Many independent living (IL), continuing care retirement communities (CCRCs), and active adult/55+ communities face a similar challenge: attracting younger, healthier baby boomers (late 60s, early 70s).
This challenge can cause big headaches, considering the financial sustainability of these communities often depends on residents staying longer (think 5, 8, and even 10 years) before transitioning to higher levels of care. Getting younger and healthier people to move in sooner can help ensure they stay longer.
But here’s the thing: If you think you can market to “all” boomers the same way, think again. Younger and older boomers might be from the same generation, but their needs differ.
This post will explore key steps to take if you’re trying to appeal to younger boomers.
Rethink your buyer personas.
If you’ve developed personas for people in their late 70s or early 80s, that’s great, but they likely won’t reflect the mindset of folks in their sixties or early 70s.
For example, many younger boomers are still working and probably won’t relate to messaging about slowing down and taking pottery classes on a Wednesday afternoon.
So, what should you do?
Conduct focus groups and develop a persona for younger boomers.
In addition to getting into persona basics, probe deeper and ask them the following:
- What’s holding you back from moving in now?
- What amenities or services would make you consider moving sooner?
- What concerns do you have about independent living communities?
PRO TIP: If you have a waitlist, create focus groups with the people on it. Focus on folks in their mid-to-late 60s through early 70s.
From there, develop four main types of personas.
Create separate personas for each of them. Yes, the messaging can and will overlap, but taking the time to do this work up front will help with content creation, lead scoring, and lead nurturing.
You’ll likely be talking to a combination of the following:
- Couples (married or unmarried partners)
- Solo agers (never married, no kids)
- Single adult woman (widowed or divorced, with or without kids)
- Single adult man (widowed or divorced, with or without kids)
Develop messaging and marketing assets that will resonate with each persona.
Younger boomers tend to respond to more aspirational messaging highlighting the benefits of independent living while addressing the fear of missing out (FOMO).
- Messaging should be positive and forward-looking. Focus on the excitement of new experiences, friendships, and opportunities within the community. Campaigns should create urgency (“What are you waiting for?”) while contrasting life at home with the vibrant lifestyle of a senior living community.
- Social proof is key. Testimonial videos and reviews should showcase real residents who made the move and never looked back. Persona-driven social media campaigns can highlight different interests (pet lovers, foodies, fitness enthusiasts, artists) to show prospects that their “tribe” is already thriving in the community.
- Balance emotion with logic. Behavioral science has taught us that people make decisions for emotional reasons but then rationalize their reasons with logic. The above points cover the emotional aspects. But don’t forget to reinforce why moving in now is a smart choice—financially, socially, and for long-term well-being.
- Content formats should be dynamic and engaging. Include video tours, floor plans, photo galleries, event highlights, testimonials, and even TikTok videos and Instagram Stories/Reels to bring the community to life.
By using relatable storytelling, social validation, and compelling visuals, content can help younger boomers see themselves thriving in the community and take action sooner.
Don’t forget to create separate campaigns for each persona you’re targeting.
Because each persona will have unique needs (for example, consider the solo ager compared to the married couple), you’ll want to create separate campaigns for each.
But remember that campaigns for each persona will each have integrated components. For example, your campaign for the solo ager might include print, email, social media, and PPC ads that reinforce the same messaging for that particular persona.
Need help with your baby boomer marketing?
Listen, we get it: There’s a lot to think about. Our senior living marketing agency can help. Get in touch, and let’s discuss how to convert more boomers to tours and move-ins.
