2.) Target your collateral to the prospect. The prospect will be the one looking at the information the adult child has gathered as a result of digital marketing. While the digital marketing message should be relatable to an adult child, the tangible results of the informative search, such as your collateral, should be focused more on the prospective resident.
3.) Meet your prospects’ expectations for what daily living will be like. The adult child and the prospective resident are concerned about three things: quality of care, day-to-day living and cost. All prospective residents (and adult children) will be asking, “What will I do all day?” The expectations of daily living have changed for assisted living residents just as they have for independent living residents. Marketing efforts should talk about enhanced programs such as life-long learning and interactive engagement because bingo and current events discussions are no longer acceptable ways to pass the time.
4.) Arrange some time with a current resident. The first thing visitors see when they enter your community is the front entrance and reception area. These areas are either helping or hurting your efforts. A lack of activity during a tour is also hindering marketing efforts. To avoid an idle visit, ask a vibrant assisted living resident to meet the prospective resident and adult child for lunch, and meet up with them after they are finished. They will be able to give the prospect a first hand look at how they spend their day. Without speaking to someone who lives it everyday, how else can they actually learn about day-to-day living?