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

August 12, 2013 By 3 Comments

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.

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Filed Under: Assisted Living, Home Care, Internet Marketing, Marketing, Nursing Home, Senior Living

What Stock Investing and Senior Living Marketing Have in Common

June 17, 2013 By Leave a Comment

Imagine having an investment portfolio and you couldn’t track it’s performance in any way, shape or form.

Would you continue with these investments?

I know I wouldn’t…

You might as well go to the casino and put it all on black. There you know you at least have a 50/50 chance of winning.

If you’re a savvy investor, there’s specific metrics you want to see. You will want to know your return on each investment, how much profit you’re making, etc…

Marketing is just like a stock portfolio and must be viewed as an investment.

Upcoming Webinar, Senior Living Marketing Money Pits to Avoid at Any Cost

I am the guest speaker on this very important webinar with RetirementHomes.com. I’m going to cover some cutting edge marketing strategies you won’t hear anywhere else.

I will address common mistaken beliefs about senior living marketing, important metrics to live by, and reveal new easy-to-use technology that assists senior living communities to measure their return on investment for various types of marketing.

TOPICS COVERED WILL BE:

  • 4 Senior Living Marketing Problems to Avoid at Any Cost.
  • 4 Commonly Used, But Incomplete Tracking Methods to Track Marketing Activities.
  • The Lifeblood of Smart Senior Living Marketing and 4 Important Metrics to Watch Daily.
  • Technology to Easily Track Your Marketing Return on Investment

The webinar will take place on Wednesday, June 19th, 2013, at 2 pm ET / 1 pm CT / 11 am PT.

To register, click the link below and fill out the form:

https://www3.gotomeeting.com/register/468119470

Filed Under: Marketing Tagged With:

A Concussion, My First Pair Of Glasses, And Senior Living Marketing

June 14, 2013 By Leave a Comment

When I was about 10 years old, I can remember sitting in the classroom squinting. I remember being in the very last row with squinting to see what my teacher was writing on the chalkboard.

I didn't necessarily understand what was going on, it just kind of happened, but things were starting to get out of focus.

One day my mother was watching me fly a kite. It wasn’t a very windy day, so I had to run to keep the kite up in the air. I kept looking back at the kite to watch it fly, and when I was looking back, I ran right into a tree giving myself a concussion. My mother said she was watching, and it looked like I bounced off the tree. She refused to admit her son was doing something moronic, and blamed it on my vision, and said I needed to go see an eye doctor.

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Filed Under: Marketing, Retirement Community, Senior Housing, Senior Living

How To Value Your Residents, Form Realistic Marketing Budgets, And Cut Expenses By Understanding The Lifeblood Of Smart Senior Living Marketing.

May 24, 2013 By 3 Comments

Stop Money Sucking, Mind Numbing, Wasteful Marketing Strategies

The definition of the word investment according to dictionary.com is as follows:

Investment – The investing of money or capital in order to gain profitable returns, as interest, income, or appreciation in value.

Imagine for a moment, that I were to approach you with an amazing investment opportunity. I’d tell you about how much money you’d make, and all you’d have to do is give me a couple thousand dollars.

But there’s one catch….

During the life of that investment, we would have no clue how it performs, no way to track it, and we would only know how much money was made after the investment was sold.

Would you invest in that?

Of course not.

Marketing Absolutely Must Be Viewed As An Investment!

If you were to invest $5,000 in a marketing campaign, and you get 2 new residents out of that campaign, then obviously those residents are going to be worth more than $2,500. On average, the value of those residents are worth anywhere from $60,000-$70,000. Talk about a great return on investment!

This is where the lifeblood of smart senior living marketing comes into play. At SeniorMarketing.com we focus exclusively on senior living and home care, and the fundamentals of everything we do is based on the lifeblood of smart marketing. We eat sleep and breathe it!

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Filed Under: Assisted Living, Internet Marketing, Marketing, Nursing Home, Pay Per Click, Retirement Community, Senior Housing, Senior Living, Skilled Nursing Tagged With: , , , ,

How to Capture Online Prospects in the Senior Living Buying Cycle

May 15, 2013 By 1 Comment

This is an article I wrote for Retirementhomes.com

Just like our eyes can capture only a sliver of the full spectrum of light, the keywords our prospects type into search engines are a sliver of a conversation inside their heads.

Understand this conversation and you’ll be able to beat out your competition the majority of the time. The rest of this article is to help you uncover this conversation.

What Do Keywords Have To Do With The Buying Cycle?

When your prospects begin searching for senior living, they may or may not be educated in the market. Very rarely are they going to make one search, call your community and become a member.

They will do many searches! And their searches are going to reflect their level of education into senior living.

Keywords tell a story within someone’s head at that very moment. And what a valuable moment it is for us when they’re searching for senior living.

I want you to stop for a minute and think about the conversation inside someone’s head when they make a search for senior living. Really imagine the emotions they’re going through when they are typing into the search engines.

Maybe their parent just had a fall and they need a rehab community, or maybe a person is so overwhelmed caring for their spouse that they can’t handle it anymore. They’re in pain, tired, fed up, looking to get their relationship back with their loved one, and not be the caregiver any more.

Here’s what your prospect’s search patterns may look like. An adult child in Middletown CT may start searching “different types of senior living communities.” Later, once they’re a little more educated, they may come back and search for “assisted living in Middletown CT”.

Then, they may come back and search “skilled nursing in Middletown ct,” and then even later, when they realize their parent with dementia needs a community with specialized care, “dementia care Middletown CT.” Once they have found a specific community, they may end the process with “The Community name” they want to schedule a tour with.

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Filed Under: Assisted Living, Internet Marketing, Marketing, Nursing Home, Pay Per Click, Retirement Community, Senior Housing, Senior Living, Skilled Nursing Tagged With: , ,
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