A prima ballerina who danced with American Ballet Theater in NYC. A captain who stood at the helm of a vessel out of the Boston Harbor for 20 seafaring seasons. A survivor of the Holocaust. A mother of nine and grandmother of 32, who easily recited all 32 names of those grandkids. Long-time chief medical correspondent for ABC News. Teachers — one who taught middle school for 41 years; can you imagine? MIDDLE SCHOOL! Firefighters and nurses. Business owners, scientists, artists and authors. These are just some of the fascinating seniors we have met over our 20 years of partnering with senior living communities across the country.
As 2024 comes to a close, we’re reflecting on “the things we’ve learned” about seniors, from seniors, about this industry and from the professionals who are advocates of senior living. With decades of collective experience, the Angell Marketing team is well-positioned to recognize (and treasure) the richness of an industry with unique challenges, gifts and surprising learnings.
Two lessons that rise to the top for all 31 Angell teammates:
- Everyone has a story. Whether you are 27 and just starting your career, 36 and just starting your family, 65 and looking at retirement or 77 and considering downsizing, each day is an opportunity to add to that story. And it doesn’t matter if you’re a librarian, a cabaret singer or a regular ol’ marketing professional, your story has all the ebbs and flows of a literary classic.
Working with retirement communities, our team has heard seniors’ stories over shared meals in community dining rooms, in interviews with the purpose of creating rich content, in large gatherings while conducting focus groups and over lots of laughs during the flurry of activity that is a lifestyle photo shoot. Each experience is an honor that galvanizes our passion for senior living and our advocacy of the beautiful opportunity communities provide older adults throughout the U.S.
- We all must learn to play cards. Bridge, poker, rummy, canasta, hearts. Do it when you are young or pick it up in your later years. But do it so you can sharpen your skills enough to join the fun with a group of friends that you look forward to seeing “down the hall” once a week when you are a senior. Games aren’t just part of senior living trends; they are part of community life! And cards in particular? Well … they’re a pretty big deal.
Read on for more insights and wisdom we’ve picked up from our work with senior living communities from California to Massachusetts, Texas to Michigan.
The Only Thing in Common Is Nothing Is in Common
“I heard early in my career in senior living, ‘If you’ve seen one senior living community, you’ve seen one senior living community.’ Each community truly is different! Although most have a similar mission and vision, their location, community culture, approach to higher levels of care and distinct challenges make them unique.”
“The designation ‘senior’ does not refer to a type of person but rather a person who happens to be of a certain age. While there are certainly some shared experiences and commonalities — and we’re always watching trends in retirement and trends in senior living — no one in this audience is the same.”
“No two prospects are the same. The person who would want to move to Community A is not the same person who would want to move into Community B or C.”
“Because culture and local communities differ around the country, it’s imperative to tailor messaging so that it’s relatable and impactful. While we can draw ideas from familiar tactics, demographics and community cultures vary.”
So Many Assumptions About Seniors!
“We’ve discovered there’s a large gap in audience research for older adults. Most surveys conducted by researchers only go up to 65 or they lump 65+ into one group, meaning anyone 65 to 100 would be considered essentially the same. It’s something we keep in mind as we look at senior living industry statistics!”
“On my first visit to a senior community, I was so surprised by how young and vibrant many of the residents were. We describe them that way in marketing, but it’s really true!”
“I’ve seen that regardless of how new, old, high-end or middle-of-the-road a community is, there will always be residents that are happy and some that aren’t happy living there.”
“Seniors are frugal. They’ve saved and worked hard, and want a good deal.”
“Seniors have a lot of questions. They are still learning every day. They want to know what their future might look like in your community. They want to get to know you better because they are genuinely interested in the people they encounter. Be truthful with them, and you’ll earn their trust and respect.”
“Seniors like it HOT. No matter the time of year, they keep those apartments or homes at very toasty temps.”
“Seniors are fun and love a good party! Whether it’s a community-organized event or a gathering of their own, they are down for it all and aren’t afraid to have a drink (or three).”
“Seniors still love to spill the tea. Lots of gossip goes around senior living communities! Best to be on the right side of that gossip train.”
Connection Is Key
“Those working in this industry have a passion and purpose for people. This may not be the flashiest industry to work in, but the on-paper appeal isn’t what draws people to senior living. It’s the connection we can make with the people we’re marketing for, and the desire for our communities to succeed in providing the best lifestyle and care possible for residents.”
“Despite assumptions seniors are ‘not great with technology,’ senior living technology trends indicate the desire to remain connected to family and friends drives a serious desire for older adults to learn and master social media, email and texting.”
“For the most part, seniors have full schedules. They’re more active and engaged socially than many people half their age. Whether it’s fitness classes, art programs or traveling, seniors live very full lives and do so in community with others.”
Seniors … They’re Just Like Us
“Seniors are prideful people in both the best and worst ways. Residents aren’t shy about sharing their thoughts on print ads or collateral. If they don’t agree with how the community or its residents are represented, they will make sure the marketing director hears about it. At the same time, if a beloved neighbor is featured in a print ad, residents will call marketing to boast about how they know and love this dear friend.”
“Baby boomers are paying more attention to their health, with many seeking new wellness experiences. Wellness-focused vacations are becoming popular, as boomers explore ways to stay active and healthy in their later years.”
“On-campus photo shoots have taught me that women are so complimentary of others while being so critical of themselves. We’re critical of our own appearance, but we so easily recognize the beauty of others, and this does not seem to be something we outgrow.”
“Food is almost always the most important thing to seniors living in a community.”
You Do What for a Living?
“Senior living marketing doesn’t sound very sexy, exciting or glamourous, BUT it’s actually very interesting, unique and fulfilling, especially if you stick with it long enough to learn more than just a few things. No one I know (me included) pursued a communications degree and thought, ‘Can’t wait to work in senior living!’ But for many, once we discover the niche and commit to it, we learn so much and begin feeling very fulfilled in our work. Gaining confidence in our knowledge and skill translates to more happiness about what we’re doing!”
“I thought direct mail was a thing of the past … until I started doing senior living marketing. It continues to be a very strong driver of qualified leads.”
“I’ve come across many senior living professionals who have spent their entire careers in this industry.”
“Most nonprofit senior living and healthcare leaders and their employees understand the true meaning of stewardship and compassion. Those who didn’t were in the wrong profession, and their employment was short-lived.”
As Much as We Market the Positives, It’s Still a Difficult Move for Seniors
“Not everyone is excited about moving to a senior living community. As beautiful as a community may be, seniors are still faced with making a decision that can feel very much like a loss to them — loss of their home, loss of possessions, loss of what they see as total freedom or independence. It can be bittersweet.”
“I’ve learned how important it is to promote the true benefits of moving to a community … really digging into the why. Many seniors are understandably hesitant to leave the comfort zone of their homes, so it’s more important than ever to promote the why, rather than just putting shiny objects in front of them, (cool amenities and perks, location, new building, etc.) thinking that’s going to do the trick. Seniors need more.”
“Knowing the cost of retirement, in general, and senior living, specifically, is top of mind for most of us, it’s so important to remember the biggest competition for a community is the prospect’s current home. Following aging-in-place trends, interest rates and the real estate situation in a particular market is essential.”
Marketing for Health Care Is Hard!
“There are so many emotions at play for families and their loved one when they need higher levels of care, so the marketing must be sensitive, yet compelling. We are always working to find a unique, authentic approach to marketing these services and staying on top of future trends in senior care.”
“Marketing for a time-of-need service like care is one of my favorite challenges. Reaching someone in just the right way, at just the right time, without offending them or making them feel scared, sad or angry is key. Educating them can be incredibly rewarding because knowledge truly is power when it comes to researching assisted living, memory care and skilled nursing.”
Oh, the Places We’ll Go
“There can be quite a gap between who and what a community is and what they wish to be. They want to appeal to younger seniors, but their average resident age is 92. They want to have the latest and greatest amenities and modern conveniences, but residents are resistant to change. They want to be unique, but they don’t want to push the envelope when it comes to marketing materials, events, etc. It’s my responsibility to help guide communities along this journey!”
A Moment to Shine
“Most seniors actually like getting their picture taken. I am waiting for the day for someone to yell at me for taking their pictures … it hasn’t happened yet! Often, when we gather residents to tell their stories, they enjoy chatting about themselves and posing for a photo opp.”
The Selling Points Are Nuanced
“As marketers, we dig in our heels about “maintenance-free living” messages, and that truly is an important benefit to senior living. But I’ve seen firsthand that many residents still want to “work” — just not on tedious home maintenance! They want to work on something that fulfills them and affirms their pride of place (calling their community HOME — not just an apartment). I think about the gentleman who was updating the grounds with dozens of new potted plants and maintaining them because he was passionate about it. I think of the resident crew who cleared the community’s nature trail and built the bridges we photographed. And the women who serve other residents in the coffee shop every morning.”
“Seniors and their families are often interested in pricing before learning about other information or options the community offers.”
At Angell Marketing, we never stop learning about what makes seniors tick and what makes each community special. Connect with us, and let our collective wisdom work for you.