Senior Living Marketing Tactics To Focus on (Post-Pandemic)
by McKenna Hogan, on Jun 21, 2021 8:30:00 AM
Now that vaccines are being distributed and the world is opening back up, senior living communities are finally safe for the public again.
However, the transition that senior living had to go through to accommodate pandemic restrictions has changed the way communities will be marketed forever.
Take a look at these senior living marketing tactics to focus on post-pandemic that will cater to seniors needs as well as help your property stand out among increasingly rising competition.
Change everything over to virtual
Studies have shown that now more than ever seniors are becoming comfortable with technology, 42 percent have adopted smartphones and 67 percent say they have internet access.
What businesses realized during the pandemic is not only how useful technology can be for keeping them afloat, but also how much it can extend marketing tactics.
Take a look below for senior living virtual marketing ideas to integrate into your 2021-2022 strategy.
It’s not uncommon that seniors and their families may experience some type of obstacle when trying to visit your community.
And from the pandemic, many real estate businesses came to realize that providing all home search and leasing assets online has not only helped streamline this process, but it also caters to seniors' delicate needs.
By having any and all leasing documents online, it will be easier for seniors and their families to sign off as soon as they make a decision.
YouTube is currently the second most popular search engine in the world, right behind Google. By not utilizing this platform, you’re seriously losing a lot of potential prospects.
Not only that, but videos are such an excellent way to deliver quick concise information—they’re perfect for seniors to receive valuable information almost immediately.
Post videos to your YouTube channel about the community, residents, your amenities, and so on to boost interest as well as gain more visibility online.
Although the public is opening back up, providing options for property tours - especially for seniors - will be extremely beneficial.
Whether you’re offering a virtual tour, video tour, in-person tour, etc., letting prospects know you’re considering their needs when it comes to showing off your property will be the most important senior living marketing tactic post-pandemic.
The best way to inform the public is by posting on your website and social channels all of the touring options you provide, especially if you can give a guided tour through your virtual tour.
Ask for referrals
As competition thickens within senior living real estate, marketers will need every positive review they can get in order to leave a good impression on potential prospects.
And with referral marketing, there truly are no downsides. In fact, according to Entrepreneur, 65 percent of new business comes from referrals.
The best way to ask for referrals from seniors and/or their families is to reach out via email or in person and to personalize the experience.
Have a conversation, ask how satisfied tenants are with your community, try to learn what’s working and what isn’t.
Not only will you get a better understanding of how seniors are feeling about your community, but you will also be able to connect with them and earn that extra bit of trust that can go a long way in your senior living marketing.
Create a resource page on your property website
All real estate industries should have some sort of resource page on their website, especially senior living communities.
A resource page can consist of blog posts, relevant articles, a community calendar, and much more in order to keep seniors up-to-date on what’s happening around the community and beyond.
Since all of the uncertainty over the past year and a half, people are overwhelmingly trying to stay aware of what is going on around them, and seniors aren’t exempt from that. Make it easier for them to stay informed by providing the resources to do so in an easy-to-find way.
Advertise events and amenities within the community
A huge issue seniors are facing currently is loneliness and isolation—especially during the pandemic.
Not to mention, the main reason an aging individual will opt to stay at home as opposed to transitioning to a senior living community is because of their comfortability in a known space.
So, to ensure seniors feel comfortable (and excited!) about your community, you should make a point to organize social events within the community and advertise all of the extra things that will help your property stand out from the crowd.
Seniors are like every other renter and want the most out of where they are leaving, and should be treated as such.
Want to know the most important senior living marketing secret? Seniors know exactly what they want, and won’t settle for just anything. As long as this stays top of mind, future marketing and sales strategies will most certainly be effective.
Illustrate how you have, and will continue to protect residents post-pandemic
As mentioned above, the pandemic really allowed senior living marketing and sales teams to illustrate how they are protecting their communities—and just because covid restrictions have eased, doesn’t mean that precautionary care should go away.
The best senior living marketing tactics to focus on for now will entail keeping up with informative technology as well as practices aimed at catering to seniors delicate needs.
LCP360 is a National Digital Marketing company located in Chicago specializing in photography, virtual tours, 3D renderings, video animations, virtual staging and floor plans. LCP360 offers multifamily, senior living and many other real estate industries a creative and innovative way to showcase space. By combining the best technologies from web marketing and panoramic photography, LCP360 has developed a best-in-class virtual tour web application that lets renters virtually tour a property from any location.