Taking the time to send a one-minute video to a prospective customer can mean the difference between making a sale and losing someone to a competitor, said speakers Thursday on a webinar hosted by OneDay.

“The reality today is that people buy people, and the exciting thing about video is that it allows you to bring your personality to life,” said Traci Bild, founder and CEO of Bild & Co., an advisory service for senior living owners, operators and developers.

Operators, she noted, can use video for almost any kind of follow-up. The key to doing it right, however, is taking the time to understand what is most important to a prospective resident and his or her family members, said Dana Asche, director of training at Bild & Co. 

“If you have a family who is really concerned about food, take a few minutes to do a quick video with your community’s chef and show off the kitchen,” Asche said. “Thinking about the things that really matter to people and are unique is so much better than a one-size fits all virtual tour or video that everyone is using these days.”

Bild and Asche both recommended that operators keep videos short — approximately a minute or less — and if there’s concern about it not being perfect, just send it anyway.

“People want to see you’re human, and they want to see your vulnerabilities,” Bild said. So send the video even if your hair is a little messy or your lipstick is a little off kilter.”

She also reminded operators that people are more likely to remember stories and things you show them than any facts you may convey.

“If you tell someone that 90% of your meals use garden-fresh vegetables, that’s great, but if you take someone to the garden and show them the residents working there, they aren’t going to forget that,” she said. “That’s a ‘wow’ moment, and that can be a one-minute video.”