The majority of seniors (age 65 and above) are online, with at least 82% using search engines for research. As senior living community managers are aware, prospective customers often have help from their children or other loved ones, who are even more likely to rely on the Internet to investigate possible retirement homes and assisted living facilities. In fact, every hour in the United States, there are 6,000 online searches related to senior living communities.

Internet, social media, and smartphone usage will only increase as time goes on, in every demographic. As your most important marketing tool, your website needs to be as accessible, accurate, attractive, and search-engine-friendly as possible. Is your website effectively selling your facility?

Senior Living Community Website Checklist:

• Mobile Optimization. Enter your URL here to see if your site is mobile friendly. https://search.google.com/test/mobile-friendly
• Large Buttons and Text. The size of the words and the buttons to click or tap affects how well older visitors can use your site on both desktop and mobile.
• Easy Navigation. Make it easy for visitors to move around your website and find the information they’re looking for.
• Accurate Information. Make sure all the facts and links on your site are correct, especially contact information.
• Search Engine Optimization. Is your website appearing in search results as high and as often as you would like?

Beyond your website, digital marketing possibilities are endless. Every facility has different services, target customers, and branding, so a digital marketing plan needs to be customized just for you. However, in general these are RSPR’s most recommended digital marketing methods for senior living communities to get the best return on the dollar.

• Local Listings. Starting with Google My Business, local listings are essential to helping people in nearby neighborhoods find your community when searching online.
• Google Ads. We recommend varied Google Ads campaigns—search, display, YouTube, and more—to reach your full target market when they’re searching in Google or viewing content related to senior living.
• In addition to video ads on the platform, it’s important to have a YouTube channel and make regular video posts.
• Facebook reports that 62% of online seniors aged 65+ are on the platform, and 72% of those between age 50-64 are on the platform. We recommend posting to the senior community’s Facebook page at least twice per week. Setting up a variety of Facebook advertising campaigns will increase brand awareness, page likes, interactions with posts, visits to the retirement community’s website, and more.
• Other Social Media. Don’t underestimate the benefits of having a broad social media presence that includes LinkedIn, Twitter, Instagram, and more.
• Online Media Relations. More and more people get their news online. Get your community in the news with a media relations plan.
• Email Marketing. Use a friendly and informative email newsletter to keep in touch with prospects and the family members of residents.

Are you ready to take your marketing to the next level? RSPR Marketing + Communications takes pride in offering comprehensive marketing plans that are customized to get results for you. With experience and skill, we’re the best choice for managing digital marketing for senior living communities.

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Normally, RSPR would recommend any number of special events to bring people into the community and entertain guests and residents alike. During a pandemic, however, public and non-essential group activities and events are not possible.

Retirement communities must have open communication with four groups – residents, workers, visitors, and prospects. Prove to each group that your facility is safeguarding them.

A disease outbreak is a stressful time; do residents know how to manage stress and anxiety? Do staff members feel safe? Do visitors know what protective measures are being taken?

Senior living marketing trends during COVID-19 center around getting the word out to your prospects and everyone in your area that yours is a safe, responsible, and caring community. Marketing is crucial not just for increasing resident occupancy but also for attracting skilled staff.

There are several ways to communicate with the public and what your facility is doing.

First, we recommend getting in the habit of creating regular video messages from facility management, staff, residents, and resident family members. Choose a different topic for each video, such as:

• How to deal with pandemic anxiety.
• The advantages of living in your community during this pandemic.
• How visitation works at your facility during COVID-19.
• How you are protecting workers (bonus if staff speaks in the video).
• How you are protecting residents.
• COVID-19 myths.
• How your facility manages testing.
• What proactive plan do you have if the pandemic spreads in your facility?
• New availability and pricing.
• The ways that senior living facilities differ from each other.
• A message from a resident family member on why they recommend your facility.

Keep the videos friendly and reflecting your brand. They could have a theme, such as morning “coffee talks” that show off a nice sitting area in your facility.

Ways to use your video messages:

• Include them in press releases emailed to local newspapers, online news sites, radio, and TV stations. Follow up with the media to offer interviews.
• Post the videos to your website.
• Post them to social media including YouTube, Facebook, Twitter, and LinkedIn.
• The scripts used in the videos can also be used as text blog posts on the website and shared.

Taking advantage of live video streaming, such as Facebook Live and YouTube Live, could go a long way toward changing people’s perception of your community.

Are you regularly posting to social media, at least a few times a week? Social media helps establish the “personality” of your community, and especially now it is an easy and open way to communicate with the public.

Digital advertised can be customized to your precise target audience and your budget. Google Ads and social media advertising are excellent ways to ensure people who could benefit from your services are connected to you.

With highly customized mailing lists, direct mail remains an effective marketing tool. Develop a marketing piece that answers all the questions and fears raised by the pandemic, and mail it to the neighborhoods and demographics you choose. You may want to include a custom URL to track some of the website visits that result from the mailing (note that many people will still use Google rather than typing the URL).

Now more than ever, your website needs to be a showpiece to sell your services. Having high quality pictures, written details, and a 360-degree virtual tour would help make up for a lack of in-person tours. Make sure you are search engine optimized, and have a blog and use it!

This is a difficult, heartbreaking time for so many people, and an uncertain time for the industry. Even if your facility has suspended new residency, you’ll still want to continue compassionate and safe sales measures for the future of your community. As always, RSPR is here to help with experience and knowledge of effective senior living marketing trends during COVID-19.

The post Senior Living Marketing Trends During COVID-19 appeared first on RSPR Marketing + Communications.

First, it’s important to understand the audience. Half of all households over 65 are headed by a single person, and 80 percent of those people are women. Instead of only couples, you will want to depict single women in your direct mail piece, as well as single men.

Most of the seniors you’re targeting are strong, healthy adults that like making choices for themselves. Sell your product directly to them instead of targeting caregivers or their children. Be conscious of your tone to avoid being disrespectful or condescending.

Seniors want information to be concise and easy to understand, persuasive yet honest. Be straightforward with a mature audience, using plain language. Finally, make them feel valued as people and personalize your message, because seniors respond to a personal touch.

More specifically, what should you include in a successful direct mail campaign to seniors?

• Make sure the content explains why and how your senior living community will improve the prospect’s life. Without fixating on the prospect’s age, focus on how your senior living community is designed to meet his or her needs and values.
• Offering something for free is a powerful incentive to drive response. Lunches are the most commonly promoted draw. You can also appeal to fears about finances, downsizing, or health.
• Most people see themselves about 5-10 years younger than they are. Keep that in mind when selecting images for the direct mail piece.
• When a prospect contacts you, be responsive and helpful about any issues, and stay in touch.

If your target audience is broad, you may want to divide it into categories with separate marketing campaigns. Campaigns can be defined by multiple criteria, including education, employment status, income, location, home type, home value, years spent in the home, marital status, interests and more.

Successful direct mail marketing to seniors requires a well-developed and targeted plan, a beautiful mail piece that is written to sell, and a willingness to follow up. If you’re ready to sell your services to seniors, contact RSPR to discuss your target market today.

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When you think of prospective residents, what do you think interests them? What are they concerned about? How can you help them?

A Sample of Events and Activities for Senior Living Communities:

• seminars on downsizing and real estate
• themed lunches
• health classes including memory care topics, fitness, and navigating healthcare
• financial planning and legal consultations
• music and arts performances
• hosting support groups
• senior expo featuring other senior service providers
• movie night
• holiday events
• cooking demonstrations
• classic car shows
• craft fairs selling items made by residents and the local community

As you begin planning, it is necessary to define the event’s objective. Then you need to establish the event budget. Break it out by categories like entertainment, decorations, food and drinks, marketing, etc.

Event location is the next consideration. You will need the event to be accessible – consider the parking, ramps, elevators, and handrails. Hold the event on the ground floor if possible, and try to keep the distance short from the building entrance to the event room. Are accessible bathrooms nearby?

Tips for Planning Your Special Events:

• Put up signs directing guests to the event room.
• Try to schedule the event in the morning, or no later than mid-afternoon.
• Make sure your audience will be able to read your printed materials – avoid cursive fonts, small type, and neon colors. Consider what is linguistically appropriate.
• When planning the food for the event, make sure it is healthy and easy to eat.
• Secure any guest speakers or performers at least three months before the event. Ask them for a bio and photo you can use for promotion.
• Publicize the event well in advance. Invite your guests in multiple ways – direct mail invitations, e-blasts, advertising, social media, a news release, and on the website.
• Which service are you going to pitch to attendees? Determine your focus and prepare promotional materials. Be prepared to give tours of the facility on the day of the event.
• Inform all staff members of the upcoming event details, and coordinate responsibilities with anyone involved in the activities.
• Prepare the thank you notes to send to all attendees, inviting them to plan a return visit.

RSPR’s team approach is perfect for managing and planning special events for senior living communities. To discuss your needs and explore the ways we can help you generate leads, contact RSPR today.

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