The senior living industry is growing rapidly as the aging population seeks comfortable and supportive communities to spend their retirement years. To attract and retain residents, senior living organizations need comprehensive campaigns to create and then nurture leads and contacts in their marketing database who are likely to become a resident or patient in the future but aren't ready to make that decision yet.
These campaigns should not only educate and inform but also build trust and provide valuable resources for seniors and their families. Here are our top ten most successful campaigns. Brownie points if your organization has five or more of these already in place!
Top Successful Campaigns
- Educational Webinars
- Guided Tours and Virtual Walkthroughs
- Family Caregiver Resources
- Monthly Newsletter
- Testimonials and Success Stories
- Health and Wellness Workshops
- Personalized Retirement Planning Guides
- Community Events and Activities Calendar
- Aging-in-Place Resources
- Referral Programs (Current Residents)
1. Educational Webinars
Webinars are an excellent way to provide valuable information to seniors and their families. Host webinars on topics that matter to them, such as healthcare options, estate planning, or downsizing tips. Invite experts to present and answer questions. This not only establishes your organization's expertise but also fosters trust. Ensure these webinars are easily accessible, whether in-person or online, to cater to different preferences.
2. Guided Tours and Virtual Walkthroughs
Showcasing your community is crucial in attracting potential residents. Offer guided tours, both in-person and virtually, that provide an in-depth look at your senior living community. Highlight the amenities, living spaces, and the supportive environment you provide. A well-executed tour or open house event can help seniors and their families visualize their future home and make a more informed decision.
3. Family Caregiver Resources
Understanding that many seniors have family caregivers, create content and resources tailored to them. Develop guides on providing care for seniors, managing caregiver stress, and explaining the various senior living options available. By offering valuable resources to caregivers, you indirectly serve the needs of seniors, demonstrating your commitment to their well-being.
These guides can be available on your website (it's your decision whether to gate this content or not although we recommend not to), as part of an email drip campaign, as calls to action in your blogs related to topics for caregivers, they can be PDFs that sales sends after a phone call with a loved one seeking information about senior living or care, printed versions can be available during open houses or with your referral facilities and partners. They can also be part of family packets during the move-in process.
4. Monthly Newsletter
A monthly newsletter is a powerful tool to keep potential residents and their families engaged. Feature stories about residents, upcoming events, health and wellness tips, and industry updates. Make the newsletter informative and engaging, encouraging recipients to look forward to each edition. Use it to keep your audience informed and excited about your senior living community. (Be sure to add/use newsletter subscription opt-ins and subscription management tools to your email platform to be in compliance with privacy legislation.)
5. Testimonials and Success Stories
Nothing builds trust like real-life success stories. Share testimonials from happy residents and their families, highlighting their positive experiences within your community. These testimonials can be in written quotes, video interviews, or even detailed patient stories. By showcasing the satisfaction and contentment of your current residents, you're likely to attract potential residents.
If you have testimonials where residents and their loved ones discuss the amazing team your community employs, consider adding these to your employment platform profiles. Hearing about how team members are valued might make the difference between a future CNA applying to work in your community vs. one just down the road.
6. Health and Wellness Workshops
Health and wellness are top concerns for seniors and their families. Organize workshops and seminars on topics such as nutrition, fitness, and mental health. Collaborate with healthcare professionals and experts to present these events. Promote the workshops extensively, encouraging attendance from both your current residents and those considering your community.
Consider timing: many adult children reach out to senior living and care organizations after the winter holidays when they visit home and realize their parents need additional care and support, for example. These events not only provide valuable knowledge but also demonstrate your commitment to residents' well-being.
7. Personalized Retirement Planning Guides
Moving into a senior living community often involves significant financial considerations. Create personalized retirement planning resources that outline the financial aspects of this transition.
Include cost comparisons, financial assistance options, and budgeting tips. Downsizing from a large home to a senior living apartment is also a daunting roadblock; advice on this process can be within its own guide or included in your financial planning content. Providing clear and transparent information about costs will help seniors and their families make informed decisions.
8. Community Events and Activities Calendar
One of the key attractions of senior living communities is the vibrant and engaging lifestyle they offer. Share a calendar of upcoming events, activities, and social gatherings within your community. This provides a glimpse into the daily life of residents, showcasing the active and fulfilling experiences they can expect. Use social media and your website to promote these events and encourage engagement.
9. Aging-in-Place Resources
Not everyone may be ready to transition to a senior living community immediately. Offer information on aging-in-place solutions for those who prefer to remain in their homes at this time (or explain how residential living options with progressive levels of care are available if your organization offers Life Plan Communities with independent and supportive living options).
Provide advice on home modifications, healthcare services, and support networks that can make aging in place a viable option. By offering these resources, you establish your organization as a reliable source of information and support.
10. Referral Programs (Current Residents)
Happy residents and their families can be your best advocates. Implement a referral program that incentivizes them to refer potential residents to your senior living community. Offer rewards or discounts for successful referrals. This not only helps you attract new residents but also fosters a sense of community and goodwill among your existing residents.
Senior care campaigns should be educational, informative, and, most importantly, empathetic to the unique needs and concerns of seniors and their families. By implementing these ten ideas, you can build trust, offer valuable resources, and maintain ongoing engagement with your target audience, ultimately helping seniors and their families make well-informed decisions about their future living arrangements. As the senior living industry continues to grow, thoughtful and effective marketing campaigns will be a key differentiator for your organization.