Today, “content marketing” is considered a bellwether business strategy by growth experts inside and outside the senior living space. However, a key question remains for many senior living communities today. What is it really, and how can I harness content marketing...
One of the most important yet underappreciated elements of the senior living sales process is the identification of the original source of a lead. Did the prospect’s interest in your community originate from an ad in the local newspaper, a digital marketing campaign,...
If you’ve been involved in the senior living industry for awhile, you know that expectations for what a community provides have changed. Years ago, the conversation revolved primarily around meeting the physical and medical needs of residents. That’s still obviously...
Your prospective customer has a need. You have a product or service that meets their need. They hand over a check to purchase your services. Their need is met. That’s the A-to-Z progression of a lead’s buying journey. The thing is … there’s a whole heck of a lot that...
Years ago, one of my professors at the Wharton School used the expression, “garbage in, garbage out” to describe the importance of using high quality data as the foundation of actionable market research. His point was that your research findings and conclusions are...
These days, every senior living provider, from assisted living residences to continuing care retirement communities, and everyone in between, has a website. But just having a website, regardless of how attractive it is, is not enough. Your website has to work...
