The Power of Personalized Video in Senior Living for Humanizing the Sales Journey
The senior living industry is undergoing a paradigm shift, with a growing emphasis on personalized experiences and genuine connections. As competition intensifies, standing out requires more than just sleek marketing campaigns. It demands a deep understanding of the target audience and the ability to build authentic relationships. One powerful tool that can help achieve this is personalized video messaging.
In an interview on From Leads to Leases, host Jerry Vinci got talking to Christie Freeze, Regional Director of Senior Living Sales for SalesMail, who offered invaluable insights into the power of humanizing personalization within the senior living industry.
What is Marketing Personalization?
Personalization in marketing makes use of data to target customers directly with brand messages tailored to their interests, demographics, buying behavior or a combination of these.
However, the use of data to create personalization cannot be truly effective without a genuine understanding of your customer’s needs and desires. Christie emphasizes that true connection goes beyond data-driven targeting.
Having started as a sales executive in senior living at 21, Christie has witnessed firsthand the importance of listening, building relationships, and tailoring interactions to individual needs. “I think that as a typical salesperson, you’re trained to almost have a talk track,” she says. “But that’s really dangerous in this industry, because this is somebody’s lifestyle choice for potentially their last move.”
This emphasis on empathy and understanding is crucial in a sector where decisions are often emotionally charged. “I think about us, right? You and I sitting here right now, if somebody came to us and pushed us to sell our home that we love and move somewhere where they think we should be, how inclined do you think that we would be to do that? Probably not at all,” she points out in her conversation with Jerry.
How Personalized Video Factors In
Personalized video messaging emerges as a powerful tool in this context. By adding a human touch to the sales process, it can help build trust and rapport with potential residents and their families.
Christie explains how she took up personalized video messaging as an opportunity to thank a new lead: “I would say, ‘Hey, Jerry, I know you’re probably being bombarded right now. I just want to let you know there’s an email in your inbox with a quick intro video from me.’” In this way, she not only acknowledged the competitive landscape but also demonstrated a willingness to go the extra mile.
‘People Just Want to Talk to People’
Christie emphasizes the importance of data-driven personalization. “I think that AI is really going to take off and allow us to really segment out how we personalize our marketing,” she says. However, she cautions against relying solely on technology. “At the end of the day, people want to talk to people and they want to work and connect with people.”
The role of technology is to enhance, not replace, human interaction, which is why she suggests a combination of automation and personalization to create a powerful sales process. By using tools like SalesMail to streamline video creation and distribution, sales teams can focus on building relationships and providing exceptional customer service.
“[V]ideo specifically is not replacing any of your other forms of communication,” notes Christie. “Still call, still text, still email, still do all of the things that you would normally do, but infuse some of those touch points with this really personalized way of communicating.”
Tech as a Tool for Human Connection
Overcoming obstacles such as time constraints and technical challenges is crucial for successful implementation.
“I would say time and tech confidence are probably the two biggest obstacles that I hear of,” says Christie, emphasizing the importance of persistence and training.
“I think that anything that is new, we as humans have an instinct to be like, ‘Nah, I’m good. What I have is fine, I’m fine.’” However, she encourages sales teams to embrace new technologies and experiment with different approaches.
Embrace a Blend of Tech and Real Life
The future of senior living marketing lies in a blend of technology and human connection. As the industry continues to evolve, the ability to personalize experiences and build trust will become increasingly important. By leveraging tools like personalized video messaging and incorporating AI-driven insights, senior living communities can create more meaningful connections with potential residents and their families.
Ultimately, the goal is to foster a sense of community and belonging, making the transition to senior living a positive and rewarding experience for all involved.
It is also important to understand the challenges unique to each potential resident and their family from the outset.
“I think that families would not be a roadblock if they were educated before they got to this conversation,” she says. By providing families with information and resources, senior living communities can alleviate concerns and foster collaboration.
Wrap-Up
As the industry continues to evolve, it is essential for senior living providers to stay ahead of the curve by embracing new technologies and strategies. By focusing on personalization, building strong relationships, and understanding the needs of both residents and their families, senior living communities can create a thriving and fulfilling environment for all.
At CCR Growth Agency we help Senior Living Providers generate highly qualified leads through holistic marketing strategies. Get in touch to discuss your marketing strategy and community growth.
