Mature Marketing Links of the Week – Resident Knows Best
Happy Monday! This week’s mature marketing stories that had people talking examine the benefits of resident surveys and content marketing. Have something to add? Please be sure to incorporate in the comment section.
MOST CLICKED: Content marketing (also known as inbound marketing) is all the rage these days. Why you ask? Because it generates more leads and sales while increasing your ROI, by highlighting the value of your brand in a non-threatening way. A recent article examined just how (and why) it is so effective.
First and foremost, the author defines inbound marketing as:
Some statistics the article included:
MOST SHARED: Never underestimate the power of a resident satisfaction survey. At Creating Results we work closely with many Senior Living clients as they strive to not only attract new prospects, but work with happy residents to generate even more word-of-mouth marketing (and leads) for their communities. It goes without saying that the more content the resident, the more enthusiastic the recommendation to friends.
A Senior Housing News recent article and webinar discussed just how powerful a resident satisfaction survey can be. The piece followed The Marshes at Skidaway Island, a CCRC in Georgia. After struggling with resident satisfaction the community decided to do something about it by capturing insights from residents to help improve the community. The result? Within the first year The Marshes reported positive increases in occupancy, sales and referrals.
Resident surveys can help identify not only areas for improvement, but where your community already is heads above the competition. But a survey is only as effective as your approach to what happens next, what you do with those insights.
“You get out of a resident satisfaction survey what you put into it,” said Catherine Jenkins, vice president and director of operations management at Life Care Services. “I’m not talking about just the process of getting it distributed, but what you put into those results. … The commitment to put the hard work in [during] the years leading up to that survey is really critical.”
For The Marshes, they received feedback from residents that highlighted the need to make some improvements within their Health Center. By implementing some changes to their overall approach they were able to move the satisfaction needle from 59% to 90%. This satisfaction has led to more resident referrals and new members of the community.