Just as important as why an individual moves to your community is what they have to say about their decision after they move in. And as online social networking grows among seniors, those stories are going further, even faster. In fact, women over the age of 55 make up one of the largest-growing groups just on Facebook alone, according to the independent blog Inside Facebook.
In interviewing residents from senior living communities all over the country, I’ve learned firsthand that these seniors are a community’s greatest marketing asset. Their testimony is invaluable because, at the end of the day, it’s not maintenance-free housing that turns a prospect or lead into a resident; it’s an emotional connection. And while the face of senior living is changing, the heart remains the same.
To find out what’s coming up in your story, you don’t need to analyze your marketing budget, re-evaluate your next campaign or even get online. Just walk down the hall and knock on a resident’s door. They’ll give you a preview of your community’s next chapter for free.
People like being recognized. It’s a simple fact. People are often motivated to do good things just for the recognition. Senior living residents are no exception to this and typically are the best ‘sales’ people to spread positive accolades about the community and create a buzz of excitement. Happy customers are one of the most powerful forms of selling, because word of mouth is the single most effective form of advertising. Claims from existing customers offer instant credibility; it’s more than familiarity working in our favor — we are tapping into existing relationships, which can and do accelerate the decision making process.
Once the buzz is created in your community, nurturing it will be easy. Enthusiasm is contagious. If they love us enough to live in our communities, the enthusiasm behind their decision will very likely bring us new referrals that become new residents. Sometimes we just forget to ask for referrals. Simple, yes, but not often accomplished. In senior living, resident referral programs with simple-to-execute tactics and easy referral rewards can accomplish the goal. This keeps top-of-mind awareness through hosting events, executing clever reminders, and consistently increasing the odds of capturing these valuable leads. So, I’m asking, “What’s stopping you from increasing your referrals?”
Want to learn how to generate a buzz with your sales effort? Join me for my sales webinar, “Small Steps for Greater Sales Success.” I have many ideas to generate strong referral programs, as well as additional easy steps to reach your sales goals. Click here to register.
