The senior living industry has had its share of challenges over the years, but now that 2022 is at its halfway point, it’s time to do a check in on our biggest sales obstacles – and what we need to do moving forward.
As your company determines its sales plan for the remainder of the year, we’ve identified some areas where senior living businesses can improve their sales and marketing efforts. Read on for more tips.
Outdated Sales and Marketing Strategies
By 2060, the U.S. is projected to have a “whopping 95 million people” who are 65+ years of age. This is almost double the number of seniors living in the United States today.
As technology becomes more advanced, the same sales tactics used to attract the new older generations will need to be constantly evaluated and updated. Even now, communities might be missing leads because of older data management and lack of clear lead management strategies.
John O’Connor of McKnights Senior Living shares common marketing mistakes based on the book, “The Practical Drucker,” by William A. Cohen: “Previous successes helped get you where you are. But don’t count on them to take you to new heights.”
Ask yourself – what strategies are you using today that are outdated?
Today’s seniors use their digital devices for everything—and in some parts of the world, seniors are more addicted to their phones than younger generations. Seniors are on the internet, and we must meet them there.
Actionable forward-thinking ideas:
- Add a Calendly link to your website for seniors and their families to schedule a tour online.
- Don’t use the old school answering machine- Make sure your community is ready to manage all the phone leads coming in from Google Ads, Caring.com, and A Place for Mom.
- Consider using a contact center like Serviam so none of your leads are dropped.
- Get creative with your social media strategy. Find leads and follow them on social media. Create Instagram reels where they can go on a tour or see the culture at your community.
Staffing Shortages
According to NIC, under-utilized inventory among some communities is due to “the staffing shortages limiting admissions and occupancy recovery.” The pandemic is to blame for much of it, but there could be additional factors to consider. Applicant management can fall to the wayside when there’s already a lack of workers to assess current needs, post available positions, and follow up with top choices.
Executive VP, Investments of Sabra Health Care REIT, Darrin Smith says, “Partner with the right operators that understand labor issues.”
Smith, along with other panelists at the NIC Spring Conference, do feel optimism for the future of senior living and its potential for growth. They say the industry is “needs-based” and with the influx of baby boomers looking for elder care, the need will increase.
A 2019 report from NIC notes, “Americans aged 75 and older will accelerate over the next 15 years and comprise 15% of the overall population by 2029.”
Finding more great employees will be essential to supporting the massive boomer generation—
and contemporary communities, like yours, will have eager candidates hoping to land a career with you.
How we can help:
At Serviam, we have an entire applicant management team highly skilled and educated at finding the most qualified candidates for your community. We treat your applicants like leads, contacting them within minutes and pre-screening them for the next steps. Our goal is to bring the best candidates for the interview process, so you spend less time reviewing résumes, and more time caring for your residents.
A Disconnect with Your Customer Base
Even in today’s modern world, seniors are still underestimated and unnoticed, no matter the many contributions and buying power they continue to offer. For many elders, retirement brings a fresh, new perspective and an era of growth. Communities must embrace this philosophy and see themselves as the next adventure, rather than a place for those in their final years.
Vice President of Sales and Marketing at MBK Senior Living, Christy Van Der Westhuizen, says, “We don’t sell apartments, we sell lifestyle,” according to Van Der Westhuizen.
“If you’re looking at increasing your occupancy very quickly, you have to do the things that make people feel seen and heard and valued,” she told SHN.
While seniors are planning their next move, so should communities! Read up on what’s important to the older generation, what they’re wanting to do after retirement, their health needs and fears, and the kind of life they want to live.
Senior Housing News, along with COO of The Springs, Brenda Connelly, respectively say, “Creating an intuitive online experience is important to prospective residents as it offers them and their families ‘the ability to research for themselves…which [is something] we have found has been very appealing to folks because they’re doing it anyway.’”
An updated website, engaging social media, and tech-driven properties will draw sophisticated, active seniors to your location. Consider boosting your digital presence to include testimonials and daily life segments.
NIC co-founder & strategic advisor, Bob Kramer, “noted that it’s crucial to understand the customer and take a wider view. The demand pool of baby boomers is broad, but thin for any particular type of development. Product categories will be highly segmented based on the personal preferences. ‘This is about the consumer and what they want,’ said Kramer.”
Getting to know your current residents will help you prep for the new people who are interested in moving in, too. Ask the seniors around you what matters to them and what would make their lives easier and comfier, then seek ways to make their requests a reality. Before long, your newest community member might be just the friend to add to those residents’ social circles.
Above all, think like a senior. It will change how you market to, speak with, and view the people in your care.