And as we move further into 2021, the senior living and 55+ industries are continuing to adapt to changes influenced by the events of 2020, as well as new challenges arising. In this post, we dig deeper into three 55+ and senior living marketing and sales solutions for 2021.
1. Webinars and Virtual Events Continue to Be a Leading 55+ and Senior Living Marketing and Sales Solution in 2021
Marketers have found ample opportunities to connect with their prospects on many subjects through webinars and virtual events. We helped our clients develop strategies for virtual events focusing on downsizing, financial planning, arts and crafts, and even virtual Christmas parties! In 2020, an average of 55% of webinar registrants converted to attendees. That’s good news for senior living and 55+ community marketers. The key is to plan virtual events based on topics your prospects are interested in, and then promote these events through your owned channels (email, social media, etc.). Before you know it, the RSVPs will start coming in!
2. Communities Should Borrow From the Small-House Senior Living Model
The small–house model of senior living is not a new concept, but it is still niche within the industry. With that said, statistics suggest that communities that adopted the small-house model prior to the pandemic have had more success minimizing the risk of Covid-19 spreading through their communities. According to Green House Project, of their communities using the small-house model, only 9 out of 245 reported positive cases. Positive cases resulted in six deaths overall.
3. It’s Time to Up Your Investment in Digital Marketing. That’s Where All the Leads Are!
Senior living has historically relied on traditional media for lead acquisition. While digital marketing has been the norm in the industry for some time, digital-first strategies had yet to be fully embraced before the challenges presented by the pandemic.
Whether it is having virtual tours or digital ads, prospects are browsing online more than ever before, and you want to make sure you stand out in the sea of ads. Increasing your sales and marketing budget can help to meet this challenge. One provider increased their budget by 40% with a focus on digital. Having more of a digital presence will not only bring more awareness to your community, but it could also play a role in increasing your census in the current landscape.