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How to Nurture New Residents from a Website that Runs Itself



This is an article I wrote for Retirementhomes.com. Full article here http://www.retirementhomes.com/library/how-to-nurture-new-residents-from-a-website-that-runs-itself/

Have you ever had to tell someone they have something stuck between their teeth? It’s embarrassing right?

I have that similar feeling in the pit of my stomach. I’m about to tell you the equivalent of having a poppy seed between your teeth in a crowded restaurant. What I’m about to say is a little controversial, and may offend you. But I truly care about your success. So, I’m going to come right out and say it.

A fancy website from a marketing company is nothing more than a digital brochure. I know you might be mad and upset. You’ve paid good money for your website.

The company that sold it to you said it would grow your business. You need it to “brand” your community. You believed it, feeling the site would generate new leads and business.

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What Chinese Water Torture and Email Marketing For Senior Living Have in Common.



And Why A Monthly Newsletter Is Not Email Marketing!

Imagine you’re a captive in a Chinese prison during the 1800’s. You have valuable information – the government wants it.

The prison guard throws you into a chair. There’s a large bucket apparatus overhead. You see gloom in his eyes as he straps your arms and legs so you can’t move. Here comes the blindfold. You mind is racing of the terrors that lay ahead.

You’re heart is pounding – you’re not sure what’s going to happen. He steps back for a minute, then yells to his assistant to turn on the apparatus.

A few seconds go by…

You begin to feel a cold drop of water on your head. You’re not sure what to think. It’s not bad at first.

A few minutes go by and drip…drip…drip…

Eventually an hour….two…three…pass!

Drip…drip…drip…

Now soaked from head to toe, you’re freezing. The cold water is slamming on your head like a sledge hammer. Nothing else exists at this point. You desperately want it to stop.

You yell for them to stop – you beg them to stop – you scream!

Eventually, you give in and are defeated. You never thought a little drop of water could have so much power.

A Properly Executed Senior Living Email Marketing Campaign Should Work Like Chinese Water Torture.

I’m going to be blunt here….

Leads and prospects in the senior living industry are costly. The actual cost of generating them is costly, the cost of qualifying them is expensive, the time to sit with them and give a tour is costly, and follow up is costly.

In today’s environment, it take more exposures to convert a prospect into a resident. One of the biggest problems we see today is a serious lack of follow up on senior living prospects.

If all your doing to follow up with prospects is calling once in a while and sending them a monthly newsletter than you’re missing the boat. When a prospect or caregiver gets a monthly newsletter, it’s usually salesy, it’s corporate feeling, and worst of all it’s impersonal. Worse, the majority of email newsletters never even get opened.

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