Many of the websites we see have a senior living content strategy that focuses only on the top of the funnel. (While we aren’t necessarily onboard with referring to content in terms of a funnel, we know much of the senior living industry uses that terminology.)
Attracting and engaging families early in the process is definitely a great strategy. Inbound marketing lets people find you when they are searching for answers.
But it’s also important to make sure your senior living content strategy includes topics that are relevant to families who have already placed a deposit or are getting pretty close.
That’s because we all know how many things can go wrong between deposit and move in.
Today’s article is the first of a two-part series with meaningful tips for converting a family lead to a move-in.
Senior Living Content Strategy for the Decision Making Stage
A few ideas to write about over and over include:
- Advice for downsizing: We know just the idea of packing up a senior’s home can paralyze families and delay a move. Share some helpful tips for making that easier.
- How to hire a senior-friendly realtor: The transition can go much more smoothly when you have a real estate agent who understands the process. This would be a great addition to a series of blog posts on preparing for a move.
- Utilize a senior move manager: Do you have a partnership with a local senior move manager or offer that service internally? Blog about it at least once a quarter. Be sure to send out the links to it in an email to hot prospects.
- Beyond the estate sale: What to do with all of the extra “stuff” is always an issue. Create a guide or blog (or both!) that gives suggestions. eBay, Facebook garage sales, local charities, and every other resource you know about make for great content.
- Hire a moving company: We know moving is tough at any age, but more so when you are older. Hiring the right moving company can make a big difference. Create some content that discusses ways to do that with links to review sites.
- Get involved before the move: Fear of change and a fear of the unknown can derail even the most thoughtfully planned decisions. Create a blog post or a checklist of ways a prospective resident can get involved in your community before moving day.
- Address adult child fears: Let’s face it, the senior isn’t the only one who can develop cold feet. Make sure your senior living content strategy addresses their adult children’s fears too. Guilt is a powerful emotion. If an adult child’s guilt about not caring for their parent overwhelms them, it can derail the move. Visual content showing happy residents is one idea. You might also want to consider setting up a Facebook group for prospective families, and inviting a few of your best family advocates to join too.
Make sense?
The idea is to think beyond content that is intended to capture new, early leads. To creating a senior living content strategy that targets families who are in the final stages of moving forward.
Next week we’ll talk about content that helps post-move. Tips for helping families work through struggles common in the first month or so after their senior loved one moves in.
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Shelley