Two people.One decision.Different fears.
The person who moves in is rarely the person who searches. Build for both, or you're only talking to half the decision.
Get your Video Map
Where they are when they find you.
An adult child researching under guilt and time pressure, and a parent resisting a loss of independence. Both must be persuaded, and they are not persuaded by the same thing.
Two buyers, one brochure. Almost every community markets to the researcher and forgets the resident.
What has to be answered.
- 01Is this a place I'd be comfortable putting my mother?
- 02What is the care actually like when nobody's visiting?
- 03What does it cost and what happens when needs change?
- 04Will I still have my own life?
What tends to need to exist.
A pattern, not a package. Your map is built from your customers, not from this list.
01
Two parallel routes
One story for the adult child, one for the resident. Same community, different fear being answered.
02
Staff and daily life
Care is invisible in a brochure and obvious on video.
03
Slow, patient follow-up
The cycle is measured in months. The follow-up has to survive it.
Stranger to customer.
The states are the same in every category. What changes is how long each one takes, and which assets are capable of moving someone through it.
Stranger
01
Stranger
Has never heard of you. Isn't looking for you.
- Short-form video
- Paid social
Attention
02
Attention
Stopped scrolling. Doesn't know why yet.
- Hook-led creative
- Founder video
Curiosity
03
Curiosity
Wants to know who this is.
- Brand film
- Profile and bio
Problem recognition
04
Problem recognition
Realises the thing you fix is a thing they have.
- Educational content
- Comparison content
Understanding
05
Understanding
Knows what you do and how it works.
- Explainer video
- Landing page
Trust
06
Trust
Believes you can actually do it.
- Team and process content
- Long-form
Proof
07
Proof
Wants evidence it worked for someone like them.
- Customer stories
- Reviews
- Case studies
Offer
08
Offer
Ready to hear what it costs and what happens next.
- Offer creative
- Landing experience
Action
09
Action
Books, calls, visits, buys.
- Booking flow
- Follow-up
- Retargeting
Start withthe map.
A 30-minute recorded interview about senior living, your customers and where the drop-off is. Your map is presented 24 hours later. If a map won’t help, we’ll say so.
The strategic blueprint for your Content Ecosystem. It identifies who we're trying to reach, what they need to understand, the stories and videos that need to exist, and how those assets move someone toward becoming a customer.
It is not a content calendar. A calendar tells you when to post. A map tells you what has to be true before someone buys.