- Senior Living SMART

Marketing a senior living community can be challenging. After all, most communities are essentially selling the same thing. As a result, it can be difficult for consumers to identify the community best suited for their lifestyle and needs.

How can you elevate your senior living marketing to show true differentiation? Read on.

1. Differentiate through technology. Here’s what to keep in mind when evaluating your options.

Management efficiency. Certain software can help reduce expenses in all areas of operations, such as food, labor, and utilities. The best part? The savings will more than cover the expenses of implementation. Check out some great options here.
Safety. As resident acuity rises, technology can provide exceptional support in resident safety. Think emergency response systems, motion detection, medication management, and e-health records. Look for a company who offers innovation and custom solutions.
Communication. You must have the right technology to keep families and residents informed. Here’s an example of an innovative care coordination and communication system.
Lifestyle and wellness. More and more residents are using technology. iPads are a great way to connect residents and families and help them stay engaged.

2. Differentiate through value and price. You could use a “high-end” approach. This caters to the belief that the more costly a product or service is, the more valuable it is. Another option: Position your brand as the provider of high quality at a value price. (Hint: Southwest Airlines does a great job at the latter.)

3. Differentiate through product and services. Convey value by highlighting unique product or service features. For example, how does your dining program compare to local restaurants? How does your resident wellness program compare?

4. Differentiate through customer service. Thanks to the prevalence of online reviews, good customer service will always be important. But exceptional service will elevate your status in the senior living marketplace even more. What are your residents and families saying about you? Do you have a customer service program that creates raving fans?

5. Differentiate through user experience. Senior living communities must build emotional connections through memorable experiences. Remember, there are many transition “points” for residents and families during their stay in your senior living community. How well do you do at these important points in time? Are you eliciting feedback from your residents and following through on what you’ve heard?

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When it comes to devising a killer senior living marketing strategy, we need a new shtick. I’m tired of listening to recorded calls and mystery shops and hearing the same things: We have the best people. You’re going to love the food. We’re resident-focused.

If every senior living community is saying the same thing, then what’s the point? How can you possibly differentiate? To stand out, you and your team need to agree on your community’s value proposition.

How do you go about creating one?

Well, when was the last time you spent time with your team to honestly discuss your senior living marketing strategy? Have you recently looked at your place in the market, your differentiators . . . and then figured out a story that conveys those things? Remember, people are more engaged with stories than information. Finding time to brainstorm can be a great team-building exercise. It will also help get everyone up to speed with what your community’s value proposition is. (And how to communicate it.)

Senior living marketing strategy: Start with a thorough competitive analysis.

This involves going on a tour of each competitor and acting as the prospect. Ask all the questions that prospects ask you to see how the community sales person answers them. How are they are positioning their community? Do they explain their pricing, levels of care, amenities, lifestyle, memory care program, etc.? Pick up a full marketing packet to see how your community’s presentation compares. Make notes of your impressions right away while the experience is fresh in your mind.

Senior living marketing strategy: Do a SWOT with the team.

Schedule an hour or two to strategize as a team about your community’s strengths, weaknesses, opportunities, and threats (SWOT). You can go online to get an outline, training, and tools on how to do a SWOT. But for now, here is a quick overview.

Strengths & weaknesses refer to internal aspects of the community

Demographics, location – close to cultural, community & healthcare resources, on a main road, easy to find? What are the characteristics of your current residents and families? Why did they choose your community?
Physical plant – first impressions, age & condition of interior & exterior, updates needed, does the model apartment Wow? Size of community, apartment mix, etc.
Amenities – dining, activities, transportation, recreation, social, spiritual, intellectual activities, pool, spa, etc.
Care – survey results, memory care program, levels of care available, niche programs, acuity management, training, technology
Team – stability, experience, turnover, leadership, culture, mission, values, etc
Other – reputation, ownership, customer service, friendliness, family engagement, history of community (who built it & why?)
Price/value – drill down into competitive analysis

Opportunities & threats refer to external aspects of the community

Marketplace Changes – new communities in development, competitors adding on units or products (i.e. memory care), hospital closing, businesses coming or going?
Competitors – running specials, renovating, creating niche programs, have an ACO relationship with the local hospital that could reduce your referrals? Changes in leadership/ turnover/ stability? Acquisitions?
People Changes – have key referral sources moved, are there new relationships that have to be nurtured, are there new docs in town, new homecare companies?
Regulatory/Economic – Did the state create a grant program to encourage homecare? Is the hospital forming an ACO? Are there new state regulations that may affect you?

When the SWOT is completed, your team will be able to identify unique characteristics that will create your “better and different story.” In other words, your value proposition. So, when someone asks why they should select your community, you have your answer at the ready.

Here’s an example: “We’re locally owned, and we do business with our friends and neighbors. Our owner built this community because he wanted his mother to have a lovely place to live. And she lived here for six years until age 92! Our owner is here every week to speak with our team, the residents, and their families. And because we don’t own hundreds of communities, we can make sure that this community runs well. Our residents develop strong bonds with our staff. We have very low turnover! Our staff has worked here an average of 5 years. We got a perfect score on our most recent state survey and a 92% satisfaction score from residents and families.”

Now THAT’S a story, right? And certainly much more compelling than “We have the best people and great food.”

Need help with your senior living marketing strategy?

You’ve come to the right place. We have deep expertise in senior living and marketing. Set up a complimentary brainstorming session today.

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Senior Living Marketing: The Power of Differentiation