The Power of Adding Authenticity to Senior Living Marketing
by Caitlin Golden, on Jun 7, 2021 8:30:00 AM
Senior living communities took a big hit during the pandemic, but now they are starting to make a comeback and are finding new ways to market to their audience. Senior living properties are showing how they can be trusted by seniors and their families for a safe place to live.
So how do you bring authenticity and transparency to your senior living marketing strategy post-pandemic?
Increase Your Visibility
Whether that is through virtual tours, video content, website or your social media. Increasing your visibility across all platforms that future residents might be searching can help ease their minds when picking the right senior living community.
According to the AARP, 91 percent of those aged 50 and up are using a computer, and 94 percent of those say technology is helping them keep in touch with families and friends. More than 80 percent of Americans ages 50-64 have smartphones and more than 55 million Americans 50 and up are interested in technology that can make their lives easier.
Choosing a senior living community can be extremely difficult, but that is where future residents and their families will start their research process. Here is where you can be authentic in what you can offer them, and the more information you have out there online, the bigger your presence will be in the market.
Amplify Your Contact Options
Not only is expanding your presence online important, but make sure you also combat the fear of isolation. During the pandemic, senior living communities found that a major challenge was their residents being part of the most vulnerable population. If there ever comes a time when a resident isn’t comfortable with in-person contact, show them you can cater to their needs..
Consider supplying residents with the option of different platforms for better communication. You can use Facebook Portal, FaceTime on iPads, or Google Hangouts to help facilitate communication with loved ones as well as staff. Amwell found that 45 percent of American adults aged 65 and older have participated in video calls using FaceTime, Skype or Google Hangouts. Seniors and their families are more prepared than ever now.
Stay Transparent With the Family Members
Family involvement and interaction may look different than how it was in the past. Family members have always been a part of the research process in some form, but now they are looking to make sure their loved ones are safe and cared for throughout the entire process.
Bring transparency to your senior living marketing strategy by sharing the process or procedures of visitation, communications and if there ever is a time when an outbreak in the community takes place.
Having a sense of accountability with your future residents and their families shows that you are priding yourself on your authenticity of your senior living community. Think of how you can take this increased presence of family members and turn it into a better opportunity for your residents.
Consider leveraging tools that help to increase family and community support. Maybe your residents and family members would like more direct updates from your social media channels. Keep your communication consistent and frequent with your residents so they feel you are always being transparent and a reliable source.
If you want to keep your senior living community communication authentic, the most important aspect is to consistently connect with your tenants, future residents and their families.
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.