A fast and efficient sales process is one of the most powerful competitive advantages your senior living community can have. It improves everything from move-in rates and NOI to employee morale and community culture, boosting nearly every facet of your operations.
But for too many sales and marketing teams in the senior living industry, a faster sales cycle falls under the easier said than done category, at least when they’re not using the right solutions and tactics. Thankfully, video is one of the most effective tools your team can use to quicken the pace of your sales process and help your community dramatically boost its occupancy, revenue, and growth metrics.
A Memorable First Touch
As the old saying goes, you don’t get a second chance to make a first impression. However, with a quick and personalized OneDay video, you can make sure that your initial touch with a prospect and their family is a memorable one.
Think of it this way – if you were a prospect, wouldn’t a short but sincere video message from a community be far more engaging than a phone call, letter, or email? Video grabs a prospective resident’s attention and holds it, simultaneously showcasing your community’s humanity, empathy, and commitment to excellence.
In other words, an introductory OneDay video shows you’re willing to go the extra mile. Of course, showing your face, displaying your personality, and presenting yourself as a person that a prospect can relate to and trust only amplifies the engagement with your video. In the end, you’re able to engage a prospect faster and more thoroughly, speeding up your entire sales process.
Another Layer to Your Content
I’m not saying that video should be your only form of content – far from it. But when you use video as a pillar within your larger sales and marketing strategy, it also bolsters your other content and accelerates the entire sales cycle. For instance, in an email campaign, video can be a remarkably effective way to summarize vital information.
For a prospective resident or decision-maker, the ability to watch a video embedded in an email that emphasizes key takeaways from your linked content – perhaps an ebook on choosing the right senior living community – is far more convenient and memorable than blocks of text, no matter how eloquent they might be. Plus, according to recent research, 69% of people prefer to learn about a product or service through video over text.
Continuously Build the Relationships
One of the most important goals in senior living sales and marketing is to establish and grow relationships with prospects and their loved ones. This need drives everything from your lead generation tactics to sales stages further along the sales funnel. The problem, however, is the significant amount of time this critical process requires across multiple touchpoints to gradually generate rapport.
Video significantly cuts down the time you need to establish relationships with prospective residents. When someone watches a OneDay video from your team, it quickly creates a sense of comfort and familiarity. And once you’ve laid that groundwork, prospects are more emotionally committed and responsive to your messaging.
Personalize Offers to Stand Out
According to research, 80% of customers are more likely to make a purchase when you’re able to personalize your communication with them. Fortunately, video content makes that critical personalization fast and convenient. In fact, it doesn’t take more than a few minutes to create a personalized video made specifically for an individual prospect.
By personalizing your video messages, you’re distinguishing your community from the competition. In the meantime, when used within a well-planned sales and marketing strategy, you’re also driving greater email open rates, click-through rates (CTR), and response percentages from prospects. That’s the competitive edge OneDay creates for our partner communities, and we can’t wait to tell you more about it.