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6 Fresh Senior Living Marketing Ideas to Try in 2024

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When it comes to digital marketing, it’s easy to fall into a rhythm when things are working well. The key is making sure this routine doesn’t turn into complacency. Below, we share six fresh senior living marketing ideas to help you avoid this fate.

6 fresh senior living marketing ideas to try in 2024

1. Focus on voice search optimization

Voice search is exactly as it sounds. You use your voice to interact with a device (like Siri or Alexa) rather than typing your search query.

According to Semrush, in 2022, 50% of U.S. consumers reported that they use voice seach every day. Statista states, “(f)orecasts suggest that by 2024, the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population.”

Semrush also reports that 62% of Americans use voice assistant and 36% are smart speaker owners—and that half of US consumers use voice search daily. Semrush notes: “If you don’t optimize your content for voice search devices, you could miss out on a chunk of the market.”

So, what steps should you take to optimize your digital assets (like your website) for voice search?

2. Use augmented reality (AR) and virtual reality (VR) to create more engagement and increase time spent on your site

AR and VR can create more engaging and memorable experiences. Exploding Topics cites research that shows 55% of consumers think AR shopping is more fun. The more immersive, engaging, and “fun” you can make your site, the more time they’ll spend on it—and the easier it will be for people to remember your brand.

You can use AR and VR to create immersive experiences for prospective residents and their families. For example, you could add a plug-in to your site that allows people to see and experience how their furniture would look in their new apartment in your community. You could use VR to create a truly immersive virtual tour experience. (That would be a big step up from the shaky video the sales rep took on their phone, right?)

3. Experiment with native advertising

Native advertising is a type of paid advertising that blends in with the surrounding content. For example, a native ad on Facebook might look like a regular post on that platform. When done right, native advertising can be extremely effective because it feels less intrusive and “ad-like.” Use native ads to promote high-quality content or special events at your community.

Need some inspiration? HubSpot has a great article with 10 native advertising examples people actually enjoyed.

4. Keep up with Google’s generative AI capabilities in Search

In May 2023, Google unveiled its Search Generative Experience (SGE), which will likely change how every marketer and business approaches SEO. While SGE hasn’t been rolled out wide just yet, it’s coming—and fast.

Don’t panic. SEO has evolved dramatically over the last couple of decades, and SGE is another evolution everyone needs to adjust to. The best way to prepare (right now) is to familiarize yourself with how SGE works. Go to Google Search Labs, request access, and turn SGE on. See how it changes and influences the way YOU search.

5. Create more videos

OK, this marketing idea isn’t as revolutionary as other items on this list. But video marketing is the #1 strategy we wish ALL of our clients did more of.

Video is HUGE. According to ahrefs, YouTube is the most visited site in the world, and for good reason: people love watching videos—to learn, to discover, to be entertained. According to Wyzowl, 88% of consumers say they were convinced to buy a product or service after watching a brand’s video, and 73% say they’d rather watch a short video when learning about a product or service.

Video is also a wise investment with excellent ROI because you can repurpose and reuse one video across multiple channels for broader reach. You can use your video on YouTube, Facebook, the community’s website, digital ad campaigns, and email marketing. And videos on YouTube also perform well in organic Google searches.

6. Wild card idea: boost brand awareness and level up your mobile marketing efforts with geofencing

Geofencing is a location-based marketing strategy that allows you to target people’s phones within a specific geographic radius. For example, you could:

  • Create a geofence around a local retirement planning center and target people with ads for your independent living community.
  • Create a geofence around the offices of local referral sources (social workers, case managers, etc.) and serve up brand awareness-type ads.
  • Create a geofence around a local park and target people with ads for your community’s upcoming outdoor concert. Additionally, you could create a geofence around a local library and target people with ads for your community’s upcoming book club meeting.

Geofencing isn’t necessarily the right fit for all senior living communities. Still, geofencing might be something to consider for forward-thinking communities looking to try out-of-the-box ideas.

Curious to know more?

Need guidance implementing any of these senior living marketing ideas?

We’ve helped communities of all sizes improve their digital marketing efforts and increase occupancy. Let’s chat about the marketing challenges facing your community—and how to overcome them.

 

Marketing Ideas

Senior Living Marketing Ideas We Wish More Clients Would Try

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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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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!