Never underestimate the power testimonials can have in generating leads for your senior living community. From resident testimonials to employee reviews, there are success stories everywhere. You can use these stories to connect with prospective residents, build trust with their family members, and increase conversions.
Studies show that 95% of consumers read reviews before making a purchase, and 79% watch a video to learn more about a company. Ultimately, the right resident testimonial strategy can boost conversion by as much as 270%.
This article examines the value of resident testimonials and provides tips for incorporating these tools into your overall marketing strategies.
There are several ways to obtain testimonials from your residents and their family members, including written testimonials, contributions to online review boards, and video reviews. While all these tools add value to your lead-generation strategy, testimonial videos are particularly effective.
Videos give you the opportunity to quickly connect with potential residents and begin the engagement process. Here are some tips for making resident testimonials part of your lead generation strategy.
One of the most effective ways to extract video testimonials is by allowing residents to share their experiences living in the community. There are several ways to conduct these interviews.
First, you can give residents free rein to discuss their experiences living in your Independent Living community. This interview style may require extensive editing to condense videos to usable clips for marketing campaigns, but it also lets you collect genuine and engaging content.
Second, you can ask residents specific questions about your community. For example, you can ask residents to explain their favorite amenities, the community’s dining experience, or special events and activities they like.
Be sure to break these interviews into clips that are a few minutes long. Viewers tend to lose interest when watching longer content. You can feature these clips across social media and other online platforms.
These authentic testimonials can help build trust with prospects and educate family members about your services.
Moving to a Senior Living community can be a confusing and emotional process for older adults and their loved ones. Many families have questions about the moving process and what it’s like living in a Senior Living community. You can help alleviate some of the anxiety involved by using video testimonials.
For instance, resident testimonials can answer many of the most commonly asked questions about senior living, such as how the move-in process works, what dining options are available, and the types of services included. You can end these videos with a short call to action encouraging viewers to schedule a tour of your community.
The best way to maximize your investment in video testimonials is to share the content across platforms, including your website and social media profiles, as well as through email campaigns. The more exposure you give these short-form videos, the more likely you are to reach your target audience.
You can also use these videos to start the engagement process with prospects. For instance, encourage viewers to respond to social media posts or to share your content. This multi-channel approach increases views and helps boost conversion rates.
There are many things to consider when creating resident testimonials. For instance, what happens to video content when a resident no longer lives in your community? Developing policies pertaining to video content gives your team guidance when determining how to continue using this content.
For example, if the senior left your community on bad terms, you may want to take steps to remove this content from your online platforms or, at the very least, stop using it. However, if the senior left the community on good terms, you might continue using their content with no issues. Even if the resident has passed away, using this content can still be appropriate unless the family objects.
Before capturing any video content, obtaining written consent from each resident you film is essential. Often, this consent is a standard part of admissions paperwork. This step is crucial and ensures you won’t face any legal issues in the future. Be sure to stipulate in this consent form the ability to continue using any content captured even after the resident no longer lives in your community.
Creating video content to share across platforms involves more than pulling out a camera and recording. These videos must be edited to provide interesting and meaningful content for the viewer.
Working with a professional marketing agency can provide the best results. These experts have the skills, tools, and technology to create seamless video content that attracts attention, generates leads, and encourages conversions.
At FIVE19, we ensure our clients capture consistent, authentic, and meaningful content and have the tools to share it across platforms. Learn more about how services from FIVE19 can help you take your stories to the next level and generate the conversions you need.