Our blog today is guest written by Evan Friedkin, Head of Business Development for Roobrik

Anecdotally, you might think that people deciding to connect with a senior living community peaks in the new year, but data from Roobrik Surveys tells a different story. The highest volume of survey-takers that share their contact info with a community occurs in July and August – the peak of summer.

We highlighted this unexpected data point in a recent “Know Your Audience Challenge” webinar, which mines the data from tens of thousands of consumer surveys. By leveraging nuggets like these, you can better understand your audience and develop more effective sales and marketing strategies.

Unveiling Surprising Insights About Senior Living Consumers

Our data shows that understanding the specific motivations, needs, and barriers older adults and their families face drives effective engagement. Here are some critical insights from our surveys:

• Seasonal Trends in Decision Making: Contrary to common assumptions, the highest volume of sales opt-ins by older adults occurred in July and August, not in the expected January-February period. This indicates a strong seasonal influence, likely due to the nicer weather and the readiness of families to make moves during summer breaks. As Kelly Meyers, co-founder of KGB Sales Consulting, explained during the webinar, “July and August also historically had been really high moving months. You’ve got that sales outcome piece and then you’ve got that converting to a move-in.”
• Motivations Behind Opt-Ins: When asked about their motivations, 72% of respondents who opted in for sales outreach after completing our survey were driven by the need for personalized care plans. Moreover, 58% highlighted the importance of clear cost information. This emphasizes the need for transparency and personalized communication in your marketing efforts.
• Impact of Financial Assistance Programs: Interestingly, older adults who indicated they had access to Medicaid had the highest sales opt-in rate. In fact, Roobrik data shows that financially unqualified prospects want to speak with sales representatives at a higher rate than qualified prospects. If ignored, this combination could be a dangerous time waster.

Actionable Takeaways for Marketers

To leverage these insights, marketers should focus on creating tailored and transparent content that speaks directly to the needs of older adults and their families. Here are some steps you can take:

• Personalized Content: Develop content that addresses the specific concerns and motivations of your audience segments. For example, highlight personalized care plans and provide detailed cost breakdowns to build trust.
• Seasonal Campaigns: Recognize the seasonal peaks in engagement by planning targeted marketing campaigns for the summer months when decision-making activity is highest.
• Financial Education: Provide clear information about financial assistance options, including Medicaid, to help potential residents understand their options and feel more confident in their decisions.
• Building Trust: The Salesperson’s Approach. Sales professionals can also benefit from these insights by focusing on building trust through genuine interactions and clear communication. Our surveys revealed that 63% of families valued follow-up communication that addressed their specific questions and worries.

Actionable Takeaways for Salespeople

• Active Listening: Engage in active listening to understand the unique needs and concerns of potential residents and their families. This helps build rapport and trust.
• Tailored Solutions: Use the insights from the data to provide solutions specifically tailored to each individual’s situation. Addressing financial concerns, for example, can significantly improve engagement.
• Consistent Follow-Up: Maintain regular follow-up with prospects. Use the information gathered from your conversations to provide meaningful and personalized follow-ups.

Integrating the Voice of the Customer

Understanding the voice of the customer is crucial for both marketing and sales professionals in the senior living industry. By leveraging data-driven insights, you can refine your strategies, build stronger relationships, and ultimately help more families find the right senior living options. Listening to your audience and responding to their needs with transparency, empathy, and tailored solutions will set you apart in a competitive market.
By asking the right questions and truly understanding the motivations, expectations, and barriers of your audience, you can ensure that your approach is both effective and compassionate. Embrace the insights from the data and use them to elevate your marketing and sales efforts.

Cappella Digital Marketing Solutions incorporates Roobrik assessments into our marketing strategies. We find the tool useful in both generating mid-funnel leads and hearing the voice of our customers.

We are committed to supporting non-profit senior living communities through innovative digital marketing principles. Our mission is to apply the disciplines that have been successful in our own communities to strengthen the client’s online presence, elevate brand awareness and drive meaningful lead generation.

Want to chat?  Contact us at CDMS@CLCLiving.org

About the Author

Evan Friedkin leads the business development team at Roobrik. Since joining the company in 2019, Evan has played a pivotal role in helping senior living operators engage and convert prospects through decision support. A recognized industry thought leader, Evan was named a 2024 Future Leader by Senior Housing News and is regularly featured on podcasts, webinars, and panel discussions. He shares insights on senior living sales and marketing challenges, decision science, and strategies for industry growth to better serve older adults and their families.