Data. We collect it. We analyze it. We respect its power and celebrate its impact. And, yes, we put it front and center in our effort to market senior living communities in the most targeted way. But where does good old-fashioned storytelling fit into this age of data-driven insights? Particularly in the world of senior living, where communities offer limitless opportunities for rich narrative.
As a marketing firm that focuses solely on senior living communities, the Angell team of writers, creatives, content strategists, SEO specialists and data wonks sees data and storytelling as two halves of a very important whole.
While data-driven insights have become critical in more targeted reach, improved operational efficiencies and, of course, enhanced resident experiences, it’s the art of storytelling that truly connects people to your brand, fostering a sense of belonging. In other words, storytelling plays a vital role in transforming raw data into compassionate, human-centered narratives. And, because we all know we are marketing a lifestyle rather than a product, it’s those narratives prospective residents and their families most often relate to.
In a world where technology and data inform nearly every aspect of daily life, effectively marketing senior living communities means embracing storytelling as a way to personalize experiences and reflect those experiences back to seniors as they consider the next step in their retirement journeys.
At its heart, storytelling in senior living communities is about creating connections. It’s about understanding the data and recognizing the human experience that informs it.
Using Regional Data To Tell Better Stories
Geographic data provides a rich portrait of seniors across the U.S. At Angell Marketing, we use a consumer research tool to dive deeper into target markets through the creation of look-alike audiences. We can pull in factors such as age, location (down to the county), income, assets or net worth to curate a statistically significant audience to match our intended prospect. Often this survey data uncovers geographic nuances otherwise unattainable through on-site focus groups or CRM data analysis. Some examples include:
- Demographics: The average age of seniors in Florida may skew older than in Colorado. Some areas across the country have more retirees who relocated to or from a hometown, while other areas have seniors aging in place.
- Income and housing: Seniors in urban areas may be downsizing from high-value properties, while those in rural settings with lower market rates may own homes outright. People perhaps downsize from a long-time home to a beach condo in their early retirement years and later begin to consider moving back inland as they age.
- Health profiles: Rates of chronic conditions like diabetes or heart disease vary by state and region. So does access to health care and wellness resources.
- Cultural influences: Regional values influence everything from food preferences to social norms. A senior in Texas may prioritize pride of place and religious affiliation differently than a senior in Oregon.
- Lifestyle interests: How seniors prefer to spend their free time differs across the country. Boating or sailing are popular hobbies for seniors living near water, while those more inland would prefer to spend time gardening.
- Technology adoption: Digital savviness varies by geography, influencing how seniors prefer to be contacted or what media they consume. Online behaviors and brand discovery channels may impact content development priorities.
These factors aren’t just data points – they’re content thought-starters. With research in our back pockets, we, as marketers, build out narratives based on facts and authenticated with real resident experiences and stories.
Crafting Regionally Resonant Narratives
Marketing to seniors isn’t about pitching amenities; it’s about painting a future that feels both desirable and achievable. Here are three examples of how geographic insights can shape that story and inform content strategy:
- Tailored Imagery and Language
A campaign targeting seniors in the Pacific Northwest might emphasize eco-conscious design and outdoor recreation. In contrast, a blog for a community in the Southeast could highlight community events and faith-based activities. Visuals and tone should echo regional aesthetics and values.
- Localized Challenges and Solutions
A compelling story often addresses a pain point. For example, marketing in a region with harsh winters could highlight maintenance-free living and on-site health care. In areas with sprawling suburbs, a focus on community, walkability and accessible social events might make more sense.
- Emotional Anchors Based on Place
Nostalgia and a sense of belonging are strong emotional levers, and we see this time and again for our communities. Seniors who’ve lived in one area their whole lives may be motivated by staying close to family and familiar places. For others who’ve relocated, stories about “starting fresh with like-minded neighbors” can resonate more.
They’re Called Cliches for a Reason
Data sometimes demonstrates that yes, in fact, assumptions we make about seniors in the primary market area are correct.
During the onboarding and discovery process with one of our Chicago-based community clients, the on-site sales team shared they receive a number of inquiries from single seniors who live alone. When diving deeper into Angell Marketing’s consumer research tool and mapping a look-alike audience for seniors in Chicago, the data around relationship status and household living arrangements confirmed the team’s observations as statistically significant. This knowledge has since informed messaging (the inclusion of language around aging in place), and we have prioritized content that targets solo agers, such as featuring 1-bedroom options in eNewsletters and blogs about retiring by yourself but not alone.
But data also reveals some distinctions among demographics. For example, while handicrafts (such as quilting, knitting and crocheting) are often associated with seniors in stock photography, it’s not a favorite of seniors in Delray Beach, Florida, or Philadelphia. Weaving in the importance of face-to-face interaction with residents, focus groups reveal participation in more fine art painting – watercolors, acrylics, oils – is of greater interest at communities in both markets. This allows us to use content (blogs, testimonials, newsletter callouts) to celebrate residents who are professional artists and those who took up the brush once they moved to our community partner.
Stories That Feel Like Home
Effective marketing for senior living communities requires more than clever copy and polished brochures. It demands messaging and materials that convey empathy, relevance and authenticity – qualities best achieved when stories reflect the real lives of the seniors they aim to reach. Data, when combined with on-site visits, focus groups, and time spent with residents during photo and video shoots, yields content gold.
At Angell Marketing, we prioritize resident interaction, making the most of every community visit. A recent visit to a Florida community for focus groups and scheduled blog interviews reminded us that the people we are talking about (and to!) are more than just data points. Yes, according to our data, these seniors love to travel, but experiencing that finding firsthand is what allows us to inject authenticity into the storytelling so important to senior living marketing. Our research tools provide foundational knowledge that informs our strategic approach. But data can’t replace simply sitting with “Fe” as she flips through her travel books filled with recent photos of her and her girlfriends exploring and experiencing life all over the world.
Geographic data isn’t just a planning tool; it’s a creative compass. At Angell, we use it to tell stories that don’t just inform but invite seniors home. Interested in connecting the dots between research and content? Reach out to our content strategy manager, Nathalie Warner and we’ll schedule a time to talk!
