The Perfect Storm: Why Senior Living Leads Are Declining

Yesterday, during a conversation with a client, the frustration over a significant drop in lead volume came to the forefront. What used to be a steady flow of 80-90 leads per month has dwindled to 45-60, creating anxiety about occupancy and revenue goals. In the midst of this discussion, he shared a compelling graph that visualized the shifting population trends across generational cohorts—a snapshot that resonated deeply with the challenges operators are facing nationwide. This sparked a deeper dive into the root causes, and it became clear: this isn’t just one community’s issue but a widespread trend affecting senior living operators of all sizes. The insights from this exploration reveal not just the “why” behind the numbers but also actionable strategies to navigate this evolving landscape. Let’s break it down.

1. Rising Competition in Saturated Markets

The senior living industry is experiencing an unprecedented rise in competition. According to industry reports, there are now over 23,000 senior living communities across the U.S., with market saturation becoming a reality in many regions. As more communities enter the market, the fight for the same pool of prospects intensifies.
In some markets, competition has increased by as much as 20% over the last three years. This surge has diluted the share of leads, making it harder for individual communities to stand out.

2. The Digital Spend of Third-Party Aggregators

Third-party aggregators like A Place for Mom and Caring.com have dominated the digital advertising space, investing heavily in Google Ads and SEO to capture the attention of prospective residents and their families. Their massive budgets and sophisticated marketing strategies often outpace what individual communities can afford, leaving operators struggling to compete.
As a result, many leads that once came directly to your communities are now funneled through these aggregators. While they provide a service, they also charge high referral fees, cutting into your revenue and making it harder to achieve profitability.

3. Shifting Demographics and Consumer Behaviors

While the senior population is growing, the current Silent Generation is rapidly aging out, and Boomers, the next major cohort, are only beginning to consider senior living. This generational transition creates a temporary lag in demand. Additionally, today’s buyers are more digitally savvy, conducting extensive research online before ever reaching out. If your digital presence isn’t strong, you’re likely missing opportunities.

Why a Strategic, Diversified Marketing Plan Is Crucial

Given these challenges, a passive approach to marketing is no longer enough. A well-thought-out, diversified marketing strategy is critical to generating and converting leads in today’s environment. Here’s how you can rise above the competition:

1. Strengthen Your Digital Presence

Your website is your community’s first impression. It must be content-rich, optimized for search engines, and equipped with lead-generating tools like chat integration. A strong website positions you as an authority and ensures you capture potential leads before they turn to aggregators.

2. Diversify Your Marketing Channels

Relying solely on digital leads (PPC and display) is risky. Instead, balance your efforts across:

• Referral Outreach: Build relationships with healthcare professionals, discharge planners, and other referral sources who can recommend your community.
• Resident Referrals: Engage your existing residents and families to spread the word through referral programs.
• Traditional Marketing: Leverage print advertising, direct mail, and community events to reach prospects who may not be online.

3. Deliver an Exceptional Buyer Experience

In a competitive market, the buyer experience can make or break a sale. Ensure your sales team:

• Listens actively to prospects and their families.
• Understands their unique needs and concerns.
• Creates a personalized, compassionate experience that builds trust and compels action.

The Role of a Senior Living Marketing Specialist

Navigating these challenges requires expertise. At Bild & Co, we specialize in helping senior living operators create and execute marketing strategies that drive results. Here’s how we can support you:

1. Competitive Analysis

We’ll benchmark your marketing strategy, digital presence, and buyer experience against your competitors. This includes evaluating your website, SEO, ad spend, and lead generation efforts to identify gaps and opportunities.

2. Strategic Planning

Our team will help you develop a comprehensive marketing strategy that includes:

• A robust digital plan with SEO optimization and PPC campaigns.
• A targeted referral outreach program.
• A compelling content strategy to position you as a trusted authority.

3. Sales Training

A strong marketing strategy is only as effective as your sales team. Our senior living sales training programs ensure your team has the skills and tools to convert leads into move-ins.

The Role of a Senior Living Marketing Consultant

In today’s competitive market, working with a Senior Living Marketing Consultant can be a game-changer.
An expert consultant brings valuable industry insights and proven strategies that can enhance your community’s lead generation and conversion rates. Whether it’s optimizing your digital presence, improving referral outreach, or refining your buyer experience, a Senior Living Marketing Consultant can provide the guidance you need to stay ahead of the competition.

Taking Action: Your Path to Success

The senior living industry is evolving, and standing still is not an option. If your communities have experienced a decline in traffic and leads, now is the time to act. By investing in a diversified marketing strategy, enhancing your buyer experience, and leveraging expert support, you can turn frustration into opportunity.
Let Bild & Co help you assess your current marketing strategy and buyer experience. Together, we can identify what’s working, what’s not, and how to position your community for success.

Schedule a Free Consultation
Ready to take the first step? Contact Bild & Co today to schedule a consultation. Let us help you evaluate your marketing spend, assess your KPIs, and create a strategic plan to dominate your market.

Text 813.390.3349 or email me at TBild@BildandCo.com for a complementary sales and marketing assessment as it’s vital these two strategies work together.

Reach out now to see how we can help you grow your leads, improve conversions, and stand out in an increasingly competitive senior living landscape.