As is true with most modern organizations, senior living sales teams across the nation have poured hundreds of millions of dollars into digital tools.
But these are not customer-facing tools in most cases. These are digital tools for tracking leads, tracking move-ins, automating lead communication, making brochures and forms available online, and holding sales teams accountable on follow-ups. They are investing in ways to streamline the digital experience for their own internal reporting and planning, not the customer’s digital experience interacting with their brand.
The average cost per lead in this industry is nearly $500. But the lifetime potential value of a move-in is $80,000-$240,000 per resident. If you aren’t streamlining and enriching your lead generation pathways online and arming visitors with decision-making tools and media, research shows you will lose out on a potential 6x increase in conversion rates.
For under $20k, you can completely refresh your digital media experience for your prospects and the public. The risk is too high for a loss of trust in an age of online research and low human contact.
If you have occupancy challenges at your senior living community, but you are confident in the quality of your care, it’s time to rethink your approach to your target audience. Invest in the quality of the experience. Otherwise, you’re just another nursing home with stock images and general information. Your competition can overtake you within 12 months with high-resolution, thoughtful content sharing their residences, services and “vibe.”
The world is moving toward a higher bar for digital experiences, and it’s not going to be a non-issue at any point moving forward. If you are working with stock images, old images, or are relying heavily on text to share your value proposition, you could be left behind by the market. Invest in quality content such as brand new images, testimonials, tours, and location-based content to ensure your website, brand and EXPERTISE is seen by as many people as possible in your target market. Quality media implies quality care, according to research. We can help you get there for less than three months of fees on one sale.
Call us for a quote:
Phone: 406-672-1372
Email: Jared@keynote-creative.com
