What the next five years hold in store for senior living marketing is hard to say, but one thing is certain, the role of online marketing will grow in importance. One key area for marketers to explore and understand is the connection between proactive marketing and prospect visits to the community’s web site. The days of tracking the success of a marketing effort based on phone calls may be ending. Like all consumers, seniors are finding the Internet to be a convenient means of exploring an offer or organization before committing to personal contact. A recent study from an allied field of senior living, non-profit fundraising, puts this in context. The survey, initiated by NonProfit Times, asked individuals whether they investigated an organization online before making a donation decision. The study found that 21% of adults 65 years of age or older went online before making a decision. This is compared to 44% of all adults in the survey. However, the telling figure is the growth from 2005 when the survey was first conducted. In that year, only 8% of adults 65 years of age or older researched an organization online. This represents a near tripling of the audience exhibiting this integrated behavior.

It is becoming evident that senior consumers are visiting web sites in response to marketing messages. Because of this, the role of a community’s web site is growing in importance. But unlike a phone call that allows for personal interaction with staff regardless of how minimal, a web site visit is anonymous until a prospect chooses to identify themselves. Converting this traffic to viable leads is critical to leveraging the marketing investment that generated the visit in the first place. Paying attention to this fact will be as important as phone skills have been in the past. How can you engage these visitors, provide value while they are there and encourage them to take a next step?

In the world of senior living, we often forget that, just like in any other business, there may come a time when an issue or crisis may arise. We all relish in obtaining positive publicity and jump at the opportunity to share our story. But what if the publicity isn’t so positive? Is there a plan in place to handle the situation?

It is really important for all senior living communities to have a crisis communications plan. Earlier this year, a fire broke out at a senior living community near Detroit. News clips showed fire fighters rescuing residents and carrying them down ladders from fourth story balconies. Residents were displaced and it seemed pretty chaotic. When interviewed by reporters, the community’s spokesperson seemed to be prepared in handling all the questions: Where will residents stay? What about their medication? How did the fire start?

BUT, what if you don’t have all the answers?  How will you respond?  Or, what if the situation isn’t as traumatic as a fire, but rather a lawsuit? Do you know who will answer the media’s questions then? And, have you thought about all the various audiences you need to communicate to?

It is not a matter of IF a crisis will happen, it is a matter of WHEN. Having a well thought-out strategic plan makes the situation a bit more bearable. Don’t wait until you find yourself trying to stay ahead of the questions — be in control and have the plan ready to roll out. It truly makes a difference.

In marketing, there are numerous examples of companies that never figured out just what business they were in, such as IBM that thought they were in the computer business only to realize too late they were in the information management business.  Xerox on the other hand saw that they weren’t in the copier business; they were in the document handling business.  IBM took it on the chin and Xerox thrived. 

This was brought to mind when considering the growing number of alternatives being explored to deliver in-home services to seniors, alternatives that challenge the industry moniker – “senior housing.” A large portion of the industry’s assets are grounded in the physical proprieties, the housing.  Yet many of the benefits offered are delivered by the existence of the community - the staff and residents themselves. Recently, virtual retirement communities have gotten some press. This concept allows individuals ready access to social opportunities and caregivers through a defined provider, yet they remain in their home.

It is wonderful to see so many providers in the industry exploring new models and alternatives in response to consumer demand.  Perhaps these are the organizations that have embraced the other moniker used to describe the industry – “senior living.”

What business are you in?

85-year-old Shirley Simeon has many stories to share. She is an older adult in Chicago who isn’t letting age get in her way of constantly thinking about and working on her next project. She admits that, physically she has less energy, but she’s not letting that get in her way. Having the honor of spending one afternoon with her certainly has me convinced that she is someone we should all admire and aspire to be like.

Academia has always been part of her life and she holds a Ph.D. in psychology. She is currently writing a pamphlet that she would like to see distributed in doctor’s offices. It is essentially a helpful guide about aging gracefully.

Shirley says her life is like the Frank Sinatra song, “That’s Life”. Shirley played the song for me on her CD player. She just nodded her head and smiled as Sinatra belted out the refrain: 

I’ve been a puppet, a pauper, a pirate, a poet, a pawn and a king
I’ve been up and down and over and out and I know one thing
Each time I find myself flat on my face
I pick myself up and get back in the race.

Shirley has children, grandchildren, has worked with city leaders, and had a private practice. She says life is a roller coaster. And what a ride it is! There is wisdom and growth that comes from such a ride. Just hearing a snippet of her life on the ups and downs is very intriguing. Imagine what so many other stories are out there for older adults to share. Every senior living community is a gold mine when it comes to interesting resident life stories. Take the time to find just one nugget. It’s a unique way to learn and more importantly a way to reach out to those who want to remain engaged. Shirley has many stories. Is there a Shirley near you?