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5 Reasons to Add Case Studies and Testimonials to Your Lead Generation Toolkit

Posted by Kim Rosengren on Jul 28, 2023 7:00:00 AM
Kim Rosengren
| 3 minute read

Man Holding Phone at Desk with Open Laptop and Case Study_Markentum

Testimonials and case studies are powerful sales tools for senior living operators and vendors. They demonstrate the impact of your community or your products and provide tangible evidence of their value. Here are five reasons to make testimonials and case studies a valuable lead generation tool for anyone selling something in senior living today:

1. Establishes Credibility 

Both testimonials and case studies provide a third-party endorsement of your community or products, establishing credibility and trust with potential residents and operators. For communities, this could include a testimonial from a family member about the impact of a caregiver on a loved one. For a vendor, this could mean showcasing the value of a program – say wellness – on resident length of stay.

2. Provides Real Examples

A resident or family testimonial helps future residents and families feel the experience inside your community. Is there a better endorsement for community living than that? For product and service companies, case studies, which typically highlight a problem, solution, and measurable benefits, demonstrate how someone used and benefited from the solution. Don’t forget a clear call-to-action that invites prospects to contact you to learn more about your senior living benefits.

3. Builds Relationships 

By sharing testimonials and case studies, you demonstrate transparency, a foundational element in relationship building. Open the proverbial kimono and invite your prospect to look around and reap the benefits of your openness. Not all testimonials and case studies are equal. Make some available on your website, through social media, email, and webinars. Keep others in reserve for your salespeople to share personally at the right time.

4. Tailors the Pitch 

When you share testimonials and case studies that are relevant to your buyers’ unique needs, you “tailor” your sales pitch and address their specific pain points and needs. Help a family member allay fears that a loved one may be lonely by sharing a daughter’s testimonial story about a resident inviting her mom to dinner on her first night. Maybe you have a prospect hesitant to spend budget now; use a case study to show how another client saved money with your product. Leveraging successes to showcase a desired outcome increases conversions and closes deals.

5. Differentiates Yourself 

With so many senior living operators and vendors offering similar market solutions, testimonials and case studies differentiate your community, your brand, your services, and your products. They will set you apart from your competition, especially when you keep them current and reflect today’s market conditions.

Testimonials and Case Studies Establish Credibility & Trust

Make testimonials and case studies a regular part of your marketing and sales toolkit. Testimonials help future residents and family members confirm a desired experience. Case studies provide valuable insights and evidence of the impact your products and services have right now. Making both a part of your sales process increases lead conversions and close rates.


Not sure how to get your testimonials and case studies started? Markentum excels at both and can work with you to create the best tools for your lead generation goals. Request a review of your lead generation tools.

Tags: Lead Generation, Sales Qualifies Leads, case studies, testimonials