Why Retirement Homes Need to Market TRUST

09 Oct Why Retirement Homes Need to Market TRUST

Which retirement home will you choose for your parents? Maybe not the cheapest one, maybe not the prettiest one; if you’re like me, it will be the one you trust the most!

Having worked with several companies in this ‘trust industry’, we’ve found three key issues regarding retirement homes:

– they’re facing stiff competition from cheaper providers and in-home caregivers
– they struggle to overcome negative media stories
– trust is a major issue – residents and their adult children need to be convinced they’ll be well looked after and lead a fulfilling life

Retirement homes are struggling to build trust. In the online arena, no one has done it yet, meaning no facility is perceived as Number One. And that means there’s a huge opportunity to grab that coveted position!

So how do you become trustworthy in the eyes of prospective customers?

It’s fairly simple – you use emotional storytelling to build your brand. To decide which home is best, prospective residents and their children need more than “just the facts” – they need emotional stories – they want to feel that they will be well cared for.

Research conducted by Nielsen discovered that only 47% of people trust paid-for advertising (while 90% trust recommendations). It follows that commercials featuring professional announcers, so-called experts, or company owners are only half as effective in converting prospects as stories told by residents and their children.

So whether you’re using TV commercials, radio spots, web video or print advertising, if less than half of the population believes you, you’re only getting half of the potential business that’s out there!

But here’s the real proof: when one of our largest clients used our ‘trust techniques’ last year, web traffic immediately shot up by 500%! And research proves people who watch ‘product videos’ are three times more likely to make a purchase.

Without stories, it’s hard to establish the ‘feeling’ of the home, how comfortable it is to live there, how caring the staff is, so it’s difficult to build trust. And if you don’t want to (or can’t) compete on price, you need to compete through emotional branding. Follow the lead of companies like Apple, Mini, and Starbucks.

In order to mitigate the risk of losing more revenue to the competition, you need to tell your unique story through your customers’ eyes. The sooner you do this, the sooner your revenue will start to grow.

MJM’s unique solution? Create and produce several short videos from the customer’s perspective!

– bring that perspective to all media for consistency: radio, TV, print, web and in the facility itself
– include customer testimonials in broadcast spots, driving traffic to the website to watch customer testimonials that build trust
– conduct a pre-roll YouTube campaign using footage from the videos to build awareness and drive traffic to the website
– Target your ads by interests, behaviours, geography, topics and demographics, so you get NO wasted views.

Like so many companies whose business is built on trust, retirement homes should use customer stories to build their brand and attract more buyers. Those true stories will overcome the ‘bad press’, win customers over who may have gone with the competition, and help them believe they’ll lead a more fulfilling life in their golden years.

Mike McCurlie
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