When consumers look for a senior living or senior care provider, they almost always start with online research. However, since senior care purchase decisions are highly considered and consumers have concerns about COVID-19 safety precautions, most appointments and virtual tours are scheduled over the phone. Every conversion counts in this landscape — to optimize digital advertising ROI, senior living and senior care marketers are taking a data-based approach to driving these valuable call conversions.
Some Senior Living Marketers Are Facing a Decline in Demand Due to COVID-19
1. Senior living providers saw a 41% decrease in sales inquiries after the COVID-19 outbreak began. COVID-19 has created safety concerns for prospective senior care customers and their loved ones (Source: Enquire).
2. Senior living providers experienced a 27% decrease in initial tours. Fewer prospects wish to have in-person tours of senior living facilities during COVID-19 — instead, providers are pivoting to virtual tours (Source: Enquire).
3. Senior living providers experienced a 22% decrease in move-ins after the COVID-19 outbreak started. With less demand for senior care, every conversion counts — that’s why you need to be attuned to the entire omnichannel journey, including inbound phone calls. Calls have always been a key piece of the senior living journey, but now they’re more important than ever (Source: Enquire).
Senior Living and Senior Care Shoppers Often Begin Their Journey Online
4. 75% of senior living consumers research options on search engines. The overwhelming majority of senior living and senior care customers start their journey with online research (Source: Google).
5. 83% of nursing home consumers did not have one provider in mind while running a search. Most senior living consumers start out undecided, creating a golden opportunity for your marketing to educate and convert them (Source: LSA).
6. Senior citizens’ searches for “senior living” grew 15% in the past year. These searches will continue to increase as younger, more digitally savvy adults age (Source: HydroWorx).
7. 6,000 online searches related to senior care are made every hour in the US. Senior living/care marketers with strong SEO strategies have the advantage in today’s landscape (Source: Senior Housing News).
8. 68% of senior living marketers say their website is their most effective channel. After performing their initial search engine queries, senior living/care consumers will shop around on various websites to learn specifics. In order to capture leads, it’s important to optimize your website to drive calls and conversions (Source: Senior Housing News).
9. The average cost for a senior living lead is $431. This dwarfs the CPLs of most major industries, including business services ($229), software ($106), manufacturing ($235), and home improvement ($85) (Source: McKnight’s Senior Living).
10. The average conversion rate for senior living leads is 30%. Even after senior living and senior care marketers spend upwards of $400 per lead, the majority of these leads don’t convert (Source: McKnight’s Senior Living).
The Senior Living and Senior Care Consumer Journey Is Growing Increasingly Fragmented
11. The average sales cycle for an independent living resident is 120 days. By contrast, the average sales cycle for an assisted living resident is 70 days (Source: Imagewerks Marketing)
12. 47% of independent living residents move into a home after 2 years of starting their search. Independent living is a highly considered purchase — family members perform extensive research to ensure their loved ones are receiving the best possible care (Source: Creating Results).
13. It takes, on average, 25 touches to convert senior living customers. Throughout their research, family members will engage with senior living facilities through numerous touchpoints and channels (Source: Creating Results).
14. The average conversion rate for senior living web leads is only 23%. Whether by phone call or an on-site tour, senior care consumers often require offline interactions to help their decision-making process (Source: Creating Results).
Inbound Phone Calls Are The Most Valuable Conversion for Senior Living and Senior Care Marketers
15. 70% of senior living and care consumers will call during the consumer journey. Since senior living and care is a highly-considered purchase, it often requires direct communication with a qualified agent (Source: DialogTech).
16. More than 60% of tours at senior living communities are the result of an inbound call. Inbound phone calls are often necessary to move senior living consumers down funnel (Source: NextWave Care).
17. Calls will influence $1 trillion in US consumer spending this year. In our mobile-first world, calls are often the most convenient way for customers to convert (Source: BIA/Kelsey).
18. Phone calls convert to 10-15x more revenue than web leads. Calls are the most valuable conversions senior living and care marketers can drive. By tracking the calls driven by your senior living and senior care ads, you can measure your full ROI and optimize accordingly (Source: BIA/Kelsey).
19. Callers convert 30% faster than web leads. Calls provide a more immediate return on your senior living and care marketing investment (Source: Forrester).
20. Caller retention rate is 28% higher than web lead retention rate. Driving calls from senior living and care marketing campaigns is also more profitable in the long-term — callers are more loyal than web leads (Source: Forrester).
21. 84% of marketers report that phone calls have higher conversion rates with larger order value (AOV) compared to other forms of engagement. Phone calls are often the most valuable marketing conversions for senior care providers (source: Forrester).
22. 41% of organizations report having increased phone conversion rates by 25% or more in the past 12 months. Not only are consumers calling more due to COVID-19 — they’re also calling with higher intent to make a purchase. Both the volume and value of calls are increasing for many businesses due to COVID-19 (Source: Forrester).
23. 85% of marketers believe inbound calls and phone conversations are a key component of their organization’s digital-first strategy. Senior care marketers plan to tap into phone call data to better understand their customers and inform their strategies (Source: Forrester).
Conversation Intelligence Data from Phone Calls Helps Senior Care Marketers Deliver Better Personalization and Drive Revenue
24. 48% of marketers have provided or expect to provide enhanced customer experiences as a result of scaling conversation intelligence across the enterprise. With conversation intelligence data, senior care marketers can enhance ad targeting, segment email campaigns, serve personalized website experiences, and more, based on the content of phone conversations (Source: Forrester).
25. 43% of marketers have improved or expect to improve customer acquisition and retention as a result of scaling conversation intelligence across the enterprise. When you tailor consumer experiences based on the content of their phone conversations, you better meet their needs and earn their loyalty (Source: Forrester).
26. Marketers who have scaled conversation intelligence across the enterprise have seen or expect to see improved analytics efficiency, increased business efficiency, improved employee productivity, and seamless integration with existing systems. Conversation intelligence allows senior care providers to get smarter insights into their consumers and make more informed decisions to drive efficiency (Source: Forrester).
So What Can Senior Living and Care Marketers Do to Drive More High-Quality Calls?
- Make it easy for senior living and care shoppers to call you. This includes using call extensions on Google Ads, making “call now” an action on web pages, and including a call option on web forms.
- Track callers from marketing source to sale. This will help you understand how your digital marketing is generating calls.
- Integrate call data with your CRM and advertising tools. In turn, you’ll gain a holistic view of the customer journey and allocate your budget more effectively.
- Target past callers and lookalikes with the right ads. Your callers provide a wealth of targeting data you can use to more effectively acquire new customers and retarget qualified callers who failed to schedule an appointment or convert.
- Use call analytics to personalize the caller experience. To convert callers, it’s important to provide a frictionless, personalized experience that makes them feel valued and known.
- Analyze conversations to measure what percentage of calls aren’t being answered at each location, if long on-hold times result in high call abandon rates, if the caller was a good lead, if they converted, and which agents or locations are best (and worst) at converting callers to customers. You can then make the appropriate adjustments to your marketing and coach your agents if necessary.
- Optimize, analyze, repeat. Once you start generating more calls, it’s important to continually test and scale your processes, while correcting issues that hurt your ROI.
To learn more senior living and care marketing statistics, download our infographic — The Impact of Calls from Search on Senior Care Marketing.
To learn more senior living and care marketing statistics, download our infographic — The Impact of Calls from Search on Senior Care Marketing.Download the Infographic