Here in the U.S., the holidays are around the corner. While many of us await incredible meals and cherished memories, others have a far more difficult task. As loved ones reconnect, many must have intentional discussions about what to do with their aging family members. Knowing there will be a spike in outreach during and after the holidays, your team should be prepared. Let’s look at three tips for prepping for senior living sales during and after the holidays.
Promote advantageous reasons why winter is an ideal time to transition
One of the most important things all senior living marketing must ensure is empathy and understanding. Even when highlighting difficult decisions, focusing on the emotional boost this move can make is vital. While many may believe a post-holiday (January/February) move might be troublesome, the reality is there are many benefits to this season.
As Premier Senior Living points out, living costs are usually higher in the winter. Additionally, increased illness probabilities often arrive during colder months, and, depending on your community’s offerings, promoting safety can be a huge selling point. If an elderly loved one is escaping their home during the winter, the consequences can be far graver. Clearly, don’t just harp on scary “what ifs.” Position the positive your community provides rather than emphasizing the negative.
Show off your holiday spirit
The weeks following Thanksgiving and Christmas in the U.S. generally see a large increase from people looking for senior living sales or services online, according to Seth Brent of G5. Just because these individuals will have just celebrated these (or other winter holidays) doesn’t mean they aren’t curious as to how their loved one(s) will experience these events next year.
Make sure to promote the festive, inclusive, and caring holiday events your community provides. Allow the searchers, whether they be the individuals considering the move or their family members, to picture their involvement this time next year. By demonstrating the experience your current residents are having, you’re also allowing others to self-select their own inclusion in the future.
Step back from senior living sales for a beat
One of the best ways to promote empathy, understanding, and care during the holidays is to take a moment to break away from selling so directly. Instead, use the holidays as an opportunity to really connect. Find ways to reinforce the human, emotional element of your community with those considering it.
A Place for Mom promotes a number of ways to engage family with their loved ones in senior care during the holidays. Consider tweaking similar ideas to resonate with those who aren’t yet residents of your community. Share out (with permission, of course) a favorite family recipe from a current resident. Compile a list of “favorite childhood gift” answers from current residents or poll residents for their favorite holiday films and then provide those results to prospects in a festive email.
When it comes to senior living sales around the holidays, the overall strategy shouldn’t change. Empathy, patience, and care should always be at the center of your communication. However, during this time of year, it’s important to continue to remind potential residents and their families that transitioning to your community can heighten their holiday experiences for years to come rather than fostering a season of concern or worry.
Interested in learning more about sales strategies for senior living? Check out our eBook! Ready to discuss how Covideo can take your team to the next level? Chat with one of our senior living experts today!