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The baby boomer generation is getting older, and the demand for senior living should be through the roof. But here’s the thing—they’re not responding to your assisted living marketing efforts or worse, they’ve never even heard of your community.
It’s a puzzle that’s got many senior living communities scratching their heads—you’ve got the amenities, the care, the vibrant community life—but if the folks who need you most don’t know you exist, what’s missing?
That’s exactly what we’re diving into for this article on assisted living marketing. It’s time to decode the disconnect, revamp your senior living marketing strategy, and start turning those empty rooms into new homes.
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Website optimization for assisted living websites: playing nice with Google
First, let’s talk about your assisted living website’s design.
It’s gotta be slick, but not just for looks—it needs to be functional and ADA-compliant, so that every web visitor, regardless of their ability, can safely browse your website. Think of big text, screen reader-friendly content, and accessible navigation.
And what about when visitors land on your website? You want them to complete a certain action, right?
This is where your calls to action (CTAs) come into play. These are your buttons that instruct the user to “Schedule a Tour” or “Find a Home Now.”
Without these CTAs, your readers simply won’t think to reach out to you and fill out your contact forms, they’ll just read your website and leave.
Mobile responsiveness is another non-negotiable website feature. Imagine a person searching your website on their iPhone and they see a jumbled mess—they won’t stick around your website for very long.
Website page speed matters too. If your site loads slower than a few seconds, visitors will drop off before they can see what your community can offer.
Lastly, your content, i.e. your blogs and videos on your website, are a chance to really connect. You’re not just listing services and amenities, you’re also solving your reader’s problems. Show them through stories, testimonials, and articles that speak to their concerns.
Let’s break your assisted living website optimization down into a quick checklist:
- ADA compliance: Ensure text size, color contrast, and navigation work for everyone.
- Clear CTAs: Use standout buttons with direct language like “View Our Amenities” or “Get in Touch.”
- Mobile-friendly: Test your site on various devices to guarantee a smooth experience.
- Fast load times: Optimize images and streamline code to keep those pages zippy.
- Engaging content: Craft stories and resources that resonate with potential residents and their families.
Social media is where you get to show off the human side of your assisted living community, with slice-of-life content that people can’t help but hit ‘share’ on.
You want to drop posts that give a real peek into what it’s like living in your community—perhaps it’s a Halloween party or a birthday party. The goal of posting this content? Convincing your readers that your community is a fun place that will give their loved ones real enrichment and satisfaction.
When it comes to social media engagement, respond to new comments with something friendly and genuine. It’s about making these digital interactions feel as cozy and real as if they were happening face-to-face.
Plus, don’t just sit there waiting for comments on your posts—go out and comment and engage with other page’s posts that are relevant to your audience.
And let’s talk about targeted ads, such as Instagram Ads and Facebook Ads. These pay-per-click (PPC) ads let you laser focus on demographics and populations that need senior living solutions.
Additionally, if you have a very popular Facebook or Instagram post, you can “boost” it to reach thousands of more people through impressions, drawing only the most interested back to your website to become leads.
Quick rundown for the assisted living social media playbook:
- Keep it real: Craft posts that show the genuine, relatable side of your community.
- Talk it up: Engage with followers as if you’re all at a backyard BBQ. Keep it friendly, keep it real.
- Aim those ads: Use the magic of targeting to get your message to the right screens, not just any screens.
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Email marketing mastery: personalized communication in assisted living
When a daughter is on the hunt for the perfect spot for her dad or a son wants top-tier care for his mom, your email newsletter needs to land in their inbox like a letter from a close friend, not some billboard.
So, how do you make that magic happen? Personalization.
We’re talking about using first names in the subject line, content that relates to their recent interactions on your website, and maybe even a shoutout to their dad’s veteran status that’s popped up in previous conversations.
Here’s the thing, your email list isn’t a one-size-fits-all. You need to segment that thing.
Do you have a bunch of leads interested in memory care? They should get their own batch of emails that talk directly to those dealing with dementia or Alzheimer’s.
Are young-at-heart seniors looking for an independent living community? Send them tales of your weekly dance-offs and art classes.
Email automation will be necessary, even if you may be turned off by its “robotic” nature.
Don’t worry, email automation can be set up using triggers based on actions, such as downloading your “Senior Living Brochure” or taking a virtual tour, to automatically send follow-up emails.
Services such as Drip, which creates email drip campaigns can keep the conversation going without you having to lift a finger every time.
Here’s your assisted living email marketing toolkit:
- Heartfelt personalization: Use their name, reference their needs, and make them feel seen.
- Smart segmentation: Create different lists for different needs. No one-size-fits-all emails.
- Automation magic: Keep the convo flowing with automated follow-ups when they show interest.
Think of video marketing as your community’s personal highlight reel.
It’s not just about showing off the polished furniture and the high ceilings—it’s about zooming in on the spark of joy when residents win at bingo night, the warm hugs from staff, and the laughter in the dining hall.
These little moments recorded on an iPhone and uploaded to your website and the Facebook page give new prospects a sense of the daily rhythm and spirit of your community.
Put it this way, these short little videos can be much more persuasive than a 2,000-word blog post on your website—because they show real people in a real space—your community.
Now, on to virtual tours. They’re the next best thing to being there in person, like a ‘try-before-you-buy’ for prospective residents and their families.
It’s an opportunity to lead them through the corridors and communal spaces at their pace, from wherever they are, be it a coffee shop or their kitchen table. Videos and virtual tours provide a sense of space and atmosphere, a preview of where they or their loved ones might be calling home.
The bottom line on assisted living videos and virtual tours:
- Capture the everyday magic: Use videos to highlight the vibrant life and the people that color your community.
- Virtual doorways: Offer virtual tours to provide a transparent, comprehensive look at your facilities and services.
With these tools, you’re bridging the gap between curiosity and commitment, showing potential residents not just where they could live, but how they could live.
Think of a CRM (customer relationship management system) as the Swiss Army knife of your marketing toolkit.
For the senior living sector, where relationships are king, a CRM isn’t just nice to have—it’s critical. It’s about having the right info at your fingertips to turn a lead into a resident.
CRMs track everything from initial inquiries through to move-in day and beyond.
Imagine knowing, at a click, who prefers phone calls over emails, who’s a hot lead because they’ve asked about pet-friendly options twice this week, and who just celebrated a birthday (hint: time for a personalized greeting card).
Keep your eyes peeled for:
- Detailed lead profiles: CRMs should let you capture the detailed preferences and needs of potential residents.
- Marketing automation: Look for CRMs that automate follow-ups and reminders, so no lead slips through the cracks.
- Integration capabilities: The best CRMs play nice with your other systems, from email marketing to tour scheduling.
A robust CRM does the heavy lifting, leaving you free to focus on the personal touch that’s so vital in our industry.
It’s less about cold data and more about warm interactions, ensuring every potential resident feels heard and valued from the get-go.
When scouting for CRMs to use, consider these key features:
- Lead scoring and segmentation: Quickly identify the most engaged prospects and tailor your outreach to match their specific needs and interests.
- Marketing automation: Automate essential communications and follow-ups, ensuring consistent contact without added manual effort.
- Integration with other tools: Connects with essential platforms to create a unified marketing and sales approach.
- Analytics and reporting: Gain insights into campaign successes and areas for improvement to make data-driven decisions.
- Mobile accessibility: Access critical information anywhere, which is essential for on-the-go communication with prospects and their families.
- Compliance management: Ensures that all marketing efforts are in line with regulatory requirements, crucial for maintaining trust and integrity in senior care.
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Brand reputation: Keep tabs on your online reviews and ratings
Let’s face it: Online reviews can make or break your senior living community’s reputation.
Sure, your community may have nine 5-star ratings, but that one 1-star rating is enough to scare most people away.
In the digital age, a string of bad Yelp reviews or a neglected Google My Business profile isn’t just a small hiccup—it’s a red flag for potential residents and their families.
Here’s the lowdown on keeping your online rep as pristine as your landscaped grounds:
- Stay alert: Regularly monitor review sites like Yelp, Google, and industry-specific platforms. Know what’s being said about your community at all times.
- Engage wisely: Respond to reviews, both good and bad, with a cool head and a professional tone. Thank folks for praise, address concerns sincerely, and offer solutions, not excuses.
- Encourage feedback: Ask happy residents and their families to share their experiences. Positive reviews don’t just happen—they’re cultivated.
Remember, a solid online presence backed by genuine, positive reviews is like having a 24/7 digital welcome mat out for potential new residents. Keep it clean, keep it friendly, and keep it real.
All right, let’s talk about senior living SEO—because if you’re not showing up in the search results, you’re missing out big time.
For senior living communities, SEO isn’t just about sprinkling the right keywords into your website and calling it a day. It’s about getting savvy with local SEO to make sure people in your area find you first.
To start, you’ll need to find out the exact search terms locals are typing into a Google search.
If you’re in Detroit, make sure the keywords “senior living Detroit” are front and center, not tucked away in some corner of your website.
Next, let’s discuss content, which is primarily your website’s articles or “blogs.” Articles should use the exact keywords your audience is searching for, such as “How to Move Into Assisted Living” or “How to Choose the Right Assisted Living Home for Your Mother.”
Also, don’t forget behind-the-scenes players for SEO—things such as alt tags for images, meta descriptions, and structured data.
Without these technical SEOs, Google would never be able to list your website in their search results.
Keep these points in your senior living SEO playbook:
- Get local with SEO: Use geographic terms that resonate with your local audience.
- Content marketing is king: Create valuable content where keywords flow as naturally as a friendly chat.
- Technical SEO tactics: Implement alt tags, meta descriptions, and structured data to help search engines understand and rank your content better.
Looking to pack your place with happy residents? We get it.
Kaleidico is your go-to senior living marketing crew for making it happen. With a full-service marketing team and lead generation smarts, we understand bumping up those occupancy rates and stacking your waitlist.
Simple as that. Ready for a chat to spark some magic?