Although the pandemic has created extreme challenges for the industry, senior living experts say the pandemic has also created new opportunities for marketing teams, including:
- A focus on building trust with prospects and families to create a pipeline for future business once the crisis subsides.
- A commitment to ongoing collaboration during remote work to ensure consistent messaging.
- A strategic approach to working as a team— including sharing best practices and dividing duties according to each person’s strengths, such as effective outreach through wellhoned telephone skills.
- A willingness to address COVID-19 directly, with clear messaging about how the senior living community is responding to the pandemic.
- A proactive addition of negative keywords like “COVID-19” and “coronavirus” to digital ad campaigns so a facility’s ads won’t show up during a search for these topics.
- The addition of marketing tech platforms that can help everyone who’s working remotely do so efficiently as a team.
- The addition of digital tools that integrate a community’s branding into sales collateral, like videos of virtual tours.
- The creation of marketing offerings that also support current residents, families, and staff.
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