Everyone (well almost everyone) is using the Internet to market their senior communities!
Assisted Living and Continuing Care Communities are perhaps the most sophisticated users of electronic media marketing and Skilled Nursing Communities the least sophisticated and least effective, with independent living someplace in the middle. For all of that, it is not clear that any community or company has found the magic bullet that allows them to dominate their market place through their web and email presence.
I recently spent some time looking at a number of web pages for senior housing communities and here are some observations:
1. They All Look More or Less The Same – If you spend some time looking at the web pages of communities in your local area, you can not help but quickly realize they all use the same language, have the same kinds of photographs and offer the same services. There are perhaps only three useful pieces of information: levels of care and services offered, pricing and location.
For all of this, websites are extremely important because if you don’t have one people will either not find you or will notice that you do not have a presence and react negatively to your community.
2. Some Sites are Embarrassingly Bad – While not having a website puts you at a huge disadvantage, having a website that sucks can cost you thousands of dollars per month.
Some of the most common problems I see are misspelling’s, bad grammar, photographs that make no sense and broken links (links to another page that does not exist). Perhaps worst of all is stale information. . . an invitation to the 2010 Christmas party, or press releases that are old. (Yes you should audit your web pages for this problem. It is something I have seen even with high end communities and professionally designed websites.)
3. No Facebook Page – There is some disagreement about what kind of presence a community should have on Facebook. Some companies worry they will not have adequate control and will only allow a corporate page. It makes sense to have some strong guidelines for an individual communities content, but a corporate page does little if anything to help with the marketing of an individual community.
4. No LinkedIn Page – Today having a community LinkedIn page is less important than having a Facebook page. Yet you can never tell where people will look for information on you community or just stumble across your community on accident.
Next week I will get begin to address content marketing specifically, talking about emails, blogs and website content.
A final important tip: Even if you don’t think you will ever use it. . . You should establish a Facebook page, LinkedIn Page and perhaps even a LinkedIn Group for both your company and your communities. You should do this so that when you are ready to go it will be available to you. Right now if you were to search for Senior Housing Forum on Facebook or LinkedIn you would find placeholder pages and a discussion group at LinkedIn. Those represent valuable real estate and should be protected.
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Excellent article. I totally agree with you that the senior housing websites often look very similar. I think communities have difficulty differentiating themselves from their competitors. They would be more successful if they were able to develop their unique selling proposition (USP to us marketers). Many community managers say it’s their service. But if many are saying that, it’s no longer different. They need to get more specific. What is it about their service that makes them different? It comes down to answering the consumer’s question, “If I move into your community, how will I be better off than if I go Happy Acres Retirement Community down the street?”
From LinkedIn Groups
Very timely article. Results of Innisfree’s Mystery Shops of our senior living and care clients’ communities – including skilled nursing – reinforce the need for attention to detail when it comes to an organization’s web presence; including responsiveness to information requests via the Internet. Senior living and care organizations must carefully plan, execute and maintain their web presence and content to have it act as an effective lead generation tool for all products.
Posted by Nicole
From LinkedIn Groups
Deena Neste (Principal at Mature Market Sales Source) wrote:
“Great topic Steve. This is certainly a big topic for our industry, especially since we know that 80% of Boomers and 49% of Seniors are online (source: eMarketer.com). AND a 2010 PEW Research Study (already outdated) showed that nearly 80% of adult internet users looked online for information about health topics such as a specific disease, treatment or solution.So, to reiterate what you said Steve, to be competitive these days, you must have a website and online strategy that engages and equips your prospects with the knowledge and information they seek to make informed decisions. I look forward to reading your series Steve.”
From LinkedIn Groups
Steve, this is a topic near and dear to my heart. So much so, that I just announced a new division in my company called Sell2Seniors.com, where we focus on creating websites that are specifically designed to appeal to the senior market. Senior-friendly sites that are interesting and appealing to the over-50 crowd. It’s not just about big fonts and simpler navigation (although those might be critical to your success), it’s about knowing the market and designing to reach them on a personal level. Most websites do this quite poorly.
Posted by Marianne
Marianne, until now i have a website that is “under construction” since I can not decide on how to do it best or who should do it best for me”. You see, having a smaller community – and having been actively involved in marketing my places, i have managed to keep my beds full. I am or I have been ready to have a website – just did not get to have someone do it. Comment about what you do or if you do website how much does it cost? i had offers before but knowing that i still have to do a lot of work “describing what i want in it etc – -just did not get to it. Help – is what i needed meanwhile my beds are full.
From LinkedIn Groups
Very timely article. Results of Innisfree’s Mystery Shops of our senior living and care clients’ communities – including skilled nursing – reinforce the need for attention to detail when it comes to an organization’s web presence; including responsiveness to information requests via the Internet. Senior living and care organizations must carefully plan, execute and maintain their web presence and content to have it act as an effective lead generation tool for all products.
Posted by Nicole
I disagree with this article on a few points. First I think that Independent Living communities are more advanced web wise, especially those with a buy-in element. Those communities tend to have more amenities, etc so it’s easier to tout on a website. You see them spend money on virtual tours and videos. Secondly, I disagree with the Linked In element. To me LinkedIn seems more geared to colleagues in your industry or B2B interaction. I would spend more time on facebook which has more interaction and a bigger reach. I don’t see much use for LinkedIn in senior living.
I will agree that websites overall are similiar, we all certainly need to do a better job differentiating ourselves.
From LinkedIn Groups
Steve – one of the key reasons we at BMA decided to completely revamp our website and to begin using the Social Media is that we were hearing from our prospects that they looked us up in the Internet before making a decision to either stop in for a visit or give us a call for information.
We have seen an increase from less then 225 visits a day to an average of about 8,000 the past two months.
Posted by Rick
From LinkedIn Groups
Considering how quickly search is evolving and with the adoption of social media; how do you envision search changing in 2012?
Posted by Bradley A.