With more senior living options than ever, competition is fierce for would-be residents. Communities must set themselves apart to attract customers – and the most effective way to do that is through online marketing. It might come as a surprise, but Baby Boomers spend more time on the internet than Millennials, with 31% reporting they use their laptop, tablet or phone more than 15 hours per week. So how do senior living operators get the biggest bang for their buck? The answer is simple: CRM. What is CRM, exactly, and how does it help cut through a crowded marketplace to grow occupancy? First, a definition: CRM stands for customer relationship management. It is technology used to oversee interactions with potential clients with the goal of improving relationships through use of data. CRM software captures both qualitative and quantitative data across various channels and stores it in one centralized location to paint a holistic view of prospects, surfacing insights to make strategic decisions and optimize your marketing. This increased visibility boosts the effectiveness of your outreach. And because CRM allows you to track and analyze the performance of various online marketing vehicles to see where your dollars are working hardest. you can decide which campaign types are most meaningful for your business. Here are just a few of the ways CRM helps optimize marketing spend to maximize ROI. Tailor Messaging The first step of developing an effective marketing effort is identifying your audience and what types of marketing content they respond to. CRM systems like Yardi Senior CRM allow you see prospects’ interactions and identify which channels and messages are most compelling. If consumers are ignoring display ads but opening your emails, you can dial down advertising spend and invest more resources in refining your...