This is the slide deck for a webinar on how to make senior living marketing dollars work better for owners and operators.

1. Call Insights and Lead Scoring
2018
Senior Housing Forum and G5

2. $
Brand Search ad Click
Paid Search Ads
ILS
Organic Search
Referral Visit
Sponsored Social Post
In today’s mobile world, the Buyer’s Journey
is becoming long & complex
DECISION
2
Google tells us that buyers can
interact with as many as
20 digital touchpoints
along the way

3. Need
Search
Browse
Find
Read
Maps
Care Levels
Activities
Cost
Availability

4. Can they find you?
Can you find them?
30s
20s
15s
10s
7s
2s Search
Your website
Your community
Your amenities
Share
Convert or Leave

5. First Touch
Assign all credit to the first
touch in their (likely) long
conversion path.
Attribution is complex but necessary
(assigning credit to the touchpoints in a conversion path)
Last Touch
Assign all credit to the last
touch before the person
converted.
Multichannel or Time Decay
Various ways of assigning
credit across many
touchpoints.

6. Knowing what marketing drove your conversions is the
key to making smarter decisions
6
SEARCH
(SEO)
REPUTATION
SOCIAL
DIGITAL
ADVERTISING
WEBSITES

7. Since your website is likely your top conversion vehicle,
how did people find you?
Organic Search - Did they
type a search into Google
(i.e. Assisted Living in
Downtown Seattle) and
then click on your listing?
CPC (Cost-Per-Click) or
Paid Search - Did they
click on your search
advertisements to reach
your website?
Social
Facebook
Internet Listing
Service (ILS)
Search Engine Result Page (SERP)

8. Schedule a Tour >
555-555-1212
High converting
websites give
visitors a clear
path to
conversion via
phone and
forms.
Once they arrive at your website,
are you designed for conversion?
Load fast
Answer questions
Brand trust
Easy to use
Visually inviting

9. What are the types
of website leads?

10. Either they called you or filled out an online form

11. 90%of all your leads
CALL YOU
filling out
an online form
VS
For high converting websites:

12. Poll Question
Today, do you track the quantity of leads
that convert on your website from both
forms and calls?

13. What drove those 90% to call you?

14. That question is easy to answer for
leads filling out forms
When a user visits your
website, they leave an online
footprint...
so we know what marketing
channel brought them to your door.

15. keeping us in the dark
on 90% of leads
CALLS
Yet forms are only 10% of your leads
CALLS
FORMS

16. Why are so many prospects
calling?

17. 65%
are searching on
mobile devices
where calling is
convenient

18. Mobile Searches
with Local Intent
IN BILLIONS
This increase in mobile searches
is not going away
60
140 Billion
120
100
80
2015 2016 2017 2018 2019

19. Poll Question
Do you run paid advertising or search ads
for any of your communities?
Do you run your own or do you use a
vendor?

20. Do people really click on paid ads?

21. When searchers are ready to make a decision
65% of clicks are on paid ads...
...and clicking on this simple
“Click to Call” button
...or clicking on this simple
Website Link button

22. With call insights, you also used to
guess and now you know.

23. Was it the target keywords we bid on?
MAYBE...
So again, what made them call?

24. Was it a particular promotion
or special offer?
MAYBE...

25. to answer this, we must attribute
each phone call to each PERSON
that converts

26. Prospect searches for
apartments and clicks on
a Paid Search Ad
Prospect visits your
website and calls on a
unique phone number
Website visitors will call on different
phone numbers so we can get call
attribution.
555-1532
555-5477
555-4341 26

27. We are improving attribution starting
with call insights
27

28. 800-555-4567
MOBILE
This isn’t new.
We’ve already been displaying a unique phone number to learn
device attribution for many years
800-555-0000
DESKTOP
VS

29. By changing the phone number,
we can learn where the visitor was
right before they came to your website
and converted.

30. Also by changing the phone number,
we can learn for digital advertising,
what campaign and keywords
that drove them to your website.

31. 52
phone
calls
10
phone
calls
Digital Advertising
Campaign #1
4
phone
calls
Campaign #2
38
phone
calls
Campaign #3
8 from keywords:
Senior Living Seattle
22 from keywords:
Senior Assisted Living
8 from keywords:
Senior Apartments
Downtown Seattle
This results in 90% more data so we can fine tune
advertising performance
What you see today: What lead insights adds:
31

32. Poll Question
Now that you’ve seen the data, would you
be interested in getting call insights?

33. We’ll learn what channel and keywords
brought them to you
“Senior homes in Seattle”
“Senior living near me”
so you can target even more leads
with the same advertising budget

34. Which campaigns perform?
We have answers.
Campaign
#1
Campaign
#2
Campaign
#3
Campaign
#4
Campaign
#5

35. Which keywords perform?
We have answers.
Campaign
#1
Campaign
#2
Campaign
#3
Campaign
#4
Campaign
#5
Location
A
Location
B
Location
C
Location
D
Location
E

36. Without Call Insights,
You might be making the wrong decision.
Campaign
#2
This campaign had no form
conversions so likely your digital
advertising strategist would stop. But with Call Insights, the
campaign is doing well in relation
to other campaigns with 8 calls.

37. Don’t just pay for traffic, pay for insights.
By advertising, you are gaining data insights through Google
AdWords.

38. The Future of Marketing
is powered by data

39. Poll Question
Does your organization want to be on the
cutting edge of technology?

40. G5 uses artificial intelligence to better understand
customers and maximize ROI in a single data hub
Bring attribution data into
a single hub to make
better decisions
Automate marketing
spend decisions to align
with your buyers journey

41. Our next innovation takes your data to the next
level with call scoring
Prioritize all calls by their probability to lease
Lead Call Recording Call Immediately
Lead Call Recording Call Immediately
Lead Call Recording Call Soon
Lead Call Recording Call Soon

42. With call scoring, you also used to
guess and now you know.

43. Your sales team knows who to call
first
Easily identify calls to separate high
priority leads from your lower-priority
leads
Get more accurate data around calls
Benefits of call scoring

44. Humans who listen to calls can easily understand the intent but you can’t do
that for all of your calls due to volume -- we use machine learning to do this
for you
Machine learning will determine patterns in a complex manner that is more
than just evaluating individual words
How call scoring works

45. One thing to mention is that call
recordings must be used so that machine
learning can interact with transcripts
(while keeping private data anonymous)
Call scoring requires call recordings

46. The reason G5 can do this is that we are focused on
senior living and have a large data pool in our data
warehouse which allows AI to perform successfully
We’re already operationally connected to marketers so our
call scoring reports can be used immediately by your sales
and marketing team
This only works with a large set of data

47. Marketers will gain tools to help them with
the data problem today’s landscape creates

48. Questions