Home health care worker and an elderly woman

The Dos and Don’ts of Marketing Your Senior Living Community


It’s widely known that the Baby Boomer population — one of the largest generations in American history — is reaching retirement age fast. In 2012, the senior citizen population numbered 43.1 million — an incredible 21% jump from just a decade prior. This is largely due to the approximately 76.4 million Americans born between 1946 and 1964 reaching the 65-year milestone of retirement age.

The continued aging of the country’s population isn’t going to stop anytime soon, either — experts project that there will be 1.2 billion seniors in the world by 2025 and 2 billion by 2050! And while it might seem simple to market senior housing options to Baby Boomers, it’s surprisingly easy to make a gaffe that could lead them to choose another senior living residence without a second thought.

To prove your retirement complex or community will provide the best senior living possible to newly-retired Baby Boomers, it’s crucial to get your marketing right. Here are the top dos and don’ts of marketing senior living residences to the massive, diverse Baby Boomer generation:

Do: Create a modern, content-driven website
A key part of any marketing campaign, especially for the best senior living communities, is to develop a well-designed website that regularly publishes informative, thoughtful content. Seniors enjoy reading, especially online — and with well-written content on your website, you can gradually build trust between your community’s brand and your target audience.

Don’t: Talk down to them or refer to them as “seniors”
You’re trying to prove that your senior living residences are the best senior living options around — however, avoid using the word “senior” itself. This word, along with other words typically used to refer to older people, all give off an air of ageism, especially for Baby Boomers. Try to use more age-neutral terms that won’t offend your audience, and avoid talking down to them.

Do: Understand their tastes and values
When marketing to seniors, you should appeal to their unique tastes, values and ideals of your audience. Research the buying habits of your target audience and figure out what seniors are looking for in terms of lifestyle and leisure. Seek to portray your senior living community as a place that will provide everything they want from a living space.

Don’t: Use sensational language or images
It’s ideal to never use sensationalized, hyperbolic language while marketing to seniors. Chances are, your audience has seen all of this before, and will be driven away if they feel like they’re being pressured to choose your senior living option. Instead, allow your audience to make their own independent judgments. It’s also imperative to never use images that show seniors as frail or inactive — because in reality, at least 22% of senior engage in regular physical activity.

Have any other tips on the successful advertising and marketing of independent or assisted living facilities? Feel free to share with us and your fellow readers in the comments below.

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