Partnerships, essential in any business, can be especially valuable when you're offering senior care services. But how do you begin?
One way, of course, is by providing reliable, trustworthy service to your own clients who can then provide testimonials to your reliability and trustworthiness, and then refer others to you.
But partnerships have an amazing potential to be additional sources of referrals for your business because through your partnerships, you establish yourself and your business as a knowledgeable and trusted resource for senior care. You can form these relationships with local organizations, nationally recognized groups or businesses in other areas of the eldercare industry.
There are four considerations that argue strongly for an aggressive, focused effort to build partnerships with others in the eldercare industry and increase your referral resources in Texas.
Building Trust with Seniors and Their Families
Modern caregiving decision making involves not only seniors but their families.
Many seniors distrust strangers reaching out to them, and with good reason. Many scammers specifically target them because they have disposable income. Additionally, family caregivers are also cognizant of who’ll be interacting with their senior family member as that individual may not want or be able to speak up for themselves.
Some have also heard stories from friends or families of negative interactions with senior care providers and may have a bias when beginning their search. This bias can prevent them from looking at your business objectively and make it harder for you to overcome their objections.
A solution for your business is to increase the likelihood that people beginning their search for eldercare services hear about your business from someone—one of your satisfied clients or another type of service provider—who isn’t a stranger to them.
If you’re a partner with a business or someone they trust, then at least some of that trust can transfer to you.
Generating Referrals
Having someone praise your business and give you a glowing recommendation can help establish trust faster than other traditional outreach efforts. Ninety percent of people are more likely to trust a recommended brand or company rather than one they find on their own. Prospects who are already inclined to trust you before meeting you take less time to convert to paying clients.
One of the best referral-building strategies is partnering with other trusted voices in the industry or with third-party sources. For example, if you're an Alzheimer’s organization, partnering with local hospitals and memory care communities is a strategic opportunity.
In order to help jumpstart the partnership, you may offer complementary services. This could be anything from volunteering at their events or offering your services as a charitable donation. They can spread the word about the quality of your business and, hopefully, give you referrals when people start asking about the service you offer.
This method works incredibly well if you’re operating at a different level within the same vertical and have something that benefits your partner's clients. Not only will you gain value through referrals coming to your business, but it also helps establish brand authority, trust and long-term contracts.
Four Ways to Get in Front of Key Decision Makers
Obtaining recommendations and referrals from other businesses takes time and effort. However, here are four of the best ways to build partnerships with service providers and others in the eldercare industry:
- Online—Many local organizations will list partner businesses on their website or directory. Reaching out to the company's marketing team can help get you on this list, which will put your business in front of a wider audience and increase your search engine optimization (SEO). According to research from Nielsen, nearly half of baby boomers and senior citizens go online in some capacity daily, and they’re increasingly using the internet in their search for eldercare services.
- The Guide—Our area editions are delivered directly to case managers, social workers, and discharge planners, who are often face to face with and making recommendations to the decision-maker. Just by being listed in this tangible resource, your name can be shared again and again.
- Direct Referrals—Hosting events and fundraisers and joining a thriving social media group can be great ways to get direct referrals. Many companies and individuals are willing to participate in activities that provide opportunities to network, raise brand awareness, and support good causes. These activities can then become an excellent source of new referrals for your business. Encourage all participants to spread your message and provide promotional items such as brochures or other giveaways that increase brand awareness.
- Paid Search Engine Ads—Many caregivers and seniors are using specific keyword searches to find answers to their questions, and these ads will help them find you. However, be sure to include helpful information in these ads instead of ”selling.” Remember that your overall goal is to build trust and increase awareness of your services.
These methods are excellent strategies for increasing referral sources.
Creating Warm Handoffs
Obtaining new clients or residents can be a long and expensive process. Partnering with other organizations and providers reduces your sales cycle and acquisition costs. In addition, potential residents and clients who come from referrals and other trusted sources are typically ready to move forward because the referral source may have prepped them for you.
Many potential clients may ask a company or an individual they know to give their opinion of your service. If you have built a productive, beneficial partnership with them, they can honestly and candidly promote your business on your behalf.
On average, professional referrals have a conversion rate of 40%, which is significantly higher than other methods. Can your business afford to pass up an opportunity to achieve such a high conversion rate?
Be Patient
It can be easy to become frustrated when trying to build trust and position yourself to be part of the modern caregiver’s decision-making process. It’s important to stay consistent with your approach and to think long-term. Just because you’re not seeing immediate results doesn't mean that your efforts aren't working.
Set benchmarks such as 90-day intervals to check for returns on your investments of time, energy and money. If you see positive results, continue or even increase your efforts. If not, consider what needs to be done differently.
Summary
Working with seniors, caregivers and family members can be challenging when it comes to establishing trust. However, by working with trusted organizations in other areas of the industry, you can help increase your conversion rates, build trust, and grow your network. The work you do today will pay off in the long run.
If you’re looking to join an industry-specific social media group, check out our carefully curated list of groups!