Agencies have a way bigger budget and they can afford huge marketing campaigns. And you wonder how could you possibly compete with them?
I’ve met Sally, not a long ago, a new owner of an 8-bed residence for senior assisted living. I could see right away that she has a great passion for helping seniors. But she seemed inexperienced with the business part of it. She would spend what I consider an insane amount of money to get her group home advertised on a little corner in the newspaper. But she had zero presence online.
Most of us never look at the back commercial page of the newspaper. That same newspaper ends in the garbage after a couple of days.
So Sally didn’t make her phone ring and practically threw her money in the garbage.
Because she was new in the business and her marketing budget was tight she needed an inexpensive way to let the majority know how great her group home is.
So if you are like Sally, here is what you need to do first:
1. Build Your Website
Even if your tenants aren’t present online, their families probably are. So if somebody heard about your group home, he will most likely try to find it on Google. You want to be there and be presentable.
What does this mean?
I’ve already talked about the importance of building your website. So you better click that link and make sure you process everything I said over there before you jump to something new.
If you don’t know anything about building a website, we can help. And before you assume that is going to cost you a fortune, let me tell you something. You are investing in something that is practically going to last you forever. Printed ads cost a fortune and they end up in the garbage can. So, you better cut the budget for printed ads and invest in something that is going to serve you in the long run.
Another thing I want to bring up is the content for your website. If you are too busy or writing is simply not your thing, look for a freelancer! You can find a bunch of amazing affordable content writers on freelancer websites. You need to look like an expert on your website, so don’t underestimate the power of the words you put there.
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2. Take Professional Photos and a Video of Your Group Home
If you want your business to look professional and appealing you can’t just use blurry photos in a bad lightning made with your phone camera. I know that phones these days have amazing cameras but you are trying to build a name for your business, not your Facebook profile.
So ask around your friends if somebody has a professional camera or simply hire a photographer for a couple hours. Keep in mind that good lighting is crucial for making great shots.
Make a video tour of your group home and edit it to perfection. Again, freelancers from all over the world can help you with this for an insanely small amount of money.
When your video is ready, place it on your website and on YouTube. This is super easy, free and you only need a Gmail account. Make sure you pick an eye catchy video thumbnail that will attract more people to watch your video.
People love to see videos! They can easily bookmark and share them with friends and family. And there you have an ad that will last much longer than a printed one!
3. Put Your Group Home on “Google My Business”
I can’t stress enough how important is to put your group home at Google My Business.
If you are unfamiliar with Google My Business, let me break this down for you:
First of all, it’s free! And if you put your group home on Google My Business real people and search engines will partner up and bring you at the top of their page.
So if somebody types “group homes” or “group homes in my city”, your group home together with the most important information will appear right in front of their eyes.
You need to make sure that all the information you have on your Google My Business is accurate and up to date.
Let me get back to Sally, she went a step further and purchased our “73 Ways to Market Your Group Home” book. The book costs a tiny fraction of what is she making today. She filled her group home to the last bed and she still gets her phone ringing on daily basis.
In Fact, she called me the other day to ask for help with the second group home she is planning on building. And don’t forget that she is less than a year in the business.
It took me years to discover which marketing strategies work the best. But, the good news is that you don’t have to worry about all that.
Tired of seeing all those empty beds? Ask us how you can fill them in!
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