PHOENIX: A growing number of senior living operators are adding “live chat” to their websites, achieving success in the form of high-quality leads, more move-ins and burnished branding. But adopting an instant-message chat feature is not as straightforward as it might seem: Operators are seeing benefits thanks to thoughtful planning, careful implementation and an increasingly sophisticated grasp of the tool’s benefits.
From a marketing perspective, the main benefit of live chat might be summed up in the word “engagement.” That’s because it turns a website visit into an interactive experience. A visitor to the site simply clicks on a chat icon and can begin instant messaging with a representative of the senior living provider, who might be either an in-house employee or someone working through a third-party…