by Wendy O’Donovan Phillips
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As the data-driven marketing experts in the senior living industry, Big Buzz aligns with similar providers in the industry to identify and eradicate root issues of consistently low occupancies. Here is a breakdown of common problems we and our preferred partners see at various stages in the marketing and sales funnel with corresponding solutions.
Problem: Low website lead conversion.
Signs of this Problem: Data may show high to moderate website traffic coupled with relatively low downloads of available assets on the website, clicks on contact calls to action and/or submissions of contact forms.
Lead Location in the Funnel: Located in the upper middle of the funnel, these are Marketing Qualified Leads (MQLs) visiting the organization’s website for the first time or revisiting the site for general information, but not taking further action.
Solution: Add a live chat customer service feature, particularly since conversion at any level (download, click to contact, form submission) requires an emotional buying decision from senior living prospects. We recommend SiteStaff.
Problem: High sales and/or marketing output with continually unstable occupancies or growth.
Signs of this Problem: High marketing spend coupled with low website traffic, low lead engagement and relatively low tours and move-ins. This may be caused by over-reliance on digital advertising, missed opportunities in brand amplification and/or lack of strategy and data backing content marketing or social media marketing efforts.
Lead Location in the Funnel: Located in the middle of the funnel, these are warmer Marketing Qualified Leads (MQLs) frequently visiting the organization’s website, but failing to download available assets from the website, consume regularly posted content and/or engage on social media. They may peruse these assets, but are not taking further action with the organization.
Solution: Back marketing planning, brand amplification, content marketing and social media marketing efforts with industry data and insights to maximize engagement and warm-lead conversions. We at Big Buzz can help with this.
Problem: Low trust level upon first contact.
Signs of this Problem: Data may show high to moderate website conversions coupled with relatively low tours and move-ins. A very common symptom of this problem is a “busy” but low-producing sales team sifting through cold leads, which can be caused by over-reliance on referral agencies.
Lead Location in the Funnel: Located in the bottom of the funnel, some may be Sales Qualified Leads (SQLs), but are more likely unqualified leads shopping around or gathering initial information from multiple providers. Most are not intentional about moving in the next 6-12 months.
Solution: Accurately track results from prospect communications throughout the buyer’s journey. Auto-generate appropriate and warm responses for SQLs while auto-delivering nurturing, trust-building communications to leads not yet qualified. Train the sales team to understand automation data and focus on Sales Qualified Leads SQLs. Align the marketing team to focus nurture marketing efforts on warming up less qualified leads. We recommend ActiveDemand.
Problem: Vague post-move-in data.
Signs of this Problem: Unstable occupancies or growth due not solely to lack of move-ins but also to unidentified attrition rates.
Lead Location in the Funnel: In the monitor phase of the funnel, these are current residents and family members who are the organization’s biggest current assets and may bring warm referrals to the organization when appropriately prompted.
Solution: Maintain up-to-date data on longevity and length-of-stay for accurate revenue forecasting, cash flow forecasting, budgeting and growth planning. We recommend Rendever.
Learn exactly how to irradicate the root cause of sales and marketing inefficiencies in your organization for good.
Yes, I want a complimentary strategy session with a Big Buzz expert today so I can get:
✅ Clarity on the root causes of current sales and marketing issues
✅ Research and industry intel that will help eradicate lead issues for good
✅ A clearer vision for reaching the organization’s desired future state
✅ A free initial nurture marketing plan to invite warm leads to move in now
No charge, no obligation, no sales pitch. Promise.
Big Buzz is a marketing agency delivering a steady stream of move-in-ready leads to teams serving the senior living industry. For more than 15 years, Big Buzz has helped senior living marketing and sales teams nurture leads to increase occupancy, grow and scale. CEO Wendy O’Donovan Phillips is the author of the book Flourish!: The Method Used by Aging Services Organizations for the Ultimate Marketing Results, has been published in McKnight’s, has been a regular contributor to Forbes, and has been quoted in The Washington Post, ABC News and Chicago Tribune. The Big Buzz leadership team regularly lectures in front of audiences ranging from 25 to 3,000 attendees, including at Argentum and various LeadingAge chapters. Agency awards and accolades include recognition for excellence by the American Marketing Association, Gold Key Award Winner by the Business Marketing Association, HubSpot Academy Inbound Marketing Certification, and Top Advertising and Marketing Agency by Clutch. www.bigbuzzinc.com