For the foreseeable future, the senior living space has been disrupted by the COVID-19. In an industry that relies heavily on face-to-face interaction to make a sale, communities have found virtual methods of protecting residents from contracting the virus.
While the protection of your residents is a priority. Family members are also looking for reassurance that their loved ones are safe. During these times of uncertainty, community leaders should also prioritize communication.
Here are 3 reasons why you should build a strong line of communication with families in your senior living community:
It builds trust between staff and families
Staff should start serving in a communication role within your facility. When you provide frequent updates, the bond between families and staff members strengthens. During a time where seniors are the most at-risk, its important to make this crucial shift to active communication.
A simple strategy is offering weekly updates. You can send out a newsletter that updates residents and families on the current state of the situation, how the community is adapting and any positive things happening. Depending on the family, some may want continual personalized notifications from the staff.
Communication will establish your legacy
Developing your inbound marketing can help communities stay top of mind. In times of crisis, it may be tempting to slash the marketing budget in half. It will save you money in the moment, but it’s a strategic failure that can result in future loss.
Instead of making cuts, you should redirect your messaging. Now is the time to take a proactive approach and make sure that you are in control of the narrative. The industry is in a tough place. With rising concerns, you want to make sure you’re putting inaccurate assumptions to rest. Continually updating your website and social media give family members an idea of what’s happening. Share what your business is doing during the pandemic and let your residents post testimonials.
You’ll have more prospective residents
Even though people aren’t moving into senior living communities right now, people are still watching. During this time of isolation, people will take notice of how you’re treating your residents. Current residents and their families talk. If they feel like you didn’t communicate well, they may find a different facility. Since senior care is on the front lines of the pandemic, many believe that the outbreak will display each communities’ true values. With the right communication, you should be able to draw in more sales as the crisis begins to fade.