Today we bring you numbers 40-21 from our New 100 Best Senior Living Marketing Tips.
Enjoy! And let us know what you think.
40. Strive for consistency in marketing materials online and offline. Everything you do is a reflection of your community and your brand. The look, feel and message of all your marketing should be similar. Even the look and attitude of your staff and the presentations you give should have a similar feel. It may get stale to you (because you’re looking at it all the time), but to a prospect, changing logos, colors, typefaces and tones is confusing and decreases the brand’s impact overall.
39. Always market as a community. As the marketing staff, remind everyone that you’re always marketing. Something as simple as the freshness of the cookies served to the women’s group you’re hosting at the community may lead to a positive or negative comment to your next best prospect. Your reputation is built through the collective experience of everyone who comes in contact with your community.
38. Offer training for various positions that may come in direct contact with prospective residents. Educate your entire staff on your core benefits through orientation, staff meetings, marketing updates and new service announcements.
37. Have a crisis communications plan. Dealing with the practical issues of a crisis are difficult enough without having to also determine how, when and if to communicate with important audiences such as residents, families, associates and the media. And be sure the plan addresses the use of social media in communicating with these audiences. Having a plan can reduce negative issues and possibly create a positive result out of a crisis.
36. Coordinate marketing and resident lifestyle activities. When planning events, don’t forget to look at what events are already happening at your community for residents. Perhaps open up an event to the public or schedule a repeat event/speaker for another day that’s open to the public.
35. Don’t overthink it. Sometimes the best solutions are the tried-and-true methods, such as informational luncheons or direct mail.
34. Claim and optimize local business pages. Local business pages are much more prominent on organic search result pages as search has become more local. Having a well-optimized page helps your rankings and also provides a platform for consumer reviews – another Web element that is growing in importance as it relates to search and consumer behavior.
33. Know where your leads are coming from and allocate budget resources accordingly. Keep the best and then put some budget toward trying new things, still keeping careful track of response metrics, so you know what to repeat and what to change to keep the leads coming in.
32. Create a tour preparedness checklist. Start the day with a 15-minute “show ready” check. Scuffed or chipped paint makes an impression, and not a good one.
31. Be prepared for tours. Establish a tour committee, including marketing, administrative and operations. Tour at least once a month as a committee, so everyone is seeing the community through the same eyes.
30. Walk the walk. Nothing kills a bad product like good marketing. Make sure your operations meet the expectation set in your marketing materials. Do everything you can to excel, and then make sure that you promote all the positive activity at your community.
29. Know the stories of your residents and share them. Keep your eyes and ears open. Telling resident (and staff) stories is a great way to connect with your prospects, create content for social media channels and garner positive media coverage for your community. Stories are real and powerful.
28. Respond to all online leads in a timely fashion. Set a goal to respond within a few hours. And have a back-up procedure for email/online inquires, as you would for phone calls. A missed Web opportunity is a missed sales opportunity.
27. Aggressively capture email addresses. Email is a preferred way to communicate with leads (email blasts, e-newsletters, event reminders, etc.), especially when you’re engaging with adult children. Ask everyone for their email address … and keep asking.
26. Keep your website fresh. Update photo galleries, testimonials, calendar of events, etc., so people see there is life at the community. This also tells search engines you’re relevant and improves search results.
25. Capture information on the first call. Train everyone who answers the phone to always ask for the basic contact information and the reason for the call. Don’t risk losing a lead. Use call sheets, have event overflow dates identified and never say, “We’re already full.”
24. Never underestimate the power of a resident’s perspective. When giving a tour, get your residents involved. Invite them to lunch with your lead, or stop on tours to meet them and let them show off their home. Host events where residents answer the questions.
23. Answer the phone. A missed phone call is a missed sales opportunity.
22. Create content every week – lots of it. Photos, videos, articles, you name it. Then strategically share this content in multiple marketing channels – website, community blog, media outlets, Facebook, newsletters and internal communication.
21. Be open to new ideas. Sometimes new tactics can stir up the marketplace in a positive way. Don’t be afraid to think outside the box and create some buzz!