The COVID-19 pandemic has changed the way we market aging services. We know senior care inquiries have taken a dramatic decline since the crisis began this spring.
We always like to share solid data and research when we come across it, and this update from Enquire is one we thought you would find helpful.
The special report, titled Senior Living COVID-19 Statistics, Effects of the Pandemic on Sales and Marketing Metrics, is packed with research you’ll find insightful in planning your marketing efforts amidst the crisis.
Senior Care Inquiries Amidst COVID-19
A few highlights from the report that might make you feel a little less alone waiting for the phone to ring include:
- Lead generation took a nosedive: Beginning in March, inquires plummeted. YTD 2020 compared with 2019 shows an average loss of 15%.
- Move ins are down: No real shocker here, but new residents are fewer in 2020 than during the same time period for 2019. May saw 51% less people moving in.
- Move outs are down: Fortunately, move outs were also down. Compared with the prior year, there were 38% fewer move outs.
- Assisted living fared worst: While independent living inquiries were down by 15% and memory by 19%, it was assisted living that took the hardest hit. Inquiries are down by 22%.
- Hardest hit regions: All areas of the country with the exception of the south central region (TX, OK, LA, MS, KS, MO, and AR) were negatively impacted by the on-going COVID-19 crisis. The southeast and the west were hit hardest with a loss of 32% of inquiries and 22% respectively.
The report also tracked where inquiries were coming from during this unprecedented time. Those results clearly show it’s digital for the win!
Senior Living Lead Sources YTD
If you haven’t already, the report makes clear that now is the time to invest in your website.
While digital is still performing, most every other referral sources is struggling.
From direct mail to print advertising, traditional lead sources have fallen as people limit their public appearances and stick closer to home.
Find the full report here to review more details, including breakdowns by level of care and region of the country.
For help with content marketing strategy or content for your senior care site, drop us a quick note! We’ll be happy to set up a time for a quick consultation call.
Until next time,
Shelley