// SMRS Website
INTERACTIVE RESOURCES & ONLINE REQUEST OPTION JUMP START MEASURABLE LEAD GENERATION FOR RETIREMENT COMMUNITIES
SUMMARY :
A comprehensive, campus-specific website with a contact/request for information form was custom-designed and implemented for Sears Methodist Retirement System. The new site allows the capture of inquiry information early on in the sales process, while painting the picture of the lifestyle that awaits an SMRS resident.
SMRS saw an immediate increase in leads and benefited from a trackable system for measuring length of time in the sales process and conversion rate from inquiry to resident.
OVERVIEW:
Sears Methodist Retirement System, the largest not-for-profit provider of senior housing and health care in the state of Texas, was a bit behind in recognizing the value of an interactive website as an invaluable sales tool.
INSIGHTS:
Research shows that decision influencers are turning to the web when researching options in the health care and retirement living industry. A well-planned interactive internet presence is a number one priority.
An online presence is an excellent opportunity to develop a virtual community and begin a conversation with potential residents about the options that await them. The added benefit to the client is that immediate and accurate response to inquiries has a direct correlation to converting prospects into consumers.
Assessment of previous marketing efforts/direction showed that the website was not reflective of the brand and that no functions existed to capture leads contact information.
OBSTACLES:
As with many technology- and web-based initiatives, budget was of a major concern for SMRS. Additionally, there was still a fairly significant disconnect between the marketing plan and sales process.
Internally, staff members serving in the roles of marketing directors actually had more clinical health care knowledge than marketing so an internal learning curve had to be accounted for. Individual marketing efforts of the 13 campuses were inconsistent in both implementation and branding.
STRATEGY:
TPG recognized two immediate priorities. The first was to leverage the value of an interactive website and the second was to bring all the individual campus marketing efforts under the umbrella of an overall brand vision.
The comprehensive interactive website was designed to:
- Capture lead information
- Answer requests for information (alleviating the need for prospect to call or schedule a visit at this early stage)
- Communicate the lifestyle that awaits an SMRS resident
RESULTS:
Consistent brand image for all campuses reinforced the benefits of being part of a system. By providing convenient, semi-anonymous access to information, inquiries averaged 34 per month—up from zero.
The ability to consistently track this new lead information proved to be an invaluable addition to the sales process for each campus.
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