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Category Archive: Blog

  1. Empowering Senior Independence: Tailored Marketing for Senior Living Communities 

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    By Julie Geiger, Account Manager, Solutions Advisors

    As we continue to explore the dynamic senior living market, Solutions Advisors has delved into Roobrik’s invaluable “Know Your Audience Report.” This semi-annual survey, gathering insights from over 41,000 senior living prospects, offers a wealth of information on the decision-making process among seniors. 

    A Desire for Autonomy 

    A key finding from the report is that a significant majority (52.6%) of respondents are making decisions about their future living arrangements independently. This reflects a growing trend of seniors asserting their autonomy and desire to maintain control over their lives, even as they age. It’s a testament to the resilience and determination of older adults who refuse to relinquish their autonomy. 

    As an agency specializing in senior living marketing, Solutions Advisors encourages clients to create marketing narratives that resonate directly with senior prospects, ensuring messages empathize with their perspectives and aspirations. 

    The Role of Family and Friends 

    That being said, while most seniors are making decisions on their own, approximately a third (34.2%) do seek assistance from family members or friends. Of the respondents, adult children make up a significant 30%, stepping in as crucial advisors. Solutions Advisors understand the importance of framing marketing strategies with sensitivity towards this dynamic. We guide adult children to approach these discussions with empathy, focusing on understanding seniors’ needs rather than projecting their own preferences. 

    Understanding the Dynamics 

    It’s important to note that those being assisted by family members likely fall into two primary categories: 

    1. Cognitive Impairment: Some seniors may have cognitive challenges that make independent decision-making difficult or impossible. 

    2. Emotional or Social Factors: Others might be hesitant to make decisions on their own due to emotional or social factors, such as fear of change or a lack of confidence. 

        For seniors in the latter category, it’s crucial for adult children to approach the situation with empathy and respect. Over the many years Solutions Advisors has marketed within the senior living space, we recognize that seniors often don’t identify with their “numerical age” or physical abilities. There is often a 10-to-20-year lag between current reality and believed capabilities.  

        With this in mind, rather than imposing their own preferences, adult children should strive to understand their parents’ needs and wishes. By listening attentively and offering guidance without being overly directive, adult children can empower their parents to make informed decisions about their future. 

        The Importance of Clear Information 

        When it comes to the factors that influence seniors’ decision-making, the survey participants overwhelmingly cited the need for a “clearer picture of life at a senior living community.”  

        This aligns with Solutions Advisor’s long-standing recommendation to provide prospective residents with detailed information about the community’s amenities, services, and lifestyle. Sample programming schedules and dining menus can offer a helpful and illuminating glimpse into daily life at a retirement community and give prospects the assurance needed to proceed with a decision.  

        Your Partner in Senior Living Marketing 

        If you’re interested in learning more about how to effectively market your senior living community and cater to the needs of today’s seniors, we invite you to partner with Solutions Advisors. Our team of experts can provide valuable insights, strategies, and support to help you attract and retain residents. 

        Learn about the success communities have with Roobrik and other digital tools. Contact us today for a no-cost consultation by calling 866-342-2267 or filling out the form below:

      1. Does Your Marketing Budget Need a Makeover?

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        At a recent presentation on digital marketing, Solutions Advisors Group was asked, “how much should you spend on digital marketing?” The answer is, “it depends.” Just as each community and each market is different, your marketing budget should be unique, too. We wanted to share some thoughts and tips to help you design a budget that aligns with your needs and goals.

        Marketing budgets ‘buckets’

        Most direct marketing budgets are made up of line items – or ‘buckets’- such as advertising, direct mail, events, website, etc. One way to gauge your future spending is to look back at the previous year’s budget and outcomes from each bucket. When conducting sales and marketing assessments, we often find large expenditures for traditional marketing tactics, i.e., print or broadcast, yet an analysis of lead sources shows scant results in the number of leads or move-ins generated.  If your goal for the upcoming year is lead generation, nurturing or reengagement, consider re-allocating a portion of your media budget to direct mail or digital marketing.

        Not all leads are good leads

        It may seem counterintuitive, but lead generation is not always the end goal.  While some marketing firms think you can never have too many leads, Solutions Advisors Group believes the opposite can be true.  A peek into several community CRMs shows us that too many leads often results in delayed response times, overdue activities, a lack of thoughtful follow up and an overabundance of lost leads. Generating too many leads fosters a frenetic pace and a lack of focus on those ‘mature’ prospects who need nurturing and also have the highest chance of converting to a move-in.

        Digital marketing budgeting

        While multi-channel marketing is best practice, we often recommend marketing budgets that are leaner on the traditional marketing side and heavier on the digital side. While markets are different, Solutions Advisors suggests a digital marketing budget may be nearly twice that of your traditional media spending.

        Are you measuring results?

        But digital marketing has its own set of ‘buckets’- or channels – and how much to allocate for each digital channel is another challenge. Donna Langer, Solutions Advisors Group Vice President of Digital Operations, says the key to getting the most value from your website is to track and measure traffic to your website from each digital channel, e.g., organic, direct, paid, referral, etc. If those terms are unfamiliar to you, consider retaining a digital marketing consultant to track your site’s Key Performance Indicators (KPI’s) showing the top converting channels and level of visitor engagement. For example, if your website’s organic search is strong, meaning visitors are finding you through search engines, perhaps you can spend less on paid search (PPC) and reallocate those dollars for social media strategies. Knowing your KPI’s will allow you to identify the most impactful strategies that bring traffic to your website and budget accordingly. Understand, however, that the process is fluid: the ever-changing digital landscape makes it imperative to keep current with trends.

        To learn more about the importance of digital marketing, contact Solutions Advisors Group at 866-342-2267 to learn how a digital marketing review could improve your website’s performance.

        Interested in partnering with the expert in senior living sales and marketing? Request a no-cost consultation with Solutions Advisors Group today.

      2. Harnessing the Power of Quizzes, Surveys and Chatbots in Senior Living Marketing

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        Senior living communities constantly seek innovative ways to connect with potential residents and their families. In today’s digital world, chatbots, surveys and quizzes have become popular tools for engaging with audiences and gathering valuable insights.

        The Role of Chatbots in Senior Living Marketing

        Chatbots are AI-powered virtual assistants that interact with users in real-time through messaging platforms. They can answer questions, provide information and even conduct surveys and quizzes. By integrating chatbots into their digital marketing strategy, senior living communities can offer their target audience a personalized and interactive experience.

        Understanding Needs and Preferences

        These tools help communities better understand the needs and preferences of potential residents. By asking specific questions about amenities, health services, and lifestyle preferences, communities can customize their marketing campaigns to better meet the needs of their audience. Chatbots can gather information on preferred activities, dining options, and healthcare services, providing valuable data to shape the community’s offerings.

        Enhancing Lead Generation

        Additionally, chatbots, surveys and quizzes can aid in lead generation with interactive content and capturing contact information for personalized follow-up messages. By engaging users with interactive tools, communities can capture contact information and follow up with personalized marketing messages. For instance, a quiz that helps potential residents determine their ideal living arrangement can conclude by asking for contact details to provide more personalized information.

        Streamlining the Sales Process

        Chatbots, surveys and quizzes can help senior living communities streamline their sales process. By collecting valuable data on the front end, communities can more efficiently qualify leads and prioritize their sales efforts. As a result, sales teams can focus on high-quality leads who have shown a genuine interest in the community and its offerings, making the sales process more efficient and effective.

        Personalized and Interactive Experience

        Overall, these AI tactics can be powerful tools for senior living communities looking to enhance their digital marketing efforts. Offering their audience a personalized and interactive experience, results in communities better understanding their target market. This approach not only attracts potential residents but also builds a relationship of trust and engagement.

        Final Insights

        Incorporating chatbots, surveys and quizzes into senior living marketing strategies can enhance engagement, data collection, and lead generation. As technology advances, utilizing these digital tools will be essential for communities to stay connected with their audience and meet their changing needs.

        For assistance in implementing these AI solutions, contact Solutions Advisors at 866-342-2267 or fill out the following form today:

      3. Your Senior Living Partner: Unlocking Success with Solutions Advisors Group

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        By Jennifer Ault, Account Manager, Solutions Advisors Group

        In the dynamic landscape of the senior living industry, achieving and maintaining target occupancy rates is a key objective for success. However, navigating the intricacies of effective sales and marketing strategies can be daunting for senior living communities. This is where Solutions Advisors Group comes in as a trusted ally and partner, dedicated to helping senior living clients thrive in the industry. 

        At Solutions Advisors Group, we understand that success goes beyond mere numbers; it’s about building meaningful connections and fostering lasting relationships with both prospects and residents. Here’s why partnering with our agency can make a significant difference in achieving occupancy goals: 

        Senior Living Expertise and Specialization

        With years of experience exclusively focused on the senior living industry, Solutions Advisors Group brings unparalleled sales and marketing expertise to the table. Our team is well-versed in the unique challenges and opportunities that senior living communities face, allowing us to tailor strategies that resonate with your target audience. 

        Comprehensive Sales and Marketing Approach

        We offer a comprehensive suite of sales and marketing services designed to address every aspect of occupancy growth. From digital marketing campaigns and lead generation tactics to personalized sales training and community outreach programs, we provide a holistic approach aimed at maximizing your community’s visibility and engagement. 

        Customized Strategies for Your Community

        We recognize that each senior living community is unique, with its own distinct goals, values and target demographics. That’s why we take a personalized approach to crafting strategic marketing strategies that align with your community’s specific needs and objectives. Whether you’re aiming to attract active retirees, promote memory care services or enhance resident satisfaction, we tailor our solutions to suit your individual requirements. 

        Proactive Communication and Collaboration

        Communication is the cornerstone of any successful partnership. At Solutions Advisors Group, we prioritize transparent and proactive communication with our clients every step of the way. From regular progress updates and performance reports to collaborative strategy sessions and brainstorming meetings, we keep you informed and involved in the process, ensuring that your voice is heard and your vision is realized. 

        Commitment to Results and Success

        Your success is our success. We are deeply committed to helping you achieve your occupancy goals. As a matter of fact, surpassing your expectations is one of our goals. Our dedicated team works hard to deliver tangible results and measurable outcomes, constantly refining our strategies and tactics to adapt to evolving market trends and consumer preferences. 

        Emphasis on Relationship Building

        More than just a service provider, Solutions Advisors Group is a true partner invested in your senior living community’s long-term success. We prioritize relationship building not only with prospects and leads but also with our clients. We take the time to understand your community’s values, culture and brand identity, fostering a sense of trust, loyalty and mutual respect. 

        Partnering with Solutions Advisors Group goes beyond mere marketing and sales support – it’s about forging meaningful connections, driving tangible results and building a brighter future for your senior living community. Let us be your trusted ally on the journey to occupancy excellence. Together, we can achieve greatness and make a positive impact on the lives of seniors and their families. 

        Interested in partnering with the expert in senior living sales and marketing? Request a no-cost consultation with Solutions Advisors Group today.

      4. Embracing Diversity: Celebrating a Tapestry of Holidays

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        By Shannon Jones, VP of Account Services, Solutions Advisors Group

        The next few months are brimming with diverse celebrations, reflecting the rich tapestry of cultures, religions, and beliefs that make up our society and the team at Solutions Advisors. Join us on a journey through the mosaic of holidays during this festive season, as we explore the beauty of inclusivity and the importance of respecting and understanding the diverse celebrations that color our lives.

        Diwali (November 4-8, 2023) – Festival of Lights

        Kicking off the holiday season is Diwali, celebrated by millions around the world. Diwali, or Deepavali, signifies the victory of light over darkness, good over evil. This festival is a reminder of the importance of illuminating our lives with positivity and understanding.

        Thanksgiving (November 23, 2023)

        Thanksgiving is a time-honored tradition in the United States, fostering gratitude and appreciation for life’s blessings. While rooted in American history, the spirit of giving thanks is universal. Take this opportunity to reflect on the positives in your life and express gratitude for the diverse experiences that enrich our collective existence.

        Hanukkah (November 28 – December 6, 2023) – Festival of Lights

        Hanukkah, also known as Chanukah, is the Jewish Festival of Lights. It commemorates the miracle of the menorah oil lasting for eight days. Let’s celebrate the resilience and perseverance represented by this festival, emphasizing the importance of unity in the face of challenges.

        Christmas (December 25)

        Christmas, a widely celebrated holiday, transcends religious boundaries, bringing joy and festivity to people worldwide. It’s an occasion to celebrate love, compassion, and the spirit of giving. Embrace the season’s message of goodwill and share the joy with those around you.

        Kwanzaa (December 26 – January 1)

        Kwanzaa, a cultural celebration, highlights African heritage and principles such as unity, self-determination, and creativity. Let’s appreciate the richness of African culture and its contribution to the global tapestry.

        Bodhi Day (December 8)

        Bodhi Day is observed by Buddhists to commemorate Siddhartha Gautama’s enlightenment. Take this time to reflect on personal growth and enlightenment, recognizing the diversity of spiritual paths that lead to a deeper understanding of ourselves and others.

        New Year’s Eve (December 31)

        As the year comes to a close, people worldwide gather to welcome the new year. This is an opportunity to embrace new beginnings and the diversity of customs and traditions that accompany the arrival of a fresh start. As we navigate the festive season, let’s celebrate the uniqueness of each holiday, recognizing the importance of inclusivity and respect for the various beliefs that contribute to the vibrancy of our global community. By embracing diversity, we create a world where understanding and appreciation form the foundation for a more harmonious and interconnected future. Happy holidays to all from Solutions Advisors Group.

      5. The Importance of Reputation Management in the Senior Living Industry

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        In today’s digital age, reputation management is critical for businesses in every industry. For senior living communities, where trust and credibility are paramount, maintaining a positive online reputation is even more crucial. Prospective residents and their families increasingly turn to the internet to research senior living options, making it imperative for senior living communities to actively manage their online image. At Solutions Advisors Group, we live this every day. In this blog, we’ll delve into the significance of reputation management in the senior living industry and discuss strategies for enhancing it, including the power of community reviews and testimonials.

        Why Reputation Management Matters

        Building Trust: Trust is the cornerstone of the senior living industry. Families entrust the well-being of their loved ones to these communities, and a strong online reputation builds trust with potential residents and their families.

        Attracting New Residents: A positive online reputation can be a powerful marketing tool. Positive reviews and testimonials can attract new residents and their families, helping communities fill vacancies and maintain occupancy levels.

        Competitive Advantage: In a competitive marketplace, a strong online reputation can set your senior living community apart from the competition. Prospective residents are more likely to choose a community with a stellar reputation.

        Enhancing Resident Satisfaction: Reputation management isn’t just about attracting new residents; it’s also about retaining existing ones. A happy resident is more likely to leave positive reviews and become a vocal advocate for your community.

        Online Reputation Management Strategies

        1. Encourage Reviews and Testimonials: Actively encourage residents and their families to leave reviews and testimonials on platforms like Google, Yelp, and Facebook. Make the process easy by providing clear instructions on how and where to leave reviews.

        2. Monitor Online Presence: Regularly monitor review platforms and social media channels for mentions of your senior living community. Respond to both positive and negative feedback promptly and professionally.

        “Seniors are more likely to trust online reviews than personal recommendations. A study by Nielson found that 61% of consumers aged 55 and older trust online reviews as much as personal recommendations,” explained Donna Langer, Solutions Advisors Group Vice President of Digital Services. “This means that a negative online review can have a significant impact on a senior living facility’s reputation.”

        3. Leverage Resident Stories: Share resident success stories and testimonials on your website and social media profiles. Personal stories and experiences can be compelling and resonate with potential residents and their families.

        4. Transparency and Open Communication: Be transparent about your community’s policies, pricing, and amenities. Open communication can help prevent misunderstandings and negative reviews based on unrealistic expectations.

        5. Quality of Care: Ensure that your senior living community provides excellent care and services. Quality care not only leads to satisfied residents but also generates positive word-of-mouth referrals.

        6. Staff Training: Train your staff to provide exceptional customer service. Happy residents and families are more likely to leave glowing reviews.

        7. Address Negative Feedback: Address negative feedback professionally and constructively. Show that you are committed to resolving issues and improving the resident experience.

        8. SEO Optimization: Optimize your website and online profiles to appear in relevant search results. This ensures that your community is easily discoverable by those researching senior living options.

        Reputation management is not just a passive exercise; it’s an active strategy that senior living communities must embrace. In an industry where trust and credibility are paramount, maintaining a positive online reputation is essential. By actively encouraging reviews and testimonials, monitoring online presence, being transparent, providing quality care, and addressing negative feedback, senior living communities can build trust, attract new residents, and thrive in an increasingly competitive marketplace. Reputation management isn’t just about managing what people say about your community; it’s about actively shaping the narrative and demonstrating your commitment to the well-being of your residents.

        If you need help with your online reputation, connect with Solutions Advisors Group today!

      6. Importance of Digital Marketing for Senior Living Communities

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        Unlocking Your Potential: Why Senior Living Communities Must Invest in Digital Marketing

        In today’s rapidly evolving digital landscape, businesses across all industries recognize the importance of a robust online presence. Senior living communities are no exception. Embracing digital marketing strategies has become necessary to reach prospective residents and their families, but don’t just take our word for it. Let’s explore some compelling statistics that highlight the significance of investing in your digital marketing strategy.

        1. 87% of Seniors Use the Internet

        Contrary to stereotypes, older adults are increasingly embracing technology. According to a study conducted by the Pew Research Center, 87% of those aged 65 and above are now using the Internet. This demographic actively seeks information online, making it essential for senior living communities to establish a solid digital presence.

        2. 72% of Senior Living Inquiries Start Online

        When older adults and their families begin their search for a senior living community, they often turn to the Internet as their first step. A study by Caring.com found that a staggering 72% of senior living inquiries originate online. This underscores the importance of having a user-friendly, informative website and a strong digital marketing strategy to drive traffic and conversions.

        3. 70% of Seniors Use Social Media

        Social media platforms are no longer solely the domain of younger generations. In fact, 70% of seniors are active on social media. It’s a powerful channel for connecting with potential residents and their families. By engaging on platforms like Facebook, Instagram, and LinkedIn, senior living communities can share stories, post updates, and build meaningful relationships.

        4. 61% of Seniors Trust Online Reviews as Much as Personal Recommendations

        Word-of-mouth recommendations have always been influential, and in the digital age, this concept remains valid. Online reviews and testimonials carry significant weight. A study by BrightLocal revealed that 92% of users trust recommendations from friends and family, and 61% of older adults trust online reviews as much as personal recommendations. Senior living communities that actively manage their online reputation can leverage these statistics to build trust and credibility.

        5. Content Marketing Generates Three Times as Many Leads as Traditional Marketing

        Content marketing is a powerful tool for senior living communities. It generates at least three times as many leads as traditional marketing, but costs 62% less, according to the Content Marketing Institute. Informative blog posts, videos, and other valuable content, can help senior living communities position themselves as experts in the field, attracting and engaging potential residents.

        In conclusion, the statistics are clear: senior living communities must invest in their digital marketing strategy to thrive in today’s competitive landscape. From reaching seniors online and utilizing social media to building trust through online reviews and content marketing, the digital realm offers countless opportunities to connect with potential residents and their families. Embrace the digital age and unlock its potential for your senior living community.

        Learn more about these statistics and how we can help at Solutions Advisors Group.

      7. Unlocking the Potential: Why Senior Living Communities Should Market with SMS Texting

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        In today’s fast-paced digital world, staying connected has never been easier. While websites, social media and email marketing help form the backbone of digital marketing, there’s one communication tool that often goes overlooked and underutilized in the senior living industry — SMS (Short Message Service) texting.

        This oversight isn’t keeping pace with the modern technological reality. In 2020, AARP reported that 62% of those 70 and older use smartphones. Although senior living communities have traditionally relied on more traditional marketing methods, SMS texting offers a unique opportunity to engage with potential residents and their families in a personalized and effective manner.

        Why should your team embrace SMS texting as a marketing tool?

        Immediate and Direct Communication

        Since that first text was sent in 1992, SMS messages have been short, straightforward and immediate —ensuring that your target audience receives and reads your message promptly. Whether it’s an invitation to an open house or updates on available units, SMS texting ensures that your message reaches its intended recipients quickly and reliably.

        Personalized Engagement

        Communities can use SMS texting to create a more personalized experience for potential residents and their families. By collecting data on individual preferences and interests, you can send tailored messages that resonate with each recipient. For example, you can send information about specific amenities, activities, or care options that align with the unique needs and desires of each prospect. Personalization not only makes your marketing more effective but also demonstrates your commitment to meeting residents’ individual needs.

        Increased Response Rates

        Compared to other marketing channels, SMS texting boasts impressive open and response rates, compared to emails. Some sources point to open rates hitting 98%. Additionally, SMS texting allows for two-way communication, making it easy for potential residents or their families to ask questions, seek clarification, or express interest, further enhancing the likelihood of conversion.

        Cost-Effective Marketing

        Marketing budgets are often a concern for senior living communities. SMS texting offers a cost-effective solution compared to traditional advertising methods. Sending SMS messages is affordable, and when executed correctly, it can yield substantial returns on investment. You can target specific demographics and segments of your audience, minimizing wasted resources and ensuring that your marketing efforts are focused on those most likely to become residents.

        Compliance with Regulations

        The senior living industry is heavily regulated, and compliance with healthcare privacy laws, such as HIPAA in the United States, is critical. SMS texting can be used securely and in a manner compliant with these regulations. It allows you to send sensitive information securely and maintain the confidentiality of residents’ personal and medical data.

        Easy Opt-in and Opt-out

        SMS marketing is a permission-based platform, meaning that recipients must opt-in to receive messages from your community. This ensures that you are targeting individuals who are genuinely interested in your services, improving the quality of your leads. Additionally, it is easy for recipients to opt-out if they no longer wish to receive messages, demonstrating respect for their preferences and privacy.

        Real estate is the top industry using texting to connect with prospects (Source: Zipwhip, State of Texting). Senior living communities can capitalize on this tool as well.

        By incorporating SMS texting into your marketing efforts, your community can connect with potential residents and their families in a more engaging and meaningful way. This not only enhances your chances of conversion but also demonstrates your commitment to providing top-notch service from the very first interaction.

        In an era where digital communication reigns supreme, senior living communities should adapt their marketing strategies to remain competitive. Interested in adding SMS texting to your marketing mix? Request a consultation with Solutions Advisors Group today.

      8. Solutions Advisors Group wins eight National Mature Media Awards

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        Solutions Advisors Group (SAG) was a winner in the 2023 National Mature Media Awards. The program, presented by the Mature Market Resource Center, a national clearinghouse for the senior market, recognizes the nation’s finest marketing, communications, educational materials, and programs designed and produced for older adults.

        SAG received a total of eight awards in the categories of Direct Mail, Print and Websites. Of the eight awards, SAG received one Gold, two Silver, four Bronze awards and one Merit award.

        Gold awards were given in the print category. The Clare (https://theclare.com) in Chicago, Illinois received an award for their testimonial-based print ad.

        For Silver awards, The Vista (https://thevista.org/) in Wyckoff, New Jersey won a second consecutive Silver award for their direct mailer on downsizing. The Buckingham (https://buckinghamhouston.com) in Houston, Texas won also for their direct mail piece that invited prospects to attend a unique Wine & Film Festival.

        Entries were judged by a distinguished panel of mature market experts from across the United States for overall excellence of design, content, creativity and relevance to the senior market. Take a look at all of our winners below:

        Gold

        The Clare Testimonial Print Ad

        Silver

        The Vista Downsizing Direct Mail

        The Buckingham Wine & Film Festival Direct Mail

        Bronze

        The Davis Community Promenade Direct Mail

        The Buckingham LifeCare Direct Mail

        Applewood Art Show Direct Mail

        Fox Hill Lifestyle Brochure

        Merit

        The Clare Website – wearetheclare.com

        The Clare Testimonial Print Ad
        The Vista Downsizing Direct Mail
        The Buckingham Wine & Film Festival Direct Mail
        The Davis Community Promenade Direct Mail
        The Buckingham LifeCare Direct Mail
        Applewood Art Show Direct Mail
        Fox Hill Lifestyle Brochure
        The Clare website – wearetheclare.com

      9. It’s in the mail: 9 reasons why direct mail continues to drive occupancy in senior living sales

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        When marketing senior living communities, there are many tactics to include in the mix. PPC ads. SEO. Outreach. And direct mail. Lots of it.

        Direct mail advertising is considered anything physical – printed or produced – that is sent to potential customers. In senior living marketing, Solutions Advisors Group works with our clients to target specific demographics and neighborhoods near the community and send direct mail post cards, folded mailers and elaborate invitations to prospects who would make ideal residents. These can be grand opening announcements, incentive offers or invitations to any number of events held on or off campus.

        Because it is a proven marketing tactic for senior living communities of any size, we’ve come up with this list of 9 reasons to add direct mail to your marketing toolkit.

        1. Direct mail is more likely to be read. In fact, it can be welcome! Due to digital fatigue, people are more excited to receive their mail each day than before the pandemic. And even though the average person gets two pieces of mail each day compared to 57 emails, they are reading it! According to a study by the U.S. Postal Service (USPS), direct mail open rates can reach up to 90% as opposed to email at approximately 23%, and 42% of recipients read or scan mail they receive. This means the vast majority of recipients will see your direct marketing message.
        2. People like direct mail. Many people, especially older adults, enjoy receiving mail. 70% of consumers say direct mail is more personal than online interactions. Direct mail has an average lifespan of 17 days meaning that cute design just might end up on someone’s refrigerator.
        3. Direct mail offers great response rates. Direct mail has always been a leader in response rates when compared to other marketing methods and has gotten even better in recent years. A study by the Data & Marketing Association (DMA) reported response rates at 9% for in-house databases and 5% for prospects or purchased lists. Email can’t even come close to a 5% response. “At Solutions Advisors Group, direct mail is typically among the top lead generating tactics, usually just behind PPC advertising,” explained Deb Lyons, Director of Creative and Production at Solutions Advisors Group. As many as 39% of consumers try a business for the first time because of direct mail. Older adults looking for a new home aren’t any different!
        4. Direct mail can be highly targeted. Direct mail lets you take full advantage of all the consumer information available. You can buy lists based on professions, purchase preferences, ages and much more. That allows senior living marketers to hone a very targeted message, too. To get in front of prospects, there are two main types of mailings:
          • Saturation Mailing: a saturation mailing list targets all of the addresses within a carrier route – subset of a zip code – so you can pick the neighborhoods you want to include or exclude. You can further refine this targeting by excluding specific types of addresses (PO Boxes, drop addresses and businesses). You can also include or remove carrier routes based on median data such as Age, Area Population, Average Household Net Worth, Home Values, Household Income, Renter/Owner, Single or Multi-family Units and Years of Education.
          • Purchased Mailing Lists: a purchased mailing list targets individuals instead of neighborhoods. Some of the most common targeting options we use at SAG include age, gender, homeowner status and income.
        5. Direct mail can be easily personalized. Prospects love advertising with a personal touch and customization on direct mail can increase response rates by a factor of 10 or more. Research shows people are more likely to engage with advertising they feel has been tailored to them, including their names or pictures of their hometown or car. Modern printing equipment has expanded customization options so that everyone can receive something unique.
        6. Direct mail can be felt. While we live on numerous platforms in the digital world with endless videos and countless ads, consumers have always preferred a physical form of information. You can increase your chances of being noticed by sending memorable items, such as oversized postcards, magnets that can be hung on the refrigerator and even interactive mailers with scratch-off prizes or smartphone-friendly QR codes. You can apply textures, send creative 3D objects or even add gloss, cutouts and foil options to any design. This gives you more opportunities to catch attention, draw recipients in and delight them while delivering a marketing message.
        7. Direct mail is cost effective. In addition to simple execution, direct mail is cost effective. According to an annual study by DMA, direct mail has an average ROI of 29%, which is competitive with online media. “Communities can keep mailing affordable by getting a non-profit mailing permit (when appropriate), keeping your mailing list clean and varying the size of the mailer – think folded piece vs. post card,” Lyons added.
        8. Direct mail is highly trackable. It’s important to have a system in place to track direct mail response. Without promotional codes or other means of tracking, it’s impossible to know how successful your campaign has been. At Solutions Advisors Group, we use call tracking, dedicated online landing pages and QR codes. If you’re able to track the success of your direct mailings then you can adjust and evolve your campaign moving forward.
        9. Direct mail complements digital marketing. Direct mail marketing is a key part of a cross-channel marketing strategy, creating aligned advertising campaigns that complement each other. Overall, brand recall is higher if an email campaign is followed up with a direct mail campaign. In addition, brands can get an increased response rate if a digital display ad is followed by a direct mail campaign. The great thing about direct mail marketing is that you can have the best of both worlds. You can reach your customers offline, while still giving them the option to connect with you online. You can include QR codes, social media links and online-only offers. A combined physical and digital presence can dramatically increase impact. At Solutions Advisors Group, community direct mail has resulted in:
          • Website visits up ~68%
          • Response rate up ~63%
          • ROI up ~60%
          • Leads up ~53%

        When looking for a way to connect with seniors, direct mail should not be overlooked. It can be targeted, personalized, cost-effective and a true complement to other on and offline marketing tactics being used to drive occupancy in communities everywhere.

        Interested in adding direct mail to your marketing mix? Request a no-cost consultation with Solutions Advisors Group today.

      10. 11 Signs It’s Time for a New Website

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        Jeff Felton, Solutions Advisors Group, Vice President of Digital Marketing Services, contends that web designs have a shelf life of three to five years. We did a little digging and confirmed that he’s right. According to a survey by Blue Fountain Media, 81% of internet users think less of a business if the website is not updated, and 39% would think twice about using a product or service if the website is not fresh, user friendly and current. We found there are at least 11 signs it is time to consider a new website!

        1. Your objectives have changed. What was the purpose of your website when you launched it? Increased occupancy? Name recognition? Introducing a new or expanding community? Even if your site is beautifully designed, if it doesn’t match your current company brand, it may need a redesign to ensure your mission and values shine through. Documenting the journey your site visitor might take can help you see your website in an entirely new light.
        2. You can’t navigate your website easily on a mobile phone. Having a mobile-friendly or responsive website design also affects other factors. More than 50% of website traffic comes from mobile devices. Google search favors websites that look good on smart phones and other mobile devices. Google began indexing websites based on their mobile version, not their desktop version.  More than 290 million people have smartphones, so it is very likely that a prospect will visit your site only on their phone. If visitors cannot find what they need quickly and easily on your mobile website it’s a clear sign it’s time to update.
        3. It wasn’t built using WordPress. Every marketer doesn’t need to be a website expert, but with a WordPress website, you have a chance! If your website uses the WordPress platform, you or your team can add events, update pricing or incentives, change team pages within minutes, or add other updates to keep the site fresh and keep users returning to your site. It should be constantly evolving as Google craves new content.
        4. You’ve installed a lot of plugins. Most website platforms support the use of third-party plugins. However, the more plugins, the more opportunities there are for site performance issues. If you have more than five or six plugins installed, chances are your site’s performance is being affected. If you are nearing the dozen mark, your site is trying to be something it isn’t and it’s time for a website update.
        5. It’s no longer visually appealing. What may have been trendy when you first created your website could now be out of date or look poorly designed by today’s standards. If your site looks professional and is loaded with useful information, visitors will see you as an authority and expert. Likewise, if your site looks poorly designed or out-of-date, they may make the same assumptions about your organization. Outdated sites can seem unsafe or send negative trust signals. Compare your current site to your competition and update your website visuals if yours aren’t up to par. Large images, appealing colors, and open or flat design elements are the ‘new normal’ user experience. And be sure to check both computer and phone views of your website. Both should be appealing and easy to navigate.
        6. The navigation feels awkward. If your objectives have changed, there is a good chance the menu should change, too. Depending on when your website was created, there may be a greater number of navigation options available. Check the website yourself: How easy is it to find information and complete actions? If it seems difficult or confusing to a first-time user or takes more than two clicks, it’s time to upgrade.
        7. Speed is slow. If you are using video (you should be, if you aren’t), page load times can start to slow. If your website wasn’t built to support video content, you should move to a platform that works well with stand-alone video or integrates easily with YouTube. Slow loading could be caused by a variety of factors, including large images, underpowered hosting or an older, poorly performing theme. Take a look at the speed of your webpages with Google’s PageSpeed Insights tool. If your score is below average, it could be worth a conversation with your web agency to figure out your next steps.
        8. Your SEO needs love. Search engine optimization (SEO) requirements change every few months or so it seems. If your website hasn’t been updated in a while, your ranking is probably not very high on search engines. Updating your website can be a great way to boost your search engine rank as you can take this time to add in keywords and phrases, as well as improve the organization of your content. And if you don’t have a blog yet, this is a perfect time to add one and update it with new content regularly to drive more traffic your way.
        9. Your website has been hacked. Security is a top priority for all businesses, but it is something that is often overlooked in the senior living industry. If your website is hacked and prospect or resident information is compromised, this could lead to a lack of trust that harms your community. If your site isn’t secure for all visitors, you need to invest in a new site sooner than later.
        10. Lead generation slows down. If you are driving prospects to your website, but they aren’t converting at the pace they used to, it could be time for a change. Maybe your content needs to be updated or your forms aren’t using best practices. A high bounce rate or low conversions could also signify that your users are disengaged. No matter how you are measuring, monthly metrics can help you determine the need for an update or entire new website.
        11. It doesn’t meet Google’s new Core Web Vitals criteria. What does that even mean? (link to write up on Core Web Vitals) Google announced that it will be adding page experience signals to how it ranks sites in the search engine results pages (SERPs), with the aim to allow websites to rank higher based on the quality of their user experience. The Core Web Vitals and existing metrics measured include things called First Input Delay (the time it takes for a page to become interactive) and Largest Contentful Paint (the time it takes for a page’s main content to load). If you have a site that isn’t meeting these Google-driven metrics, your user experience will be sub-par meaning your rankings and, subsequently, your traffic could suffer.

        How many of the reasons above have been mentioned in your community’s marketing and sales meetings in the past year? If you answered more than a few, it’s time! With a little planning, a solid web platform and lots of great copy and images, your community’s website will be selling for you in no time!

        Websites can be complicated, but they don’t need to be scary. In fact, updating or designing a new website we tackle together. At Solutions Advisors Group, our digital marketing team is here to develop digital strategies and supporting tactics that help you overcome any sales and marketing hurdles your community can possibly face. Contact us to learn how.

      11. Chatbots: Part-Time Virtual Salesperson Increases Tours

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        Whether you subscribe to the prospect-centered approach as the centerpiece of your sales and marketing philosophy or not, few could have predicted that the website chatbot would become such an important tool for the senior living digital marketer. Afterall, the thought of an emotionless, automated answering machine sounded like the opposite of how we should engage with senior living prospects. But like most ‘smart’ technological advancements, the chatbot has automated our interactions by chatting with us through a very conversational interface.

        And that’s great for senior living marketing, because these bots are proving to be extremely successful at handling routine inquiries and advancing the prospect through the sales journey.

        Here are six of the top reasons why you should be including chat bots as part of your marketing mix:

        1. Chatbots are always available. If an adult child has time to do research at midnight or senior prospect wakes up early with some questions, a chatbot is always available on your website.
        2. Chatbots can handle multiple customers at the same time. No one likes a busy signal or a voicemail. With a chatbot, a prospect will never have to wait for a salesperson to get off the phone or finish a tour to get basic questions answered.
        3. Chatbots can collect and analyze data. Do you get a lot of inquiries Sunday afternoon? Is everyone looking for price? By analyzing the content of your inquiries (and when you get them!), you may have enough compelling data to adjust your tour hours, or add a pricing page to your website or develop more educational content to help seniors and/or their influencers with their research.
        4. Chatbots can help you personalize your conversations with customers. If a prospect is only interested in assisted living, for example, questions and answers can be served to take then exclusively down the assisted living path!
        5. Chatbots can answer routine questions to free up your sales team to connect with their quality leads. Do you get asked about pricing every day? Or what your pet policy is? Or if your community accepts Medicare? Chat bots help non-qualifiers self-select out and qualifiers to engage more deeply with your community.
        6. Chatbots are becoming more mainstream, particularly out of necessity. Many service companies, from utilities to phone to banking have shifted to (AI)artificial intelligence chat bots to interact with their customers. Our audience is becoming more familiar and trusting of chat bots as a way of handling their personal business.

        The Davis Community, a retirement community in Wilmington, North Carolina, found that adding a chatbot doubled the number of tours that were scheduled on the weekend. “The Chabot is available 24/7 and is able to answer many questions immediately from our website in real time, without customers having to wait for a return phone call,” said Julie Lewis, Sales & Marketing Director at The Davis Community. “It assists in filtering prospects and directing them to the appropriate service line (Skilled Nursing, Assisted Living, Memory Care, Independent Living) so we are able to be thoroughly prepared when reaching out to them.” The Davis Community received 60+ inquiries and scheduled 22 tours online in the first 90 days using their chatbot with very little human interaction according to analytics.

        If the logistics of implementing a chat bot is daunting and holding you back from moving forward, then rest assured that the anxiety is far worse than the reality of launching a chat bot. By working with your webmaster or an agency partner like Solutions Advisors Group, you’ll quickly realize the process of onboarding this part-time salesperson is much more effortless than imagined. Contact us today to learn more!