Move-Ins May Slow Down Over the Holidays, but Your Marketing Shouldn’t

December 23, 2017
Categories: Senior living
Reading Time: 3 minutes

The closer the holidays get, the slower you may notice the inquiries come in at your senior living community. For many communities, this is a common occurrence over the holiday season. It makes sense when you think about it; potential residents and their adult children are busy shopping, baking, wrapping gifts, attending parties and enjoying one another’s company this time of year. Any major decisions about the future are often cast aside until the new year, when the hustle and bustle of the holidays has passed.

Senior Living Marketing Over the Holidays

However, just because move-ins might be slower right now doesn’t mean your marketing efforts shouldn’t remain at full speed. Now is the perfect time to take a step back and analyze what’s in your pipeline and how you plan to proceed in the new year. Additionally, you want to ensure you’re staying top of mind with any of those potential residents and their adult children. This way, when they’re ready to schedule a tour or make a decision, your senior living community is the first on their list.

So, how can your community stay ahead of the game and be prepared to meet the new year strong? Here are four senior living marketing tips to thrive amongst the competition:

  1. Keep your online presence strong. Is your website working as well as it should? Does it highlight the comprehensive services and amazing amenities offered by your community, as well as provide helpful resources that position you as a leader in the industry? Your website should not only be thought of as a virtual brochure, but should also offer numerous ways for visitors to convert through contact forms, clickable phone numbers or opting in for blogs or newsletters. Fresh content or ramping up paid efforts over the holidays can be a great way to make your site easily found in the search results.
  2. Manage your community’s reputation. Few people make a decision these days without checking to see what others have to say about a product, service and yes, your senior living community. Both positive and negative reviews are regularly reported online, and it’s vital that you have a plan in place to respond to all reviews. Additionally, use the holiday season to request reviews from happy residents or their adult children and get them posted to social media platforms. Or, consider adding or beefing up the testimonials page on your website.
  3. Focus on meaningful engagement with prospects. If your community utilizes CRM software, then you’re already one step ahead when it comes to building meaningful relationships with your prospects. Senior living CRM helps your sales team know not only what level of care your prospects are seeking, but also what their likes and dislikes are – what makes them “tick.” This information allows the team to customize interactions, as they’ll have specific details at their fingertips, like knowing what stage of the journey of finding the perfect community each potential resident is in.
  4. Watch for senior living trends – and plan ahead. In a market where it seems like there’s a new community popping up down the street every month, what can you do to stand out in a crowd? Studies show that seniors and their adult children are becoming savvier when it comes to researching senior living communities, and their expectations are also higher. Analyze data to find out what your prospects are looking for most often, and then think about how you can better promote that in the year ahead. For example, if you know seniors are looking for an active community with a variety of events focused on wellness, consider inviting potential residents to free fitness classes or to sample meals from your onsite chef. Remember, increasing occupancy is often about how you can differentiate your community from the others your prospects may be contemplating.

Innovative Senior Living Marketing 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.

Kelly Keefe, RN
Kelly Keefe, RN

Kelly Keefe, RN has been in healthcare for nearly 20 years with leadership roles in nursing management, hospital administration, and information technology. In 2011, Kelly began her career in the EHR vendor market as a Product Manager, fueled by a desire to ensure that health care workers would have access to solutions that would meet the demands of a changing healthcare climate. Working as Product Manager, Kelly was responsible for ensuring that her products met all regulatory requirements, while maintaining focus on ease-of-use and workflow considerations for the end user. Kelly made the decision to come to MatrixCare as a Senior Living Solutions Product Manager based on the forward-thinking strategy of the organization. “I love that at MatrixCare we have a climate of progressiveness that allows us to be ahead of the game instead of chasing regulations. We are the ones creating the standards in the LTPAC market and I am proud to be a part of these important milestones in healthcare.”

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