Senior care buyers are not a one-dimensional customer avatar.
Some segments of your audience prefer the traditional, leaf pamphlet approach to marketing. Others require digital marketing to make senior care buying decisions.
There is one surprising senior care buyer who requires online marketing to understand the benefits of your community.
The baby boomer generation.
As a general profile, this generation is in their 50s and 60s with parents who fall between 80 and 90-plus years old. Overwhelmingly, baby boomers handle health care and financial decisions on their parents’ behalf.
If you haven’t factored this generation into your marketing plan, you could be missing out on many qualified shoppers and the resulting move ins.
As you shift your marketing strategy to cater to the boomers, keep in mind that you are dealing with two very different audiences.
#1 The baby boomers—the buyers—were born directly after the Second World War. According to a report published by Buzzstream and Fractl, this group spends more time consuming online content than generations that came after.
In fact, baby boomers spend over 20 hours per week consuming online content.
#2 The silent generation—the residents—were born prior to 1946. Most of these future residents grew up during the Great Depression. They are known to worry about financial security and expect excellence. (Source: University of Missouri Study)
The key to your digital marketing success hinges on knowing the general personality profiles of both generations. While you are communicating with the baby boomers, you are focusing your message on the silent generation.
As you implement your online marketing strategy, keep in mind the following 3 trademarks of your audience.
#1. Increased Individualism.
Because of increased individualism, boomers are not as influenced by their peers as younger generations. This makes boomers more likely to buy on practicality, not influence or trends.
You need to make sure to market your community as a practical living space that meets the precise needs of your buyers’ parents.
Think about rolling out digital marketing initiatives that outline…
- Physical therapy services.
- Memory care.
- On-site libraries.
- Dietary programs.
- Resident clubs.
#2. Community Perception/Differentiation
Because boomers are not easily influenced by external influences, they tend to see less differentiation between products on the market. This personality benchmark includes making the decision among different retirement communities.
As you craft and roll out your digital marketing, you can increase sales by picking 2 to 3 community benefits that set you apart from competitors.
Consider what makes your properties truly unique, and leverage these features in your marketing.
These features could include:
- Resident clubs.
- Healthcare Technology.
- Recreational activities.
- Outdoor living spaces.
- Safety features.
- Age in place benefits.
#3. Emotional Stimuli
Baby boomers are generally quicker than younger generations to reflect emotionally when presented with a buying option. For example, 90% over the age of 65 are emotionally tied to the idea of living at home forever.
By extension, they may harbor the same feelings about their parents.
Because of this, the best strategy is to market to those emotional needs. Dive deep into the nitty-gritty of how you will serve their parents. As residents, these people will be…
- Given social opportunities.
- Treated for medical conditions.
- Monitored for health concerns.
- Treated with the respect and kindness they deserve.
Source: A Place for Mom and Positive Agers
In conclusion…
To successfully market to baby boomers, strategy has to go deeper than just highlighting exciting amenities and using pictures of happy seniors walking around the grounds of your community.
You must cater to the deeper physiological, emotional, and generational needs of your community.
My team and I can help you do that.
I understand the importance of sending the right marketing message to buyers and that most importantly creates an emotional connection that leads to tours, move ins and increased revenue.Want to brainstorm ideas for your organization? Send me an email at tbild@bildandco.com or text 813-390-3349 with your name and number to set up time to connect!.
