Senior Living Marketing Dos and Don’ts

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In a world full of options, it is especially important to leverage yourself against your competition to clearly illustrate the value of your services. When potential residents and their family members are searching for a senior living community, they are constantly looking for that “wow” factor that will sweep them off their feet, whether it is amenities, culture, environment, location, cost, or a combination. Marketing your senior living community is the first step to successfully appealing to those potential residents and their family members.

This short list of marketing dos and don’ts will help you successfully market your community.


  • Be transparent. With the Internet, word-of-mouth, social media and more, it is very difficult to keep anything a secret. Use this full-blown transparency as a window of opportunity for your community. Put all of your cards on the table: show off your home with videos and photos, showcase resident success stories, include testimonials and push for online reviews. The more information about your community that is accessible to potential residents and their family members, the better, as they will be able to educate themselves and gain respect for you before they even meet you.
  • Educate. All of the changes in healthcare and long-term care have created confusion and a lack of understanding. Position yourself as the expert and educate the consumer about their options, financing, and other realities of senior living and long-term care.
  • Track your ROI. By consistently and accurately tracking the ROI of your marketing tactics, you will be able to watch trends develop over time and refine the marketing plan as necessary. If a specific marketing tactic is proving especially effective, focus more there. If a tactic isn’t providing a return, reallocate that budget elsewhere, to ensure effective and profitable marketing techniques.
  • Promote word-of-mouth. Word-of-mouth is especially important in the senior living industry, as residents from referrals tend to make higher-quality and more long-term residents. Keep the conversation about accepting new residents going, with residents’ family members, potential referrers, and other key players in the industry. Every interaction is an opportunity to open up the conversation about your community.


  • Put all of your eggs in one basket. Marketing is most effective when it is done strategically. By only investing in a newspaper ad, you are drastically limiting your audience and potential resident base. Build a balanced marketing portfolio that contains internal marketing, online marketing, traditional marketing, etc.
  • Use social media improperly. Social media usage is continuing to grow, especially with the 50+ demographic. If your home is not portrayed properly or does not engage with the social media community properly, you are inadvertently shying people away from pursuing your home for themselves or their loved ones.
  • Focus entirely on aesthetics. While the appearance of your home is important, the level of care and expertise are far and away more important. The resident’s experience while in your home is what will keep him/her there, and it is what will help drive word-of-mouth marketing, boosting business.

Marketing for your community is always happening, whether you are aware of it or not. By following these marketing dos and don’ts, you can help to safeguard your community and help drive new business to your door.