In the last Insider, we introduced the core influencing power of the new Comfort Life Report and how it builds trust in your community through a web of perspectives that distinguish the Report from your website. This month, let’s look at how Comfort Life tools broaden the Report’s influencing power to your entire target audience. As part of that, we’ll look closer at the Report’s new supplementary pages.  

Typically, seniors and families searching for communities fall into two categories:

• People with known preferences: 44% of people on Comfort Life already have a community in mind.  They've shortlisted preferred communities and proceed to engage in extended problem solving to research and validate their choices. If they’re interested in your community, they’re already researching your Community Report (learn how the Community Report helps influence the final decision).
• Families with attribute preferences: These families have preferred attributes in mind but require help in finding the best-fit community.  Comfort Life's system is designed to guide the well-matched families to your Community Report. 

How families with attribute preferences find you

Senior living decision journeys begin with a question on a search engine. Results appear as potential answers. The user then clicks to a landing page where their answer awaits. 

Comfort Life hosts hundreds of landing pages that appear as one of the top three results on Google for community-related searches—about 10,000 search terms annually, in fact. Over 90% of the overall traffic to ComfortLife.ca comes from searches like these. 

Once a user lands on Comfort Life, they’ll find:

• An article that directly answers their question. For example, a search for "what's an assisted living community" leads to a page on assisted living communities.
• A list of communities that matches the answer on page. Following the previous example, a list of assisted living communities are presented for immediate shortlisting or further exploration via Community Reports like yours.

The content of your Community Report plays a pivotal role in determining your visibility on these landing pages: Read Reviews and Insider Videos links guide attribute-focused families to your report pages. There, authentic stories and perspectives inform and validate their decision to choose you. Families use the Reports to help deepen their affinity with you during all stages of their decision journey and to enrich the direct interactions they have with you. 

Recently added or augmented Report pages facillitate this enrichment. These include:

A robust reviews hub unlike anything else on the web, including an array of insider perspectives. This begins with our review of your community, drawn from first-person experience or in-depth research. We highlight what makes you unique and what families should look for when touring. 

See live example from The Briton House

The review hub also includes several elements that each have their own separate page. These include:

Video interviews with residents and family members that ask probing questions about your community, giving people behind-the-scenes information from those with direct experience. Gold members’ hand-curated easily scannable highlights are especially informative for people in the research process. 

See live example from Shannon Oaks

User reviews that dive deeply into the culture of your community, drawing out people’s thoughts and insights into all aspects of your community including building and suites, the staff, community life, activities and services, care and medical attention, food and drink, and moving in. 

See live example from VIVA Thornhill Woods

By combining the influencing power of the new Community Report with our proven system that guides the right families to you, you can focus on the right targeted audience and maximize your inquiries and move-ins.