The words we use in senior living sales and marketing matter. Here are some that make us cringe in particular (along with what to say instead):
|Don’t Say This!||Try This Instead|
|Them or They||Our residents|
|Unit or Room||Apartment or Suite|
|Facility, home, or center||Community or Residence|
|Alzheimer’s Unit||Memory Care or Dementia Care Neighborhood|
|Over There or Back There||Our Memory Care Neighborhood|
|Seniors, Elders, Elderly||Older Adults|
More senior living sales and marketing jargon to be aware of . . .
Prisons, hospitals, and nursing homes are “facilities.” “Senior living” is a community of people living together and caring for and about one another.
Another way to express the senior living lifestyle is to say, “This is a residence for older adults.” It is not a center, and it is not their home. Think of other times when people lived in communal settings, such as summer camp, hostels, barracks, and college. Each represented a community, but none were home.
The most cringe worthy language involves explaining memory care. “We have a locked unit.” Honestly, who wants to think of their loved one as “locked up”? Try this instead: “Keeping residents safe and secure is a top priority in our Memory Care Neighborhood.”
Independent and assisted living is often referred to as “here” or “on this side,” and memory care is “over there” or “back there.” Don’t call it the “Alzheimer’s Unit.” Alzheimer’s is only one of many forms of dementia, and to many people, it is the most frightening. Substitute “memory care” or “dementia care” instead.
Need help choosing the right words and messages for your senior living sales and marketing?
Let us help! We’re an agency filled with people who have real experience in senior living (and this extends to our awesome copywriters). We can help you craft messages that are welcoming, inclusive, and engaging. Let’s chat!