Optimizing your website for mobile devices is essential for senior living operators. Prospects are searching online for an older living community, and the use of search engine optimization tools to engage them can boost website traffic by 128%. Pacifica Senior Living, an assisted living facility in San Diego, used automated web engagement tools to drive a 128% increase in website traffic.
When prospects search for living options for seniors, much of their search is done online. What they find depends on how each operator uses the web to attract and engage their interest. San Diego-based Pacifica Senior Living not only used the web to engage their future customers, but also used search engine optimization and automated engagement tools to boost website move-ins with 128%.
“I realize the importance of online reviews and a stellar reputation,” says Lucie Barry-Punches, Director of Digital Marketing for Pacifica. As you study the Pacifica property portfolio and evaluate the source of each move, you often see many of the usual referrals: Caring, A Place for Mom and other sources that most companies the elderly are familiar with them.
However, while researching Pacifica’s online profiles, she continued to see a new review site: Family Assets. Impressed by the variety of reviews at various locations, Barry-Punches reached out to the parent company Further to dig deeper into how they could join Pacifica for continued growth.
After designing a partnership, they looked at ways to combine their efforts to increase digital conversions. Further, the team has guided them through the ways in which their artificial intelligence-assisted virtual sales assistant can automate the sales process to better engage prospects through web-based chat.
With this new technology, every Pacifica community website has been able to drive more of its site traffic, qualify and capture leads for the sales team. This allowed Pacifica sales teams to focus on full qualified leads coming directly from their own website.
The result? From June 2020 to June 2021, Pacifica saw a 128% increase in movements originating from their website, with 40% of all website traffic coming directly from Further’s automated digital conversations.
Effectively using data to precipitate changes to the sales approach
Pacifica has learned that the proper use of Further can transform a senior living website into a virtual sales office through automation and data collection. Further’s automated chat feature has increased communication with prospects on the website, created an active sales experience and gained valuable insights along the way. This knowledge can be easily viewed in a dashboard of treated metrics, providing insights into sales activity, marketing performance, and much more.
Further dashboard organizes the data by location to ultimately ensure that the prospect finds the information they need more efficiently. The data collected for each location is also unique, as what works for one location does not automatically work for another.
For Pacifica, quick and easy access to all this data helps its approach to SEO optimization, thus increasing organic traffic. Most of this data is available in Google analytics but the More Dashboard allows operators to make quick recommendations to sales teams to make sure they have the data they need to stay ahead of the curve. prospect at the right time.
Bringing local flavor through carefully collected data
Pacifica used this refined data to create relevant search experiences for each community and new users. For Hollywood Hills, the pacific Hollywood seniors community of Pacifica, the team of Further targeted the website’s keywords for that specific community, changed some of the links on the site and update all tags.
After analyzing past knowledge and traffic, Further made searches easier for the iPad and instructed the pay per click (PPC) team to reduce bids from 11 p.m. – 7 a.m. to use the budget more effectively. Barry-Punches also asked for the previous three months of keywords in the search term in order to refine them. She learned the times when people were looking, and she changed Pacifica’s strategies to accommodate those prospects.
After seeing the initial success of the chat function and its ability for prospects to raise their hands and share information, the team worked with Further to add a nurturing campaign, using messages. Automated SMS to reach people who have not yet committed.
As a result, Pacifica can better see the prospect / lead journey and know how to tailor the commitment to those prospects. They can use More Intuitions to reverse-engineer a shift and see what keywords, devices, and times of day each person entered to find a Pacifica location. And they can use the chat function to automate conversations with potential leads. Barry-Punches has seen better results with the chat function More than their previous chat efforts.
“We can learn how close they are to prospects so we know if a salesperson should reach out,” says Chris Beaudin, head of marketing at Fulther. “Or we can expect them to raise their hands in the chat to say, ‘Hi, I’m ready for a sales person to give me a tour.'”
In total, Pacifica uses the More tool to get these personalized insights for each of their 89 properties. In Hollywood Hills, Pacifica saw the following results:
● – Lead volume increased by 44%
● – Overall traffic increased by 10%
● – Session length increased by 5%
The downside of data — and how to fix it
The more data you run the more leads. And with more leads comes the risk of a reduction in moving ratios. To combat this data disadvantage, Pacifica is refining its automated selection tools.
“With the most leads, one thing we added was the‘ financially unqualified ’note,” says Barry-Punches. Pacifica can ensure that even with the increase in lead volume, sales teams are able to quickly give up on quality leads and avoid some of the prescreening. Determining whether a lead is right for a certain location is challenging, and More is another tool for the sales team. Ensuring that sales teams are as successful as possible is a win-win for Pacifica and prospective families. The digital world is the perfect place to capitalize on new qualified leads and if there is a way to refine this process for a sales team, Barry-Punches will find every possible way.
“We help people connect more directly and at the right time,” says Beaudin.
In the end, Further helped Pacifica manage the move, optimize sales efforts, and reduce the cost of paid moves.
“With Fulther, I can easily see the top sources for traffic / move-ins and how I can strategize to reduce the cost per lead,” says Barry-Punches. “My goal is to keep the cost-to-lead as low as possible. When Google’s organic traffic is the best source, it means I’ve done my job effectively and I feel satisfied. I’m really happy to work with Further. “
This article is sponsored by Further. To learn more about how to improve your website and drive more traffic, visit talkfurther.com.
Not covering senior news, Jack Silverstein is a sports historian and staff writer for SB Nation’s Windy City Gridiron, making regular guest spots on WGN and 670-AM, The Score. His work has appeared in the Chicago Tribune, RedEye Chicago, ChicagoNow, Chicago Daily Law Bulletin, Chicago Magazine, and others.
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