Senior Living Marketing

Adaptability is one of the cornerstones of human evolution.  Evolution is a slow process but adaptability, or the ability to “get by” in the short term, happens quickly and is reactionary. With the economy in a state of disarray during 2010 and 2011, the senior living industry and businesses in other areas were focused on survival.  But as time heals wounds, we enter a new chapter that allows the senior housing industry to adapt to the the influence of politics, economics and society.  This concept of adaptation provides the foundation for long-term change versus radical change, and 2012’s senior housing trends are about adapting to the current reality and positioning for the fiscal realities and political/policy uncertainty in the future of senior housing.

After home values tanked as much as 30% from 2006 levels in certain parts of the country, according to Case-Shiller home price indices, some senior housing operators have been forced to purchase seniors’ homes in order to attract new residents to their facilities.

More and more people are researching senior living options online: they check your website, Facebook page, Twitter posts and blog posts, read your newsletter online. Therefore, the most intuitive contact option for them is to send you a quick email or message and ask for more info about your facility or your services. 

Cost-per-lead marketing is a new trend that is already very popular in the US and is emerging in Canada senior living industry. Unlike traditional marketing channels, where advertisers pay monthly or yearly subscription fees or pay per each ad and don’t really have a tracking mechanism of how many leads such marketing efforts bring to them, with cost-per-lead model, senior housing providers only pay for qualified inquiries they receive.