Having a live agent chat feature on your website was once nice, but those days are long gone!
Today, chat is a must-have for senior living websites.
According to a report, 73% of buyers expect websites to feature digital assistants for interaction.
Does your website feature a chat option?
Is that chat option a bot or a live person? This is a very critical question because offering live chat on your website is a game-changer for several reasons, which this blog will explore.
1. Build Trust with Your Prospects
Trust is a fundamental factor in the decision-making process for families considering senior living options. Prospects are looking for reassurance that they are making the right choice for their loved ones. Live chat agents play a crucial role in building this trust by providing real-time, personalized support that demonstrates your community’s commitment to excellent service and transparency.
Unlike automated chatbots, live chat agents offer a human touch that can address concerns with empathy and understanding. They can provide detailed answers, clarify doubts, and offer a personal connection that fosters confidence in your community. By being available 24/7, live chat agents show that your senior living community is dedicated to supporting families at all times, reinforcing your commitment to their well-being. This trust-building aspect is invaluable in differentiating your community from competitors and enhancing your overall reputation in the industry.
I always recommend prominently highlighting that you have a live chat feature on your website, as that is a significant advantage.
Here are two great examples of how you can draw attention to your live chat. The first is from Seagrass Village. I really like this example because they use the phrase, “Chat with a real person.”
This statement is direct and reassures prospects that they have the opportunity to converse with a real person and not a bot.
The second is from Cambridge Enhanced Senior Living. Again, this one is straightforward and emphasizes the live aspect of the chat.
2. Enhanced Lead Conversion
Senior living communities often face a challenge in managing the influx of website visitors and converting them into potential residents. With salespeople juggling tours, move-ins, and numerous other responsibilities, it’s nearly impossible for them to provide immediate responses to every inquiry. As a matter of fact, data shows that on average it takes a salesperson 46 hours to respond to an inquiry in senior living! This is where 24/7 live chat agents come into play. By offering instant support around the clock, live chat agents help capture and qualify leads who might otherwise slip through the cracks.
A live chat agent can engage visitors in real-time, address their queries, and guide them through the process of scheduling a tour or requesting more information. This immediate interaction increases the likelihood of converting a casual website visitor into a serious lead.
3. Addressing Urgency and Emotional Needs
In the senior living industry, many inquiries come from individuals who are experiencing anxiety driven and emotionally charged situations. Whether it’s finding a suitable living arrangement for a loved one with memory care needs or dealing with a sudden relocation, the need for timely information and reassurance is paramount.
Live chat agents provide a human touch that automated chatbots often lack. They can offer empathetic responses, provide detailed information, and even help families navigate the complexities of senior care options. This personal touch not only builds trust but also helps in addressing urgent concerns more effectively.
4. Augmenting Sales Team Efficiency
Sales teams in senior living communities are often stretched thin. With only a few staff members responsible for managing a large number of prospects, it’s crucial to leverage tools that enhance their productivity. Live chat agents can handle initial inquiries, qualify leads, and provide detailed information before a prospect is handed over to the sales team. This augmentation allows salespeople to focus on high-priority tasks, such as personal tours and follow-ups, without being bogged down by routine questions.
5. Differentiating Your Community from Competitors
In a competitive market, differentiating your senior living community is key. Offering 24/7 live chat can set your community apart from competitors who might only offer traditional contact methods. When potential residents or their families visit your website and find an option to speak with a live person at any hour, it not only enhances their experience but also positions your community as accessible and responsive.
6. Ensuring Consistent Messaging and Branding
Live chat agents can be trained to adhere to specific messaging and branding guidelines. This ensures that every interaction reflects the values and tone of your senior living community, regardless of the time of day. Consistent messaging helps reinforce your brand identity and provides a uniform experience for all visitors, which can be crucial in building and maintaining a positive reputation.
I recommend scenario-based training for all live chat agents so they are prepared for typical conversations they will have with prospects. I advise clients to run through real-life scenarios and role-playing exercises to help agents practice maintaining consistent messaging in various customer interactions.
7. Adapting to Consumer Preferences
Today’s consumers expect to engage with brands on their own terms. According to ServiceBell,41% of consumers prefer live chat support. While some might prefer filling out a form or calling during business hours, others might find live chat more convenient. By offering multiple channels for interaction, including live chat, you cater to diverse preferences and increase the chances of capturing leads at various stages of their decision-making process.
8. Gaining Valuable Insights
Live chat interactions provide valuable data on visitor behavior and preferences. By analyzing chat transcripts and engagement metrics, you can gain insights into common questions, concerns, and interests. This information can help you refine your marketing strategies, improve website content, and tailor your approach to better meet the needs of your target audience.
9. Meets Customers Where They Are in the Customer Journey
One of the standout benefits of 24/7 live chat agents is their ability to engage with potential residents at various stages of their decision-making process. Prospects visiting a senior living community’s website are likely to be at different points in their journey—some may be just starting their research, while others could be close to making a decision. A live chat agent can effectively meet these prospects where they are, offering tailored support based on their current needs.
For instance, early-stage visitors might have general questions about services and amenities, which a live chat agent can address promptly. On the other hand, prospects closer to making a decision may require detailed information on pricing, availability, and personalized tours. By providing instant and relevant responses, live chat agents ensure that all visitors receive the information they need to move forward in their journey, regardless of the time of day. This personalized approach not only enhances the visitor experience but also increases the likelihood of converting inquiries into tangible leads.
We worked closely with SRI Management to implement a comprehensive Navigator solution on their websites, which includes a live chat, and the results speak for themselves.
“The implementation of live chat on our SRI Senior Living communities’ websites, combined with other web navigator options, has allowed us to tailor and optimize our digital marketing and sales approach by seamlessly meeting consumers at every stage of their sales journey. For those who prefer to explore independently, our self-serve options provide a wealth of information and resources, empowering them to make informed decisions at their own pace. Meanwhile, the live Juvo chat offers an immediate, personalized connection for individuals with specific questions or urgent needs, ensuring they receive the timely assistance they require. This dual approach not only enhances the customer experience but also optimizes engagement and conversion, catering to the diverse preferences of our audience and driving greater satisfaction and occupancy rates.”
SRI Management
10. Don’t Leave Opportunities at the Table by Not Properly Engaging Prospects on Your Website
In today’s digital age, your website is often the first point of contact between potential residents and your senior living community. Without effective engagement tools, such as 24/7 live chat, you risk losing valuable opportunities to connect with prospects who visit your site. Prospects who have questions or need immediate information may leave your website in frustration if they cannot find the answers quickly.
A live chat feature ensures that you don’t miss out on these crucial interactions. By offering real-time assistance, you capture the attention of visitors who might otherwise turn to competitors. This proactive engagement not only helps in answering questions but also in guiding prospects through the decision-making process. Ensuring that your live chat agents are equipped to handle a range of inquiries will maximize your chances of converting website visits into meaningful leads and ultimately, new residents.
Conclusion
Incorporating 24/7 live chat agents into your senior living marketing strategy is more than just a customer service enhancement—it’s a strategic advantage. By providing immediate, personalized support, you can improve lead conversion, address urgent needs, and differentiate your community from competitors. Additionally, the insights gained from live chat interactions can drive continuous improvement in your marketing efforts. As the senior living industry continues to evolve, embracing this technology will not only meet the expectations of today’s consumers but also position your community for future success.
