Because I’m not a big believer in coincidence, two different conversations I had with clients last week struck a chord. They both related to generating assisted living leads online.
One client is a regional referral agency (one really terrific group of senior advocates) in the Midwest and one is a regional assisted living provider in the Southwest.
Our referral agency client told me they are sending cold to warmish leads to communities that aren’t being followed up on. At all.
The provider client told me they are struggling with only being able to generate online leads that are ultra hot and high acuity. Where are the people that might stay longer than a few months, she asked me.
I have a hunch you see where this post is going, right? It’s a little educational, but a lot public service announcement.
Lower Acuity Prospects: How to Attract Assisted Living Leads Online
First, make sure the leads aren’t already there and being ignored. It has to be said. Because they are more work, are they just being 86’d?
If you truly aren’t attracting them to your website, it’s likely an issue of SEO and content.
Every quarter when we work with clients to create editorial calendars, we get loads of push back on topics that “aren’t related to assisted living.”
Usually what that means is these topics don’t relate to people looking to move immediately. In a hurry.
While that’s certainly a part of the typical assisted living referral stream, it shouldn’t be all of it.
So, take a peek at the content on your website and your blog.
Does it mostly scream my mom is in the hospital and not safe to come home? Or is content that talks about the benefits of moving early equally represented? The lifestyle, the easy access to transportation, the improved nutrition, the opportunities to build friendships, the peace of mind for the future…
SEO and Assisted Living
Another concern might be that your SEO just isn’t great…
The competition for assisted living leads is ferocious. Home care agencies want them. Tech companies are trying to grab them. Referral agencies. And so on and so on.
The senior living industry has always been rife with black hat SEO consultants and agencies. They know we are generally a little behind the curve when it comes to all things digital.
If you’ve been working with someone for a while and you aren’t ranking well, it might be time for a change.
Round up a few folks to conduct unofficial Google searches for you and document how you rank for different topics and terms. Make sure it’s people outside your usual circle so the results aren’t skewed by past searches.
Evaluate Your Lead Nurturing Tools
Finally, take some time to evaluate the resources your teams have to stay top-of-mind with cold and warm leads.
Do you have meaningful tools to stay connected? Or are you just annoying people with all of your emails?
It’s an important distinction.
Drop Us a Note With Questions
Have a question about anything in this article? Or about senior care content marketing? Drop us a note. We’ll be happy to help!