It’s a tale as old as time: two senior women breaking into a brawl over a coveted seat at Monday afternoon bingo. Luckily, in this story, neither woman was arrested and no one had to spend time in “the clink.” But, what if they had?
Whether it’s the result of a bingo-related brawl or something else entirely, unexpected drop-offs happen. When they do, it’s important to have a plan in place to make sure you’re filling that vacancy as quickly and efficiently as possible. We don’t have to tell you that the longer Mildred’s home stays empty, the more money your community loses. And that revenue is impossible to recover.
So, how can a senior living community quickly and efficiently fill homes?
There’s a New Kid on the Block: Digital Marketing
Before you begin to solve this problem, it’s important to fully understand the current market landscape and competitive environment. Demand for senior living communities is growing substantially. In fact, this home care market is expected to grow from $100 billion in 2016 to $225 billion in 2024—a 125% increase. Now more than ever, concerned adult children are looking for the best possible solution for their aging parents.
They want somewhere happy, vibrant, and aesthetically pleasing. There needs to be plenty of fun activities, homey decor, and medical care readily available. In order to find their ideal solution, these adult children are turning to the Internet for help—75% of senior living consumers research their options on search engines.
Let’s say Karen is searching for a senior living community for her mom, Gladys. Gladys and Karen have decided it would be best for her to live in a safe, supporting community so she doesn’t live alone full-time. Her independence is important to Gladys, so Karen wants to make sure her mom will have her own space, with support nearby should she need it. Karen turns to Google and searches, “senior living communities near me.” Do you know what pops up almost immediately? Referral sites.
We’ve all seen them. Referral sites work on a partnership system, so senior living communities will partner at a premium to ensure when an inquiry is submitted, a tour is scheduled at their community. These communities may not even be the best option for Karen and Gladys, but because of a financial partnership, they’ll show up quickly and efficiently.
How do you make sure Karen sees your community quickly and efficiently? How do you make sure Karen can easily book a tour in your community? A digital marketing strategy ensures your senior living community is present online when Karen, and other adult children, search for options.
How to Play Ball with the New Kid on the Block
Imagine that Karen goes to Google and searches for “senior living community near me.” At the top of that Google results page, your ad appears. It’s front and center for Karen to consider, and it allows her to see that your community has all the benefits she needs for Mom.
Because you’re so readily visible, you’re helping Karen solve her time-sensitive and highly emotional problem quickly. You’re doing her a service by letting her know that you have a home for her mom.
Searches for “senior living” are growing, so senior living communities have an interesting opportunity to reach those adults who are in need of their services. Additionally, 83% of these consumers didn’t have a provider in mind when they began researching their options. This creates a chance for your senior community to help educate consumers on what exactly they need to be searching for in a senior living community.
Drive Quality Inquiries and Tours with Netsertive’s Digital Marketing Strategy
Our team of digital marketing specialists is here to help you stand out online, and reach your most qualified potential residents in real time. Your digital marketing strategy is tailored to fit your community’s unique business needs. Using market research and analytics, we’ll build advertising campaigns designed to meet your target consumers—adult children and seniors—wherever they’re searching online.
We’ll handle the digital marketing so you can focus on what you do best: providing a community for aging seniors and peace of mind to their adult children.
Coleen Kinen-Ferguson
Coleen Kinen-Ferguson is the Inbound Marketing Manager at Netsertive. When she's not busy writing blogs, drafting content strategies, or collaborating with the marketing team, you'll probably find her at the gym practicing aerial acrobatics.
