How many times have you called a business recently to double check their hours, or ask questions about a policy? You’re not alone. When it comes to senior living, your prospective residents and their families also like to call. G5 data shows that picking up the phone is a preferred way to connect with your community. In fact, G5 data shows that up to 90% of leads come to communities via phone call. But, we know not every person who calls your community is a decision-ready senior or loved one. They might be a vendor, or current resident’s family member curious if they can visit during the ongoing pandemic, or asking about how you’re keeping their loved one safe in your community. These are important phone calls, but they don’t move the needle on increasing occupancy. 

It begs the question: are my marketing efforts actually driving prospective residents and their families to call a community? 

By identifying which callers have actual intent to move-in and leveraging data, senior living community teams can collaborate to go for quality over quantity in their efforts. Our newest senior living marketing solution, Intent Trends, acts like a strategic handshake between sales and marketing departments and is just the ticket for elevating your digital advertising and making more informed marketing decisions.

The Challenge

As your communities navigate the ongoing pandemic, your marketing efforts are likely under a microscope and expectations are higher than ever to turn marketing dollars into measurable returns. According to the NIC MAP Market Fundamentals, Q3 2020, senior living occupancy rates are at 82.1%. The pressure is on marketing teams to increase occupancy. As such, your success needs to be scalable. 

Technology and automation empower marketing and sales teams to both repeat what is working and to find ways to stretch their marketing budgets to deliver the most qualified leads. However, the real challenge is being able to analyze mounds of data and pivot quickly, particularly in a year like this one when local restrictions have upended traditional leasing seasons.

Solution Overview: G5 Intent Trends

G5 Intent Trends provides better insight into which marketing channels drive phone calls from people with the highest intent to move-in. Armed with this insight, it automatically redirects advertising budget to the highest-performing channels. Intent Trends uses machine learning to distinguish “qualified” calls — those made by seniors or their families researching your community — from other callers, such as vendors, staff, or current residents’ family members. But, the real magic happens when we use this intent insight to understand which marketing sources deliver these qualified leads. This diagram helps to visualize how we can sift through the noise to focus on the most-qualified callers — and not every single caller.  Illustration of the calls Intent Trends Optimizes for

Optimize Marketing Spend

G5 Intent Trends uses automated technology to continuously evaluate performance and redirect advertising dollars to the channels that deliver the best results. How does this work? The simple answer is: multi-touch attribution (MTA). This is a little too simplified, because the truth is MTA is complex. 

The Cliff Notes version is: G5 uses advanced technology to stitch together individual user journeys, MTA tracks the digital touchpoints within a customer journey, and identifies the likelihood of an individual touchpoint — such as a campaign — leading to a phone call or form fill on your website. If you have the time for a crash course in MTA, watch our video

In a year that continues to throw curve balls, making timely decisions based on current data insights is vital. At G5, we combine our industry expertise with technology and data science special sauce, to optimize your marketing. To help visualize this, let’s think of this like a simple equation: 

Intent Trends Explanation Visual

Let’s break this visual down. Essentially, we pair our industry data with automated technology to allocate advertising spend depending on which networks (Google, Microsoft, and Facebook) and advertising channels (social media, search, display, and remarketing) have the highest probability of leading to form fills or phone calls. This makes sure your advertising dollars are allocated to connect with researching seniors and their families with the right message, in the right place, at the right time. 

Long story short, this ensures your marketing and sales teams receive the best return for their advertising efforts. This is big. Based on our data, we found it has the power to drive an 18% increase in qualified calls. By syncing your marketing efforts with up-to-date data, you avoid the trap of using lagging indicators or trends, which are likely outdated, to set the direction for your marketing. Curious to learn more? Read this blog post to learn how MTA powers predictive marketing, and why it matters. 

Make Better Decisions

By selecting a data-backed solution to power your marketing, you’ll increase the quality of leads at the top of your community’s sales funnel. G5 Intent Trends empowers your team to pinpoint which marketing sources deliver the most qualified leads. By including trackable phone numbers on different marketing channels you’ll be able to verify if other paid channels, like print ads and ILSs, are delivering the results they promise. By measuring the quality — not quantity — of phone calls, marketers can make better decisions about where to adjust their strategy by gaining deeper insights into channel performance. Furthermore, identifying more move-in ready seniors saves your sales team time and allows them to focus their efforts on high-impact conversations, and building relationships with prospective seniors and their families. 

Scalable Success

Advanced machine learning and automation enables your marketing team to repeat what is working. The volume of data that G5 Intent Trends sifts through on a daily basis to determine how, when, and where to spend your advertising dollars to create the highest impact would be impossible for any one person — no matter how talented — to repeat. What’s more, by looking to machine learning and technology to make data-driven decisions, you’ll also have data-derived marketing reporting metrics. As marketing teams are expected to identify which channels drive the most qualified leads, estimates and predictions aren’t enough. Innovative reporting, backed by data science is expected. 

Take Your Marketing to the Next Level

Learn more about G5 Intent trends by scheduling a demo and watching this video.