Senior Living Marketing Events: Fresh Ideas That Drive Leads

Editor’s note: We updated this article on 12/17/24 to shift away from pandemic-related suggestions..

Well-planned marketing events for senior living communities can generate qualified leads, re-engage stalled prospects, and create opportunities to develop new professional contacts and nurture existing relationships.

On the other hand, poorly executed events can be a big waste of time and money.

How can you make sure you’re putting together events that deliver excellent ROI? Here are three types we recommend: educational events, social events, and community events.

Educational events: Show that you’re an expert and a resource

Educational senior living marketing events will help position you as a trusted advisor and valued resource. Below are some topics and themes to consider.

Author Visit. Many authors do book tours, both in-person and virtual For in-person events, the author can speak and bring books for purchase and signing.
Downsizing/ Transitions. Invite real estate pros and downsizing experts for a lunch & learn series.
Financial Solutions. Same idea as above. Your community hosts experts for a casual lunch. Think VA benefits, life insurance conversion, and long-term care.
Memory Care Topics. Again, hold lunch & learn sessions on popular topics like brain fitness, education, research, driving, and dementia.
Support Groups. Ideas include caregiver support groups, Alzheimer’s support groups, men’s groups, bereavement groups, etc.
Continuing Education Units (CEUs). Do this in your community or bring your program to a local hospital or skilled nursing facility.

Social events: Be social and show off your community’s fun side

Give prospective residents and their families a taste of what your community is like by inviting them to attend social events and fun activities. Here are some ideas:

Art classes. Paint and sip nights can be a fun way to get people to mingle, and the prospective resident gets to bring home artwork that will remind them of your community.
Fitness classes. Offer day passes to your most popular classes.
Networking. Think breakfasts, lunch, cocktail receptions, martini mixer etc.
Dash & Dine. Stop by for a tour or event and take home dinner on us!
Brunch. Ideas include champagne, jazz, holiday, and Mother/Father’s Day.
Senior/Senior Prom with local high school (Star Dust Prom).
Holiday/ Special Day Socials / BBQs. Think of all the possibilities: Valentine’s Day, Saint Patrick’s Day, Mother/ Father’s/ Grandparent’s Day . . . and that’s just the beginning. You could focus on a silly day like National Hot Dog Day (third Wednesday in July). Invite a hot dog stand to set up shop on the premises and invite people from nearby towns to come by for hot dogs and ice cream on you.
Chef demonstrations. What better way to give people a sense of the food and menu options than by having your chef demo one of their top dishes or specialties (like cake decorating).
Fashion Show. Collaborate with a local store and use staff, residents, family, or professionals as models.

Community Events: Grass roots and local community

Host spiritual groups. Think parish nurses, Stephen Ministries, non-denominational meetings, or meetings with rabbis, pastors, priests, etc.
Host seniors’ groups. Think Red Hat Society, senior centers, and other related groups.
Host art shows for local schools/ artists or resident art
Host piano recitals for local teachers if you have a piano
Dinner & a movie if you have a theater
Sponsor a community yard sale
Host fundraisers. Consider fundraisers around the annual Alzheimer’s Walk or Prostate Cancer Awareness Month in September.
Sponsor a community health fair with free screenings
Host community group car wash (for example, for the local high school)
Host a variety/ talent show
Wreath/ miniature tree decorating – referral sources and families buy a wreath or tree and decorate it (usually with a theme) and raffle them off for charity at a social event.