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Senior Living Marketing Perspectives: Mom’s House- Connecting Families Selling their Senior Parent’s Homes with Buyers


Topics Discussed and Key Points:

  • The motivation to create Mom’s House
  • How Mom’s House’s certified home buyers save families’ time and money
  • Growing the Mom’s House network of home buyers and senior living communities

Episode Summary:

In today’s episode, Debbie speaks with Ben Rao, Co-Founder of Mom’s House, a platform which connects certified home buyers with families who are in the process of selling their senior parent’s house. Mom’s House is known today as “the nation’s largest senior home buyer network”.

At some point during Ben’s career as a real estate investor, he got connected to the founders of Family Solutions for Care, which “indoctrinated” him into the senior space. He realized through this partnership that it is a common problem among families to not have the support of an insurance company as they look to enter a care community. It so happened that Ben was also connected with a real estate investor focused on the senior space, who did over 50 transactions a year through referrals alone. The two teamed up to discuss how to fill this gap in the market, leading to the founding of Mom’s House.

Many families lack the resources and knowledge to get a house listed when it is time for their senior members to move into a care community. Hiring a real estate agent is often their only option, and even in this case it takes around four to six months to finally sell the house. That is, if the family is able to shoulder unexpected expenses and prepare for potential delays throughout those months. Mom’s House changes the game by connecting home buyers certified by the company around the country to these families. Buyers then make an offer to buy the house for cash and close the deal in less than 30 days.

Links:

Mom’s House

 

 

 

Senior Living Marketing Perspectives: Re-imagining Marketing Strategies in Senior Living with Jeannette McClennan Following COVID-19

 

Topics Discussed and Key Points:

  • How senior living providers can change their marketing strategy following the impact of COVID-19
  • Reframing the message of an industry under fire by mainstream media during the pandemic
  • Why websites should not limit their assurances regarding COVID-19 to a single page
  • Tips on using visual materials such as infographics to improve a brand’s messaging
  • Differentiating your assisted living facility from a nursing home

 

Episode Summary:

In today’s episode, Debbie speaks with Jeannette McClennan, Co-Founder and President of McClennan Masson and co-author of the book Innovators Anonymous (2018).

Asked how senior living providers can change their marketing strategy in the wake of COVID-19, Jeannette notes that universities are facing deep occupancy issues not unlike those of the senior housing industry.

There are five factors that universities are focusing on which senior living providers can adopt in order to “reimagine” the industry during these turbulent times: occupancy strategy, testing, temp checks, scientific counsel, and communications strategy. The goal is to raise the comfort level of parents as they look to bring their children onto campus, just as adult children who are finding a home for their aging parents need assurance.

Another observable connection between universities and the senior housing industry is the need to shift marketing strategies and budgets to digital. It is “an opportunity to reinvent your brand and switch up your messaging” to adapt to current challenges.

The senior living industry has gotten a bad rap lately in the media. It is important to reframe the message in a way that is authentic yet direct; comforting yet truthful. Jeannette recommends “overcommunicating in advance” to nip fear and doubt in the bud as opposed to doing damage control after the fact.

Style of communication is also key. It is important to “personalize the message down to the individual”, which is best accomplished via a storytelling format using video featuring authority figures. Jeanette recommends providing a personalized, gamified experience for them on your website to bolster familiarity and trust.

Finally, communities should involve the adult children in their messaging, not just the potential residents, in order to get everyone comfortably on board in making this critical decision.

Addressing COVID-19 should go beyond a single webpage. It requires a complete rethinking of the business’s message. “How do you express safety unique to your brand? Demonstrate it throughout your experience, including through your social presence.”

Links:

McClennan Masson

Innovators Anonymous

 

 

 

Exterior Rendering of Traditions of Mill Creek by Vitality Senior Living

Senior Living Marketing Leaps Into Digital Age With Innovations, Investments

Excerpt:

Before Covid-19, providers commonly treated their digital presences and social media channels almost as afterthoughts. Over the past six months, however, these platforms have become essential to operations. Much like demand for telehealth services has exploded during the Covid-19 outbreak and could have long-lasting effects on how clinical services are delivered in senior living, the pandemic may have finally ushered in the digital age of senior living sales and marketing.

Tours have gone virtual as providers restricted access to communities to non-essential personnel. Marketing campaigns are increasingly balancing selling the lifestyle that senior living offers with transparency regarding resident safety. Digital campaign spending is growing, and providers are using websites and social media channels to interact more with resident families and prospective residents, and capture information to generate new leads.

With that comes new challenges. The growing importance of digital marketing is resulting in higher provider spends, and digital advertising companies are beginning to charge higher rates for ad placements.

Some providers are now seeking a new balance between increasing digital spending and updating websites to capture visitor information, generate leads and convert those into move-ins.

“We’ve probably seen more innovation in the last six months than we have in the last 10 years of senior living marketing,” Senior Living SMART CEO Deborah Howard told SHN.

Full story from Senior Housing News →

Senior Living Marketing Perspectives: Learn about SMASH- The Senior Marketing and Sales Summit

Topics Discussed and Key Points:

  • The origin of the SMASH conference
  • How SMASH has evolved over the years
  • Topics to expect at SMASH 2020
  • Lead generation, conversion, and management during and after COVID-19
  • Reimagining sales and marketing in the new normal
  • Interacting with prospects with virtual tools

 

Episode Summary:

In today’s episode, Debbie speaks with Bailey Beeken, President of Senior Care Events and the Founder of SMASH—the Senior Care Marketing and Sales Summit.

Bailey discusses the concept behind SMASH, which was established in 2013. This series of conferences brings together C-level executives in the senior living industry, “curat[ing] the best of the best in leading edge marketing and sales.”

In its first year, the conversation was around social media and other branding platforms such as websites and how they can be used to market the company. In the following year, the focus shifted towards content creation and digital advertising for driving leads to these platforms. A couple of years ago, the primary topic became data management and how to create budgets and strategies around it. This year’s conference set for October 19-21 will go into considerations and best practices in a post-COVID-19 world.

With fewer leads coming in and heavy criticism from the media during these uncertain times, Bailey acknowledges that it is time for the senior living industry to “throw out the old playbook” and lead with purpose by “spending 80% of the time nurturing the 20%”. Communities must tailor their messaging around concerns regarding health, safety, and family by producing content at a cadence that is appropriate to the current climate. “We really have to reimagine the entire prospect journey and recreate all of those in-person activities [online],” agrees Debbie.

It is important for organizations to take advantage of virtual tools to connect and strengthen their relationships with families. “People are going to have to act with urgency. It is not just about getting revenue. The first movers will win here. They will not have all the answers, but they are willing to experiment. […] We have a lot of work to do to counter the message that has been told this past year and everybody has to get onboard with that.”

 

Links:

SMASH 2020

Phone: (917) 572-1118

Email: [email protected]

Using Facebook Live in Senior Living During COVID-19

A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

Increase Occupancy By Maximizing LTCi Benefit Payments

A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

Mom’s House Helps Seniors Move-In Faster

A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

Expand Beyond Zoom: Bigger, Better Ways to Use Video

A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

5 Key Insights: Employee Engagement in Senior Living Communities

A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.

Crisis Communication Tips for Senior Living Communities

Crisis Communication Tips for Senior Living Communities

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

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

Crisis Communication: Appropriate Messages during COVID-19

The messages your senior living community puts out during a crisis matters. You’ll need to halt salesy messaging like “Schedule a Tour” or “Join Us for Lunch” and focus on complete transparency. Yes, transparency should always be the foundational element of your sales and marketing messaging, but let’s face it: in normal times, messaging doesn’t always sound like that, does it?

But we’re not living in normal times. So things NEED to shift to 100% transparency.

The crisis communication messages you should be sharing:

Community-wide/General

Your leadership’s clear and direct response to COVID-19. You should have a call-out in the header area of your website with a clear link to your community’s full response. This response should include basics, like how your community is addressing the outbreak, visiting hours, important phone numbers, and how you’ll be delivering updates. Check out this blog post for more tips.

The various ways your community is supporting residents, staff, and their families. Social media is an excellent way to share real-time images of your community’s social distancing efforts, cleanliness efforts, and modified activities in the Age of COVID-19. People crave reassurance during this time. Visual images can go a long way in helping. (This goes without saying, but under no circumstances should you “stage” any photos. Be real. Be authentic.)

Unvarnished truths. No sugarcoating is allowed. Don’t try to convince people that they’re better off in a community when all credible news reports are constantly reminding us about social distancing. Instead, talk about how your community is helping everyone stay safe and adjust to new realities. At the same time, you can and should absolutely share solid truths. For example, if your community is indeed fully stocked with food, cleaning supplies, and medical supplies, that’s a reassuring message that people will want to hear.

Safe, actionable things that family members can do to support their loved ones. This is likely going to be one of the biggest things you need to focus on—the feeling of helplessness that so many family members are going to have when it comes to being able to connect with their loved ones. Some ideas:

Marketing and Sales: Changes to Messaging

 Update the messaging in paid advertising. Paid campaigns will need to have different calls-to-action for the time being. Again, halt the “schedule a tour” messages and focus on “virtual experience” items. See this previous blog post for ideas regarding that.

Pause lead nurturing OR update it to reflect the current situation. If you let your automated lead nurturing simply continue “as is” during this pandemic, your community will come across as out of touch and incredibly insensitive. So pause all campaigns OR update every email with a simple disclaimer at the top about COVID-19 (in italics, in a different font—something to make it clear there are humans behind these emails). Double check subject lines and revise any that are too cute/clever.

Review any scheduled social media posts. If you schedule out your social media posts, take a moment to review everything that’s scheduled and pause, delete, and revise, as needed. Remove any posts that are too self-promotional. Make sure you’re sharing a good mix of COVID-19 related messages (see first section above).Be mindful about third-party posts that you share. ONLY share from credible organizations like the CDC or your local department of public health.

Consider shifting some digital marketing dollars to more traditional direct mail efforts. Direct mail might have a better chance to stand out since more people are at home right now. Reminder that we have a turnkey solution for your direct mail efforts: SMARTbrand (including a basic free plan).

Update email signatures. Your marketing and sales teams should update email signatures with a link regarding your community’s response to COVID-19 and provide a way to “virtually” meet, like a link to an online scheduler.

With COVID-19, things are changing hourly, and recommendations will change.

What we recommend now could change tomorrow or a week from now. If you need help with your crisis communication plan and messaging, call us. We’ve worked in senior living communities for decades and know what it’s like during times of chaos. Let’s chat soon.