By Rick Hunsicker, Vice President Sales Services – Western Division
1. “Schedule a Tour” may require too high of a commitment by your prospect.
Put yourself in the shoes of a senior or adult family member who’s in the initial stages of researching senior living options online. In this hypothetical scenario, you (as the senior or adult family member) don’t even know if senior living is right for you or your loved one, so you’re trying to learn more about the benefits of senior living versus staying at home.
At this point in your journey, you’re likely not interested in scheduling a tour or coming in for a visit, so you avoid the “Schedule a Tour” button or sign-up form. As a result, the community whose website you visited missed an opportunity to learn more about you, your needs, and your interest in senior living.
Senior living websites would better serve their website visitors by adding a call to action that requires less of a commitment from their prospects.
We recommend a “Free Planning Guide for Seniors” (or something similar) that not only provides helpful guidance and information that your prospects are seeking, but that also gives your community an opportunity to collect name and contact information immediately preceding the download of this guide.
2. “Schedule a Tour” isn’t a unique or compelling call to action.
When most (if not all) senior living communities’ websites are using “Schedule a Tour” to compel their prospects to take the next step, how do you stand out from the crowd?
The answer: Offer your prospects valuable content that’s different from what everyone else is offering on their website.
Of course you want your prospects to make an appointment to visit your community in person. But when a senior or adult child is researching their options, the same old “Schedule a Tour” call to action on website after website can start to make eyes glaze over.
What if you provided a “Free Planning Guide for Seniors” that your website visitors can download upon filling out a form on your website? It’s worth testing against (or in addition to) “Schedule a Tour” to see how it works.
3. “Schedule a Tour” doesn’t adequately represent the benefits of a senior living community visit.
“Tour” is a four-letter word that minimizes the senior living presentation. Anyone can give a tour. Trained senior living sales and marketing professionals give presentations or perhaps even provide consultations.
“Schedule a Tour” may sound less sales-y than a presentation or consultation. But if we, as an industry, can help our prospects understand that we offer so much more (in terms of guidance and education) than a guided walk-through of a community, we’ll see increased demand for senior living.
Note: We’re not suggesting you scrap the “Schedule a Tour” call to action altogether, but rather to add another call to action to complement it.
Editor’s Note: This blog originally was posted on the Hunsicker Senior Living blog which we are now migrating to this current site.
For more information on how to generate more qualified leads, contact Tim Bracken at 410-207-0013.