It is estimated that more than 10,000 baby boomers will turn 65 every day through the early 2030s. Even as they strive to stay active and healthy – and maybe even continue to work in retirement – they’re also looking ahead to their retirement years and researching their housing options.
Moreover, many boomers are searching for senior living communities for their own parents (aged 75 and older), while Gen X (now entering their early 50s and squarely in their 40s) may start looking for senior communities for their own older boomer parents (who are now approaching 70).
According to these figures, this clearly indicates a positive trend in the senior living industry which is set to continue for quite some time to come.
The generation of boomers today is connected. In 2014, 70 percent of them were on Facebook, 31 percent were on Twitter, and 35 percent were on LinkedIn because so many were still working.
Additionally, they research purchases easily using laptops, tablets, and smartphones – and one of the biggest purchases they can make in their lives at this stage is choosing to live in your senior living community. Due to the increasing demand for senior living, senior living communities are on the rise.
Basically, while doing senior living marketing online, make sure boomers and members of Generation X are able to find you when they search online, and, once they reach your website, make sure they can do the following:
- Easily locate what they need
- Make them believe that you are an expert in the field.
- Trust that you will take good care of their parents or themselves
The senior living industry is growing rapidly, and businesses are trying to meet the growing demand. A big problem in senior living is that most companies have no idea what they’re doing, and they lack the resources to improve their business models.
Here are 6 senior living community marketing strategy tactics you can use to increase interest in your senior living community.
1. Build a Better Website
Is your site easy to navigate, even for a non-technical person? How fast does your website load? Do you use high-quality videos and images to display your available units, landscaping, amenities, and dining areas?
Is there a virtual tour available?
How mobile-friendly is your website?
The first impression of your community is often made online. You must invest time and energy into creating a website that is easy to navigate, mobile-friendly, and provides engaging content on a regular basis.
In order for prospective residents and adult-child decision-makers to find your website in search engine results pages (SERPs), search engine optimization (SEO) is crucial, but converting those leads into new residents relies on your own website (starting with your landing page).
Brand stories should be straightforward, user experiences effortless and essential information easily accessible from the outset. Be sure to use dynamic layouts and formatting as well. Mobile, tablet and desktop versions of your website should all look good.
Don’t make your customer feel that you are hiding vital information on pricing, living arrangements, or care. The home page should provide access to these details. If users have questions, make it easy for them to get in touch with you!
2. Track Every Marketing Initiative’s ROI
A senior living digital marketing initiative will have a different impact on each market. Print ads may work well for some, but others may conclude that hosting events on-site or virtually generates the most interest.
With the rise of virtual marketing, communities are also trying creative new options that “gamify” the marketing funnel, such as offering virtual points and real-life rewards for taking part in surveys, raffles, and other activities so that prospects will engage and get to know each other.
Experimenting with different senior living marketing tactics is good, but tracking your results is essential so you know which tactics are working and that you’re investing your money in those that are.
3. Know What People are Saying About your Community
Negative reviews can be difficult and damaging to your brand, but you should have one of your team members respond to any concerns posted online as soon as possible.
It is important to demonstrate to your community’s residents that the management is willing to make things right when something goes wrong.
Potential residents and their families value a great response to a bad review more than the bad review itself.
As a senior living community experiences direct impacts on loved ones, it has become increasingly important to show the brand as trustworthy. The impact of ORM on senior living cannot be overstated, regardless of how well every online brand practices it.
A successful ORM strategy is a part of digital marketing for senior living and will also help clarify product offerings, attract qualified leads, and, ultimately, increase conversions.
4. Improve your Website’s SEO to Remain Visible
In search engine optimization (SEO), your website is optimized to rank higher in internet searches. SEO credit can be earned by following best practices for website design (see #1 above), posting useful content, and leveraging paid search advertising.
For example, Google Adwords (formerly Google Adwords) is a customizable, efficient marketing tool used by millions of businesses.
You can expect your competitors to be using it for senior living advertising. Consider investing in this service to stay at the top of Google search results – and top of mind for those looking for a new home.
5. Provide Useful Opt-in Rewards
In order to reach new resident leads, landing pages are essential, but only if you offer them something truly valuable in return. Your last goal is to avoid someone regretting their decision to opt in due to a flood of marketing emails. Create opt-in rewards that are authentic, relevant, and interesting in order to combat list attrition.
Typically, opt-in rewards are in the form of information, such as a downloadable e-book, pamphlet, or video. It could be a guide on caring for elderly parents, even a funny Video, a 3-D tour of your retirement community, or a checklist on how to make the most of your retirement savings.
It is estimated that 75 percent of boomers do not feel they get tailored rewards from the websites they support, so make sure you do something to encourage them to stay with you.
6. Maintain Effective Email Marketing
Using email marketing as a marketing channel to reach customers with new information or cross-advertise across platforms remains one of the most cost-effective strategies available.
In order to ensure customers aren’t drowned in the spam or shared information, you must ensure they have opted in for marketing emails.
You should send an initial thank-you email that clearly outlines expectations – how often they will receive emails, the kind of information they will receive, and your promise not to sell their address.
When newsletters contain helpful information and aren’t laden with self-promotion, they can be great. Ultimately, what you are trying to accomplish is getting them to sign a contract and move in.
If they opted in, they’re interested in learning more about the community they’ll be a part of, and your newsletter should reflect that. Provide engaging content about local events, people in the community, or practical information, such as a free Medicare seminar. Make it enticing to increase its effectiveness!
ScrumDigital is a senior living marketing company that can help you get in touch with your target audience.
Having experience with senior living communities, they can create a senior living community’s marketing strategy that meets your needs and expectations and achieve the desired ROI. So you can focus on what matters and make smart decisions with your time and money.