I’ve watched senior living sales evolve dramatically over the past three-plus decades, and perhaps no change has been more significant—or more misunderstood—than the rise of digital leads.
Let me be candid: If you’re like most sales counselors, you tend to view digital leads as the least qualified, coldest, and least likely to convert. Of course you do, when you have much hotter prospects willing to visit the community. Why spend time on someone hiding behind a screen when you could focus on a prospect ready to tour?
But I’ve learned something critical over my years in this business: Your future self will thank you for being patient with digital leads today.
Meet Bob to Understand the Digital Lead Mindset
Digital leads aren’t just cold contacts—they’re people at a specific point in their decision journey. While a direct mail responder might be reacting to an invitation, a website inquiry represents someone taking proactive, intentional action to learn more.
This distinction is crucial. Digital inquiries often come from people who:
- Want more control over their journey
- Prefer to learn information at their own pace
- May not be comfortable with immediate human interaction
- Might be analytical by nature, researching thoroughly before engaging
In short, digital leads require patience. Let me share a story that illustrates why patience matters, whether with a digital lead or not. I once had a prospect named Bob who called but wouldn’t give me any contact information beyond his first name. He simply said, “You’ll know when I call back. When I say ‘Tell Genie Bob’s on the phone,’ you’re going to know it’s me.” So, I entered only his first name in the CRM, along with the notes I had from my conversation with him—learning everything I could EXCEPT his last name and contact information! Then I waited. And waited some more.
Many sales counselors would have written Bob off as an unqualified lead or someone not worth pursuing. But I respected his boundaries and let him control the engagement. And guess what? He called—when HE was ready to take the next step. Bob eventually moved into our community.
The Hidden Human Behind the Click
When someone fills out a form on your website, there’s much more happening than meets the eye. We don’t know what other influences led them there:
- Was it a digital ad they saw on Facebook?
- Was it a friend’s recommendation?
- Was it a personal experience that triggered their search?
They might not have clicked that button “cold”—they could have all those influences already guiding them. The information they provide (or withhold) offers clues about their priorities and concerns.
For example, when someone selects “do not contact me, just send pricing,” we know they’re price sensitive. But we don’t know their other motivations or concerns. Remember, considering a Life Plan Community is such an intimidating territory for anyone. When people start their search, they don’t know what it’s like to be a resident. There’s fear underlying their cautious approach, even when it manifests as “don’t contact me.” Be empathetic to that understandable cautiousness.
Best Practices for Nurturing Digital Leads
With thoughts of patience and empathy on our minds, here are some strategies I’ve found effective with digital leads:
1. Take a gradual approach
Instead of immediately pushing for an in-person meeting, start by sharing useful information. This might include resources about senior living generally, then gradually introducing community-specific information. Don’t dump everything at once – pace it out.
2. Respect their boundaries
When a prospect indicates they want “pricing information only” or minimal contact, honor that request—but don’t abandon them. They’re telling you something about their decision-making style.
3. Leverage technology appropriately
Tools like drip campaigns can automate some of the nurturing process, sending relevant content at appropriate intervals. This keeps you connected without being pushy. Tools like financial calculators allow prospects to explore affordability at their own pace.
4. Pay attention to digital behavior
Notice which website pages they’ve visited or which newsletter links they’ve clicked. This provides valuable insight into their interests. If they’ve been reading about pickleball rather than the book club, tailor your follow-up accordingly.
5. Block time specifically for digital lead nurturing
Just as you block time for tours and in-person appointments, set aside dedicated time to work with digital leads. Don’t just focus on the “easy” leads that are ready to visit – that short-term thinking will catch up with you when your pipeline dries up.
The Future You Will Thank You
I understand why sales counselors gravitate toward the warm body that walks through the door. It feels like the path of least resistance. But the future you, and your future community census, will thank you for putting in the time now to nurture your digital leads.
The reality is that consumer behavior has changed. Boomers research differently than previous generations. Digital leads today are different than they were even five years ago, and digital targeting has improved dramatically. The real need with digital leads today is learning that generating targeted digital leads is far more important than merely generating a high volume of leads, as one of our clients described as a guest blogger on her journey From Quantity to Quality: Transforming Our Digital Marketing Strategy.
So don’t discount digital leads. Each one represents a real person who took the initiative to reach out, even if they’re not ready to meet you face-to-face yet. They deserve your patience, your respect and your professional guidance through what is, for them, uncharted territory. Your pipeline and your future occupancy depends on it.
If you’d like to talk further about digital leads, we’d be happy to do so. Reach out to Wayne Langley at wlangley@loveandcompany.com to find a time. In the meantime, I recommend checking out this really engaging panel discussion on making the most of sales appointments with digital leads, where Emotional Intelligence Drives Success in A Digital-First Marketing World.
