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Markentum’s Thoughts: Back to Business in 2022

Posted by Tom Hurlburt on Dec 28, 2021 9:00:00 AM
Tom Hurlburt
| 3 minute read

Back to Business in 2022

Yet another year is coming to an end, and even with all that we have endured in 2021, I can’t believe the year is almost over. We were all hopeful that after 2020, this year would find us all back to our “normal” routines. 

While we have been moving forward in many ways, it has not been the year we were hoping for. However, despite the changing mandates and concerns, we have seen positive things happen for our Markentum partners and the senior housing industry.

Increase of Qualified Leads

Lead growth, and more importantly, move-ins, has been significantly increasing for many of our clients. With demand ever-increasing and a better understanding that senior living provides safety, security, and a better overall aging experience, we are seeing the numbers go up. According to the latest data from NIC Map Vision, the senior living industry average occupancy rate saw a 1.4% increase in Q3 of 2021.

NIC Chief Economist Beth Mace believes the industry is in a better place than it was a year ago. She shared with Senior Housing News, “Residents are vaccinated, a significant amount of staff are vaccinated, and have the safety and infection control protocols in place. Lessons have been learned, and they have been applied, and I think that that bodes well.”

With the holiday season upon us and families traveling to see their loved ones, I would expect to see a solid start to 2022 in terms of lead generation. Historically, January has always been a good month for growth, and I expect this trend will continue.

Back to Conferences

While we know that virtual and hybrid events are important and effective, it was great to see our industry start to return to conferences and meet face-to-face again. While overall attendance was down for the few conferences Markentum attended this year, there were a lot of smiles and conversations that were shared. Old colleagues and business partners were excited to have discussions and get back to a sense of normalcy. 

With the current health climate constantly changing, we can’t say for sure that in-person events will continue to rise in 2022. However, one March 2021 survey found that 83% of roughly 250 marketers said it is extremely likely they will attend an in-person show in Q1 of 2022. We hope to see this happen, but we also encourage businesses to continue virtual and hybrid events. This ensures you are catering to your entire audience, including those who are not comfortable getting back to in-person gatherings.

Focus on Improving Marketing Efforts

One thing that has sky-rocketed over the past two years is everyone’s yearning to do a better job when it comes to their marketing strategy and execution. Marketing professionals at all levels and organizations across various industries have taken this opportunity to dive into their metrics and become more educated than we have seen in the past.

At Markentum, we know how valuable this is, and it allows us to have deeper discussions about ROI with our partners. Stay tuned as I will be writing a blog about the Metrics that Matter. With all the different metrics and numbers out there, it is easy to major in the minors, and I want to ensure businesses are focusing on the right areas.

So here we come, 2022. We are looking forward to a great year of growth for Markentum and the senior housing industry. We are honored to serve those we serve our Seniors. 

From all of us at Markentum, Happy New Year!



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