Hands up… how many senior living marketing and sales professionals out there follow Seth Godin?
I know our crew has for many years. His advice is always spot on for our industry and most others.
When this image popped up on Twitter, it made me think about how important it is that families trust whatever senior living community they eventually settle on for their loved one.
And since we know how many searches for senior living now begin online, conveying trust on your website isn’t just a sales strategy. You must find ways to show adult children you can be trusted with someone who is precious to them. That is doubly so if the senior has Alzheimer’s disease and has lost their verbal skills.
So what can you do to create trust on your senior living website?
We put our noggins together during our editorial meaning this morning to come up with a few ideas:
- Senior Living Blog: Have a top-quality blog that allows seniors and their adult children to self-educate. And, no… not a place where you pitch your community every third sentence. A truly educational senior living blog is one that covers topics of interest to families: fall prevention, medication management, home safety, aging well, eating right, and similar topics.
- Senior Living Toolbox: The search for senior living can feel overwhelming to families. Especially those who’ve never even considered senior care for a loved one before. Make it easy for them to learn more about the types of senior care that are available, and which one might be a good fit for their loved one. If it’s home care, be straight up about it. You might not convert them now, but if you keep in touch and position your community as an expert, you likely will when in-home care is no longer the best option.
- Pricing: I feel like we might get rocks thrown at us for putting this one out there, but families want more transparency when it comes to pricing. So at least include a starting point or range on your community pages. Don’t waste their time or yours if the bottom of your price range is out of their reach.
- Don’t Share their Information: We all know there are a few referral services out there that put a family on blast as soon as they fill out a request for information. Rumor is a few are even selling their mailing lists now. Don’t be that company. Be pleasantly persistent. Be a resource. But don’t be a shark…
So make time before we head in to the busiest months of the spring and summer lead season to have a few folks honestly and objectively review your senior living website.
Does it say what you want it to?
Join our waiting list…
While it’s a good problem to have, it’s still a problem for us… we can’t accept any new clients until our newest writers and editors are up and running. But we have started a wait list. Drop us a note if you want to learn more and get your name on our fancy schmancy wait list…which is actually a white board on our Senior Editor’s desk.
p.s. Our apologies if you received our brand-spanking new e-newsletter twice last week. Our Mail Chimp lists got a little tangled up. But —fingers crossed — we think we have it fixed!