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How to Create a Great Brand Experience for Residents

How to Create a Great Brand Experience for Residents

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It’s easy to think the senior living marketing team’s job ends once a prospect becomes a resident. But consider this sobering stat: According to the Massachusetts Executive Office of Elder Affairs’ 2023 Annual Aggregated Data Report for Assisted Living Residencies, 17% of residents who moved out did so within just ninety days of moving in.

And while that data reflects one state, we’ve heard similar stories from clients across the country.

Early move-outs are more than just frustrating—they’re disruptive to occupancy, revenue, and reputation. Preventing them starts with one essential strategy: delivering an exceptional brand experience that turns residents into raving fans.

Why create a great brand experience?

When you create a standout brand experience, you lay the groundwork for long-term satisfaction, glowing reviews, and referral-rich word of mouth.

Just ask Megan Longley, VP of Sales at ACTS Retirement-Life Communities, who shared during a recent panel that 50% of ACTS’ move-ins come from resident and family referrals.

Their secret? An intentional approach that focuses on consistently surprising and delighting new residents, and a formal referral program that taps into the enthusiasm of those happy residents and families.

At Senior Living SMART, we call this the “delight” stage—the critical window of time when you go beyond simply welcoming new residents and instead create a warm, memorable experience that builds lasting loyalty.

How to create a brand experience that delights residents and their families

Creating an exceptional brand experience begins before the new resident moves in. It requires careful planning, empathy, and a well-executed strategy.

Every transition point—from the initial deposit to the first month in the community—presents an opportunity to build trust and a sense of belonging.

Upon deposit, set the stage for a smooth transition.

The moment a resident makes a financial commitment is a pivotal point in their journey. It should feel seamless, not stressful.

  • Make it easy to pay. Many people don’t carry checkbooks anymore, so don’t force prospects to leave and return with a check, which only gives them time to reconsider. To eliminate unnecessary roadblocks, offer digital payment options.
  • Digitize paperwork. No one wants to take home a stack of forms to fill out manually. A digital process makes it easier for multiple family members to collaborate and stay organized.
  • Coordinate logistics. As soon as the prospect makes the deposit, families start thinking about all the work ahead, like downsizing, selling a home, and finding movers. Reduce stress by providing resources and partnerships. Consider working with a professional relocation service to guide families through the process. (We recommend LivNow.)

PRO TIP: 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, be sure to 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 moving is one of the biggest barriers to entry, break down this barrier.

Formally transfer the relationship from sales to operations.

The salesperson has spent weeks, sometimes months, building rapport and trust and knows the future resident’s hopes, interests, and life story. If this information isn’t transferred to the rest of the community’s key team members, that personal connection is lost, and the transition can feel cold and impersonal.

  • Create a new resident profile. Pull notes from the CRM and supplement with a resident life history survey. Mining social media for additional personal insights can help staff make meaningful connections early on.
  • Host a transition meeting. Gather department heads and team leaders to share details about the new resident, ensuring everyone is prepared to create a warm welcome.
  • Develop a personalized transition plan. Identify residents with similar interests or backgrounds who can serve as buddies. Schedule introductory activities that align with the new resident’s hobbies. Maintain their daily routines as much as possible.
  • Introduce staff in advance. Provide families with a directory of key team members, including photos and contact information. Some communities even create playing cards with employee faces, names, and fun facts to make introductions easier.

Plan a memorable move-in day.

Move-in day can be overwhelming. Whether a planned transition or a sudden move, the experience should be well-coordinated to minimize stress.

  • Personalize the welcome. Engage the resident welcome committee to prepare for the new arrival. Share relevant background information so they can create a thoughtful orientation plan. A personal note from a current resident can go a long way in making a newcomer feel expected and valued.
  • Create move-in day checklists. Give each department in your senior living community an internal checklist to make sure they are ready for the new resident. For example, the apartment readiness checklist, dining/meal plan checklist, activities checklist, etc.
  • Develop move-in day protocols. Examples include leaving a welcome basket on the kitchen counter, providing a welcome packet in people’s apartments with helpful info, issuing a resident handbook, or assigning a resident from the welcome committee to be the new resident’s go-to person during the first few weeks.
  • Make the arrival special. Some communities roll out the red carpet, while others place a ribbon across the apartment door for the resident to cut. Personalized wreaths and welcome signs on the door create an instant sense of belonging.
  • Assign a staff member to assist the family. Designate a team member to stay with the resident and their family throughout the move-in process—helping them settle in, answering questions, and providing escorts to meals or activities.
  • Offer hospitality. A stocked fridge, snacks, and a goody basket with necessities (paper goods, hand soap, etc.) can make the transition smoother. Encourage the family to stay for a meal in the dining room to start integrating into the community.

Foster connection and engagement during the first week.

The first week is all about relationships. Residents need to feel comfortable with both staff and fellow residents.

  • Schedule personal meet-and-greets. Staff should take time to introduce themselves personally and explain their roles. Create an internal orientation checklist so each department knows what to cover.
  • Empower the resident welcome committee. Assign experienced residents to check in with newcomers, invite them to meals, and help them navigate community life.
  • Overcommunicate with families. Send updates and photos showing them engaging with staff and fellow residents. Address concerns immediately to avoid minor issues snowballing into bigger problems.

Focus on creating a sense of belonging during the first month.

The first month sets the tone for a resident’s long-term satisfaction. Boomers, in particular, aren’t looking for a passive retirement. They want to stay socially, physically, and mentally engaged, which means communities must go beyond bingo and crafts to offer experiences that align with their interests.

  • Automate surprises and special treats. Schedule weekly surprises like gift certificates for the salon, dining passes for family visits, or a small bouquet of flowers on day thirty to celebrate their first month.
  • Create opportunities for social integration. Set up a community dining table where new residents can meet others in a structured setting. Develop a digital directory or app where residents can find others with similar interests, browse the activity calendar, and submit service requests.
  • Monitor progress. Use daily stand-up meetings to track how new residents are adjusting. Are they attending activities? Are they making connections? Is their family expressing concerns? Small course corrections can prevent larger issues down the road.

Great brand experiences don’t just happen.

Creating a positive brand experience for new residents isn’t just about making a good first impression. It’s about laying the foundation for long-term satisfaction, referrals, and retention. Need help developing a brand experience that turns your residents into raving fans? Get in touch, and let us help.

Tips for Managing a Waitlist

5 Tips for Managing Senior Living Waitlists

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Having a waitlist for your senior living community might sound like a good problem to have—and generally speaking, it is. But having a waiting list doesn’t mean you should forget about marketing to people on it.

After all, people on waitlists could change their minds, especially if they lose sight of what made them so excited about your community in the first place. Or they could choose a competitor since many prospects get on multiple waitlists at the same time.

If you’re not careful, that once-robust list of eager prospects could tank at the worst possible time—when you need to boost occupancy.

Below, we discuss five tips for how to manage a waiting list for your senior living community.

1. Create a club for future residents.

Just because someone is on your waitlist doesn’t mean they should feel like they’re in limbo. One effective strategy is to invite them into a special “Future Residents Club.” This club can offer exclusive perks designed to build connections and excitement while people wait.

For example, you could provide day passes to the fitness center and pool or offer complimentary meals in the community’s restaurant.

Over time, these experiences will help future residents feel a sense of ownership and belonging, making their eventual move-in feel like a natural next step rather than a major leap.

2. Give future residents early online access.

Debbie Howard, Senior Living SMART’s CEO, and Megan Longley, VP of Sales at ACTS Retirement-Life Communities, appeared on a panel at a recent Senior Housing News Sales and Marketing Conference.

Longley mentioned that at ACTS, future residents don’t wait until they move in to access their online portal. They start using it early in the process.

This is a brilliant idea!

By digitizing essential documents like health screening forms, handbooks, and activity calendars and loading them into an online portal, the community allows new residents to chip away at the “to-dos” in advance. It turns the logistics into a low-stress, step-by-step process instead of a last-minute scramble, and it helps future residents remain committed to their choice.

This early access also doubles as an onboarding tool. Future residents begin to see themselves as part of the community. By the time move-in day arrives, they’re not just showing up. They’re stepping into something they already feel connected to.

3. Use interest-based groups to build brand affinity.

Another creative way to keep waitlist members engaged is by organizing them into micro-interest groups. These aren’t just social clubs—they’re strategic tools to build loyalty and connection. Think about a men’s group that meets monthly for cards or coffee, or a book club that includes both current and future residents. These shared experiences spark genuine relationships and meaningful ties to your brand.

Some communities even design waitlist-exclusive activities around these groups, giving future residents something to look forward to while reinforcing that they’ve made the right decision.

4. Build excitement and trust with construction updates.

For new communities still under construction, keeping future residents engaged is just as important as securing deposits. The most effective way? Consistent, honest communication. Whether it’s a quick text message with a weather-related delay or a longer email with design renderings and timeline adjustments, ongoing updates help people stay connected and confident in their decisions.

Bonus points if you give people opportunities to participate. Some communities allow future residents to vote on finishes or choose preferred color schemes. These are small decisions that make a big impact on an emotional investment. When people feel like they’re part of the process, they’re more likely to stay excited—even if the wait gets longer.

Another great strategy is to create a private Facebook group just for depositors or waitlist members. Use it to share behind-the-scenes photos, video walk-throughs, and essential updates. You can also use it to answer questions, address concerns, and gauge how people are feeling as timelines evolve. A little communication goes a long way.

5. Use special events to remind people why they wanted to be added to the waitlist in the first place.

Tours are important, but they only tell part of the story. Special events give future residents a chance to see your community’s real energy and personality. From live music and wine tastings to holiday-themed parties and hobby expos, these events show that life here is active, joyful, and full of opportunities to connect.

Events also highlight something the best brochures can’t capture: participation. When waitlist members see how many residents show up and how much fun they’re having, it helps them picture themselves in the mix. Hosting seasonal or themed events that are open to future residents can give them that spark of “I can’t wait to be part of this.”

Need help keeping your waitlist engaged?

Our team can help you figure out a strategy that works for your community. Get in touch, and let’s chat.

How to Write a Great Senior Living Blog Post

How to Write a Great Senior Living Blog Post

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This blog was originally published on 3/6/2020 and updated on 4/21/2025

We’ve discussed why all senior living websites should have a blog. Now, let’s talk about the anatomy of a great senior living blog post.

1. Always use subject matter experts.

We can’t stress this point enough: If you want blog content that stands a chance at ranking and converting amidst the glut of AI slop, interview subject matter experts (SMEs) in your community.

Remember, no other community has your activities director, head chef, nursing staff, etc. And AI doesn’t have access to these people or their insights, either. So, talk to your SMEs to make your content stand out.

Keep things organized and moving forward by creating an editorial calendar. It doesn’t need to be fancy, either. Add a working title (one that’s compelling and that includes a keyword phrase you’re targeting), any relevant notes, the due date, and the assigned writer.

Need ideas for topics? Turn to…

  • FAQs. Think about the common questions people ask your sales team and/or the questions you get on Live Chat.
  • Your competitors. Are they covering any topics you’ve overlooked? We’re not suggesting plagiarizing—the content you write should always be original—but you can certainly go to other sites for inspiration.
  • Senior-focused publications. Both online and in print. Again, think inspiration.
  • Your staff. And not just marketing and sales, either. Ask everyone—operations, dining, activities, and so forth—about topics they think would be important to cover. (Again, use these folks as subject matter experts and/or as guest contributors.)
  • Analytics. Google Analytics and Google Ads reveal keyword phrases that are bringing people to your site. Could any of those keyword phrases become additional blog content?
  • Keyword tools, such as SEMrush and Ahrefs, can provide excellent insights and ideas.

2. Focus on a keyword phrase (but don’t be spammy about it).

Again, always write for humans first, search engines second. You’ll find lots of advice online about where to place keyword phrases and how many times to use each phrase, but the truth is that no one knows what goes into Google’s algorithm.

Yes, it makes sense to use the keyword phrase in the title tag since that cues Google—and readers—what the blog post is about. And it makes sense to use it in your compelling headline. From there, just use the phrase—and various synonyms—naturally in your blog post.

Note: Google does tend to like an organized format, so if you can use the keyword phrase (naturally) in sub-headlines and bulleted/numbered lists, go for it.

3. Understand search intent and create blog posts accordingly.

We’re in the age of AI, which includes AI Overviews. When people conduct informational searches, they often don’t need to leave the search engine results page (SERP) because the answer to their query pops up in the AI Overview or another highly visible element, like the “People Also Ask” boxes.

Before we entered this era, a thorough informational blog post had a better chance of showing up on the SERP and getting clicks.

But times have changed.

That said, we’re not suggesting that you should stop writing informational blog posts. It’s still a smart strategy to include them in the mix. Optimize and format them for maximum visibility on the SERPs.

However, another item to consider adding to the mix is more “bottom of the funnel” blog content. We’re talking about content that focuses on keyword phrases with commercial search intent, meaning someone is much farther down the sales funnel.

Yes, this is a departure from the way businesses have been blogging for the last twenty years.

In the “old” days of business blogging, we were told that blog posts should be strictly informational and geared toward the top of the funnel. But that strategy is tough in the era if AI Overviews and the “zero-click search” world we find ourselves in.

Instead, write a blog post around a lower-volume search phrase with commercial intent that discusses your community as a potential option/solution.

For example, let’s say you have an award-winning community in Lakeland, Florida. Consider these keyword phrases:

  • Average monthly cost for senior living: 590 monthly searches, informational search intent
  • Best senior living communities in Florida: 30 monthly searches, commercial search intent

The first keyword phrase has informational intent. The searcher wants info on average costs. Maybe they’re just starting to consider senior living for themselves or a parent. Or maybe it’s simply a general curiosity. AI Overviews and industry associations dominate the SERP and will give the searcher a quick answer.

This doesn’t mean you should ignore the question. You could address it on an FAQs page or in a guide. But writing a blog post around it? Probably not the best use of your marketing budget.

The intent of the second keyword phrase is commercial. Think about someone who plugs that phrase into Google. They’re curious about “the best” — and not just the best anywhere, but in Florida. Money may or may not be a factor. When someone wants “the best,” they often don’t care how much it costs.

You could create an in-depth blog post highlighting some award-winning communities in Florida, including yours. And you could discuss what makes your community even better than the other “winners.”

Yes, it would be a bit more self-serving and even promotional. But the search intent indicates the searcher WANTS to know what the best community is and would be open to reading all the reasons yours is.

4. Mind your grammar, spelling, and punctuation!

This matters to readers AND Google. (Google is wicked smart.) Nothing can torpedo a great topic like lousy mechanics.

If the person writing the blog post isn’t a writer by trade, that’s OK—just make sure you have someone with writing/editing chops who can review the work before it goes live.

HINT: AI tools, like ChatGPT, are great at providing feedback on blog posts. Here’s an example prompt, playing off the keyword phrase we discussed earlier: “You’re looking for info on the best senior living communities in Florida. You’ve just read this blog post. What info is lacking and where could the blog post be stronger, more compelling, and more convincing?”

5. Watch your tone.

Your blog is a great place to be friendly and conversational. And yes, you can still be those two things while also being professional.

Avoid “stiff” writing. It’s OK to use contractions, end sentences with prepositions, start sentences with “and” or “but,” and write fragments, all of which will help support a friendly, approachable, conversational tone. (Read more about style and tone here.)

HINT: You can ask ChatGPT to provide feedback on your blog post’s tone, style, and readability. Here’s how the prompt might look: “Please review this blog post, which is written for women with adult parents in need of assisted living. The tone should be empathetic and helpful. Please evaluate the post’s readability, including specific suggestions on where we can improve the copy.”

6. Write about those things that no one else wants to talk about.

OK, this tip isn’t for every senior living community, but if you truly want your community to stand out in the sea of sameness, then this could be a good differentiator.

Talk about hard things, but in a friendly, approachable way. Example: Tips to Prevent UTIs for Healthier Bladders.

Or how about this: Sex After 70 – It’s Good For You! You get the idea. These aren’t the sorts of topics you’ll see on many other senior living community blogs, but they ARE the types of topics that—if done right—can help your community stand out in a good way.

7. Consider hiring a professional writer.

So, here’s the thing: lots of people can write, even though they don’t wear the label “professional writer.” As long as the mechanics are sound (see point #4 above), it’s good to have a variety of voices and styles on your blog. So you might not need a professional writer, provided you have a solid marketing person who can lead the efforts and proofread/revise posts as needed.

That said, if you don’t have a person like this available on staff (and not all communities do), then yes—it does make sense to hire a professional writer.

But hiring a pro doesn’t mean you should get lazy about having original content. You should make sure the writer has access to “people on the ground” (in other words, the subject matter experts in your community). Otherwise, you can expect generic content that readers can find anywhere (like “5 chair exercises for seniors”).

8. Tell people what they should do when they get to the end.

When people get to the end of the blog post, tell them what to do. This is called the call to action or CTA. It might be links to related content, an invitation to subscribe to the blog, or a download. Bottom line: Engage them further. They got to the end of your blog post, after all, so you have their attention.

You can also experiment with providing CTAs throughout the content. Just make sure these CTAs don’t distract people. You can determine this through your website and blog analytics by seeing how long people stay on the page or even if they get to the bottom of the page.

Speaking of analytics . . .

9. Measure results.

The goal is to write content that attracts the right prospects to your site. Analytics can tell you if your content is doing exactly that. Study the blog posts that convert. What about them is driving conversions?

That’s another good task for ChatGPT: See if it can tease out themes or reasons for high-converting blog content. Then, based on that analysis, ask it to suggest blog content that might get similar results.

At the same time, pay attention to lower-performing blog posts. What can you do to improve performance? Focus on a different keyword phrase? Go longer? Reformat? (Again, ask ChatGPT to analyze.)

It takes less time and money to fix/tweak existing content than it does to create new stuff, so you might as well spend the time getting ALL content to hum.

Experiment with page titles, try tweaking/revising sections, re-format, add different CTAs, and so forth. If you substantially change a blog post, add a note somewhere that says “Updated on THIS DATE” and consider republishing it to gain some traction.

And don’t forget to resubmit the URL to Google Search Console so that Google can recrawl the page and serve it up in relevant searches.

10. Lather, rinse, repeat (aka: do more of what works).

Blogging is a long-game. Do more of what works, tweak and improve what’s lagging, and keep an open mind when it comes to trying something new and different.

Need help with blogging?

We have writers, editors, and strategists available for short-term or longer-term contracts. Choose what works for your situation. Let’s chat about it.

Senior Living Marketing Trends to Watch in 2020

Senior Living Marketing Trends to Watch in 2020

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What senior living marketing trends should you be paying attention to?

So glad you asked.

Senior Living Marketing Trend #1: Always Think Mobile First.

An average of 68% of our clients’ website views and conversions happen on mobile phones. Websites built with a “mobile first” design will outperform websites built for only desktop experiences.

Remember, the real estate for messaging and lead conversion shrinks dramatically on smartphones. This means you must put the most important info at the TOP of the site.

Let’s break it down:

  • Copy. Messaging must be clear, concise, and explain the problem you solve and who you serve.
  • Navigation. Think simple organization. Focus on the most important information prospects are looking for, like locations and care levels. Design elements should include drop-down menus to easily access specific information. Or you should implement a properly-tested hamburger menu or jumbo menu.
  • CTAs (Calls to Action). Encourage visitors to take an action, but give them different options. Use colorful buttons designed for clumsy thumbs on the go. Be sure the phone numbers on the website are dynamic, too. For example, use “click to call” with tracking to measure website conversions.

FREE Website Assessment

Get out your cell phone and pull up your website to test the mobile experience.

Need help? Get a free website performance assessment today.

Senior Living Marketing Trend #2: Hyper-Target Prospects.

A recent user experience study published by Acquia reports that 80% of customers want greater personalization. In fact, respondents claim they would be more loyal to a brand that demonstrates an understanding of who they are.

The only way to get the right content to the right prospect at the right time, however, is to have the ability to track their behavior. Here is what you should need to track:

  • Everything prospects are doing on your website: You need to know how often they visit and what pages/blogs they’re visiting so you can personalize your follow-up based on each prospect’s specific interests. Marketing automation is an effective way to accomplish this.
  • Engagement: Consider the following…
    • Email opens and clicks
    • Paid advertising clicks and conversions from Google AdWords and Facebook
    • CTA interactions to track if they have downloaded a brochure or guide, requested a call back or scheduled a tour, and/or engaged with live chat or a survey.

Score leads based on the actions prospects take on your website. This will help you identify prospects with the greatest opportunity to advance and close.

  • ROI. Senior living providers should have a way to track the return on investment of every lead generation source. Your marketing team or agency should have the technology to quantify the cost per conversion and cost per move-in by channel. Extra points if you can also calculate the resident lifetime value based on actual revenue and length of stay data.

Senior Living Marketing Trend #3: Move to Open Source Technology.

“Consistently delivering convenient, personalized experiences across all channels requires technology that can readily access all the data personalization demands and flexibly support CX online, in-store, and everywhere else,” reports Acquia.

The senior living technology space has been dominated by closed-source platforms that do not allow integration into all of the data sources operators need to optimize their marketing results.

Our clients are moving away from these antiquated solutions in favor of newer open source technology providers that allow operators muhc more freedom and choice.

Here are the signs that it’s time to change your website hosting or CRM company:

  • The website is built on a proprietary platform. What this can mean…
    • You cannot make changes, updates, or edits to your own website.
    • They do not have or will not share an API key to allow integration with marketing automation, live chat, interactive surveys etc.
    • They decide what to measure. The problem? It’s usually not what really matters.
  • The senior living CRM is not integrated with a marketing automation platform OR it forces you to use their solution rather than the best-in-class that you would prefer. It does not connect to your website forms and/or third-party lead providers. This means any data entry on your end will have to happen manually. You cannot get the reports you need, such as lead generation by channel.

Ready to explore better CMS and CRM options?

Schedule a call with the Senior Living SMART team today. These senior living marketing trends will likely define the next decade. Don’t get left behind! Simple, strategic changes can make all the difference.

The Senior Living Marketing Rebellion

The Senior Living Marketing Rebellion

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

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

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

Let’s look at each one more closely.

1. Shift in the Access to Information

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

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

2. Shift in Transparency

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

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

3. Shift in Control

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

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

Remember, Rebellious Times Require Radical Changes

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

Ready to embrace this new senior living marketing reality?

Schedule a 30-minute brainstorming session today.

Request a Session
11 Strategies for Promoting Content & Measuring Results

11 Strategies for Promoting Content & Measuring Results

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So, you’ve got your content teed up, whether it’s a guest post, a hot take, or a summary of a survey you conducted. You’re done, right? Not so fast!

Producing quality content is the first step. But now it’s time to share your content and to understand which pieces help bring leads—and ultimately customers—to your senior living community.

Here are 11 strategies that will help you promote and measure your content like a pro.

1. Write irresistible headlines.
Your content could be the best in the world, but it’s worthless unless you’re grabbing people’s attention and getting them to read it. Headlines are crucial for this very reason, and there are several rules for creating good ones:

  • Make them explicit and concise.
  • Don’t give away the whole article, but don’t hide what it’s about, either.
  • Trigger curiosity. Appeal to emotions.
  • Use numbers or percentages when possible.

2. Put your content in front of targeted eyeballs.
Share your content in an email to targeted prospects(hint:segment your database according to buyer personas, and only share content that will interest that particular persona). Share your content on social media as well. Putting your content directly in someone’s inbox is a simple way to reach them, while posting content on Twitter, Facebook, or LinkedIn makes it easy for people to share.

3. Add tools to your promotions arsenal.
Use tools like Buffer to share content efficiently. Buffer allows you to queue up content you want to share on social media and then spaces out when that content is released throughout the day.

Want to learn more?

Get our FREE eBook

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A blog is a long-term marketing asset that will bring traffic and new leads to your senior living website. In this eBook, we will walk you step-by-step through the blogging fundamentals and show you how to start reaping the benefits of this valuable marketing and awareness channel.

Everything You Need to Know About Writing a Senior Living Blog

 

4. Embrace being a big fish in a small pond.
Don’t view the fractionalized senior living market as a threat. View it as a marketing opportunity to specialize in a niche.

5. Don’t date yourself.
When publishing articles that aren’t news-oriented,don’t include the date. With information that’s useful no matter when it’s posted, including the date may discourage someone from reading it as time passes.

6. Connect with everyone on social media.
Create a separate account if necessary on Facebook or Instagram for consumer-facing marketing and make sure to do the same on LinkedIn for referral contacts. It’s a content sharing platform—treat it as such. Content marketers benefit from connecting with each other.

7. Be a fount of information.
Content marketing is a test of generosity. It costs nothing to give away your best advice and knowledge, and that’s how you’ll win the relationships that give you the links, the authority, the rank—all leading to getting qualified visitors on your website.

8. Use data to your advantage.
How much authority does your page have? Find out with tools like Google Analytics. Make use of available data and adjust your content accordingly.

9. Focus on what matters.
There’s a very long road between getting a “like” and making money. A very low number of social media interactions convert into leads. Your website is much more likely to get a visit from a Google search, so put the bulk of your energy into where you get the best results.

10. Share content that people want to see.
Look at what’s getting shared and clicked the most. Use Google Analytics to find the articles that will get people to subscribe to your newsletter. Put these items on your sharing list.

11. Know when to share.
Track your web traffic and email click-through performance to find out when people click on your content. So if you find your Facebook audience engages around noon on Fridays, but LinkedIn folks seem to get into your stuff on Wednesdays between one and four, schedule your posts accordingly. For further insights, check out this industry research regarding the best times to post on social media.

What tips do you have for promoting content and measuring results? Share in the comments!

ABOUT THE AUTHOR: Andy Crestodina

Andy Crestodina is the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy will be sharing his wisdom in two presentations at the 2018 Senior Care Marketing Sales(SMASH)Summit taking place Oct 1 – 3 in Chicago: Content Marketing Micro-moments: Turning Traffic into Leads and Leads into Conversions and Content Marketing 2.0. Drive your Content Engine in 2019.

Sign up for our free webinar “Content, Conversions and Lead Generation” on Thursday September 6th at 1:30PM EST.

Senior Living Marketing Tactics That Will Engage Today’s Prospects

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In my constant quest to keep up with all things senior living marketing, I recently read an article published by Senior Housing News called “The Secrets To Growing Senior Living Sales & Occupancy.”

In a nutshell, here are the so-called secrets:

  • Do deep discovery.
  • Ask the right questions to get the right information.
  • Understand the difference between senior living marketing and sales.
  • View marketing as an investment, not a cost center.
  • Get the executive director involved in the sales process and train employees to understand the sales process.

Really? These are “secrets”? This same article could have been written 10 years ago!

Here’s the REAL secret: the way prospects engage with senior living communities has dramatically changed.

As such, our senior living marketing and sales tactics need to evolve, too.

We can’t keep recycling old “insights,” like the ones outlined above from that article, because our prospects expect more today than they did 10 years ago – or even three years ago.

So, what can your teams do to better engage with today’s prospects?

Keep reading…

1. Remember that your senior living website is your #1 sales tool.

It’s no surprise that the majority of shoppers go online first, especially when hunting for a particular product. But the Pew Research Center reports that most people begin their searches online when making big life decisions as well. And moving to a senior living community certainly qualifies as a big life decision.

Sure, when people turn to Google as they research senior living options, they might encounter your Google Business Profile and other review sites. But they will ultimately land on your website since it effectively serves as the hub of your community’s online presence.

WHAT YOU CAN DO: It’s time to change the website experience from focusing on community features and benefits (in other words, the “let me tell you about me” model). Instead, re-position your site so that it becomes a valuable resource that seniors, caregivers, and professionals will visit often as they research options. Need ideas for improving your site? Choose our affordable senior living website audit, which will deliver clear action items.

2. Live chat can turn websites into lead generators.

Organic leads are great, but unless you quickly engage them, they will bounce over to a competitor’s site or a paid referral site. (The latter means providers will be buying back move-ins who had initially visited their website!)

Live chat, on the other hand, can quickly engage website visitor by demonstrating empathy and helping visitors access the info they’re looking for. An effective live chat host can generate qualified leads that can be transferred directly from the chat host to a community representative or turned into a scheduled tour. Chat can also provide evening and weekend coverage at a very low cost.

WHAT YOU CAN DO: There are many chat options available, but we typically recommend SiteStaff, because the chat hosts are US-based with specialized training in healthcare settings, like senior living.

3. Videos can help convert prospects into sales.

Here’s a stat for you: 80% of website visitors will stop and watch a video. Talk about engagement! There are many ways to use video, too, from background b-roll to video testimonials from happy residents to virtual tours.

And here’s the even better news: not all video has to be professionally shot. Smartphone videos can work well, especially on social media channels, like Facebook.

WHAT YOU CAN DO: Pick up your phones and start shooting! Yes, you need to keep privacy laws in mind, but start shooting video. Short and sweet (think 30 seconds to a minute) can work well. Online editing software can allow you to add in calls-to-action, but you don’t even need to go to that far when sharing on social: just post with a brief intro.

And don’t underestimate using video for more formal things, like tours or room planners. One product we particularly like: DesignFloorPlan.com.

4. Transparent pricing matters.

It’s fair to say that cost plays a big role when people shop around for senior living options.

However, most communities make it impossible to find pricing info on the website, leaving prospects to bounce over to a paid referral site who will not only provide your pricing information, but also your competitors’ info.

We understand that you want to sell your value first before providing prices, because you’re concerned prospects will experience sticker shock, particularly if they don’t have the full context. But the lack of pricing transparency is not helpful to prospects or professionals looking for information.

WHAT YOU CAN DO: Consider making your pricing available through a short opt-in form with basic contact information. This scratches two itches: visitors get the info they want, and the sales team has the ability to follow up to establish value and offer resources to help fund senior living.

5. A better “template strategy” can reduce senior living marketing and sales costs.

One of the biggest marketing spends in senior living today is print. Think event flyers, invitations, incentives, direct mail, and postcards, just to name a few items. The problem is that the cost of graphic design, printing, and mailing continues to climb. Not to mention that the shelf life for these items is days or a few weeks TOPS.

The good news? A smarter “template strategy” can reduce these costs. Imagine having all the print items you regularly use at your fingertips as templates that are already outfitted with your logo and brand colors. All you have to do is customize them with the relevant details for that particular marketing campaign. Goodbye, design costs! Goodbye unnecessary printing!

WHAT YOU CAN DO: Check out our SMARTbrand and SMARTbrand+ options. We have a free version and an affordable subscription service that allows you to easily create the materials you need. Or if you like the idea of creating a full-blown template strategy, check out our SMARTstores.

6. Senior living events still work!

“The majority of people who know someone in senior housing have been influenced by this experience (73.0%), most often in a positive way (57.0%)” finds Imagination in their research study. Bottom line: senior living events still work!

WHAT YOU CAN DO: Make sure you include the following in your senior living marketing plan:

  • Friend & family referral programs
  • New resident welcome events for friends
  • Address change cards for new residents to send to friends and neighbors
  • Coupons for meals, salon services, weekend stays, and community events

Need help? Check out our senior living event management solutions.

Senior living marketing has changed. Work with an agency that’s evolved, too.

We’re not just any agency. We’re a senior living marketing agency. Our staff has industry experience, which sets us apart from other agencies (even the ones who also “specialize” in senior living marketing). Get in touch today and request your complimentary 30-minute brainstorming session.

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6 Components of a Successful Senior Living Social Media Strategy

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Using Social Media to Create a Fully Integrated Growth Strategy

For growth-oriented senior living communities and health-related organizations today, a sound social media strategy should be an integral part of the total marketing program. Your community events and outreach activities should now be viewed in the context of how they fit into your overall social media strategy. They represent an ideal opportunity for positive social interaction with the surrounding community. Social media becomes a vehicle that can take virtually anything positive that is happening and turn it into a valuable marketing opportunity. Social media, which is increasing in usage and popularity every day, becomes a way to supercharge and magnify your marketing efforts.

The overarching goal for senior living organizations today is to become the recognized “go-to” resource for all things related to senior care and senior lifestyles. This involves a strategic shift from an “advertising/event mindset” to becoming a valuable and valued educational resource for your community. Ultimately, your social media strategy is not just about getting your name in the marketplace, it is about getting prospects to visit your community and to choose your community as the best option over competing communities or remaining in the home.

Specific Goals that Support Your Senior Living Community’s Growth

Sage Age works with our client-partners to develop a comprehensive marketing strategy that includes social media as a vehicle to accomplish the following key goals:

  • Building Credibility – Even if never spoken, families have two questions: Will mom or dad be safe here? Will mom or dad be happier here above all other options? When social media is effectively implemented, it will build credibility, trust, and confidence – the keys to the “purchase decision.”
  • Storytelling – Storytelling is the oldest and most effective form of marketing that exists. It grabs the heart, builds credibility and is most powerful when it is a resident or their family member that is telling the story. Social media is the only effective way to tell fresh stories to a large audience.
  • Crowd Sourcing – This is a business term for “viral marketing.” If you tell compelling stories and provide useful information, the crowd will tell your story for you. They will pass the stories on to their families and friends, to people you might never be able to reach directly through traditional marketing approaches.
  • Content Marketing – For most communities, finding time to write, knowing what to write, and actually writing it effectively is often a significant challenge. Yet creating valuable content on a consistent basis is a powerful way for you to stay personally connected with your prospects, your family members, and your referral sources. Sage Age excels at creating relevant, compelling and engaging content that will garner your customer’s interest, attention, and response.
  • E-mail — E-mail is the tool that supports and reinforces the above tasks. It is how you get the word out.
  • Assessment – Finally, it is essential to continually assess the effectiveness of your efforts and to make minor adjustments or radical changes based on the findings.

Does your senior living community have a social media strategy? Let’s Chat!

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pricing strategy

3 Pricing Strategies to Grow Rate, Grow Occupancy – or Both!

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There are many traditional pricing models offered by senior living operators in an effort to grow rate and increase occupancy.  There are no right or wrong answers as long as the strategy is in alignment with your goals.  Generally, pricing strategy is directly related to the stability of occupancy.  With a higher occupancy, operators can push rate. When occupancy declines, incentives may be offered to boost occupancy and that erodes RPU.  The balance is in knowing when to turn the rate and incentive levers and to be flexible and proactive enough to make regular adjustments.  Pricing is not something that operators can do once a year during budget season and then forget about.

Pricing That Offers a Greater Price Range for Prospects without Eroding Rate

Value/ Premium Pricing

This strategy allows a pricing spread throughout the community that offers greater pricing elasticity to meet a wider range of financial options for prospects without eroding rate/ RPU.  Apartments with a premium location (near an elevator, on the first floor, near dining room etc.), premium view or with premium amenities (upgrades, closet space square footage) are priced at higher rates.  Apartments with undesirable locations (end of long hallways, upper floors), undesirable views (parking lot, dumpster, mechanical units) or with a lack of amenities (dark, small, limited closet space) are priced at lower rates.  This strategy allows 3 price points for each apartment type – standard, premium, and value so the overall community still achieves the average rate while offering a greater range of pricing options.

Variable Pricing

Much like paying points on a mortgage, the greater the upfront move-in fee, the lower the monthly base rent.  For example, for every $2000 more paid up front, the resident base rent is reduced by $200.  This gives the community good cash flow up front, and the advantage for the resident is that the investment is paid back within 10 months. Then all future increases are based on the lower rate.

This strategy provides solutions for prospects who:

  • Have good liquidity from the sale of their home or from strong investments, but they do not have much income (they can put up a large move-in fee and buy down their monthly price that is within their income range).
  • Have a strong income, but do not have upfront cash (waiting to sell their home, money tied up in annuities, CDs or other investment).

Companion Living

In addition to “purpose built” companion apartments, this strategy creates companion living apartments out of studio, alcove, and traditionally private one  &  two bedroom apartments.  The companion price is set between 55 – 65% of the private rate for each resident.  It creates a very low price point, which is attractive to residents who would traditionally be financially disqualified.  It provides the community with 110 – 130% of the private rent revenue and two LOCs.

To be successful, the community needs to set up companion model apartments to show how a small space can work for two unrelated residents.  It may also require some form of divider for privacy.

There are probably many other great ideas out there! Are there other creative pricing strategies you have used successfully to balance the growth of both rate and occupancy? Let’s Chat

 

sales

How to Increase Sales In Senior Living: The Occupancy Conundrum

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Senior living operators often use the words “sales” and “occupancy” interchangeably.  While closing sales is a key component of growing occupancy, sustainable results require a more collaborative strategy. Occupancy involves sales AND marketing alignment, effective service delivery, and strong retention efforts.

Let’s break down each component and learn how to increase sales in senior living. 

Align marketing with senior living sales.

The senior living sales and marketing teams need to collaborate. Together, they will create and execute a marketing plan that will result in more move-ins. A good plan will include things like website optimization, paid advertising, direct mail, social media, and marketing events. The plan should also include specific sales activities, such as nurturing leads, generating tours, doing site visits, networking, and conducting scheduled sales calls.

But even if your sales and marketing teams work swimmingly together and bring in quality leads that convert to move-ins, that might not be enough. Bad services, such as med errors, yucky food, and boring activities, will turn those move-ins into move-outs. Obviously, move-outs erode occupancy and revenue.

Bottom line: Before bugging the senior living sales director for more move-ins, evaluate move-outs. Are they unusually high? If yes, assess your services and retention efforts across all areas of operations. (Keep reading for details.)

Improve your service delivery.

Are you delivering the services promised in your collaterals?  Many “silent” move-outs happen due to issues no one wants to talk about. Sure, some folks will move to a competitor. But what about people who move out for the following reasons:

  • Respites that don’t convert – they “tried out” the community but didn’t have a good enough experience to become a permanent resident
  • Moved home with family (thought the family would do a better job)
  • Financial move-out – they may be able to afford it but no longer see the value
  • Residents who move out into their own condo or apartment and bring in-home care

Even worse: Many dissatisfied residents simply stay, but they tell everyone that the community is not what they expected. They share their disillusionment with their physicians, family, and friends. No, they may not erode occupancy, but they won’t help increase occupancy with referrals. Remember, resident and family referrals have one of the highest conversion rates of any source (30 – 35%).

Boost retention efforts.

If senior living operators spent as much time managing the back door as they do driving move-ins through the front door, occupancy and revenue would be far greater. Some ideas to proactively retain residents longer include:

  • Invest in updated technology and software that monitors resident patterns and health trends with predictive functions to detect changes before an incident or decline occurs.
  • Hold weekly resident tracking meetings to pro-actively manage resident care collaboratively.  These meetings should include representatives from every department and always include input from caregiving staff.
  • Establish protocols for visiting residents when they are out of the community in an acute setting and managing their care by participating in care planning/ discharge planning meetings.
  • Set retention goals for your nurses to mirror the move-in goals for your sales team.

If you only focus on the sales portion of the occupancy equation, you will miss 2/3 of your opportunity to grow your market share & profitability.

Need help with any of the above? Before we created our agency, we spent decades working in the industry (sales, marketing, and operations). We know how to increase sales in senior living. Let us help!