As a senior living operator, you may often find yourself going “back to the drawing board” to find new strategies and to understand your sales cycle. We get it. Because every resident is unique, you might find it challenging to see patterns in your marketing strategies so you can eventually scale up tours and occupancy.
For senior living communities, publishing valuable content online is now one of the best ways to connect with potential residents and their families. But should you freely share this content, or place it behind a form to capture leads? Craft & Communicate recognizes how much strategic decisions between gated and ungated content can impact your
When considering how to cut costs, you may look at staffing, operations, or amenities. However, maximizing advertising efficiency is one of your greatest opportunities to focus on providing the best senior living and care. At Craft & Communicate, we manage significant digital ad budgets for senior living communities, ensuring every dollar is strategically invested. The
Senior living on Netflix? Now that’s something we don’t see every day. When A Man on the Inside premiered, it finally sparked a conversation that has long been overdue — how senior living is portrayed in mainstream media. Unlike many shows that rely on outdated stereotypes, this one offers a realistic and refreshing take on
Marketing senior living services — especially with technology — requires a delicate balance between persuasion and ethics. Seniors and their families are often navigating emotional and complex situations, requiring marketers to be transparent, honest, and respectful. To Craft & Communicate, great marketing isn’t just about avoiding pitfalls; it involves building lasting trust, establishing genuine relationships, and
Many senior living operators have grown accustomed to referrals to generate leads, tours, and move-ins. While these lead sources are undoubtedly valuable, relying mostly or entirely on them reduces the opportunities that come with diversification. By shifting a portion of their focus to qualified leads from cost-effective marketing and public relations, communities can raise occupancy
For senior living communities, the path to a move-in is rarely straightforward. Statistics reveal that seniors and their families often require 20 to 30 touchpoints — also known as points of contact and channels — before making a decision! These include everything from viewing social media posts to reading brochures, speaking with a sales representative,
These days, the journey to finding great care often starts with a click. Most older adults and their family members researching senior living options now begin online! This means your website and overall digital footprint can make or break their first impression, and it’s why an online audit is invaluable. What’s Included in an Online
2024 marks the end of my 18th year in senior living marketing and communications. Looking back over these 18 years of all the thousands of sales associates, marketing teams, advertising teams, and activity directors I’ve worked with brings tears to my eyes. What a wonderful industry we’re in. This year brought a lot of wins
Many senior living operators are tempted to believe that AI can almost completely reduce their marketing costs by increasing productivity. We don’t think this will be possible — at least not for a very long time. While artificial intelligence seems like a cost-effective solution, the reality is that senior living marketing is deeply personal and
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