Senior Living

Leveraging Sales & Marketing Results to Elevate Your Senior Living Marketing Strategy 

Mackenzie Fraser, Senior Vice President

Senior living marketers

Did you know only 23 percent of marketers feel confident they are tracking the right KPIs? According to Harvard Business School Professor Sunil Gupta, “It isn’t enough to measure the final outcome alone. You also need to track intermediate metrics to understand where consumers might be getting stuck.”

In our previous blog, Uniting Sales and Marketing for Senior Living Marketing Success, we discussed ways to set up sales and marketing teams for success and the tools to facilitate that collaboration. Now, let’s explore how to leverage the results of this collaboration to drive continuous improvement and organizational growth in your senior community marketing.

Harness the Power of Data-Driven Decision Making

Are you using your analytics tools, like Google Analytics, SEMrush or Salesforce, to their maximum potential? How often are you reviewing your results and making changes to your marketing plans based on campaign performance? Data alone doesn’t drive results; how you act on the data does. Ensure you are reviewing your analytics frequently, identifying patterns and adjusting your strategy accordingly to maximize ROI.

For example, Atria Senior Living implemented a CRM system to track leads and analyze campaign performance. By monitoring which campaigns generated the most high-quality leads, they reallocated resources to the most effective channels, resulting in a 20% increase in conversions and a 30% increase in lead generation.

Optimize with A/B Testing

Feeling noncommittal? A/B testing allows you to compare versions of your marketing content to determine what may drive results.

You could test two versions of a landing page, one with a virtual tour video and one with testimonials, to see which generates more tour requests. You could test email subject lines to see which elicits a higher open rate. This approach helps you identify what resonates most with your audience and adapt quickly for better results. Just make sure you are acting on the results to optimize and not leaving them to collect dust in a spreadsheet.

Deliver Personalized Customer Experiences

Technology is your secret weapon for creating personal connections with potential residents and their families. If you have put the time and effort into setting up a CRM and collecting prospect data, ensure you are leveraging it!

Examples include:

  • Sending tailored email sequences based on where prospects are in their journey.
  • Using dynamic website content that adapts messaging to user behavior.

Personalized experiences help your audience feel more connected and understood, showing that you care enough to know them personally, delivering a one-of-a-kind experience that meets them where they are in their buying journey.

Leverage Advanced Analytics

Wouldn’t you like a crystal ball that helps you understand customers’ wants and preferences? Incorporating AI and machine learning allows you to predict and meet customer needs with remarkable accuracy.

Imagine:

  • Chatbots trained on real FAQs to answer common questions in real time.
  • Predictive models that identify which leads are most likely to convert.
  • Tailored follow-up messages sent at optimal times.

These tools aren’t science fiction; they are available to use today. Use AI technology to help deliver highly personalized, timely and helpful experiences that reinforce your community’s reputation as proactive and caring.

Establish Strong Feedback Loops

Continue the open communication between departments suggested in our original blog. Your marketing team should share insights into campaign performance and lead behavior. Sales, in turn, should provide frontline feedback from prospects and residents.

After collecting resident and family feedback through surveys or comment cards, your sales and marketing teams should analyze this data to identify service gaps or marketing message misalignments. If feedback indicates prospects are confused about pricing, marketing can create clearer content in the form of a more detailed pricing sheet, while sales can address concerns more proactively through conversation.

This exchange of information keeps everyone aligned and working toward the same goals. By actively sharing feedback, you create a dynamic and adaptable team ready to seize new opportunities together.

Collaboration Fuels Continuous Improvement

Marketing is not a one-and-done activity—it’s a living, evolving effort that requires constant fine-tuning. Collaboration between your sales and marketing teams throughout the funnel is the engine that drives this evolution.

And taking the next step means expanding that collaboration to include a strategic agency partner. At EVR Advertising, we specialize in helping senior living communities like yours navigate the ever-changing landscape of digital marketing. From implementing CRM solutions to optimizing A/B tests and crafting personalized campaigns, our team delivers data-backed strategies that get results.

When you partner with EVR, you gain more than an agency; you gain a team that understands your audience, your challenges and your goals. Let EVR Advertising be your strategic guide.

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