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4 Ways Senior Living Communities Can Speak In Their Consumer’s Own Language.



We recently ran a survey here at SeniorMarketing.com about the words we use to describe senior living. Our survey results prove, prospect’s feel disconnected by the typical language used by a community. It’s usually a much different language than they normally speak.

So if the typical language is offending and disconnecting seniors, how can we learn to use the language our consumers are using to connect with them emotionally?

Traditionally, this required focus groups and surveys, but today much of your research can be done online. Following are 4 simple ways you can use today to discover the language your prospects use.

1) Study your successful competitor’s marketing messages and see how they’re communicating to prospects. View their websites, have a family member sign up for their mailing lists and start receiving their communications.

Are they using more simplistic messaging? Do they speak in a more personal and humanizing tone? If so, they’ve probably spent a good deal of time and effort learning how to properly communicate with their prospects.

Type phrases your prospects would use into the search engines over a period of weeks and a couple months. Notice the ads you see on the search engines, and more importantly the ads you continue to see over a period of time. If an advertiser is running an ad for an extended period of time, this is a telltale sign it’s working for them. Learn from it and piggy back off their success.

2) Listen back to your recorded phone calls. You should be recording your phone calls to, track your marketing sources, and for sales training purposes. When listening to the calls, study the language your prospects are using. Find out what their confusions and concerns are and then address this in all your communications.

3) Go to senior living review sites. These are becoming more prevalent and reviews are growing by the day. Look at the reviews and notice the language consumers are using. Study the positive and negative reviews. You’ll learn what they liked, and what they disliked about the community they were at. You can take a review, rework the benefits into your own communications, and you now have this message in your consumers language.

4) Head over to Amazon.com and read the reviews of books helping people make a decision about senior living. This review helped a person make a decision to not only spend money on a book, but also devote several hour to educating themselves on this topic. That’s huge!

Study the language people are leaving in these reviews. What are their concerns? Communicate back to your prospects your objections to their concerns in their own language and you’re going to see your responses increase all across the board.

About the Author

Kevin Williams About Kevin Williams

Kevin Williams is the president of SeniorMarketing.com. At SeniorMarketing.com we have developed a system to help senior living communities and senior care services connect with seniors and caregivers who truly need their services and increase the company’s bottom-line profits with a lot more ease. We do this through utilizing Gorilla marketing tactics and technology to measure return on investment. To schedule a free 30-minute Marketing Tune-up, please call 1-888-523-3311

Comments

  1. Excellent tips! #3 is spot on – not only are senior living review sites an excellent way to get feedback on your community (and a chance to help convert tours into moves), but they are a great opportunity to get in the head of your customers and learn the language. If you haven't yet, claim your community on http://www.SeniorAdvisor.com and start listening!

  2. As house physician at an assisted living facility in Mexico, I have learned to use the appropriate humane sort of language to write regular medical updates to the resident's family. Sometimes, I have had the opportunity to write to relatives of prospective clients. I have done all that intuitively, but it has worked!

    I am certain that if I or the sales staff addressed the issue of language in a more conscious, systematic way, the results would be consistently better.

    Thank you for these great tips. I'll share this article with our staff, and visit SeniorMarketing.com and SeniorAdvisor.com regularly.

    • Great to hear Fernando! Especially being a physician. Usually most doctors confuse patients with their language like many lawyers. That’s great to hear you’re embracing this concept.  Be well

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