We live in an age of easy information, but that doesn’t mean that the information you provide in your assisted living marketing program delivers the right information to prospects at the right time. Assisted living facilities are smart to create a range of content that addresses each stage of the “buying cycle” and nurtures leads until they reach a purchase decision.

As an example, let’s say a prospect, Susan, is concerned about her elderly mother’s ability to continue living in her current home. Susan may ultimately determine that assisted living is the right choice. But , right now that’s too far in the future. The questions on her mind at this point may include:

Can someone help me determine what kind of care and assistance my mother really needs?
Is there a way to make my mother’s home a safer living environment?
If she’s not safe at home, what are my next steps in finding an assisted livig facility for her?
Susan is at Stage 1 of the buyer cycle, Problem Recognition. Her questions will not be the same as somone who has already decided that assisted living is the right choice. While she is not actively looking for an assisted living residence, you still want her as a lead in your sales pipeline. You can keep her in your marketing orbit by addressing her current concerns and publishing content that will engage her as she moves forward in making a decision. This marketing strategy is key to attracting prospects, converting them to leads, and nurturing them so that if they decide on assisted living, they’ll think of you as a trusted resource.

These purchase cycle consists of these stages:

(1) Problem/Need Recognition

(2) Information Search

(3) Evaluation of Alternatives

(4) Purchase Decision

(5) Post-Purchase Behavior

Susan is a good Stage 1 prospect. To capture her attention, think about what types of information she will search for online. For example, Susan might click on a blog post called “Should Your Parent Live Alone.” She might also download a checklist called “How to Tell If it’s the Right Time for Assisted Living.” She is unlikely to view a video called “How to Choose a Senior Living Facility if she doesn’t even know if that’s what her mother needs!

If and when Susan does decide that assisted living is the right solution, she might do a search on “What to look for in an assisted living facility,” or view a video with information about “What to Expect from Your Senior Residential Community. You get the idea… When publishing content, one size does not fit all. People need information that is immediately useful to them. What is relevant at the “Problem Recognition” stage is not the same as what is relevant at the “Evaluation” or “Purchase Decision” stage.

The wise assisted living marketer would do well to think carefully about how to publish content that addresses concerns at every stage. Some examples of relevant content appear below.

Senior living decisions can be confusing, with a different set of concerns at each step of the process. Take advantage of understanding your audience’s buying cycle. Make it easy for your audience to find the right content at the right time. By providing relevant information at each stage, they’ll think of you when the time is right.
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