August 1, 2024
Senior Living Marketing Needs to Invest in the Consumer Experience
The senior living sales process has changed—consumers now drive their own decision-making before ever speaking with a sales team. In this Senior Living Minute, Evan Friedkin explains why marketing teams must prioritize the consumer experience by focusing on comfort, education, and empowerment. When prospects feel informed and confident, they are more open to meaningful conversations—ultimately leading to better engagement and stronger conversions.
Transcript: Senior Living Marketing Needs to Invest in the Consumer Experience
The biggest opportunity for senior living marketing teams is to focus on the consumer experience. Over the past two years, there has been a major shift toward consumer empowerment.
Previously, marketing strategies aimed to ensure that the salesperson controlled the entire process—from the information provided to the consumer’s journey. Today, however, most decisions are being made independently, with consumers researching on their own, from the comfort of home, rather than relying solely on conversations with sales teams.
The key to success lies in three main areas:
- Make the consumer feel comfortable
- Educate them about senior living as a whole—not just your community
- Empower them with the knowledge to drive confidence and engagement
When consumers feel informed and empowered, they are more likely to have meaningful, knowledgeable conversations—leading to better engagement, stronger relationships, and ultimately, higher conversions.