Are you using Facebook to attract new residents?
If you aren’t, you’re missing out on an opportunity to show both prospects and their adult children why choosing your community is the best choice. Facebook is still the senior living sales superpower.
Here’s what you ought to know:
More and more, consumers are relying on social media to make buying decisions.
In fact, 78% of consumers say their purchases were directly influenced by social media posts. How does your community appear next to neighboring competitors? A quick search of nearby communities’ Facebook pages can provide valuable information. If your senior living community has already created a Facebook page to complement its website – GREAT! But remember, engagement is key. If your page hasn’t mastered the basics, it may be time to reassess your social media strategy.
Social media use among seniors keeps soaring.
A 2018 Pew Research study suggests Facebook is the preferred social media platform for seniors nationwide.The number of Facebook users age 65 and older has more than tripled since 2010. Today, four-in-ten seniors (65+) use the platform to connect with loved ones and friends. But like their grandchildren, older adults are also curious and interested in what’s trending. That’s great news for senior housing providers; especially those struggling with occupancy issues and a dwindling leads list. Facebook gives marketers an opportunity to reach targeted audiences they might not have access to otherwise. But it takes more than random posts and so-so photos to attract and keep prospects returning to your community’s Facebook page.
Timing is everything.
Your community’s social media schedule should include several posts throughout the week. Give prospects a reason to follow your feed, and create content to encourage Facebook users to engage with your brand. Post with intention, and entice prospects to like and follow your page by showing off community events and activities. If your social media strategy doesn’t include a content calendar or posting schedule, consult with an expert.
A picture is worth a thousand words.
When’s the last time you looked at your community’s Facebook page? No, really looked as if you were a prospect? Blurry, unflattering photos say more than you think. If your timeline images could be better, especially those featuring residents, you could be pushing prospects away – not drawing them in. Do a quick sweep of your community’s Facebook page. If pictures and captions make you cringe, consider a coaching session on best practices with your community’s social media manager.
It’s what you say and how you say it.
Although the rules surrounding spelling and grammar are a little more relaxed on social media, prospects still expect you to post with a professional tone. Errors happen from time to time. But when they become commonplace on your page, the reputation of your community may suffer. Your Facebook page is a senior living sales and marketing tool, so give pause and check for errors before posting. Unfortunately, prospects sometimes see a grammar gaffe as a signal of how your business operates. If grammar, spelling, and punctuation aren’t your forte, find help fast!
Social Media + Senior Living Sales & Marketing
Facebook is the sales and marketing superpower. Using Facebook as a marketing tool is a brilliant way to maximize visibility, connect with target audiences, and increase brand awareness. And it’s cost-effective too.
If you haven’t included social media as part of your sales and marketing strategy you’re at a disadvantage – because your competitors probably have. Put a solid plan into action and find new leads online when you share accomplishments, events, and all the reasons residents call your community home.
Not sure where to start? We’re here to help – let’s collaborate!