The 65+ population in the United States is the largest it’s ever been — and by 2030, the U.S. Census Bureau projects, 1 in 5 Americans will be over 65. Many want to continue to live in their own homes, or age in place, presenting a unique challenge for senior living marketers.
Many older adults feel a strong attachment to their homes, preferring to remain in familiar surroundings rather than transitioning to a senior living community. This attachment isn’t just emotional; it’s about maintaining independence, staying connected to their community and holding on to cherished routines. To successfully market to this audience, you need to acknowledge their desires and present senior living as a solution that supports their goals, rather than an alternative that takes them away from the life they have. Here’s how you can approach marketing to seniors who wish to age in place:
1. Understand their motivation
At the heart of the desire to age in place is the need for control, independence and comfort. Seniors often fear losing autonomy or having to depend on others. They also value the memories they’ve built in their homes, and many have deep connections to their neighborhoods and communities.
When crafting your marketing messages, emphasize how your community supports independence and enhances the lifestyle they want to maintain. Highlight services that help them live life on their terms, such as social activities and health and wellness programs. Frame your offerings as an extension of their current lifestyle, not a replacement for it.
2. Focus on safety and peace of mind
A major concern for seniors who want to age in place is safety. Despite the desire to live at home, only 40% of the country’s housing have the “most basic, aging-ready features,” and only 6% of households surveyed had plans to renovate their home to improve accessibility, according to the U.S. Census Bureau.
Homes that once felt comfortable can become hazardous as mobility decreases. Stairs, slippery floors and outdated bathrooms can pose significant risks. While aging in place may seem appealing, it often requires costly home modifications for which many seniors aren’t prepared.
Position your senior living community as a safe, worry-free environment that provides peace of mind. Emphasize universal design features (like curbless entries and lever-style handles) that appeal to all ages but still enhance functionality and livability as one ages. Trained staff and onsite care services, if available, further reinforce your community’s ability to adapt with residents as they age. Your marketing should communicate that choosing a senior living community doesn’t mean sacrificing independence, but rather enhancing safety and security without the burden of home maintenance.
3. Highlight community and social connection
One of the biggest challenges of aging in place is the potential for isolation. Seniors who stay in their homes may find themselves cut off from social activities and interaction, especially if they’re no longer driving or if friends and family have moved away. Loneliness has been shown to have a profound impact on both mental and physical health, according to the U.S. Centers for Disease Control and Prevention.
In fact, social isolation significantly increases the risk of premature death from all causes, rivaling the risks of smoking, obesity and physical inactivity.
When marketing your senior living community, highlight the social benefits. Showcase the sense of community and connection that your residents enjoy, whether through group activities, events or simply having neighbors close by. Feature testimonials from residents who initially wanted to stay at home but found that community living offered more social fulfillment than they ever imagined.
4. Educate on the realities of aging in place
Many seniors underestimate the challenges of aging in place. They may not fully grasp how their needs will change over time, and education can play a crucial role in your marketing strategy.
Create content that gently educates your audience on the realities of aging in place. Use blogs, videos and brochures to discuss topics like home modifications, the costs of in-home care and the importance of accessible transportation. Compare these challenges to the benefits of community living, where services are readily available and tailored to their needs. Position your community as a proactive choice that helps them avoid future difficulties.
5. Leverage storytelling and testimonials
Storytelling is a powerful tool in marketing, especially when trying to connect with an audience that may have reservations about your product or service. Share stories of residents who once wished to stay in their homes but found that your community provided them with more freedom, security and happiness than they could have achieved on their own.
Testimonials from current residents can be particularly persuasive. Prospective residents are more likely to trust the experiences of people like them, so make sure you’re highlighting real-life success stories in your marketing efforts. Use quotes, videos and case studies that show the transition to senior living as a positive, empowering choice.
6. Create a seamless transition experience
One of the biggest barriers to moving from a private home to a senior living community is the fear of the transition itself. Seniors often worry about the hassle of selling their home, downsizing and making such a big life change. This process can be overwhelming, which is why many choose to stay in their homes even when it’s no longer the best option.
In your marketing, address these concerns head-on by offering resources and solutions that make the transition easier. Partner with moving companies, real estate agents and downsizing experts to provide a comprehensive service package that simplifies the process. Promote these services in your messaging to show that you understand the emotional and logistical challenges of making a move and that you’re there to support them every step of the way.
7. Emphasize the value of amenities
Aging in place often means sacrificing certain amenities that are readily available in senior living communities. From onsite dining to fitness centers, transportation services and housekeeping, your community offers conveniences that can greatly enhance their quality of life. And the fact is, it’s your lifestyle that increases your community’s value proposition, not the actual living accommodations — market-rate home and apartments will always be less expensive if you don’t account for the value provided in your community’s amenities and services. Your marketing should showcase these amenities as a way to simplify and enrich daily life.