Live Wire: Six Ways to Make the Most of The Ultimate Senior Living Marketing Virtual Assistant
Automation can seem like a bunch of live wires. The challenge is knowing how to use and connect the power sources to make the most of all its potential.
Think of automation as the ultimate marketing virtual assistant supporting your team in attracting and retaining residents in your senior living communities. When utilized to its full potential, automation can be the driving force behind your team’s efforts to connect with older adults who need your services, provide personalized experiences, achieve remarkable marketing outcomes, and build the trust that directly impacts move-in rates.
Let’s look at six ways to harness the true power of automation. And remember, your team doesn’t have to have all these skills or the bandwidth to execute these solutions. The right marketing automation provider should have ample support to make the connections for you – just ask them.
Understand Your Audience at a Deeper Level
Automation’s greatest strength lies in its ability to dissect and segment audiences effectively. Instead of merely categorizing prospective residents based on standard criteria like age, health needs, and lifestyle preferences, some automation systems can track every prospect’s actions from the very beginning of their buyer’s journey. This enables your team to place each prospect into different marketing campaigns based on their behavior. This real-time adaptation of your marketing message builds more trust with prospects than static segmentation, which can even erode trust.
Personalize Experiences with Precision
Automation empowers you to deliver dynamic content that caters to an individual’s unique preferences and actions. For example, if a prospective resident expresses interest in your community’s fitness amenities, they can automatically receive emails highlighting exercise classes and gym facilities. The right automation platform ensures that your team captures essential data points about your prospects and integrates them seamlessly into your CRM. This comprehensive understanding facilitates a complete customer experience and allows you to effectively personalize for every prospect at each stage of their journey.
Streamline Lead Nurturing with Thoughtful Campaigns
Through marketing automation, you can set up drip campaigns designed to nurture leads and guide them toward desired actions. However, rather than focusing solely on promotional materials, consider a trust-building approach. Start by offering complimentary educational content, such as a downloadable guide to memory care, and then progress to promotional content. Encourage your team to regularly assess and refine your campaigns based on performance metrics to optimize effectiveness, or get your marketing automation provider’s support with this aspect of the marketing cycle. Using drip campaigns not only saves manual labor and time but can also easily be scaled to other communities.
Analyze, Adapt, and Act on Data
The marketing automation system isn’t just a data repository, it’s a treasure trove of valuable insights, from live chat interactions to campaign analytics to lead funnel visualizations. A robust software coupled with comprehensive team training can reveal which campaigns work, where leads drop off, and which content resonates the most. Instead of periodic reviews, consider real-time metrics and reporting through dashboards or scheduled email reports to make immediate adjustments when needed.
Elevate Resident Communication
Automation isn’t exclusively for prospective residents. Leverage it to engage your current residents. Automated reminders for events across all your communities save time and increase attendance while fostering a sense of community. Periodically deploy automated surveys to gauge resident satisfaction. Implementing resident suggestions instills a sense of trust and belonging.
Liberate Your Team from Repetitive Tasks
Your team’s valuable time is often consumed by mundane tasks, from lead follow-ups to tour scheduling. Automation can handle these tasks with precision, freeing your staff to focus on more strategic activities. Begin by identifying repetitive and time-consuming tasks, then explore how your marketing automation software and support team can help your team simplify these processes. The initial time investment in setting up automation can yield significant long-term benefits.
Automation goes way beyond conventional email marketing. It acts as the tireless and efficient assistant who anticipates your needs, knows every detail, and completes tasks at just the right time – often before your team even realizes they need to be done. The ultimate senior living marketing virtual assistant is hard at work for your team just as soon as you connect it and use the system and support to its fullest potential.
Seeing Beyond Segments: ActiveDEMAND’s Take on Marketing Automation
“What [ActiveDEMAND CEO Sean Leonard] said [in his lecture at SMASH 2023] about automation was completely opposite of what I heard other speakers say in their automation talks. They all said we needed to segment our audience and market to them based on the segment. They have a good point. I’m sure if I put a picture of Cleveland on my landing page, people will flock to my communities. Now what [Sean] said was ActiveDEMAND is tracking everything a prospect does from the very first steps of their buyer’s journey. I can drop them into different marketing campaigns based on what they do instead of who I think they are. The automation will adapt my marketing message in real-time as their journey changes. I think ActiveDEMAND’s approach might work better than just segmenting people from Cleveland…” – Brandon Christiansen, Director of Marketing at Primrose Retirement Communities, LLC
To learn more about how ActiveDEMAND can build out campaigns like these for you and your team, book a demo today. No cost, no obligation, no sales pitch. Promise.
ActiveDEMAND is a marketing automation software company supporting multi-location senior living organizations in building trust with future residents and family members at scale. Our marketing automation software is used in more than 3,800 senior living communities across the United States. More than 7,500 marketing professionals nationwide use our marketing automation software. For details, visit www.activedemand.com.
