Marketing Strategies for Senior Living Organizations

The process of creating an integrated marketing plan for a senior living community has changed dramatically over the last decade. Leads that used to primarily come through in-person referral sources, such as hospital discharge planners, primary care physicians, and clergy, have slowed. These types of personal contacts always drove the bulk of family leads.

Another popular lead generator has always been word of mouth from friends and family. And then there are local print publications and radio. But while these avenues for lead generation remain important, the digital age has added another layer of complexity.

Taking Advantage of Online Marketing Options

Today, it’s also important to utilize digital strategies to reach seniors and their adult children. According to Inertia, over 90% of older adults who transition to a senior living community are assisted in their search by family members — typically an adult daughter. That’s why your marketing plan needs to include strategies for reaching both the senior citizen and their loved ones online.

Here are a few ways you can do that:

• Content-rich website: Because the senior care industry is so complex, providers with an informative site that allows families to self-educate will rank higher and create more meaningful connections than those that simply use their website as an online brochure. The idea is to create a hub of very specific details — such as guides and checklists relevant to each stage of the decision journey, and an FAQ section that addresses families’ most frequent concerns — that will generate inbound leads to your community.
• Facebook ads: Don’t fall into the trap of thinking older adults aren’t on Facebook or that their families won’t notice ads. These can be great ways to promote events and programs at the community level. While Facebook ads shouldn’t be a primary referral source, they can help reach potential leads with whom you might not otherwise make a connection.
• Google Business Profile: This is a prime marketing opportunity that many senior living communities miss. Some skip creating their profile entirely, while others set it up and then forget to revisit it. Instead, you should think of this marketing tool as a living resource. Update and interact with it often. Tell a compelling story on your “About” page. Regularly swap out photos and videos. Read and respond to reviews.
• Quarterly newsletters: Creating a community newsletter and sending it out on a consistent schedule is another must. It’s usually best to offer both print and digital versions, which is made easy using a service like LPi’s newsletter solution. Make it interesting and fun to read by sharing content about recent events, articles about residents’ experiences and stories, and other engaging content. Show the vibrant living that actually happens every day.
• Local digital publications: Finally, explore nearby options for advertising on digital platforms. It could be your senior organization's website or e-newsletter, or maybe a regional publication focused on healthy aging resources and stories. The key is to find those with a reach and target audience that match yours.

If all of this feels a little overwhelming, we encourage you to explore the LPi solutions available to support you, from print and digital newsletter assistance to branding and free-to-you sponsored websites. We make it easy for senior living community teams to make the most of their marketing budgets!