it’s far from perfect. ChatGPT is still prone to hallucinations, and you must triple-check any facts it serves up.

But give it 10 of your competitors’ websites and ask it to analyze things like messaging and on-page calls-to-action? THAT it can do—and lightning fast.

Use the following prompt and see for yourself.

    • PROMPT: Assume the role of an expert in competitor analysis. Please review the following competitor websites. [List URLS] For each one, analyze messaging strengths and weaknesses and share your findings. Then, suggest ways for my community [URL] to differentiate its messaging.

This is one of dozens of prompts you could devise for competitor analysis and research. Remember, the more detailed and specific your prompt, the better. It’s not unusual for effective prompts to be a page long.

Tips for writing effective prompts:

  • Be precise, be specific. The more you can do both, the better your results.
  • Provide context. Pretend ChatGPT is an intern. How much background would you give the intern to get the results you’re looking for? Do the same with ChatGPT. It’s a great tool, but it’s not a mind-reader.
  • Ask ChatGPT to assume a specific role or persona. Studies show that directing ChatGPT to assume a particular role, persona, job description, and so forth will help it produce better results.
  • Approach prompts like an ongoing conversation, not a once-and-done task. Asking follow-up questions is an excellent way to refine ChatGPT’s responses.
  • Practice makes better. You’ll see people claiming to be experts in writing ChatGPT prompts, but remember that ChatGPT has only been around since November of 2022. You can absolutely rock ChatGPT prompts on your own with practice.

4. Have ChatGPT perform data analysis.

Again, this feature is currently available for paid subscriptions.

You’ll notice the little paperclip whenever you open a chat if you have a paid subscription. You can upload docs and ask ChatGPT to analyze the data.

For example, you could have ChatGPT analyze trends and themes in your community’s online reviews.

Here’s what you’d need to do:

  • Copy and paste all your Google reviews into a spreadsheet.
  • Open a new chat in ChatGPT and attach the spreadsheet.
  • Ask ChatGPT to assume the role of a data analyst and to look for messaging themes in the reviews, questions that would make good blog content, and areas that might need further clarification on your website and elsewhere.

You could have it conduct a similar analysis with surveys or even more analytical data that you download from GA4 or YouTube dashboards. You get the idea.

A final note: Don’t ditch your human writers.

Don’t mistake this article as an endorsement for ditching your writers and using AI-generated content. Even with training, ChatGPT still can’t perfectly match a brand’s voice—you still need human writers to bring their judgment, experience, expertise, and ability for nuance. And we don’t see that changing any time soon.

Instead, approach ChatGPT (and other large language models) as another tool in your content marketing toolbox. Don’t be scared of it. Experiment with it. Practice using it. Always double-check any facts or figures it produces (especially if you’re about to go live with something).

In the meantime, we’ll continue to provide helpful tips and strategies for using ChatGPT in your senior living marketing. Subscribe to our blog to make sure you don’t miss any of our articles. And make sure you’re connected with us on LinkedIn.

More great resources about ChatGPT & AI:

Senior couple going through the move-in process and going through belongings.

How the Move-In Process Can Affect Your Senior Living Marketing

Senior couple going through the move-in process and going through belongings.Too many senior living marketing and sales teams think their work is done once a prospect signs a lease. The problem with this thinking? The teams are missing an opportunity to help residents AND the community at the same time.

Remember, life doesn’t get easier for prospects once they agree to move into your community. It’s just the opposite. The prospect faces a hot mess of stress and anxiety between the lease signing and the actual move-in. Tasks include picking through cherished belongings, deciding what to toss or donate, preparing the house to go on the market, and packing what they want to take with them. Emotions run high—and even more so when adult children are involved.

Sure, the marketing and sales team could say, “Not our problem! We’ll see you when you arrive.”

And yet, it’s in the community’s best interest to make this transition as seamless as possible. And by “seamless,” we mean offering concrete ways to help residents and their families reduce stress and even find joy during the chaos.

Why? Consider the following:

  • Happy residents (and their families) will participate in your referral programs. And guess what? Referrals from current residents and their families are GOLD. They tend to have much better conversion rates while requiring the least heavy lifting. But happy residents don’t just happen. It will be much harder to inspire residents still smarting from a difficult move to get into referral mode.
  • Happy residents (and their families) will write glowing reviews. Reviews are essential to the senior living sales process. Prospects crave current reviews, not ones from three years ago, so you must constantly prime the referral pump. The best time to ask for a review is right after the resident moves in and when everything is still fresh. But what happens if the trauma of a hard move now overshadows the fantastic rapport your sales rep built? Suddenly, your hope for a solid 5-star review is fading.

Remember, moving into your community might feel like a cup of coffee to you. But it’s a big deal for the family facing such a daunting undertaking.

Study after study suggests that moving is the most stressful event in life. When you add in older age, illness, or the recent death of a loved one (like a spouse), the stress grows exponentially.

No wonder people would rather stay in their homes—even if the home is unsafe or lonely. Here’s the thing: If you know that the physical act of moving is the barrier to entry, why wouldn’t you do everything in your power to break down this barrier?

And guess what? If you effectively break down this barrier, you’ll do something awesome for your community while you’re at it: differentiating it from all the other communities that don’t bother with this step.

Develop a helpful post-deposit process for new residents and their families—and differentiate your community in a good way.

Coming up with a compelling marketing differentiator in senior living is challenging since most communities sell the same amenities, the same levels of care, and the same promises about great food and a stellar staff.

So, if your community becomes known for reducing stress during the transition, this can become an excellent point of differentiation.

Below are three ways to accomplish exactly that:

1. Put your marketing automation to good use with helpful workflows.

Thanks to marketing automation, your team can create email workflows to assist the sales team during this post-deposit stretch before the prospect moves in. Workflows can include move-in-day reminders, what residents can expect during their first week or month, and answers to FAQs.

Follow a cadence that makes sense—these email “touches” should correspond to when the new resident is moving in. For example, someone joining your community within 30 days will need an accelerated workflow that surfaces the most critical info, like move-in day protocol: when to arrive, where to go, who will be available to help carry belongings, and what to expect during the first dining experience.

On the other hand, people who are moving into your community 90 days out will follow a different cadence. Mixed in with the “just the facts” messages can be other messages highlighting the lifestyle and upcoming events.

Another smart strategy is digitizing all move-in paperwork. Keep in mind that adult children are often responsible for managing the paper trail for their parents—and many of these adult children are under 65. They expect a digital experience, like a resident portal, not a binder of papers and forms.

2. Encourage (and reward) salespeople who stay in touch with their recently closed prospects.

The new resident and their family likely developed a strong rapport with the salesperson. To have them suddenly disappear will feel disorienting. And yet, this disappearing act is what happens in most communities.

Instead, encourage your salespeople to stay in regular touch with their recently closed customers. Encourage them to serve as the new resident’s primary point of contact during this transition. (Or, if budget allows, a move-in or transition specialist might be a new title to create in your community.)

And we’re not talking about the salesperson simply sending an email or leaving a voice mail just so they can cross the task off their to-do list. Instead, they should:

  • Ask how the soon-to-be resident is doing. Pay attention to what they say—and what they don’t say. Do they seem frazzled? Depressed? Anxious? Are they struggling with a specific task, like finding movers? How can you help? The best senior living salespeople will have a network of trusted vendors that can address myriad issues, from downsizing to moving.
  • Consider making a kind gesture, like bringing the soon-to-be resident some goodies from the community’s dining room (which will serve as a reminder about what the resident has to look forward to in your community).
  • Actively listen. Sometimes offering an empathetic ear is all the future resident (or their family) needs. Even the best salesperson on the planet won’t be able to reduce the stress level to zero. But letting the future resident vent, or the adult daughter, or the adult brother squabbling with the adult daughter can help lighten the load.

Keep in mind that most salespeople won’t be used to having these sorts of interactions with recently closed customers. But if you want your community to become known for helping new residents transition successfully, you must encourage your salespeople to be part of the process. Encourage their involvement and find ways to reward them. What motivates sales folks more than incentives, right?

3. Offer relocation services—and don’t forget to promote the service long before the prospect signs the lease.

Debbie Howard, our CEO and Co-Founder, recently did a podcast with Maureen Longoria, the co-founder of LivNow Relocation, which specializes in senior living relocation services.

Longoria says her team is trained in “empathy and action.” Older adults need big doses of empathy since so many emotions are tied to their personal possessions. Adult children are often more focused on logistics—the action items—like securing good movers.

Longoria says communities shouldn’t underestimate how much the burden of moving can influence a person’s decision about whether to bother moving at all. In the podcast, she discusses a survey where participants considering a move into senior living were asked what they needed the most help with.

“The number one thing was the physical aspect of moving,” Longoria says. “The number two thing was finding the right community. They were very concerned about that. But the number three thing was organizing and downsizing. Number four was selling the home. And then number five was financial.”

Considering the physical act of moving occupies the top position (and relevant tasks occupy other positions in the top five), offering relocation services makes a lot of sense, and doing so can go a long way in differentiating your community from others. This is why the sooner communities inform prospects about this service, the better. Don’t wait until the prospect signs the lease to tell them about the services. Instead, promote that your community takes a proactive approach in helping new residents transition from their home to senior living.

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

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

Bottom line: the most successful communities think BEYOND the sale.

Need help figuring out post-deposit workflows and how to align your marketing and sales teams so they can help transition new residents without adding more work on anyone’s plates? We can help with this and any other senior living marketing challenges. Get in touch and let’s chat.

portrait and close up of Two happy seniors buying a new house holding the key with his hand.

Tips for Better Senior Living Sales & Marketing Alignment Post-Deposit

The biggest myth in senior living sales and marketing is that marketing ends once someone signs on the dotted line and delivers their deposit.

Here’s the reality: Sales and marketing teams must remain aligned post-deposit. Why? Two reasons.

First, happy residents are your best form of advertisement. They write excellent, engaging reviews. They’re also much more likely to participate in your community’s friends/family referral program. (Family and friends referrals enjoy high conversion rates.) However, happy residents don’t just happen. Your community should have a process for ensuring a smooth, branded move-in experience so that all new residents are happy.

But this brings us to the second reason why sales and marketing teams must remain aligned post-deposit: You can’t count on sales counselors to consistently provide a smooth, branded move-in experience. That’s not in their wheelhouse. Plus, the sales counselors are already busy trying to close sales-qualified leads who haven’t reached the deposit point yet.

Luckily, this work doesn’t have to be a heavy lift for your marketing department thanks to the wonders of marketing automation. You can set up post-deposit nurturing campaigns to help create a red-carpet experience for each new resident every time. These campaigns would automatically trigger once the deposit is noted in the CRM.

So, what types of post-deposit nurturing campaigns should you develop? We recommend creating campaigns around these 3 topics:

    • Keeping track of all the paperwork
    • Relocation/moving tips
    • What residents can expect their first week/month

Campaign #1: Say hello to streamlined paperwork

We don’t have to tell you about all the paperwork involved with moving into your community. But the amount of paperwork might surprise the prospective resident—or the person handling it on their behalf, like an adult child.

Creating a post-deposit workflow that helps new residents keep track of and make sense of all the documents will reduce their stress and make it easier for them to access what they need when they need it.

Some tips to keep in mind:

    • If your community has an online resident portal, provide clear instructions on how to access and use it. Include not only written instructions, but also a video walk-through. Audit the instructions—review them yourself and ensure everything makes sense and works as expected. Get feedback from newer residents and their families about their experience with the portal.
    • Make sure you include the right people in this workflow. For example, if a couple is moving in, make sure they’re both included. If family members have been involved in the process, include them. (This goes for all the post-deposit nurturing campaigns, not just this one.)

Campaign #2: Countdown to move-in day

Moving is considered one of the most stressful events in a person’s life. The move can become exponentially harder when you add the emotions of leaving a home you’ve been in for decades.

One of the best post-deposit campaigns you can develop is a countdown to move-in day with practical, actionable steps people can follow. But don’t overwhelm people with too much information in each email.

Things to include:

Start with a welcome email. When we create this campaign for our clients, we immediately send an email from the executive director or CEO thanking the new resident for selecting the community and letting them know how excited they are to welcome them to the family.

    • Downsizing strategies
    • Tips for selling a home
    • What to donate, give to friends and family, sell, and take
    • How to digitize pictures
    • Packing checklists
    • Vetted vendors, like the moving companies you recommend
    • PRO TIP: Speaking of vetted vendors, if you REALLY want to help your new residents transition successfully into your community, connect them with a relocation specialist. Intrigued? Check out our podcast with Maureen Longoria, Co-Founder of LivNow Relocation, which assists older adults and their adult children during this emotionally charged transition.

Campaign #3: What to expect your first week/month

When you sign up for a free 30-day trial of something, you often receive a series of welcome emails that do just that—welcome you to the service, highlight valuable features, and share answers to FAQs.

Model your community’s “what you can expect” campaign accordingly. Send a welcome email that arrives in a new resident’s inbox within 24-48 hours of moving in.

Send follow-up emails over the next 30 days that share info about . . .

    • Dining services. How to order, hours, where to request special meals, etc.
    • Activities for the next month.
    • FAQs. Collect and answer the most common questions new residents have in this email. (Or link to a page on your site with all the answers.)
    • What to do if something’s amiss. Give people a direct line to someone who can help them ASAP if something isn’t right or to their liking. Complaints or minor irritations aren’t unusual during a move into senior living. The key is making sure the new resident feels heard AND that they feel the issue is being addressed.

Need help creating a post-deposit nurturing workflow?

This isn’t a typical workflow that senior living communities implement—or that most senior living marketing agencies offer their clients. But we do! Get in touch and let’s discuss how we can put these workflows to work for your community.

Animation of physic with crystal ball predicting the future

Senior Living Marketing Predictions for 2024

It’s that time of year when we ask our team members to gaze into their crystal balls and make senior living marketing predictions for 2024.

Here’s what everyone had to say…

Deborah Howard, CEO

“I think we’re going to see more movement towards emotionally resonant messaging. We’ve got to get away from “just the facts” messages of ’here’s another blog,’ ‘here’s another guide,’ or ‘here’s another ten reasons you should move into senior living.’

People buy emotionally, and then they support that decision intellectually. If all we’re doing is feeding prospects intellectual stuff, they’ll get stuck.

If senior living communities want to compete successfully in 2024 and beyond, they must include emotional messages in their content—and not just words, but in visuals, too.”

Andréa Catizone, President & COO

“Here are my 2024 marketing predictions for senior living:

  • Increased Emphasis on Personalization: Tailoring content and advertising to individual preferences and behaviors can enhance user experiences and drive better engagement. By the way, that’s something AI doesn’t always do well.
  • Rise of Video Content: Video continues to be an engaging channel. We hope to see more senior living communities do more to capture video reviews, “A Day in the Life,” etc.
  • Voice Search Optimization: My 93-year-old mother’s best friend is her Amazon Echo. Seniors are using their virtual assistants more than ever. Senior living providers, especially larger organizations with established web presences, should start thinking about optimizing for voice search in 2024 to stay ahead of the curve.
  • Privacy Concerns and Regulatory Compliance: Privacy policies and adherence to website regulatory requirements will be a top priority for website owners.
  • Personalized and Targeted Campaigns: Long gone are the days of “one-size-fits-all” when it comes to marketing campaigns. But too many communities still have that mindset. I think we’ll see a (mostly) complete shift away from that thinking. If we want to engage prospects, especially younger Boomers, we must engage them through highly personal content tailor-made for them.
  • Online Reviews and Reputation Management: Not only do good reviews improve your trust rating for the Google bots, but more and more prospects are looking at reviews as part of their research. Communities that understand this and spend time (and budget) maintaining their reputation will compete well in 2024.”

Paul Trusik, Director of Operational Technology

“Gazing into 2024, I expect to see more marketing integrations using AI features, whether it’s to aid in content generation for email marketing or landing page copy or to help sales teams quickly formulate replies to prospects from their respective CRMs. Many of our chat partners are also harnessing AI features to help arm their chatbots with enhanced sentiment alongside informational community scripts.

Also, I expect a rise in SMS (text) campaigns to complement what we’re already doing with email campaigns in our marketing automation platforms.

Some ten years ago, we patiently waited for adult children to start researching online as the senior living industry started ramping up digital marketing efforts. Now, we expect that same demographic will start getting just as comfortable communicating via text vs. email and phone.”

Doug Demaio, Director of Client Success

“My prediction is that senior living marketing becomes more integrated with each aspect of the community experience—and that the marketing itself becomes more experiential.

As the Me generation ages into senior living, they’re wanting more choices, more amenities, and more activities. Senior living providers who lean into this by making things like health, wellness, workout spaces, dining, and outdoor activities part of their marketing materials (making them marketing assets rather than liabilities) will be able to connect with more of these folks.

Marketing overall will also lean into digital tools that allow for a more experiential effect: Being there virtually for tours, chatting with leads in real-time on your website, hosting digital and in-person events — really bringing the lead into the community for an authentic experience, in person, or virtually.”

Jim Podewitz, Director of Content Strategy

“Generative AI burst onto the marketing scene in 2023. I see 2024 as a year of taking a closer look at the quality and accuracy of AI-generated content and reassessing AI’s place in content creation. Ultimately, I think we’ll see AI as a tool for creating better content more efficiently vs. a machine that generates greater volumes of vanilla content.

Another prediction: Prospects want to be contacted by senior living communities the way they contacted the community in the first place. The next generation of marketing automation will embrace a broader spectrum of channels to reach and nurture prospects and use the ones preferred by the prospect.”

Kerri-Anne Pendergast, Director of Social Marketing

“Here are a few things I predict for 2024: Both X and Threads will continue to decline while Instagram (Meta) increases. We’ve continuously seen users take part in image- or video-based scrolling versus something like Threads/X, which are text-based.

More social media platforms will hop on the AI train. Snapchat was an early adapter. Now, Meta is using celebs to help with their AI movement. X, LinkedIn, and Threads will likely follow suit, allowing you to write AI-generated posts.

Another prediction: Think more click-to-buys. TikTok Shop makes it easy for creators to make money on the platform by selling their products directly on their profiles, and users don’t have to leave the app to complete their purchases. Augmented reality also plays a role in this. You can see what something looks like on you, or in your house (furniture), or a 3D version of that item without being in person to make your purchase. (Editor’s note: Read Kerri-Anne’s take on TikTok for senior living.)

Senior living communities will use more video! At least, that’s my hope! 😊”

Christopher Zook, Director of Paid Media & Strategy

“By far the biggest event of the year will be the near-universal deprecation of cookie tracking. All major browsers, including Chrome, Safari, and Firefox, will prohibit cookie tracking to protect user privacy.

Because of this, the most significant transition next year—and probably the largest source of chaos in senior living digital marketing—will be the confusion that arises from not updating conversion tracking correctly. Incorrect installation means sudden drop-offs in reporting numbers, which will make marketing teams think an emergency is happening while sales teams continue to earn the same volume of leads.

Adapting to cookieless tracking is easy, particularly with Google Ads, and massively important as this giant shift takes place across the whole Internet.” (Editor’s note: If you’re a Senior Living SMART client, don’t worry: Our team is WAY ahead of the curve.)

Got questions? Need help with your senior living marketing next year? Get in touch.

We love helping communities increase occupancy through strategic and proven-to-work marketing initiatives. Reach out and let’s talk.

The Non-Linear Customer Journey in Senior Living Marketing

The Non-Linear Customer Journey in Senior Living Marketing

When marketers discuss the prospect’s journey, they often talk about three stages: awareness, consideration, and decision. In senior living, you must also consider three other stages: whether, where, and when.

Below, we dive deeper into each stage, including how they should influence your senior living marketing efforts.

The “whether” stage

In the “whether” stage, prospects are thinking about things like whether they should consider using home care instead of moving into a community, whether they can afford senior living, whether they have to sell their home before moving in, whether they can get the family on board, and so forth.

They’ll often turn to the internet to research these questions. If they land on your website and download a resource, like a ‘home care vs. assisted living’ guide, they might gain a general awareness of your community. But awareness isn’t their goal—at least, not yet. They’re looking for answers to questions.

How the “whether” stage should influence your senior living marketing efforts:

  • Develop a solid strategy for scoring and segmenting leads. Most people in this stage are not ready for a sales interaction. Instead, they should be entered into an appropriate long-term lead nurturing workflow.
  • Create a deep library of engaging content. The sales cycles for independent living and assisted living are long. Prospects might require upwards of thirty “touches.” The content you offer on touch #22 must be as engaging and helpful as the content you offer on touch #1.
  • Use marketing automation. Marketing automation sends the right message to the right person at the right time—an essential tool when dealing with sales cycles that last months or even years.

The “where” stage

The “where” stage coincides with the consideration stage. People in this stage are looking at senior living options. They’ve accepted—or come around to the idea, at least—that senior living is the best option for their situation.

They’re still researching—but now they’re doing it with a singular focus. Where is the best place for them to move into? They’ll have a much more critical eye when reviewing senior living websites. They’ll check out reviews, pay attention to what people say on social media, and click on targeted paid advertising.

How the “where” stage should influence your senior living marketing efforts:

  • Provide compelling specifics about life in your community. The “general” content got them to your website in the first place, like the ‘assisted living vs. home care’ guide we mentioned earlier. Now, they’re eager to learn the specifics about your community, including what makes it unique. Real photos of the spaces, residents and staff, plentiful videos, and transparent pricing are all excellent ways to show your community’s unique attributes.
  • Pay attention to your community’s reviews. People read reviews, full stop. Make sure you claim your profile on popular review sites for senior living. Keep your Google Business Profile updated as well. (Overwhelmed? Hint: We can manage all of this for you.)
  • Embrace paid digital advertising. Pay-per-click advertising can be highly effective for senior living communities—and cost-effective to boot since you only pay when someone clicks on the ad. In particular, remarketing (those ads that follow people around online after they visit your website) can help keep your community top of mind. Native advertising on social media can also be an effective way to encourage people to return to your site.
  • Invite people into your community. Ultimately, you want to get people off their computers and into your community so they can experience it first-hand. Inviting people for a complimentary lunch, a resident backyard BBQ, and other events is a great way to help people in the “where” stage envision themselves in your community.

The “when” stage

The “when” stage happens alongside the decision stage. Prospects have narrowed their choices, zeroed in on the “winner,” and are deciding when to move.

Sometimes, people are contemplating two contenders who are neck and neck—this is where your teams (marketing and sales) might need to develop other programs/collateral to help people get off the fence.

How the “when” stage should influence your senior living marketing and sales efforts:

  • Offer incentives. This is the best stage to offer an incentive to create urgency—to move sooner rather than later (and to choose your community over another).
  • Provide a visual. You already know who your competitors are in the area. Create a nicely designed comparison chart that highlights your community’s offerings. Your sales team could deliver it to the prospect with baked goods from the kitchen.

Bonus: Events for each stage

Check out our article about senior living marketing events for each stage. And, of course, if you need help scoring and segmenting leads—or implementing marketing automation—get in touch.