Change. It’s a fact of life. We’ve all experienced it, even when we didn’t want to change. And it’s one of the biggest obstacles your sales team faces in converting leads into new senior living residents. Because change is hard (duh!). But change also offers the promise of new possibilities. So how do you make it easier for your leads to say yes? We have thoughts about that very thing.
Recognize Change
Did you know that one of the benefits of vacation is the opportunity to think more clearly and creatively? I tested this recently by spending a week at the beach (my happy place) with those I love the most. It gave me a chance to be in the moment and unwind. Lazing in the sun I thought about how precious this moment was. And I realized that one reason I appreciated this unfocused time was because of change.
This fall, my eldest daughter will begin her career as an elementary school teacher. She’ll be managing her own classroom, building a new life and testing her wings as an adult. That’s a lot. The apron strings are getting longer and looser by the day, and to be honest, I’m not sure I am ready for it.
My younger daughter is facing different changes. She’s still exploring, learning and testing which future path is right for her. For me, understanding when to step in and when to step back are changes I am facing. I know a hug and a cookie can no longer solve all their problems. And that reminds me that one day, hopefully far in the future, they’ll be looking at me and wondering how to help me adjust when it’s time to consider senior living. And that future change is the one facing your audience. How do you get them to accept change?
Accept Change
Accepting change is something we do our entire lives. Babies reframe their view by rolling over and pulling themselves up. Teens lash out as they move from the comfort of the known and test new boundaries. (And yeah, hormones.) Adults, I’d like to think, approach change with acceptance and commitment. And yeah, fear and sadness are there as we adapt to new circumstances.
Seniors actually have an advantage when it comes to change. After all, they’ve been dealing with it for decades. So leaning into that experience can be the key to converting a potential lead into a happy resident. But that means we need to approach the entire equation in a different way. Instead of the same old meaningless marketing phrases and bland luncheons, it’s time to reframe what it is we’re doing.
Reframe Change
Doing the same old thing and expecting new results is a recipe for a stale marketing funnel. So let’s embrace change in how we think about marketing senior living:
- Acknowledge what we’re asking them to do: leave their home, neighborhood, and the comfort of the familiar for something different. Maybe something smaller. Definitely something more communal. Remember what it was like to move from home into a dorm?
- Offer stressless solutions for the most common reasons why they’re not ready to move. Moving is one of the most stressful activities of our lives. Flip the fear of the unknown into something desirable by offering proactive solutions instead of advice.
- Simplify the process for your prospects. Today, more than 83% of major decisions begin with an online search. Google, social media, videos, pricing and reviews inform their decision journey. Help them by providing concrete information and images on the platforms of their choice.
- Tell a specific and engaging story to provide a compelling answer before they can ask “Why should I move to your community?” That means speaking to the right audience on the platforms of their choice. Providing a relevant answer when they’re in search mode gives them a reason to reach out to you!
- Deliver on your promises. The underlying assumption in senior living is that living in your community is better than staying where they are. Instead of trite phrases and stock photos, showcase real life within your community that matches your marketing promises.
Change is hard. But it can be the right thing. Are you ready to change how you’re approaching your audience, or you want to better understand the ideal audience for your community? We can help you get your message in front of an audience ready to listen, and more importantly, ready to take the next step. Give Maribeth a call or email her today so you can take the next step to success.
