We’ve just closed the book on the first three months of the year. If you created and executed a marketing plan in Q1, you should have some data reflecting its impact.
While businesses are still being affected by COVID-19, the end of the pandemic is on the horizon. However, we have no way of knowing what lies ahead as we emerge from this challenging period in the nation’s history.
Based on our experience working with senior living professionals over the past 12 months, here are three senior living planning tips you should incorporate into your marketing strategy. These will help you position your community for growth in the second quarter of the year and beyond.
Senior living planning tip #1: Assess your success
The saying, “If it ain’t broke, don’t fix it,” definitely applies here.
Continue marketing activities that helped you reach your Q1 goals for lead generation, prospecting, and move-ins. If something is working, there is no reason not to keep doing it. In fact, you should take a minute to celebrate your success. You planned and executed – and achieved results.
On the other hand, you should pull the plug on any promotions or campaigns that failed to move the needle. As Forbes points out in, “Struggled in Q1? Here’s 12 Tips For Bouncing Back in Q2”, not meeting your quarterly goals can be very disappointing.
But you need to determine what went awry and come up with a plan of action.
Senior living planning tip #2: Prioritize unmet goals
Very few marketers always reach their targets. (If you know any, please tell us about them.) For the rest of us, when we either fall short of what we hoped to achieve or simply haven’t had the time to devote to specific goals, it’s time to assign them a priority.
For example, with pandemic-related restrictions being lifted in many areas, you may be able to resume in-person educational events and community tours. This means you can add these activities back into your marketing mix.
But as we’ve cautioned before, don’t assume virtual events and webinars will go away as businesses begin welcoming consumers back to their physical locations. Older Americans grew accustomed to online communications during the pandemic, and many now enjoy learning more about senior living options from the safety and comfort of their homes. That’s why webinar solutions are growing in popularity with our clients.
LeadingResponse senior living clients who combine direct mail and online campaigns to reach a wider audience are seeing excellent results. We’ve also launched a webinar subscription plan to give you options based on your needs and budget.
Senior living planning tip #3: Brainstorm with the team
As a senior living marketer, you’re tasked with finding leads for your sales representatives to close. While the process did not change, the pandemic altered how you sourced your leads.
The start of Q2 is a good time to sit down with your leadership and sales teams to discuss how you’ll market your community going forward. For example, there could be some promising leads coming from your website. Not the folks who fill out forms or leave contact information, but those who browse and depart without taking any action.
Using a retargeting program such as VisitorConnect can identify these elusive prospects and furnish you with their contact information. Then you can reach out to them with a personalized mail piece with details about your community.
We know the senior living market
The team at LeadingResponse has many years of experience working with senior living professionals. And we’ve gained even more knowledge as we’ve navigated the changing business landscape alongside our clients over the past year.
Use these senior living planning tips to understand where you are right now and how to proceed with confidence in Q2. Interested in learning more? Discover how we partner with communities to execute marketing campaigns that achieve their occupancy and revenue goals.