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Lead generation is a crucial component of long-term success for senior living communities. This process can be complex and time-consuming, especially in today’s competitive market. However, using the right tactics can reduce these stressors and improve the overall quality of each lead captured.
So, if you’re tired of relying on the “trial and error” method, we’re here to help. Below is a list of several of the most effective lead generation strategies for senior living communities.
Direct mail marketing has been used by senior living communities for decades, and it's still considered to be an effective marketing tool. This tried-and-true tactic gives you the ability to put vital information about your community directly in the hands of your target audience.
Another benefit of direct mail is that it’s cost-effective. For a relatively small investment, you can purchase a list of age- and income-qualified prospects and send them event mailers, letters, postcards and other incentive information.
One of the most common ways to use direct mail is for advertising events highlighting different areas within your community. For example, you can send event mailers inviting prospects and their family members to open houses hosted at your community. These events give seniors and their loved ones an opportunity to see what your community has to offer.
While these conversion events are a very effective marketing tool, don’t overlook the opportunity to use direct mail tactics to generate engagement with prospects who need higher levels of care. You can gear these mailers toward both seniors and their family members who are providing support. For example, informative pamphlets that highlight your community’s ability to provide care can be an effective way to generate leads and attract seniors and their loved ones to learn more.
Hosting conversion events at your community allows your team to continue engaging with prospects as they move through the sales funnel. Direct mailers can maximize the success of these events.
Any effective senior living lead generation strategy should include paid search engine marketing. Studies show that 88% of American seniors use the internet yet older adults aren’t the only ones using the internet — their loved ones are too. These factors make paid search engine marketing a great way to target and engage with seniors and their family members who are actively looking for more information.
A main benefit of paid search engine marketing is the ability to reach a very specific audience. To make the most of this strategy, be sure to work directly with your digital marketing partner to create a custom campaign that specifically targets individuals who are ready to learn more about their senior living options.
As older adults start researching their senior living options, two main concerns may be on their minds — cost and accommodations. You can use your paid search engine marketing strategy to provide interested seniors with this information. Consider using tools such as a Financial Calculator or Floor Plan Fit Calculator to address these concerns and work toward converting prospects into residents.
When working to generate leads for your senior living community, don’t overlook the power of traditional media. Research shows that 85% of adults over age 65 watch the news on television, and more than 50% access news via the radio and through print publications. Using traditional media marketing methods, such as television, radio, newspaper, and magazine advertisements, gives you the opportunity to reach a large audience in a short period of time.
When done right, you can use traditional media marketing to reach older adults who are already considering senior living as well as those who haven’t yet started on this journey. Advertisements highlighting the benefits of living at your senior living community can pique the viewer or listener’s attention and motivate them to learn more.
The trick when using traditional media is to ensure you're advertising in the right spaces to reach your target audience. For example, you want to make sure you’re advertising in the right magazines or newspapers and on the right television channels or radio stations at the ideal times. An effective traditional media marketing campaign has the power to enhance your brand recognition, boost conversions, and drive better results.
When advertising with traditional media, it’s crucial that you make a powerful impression as quickly as possible. For example, you may only have a 20-second TV ad or a small box in the newspaper to grab the prospect’s attention and entice them to take action.
Working with an agency that specializes in marketing for senior living communities (and has a track record of developing creative campaigns) can maximize your limited advertising time frame or space. This level of personalization and creativity can make your advertisements memorable, so they really stand out from the competition.
FIVE19’s years of experience can help your senior living community build brand awareness and boost lead generation.
Contact us today to learn how we can help your community reach its occupancy goals.