Senior Care Marketing
Senior Living Communities
Getting the word out about your senior living community can be a challenge. It’s easy to put together an ad with photos of your rooms, friendly and caring staff and happy residents; but that’s so generic. It’s been done a million times. You know your community has more to offer, but how can your marketing better showcase those differentiators and help you stand out from the competition?
Making your community more attractive to the influx of baby boomers is a must-do. From a financial perspective, appealing to this gigantic and growing market is critical to creating a sustainable business that will thrive in this competitive marketplace. Think of it this way: Boomers are the top-of-the-funnel. They come to your community to enjoy a vibrant, active, carefree lifestyle and then, as they age, stay for the full continuum of care — from assisted living through skilled nursing (if offered).
So how do you get the attention of the baby boomers? Remember this one all-important piece of advice, and apply it to every piece of marketing you produce: More than any generation before them, baby boomers don’t want to be thought of as “old.” If you speak to them like the young people they feel they are inside; you will speak to their heart — and they will listen.
Come Here to Live and Love LifeBoomers don’t want to be thought of as old and beyond that, they are looking to actually change the paradigm of growing old. They don’t just want a place where they can be “active;” they want a place where they can thrive in every aspect of life.
They’re looking for adventure and athletic pursuits. If you offer those activities, tout them, and if you don’t you may want to partner with local services that do to enhance your offerings.
Showcase cultural offerings that appeal to a younger crowd — craft beer tastings, open-mic nights, food truck visits, etc. Promote any and all opportunities for creativity and self-expression – not just in your community, but in the surrounding areas and neighborhoods.
Your Community As a Go-To DestinationBecome a destination boomers seek out. Look to hospitality marketing for ideas. Baby boomers want communities that provide a resort-like lifestyle — an affordable, yet luxurious experience. They want to be offered the retirement that they dreamed about and worked so hard to achieve.
Focus your messaging around being carefree. Your community is competing with aging-in-place technologies. Your marketing needs to showcase all the benefits they could be enjoying if they chose to thrive in your community, instead of staying at home.
Promote a life of leisure:
No more yard work or laundry, ever
Let someone else do the cooking and eat gourmet meals
Create more time in your life for travel and hobbies
New experiences at the tip of your fingers
You want your advertising and online presence to show that your community is a place where they can live life to its fullest — through great dining, entertainment, education, athletics, adventure, and a thriving social scene.
Your Residents are your Brand HeroesOne of the best ways to highlight the vibrancy of your community is with resident stories. Engage your residents and encourage them to share who they are and what they’ve accomplished in life. Tell stories that show how they continue to thrive and maybe even explore new activities by living in your thriving community.
There are always hidden gems to highlight from the lives of the residents, staff and even friends and family. One may have been a world-class swimmer, or was the first female college graduate of a notable university. Highlight these stories along with powerful photos to visually illustrate your community is the place to be for life!
Create both video and print pieces showcasing residents sharing, in their own words, what they love about living in your community. Ask them to be specific. You want your audience to walk away thinking, “Wow! If he/she is so happy living here, I could be too!”
Not the Same “Old” Senior MarketingIn short, the more you can appeal to the fact that baby boomers are young at heart and want to squeeze the very best out of their aging years, the more your community will become the go-to destination. Think young and thrive!
***About The Author: Kurt MilliganKurt Milligan is CEO of Spark Evolution, a data-driven Inbound Marketing agency that accelerates revenue growth with rich, interesting, and meaningful content delivered when it matters. Spark Evolution attracts, converts, closes and delights customers at every stage of the purchase process. The agency is a Hubspot Gold Partner, providing its clients enterprise marketing automation services, and is also a Wistia agency partner, providing comprehensive video marketing strategies and campaigns. Learn more on their website, or contact Kurt via email or by phone (603-651-7929).
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Senior Care Marketing
Senior Living Communities
Getting the word out about your senior living community can be a challenge. It’s easy to put together an ad with photos of your rooms, friendly and caring staff and happy residents; but that’s so generic. It’s been done a million times. You know your community has more to offer, but how can your marketing better showcase those differentiators and help you stand out from the competition?
Making your community more attractive to the influx of baby boomers is a must-do. From a financial perspective, appealing to this gigantic and growing market is critical to creating a sustainable business that will thrive in this competitive marketplace. Think of it this way: Boomers are the top-of-the-funnel. They come to your community to enjoy a vibrant, active, carefree lifestyle and then, as they age, stay for the full continuum of care — from assisted living through skilled nursing (if offered).
So how do you get the attention of the baby boomers? Remember this one all-important piece of advice, and apply it to every piece of marketing you produce: More than any generation before them, baby boomers don’t want to be thought of as “old.” If you speak to them like the young people they feel they are inside; you will speak to their heart — and they will listen.
Come Here to Live and Love LifeBoomers don’t want to be thought of as old and beyond that, they are looking to actually change the paradigm of growing old. They don’t just want a place where they can be “active;” they want a place where they can thrive in every aspect of life.
They’re looking for adventure and athletic pursuits. If you offer those activities, tout them, and if you don’t you may want to partner with local services that do to enhance your offerings.
Showcase cultural offerings that appeal to a younger crowd — craft beer tastings, open-mic nights, food truck visits, etc. Promote any and all opportunities for creativity and self-expression – not just in your community, but in the surrounding areas and neighborhoods.
Your Community As a Go-To DestinationBecome a destination boomers seek out. Look to hospitality marketing for ideas. Baby boomers want communities that provide a resort-like lifestyle — an affordable, yet luxurious experience. They want to be offered the retirement that they dreamed about and worked so hard to achieve.
Focus your messaging around being carefree. Your community is competing with aging-in-place technologies. Your marketing needs to showcase all the benefits they could be enjoying if they chose to thrive in your community, instead of staying at home.
Promote a life of leisure:
No more yard work or laundry, ever
Let someone else do the cooking and eat gourmet meals
Create more time in your life for travel and hobbies
New experiences at the tip of your fingers
You want your advertising and online presence to show that your community is a place where they can live life to its fullest — through great dining, entertainment, education, athletics, adventure, and a thriving social scene.
Your Residents are your Brand HeroesOne of the best ways to highlight the vibrancy of your community is with resident stories. Engage your residents and encourage them to share who they are and what they’ve accomplished in life. Tell stories that show how they continue to thrive and maybe even explore new activities by living in your thriving community.
There are always hidden gems to highlight from the lives of the residents, staff and even friends and family. One may have been a world-class swimmer, or was the first female college graduate of a notable university. Highlight these stories along with powerful photos to visually illustrate your community is the place to be for life!
Create both video and print pieces showcasing residents sharing, in their own words, what they love about living in your community. Ask them to be specific. You want your audience to walk away thinking, “Wow! If he/she is so happy living here, I could be too!”
Not the Same “Old” Senior MarketingIn short, the more you can appeal to the fact that baby boomers are young at heart and want to squeeze the very best out of their aging years, the more your community will become the go-to destination. Think young and thrive!
***About The Author: Kurt MilliganKurt Milligan is CEO of Spark Evolution, a data-driven Inbound Marketing agency that accelerates revenue growth with rich, interesting, and meaningful content delivered when it matters. Spark Evolution attracts, converts, closes and delights customers at every stage of the purchase process. The agency is a Hubspot Gold Partner, providing its clients enterprise marketing automation services, and is also a Wistia agency partner, providing comprehensive video marketing strategies and campaigns. Learn more on their website, or contact Kurt via email or by phone (603-651-7929).
