With so many options for your clients to choose from, how do you make sure that your assisted living community stands out from the crowd?
Marketing.
Marketing is the secret ingredient that can take your community from just another option to a sought after destination. Great marketing creates a place for your business in the mind of your customer, giving you a lasting competitive advantage.
In this post, we'll discuss 27 marketing strategies assisted living communities can use to reach their target audience and attract new residents.
We'll cover a wide range of tactics designed to help you build brand awareness, increase visibility, and showcase the value and comfort of your community.
Whether you're just starting out or looking to refresh your marketing efforts, this comprehensive guide will provide you with a wealth of ideas and inspiration.
Offer incentives to current residents and staff members who refer new residents to the community. This not only helps to attract new residents but also encourages word-of-mouth marketing, which can be highly effective.
Host events such as holiday parties, community fairs, and other social gatherings to engage with potential residents and their families. This can help to build a sense of community and demonstrate the fun and supportive environment that the assisted living community offers.
Send targeted direct mail pieces to individuals in the area who may need assisted living services. This can be an effective way to reach potential residents and their families who may not be actively seeking out information about assisted living communities but will nonetheless need it at some point soon.
Partner with local organizations and businesses to increase visibility and reach potential residents. This can help to raise awareness of the community and its services, and also strengthen ties with the local community.
Host open houses to give potential residents and their families a chance to tour the community and meet staff members. This can help to build trust and provide a personal touch that can be critical in making a decision about assisted living.
Partner with local hospitals, rehabilitation centers, and other healthcare providers to refer potential residents to the community. This can help to reach individuals who may be in need of assisted living services and can also help to build credibility and establish a professional reputation.
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Place ads in local newspapers, magazines, and on websites and social media to reach potential residents and their families. This can help to raise awareness of the community and its services and can also be an effective way to reach individuals who may be in need of assisted living services.
Publish a regular newsletter to keep residents, their families, and the community informed about events and activities at the assisted living community. This can help to build a sense of community and can also help to educate individuals about the services offered by the community.
Utilize social media platforms, such as Facebook and Twitter, to engage with potential residents and their families and to provide information about the community and its services. Facebook is a powerful tool for retirement homes because some of the most engaged users on the platform are children of seniors (Baby boomers and gen x’ers).
Optimize the community's website to rank higher in search engines for keywords related to assisted living. This can help to reach individuals who are actively searching for information about assisted living communities and can also help to establish a professional image.
Create and share valuable content, such as blog posts and videos, to educate potential residents and their families about assisted living and the services offered by the community.
Create videos that showcase the community and its services to attract potential residents and their families. This can help to provide a personal touch and can help show off your home in ways photos and text can’t.
Partner with influencers in the senior living industry to reach potential residents and their families. This can help to reach individuals who may be in need of assisted living services and can also help to build credibility and establish a professional reputation.
Partner with local organizations to offer services and activities that enhance the lives of residents. This can help to build a sense of community and can also help to provide valuable resources for residents.
Attend trade shows and events to network with potential residents, their families, and healthcare providers.
Use email marketing to stay in touch with potential residents and their families, keeping them updated on events, promotions, and other important information about the community.
Leverage media relations to promote the community and its services through news releases, press events, and other media opportunities.
Use search engine advertising to reach potential residents who are actively searching for information about assisted living communities.
Use radio advertising to reach a large, targeted audience and build brand awareness for the community.
Use telemarketing to directly connect with potential residents and their families, providing information about the community and its services.
Distribute informational brochures about the community and its services to senior centers, rehabilitation centers, and other relevant organizations in the area.
Offer guided community tours to give potential residents and their families a firsthand look at the facilities, services, and activities offered. This adds a personal touch and is far more intimate than most marketing activities, however it takes more time.
Offer virtual reality tours of the community, allowing potential residents and their families to experience the facilities and services from the comfort of their own home. This adds the intimacy of guided tours with scalability
Create a pop-up experience that allows potential residents and their families to experience a day in the life of the assisted living community. This can include activities, meals, and other aspects of daily life at the community.
Launch a storytelling campaign that showcases the experiences and perspectives of current residents, staff members, and their families. This can help to build trust and empathy with potential residents and their families.
Partner with a local charity to support a cause that resonates with potential residents and their families. This can help to build good will and positive associations with the community.
Offer food and beverage tastings to give potential residents and their families a taste of the dining experience in the community. You may also attract a large group of people depending on the food and beverage choice!
Marketing is a crucial component of success for assisted living communities. By implementing effective marketing strategies, you can reach your target audience, build brand awareness, and attract new residents.
The 27 strategies outlined in this blog post can serve as a roadmap for creating a successful marketing plan. It's important to understand that marketing is a continuous process and to regularly evaluate and adjust your strategies as needed.
With the right approach, you’ll find a marketing strategy that works for you and becomes a staple in your business.
