We’re making a list (and checking it twice!) of senior living marketing ideas that we wish more clients would consider implementing in their marketing plans for 2022.
- Use marketing automation.
Out of all the senior living marketing ideas floating around out there, this is the one you need to seriously consider following (if you’re not already). Why? Simple. You can’t have a successful marketing strategy without marketing automation. Full stop.
First, it’s impossible for one or two humans to manage all the different moving parts in today’s digital marketing landscape. Think scoring senior living leads, segmenting leads, and making sure the right lead gets the right follow-up email at exactly the right time. Marketing automation removes the manual labor so that your marketing and sales teams can focus on more relevant tasks.
Second, good automation gives you real-time insights into important metrics, like engagement and conversions. You can make better decisions (and invest your marketing budget more strategically) based on this intelligence.
- Use edgier copy.
We know, we know. The word edgy can set people’s teeth on edge. But edgy doesn’t necessarily mean unprofessional. To us, edgy simply means more playful—and more personal and honest.
Keep in mind that senior living communities are essentially selling the same thing. Sure, some differences exist from one community to the next. But in reality, differentiating your community can prove challenging. Don’t use the same tired marketing speak to describe your community. Be surprising with your copy—in a good way.
Interested in trying out this idea? Ask us about our turnkey senior living marketing campaigns. We’ve created gorgeously designed pieces for direct mail, website pages, social media posts, email marketing, and more—all with fun, playful, authentic copy. All you need to do is add your branding and you’re good to go.
- Continue to offer virtual tours.
Sure, we’re all excited about 2022 since (we hope, at least) it’s going to feel more like the world that we all knew pre-pandemic. But not everything that happened as a result of the pandemic was bad. The pandemic forced many businesses to reevaluate strategies that had been in place forever. In senior living, we’ve always assumed in-person tours were necessary to close a sale. But thanks to the pandemic, we learned this wasn’t the case. Senior living sales teams still found effective ways to sell—virtually.
Now, we’re not suggesting that you abandon in-person tours. They’re still relevant, popular, and effective. But giving prospects more control about how they experience your community? That’s important as well, especially as you start catering to younger demographics like Baby Boomers—demographics who expect to have plenty of choices and control. Give them those choices and control by offering in-person tours, virtual tours, 3D-walkthroughs, and the like.
- Don’t be afraid to try new things.
We get it. It’s much safer to follow the “well, if it ain’t broke, don’t fix it” philosophy. The problem with that mindset? Eventually, things will break, simply because people evolve. Their needs evolve. And trends evolve, too. What worked in 2010 isn’t necessarily going to work in 2022. (Think of everything that’s entered the marketing stratosphere since 2010 like Pinterest, Snapchat, TikTok, and wide adoption of smartphones.)
As we mentioned earlier, the demographic for senior living is starting to shift—and the shift is only going to speed up. Older Boomers (those born around 1964) are entering 55+ communities and even senior living, like independent living and active adult living (or they will be soon). Those on the older side of Gen X are right behind them.
These demos are going to turn the concept of senior living on its head. These folks expect cappuccino machines, sushi bars, trips to Italy, yoga classes, spas, and whatever else is trending. They love the idea of meeting new people, doing new things, and going to new places. They’re not quiet, stoic, or uncomplaining, like their parents. Bottom line: You’ll need fresh approaches for engaging, nurturing, and converting the people in these demographics.
All that said, we know trying out new senior living marketing ideas can be intimidating. For example, if you haven’t spent any time on TikTok and have no clue how to make a TikTok video, you might think it’s easier to simply stay with tried-and-true tactics like Facebook. The problem? You will fall behind the curve. And there’s no guarantee you’ll be able to catch up.
- Don’t just seek expert advice about marketing senior living—follow it!
We get it: Just because you’ve sought advice from an expert, it doesn’t mean you must follow it. But we encourage everyone to reconsider that stance, especially if you’re spending money with reputable senior living consultants or marketing agencies (like ours).
We want to see you succeed! And we’re not suggesting things “just because.” Sound reasoning and analytics always guide our recommendations. So if you’re going to invest in getting the advice, you might as well accept—and implement—the advice.
Interested in taking any of these senior living marketing ideas for a spin?
Now’s an excellent time to discuss your marketing plans for 2022. Reach out and let’s chat!