Redouble your occupancy enhancement efforts even if it means spending more money. The rationale for investing more in marketing is to fill your pipeline so that you can avoid the high opportunity costs of vacant units.
TIMING IS CRITICAL
Another reason is that timing is critical. Successful assisted living facilities invest continuously in marketing so that they can capture people at their time of need. Unlike, say purchasing a car, people who need assisted living do not have the luxury of delaying their purchase until their financial situation improves. They need assisted living NOW, and if you are not on their shortlist and they are not aware of you, you lose out on acquiring a new resident.
DIVERSIFY YOUR MARKETING
A successful outreach program now requires an informed blend of referral based marketing and the use of advertising methods such as internet, direct mail, and email marketing. For operators who are not accustomed to these more advanced marketing strategies, assisted living can be a formidable endeavor.
Do not limit your marketing to just local advertising. Often, the person making the “buying” decision is the son or daughter who is making the decision on behalf of their aging parent. They may live outside of the state or outside of the local market. For these reasons it is important to have a strong internet presence so that you can be found by people searching from outside the local area.
And lastly, your marketing efforts should include referral targets who play a crucial role in the assisted living decision.
Last Modified January 11, 2011 @ 9:20 am
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