Important Tips on Senior Living Marketing and Operations Audit Strategies
Although the senior citizen population is increasing yearly, many of the senior living facilities are recording low occupancy. This is mostly because the prospective senior residents are not aware of the existence of this facilities. Furthermore, those who know of its existence are not aware of the quality of service provided. In essence, the senior living communities do not take proactive initiatives to create awareness concerning their facilities. This gap can only be taken care of by strategic marketing and operations audit approach.
Like any other business, assisted living community centers should invest human resource, time and money on effective marketing. The marketing strategy should be carried out online as well as through physical advertising media. The marketing team should ensure the community website is well organized, has relevant information and attracts traffic.
Even though some family relations to the senior citizen may have easy access to online adverts, the online campaigns may not reach the potential senior residents. A physical advert platform may be more attractive and may arouse the interest of the senior resident. The community sales and marketing team should ensure they follow up and address both favorable and negative comments in positive light. This will help alienate any fears that potential resident and families may have. The facility can also consider using the satisfied residents as brand ambassadors for the community.
In order to make the final sell, the community management should embark on customer satisfaction. Firstly, all facility personnel should be well-trained and have the necessary passion and experience to handle senior residents. This should include non-care givers such as receptionist and the marketing team. The staff members should be friendly, respectful and transparent, in order to give the potential occupants the relevant information to assist in decision making.
The sales staff should create a rapport with the potential senior residents and their families. They should be keen to detail and should be able to establish the likes and dislikes of the seniors, within a short period of interaction. They should respond to queries truthfully and politely to get rid of any fears the seniors and their family members may have. After assuring the potential resident of the support that he or she will receive at the independent living community, the sales personnel should politely make the sale. This can be done by politely enquiring when they should expect the resident or when they would be comfortable to join.
To ensure smooth operations, the Senior Living management should audit and monitor the return on investment in the existing marketing strategies. This can be done by associating the physical or online awareness campaigns with the signup. They should take negative customer comments in a positive light by improving the area of concern. Read more here: https://en.wikipedia.org/wiki/Retirement_community.