Build trust. Celebrate lifestyle. Highlight location, location, location (location, again for those in the back).
The sharp rise in directory-based platforms, like Caring.com and A Place For Mom, has created an interesting challenge for senior communities trying to improve their online presence.
While these directories create a marketplace for potential residents to compare and shop various options easily, senior communities are charged a commission for lead generation from these outside sites. That’s why most senior living communities are better served to create their own online lead generation tool.
Lead conversion can then be handled internally and failure to convert leads into residents doesn’t put a dent in your budget. Developing internal lead generation and reducing commission costs for tours is where M&P thrives in this industry.
Our work with senior living organizations spans across the entire US. We’ve helped assisted living organizations with one community to brands with 100+ communities.
The common thread between all the senior living campaigns is the target audiences. Those seeking out new communities fall into two demos: potential residents and adult children of potential residents.
Our experience with senior living marketing campaigns has allowed us to develop a system that can speak to both demographics at once.
Marketing your senior living community always takes two angles: potential residents and the adult children of potential residents.
Each audience has different challenges and desires when seeking out a senior living community.
Older residents will resonate with lifestyle and amenities provided by the community. While adult children tend to highlight care and cost as a deciding factor.
Ensure that your digital presence allows both audiences to easily find the information they need and engrain your brand messaging throughout the site.
You might not need an agency to perform community marketing for certain channels like social media and mailers. These channels are best managed by someone in-house who has an intimate knowledge of your events and brand voice.
However, there is a benefit to having an agency manage your search marketing. This is a massive channel with a lot of potential for driving demand for your senior living community. With all the data to sift through, it’s helpful to have fresh eyes on these campaigns to ensure maximum business benefit.
Home care services have a set difficult challenge when it comes to marketing. Rather than highlighting amenities and care, which is usually the focus of assisted living communities, home care agencies find the best results when highlighting personalization and comfort of the home.
The most important aspect of brand messaging for a home care agency is to build trust for patients and their adult children. In the end, they are choosing to allow your staff into their home. Emphasizing your screening process and quality of your staff can yield a much higher conversion rate.
Running ads across any digital platform for senior living communities come with a level of restriction.
For Google and Facebook ads, senior living communities must register in a special category as “Housing Ads” because of their offering of living units.
Because of that classification of ads, typical geo-targeting, age targeting, and household income targeting are restricted for senior living organizations.
If you want some tips and tricks on working within those restrictions, you’re going to have to have a chat with us!
Targeting for senior living communities typically falls into two categories: potential residents and adult children of those residents.
Each audience takes a specific path when searching various communities for the right fit.
In our campaigns, targeting local news websites have yielded positive results for older residents. While, general search ads have performed very well for adult children seeking senior living communities for their parents.
2023 Client Organic Impressions
2023 Client Organic Web Leads
2023 Client Paid Search Leads
Avg. Client Cost Per Lead
Avg. Web Lead To Resident Rate
With the addition of assisted living directories coming into the fold, an extra emphasis needs to be put on SEO for assisted living websites.
Creating an internal lead generation tool from free traffic produced by good SEO improvements will help keep the marketing budget under control, as well as produce high-quality users to the site.
We’ve found that many searches for assisted living communities come with a location attached to the search. Such as, “assisted living portland or.”
Establishing search domination in location searches is key to creating a thriving marketing strategy.
Very general search queries like “assisted living near me” or “best assisted living facilities” are beginning to be dominated by directories. A site, due to the links, is difficult to outrank with SEO.
However, utilizing a tool like PPC allows assisted living communities to appear above the various directories, and target (with great accuracy) locations that draw more qualified leads.
Utilizing a portion of the marketing budget with PPC campaigns is necessary to complete search engine coverage for the brand name, location-based searches, and general service searches.
Establishing a well-rounded control over search engine traffic should always include question-based searches. The most common type of search within Google.
Developing content to answer potential questions of adult-age children could be the deciding factor when finally selecting an assisted living community for their parents.
Questions like “What are the early signs of dementia?” are searched frequently, and could establish a business as an expert working with patients of dementia.
We’re not claiming to be experts in this industry. You’re the expert. We’re the experts at the algorithm.
With our unique onboarding process, our team spends hours listening to your vision and then crafts a one-of-a-kind campaign based on our conversation.
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