What Every Senior Living Marketing Team Must Understand About Making a Great First Impression
You’ve heard the saying, you have only one chance to make a good first impression. Right? We all know that many companies fail at this – big time! And it’s definitely true for senior living. Here’s how your senior living marketing can make a great first impression.
Consider this. Before a family ever reaches out about your community there is a whole bunch of crazy stuff going on with them.
Maybe it’s the death of their spouse or a health issue that’s prompted the inquiry. Add to that the shame, guilt and fear of the adult children for even considering senior living for their parent.
By the time they inquire about your community they’ve already developed all kinds of preconceived notions about who you are – accurate or not.
Maybe they remember visiting a grandparent in a “nursing home” as a kid. Ugh! Maybe they believe that as soon as their loved one moves-in they’re going to die. They will ask friends and family, who have their own preconceived ideas. They will Google reviews about your community and read all the negative ones first, just looking for validation.
By the time, they reach you all of those tainted impressions are swirling in their heads. What can your senior living marketing team possibly do to pull off a great first impression?
Is your community managing your online reviews? That means setting up alerts whenever someone throws down a review on your community. And when they’re bad, it’s usually smart to respond by taking the high-road, showing empathy and keep it short and sweet. If those negative reviews have any truth to them, fix the problem. You want to eliminate as many obstacles as possible to make the family want to move-in.
Chances are your team got into senior living because they’re caring people. Time and stress can wear all of us down. Make sure your salespeople and receptionist are showing sensitivity and using emotional intelligence during this super sensitive, emotionally charged moment in for a family. Sherpa is a group that will train your team on what it is and how to do it.
Since no one works 7 days a week and we can’t predict when a family may call, it’s critical that every team member take copious notes when they speak with a family. The last thing they want to do is repeat their entire story because your team members aren’t communicating with one another. Since every family’s situation is unique, your salesperson needs to be fully aware of all the family has been through up to this point.
Your senior living community can have all the amenities, fresh paint, new furniture but if the reputation and initial contact isn’t attended to, it’s a waste of time.
Communities that manage their reputations and give each family the time and attention they need for their unique situation will have a better chance of building the trust a family is looking for to make such an important decision.
If your community needs support in reputation manage, emotional intelligence, or tracking the family information, SeniorVu is here to help. We would love to show your senior living marketing team how our technology can help your community make a great first impression. And if you’re like us and really want to geek out about the developing technologies to improve the customer experience, check out this recent article in The Wall Street Journal. And one in Forbes about ways to amaze your customers.