How does your senior living business run its marketing efforts?

Attracting and converting potential residents into your senior living community requires a well-structured marketing approach. The Senior Living Marketing Funnel helps guide families through their decision-making process, from the first moment they hear about your community to becoming happy, long-term residents.

Here’s a simple breakdown of the four key stages and how you can optimize each for success.

Awareness

What is it? This is when potential residents and their families first learn about your senior living community. They may be searching online, asking friends for recommendations, or even driving past your facility. Your goal at this stage is to introduce your community and its services to the right audience.

Goal: Make your senior living community visible and easy to find.

Strategies:

Optimize your website for search engines (SEO) and keep your Google My Business listing up to date.
Stay active on social media platforms like Facebook, LinkedIn, and Instagram.
Create helpful blog posts and videos about senior living options.
Run targeted ads on Google and Facebook to reach potential residents.
Participate in local community events and networking opportunities.

Consideration

What is it? At this stage, families are researching different communities, comparing options, reading reviews, and gathering information before making a decision. Your goal is to build trust and educate them about why your community is the right choice.

Goal: Provide valuable information and establish credibility to stand out from competitors.

Strategies:

Offer virtual and in-person tours to showcase your community.
Share resident testimonials and success stories to build trust.
Provide free consultations or assessments to help families make informed decisions.
Host educational webinars and live Q&A sessions.
Create easy-to-read comparison guides on different types of senior living (e.g., independent living vs. assisted living vs. memory care).

Decision (Conversion)

What is it? This is the point where families make their final decision and choose your community over others. You want to make it as easy as possible for them to take action.

Goal: Convert interested leads into residents.

Strategies:

Include clear call-to-action (CTA) buttons on your website (e.g., “Schedule a Tour” or “Call Now”).
Make it easy for families to contact you through multiple channels (phone, live chat, online forms).
Be transparent about pricing and services to avoid confusion.
Follow up with personalized communication to answer any final questions.
Offer move-in specials or short-term stays to help with the transition.

Advocacy (Retention & Referrals)

What is it? Once a resident moves in, their satisfaction plays a huge role in your future success. Happy residents and families can become your best advocates, referring new residents to your community.

Goal: Encourage satisfied residents and their families to spread the word.

Strategies:

Conduct resident satisfaction surveys and make improvements based on feedback.
Create a referral program with incentives for families who refer new residents.
Stay connected with families through newsletters and community events.
Encourage happy residents to leave online reviews on platforms like Google, Facebook, and Yelp.
Foster a strong sense of community to ensure long-term resident satisfaction.

Building an effective Senior Living Marketing Funnel isn’t just about attracting leads—it’s about guiding them through each stage with valuable content, strong communication, and an exceptional experience.

Need help optimizing your marketing strategy? EngAging Media Group specializes in helping senior living communities grow their visibility, attract qualified leads, and convert them into happy residents.

Let’s build a marketing strategy that fills your community and keeps residents happy!

Senior Living Marketing Funnel

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