How to GET and USE Testimonials the Smart Way with Teresa “TC” Clark
Reposted from Senior Housing News
The goal of a senior living marketing team is, ultimately, to drive move-ins. Some communities are on the right track when they use positive testimonials from residents’ family members to appeal to future residents—but there’s a right and a wrong way to go about doing that, according to experts.
And it comes down to knowing the difference between a compliment and a quote.
“Anytime you are connecting with a current or prospective resident, use a quote,” says Teresa Clark, managing partner and chief marketing officer at OnFire Reviews & Content.
Quotes about a senior living community differ from compliments about one, Clark explained during a March 17 webinar hosted by Senior Living SMART, a solutions network aiming to curate resources to help operators improve occupancy, revenue and service delivery. Compliments say a community is “awesome,” while quotes are sound bites and one-liners that explain why. more…
My clients talk about the things we wanted them to talk about and OnFire Reviews took the conversation deeper to the value we brought and the connections we made for them. That was richer content than I imagined that we would have gotten otherwise.Lori Ruff, Chief Brand Evangelist
Here are some of our favorite ways to use WRITTEN or VIDEO Reviews. I have lots of ideas, see if one works for you!
People love to give their opinion! However, a survey doesn’t quite capture all of the awesome things that your clients have to say about you. We have a conversation with your customers to generate authentic, customer-generated content and mine for Quotes like this; “They were very focused on working with me and satisfying my specific needs.” That’s a fantastic Quote!
Sometimes, customers just don’t like filling out surveys, but they love to be asked their opinion. Having a third party ask makes it more like a conversation, rather than an interrogation and we can probe for the WHY they BUY; “Computer Cats implements solutions that we didn’t even think about.”
Quotes ignite your marketing! You tell us what you want people to say about you and we interview your customers and get them to say it in their own words. “Switchgear came out to meet with me one-on-one to get a feel for our environment. They wanted to see if their candidate would actually fit, rather than just placing a warm body here.”
Absolutely love this review on the Colorado Springs Business Journal. Jen was appreciative when she saw that one of her customers said “The events that I typically go to are ones that are recognizing people within the community. It’s good for networking and for getting to know some of the people that are being recognized.” How fantastic is that to see from a customer?
A critical thing that sets a company apart in today’s market is content. Whether talking about a website, emails, brochures, sales sheets, advertising, blogs or social media — every business is communicating more and more with current and prospective customers through the written word.