Senior Living Marketing

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Marketing strategies for senior living have changed considerably in recent years. A decade ago, an assisted living facility with a great location and reputation could rely on filling vacancies without much difficulty. Nowadays, however, more marketing savvy is needed for enduring success. Competition is increasing, and consumers are expecting more from senior living communities.

To draw attention, convert leads, and remain successful, senior living companies need to expand their marketing tactics. Here are some strategies that work especially well with the modern senior living audience.

Build a strong online presence.

A basic website is no longer enough to attract leads. Even if your community is well-known in the area, that local reputation isn’t enough to persuade the Internet-savvy consumers of today. Potential residents and their families often start their search for senior care with Google. If your community has a low ranking, a weak online presence, or an unimpressive website, leads may begin to doubt your community’s trustworthiness.

You can build online credibility through a variety of digital marketing campaigns, from social media activity and display ads to email newsletters and engagement with online reviews. All of these initiatives can have impact.

Focus on your community’s uniqueness.

As more competitors enter the market, the need to differentiate becomes increasingly important. What makes your community special? Why should leads choose your community over the competition?

Services and amenities like restaurant-style dining or on-site beauty parlors were once unique enough to attract attention, but that’s no longer the case. These features are common enough now for residents to expect them. Instead, think about what your community offers (services, programs, staff) that residents won’t find elsewhere.

Know what your residents want and need.

Your community can have a wide variety of luxuries and programs, yet still fall behind when filling vacancies. The key is to know exactly what potential and current residents want, then organize your marketing strategy along those lines.

In many cases, leads and their families want to find a community they can trust, which can solve their problems and reduce their stress. This trust is based on more than just beauty and luxury. It requires a relationship, bolstered by empathy, open communication, and good information. Keep in mind that your facility isn’t just competing with other facilities in the area. Leads are weighing the costs and benefits of staying at home compared with life in your community. In general, seniors want to remain healthy, active, and engaged with society. They want to have a long, enriching life. When crafting marketing campaigns, remember these needs and desires, and offer a way to fulfill them.

Provide helpful information and resources for potential residents and their families.

One great way to build trust is to provide information without any strings attached. This strategy works especially well with digital marketing. By posting relevant information on your website or blog, you may attract visits from leads who aren’t yet considering senior care options, but who may be reaching that point in the near future.

For example, a senior may struggle with driving as they get older and need help finding alternative forms of transportation. Or, a family member may be caring for a senior with dementia and be seeking resources and forms of support. By providing answers to these questions, an assisted living community can build a prospect’s trust. Then, when the time comes to choose a community, the relationship is already there.

Use effective strategies for tracking and managing leads.

In the past, assisted living facilities could depend on getting leads from just a few sources. Now, leads can come from a wide range of sources, from Google search and social media ads to physician referrals and friend recommendations. The marketing landscape has become more complicated. As a result, keeping track of leads enough to build relationships with them can be a daunting task. An effective CRM strategy is necessary to manage this challenge and ensure that a senior living company is investing in the right marketing strategies. Without good CRM, a community may end up stretching its budget without getting significant results.

Plan for the future.

Top senior living communities don’t just adapt to what’s happening right now--they plan and shape what’s going to happen tomorrow. Promoting your community means thinking about the future. After all, residents may end up living in your community for decades. How will the community continue to enrich their lives? What improvements can be made for future residents? This forward-thinking mentality will put your community a step ahead both now and in the coming years.