It probably seems easy to gauge your marketing campaigns by measuring the clicks that led prospects to your website. But I ask you: is it really that simple? Just think about the immense risk people face in choosing a retirement home. As such, you can be sure that prospects research and read much more online before–and after–they click through to your website, or phone or email you.
For starters, many of your ''prospects'' don't want to move. They face leaving the home and neighbourhood they’ve known for many years, and the idea of a move fills many of them with dread. When they look at your fees and compare them to their current costs, it’s hard for many of them to consider a move. That’s just the tip of the iceberg, however, and suffice it to say that there’s a lot at stake for people.
Along the way to a final decision, there’s a lot of time to research your community, and you can bet that prospective families use that time. And rarely is it a linear path. There are many steps between discovery and decision. Each prospect takes those steps in their own order. As prospective families will often tell you, they exhaustively research this decision before finally moving.
Why reduce that lengthy research process to a click?
As they make their decision, though, they’re looking for more than just information. They’re seeking confirmation. They want to arrive at a place where they know they’re making the right decision. And we want them to feel that assurance, right?
People choosing a retirement home go through a drawn out “consideration phase” that’s absent from almost all other purchases. This phase–months, often years–is focused on building that confidence in their final decision. Prospects get that validation at Comfort Life through features and tools that address their concerns and hesitations, including:
And to that, we’ll soon be adding answers to prospects’ most pertinent questions, as well as hand-curated highlights of family and resident interviews, along with more videos.
This also means that a click-through to your website from Comfort Life is so much more valuable than a click-through from a Facebook or Google ad. You’ll see evidence of this if you study your Google Analytics report. When you pay attention to the metrics of bounce rate, pages-per-session, and time-on-site, you’ll see how engaged our leads are, a clear indication of lead quality. They’re already well matched with your community.
The ideal we’re pursuing together, then, is that people who choose your community stay there for a long time. They’re more likely to do that if they’re already confident before and also after they contact you. Comfort Life’s rich third-party information, insightful interviews, curated reviews, and responses to their needs gives them that confidence. That can never be measured as simplistically as counting clicks.
