Your marketing efforts could work to get as many visitors to your retirement community’s website as possible, but all that work – and expense – could be for naught if the visitors aren’t the right kind of visitors: those who are seriously looking into retirement communities either for themselves or their parents.
Your retirement community lead generation efforts, therefore, must be laser-focused on attracting these perfect prospects.
And once you have the attention of these folks? Then you need to lead them along the path to becoming your residents.
A Three-Step Process
In order to attract the right type of prospects, you:
- Need to know who they are and what their goals and concerns are.
- Create informative content that helps answer their questions, publish this information on your website, and also send it to prospects who request it.
- Engage in highly-targeted advertising campaigns.
Know Your Audience
You can’t provide the information your perfect prospects want if you don’t know who they are. Retirement community lead generation is based on knowing the characteristics and major concerns of your target audience, and knowing them well. How old are they? What’s their typical income? What is their living situation? What are their concerns and desires at this point in their lives?
Once you know the answers to these questions, you will create detailed buyer personas that will help guide you as you create the informative content your prospects want and need.
Answer Their Questions/Concerns
Once you know your targeted audience, you start creating content that informs and educates on topics of interest to them. Such content could include blog posts on how to know it’s time to move Mom or Dad into a retirement community (and how to convince them to do so), an infographic with a list of the features and benefits of moving into your particular community, or a free eBook on finding the funding to make the move.
Informative content is a terrific way to not only attract prospects to your website (your web pages and blog posts should use applicable keywords), it’s a way to turn visitors into actual leads.
We mentioned above that your retirement community could offer a free eBook on how to find the money to move into the retirement community. You might include a link/call-to-action statement at the end of a blog post touting the free offer. Visitors must give you their email address in order to access the freebie. Once they do so, they are now a lead: you continue to send them information, offers and news about your retirement community, helping to move them along on their journey to becoming one of your residents.
Use Your Personas to Create Über-Targeted Ad Campaigns
Sprinkling your website pages and blog posts with appropriate keywords is a great way to attract the right prospects organically, but paid advertising also works quite well when it comes to retirement community lead generation.
We recommend advertising on Facebook and pay-per-click (PPC) campaigns on Google and other digital properties. Create your ads by looking closely at what your personas might be interested in, depending upon where they are in their buyer’s journey.
For example, someone who definitely has decided it’s time to move to a retirement community will want to know about a community’s particular features and amenities, while someone who is starting to wonder if it’s time to move will want help on how to make that decision.
Work with Retirement Community Lead Generation Experts
Lead generation isn’t rocket science, but it does take marketing savvy and expertise. ClearPivot is an inbound marketing/lead generation digital marketing agency that helps retirement and assisted living communities attract, educate and convert highly targeted prospects. We’ve put together an eBook of our own covering every single aspect of running a fantastic lead generation strategy for your retirement community. Download it here:
