We live in a hyper-digital age, and as a result, many seniors use and are comfortable with technology. Approaching your potential demographic shouldn’t be limited to traditional lead methods of print media and word of mouth alone. To reach a wider demographic, you should diversify your approach.
There are 2 key demographics to target in senior living communities: adult child influencers (ACIs) and residents. ACIs refer to younger relatives of the seniors who are retiring, and residents are those who will be living in your community. Ultimately, both demographics look for a community that provides quality care in a comfortable environment that will enrich the lives of residents.
There are a variety of ways in which you can generate leads for a senior living community, which include but are not limited to:
- Digital and print media
- Establishing referrals partnerships
- Providing virtual tours
Digital & Print Media
Marketing through digital and print media matters. Despite the misconception, seniors and their families are more tech-savvy than many people give them credit for. Do not undermine the importance of keeping your social media accounts active and up-to-date with content, as this can help you reach a broader demographic on a national level. When using digital media, use effective keywords to help your content perform well on search engines.
It is critical to create engaging and informative content, through a variety of different mediums, such as:
- Websites
- Newsletters/blog posts
- Social media
- Brochures
It is important to create functional and easy-to-use websites and social media accounts that both ACIs and residents can navigate. The content you include across all media formats should be educational, informative, and consistent to increase the legitimacy of your establishment. Solidifying the reputation of your business will help you generate more leads. Keeping your digital media content active and up-to-date on all platforms (websites, newsletters, blogs, and social media) can also help establish a solid referral network for your senior living community.
Establishing Referral Partnerships
While it is important to establish an active digital footprint, you must also recognize the value of word-of-mouth referrals. Individuals are more likely to experience an opportunity or purchase a product when they are recommended by a family member or their doctor. This same testament translates to senior living communities.
When healthcare professionals or other trusted sources refer families to your community, you gain credibility because of the reputation of your referral. Building strong relationships with professionals will help families feel at ease about potential decisions concerning senior living arrangements.
Referrals can come in a variety of forms:
- Healthcare referrals: This is a broad scope that can include primary care physicians, specialists, homecare nurses, occupational therapists, etc.
- Trusted professionals: This includes professionals who are not in healthcare but who have a solid understanding of the needs and wants of senior demographics. For example, attorneys who work in elder law, financial advisors, insurance brokers, social workers, etc.
- Family and friends
When building your referral network it’s critical to recognize that this relationship will be a 2-way street. Meaning that, to get referrals, you will need to give referrals to professionals when requested by residents or ACIs. To keep the integrity and reputation of your community, do not compromise the quality of your care solely because of the referral network you can fall back upon. This can reflect poorly on your senior living community as well as the referral network you have established.
Brochures tie into referral outreach efforts nicely, as they allow interested individuals to get a glimpse of what your senior living community will have to offer. Be sure to highlight the positives—the services, amenities, and the community environment of your senior living residence—in these brochures, as professional connections will be able to use your brochure as an informative visual aid with potential residents and ACIs.
Providing Virtual Tours
Residents and ACIs have many options when it comes to finding the senior living community that is best for their needs. Virtual community tours are becoming more common as a tool to get ahead of the curve. This allows families to explore the amenities and services that are offered in your community before taking the extra step of viewing the establishment in person.
Both residents and ACIs value a residence that harbors a sense of community, as staying social becomes even more important as people grow older. Virtual tours also allow for a wider range of individuals to be able to explore your establishment as an option as opposed to being limited to the communities that are close by.
If you choose to provide a virtual tour, be sure to highlight the services, amenities, and atmosphere that come with your community. For example, our approach at Distinctive Living focuses on curating an environment outside of the realm of traditional care, creating a place where residents are excited to live.
Distinctive Living Support
Generating leads for your senior living community may initially seem like a daunting task, given the numerous areas to cover. However, the good news is that there are powerful ways to reach your target demographic, including digital and print media, referral partnerships, virtual tours, and more.
At Distinctive Living, we are committed to simplifying this process for you. Let us be the driving force behind the development, management, and operations of your community. Get in touch with us to discover how we can assist you in achieving success.
