ASSISTED LIVING reducing monthly fees , or a combination of the two . Some offer special deals such as home staging services , moving allowances , upgrade packages , or even waived fees . Unfortunately , none of these solutions are viable in the long term .
CUTTING CASH FLOW IS NOT A GOOD WAY TO MARKET YOUR BUSINESS , ESPECIALLY WHEN IT CAN END UP BEING PERCEIVED AS A “ SINKING SHIP ” OR “ CUT- RATE CARE ” TO PROSPECTS .
Instead , a better solution is to look to independent-living marketing to utilize the strategies that have been successful in that sector . The tactics and strategies that work for independent living facilities have a high crossover rate with those used in senior care facilities . Remember , assisted living facilities do not merely offer custodial care . They can offer lifestyle services including nutrition , monitoring of medication , security , and activity programs in order to help seniors flourish and thrive in the setting of an assisted care facility .
Next , plan the tactics that should be a part of every senior care facility marketing program . Each of these tactics can be tailored to your target market . These tactics should include the following :
• Building relationships with clients and potential clients through networking and customer service . An outstanding network and reputation for excellent client service creates fertile ground for referrals , which is the single best route to new clients and income .
• Customer Relationship Management ( CRM ). It can be as simple as a system that tracks and manages leads in Excel or as elaborate a system as SalesForce . com . But a database that you manage and use to track all leads that you receive and their connections to one another is vital for marketing success .
• Follow-up . It sounds easy , but following-up is so infrequently executed . Creating a habitual schedule of follow-up on any lead is extremely important . That one follow-up phone call could mean the difference between a sale and losing a customer .
• Use analytics . The more data you can gather , the better . What does it cost you to make each phone call ? How much is each potential client worth to you ? How many calls does it take before you convert a new client ? Building metrics around your pipeline and quantifying the “ costs ” of establishing and converting leads can help to focus your attention on the most fertile areas to find and convert prospects .
• Set goals for calls , tours , and appointments . Look at last month . How many calls did you make , how many tours ? Set an aspirational goal for next month and then next year for each of the key metrics that you use to gain new clients . Similar to analytics , tracking your progress can help to motivate and focus your marketing attention .
• Evolve your approach to direct contact . When specifically targeting adult children , direct physical mail and bulk messages are a thing of the past . The key is to use targeted email messages . Make sure that the message you send is educational , straightforward , and aimed at solving a “ pain point ” ( a problem ) that your prospects may have .
Next , with your improved pipeline of prospective occupants , it ’ s not going to be enough to talk about what you offer . You have to excel at the “ reveal ,” that moment where you make the experience real to your prospective residents and their families . It almost goes without saying , but it is essential that you present your facility as attractive and proactive . Potential clients won ’ t convert on sales pitch alone , they need to see what you can offer and must believe in the care you provide . Ultimately , seniors and their adult children want to find someone they can trust and an institution designed to help them . Make a concerted effort to point out exactly what you provide at your facility , what it can do to help them , and how it can solve problems .
Finally , you can help adult children understand what types of signs they should look for in order to know when their parents need help . These are the elements that take the family and the senior away from the competing residential options and narrow their focus to the services that only a facility like yours can provide . This might mean creating a checklist , putting one front-and-center on your website is a great way to lead families into an open conversation that puts your facility at the forefront of their minds . You can even provide adult children with tips on starting the conversation with their parents and give them resources to help them understand the value that they will be receiving .
These are just some of the ways facilities can think about designing an effective marketing plan to communicate your facility ’ s extraordinary services . Marketing and signaling effectively to families and seniors in a crowded market is the only way to be successful ; those that don ’ t will fall behind . Ultimately , the world is changing as much as the world of the senior care facility industry . Be on the right side of that change . +
BY : WAYNE NESBIT NESBIT AGENCIES
Wayne is Executive Vice-President at Nesbit Agencies and works with a wide variety of clients on their insurance programs , including assisted living facilities , property management companies , and restaurants . Contact him at is wnesbit @ nesbitagencies . com or 952-746-4312 .
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