Amplify Senior Living Sales with AI in Senior Living Marketing

For the five years, I’ve worked with sales and marketing teams at senior living communities. This work has ranged from multi-family communities to continuing care retirement communities (CCRCs), also known as life plan communities. Marketing senior living is about more than a service or product; it’s about selling a lifestyle.

While people may buy a car for a “lifestyle” purpose, they typically aren’t spending $4,000-$10,000 per month for it. To be a successful senior living marketing expert, you need to be creative, even without AI. This post will cover the reality of AI in senior living marketing and how it can boost your marketing strategy.

If you haven’t considered how AI in senior living marketing can help you, you might already be behind. Don’t worry; it’s easy to catch up once you adjust your daily process. This technology offers marketing applications to improve many facets of senior living marketing.

How I First Discovered the Power of AI in Senior Living Marketing

It all started while working on content for a client’s new website in 2020. This was one of the most demanding clients I’ve worked with in years. We had already created a new brand, logo, tagline, messaging document, and buyer personas for their CCRC community.

I had mountains of content to sift through as I developed their website. This included content my agency developed for this client and content from their in-house team. It was overwhelming.

My team also felt the crunch. I was exhausted, knowing I still had to review everyone’s work to ensure it aligned with our strategy. I needed to find a solution to streamline our workflow.

AI for Content Creation

When I was a kid, I would dream of robots who could do all my work for me. Back then, this idea was a childhood fantasy. But as technology evolved, I began using AI tools to boost creativity and save time. Now, tools like Jasper, Frase, Copy.ai, and WriterZen make this fantasy a reality.

These programs generate original marketing and sales content within minutes, acting as a starting point for blog posts, social media posts, and other marketing materials. For example, you can use AI to create ad copy. Let’s say you need Google Search ads for assisted living at your community.

Simply input context, like what your community is about and basic facts about assisted living, into the AI platform. The tool can then generate compelling copy in minutes. These tools can even write engaging blog content, brochures, and website copy.

Of course, any seasoned marketing director knows that AI alone is rarely enough. The best marketing requires a human element and a deep understanding of family decision-making. After all, you’re not just selling a product. This type of marketing sells a complete lifestyle shift for families.

AI-Driven Lead Generation

AI in senior living marketing offers many marketing applications beyond content creation. In today’s marketplace, it’s essential to nurture qualified leads through marketing automation.

This process can use predictive analytics to identify leads, qualify those leads, and nurture leads, all on autopilot. AI platforms give senior living marketers a significant advantage by using natural language processing.

Let’s go back to the Google Ads example. If a lead comes from a Google Ad, they are likely closer to a buying decision. Chances are they are at least somewhat ready to transition mom, dad, or a loved one into a community soon, but maybe not quite yet.

AI marketing tools can assess huge quantities of data in real-time. Imagine your marketing platform automatically adjusting bids and optimizing marketing budgets for you.

Or maybe it automatically scores the leads based on criteria you determine, such as demographics or internet behavior. That means more potential residents for your community.

Using AI for Senior Living CRM Integrations

For years, the senior living industry has used powerful CRMs (Customer Relationship Management systems) like Yardi, Enquire, and LifeLoop. Some systems, like VoiceFriend, specialize in prospect phone calls and resident communication.

This technology allows sales directors to organize and track prospective residents easily. CRMs are beneficial for a variety of reasons. They allow sales directors to schedule tours, set appointments with family members, understand lead disposition reasons, and much more.

But, how can integrating AI into your CRM platform improve on what is already a mature product for the industry? AI can achieve this by better understanding the customer journey. This includes learning what information prospects review most on your website and how many times they’ve called to inquire.

You can also utilize AI to see how many times someone called versus submitting an online form. Other valuable insights include whether their adult children also viewed the website and the reasons they have for not moving in yet.

AI gives the sales director an edge over leads who they suspect are far from ready to move in. Imagine an AI-powered chatbot integrated into your existing CRM system, giving leads 24/7 support. This technology can take your customer service to the next level.

AI Can Power a Personalized Customer Journey

For many years, developing personalized communications to residents, family members, employees, and prospects was largely done via “snail mail” and a few personalized email messages. This meant personalizing messages to dozens, if not hundreds, of people, requiring lots of work from a marketing and sales team.

Today, AI in senior living marketing allows communities to segment and personalize communication, even for large lists. In many instances, AI makes this process hands-off. It might even involve something as basic as using AI to add the first name of a lead to the subject line.

Imagine you have 1,000 leads on your email list. Instead of sending out one mass email, you could tailor messages based on where a lead is in the sales funnel. AI makes this a possibility. That means happier residents and less resident and/or family attrition for you.

The Impact of AI in Senior Living Marketing

As AI marketing platforms rapidly evolve and mature, senior living providers must embrace these cutting-edge solutions. These powerful AI tools provide sales and marketing teams with what they need to drive engagement.

In a competitive market like senior living, embracing this technology now may very well make the difference for organizations slow to adopt. Don’t fall behind on the latest trends in senior living.

Conclusion

This is a remarkable moment in time for AI in senior living marketing. Those bold enough to integrate AI into their sales and marketing workflows will ultimately gain an edge over competitors slower to adopt.

In the past year alone, many senior living communities have already incorporated several new AI tools. The only thing holding marketers back is their imagination. This technology can elevate marketing campaigns and improve overall resident care.

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