As I knock around senior communities and conferences, the complaints about the cost of pay “per move-in” lead generation sites is a regular theme. It has been a bit hard for me to sort out, particularly because I have a financial relationship with Caring.com.
There are two big “pay per move-in” players in the world of senior living, Caring.com a Senior Housing Forum partner and the other company.
As I knock around senior communities and conferences, the complaints about the cost of this service is a regular theme. It has been a bit hard for me to sort out, particularly because I have a financial relationship with Caring.com.
Here is why it is so jumbly for me:
- Like it or not, pay per move-in companies are here to stay. If these two big ones closed down tomorrow, in less than 30 days there would be replacements.
- Consumers actually like having a central place they can go to explore their options from their couch or their desk.
- Consumers like having someone they can get information from who is not tied to a single community.
- Each move-in does cost the community some serious dollars and, for many senior living communities, it feels like they really have no choice but to be a partner with Caring.com and/or the other company, because if they don’t, they will lose business to other partnered communities.
Maybe It’s Worth It
IEven with Caring.com as a partner, I need to state three core premises:
- If you can get full and stay full without using a pay per move-in lead generation you should not be spending the money with a pay for move-in company.
- If you are in a small market and you are doing everything right — building personal relationships with seniors, family members and referral sources — you probably don’t need a Caring.com type of service.
- While we in the industry know who all the players are, it does not mean that consumers are even close to knowing what’s available or even what questions to ask.
- Hoping I don’t offend too many people . . . the reason these services got started and have flourished is because senior living communities did not put enough effort into becoming a huge part of their marketplace community.
In addition, too often making a senior living decision ends up happening under extreme duress. There has been a significant change in an individual’s health condition or family members have been out of touch and didn’t realize how much their loved ones capabilities had diminished.
Part Two: The value proposition of pay per move-in.