Hidden Reason Why Senior Living Sales Reps Struggle to Close Leads
We often hear about bottlenecks in the sales funnel and that the problem isn’t the lack of leads, it’s the lack of follow up or that the sales reps aren’t good at closing them. Although this may be the case at times, perhaps the real issue is the lead quality.
In the realm of senior living communities, the struggle to convert leads into residents is a constant battle for sales representatives. Despite the various tactics and strategies employed, many sales reps find themselves grappling with the same issue repeatedly. While they often attribute the problem to shortcomings in their sales skills or tech stack, another underlying challenge lies elsewhere – the quality of digital leads.
The Reality of Poor Quality Leads
Digital leads, acquired through various online channels such as A Place for Mom, Google Ads, email marketing and social media campaigns, are the lifeblood of many senior living communities’ sales pipelines. However, not all leads are created equal. In fact, a significant portion of these digital leads may be of poor quality, rendering them unlikely to convert into actual move-ins. i.e. people looking for Assisted living or memory care leads that filled out forms for independent living.
Sale reps find themselves chasing leads that have little to no intention of transitioning into residents. This results in wasted time, effort, and resources, ultimately hampering the overall success of the sales team and the community as a whole.
Identifying the Solution
To address the challenge of closing leads effectively, it’s crucial to recognize the root cause – the quality of leads generated through digital channels. Instead of attributing the issue to the sales process or technological infrastructure, senior living communities must focus on improving the quality of their leads.
The Role of Google Ads and Expert Management
One avenue through which senior living communities acquire digital leads is Google ads. However, simply running ads on Google is not enough to guarantee high-quality leads. Effective management of Google ads is essential, and this task is best left to agencies that possess a deep understanding of the intricacies and nuances of Google’s advertising platform. Although it’s imperative to have knowledge of the senior living industry, we believe it is more important to be experts in the science that is Google Ads.
By entrusting the management of Google ads to competent agencies, senior living communities can significantly enhance the quality of their digital leads. Instead of casting a wide net and hoping for the best, they can precisely target individuals who are actively seeking senior living options for themselves or their loved ones.
The Result: Better Quality Leads, Improved Conversions
Investing in better quality leads through expertly managed Google ads yields tangible benefits for senior living communities. Sales representatives can focus their efforts on engaging with leads who are genuinely interested in exploring the community’s offerings, thereby increasing the likelihood of conversion.
Moreover, by optimizing their digital lead generation efforts, senior living communities can streamline their sales processes, reduce wastage of resources, and ultimately drive growth and success.
