Adult children are often the individuals responsible for selecting, or at least narrowing down the options, for senior living facilities for their aging parent or parents. While this is not always the case, most seniors have support or assistance from their adult children in making the decision to sell a home or to move out of their current residence and into a senior living community.
Finding effective ways to market to adult children is very different than older marketing campaigns. In the past, marketing for senior living facilities tended to rely on bulk mailing of brochures, postcards, self-mailers, or other similar types of advertising.
While this is still a good way to reach a confirmed target audience, it is too costly for most senior living facilities to use as a primary source of contact. Many millennials also see this type of advertising as unfriendly to the environment, which can create a negative impression of the facility.
Digital Marketing
Strategic online marketing for senior living facilities is a highly effective way to reach adult children who have decision making responsibility for their parent or parents. Platforms such as Facebook, LinkedIn, Pinterest, Twitter, or Instagram can be ideal places to connect with your target audience.
One of the great features of online marketing for senior living facilities is the ability to interact with individuals in a very personal way. It can also be an effective tool to capture email and other contact information, allowing your senior living facility to market directly to already interested individuals in the community.