1. Focus on the winter worries you solve
When you’re promoting your community in the winter, speak directly to the problems that homeowners face in cold weather. Freezing pipes, snow removal and risky roads are significant concerns for older adults living in their own home. Highlight how your community takes care of these issues so prospective residents don’t have to. For instance, show how your community provides safe transportation or hosts activities and events right on-site, so residents can stay social without stepping outside. By addressing these common pain points, you’ll make it easier for potential residents to see the value of moving. Depending on your location, you can even highlight onsite or nearby cold-weather activities, like cross-country skiing trails in your community or proximity to downhill skiing options.
2. Offer virtual tours for cold-weather convenience
Not everyone wants to leave their house during a snowstorm, but that doesn’t mean they aren’t interested in learning more about your community. Virtual tours can bridge the gap. Create engaging, immersive tours that showcase your apartments, common spaces and amenities. If possible, include a live virtual tour option where prospects can interact with your team and ask questions in real time. Guided virtual tours enable them to experience the community without braving the elements, making it easier to keep the conversation moving. Most communities still have only basic virtual tours, so chances are, investing in your virtual tour experience will likely set you apart from your competition.
3. Host warm and inviting winter events
Use winter as a reason to host themed events that highlight your community’s amenities and services. From hot cocoa socials to indoor wellness classes, focus on creating events that feel like an escape from the cold. Make your space inviting by decorating with cozy touches like warm lighting, blankets or s’mores. For those who can’t or don’t want to attend in person, consider hybrid events. Livestream a cooking demonstration or share a virtual Q&A about winter safety tips for seniors. These events keep your community top of mind while offering a chance to connect.
4. Build a strong referral network
Winter is a great time to lean into referral opportunities. Current residents can be your best advocates, especially when they’re thrilled to have avoided icy sidewalks and shoveling. Offer an incentive program for residents who bring in referrals or recommend friends.
Additionally, connect with professionals who interact with older adults, like real estate agents or senior-focused financial advisors. These partnerships can help you reach prospects who may not otherwise be on your radar.
A high CPL might indicate that your campaigns are inefficient or that you’re targeting the wrong audience. On the flip side, a low CPL with low-quality leads can be just as problematic. Ideally, you want a balance — spending efficiently while generating high-quality leads.
5. Highlight winter move-in specials
Moving in winter may be unappealing, so sweeten the deal by offering incentives for those who commit during the season. A discount on the first month’s rent, complimentary moving services or a winter-themed welcome package can be just the push someone needs to choose your community. Promote these specials through your website, social media channels and email campaigns. Make sure your messaging emphasizes how moving now ensures a stress-free winter in a safe, comfortable environment.
6. Use storytelling to showcase the winter experience
Stories can be one of the most effective ways to inspire action. Share testimonials or stories from current residents about how much they enjoy winter in your community. Focus on moments like sipping hot coffee with friends, enjoying snow-covered views from a cozy apartment or participating in onsite winter events. Include photos or videos to help these stories come to life. When prospects can picture themselves enjoying winter in your community, they’ll be more likely to take the next step.
Don’t let winter sales in senior living suffer
Winter sales in senior living don’t have to be a challenge for cold-weather communities. By addressing winter-specific concerns, using virtual tools and creating welcoming events, you can turn the season into an opportunity to connect with prospects. With the right strategy, you’ll show older adults that moving into your community means saying goodbye to winter hassles — and hello to warmth, friendship and convenience.