The Senior Living Sales Guide You Didn't Know You Needed
by Kyna Garrett, on Jun 7, 2019 4:04:54 PM
By the year 2050, nearly 20 percent of the U.S. population will be 65 or older. And that number is only growing larger.
That means demand, lifestyle needs and service options are on the rise to keep up with the rising wave of baby boomers set to retire in the next decade.
That's why we're here to talk sales.
Selling in senior living isn't what it used to be. Communities now have more options than ever and communities themselves simply look different. Lifestyle has taken over to meet the needs of active seniors, accessibility is a demand they can't afford to forgo, and finding the perfect community means using technology to do it.
That's why we created this guide that is not only easily digestible, but a guide that is useful and impactful in today's senior living climate.
5 Steps to Increase Your Senior Living Sales
1. Make your website effective for your target audience
From senior living SEO to content to user experience, your website needs to cater to your audience and be effective as a marketing tool. For senior living communities, that means finding just the right balance in cutting edge design and usability.
What makes a good senior living website?
A good senior living website functions well while also staying on trend with the latest in web design. A standard website won’t strike as much interest as a well-designed website that really pulls the user in and offers up a truly memorable experience.
That means your site needs to also hit the right tone. Whether that’s humor, helpfulness or compassion, the content throughout your website needs to level with the senior consumer.
2. Invest in formal sales training for your sales personnel
We all know the senior living industry is unique in that it requires a special set of skills to emotionally connect with seniors and their families. You need a sales team that is equipped not only with the professional knowledge about the industry, but also personal attributes that make them approachable, friendly and helpful during such an important life transition.
How do you create the perfect senior living sales team?
It may not happen over night, but the first place to begin is to set your team up for success.
- Get your team the tools they need to shorten their sales cycle.
- Make sure your team personalizes the experience.
- Remember to connect on an emotional level.
3. Listen intently to the prospect's needs
- Seniors want less structure, and more community.
- Cost is challenge. So they want more options.
- It's not only about services anymore. Sell them a lifestyle.
4. Utilize technology that address their needs
A senior living sales team needs in-house tech that helps them track leads but also technology that can be used on the front-end - tech that your prospects can engage with during their senior housing search.
Start with the low-hanging fruit. There's plenty to be done, but it's best to get your community's online presence where it should be first. That means honing in on Google initiatives such as your Google My Business listing, upping your floor plans, and possibly even investing in some interactive virtual tours. This will position you well to stand out from the competition during initial stages of the senior living search.
5. Be ready to ask for the sale
Lastly, don’t be afraid to ask for the sale. While you never want to come across pushy or aggressive in your sales approach, there are ways to gently nudge along the sale in a way that is organic and beneficial to the prospect and their family.
Download the complete free guide below to learn more insights on how to boost your senior living sales.