As the baby boomer generation ages, the need for assisted living facilities is rapidly rising. However, there are many challenges to marketing a senior housing business. For example, you may be competing with other facilities for limited top spots in search results.
However, you can increase your conversion rate with a strong marketing strategy. A well-thought-out plan includes all aspects of digital marketing, from responsive web design to social media marketing and search engine optimization strategies.
In this article, we’ll discuss some of the challenges of marketing for an assisted living community. Then we’ll offer some advice on developing an effective plan. Let’s get started!
The Challenges of Retirement Home Advertising
Retirement living facilities present unique marketing challenges. Seniors can be reluctant to move into senior living housing, because of the stigma of getting older and the fear of losing their independence. Therefore, you need to be very careful to keep your marketing positive and specific.
Another challenge is that often, you’ll have to market to two very different audiences. That includes not only seniors, but their adult children as well. An adult child will often conduct the initial research, but will ultimately show it to their parents when they’re ready to convince them to move in or schedule a visit.
Creating a plan to appeal to both audiences and overcome their potential resistance to assisted living requires some extra care. In the next section, we’ll give you a few ideas for developing your facility’s marketing strategy.
How to Develop a Marketing Plan for Senior Citizen Housing (4 Key Tips)
The marketing plan for your senior residential care facility will need to highlight its unique qualities, as well as the ways in which it can add value to the lives of residents. In order to accomplish all of this, you can follow the four steps outlined below.
1. Perform a Target Market Analysis
Target market analysis is a research strategy for discovering everything you can about who your audience is. You’ll want to consider demographics such as age, income level, location, and the special interests of the people you’re hoping to reach. This can help you target your marketing more specifically to their needs.
When it comes to marketing channels such as ads, social media, and even email, targeting can significantly increase their effectiveness. You can improve your conversion rate by catering to a specific set of people who you know are most likely to be interested in your facility.
2. Identify What Sets You Apart
As more and more senior assisted living facilities enter the market, it’s important to stand out from the competition. Your website and brochures should highlight the benefits of your specific location, in order to demonstrate what makes it more desirable than your competitors.
Any classes, activities, or events you put on can be a draw for seniors who are worried about giving up their social lives. You may even want to consider catering to a niche demographic, such as seniors who like performing arts.
Mentioning any special assistance for a particular medical condition can also help you stand out. For example, if you provide additional care for those with Alzheimer’s or Parkinson’s Disease, make sure to list any medical facilities, equipment, and specially-trained staff you have.
3. Make a Search Engine Optimization (SEO) Plan
If your facility is not appearing on the first page of search results, people are less likely to find it. Incorporating long-tail keywords, obtaining high-quality backlinks, and keeping an SEO optimized blog can all help you improve your site’s visibility, and therefore your conversions.
Maintaining your SEO can be difficult and time-consuming, however. With that in mind, our search marketing services can help you create a plan to increase your site’s rankings. We’ll also help you implement that plan, so you can focus on your residents.
4. Consider Your Digital Marketing Channels
Digital advertising such as social media marketing is extremely cost-effective when compared to traditional strategies such as postal ads. With that being said, it can be helpful to hire professionals to manage your online presence. Any money spent on marketing can pay off over time by increasing your conversion rate.
The internet is often the first place that adult children turn to for researching senior residential facilities. Additionally, a growing percentage of seniors are using smartphones or other devices. Therefore, it’s crucial to have a strong presence on platforms such as Facebook, Instagram, and Twitter, in order to catch the eyes of those potential leads.
How to Decide When to Go With the Pros
It can be challenging to develop a marketing plan all on your own. Hiring a full-service firm such as ours here at Lead to Conversion can help you build an effective marketing strategy and one that works to improve your conversion rate.
We also have a strong track record of working with senior citizen facilities. For example, our marketing plan helped the Riddle Village lifecare retirement community see a 400% growth in visibility. This led to increased site visits and contact requests. If you want our help increasing your own facility’s leads, you can reach out today for a marketing quote.
There are many techniques to consider for your senior living marketing plan, from your website’s design to social media marketing. These strategies make it easier for potential clients to find your business, and can also ease some of the stigma associated with assisted living.
Four steps you should take in building a successful marketing campaign to seniors include:
- Performing a target market analysis
- Identifying what sets you apart
- Making a Search Engine Optimization (SEO) plan
- Considering your digital marketing channels
Do you have any questions about developing a marketing plan for your senior residential facility? Let us know in the comments section below!