The term “senior living” can mean a lot of things to a lot of people. And as more services and housing options have been introduced, the confusion around what a senior living community can offer has only amplified. The good news is this confusion can be easily remedied with the right messaging, the right data and the right CRM software.
In this post, we’ll discuss a few key tips to remember as you promote your various services and senior living housing options.
Create Specific Messaging Around Each of Your Housing Options
The majority of consumers aren’t necessarily familiar with the differences between independent living, assisted living, memory care, or skilled nursing. That’s why it’s so important to create messaging that speaks to your community in general, as well as each service and housing option you offer.
Not only does this messaging help a potential resident or family member determine if your community fits the needs of themselves or their loved one, but it can also help you highlight the unique offerings you provide.
Here are a few examples of how you can speak to each of your housing options to help differentiate them:
- Independent Living: Use terms that promote the worry-free and active lifestyle independent living provides active seniors. Highlight any amenities you may offer such as exterior and interior home maintenance, planned social activities, daily meal options, etc. Stay away from messaging that suggests care and instead focus on how this housing option helps seniors stay independent. This is one senior housing option in particular where potential residents may be doing their own research, so don’t be afraid to direct your messaging specifically towards them.
- Assisted Living: Many wrongly believe that assisted living and skilled nursing are synonymous. That’s why it’s important to highlight the supportive care residents receive in this option as a way to maintain independence, stay active and remain social. Use messaging that promotes assisted living as a way for seniors to receive help with activities of daily living such as bathing, medication management, etc., while still maintaining independence. Family members of potential residents are generally the ones researching assisted living communities, so gear language towards easing the concerns of that audience.
- Memory Care: A diagnosis of Alzheimer’s or dementia can be scary for both seniors and their loved ones. Highlight the ways your memory care services help residents maintain independence while providing specialized care in a safe, secure setting. Again, this is another housing option in which the child or loved one will likely be doing the research, so be sure to speak to their questions and concerns.
- Skilled Nursing: Differentiate this level of service from assisted living by focusing on the extensive nature of care offered. Use language that highlights the home-like setting your community offers, as well as the level of therapies and care provided. Be sure to speak to the various functions of a skilled nursing community, including rehabilitation after an illness, injury or surgery, and the availability of more long-term care options. Also, be sure to promote any hospital affiliations or your Five-Star Rating to showcase your organization as one known for providing the highest in quality care.
Collect and Track Lead Data in a CRM
Senior living CRM software can help you better track leads coming in from your various marketing efforts, including online and offline sources. But to get the most out of your CRM, you need to make sure you’re collecting the right data.
At a bare minimum, you need to capture basic information such as first and last name, state/zip code, email and phone number. Next, keep a record of the housing option each lead is most interested in, as well as the information they are looking to gather such as pricing, availability, general community information or how to schedule a visit.
Finally, make sure you’re tracking how that lead found you. Online sources can generally be automatically captured by your CRM. Offline sources associated with call tracking numbers or specific urls can also be automatically tracked or added manually.
Use the Data from Your CRM to Nurture Potential Senior Living Residents
The more data you have on your leads, the better equipped you are to nurture them. By definition, to nurture leads means you’re providing them with the content they need, when they need it, so they can make an informed decision.
As a best practice, make sure you have content to serve leads no matter what stage of the funnel they’re in including top of the funnel content, such how-to’s or informative guides; middle of the funnel content, such as brochures or community overview videos; as well as bottom of the funnel content, such as a “Schedule a Visit” page on your website.
Email is one of the most popular ways to nurture a lead, but you can also include offline touch points as well, including phone calls and direct mail pieces.
Every audience is different, so be sure to track each interaction. This not only helps those working with potential residents understand what information they’ve been given, but can give you the insights you need to optimize your nurture over time.
Senior Living Marketing Solutions from MatrixCare
MatrixCare senior living marketing solutions allow your community to streamline marketing efforts and maximize occupancy by efficiently managing leads and referrals while optimizing sales activities. Track critical marketing data for one community or several, including prospective residents, marketing campaigns, lost leads, and event attendance and ROI. Ready to drive better outcomes? Contact us today, or request a personalized demo of MatrixCare.