In recent years, consumer behavior has transformed due to a continuous increase in online research before ever engaging with sales. Prospects also traverse more and more touchpoints before committing to a purchase. Therefore, understanding the buyer’s journey is paramount to helping your sales team foster connections with prospective residents and their families at the right time.

How Buyers Have Transformed

According to Salesforce, a staggering 87% of consumers initiate their product or service searches online, underlining the importance of a robust online presence for senior living communities. Additionally, studies by PowerReviews reveal that 95% of consumers prioritize reading reviews before making purchasing decisions.

The modern buyer is discerning, engaging with brands across multiple touchpoints before committing to a purchase. Research indicates that securing a successful sale typically takes between six to eight touchpoints. These touchpoints extend beyond traditional phone calls to now include emails, social media interactions, interactive floor plans on websites, virtual tours, in-person meetings and more.

However, amidst this digital landscape, it's crucial to acknowledge the challenge posed by information overload. For example, individuals delete 48% of the emails they receive due to disinterest. This highlights the necessity for creative and personalized approaches to engage with prospects effectively.

Understanding the Buyer's Journey

To navigate the buyer's journey successfully and create personalized experiences, it's essential to deconstruct it into four distinct stages and align touchpoints accordingly. The stages include:

1) Attract

In this stage, prospective residents or their families are recognizing a need or trying to solve a problem. This stage involves helping them find your services and capturing their attention through various marketing strategies, including SEO, paid ads, social media and traditional marketing channels. 

2) Engage

Building a meaningful relationship with prospects is central to this phase. In this stage, they are researching more deeply, evaluating options and benefits. Utilizing blogs, emails, whitepapers, videos and interactive content fosters engagement and encourages further exploration of your offerings.

3) Win

In this stage, they are ready to make a decision. Winning the sale entails personalized nurturing, showcasing resident testimonials and facilitating a seamless buying experience. Each interaction contributes to building trust and rapport with the prospect.

4) Support and Delight

Post-sale engagement is critical for fostering long-term satisfaction and loyalty. Leveraging automated email communications, events and exceptional customer service enhances the resident's experience and cultivates brand advocacy.

Understanding the buyer's motivations and preferences in each stage empowers your sales and marketing team to tailor their efforts effectively. By combining digital and traditional marketing strategies, you can guide prospects through the buyer's journey and help them make the best decision for them.

Aligning Sales Strategies

It's also imperative to leverage sales alignment strategies and enablement tools to enhance team efficiency and effectiveness. By aligning sales and marketing efforts, organizations can streamline processes and deliver personalized experiences that resonate with prospective residents and their families during each stage of the buyer’s journey.

Successful senior living communities today are navigating the evolving landscape with confidence and agility by embracing digital innovation, mastering the buyer’s journey, creating personalized experiences and aligning sales and marketing initiatives.

Free Course: Learn How to Map Out Your Buyer’s Journey