Wielding Senior Living’s Explosive Referral Superpower

February 21st, 2024

Every community, large and small, has a hidden superpower - one that third-party referral platforms could never come close to matching. Put simply, this superpower is the “trust” that only a community in direct relationship with its residents and their families can cultivate during the care cycle.

The Persistence of Purchased Leads

Third-party referral platforms have positioned themselves to provide the “social proof” that families seek when making a decision at the acquisition stage, and prior to the relationship stage where trust is cultivated. Third-party providers dominate online searches and that’s not likely to change any time soon. With aggressive marketing strategies and huge budgets for Search Engine Optimization (SEO) and Search Engine Marketing (SEM), third-party referral websites have inundated digital marketing in the Senior Living space since the late 2000s. It’s difficult to remember a time when they weren’t a factor.

To be fair, third-party referral platforms can offer valuable services that help families navigate the complex landscape of senior care options. Further still, some have even become more community-friendly with additional branding features that give a “contracted” community more opportunity to set itself apart. But despite this, some core concerns and frustrations remain among Senior Living professionals. Among those are often:

• Saturated search results that challenge internal efforts to rank highly.
• Large fees, often equaling a full-month’s rent.
• Prohibitive contract terms for some smaller or medium-sized communities who offer great services.
• Appearing to be the contact for the community when really an outside party.
• Indirect representation by agents having no direct community experience.
• Disputes over lead ownership and duration.

The Superpower of Trust

Although lead providers intercept traffic and often win the battle at the acquisition stage for people conducting online research, communities can intercept and gain their own leads by making the most of the relationship stage - a stage that only they will control. This happens prior to the need for online research and in a purely genuine way. When relationships with residents and their families are nurtured properly with consistent communication, they become brand ambassadors.

Brand ambassadors can source higher-performing leads at considerably lower costs through a well-managed Refer-a-Friend program. Executed properly - and with the right level of technology support - this can supplement the leads that were diverted from the top of a community’s Sales Funnel and claimed by third-parties. In effect, these communities roll out the red carpet to welcome warm, qualified leads through a brand new door that they’ve intentionally constructed further down the Sales Funnel. As a final vindication, these communities can nurture their purchased leads into brand ambassadors who source free, organic leads… over and over again.

Consider the comfort it can bring a prospective resident and his or her family when a community is recommended by a trusted friend or colleague. Many consumers today struggle with the senior living sales process. They have difficulty understanding the industry terminology, they find it difficult to comprehend their options based on their financial resources, and ultimately, they are spinning emotionally from the bastion of referral provider sites looking to turn them into just another prospect in their quiver. A trusted friend or colleague’s recommendation represents a strong win-win-win for communities, their current residents, and their prospective residents. This is at the heart of why Family and Friend Referrals are consistently the most successful marketing tool available.

So Why Not Wield This Superpower?

In discovery with Senior Living communities, we often hear a strong consensus for the need to source more leads organically, particularly among Independent and Assisted Living providers. Yet, our research shows that less than 20% have an identifiable program. Of those, many lack the technology support needed to intentionally develop effective brand ambassadors and to consistently promote a strong Refer-a-Friend program.

This data suggests a clear opportunity for communities: no matter how a resident came through your door initially - be it by your own marketing efforts, a third-party referral platform, or just a walk-in - he or she and their family are now yours to nurture, build trust with, and become your best brand ambassadors.

Implementation Tips for a Successful Refer-a-Friend Program

Senior Living organizations can develop a Refer-a-Friend program that not only addresses the concerns associated with third-party referral websites, but that also strengthens community bonds, enhances the brand, and ultimately provides better care outcomes for residents. Here are a few, key implementation tips for a successful Refer-a-Friend program.

• Clear Communication: Clearly outline the benefits of the Refer-a-Friend program to current residents and their families. This includes how to make referrals, the rewards for doing so, and the impact their referral can have on the community.
• Simplify the Process: Make the referral process as easy as possible. Provide simple forms or an online portal where residents or their families can submit referral information.
• Recognize and Reward: Offer meaningful rewards for successful referrals. This could be in the form of rent discounts, special services, or even public recognition within the community.
• Track and Optimize: Monitor the effectiveness of the program and seek feedback to continuously improve. This includes tracking the quality of leads generated, the conversion rate, and satisfaction levels of both referrers and new residents.