The Easiest, Most Affordable Way to Capitalize on the Prospect Data You Already Have

When prospects visit your website, they leave behind valuable data that can be used to optimize your marketing and lead nurturing efforts. One of the simplest and most affordable ways to capture and capitalize on this information is by using cookies (with the user’s consent, of course).

A cookie tracks a visitor’s actions on your website, including which pages they visit and how long they stay on each page. This data is extremely useful for building an effective email nurturing campaign that speaks directly to their interests and needs.

By tracking the pages a prospect visits, you can customize your email content to be more relevant and personalized. For example:

• If a prospect spends time reading about memory care on your website, you can send them follow-up emails highlighting your memory care services, success stories, and testimonials.
• If another visitor is exploring your pages on independent living, you can tailor your messages to focus on the benefits of independent living and share relevant resident experiences.

This personalized email strategy keeps you top of mind while also addressing the specific questions and concerns of each prospect, increasing the chances of moving them further along the decision-making process.

Rather than relying on sales teams to guide every step of the prospect’s journey, consider leveraging email nurturing streams. This approach allows prospects to engage with informative content on their own terms, without feeling the pressure of constant follow-up calls.

A well-designed email nurturing campaign provides the information prospects need when they’re ready for it. For example, a series of emails can highlight different aspects of your community, like amenities, resident testimonials, and care options. The key is to create content that is useful and shareable. Prospects can forward these emails to family members or decision-makers involved in the search.

Since the average time between initial inquiry and move-in for non-crisis situations (Planning Focused prospects) is three to six months, an ideal email stream should be designed to last for at least three months. Weekly emails can cover various relevant topics, allowing prospects to move through the decision-making process at their own pace.

Personalized emails based on website behavior resonate more with prospects because they feel relevant and helpful, not generic. Prospects engage more with content that speaks directly to their needs, which ultimately improves open rates, click-through rates, and conversions.

By utilizing the data you already have from website visits, you can nurture leads more effectively — without the need for expensive tools or complex strategies. It’s a smart, affordable way to capitalize on existing data and improve the overall efficiency of your marketing efforts.

Ready to get started? SSDM can help set up tracking on your website and start turning your visitors into residents through personalized email nurturing!