Every senior living environment claims to have a similar set of benefits. The impact of outreach and ads diminish when seniors and their families view all these claims as similar. A story approach reaches beyond the competition by showing and demonstrating the very same benefits in a way that is both believable and memorable.
Seniors love telling stories, and in many ways they communicate through story-telling. If you’re in the business of senior care, you can gain more interest, and even improve your inquiry-to-tour ratio, by transitioning to a story-telling approach.
If you can align your materials and address the concerns of adult children and their parents, your message will be more powerful and memorable.
5 Tips for Improving Your Senior Living Brand Story
1. Define the key differentiators that you offer
Take some time to consider how your facilities, activities, dining programs, etc. are set apart from your competitors. What makes you truly different?
2. Define the key needs that you meet for seniors as well as their engaged family members
Sit down and make a list of the questions you or a team member receive during your tours. Consider the pain points of adult children as they consider senior living, or foundational concerns of a potential resident. How does your service offering address those?
3. Describe the ideal experiences (story) of your prospects who become customers and how they experience the unique difference you provide
Starting with your differentiators, begin building stories around what your residents experience. Gather quotations and listen to your “ideal” prospects-turned-customers. These stories and experiences can be golden marketing messages!
4. Review your print and digital material to see how it currently tells your brand story
Print out some of your digital ads and key content and lay them next to your print materials. Circle words that mimic each other or conflict. Write a few phrases that sum up the messaging you are currently using.
5. Align the content, imagery and video in your marketing to tell your story more effectively
Once you’ve completed step four, it will be clear what gaps, contradictions, and confusion you have in your marketing messages. Now read through the stories you gathered in step three, the concerns you gathered in step two, and the differentiators you discovered in step one. Rebuild your messaging by incorporating these important elements, each step building on each other to help you focus your brand and celebrate your unique position.