Feature dumping is a marketing don’t most of us learned about in our very first senior living sales training.
It’s often the sign of a new sales team member or someone unfamiliar with the senior living industry.
The team member takes an older adult and their family on a tour and proceeds to jabber on and on about all of the community’s features.
When those features aren’t tied to tangible benefits, however, it leaves the family feeling overwhelmed instead of informed.
Unfortunately, feature dumping on assisted living, memory care, and home care websites is all too common.
Communities tend to create content that it all about them, instead of our focusing on what seniors and their families need.
Features vs. Benefits in Senior Living Copywriting
When you connect the benefit to each feature, you answer questions families have.
You make this search about them and their needs, and not about your community and all of the wonderful features you no doubt have to offer.
You also help families begin to form a clear picture of what their senior loved one needs, and how your community can be a solution.
As a new year gets off to a busy start, we encourage you to take an honest, objective look at your senior living website.
Is your website all about you? Or do you have a site rich with resources and solutions?
Drop us a note if you need help deciding or with creating more compelling content.
We’ll be happy to set up a time to chat about it…
Until next time,