One senior living marketing census improvement strategy that works

Survey results have a shelf life. That’s why we follow up on those results with in-depth resident interviews. This way we can get to the nitty gritty and help you really understand your residents.

Your census enhancement strategy should include interviews. You can ask deeper questions based on each person’s individual preferences and concerns. Here are some interviewing techniques that can help you get beyond general satisfaction ratings.

Ask a question and be quiet.

Wait patiently for your resident to elaborate. Silence will feel uncomfortable, but don’t rush to fill it. If they feel more comfortable having their family there, extend the invitation to a family member as well. Make sure to give the other person time to think, and their answers will be more detailed. If they become quiet, ask if there is anything else that comes to mind. And be quiet again!

Ask for examples.

Prepare questions in advance , touching upon the level of quality you deliver or how people feel about your team. The best interview transcripts also include real examples of how great service showed up.

If someone says that the programs or services you deliver are “high quality” or “informative,” ask them for an example. Specific examples will help you identify actual results while defining what “quality” and “informative” actually mean.

These examples can then be used in your senior living marketing copy, in ads on your website and on social media.

Repeat what you heard.

Show that you are listening. Paraphrase what you heard your resident says, and you will get them to reinforce or clarify with additional details. “What I’m hearing is… is that right?”

Make it a conversation.

Residents can get nervous and short with their answers if you keep asking questions and don’t participate in the conversation. You are creating an experience during the interview, and it’s a great technique to share a story of your own that relates to what the person just said.

A conversation puts your clients at ease, making it more likely that they will open up and be honest about their experiences. When they are honest, tell them how much you appreciate it — whether the feedback is good or bad. It is all constructive feedback to help you improve your service delivery.

Tell them what’s next.

Make sure to tell your residents what you will do with their responses. They want to know that they are helping you and that their input will result in something good.

If you are collecting testimonials as part of the interview, let them know that you will follow up soon to have them review some comments. Tell them that their feedback will be analyzed for improving service delivery. Let them participate in the future success of your team.

QUIZ TIME!

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As a final tip, interviews can seem like an intrusion, but email automation can help you invite residents to participate at a time that is convenient to them. Let them know how long the interview will be and offer to send questions ahead of time. All of this will support more scheduled interviews and good data to support your senior living marketing and resident loyalty strategies or service standards.

Even a half-dozen interviews with your best residents are worth the time.

Send me an email and let’s chat about additional marketing opportunities.