20 Stats Senior Living and Senior Care Marketers Can’t Ignore in 2020

Derek Andersen Copywriter, DialogTech

When consumers look for a senior living or senior care provider, they almost always start with online research. However, since senior living and senior care purchase decisions are highly considered, most consumers will place a call to schedule an appointment or book arrangements. To optimize digital advertising ROI and acquire more customers, senior living and senior care marketers are now taking a data-based approach to driving these valuable call conversions.

The Senior Living and Senior Care Market Is Poised to Grow Dramatically

1. The United States home care market is expected to grow from $100 billion in 2016 to $225 billion by 2024. This represents a 125% increase (Source: Business Insider).

2. 2 million Americans will live in senior care communities by 2030, doubling from 2016. As the adult population ages, senior living will become a more competitive industry (Source: American Senior Communities).

Senior Living and Senior Care Marketing Budgets Are Stagnating

3. 60% of senior living marketers have seen their budget stagnate or decrease for 2018. In the face of rising CPLs, senior living/care marketers are under increasing pressure to do more with less (Source: LinkMedia 360).

Senior living/care marketing budgets are stagnating

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 on 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).

Senior Living and Senior Care Marketers Can Drive More Revenue by Tracking and Analyzing Inbound Phone Call

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).

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