Chris Young
The lead generation strategies for senior living facilities have changed so much in the last 20 - 30 years that they’re nearly unrecognizable.
However, after working with dozens of different centers across the country, we can confidently say which strategies work and which are better left as benchwarmers. The market dynamics for senior living centers have become more focused on the long-term comfort of the residents and reassuring their families about the decision. As a result, facilities must excel with the messaging and targeting efforts to reach the right people. There are potentially dozens of different lead generation methods available, but in our experience, the following are the most effective and generate the best ROI.
The first item Senior living centers should prioritize is their websites, which are the virtual front doors of the company. The website, like it or not, will frequently be the first impression that a prospective resident or family member gets of the facility; a good experience could make them visit and a bad experience makes the center easy to reject.
When designing a website, the focus must be on the needs of the target audience. Clear, bold navigation helps users find essential information about amenities, the admissions process, and caregiver resources. High-quality imagery showcases the vibrant community, complemented by succinct, scannable copy highlighting unique selling points. Mobile-friendliness is also important, as many older adults and their families use smartphones and tablets for research. A responsive, easy-to-navigate mobile experience can determine whether a prospect continues their journey with the community or moves on to another option. Additionally, the website should effectively educate visitors and encourage actions such as scheduling a call or a facility visit. All of these aspects come together to create a website that is user-oriented and makes it easy for the visitor to make the next step to request more information or visit the center. While the website is key to generating new leads, people must first find out about the website which is where PPC, SEO, and household remarketing are helpful.
Pay-per-click advertising for senior living facilities is one of the best ways to attract new residents and drive them to the center’s website. PPC advertising for Senior living facilities has several advantages. First, PPC ads offer an excellent return on investment for the average company; however, senior living facilities are in a unique position where the ROI can be (and likely will be) substantially higher. The average ROI for a PPC campaign is 2:1 meaning that for every dollar spent, 2 dollars in revenue are generated. However, the lifetime value for each resident in a senior living facility can easily reach into the five-and-six-digit-figure range making the ROI substantially higher for senior living.
PPC ads are also very convenient to run and, unlike traditional media and content creation, they require minimum lead time to get them up and running. Finally, PPC ads can be highly targeted to appear to people who qualify themselves with relevant search terms such as “senior living centers near me.” Demographic selection is another major feature that makes PPC advertising an outstanding option for senior living facilities. This allows different companies to target the search audience based on several demographic factors such as gender, interests, location, and perhaps most importantly, age.
To fully capitalize on the potential of PPC advertising, it’s crucial that website and landing pages are directed to align with the ads that brought them there. These pages should seamlessly reflect the themes of the ads, featuring visually appealing imagery, concise and informative content, and clear calls to action to guide prospects through the sales funnel. Continuous testing and optimization of landing page design, messaging, and conversion elements are essential to determine the best strategies for driving inquiries and admissions. This iterative approach ensures that the landing pages remain effective and responsive to the needs and behaviors of potential residents.
Search engine optimization (SEO) is another way that senior living communities can enhance their online presence and generate more qualified leads. By optimizing website content, keywords, and local search visibility, these communities can rank higher in relevant search results and connect with a broader audience of potential residents and their families. Effective SEO starts with thorough keyword research to identify the terms prospective residents and their loved ones use when searching for senior living options, often tied to specific geographic locations. Incorporating these keywords into website text, headers, titles, and meta descriptions is crucial. Creating engaging and informative content that addresses common questions and concerns further boosts SEO relevance and credibility, improving organic search visibility.
Beyond on-site optimization, developing a strong backlink profile through collaborations with local organizations, news outlets, and industry publications is vital for enhancing search rankings. Senior living communities should also focus on optimizing their local search presence, such as maintaining an updated Google Business Profile, to attract residents in their area. Regularly monitoring SEO performance and making data-driven adjustments ensures sustained and improved search visibility, aligning the digital presence of these communities with the search behaviors and informational needs of their target demographic.
Implementing an effective lead generation strategy is part of a larger marketing and growth plan for senior living communities and is necessary to stand out. Selecting the right approach in this strategy requires carefully evaluating tactics like pay-per-click advertising, search engine optimization, and household remarketing, and tying all of these together with an excellent digital presence. To help solve this challenge, working with a senior living digital marketing agency like Be More Digital can create a shortcut to success and minimize the need to hire and train an in-house marketing team. Get in touch with Be More Digital today to learn more about how we can help your senior living centers grow consistently and predictably, or take a look at one of our senior living case studies to see past success stories.
.png)
