Our AI Follows the Buyer’s Journey, No Matter How Complex
The senior living community sector is unlike any other industry, presenting a unique set of challenges and opportunities for marketers. The decision-making process is often fragmented, involving multiple family members and influencers. This complexity is further compounded by the high value and emotional weight of the purchase. Technology like fullthrottle.ai’s patented AdTech overcomes the most pressing challenges in this space.
Key takeaways:
- Senior living lead generation involves a fragmented decision-making process, often including multiple family members and influencers, making it a unique challenge for marketers.
- fullthrottle.ai's advanced data collection and real-time analytics offer a transformative approach to capturing the complete customer journey and adapting marketing strategies.
- Every touchpoint in the senior living sector is crucial, due to expensive leads and low conversion rates, emphasizing the need for carefully crafted interactions.
- Beyond resident acquisition, fullthrottle.aiTM also aids in staff recruitment by leveraging data-driven approaches, addressing another significant challenge for senior living communities.
- The use of precise customer segmentation and targeted messaging, facilitated by fullthrottle.aiTM, is essential for reaching the right audience and enhancing marketing efforts in the senior living community sector.
The Role of Adult Influencers and the Fragmented Journey
One of the most distinguishing factors in the senior living sector is the role of adult influencers in the decision-making process. Unlike other high-value purchases, such as buying a car, where the buyer is usually the end-user, senior living decisions often involve multiple parties. Adult children, siblings, and even grandchildren can be a part of this complex journey. For instance, a son in California and a daughter living near a senior living community in a different state could both be researching options for their aging parents. Each would be considered a separate lead, but they are part of the same decision-making unit. Here are a few other scenarios to consider:
- A 42-year-old individual may have healthy parents today, but a sudden event could make them a potential customer in urgent need for a senior living community.
- A person living three states away could be researching senior living options for their parents, while the parents themselves are also conducting their own research.
- A couple in their early 60s may be actively planning for their own future in a senior living community. They are not only the end-users but also the primary decision-makers, bypassing the usual fragmented decision-making process. However, they may still consult their adult children or other influencers for opinions, adding another layer of complexity to the marketing funnel.
The Importance of Touchpoints, Conversion Rates, and Segmentation
Senior living lead generation is often expensive and conversion rates are generally low. This makes every touchpoint crucial. Whether it's a digital ad, a mailer, or a phone call, each interaction must be carefully crafted to influence not just the potential resident but also the influencers involved in the decision-making process.
Given the high stakes, marketers need to go beyond generic messaging. Customer segmentation allows for targeted messaging that aligns with the specific services offered at each community. For example, if a community offers different types of care, like memory care, assisted living, and retirement living, segmentation can help deliver the right message to the right audience. In addition, each message sent along the buyer’s journey should be tailored to that step in their decision-making process.
Addressing Recruitment and Staffing Needs
Beyond filling rooms, senior living communities face another significant challenge: recruitment. Many communities have a dedicated careers section on their website, but they often struggle to attract qualified staff. Using a more intelligent AdTech platform, communities can also target potential employees, making the recruitment process more efficient.
The Power of Data Collection and Real-Time Analytics
Data plays a pivotal role in shaping effective marketing strategies. One of the key metrics that senior living communities often overlook is the collection of addresses. By gathering this information, communities can better understand their prospects and tailor their marketing efforts accordingly. This data also allows for more precise measurement of success, from the initial tour to the final move-in.
In an industry where the decision-making process can be long and complicated, real-time analytics offer invaluable insights. They allow communities to adapt their strategies based on immediate feedback, ensuring that they are always one step ahead of the competition.
Leveraging Advanced Data Collection With fullthrottle.aiTM
fullthrottle.aiTM is a transformative force that cuts through the complexity of senior living marketing. Our platform excels in identifying devices within a household, linking them to capture the complete customer journey. This is particularly beneficial in an industry where decision-making is fragmented and involves multiple influencers. For instance, fullthrottle.aiTM enables communities to gather essential information like physical addresses — difficult to collect with traditional methods, but crucial for understanding prospects. Robust data collection also helps communities measure success from the initial tour to the final move-in.
Enhancing Customer Segmentation and Targeting
Our AI looks at your site visitor’s behavior to determine where they are in the buyer’s journey. Are they just taking a peek? Maybe they’re comparing you to competitors. Perhaps they’re ready to take a tour. Our platform gives you easy visibility into the status of your site visitors and allows you to activate omnichannel marketing that matches their steps along the buyer’s journey.
fullthrottle.ai's Custom Journey Segments feature takes customer segmentation a step further by allowing senior living communities to label and categorize website visitors based on the specific URLs they engage with. This provides a nuanced understanding of each visitor's interests and needs, from types of care to amenities. The feature not only identifies these custom segments at the household level but also enables targeted marketing campaigns tailored to these specific groups. With the ability to activate up to 12 custom segments based on URL structure, this tool offers a focused approach to understanding and reaching potential residents and their influencers.
Final Thoughts
The senior living sector faces a unique set of challenges that require specialized solutions. By leveraging fullthrottle.ai’s first-party household generation, precise segmentation, and omnichannel marketing capabilities, senior living communities can significantly enhance their marketing efforts. This empowers them to reach the right audience at the right time, ultimately leading to higher conversion rates and a stronger bottom line.
