This content is available through your SHN+ subscription
In 2024, the demand for senior living is high, but operators must personalize the sales experience to attract prospects. From handling inquiries to making conversions, the sales process has evolved, with data showing concerning trends in response times to web-based inquiries. Operators like Legend Senior Living are treating inquiries as urgent calls for help, emphasizing the need for swift and personalized responses. Other companies, such as SilverPoint Senior Living, Baldwin House Communities, and Claiborne Senior Living, are also focused on improving sales and addressing staffing, morale, and culture issues to create a personalized journey for prospects.
‘No tour should be turned away’
Sales teams need to adapt to the increasing trend of senior living prospects conducting research online and reaching out to multiple communities. However, alarming trends in response rates to inquiries suggest operators have work to do in meeting the current demand. A focus on improving speed-to-lead and implementing price transparency is key for operators like Legend Senior Living and SilverPoint Senior Living. Baldwin House Senior Living also emphasizes the importance of capturing online demand with a personal touch, leading to higher sales volumes in 2024. Strategies, such as AI chatbots and intuitive web design, have proved successful for companies like Claiborne Senior Living, indicating the need for ongoing collaboration between sales and marketing teams to craft a cohesive sales message.
Strategies for 2024
Operators are leveraging tools like AI chatbots, web design, and social media to improve their online presence and better respond to inquiries. Transparency and urgency in responding to inquiries are identified as crucial areas for improvement, with a focus on driving qualified leads through better website design and a sense of urgency among all community staff.
