The senior living buyer persona has undergone significant changes in recent years. There has been a measurable shift in who is looking for senior living and why.
Today, the majority of consumers evaluating senior housing and care options are aging adults looking for themselves. At AgingChoices.com, older adults account for over 60% of engagement.
These “baby-boomer” seniors are more tech-savvy than ever before, meaning they are more likely to research and compare senior living communities online, and may even prefer virtual tours and consultations.
To adjust to the demands of this new demographic, senior living professionals must shift their marketing efforts toward a digital strategy that caters to older adults who have a greater understanding of and comfort with technology.
Many older adults are considering downsizing and simplifying their lives–but they are not content with just finding a place to live. Seniors today are looking for senior living communities offering a high standard of living while supporting an active lifestyle. Senior living marketers need to focus on quality healthcare, nutritious meals, and engaging activities and amenities to appeal to these prospects.
A More Diverse Senior Living Market
The senior living market is increasingly diverse, with a wider range of ethnicities, religions, and lifestyles represented. As a result, cultural sensitivity, awareness, and inclusivity are now essential for senior living communities to reach their full potential.
Today’s seniors are generally healthier and more independent than previous generations and are looking for senior living options that allow them to maintain their independence while still receiving the support they need. This has led to an increase in options such as independent living communities and age-restricted neighborhoods.
Overall, the senior living buyer persona has shifted from someone looking for basic care and assistance to someone seeking a fulfilling and active lifestyle in a supportive community. Senior living communities must adapt their offerings and their marketing and sales strategies to meet these changing needs and preferences.
Get to Know Waypoint’s Navigator
The best way to stay on top of the changing needs and preferences of your senior living prospects is with Waypoint’s Navigator tool.
Navigator engages with your website’s visitors in real-time, with a user-friendly interface for the tech-savvy and un-savvy alike. Navigator provides relevant information, helps qualify leads, and gathers feedback for follow-up by asking simple questions and providing surveys, giving you valuable insights into what your prospects are looking for. Insights that help you and your team guide them from leads to prospects, to residents!
To learn more about how Waypoint can help you make the most of your senior living community’s digital real estate, contact us today!