Senior living facilities help many families by giving people a place to live when they feel that they can no longer live independently at home, or simply wish to downsize from their current house. These facilities range from those that allow people to continue their current activities on their own to those that provide around-the-clock care to those with medical conditions such as Alzheimer’s disease. If you manage a senior living home, you know that senior living marketing can be a little different from advertising to a younger audience. Here are some strategies for marketing to senior communities.
Use Online and Offline Platforms
An increasing number of older adults are going online to socialize and stay in touch with family, read the news, and seek entertainment. However, it is still important to utilize both online and offline platforms to market to the older demographic, just as you would employ different platforms to market to any other demographic.
One good strategy when using both online and offline platforms is to make your advertising consistent. For example, try not to have a different tone of voice on a Facebook post from a flyer that you post at a local business. Try to also be consistent in the types of photos, videos, and logos that you use when advertising on any platform.
Refrain From Scare Tactics
People are becoming more and more aware of scams and scare-based tactics that are sometimes used to take advantage of older adults. While this may not be your intention at all, using fear-based language may make potential customers leery of your advertisement and, as a result, your business. pay attention to the phrases you use to make sure that they do not come across as trying to coerce or scare families into placing their loved ones in an assisted living facility.
Never Be Condescending
Even some people who work closely with older people can fall into a pattern of assuming that most people in this demographic are not literate with technology or are otherwise gullible. In addition to being a false assumption, the condescending language that can come from these beliefs can very negatively impact a senior living marketing campaign.
There are many ways to market to older adults who may be considering entering a senior community, or to their children who are looking for different options for their parents. Use these strategies and more to reach out to this diverse and growing demographic.