We are really stepping in to it this week aren’t we?
Whether or not to publish assisted living prices is such a hot topic even the ladies on The View would avoid it!
Whenever this topic comes up, we have people who are ready to fight us about our answer.
We come down on the side of publishing assisted living prices —- at least a range or a starting point.
Here’s why we think your website visitors deserve information on pricing.
Why You Should Publish Assisted Living Prices
We’ve heard it all over the years, including that some communities won’t even give a baseline price over the phone. They require families to complete a tour before even discussing price.
Why? Why would you ever do that to a family? Or to your own staff?
While there are options that help people finance assisted living and a strong case to be made for explaining everything that is included in fees in person, the senior still needs to have the income to pay their monthly fees.
Over the years we’ve done a variety of focus groups talking directly with seniors and their families about clients’ sites. The elements and information they like, and those they don’t.
What do we hear over and over that turns them off?
Yep, a lack of transparency about pricing.
Our unofficial research found that three out of four adult children were turned off by what they perceived as a lack of transparency when it comes to publishing assisted living prices.
The digital age has changed how seniors and their families shop for assisted living. Almost every search starts or eventually ends up online.
Families want answers. It really is as simple as that.
You can make the argument that assisted living pricing is complex—and it is—but you must provide at least a starting point or a range.
Need more proof?
Lead InSite analyzes senior living industry website behavior analytics. They allow consumers to ask providers questions anonymously. Co-founder April LaMon says, “Ninety-nine percent of the questions that come through have to do with pricing.”
Even more proof?
Assisted living communities that are publishing prices have better conversion rates than those who don’t.
Adult children who are caregivers lead very busy lives. If you want them to trust you and engage, you have to provide them with the answers and resources they need when they visit your site.
Pricing is at the top of that list.
Find a way to publish your assisted living prices and test it with a few communities.
Caveat the heck out of it if you feel the need to do so.
Attach a cute little asterisk and explain in the footer that cost of care is based on individual needs.
Round up a few of your team members and throw some ideas around. Come up with a format you can live with and give it a try. The results will probably surprise you.
And while we’re on the topic of surprises? Have you downloaded our new guide yet?
Fill out the nifty form at the bottom of this page and we’ll send it right over to you!
Have a question about assisted living content? Drop us a note. We’ll be happy to help!