It’s lonely at the top of the senior living sales funnel.
While most of the senior living providers we talk with these days have jumped on the content marketing train, many of them are still looking for the quick move-ins. We know they are out there, but they are often older adults who are in the midst of a crisis. They might find your site and convert to a move-in, but they tend to have shorter lengths of stay.
So what can you do to connect and engage with families earlier in their senior living decision journey?
Create content for the top of the funnel. For those folks who really aren’t even looking yet.
We know it takes more work to convert them, but it really is lonely at the top of the senior living content funnel. Communities just aren’t creating content for the early stages of the journey. And the trade-off can be you have residents that — gasp—move in early enough to enjoy and benefit from all your community has to offer.
Content for the Top of the Senior Living Sales Funnel
So, you are probably thinking to yourself, what is this top of the funnel content of which you speak?
While we don’t want to give away all of our senior living content secrets, here are a few ideas to get you thinking:
- Guides that focus on timely issues such as social media safety, the Mediterranean diet or how to choose a home security system
- Blog posts and long-form articles on topics like what vaccines are covered by Medicare, being single again or how to choose a senior-friendly pet
- Visual images you can pin on Pinterest — it’s a mostly female channel that is attracting an older audience than when it was first launched.
You get the idea right?
If you need some help creating unique, high- quality content that connects with seniors and their adult children, please shoot us a note. If we can’t help you right away, we’ll add you to our wait list and let you know as soon as space opens up in our ever-changing schedule.