The Covid-19 pandemic has continued to disrupt all aspects of senior living. However, providers can be relieved to learn that people are still out there looking for senior living communities. Most communities are still taking in new residents.
Unfortunately, this information has lost its way in a lot of noise, as many senior communities still welcome new residents who may have urgent needs.
On the surface, this is understandable. Service providers are scrambling to ensure the safety of residents and employees, purchase personal protective equipment and other supplies to continue operations, solve the problem of reduced attendance and eliminate personal travel, and fight the residents’ growing sense of isolation.
However, the longer that service providers pay attention to the transmission of information, the more difficult it is to indicate that their community is still operating. That makes it more difficult to take measures to ensure the safety of residents and new residents, Kutzcher said.
Third-party referral services, for example, A Place for Mom in New York City, are the most extensive such services in the industry. That suggests that their platform will get more searches from users interested in entering premium housing as needed.
Senior life providers who do not take measures to reach and provide services to these consumers are losing short-term opportunities. This may cause long-term damage to the industry’s reputation.
Inside the Data
A recent survey of “Mother’s Place” showed that more than 90% of the 17,000 providers that use the service said they were recruiting new residents-screening and extension of quarantine-and conducted Virtual travel. Additionally, as of April 14, 600 communities are testing Covid-19.
Other data also confirms that the majority of elderly communities are still accepting new residents. Data collected by the National Senior Housing and Care Investment Center (NIC) from April 1 to April 12 showed that the number of occupants is declining. However, this is mainly due to the slowdown of potential customer conversions and sales, rather than completely prohibiting moving People.
Nate O’Keefe, founder and CEO of Roobrik, said that due to the decline in referrals and onboarding, the sales and marketing teams of suppliers across the country were curious about the prospects, the performance of their families and peers. Roobrik’s platform is in Durham, North Carolina. It uses evaluation to attract and educate potential customers to begin the purchase process. These assessments provide various actionable insights for the senior life sales team.
Roobrik’s analysis shows that half of the 35 operators using its platform are still accepting the move-in and have other protection measures. These operators represent 500 communities.
When asked specifically about how Covid-19 affects the decision-making process of potential customers, 48% said they think it “will not make a difference,” and 29% believe it will cause them to postpone their decision.
When providers withdraw from the battle for the safety of their communities and formulate the Covid-19 agreement, these data indicate that sales and marketing teams should focus on their recommendation channels. Then, the entire industry can send out messages: despite the visitor restrictions, and Extremely cautious demand for senior housing communities is not isolated from the elderly who need safe shelter.
“Mom’s Place” gets daily real-time updates of its Covid-19 response plan from larger providers every day. Kutscher told SHN that the information would be passed on to the platform’s consultants to help families who need to make more informed decisions.
The information received by APFM only highlights the need to disseminate consistent and clear information to consumers.
Jamison Gosselin, vice president of G5 and vice president of senior living, told SHN that the silence of medical providers did not help them in the early days of the pandemic. G5 can support senior housing, multifamily, and self-storage real estate to improve the sales and marketing process with the help of artificial intelligence.
G5 released a report exploring the impact of Covid-19 on sales and marketing for the elderly. Google trend analysis of senior living, assisted living. Nursing homes shows that from late February, the search volume for senior living and assisted living showed a downward trend, while at the same time, the search for nursing homes increased.
A deeper understanding of the keywords used can tell a more vibrant story. The acceleration of nursing home searches is related to coronavirus or Covid-19, which is consistent with reports of nursing home outbreaks across the country.
At the same time, keywords related to assisted living and elderly life (such as “close to me” and “cost of living”) continue to remain high, indicating that the elderly are still studying the possible transition to elderly housing.
Gosselin believes that the number of reports of the Covid-19 outbreak in nursing facilities has led casual observers to think that all long-term nursing facilities are nursing homes, which is a problem of information transmission.
The response of medical service providers to ensure the safety of residents and employees in the early stages of the outbreak impressed Kutzcher. Still, it also echoed Gosselin’s belief that they should tell their stories better.
Mother Land launched a new campaign, “This Day,” to awaken awareness of all caregivers’ efforts to keep the elderly safe and well cared for during the Covid-19 era.
Part of the reason for the launch of this activity is that suppliers are concerned about the various operational pressures brought about by the pandemic. Because they must prioritize more pressing issues, such as purchasing personal protective equipment for employees or controlling cost overruns, they want to let the public know their reaction after the fact.
Due to the early chaos of the pandemic easing policy and the community’s long-term housing order, experts agreed that it is time to stay in touch with potential customers who are seriously considering moving to premium housing.
The data collected by Roobrik further reveals that even in Covid-19, people’s interest in the elderly is increasing.
Despite encouraging figures from potential customers visiting the operator’s website, there are indeed new leads declining.
Remotely working sales and marketing teams can more actively nurture sales leads developed before the pandemic, transparently communicate with stakeholders, and show how suppliers maintain the residents’ experience during downtime.
But no matter which medium they choose to use, interaction with consumers is crucial. If the supplier does not voluntarily publish his story to the public, he runs the risk of turning negative perceptions into reality, which makes it more difficult for the team to develop its lead.
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