Experienced industry marketers have pointed out that marketing automation is the next generation of senior living marketing strategy. Without automation, senior living sales teams are missing opportunities to reach potential clients and key decision-makers. And that affects your bottom line.
Marketing automation offers insights into the behaviours, interests, and needs of individual leads. That kind of information is critical when your sales team is trying to convert a lead into a move-in. If your sales team knows exactly what the lead wants, converting that person becomes much easier.
Why Automation Helps Increase Conversions:
You Can Personalize Your Communication
By tracking what your website visitors request about your property off your website, you can follow where that lead is at in their buying process. The more touchpoints you offer on your website, the more data you can obtain from your prospect. And that data makes it possible to market back to them on a personal level. This type of personalized communication makes a real difference in senior living marketing.
Move Your Prospects Through The Sales Process Faster
Helps seniors move through the sales process faster. Seniors, as well as their adult children, love to get timely responses to questions and content. Automation makes this easier by engaging interested seniors with relevant content and gauging their responses. Quick engagement with high-quality information will help the lead reach the decision point faster. And that is critical in senior living marketing these days.
Allows You To Nurture Your Leads To A Close
It is more than likely your prospect is looking at more than one senior living community. A carefully crafted set of emails will help to keep your brand top of mind and educate your prospect on your unique selling points. This helps nurture the lead further down the sales funnel. As they reach the decision-making point, you can provide targeted information and the option of contacting a salesperson to talk further.
Provides Critical Insights into Individual Leads
Marketing automation software can track what web pages a lead has the most interest in and which offers they signed up for. This information offers critical insights into what is of most interest to the lead. One lead might be interested in a small single bedroom apartment and the social programs. Another lead might be interested in a larger unit and what healthcare services are available. The sales team can use these details in making their pitches and converting a lead into a move-in.
The power of marketing automation is the ability to gather information and nurture leads through the sales process. Then, the sales team can leverage and gather information to convert the sales-qualified lead into a paying resident. Making this critical link between marketing and sales is why marketing automation is so critical in the senior living market today.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.