Every person has been on the buyer’s journey—even if you didn’t know there was a name for it! The buyer’s journey is the process of realizing that you have a problem, and the series of choices you make to solve this problem.

For example, you notice that your blender has stopped working, so you do some research and read a few reviews that help you decide which new blender you should get. That’s the buyer’s journey in a nutshell. A short and sweet definition from HubSpot says, 

“The buyer's journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.”

So, what exactly does this mean for senior living communities? The buyer’s journey is significant because, by understanding which stage of the journey your audience is in, you can create tailored content and messaging to guide them further along in their journey—resulting in more leads and move-ins for you. 

Markentum wants to share some insight into understanding the buyer’s journey from start to finish (to start again), and how this process can impact the success of your community.

The 3 Stages of The Buyer’s Journey 

The buyer’s journey typically consists of three main stages: awareness, consideration, and decision. Let’s break down what goes on in each of these stages by looking at what your buyer does, and what you should be doing.

STAGE 1: AWARENESS 

WHAT THE BUYER IS DOING 

Also known as the top of the funnel, the awareness stage is when a buyer or consumer realizes they have a problem. They have a pain point that needs to be addressed—whether it’s a broken blender or an aging parent that is starting to require more care. Whatever the problem is, the person’s next natural step is to begin researching possible solutions.

During the awareness phase, the buyer is simply looking for relevant, educational content that can elaborate on their problem and provide preliminary solutions. 

WHAT YOU SHOULD BE DOING 

To reach your buyer in the awareness phase, it’s important that you provide high-quality, educational content that informs without selling. You want to give enough information to resolve initial concerns, but you don’t want to immediately promote your products or services (yet).

Content in the awareness stage should be broad topic blogs and industry-focused social media messaging. In our example, some good pieces of content for the awareness stage might be a blog post sharing health tips for aging adults or educating on a specific health issue. 

STAGE 2: Consideration 

WHAT THE BUYER IS DOING 

In the consideration phase, the buyer is now committed to finding a solution to their problem. They have started to evaluate specific products and services, and are weighing their options. Some may even be willing to engage with a customer service representative to ask specific questions.

In today’s market, the consideration phase is becoming longer because there is so much information available. There could be 100 different types of blenders for sale, each with 100 reviews, so it’s critical for companies to stand out during this phase. 

WHAT YOU SHOULD BE DOING 

The consideration phase is where you can really showcase the value that you can provide to the buyer. Content can go more in-depth about the benefits of your specific services or community, or you can generate specific leads by offering an informative eBook about transitioning into senior living. Focus on showing your prospects how your community or services provide a solution to their problem. 

STAGE 3: Decision 

WHAT THE BUYER IS DOING 

At this point, the buyer is at the bottom of the funnel and is pretty confident that they’ve found the right solution to address their specific needs; for example, they've decided that an assisted living community is the next step for their family. The only thing left to do is weigh a few more pros and cons, get pricing information, and/or schedule tours before deciding on a community.

WHAT YOU SHOULD BE DOING 

Just because a buyer is in the decision phase, doesn’t mean they’re going to decide you. It’s important to lead them through the entire journey, and give them that final nudge to actually make the purchase decision when the time is right. In the decision phase, provide any information that may have been missing at the top of the funnel - floor plans, community activity schedules, general pricing information, etc. You want to make sure that you haven’t left any questions unanswered, or else your potential buyer might seek answers elsewhere. 

Hopefully, as you’ve led your potential customers through their buyer’s journey, they will decide on your community. It doesn’t all end here, though! If you’ve successfully led your buyers  through the decision phase, make sure to keep engaging with them long after they have made the decision. By continually providing value and community, you can ensure that your customers will keep choosing your services and be an advocate for your brand!

That’s it! A basic understanding of the buyer’s journey. Following these guidelines will help you and your community create a foundation for a successful marketing strategy. 

We also encourage you to reach out to Markentum for a free evaluation. We focus on helping senior living communities find success. Contact us today!