Facebook’s changes to its advertising algorithms to prevent discrimination in housing, credit and employment ads will likely have little impact overall on the senior living industry. For luxury age-restricted communities, however, the changes could mean a longer sales process for leads cultivated online. Facebook announced Wednesday it reached a landmark settlement with civil rights groups […]
Category: Sales & Marketing
“Our local health care system won’t let marketers into their building. I have to find sneaky ways to get in there.” These are the words of a sales and marketing director at a standalone memory care community, who spoke to Senior Housing News for this installment of “Confessions.” The goal of this series is to […]
With occupancy currently under pressure, senior living providers have to be at the top of their sales and marketing game. They must know their consumer base, have a strong brand that translates into an appealing value proposition, and perhaps even reconsider some conventional wisdom. These were among the insights shared by a trio of leaders […]
There’s no accounting for why certain internet content goes viral. Who’s to say why Chewbacca Mom racked up more than 145 million Facebook views? But last week, a Facebook post about the possibility of retirement living at a Holiday Inn went viral — and senior housing providers should consider why it struck a nerve with […]
“If I could count the number of times I was shown a pool table for a family looking for dementia care, I could scream.” These words are from the leader of a senior living placement service — the company’s agents meet with prospective residents and their families, advise them on options, and accompany them on […]
In the past year, Traci Bild has helped several of her friends get their parents into senior housing. Each instance shared a common theme, Bild — a senior living marketing consultant — told Senior Housing News. Her friends would not have known where to start, otherwise, because senior housing providers are not doing a good […]
The U.S. senior housing penetration rate has hovered around 10% over the last decade, but there’s been wide variability across different metropolitan areas. It’s difficult to pinpoint why the rate varies so much from city to city, and gaining a greater understanding of what drives penetration has big implications for the industry. Increasing market penetration […]
This year has been one of redefinition for Sustainable Housing for Ageless Generations (SHAG). The Washington-state based senior housing provider — the largest in the Puget Sound area — celebrated its 30th anniversary with a new vision, and came close to changing its name altogether. SHAG’s acronym used to stand for “Senior Housing Assistance Group.” […]
In a fiercely competitive senior living landscape, it’s more important than ever for providers to have effective and cost-efficient marketing. Atria Senior Living has won numerous awards for the quality of its marketing materials, and the company credits its in-house approach, which includes a full-service print shop and video production studio at its Louisville headquarters. […]
Some aging baby boomers are rejecting the term “senior citizen,” but potential replacements like “perennial” are not yet gaining widespread traction. Other potential new terms, such as “vintage” and “golden ager,” also aren’t catching on widely, according to an article published Thursday in The Wall Street Journal. Observing that some boomers do not respond well […]
