As marketing and public relations professionals in the senior housing niche, we at IVY are intimately aware of the unique challenges and rewards of the journey from individual homeownership to retirement community living.
Not only have we nearly 30 years of experience crafting the right messages and communications for those seniors and their loved ones contemplating a move to a senior living environment, we have personal and very deeply felt connections to this life transition in our own families.
Choice or Necessity?
What are the “right messages” for this monumental decision? Let’s start by saying that sometimes it’s not a decision at all. All too often, people are forced into a situation that requires care beyond what they or their family can provide, and they must “go somewhere” on a dime. In such cases, the sales cycle is short, and decisions are based principally on price and proximity to the primary family care taker.
A move to community senior living, however, should not be a dire necessity. This is not how our clients wish to welcome new residents. Still, that predicament is likely and understandable, as many of us are hesitant to move from the perceived independence associated with managing our own homes unless we have to.
The Beautiful Truth
Indeed, while senior living has evolved dramatically over the past decade, much slower to change is the perception by the aging population of their options. It’s extremely difficult to get past seniors’ preconceived notions of what “those places” are like and share the reality of the vibrant, engaging, carefree lifestyle that awaits them.
But share we must. The absolute truth is that our retirement community clients offer opportunities and freedom that older adults never dared imagine. The messages we help our clients to convey are, quite simply, that a senior living environment is an optimal choice.
Today’s senior living communities are stunning – not only in their physical accommodations, but in all they have to offer their residents – endless possibilities they would never have had the chance or inclination to experience before, and the liberty to pursue them without the burdens of managing a household.
Friendships blossom and flourish in senior living communities; loneliness and depression fade like the stress and fear associated with the move in the first place.
Undeniably, fear and stress are realities for most people contemplating a move to a retirement community. For most potential buyers of senior housing, the move signals that they are aging, an acknowledgment few relish. It is also one of the most expensive decisions to make and has a sense of finality to it, because many assume that a senior community is the last place they will ever live.
This is not something we or our clients try to downplay or disguise. We know that effective marketing for senior living must include honest addressing of prospects’ concerns as well as profound understanding of just how different this industry is from others. Rarely is an offering as life-altering as senior housing, and most markets are not subjected to such intellectual or emotional disconnect.
Bridging the head and heart can take a very long time for independent living accommodations where residents do not need assisted or skilled care. It also takes many visits, calls and assurances from a trusted source, usually the sales person, as well as other residents to close the deal. It is not uncommon for there to be 12-14 interactions with a potential resident prior to making the sale of an independent senior living residence. Once the decision to buy into or rent at an independent senior living community is made, it becomes a logical, well-planned transition without the emotional acceptance.
Sharing the Truth
We are as excited to tell everyone about our clients’ amazing communities as they are!
Strong is the bond we have with our clients in senior housing, and great are its rewards. Our team has true partnerships with those we serve, bringing talent, skill and the latest trends and technology to the table as well as regular presence in their communities (telling the wonderful stories of both staff and residents), constant encouragement and enthusiasm, and in-depth knowledge of the exceptionally unique process of marketing senior living.
Our niche expertise in senior housing helps guide the lengthy process of making sales, all the while ensuring that messaging is relevant, useful and consistent. Our experience in the market also helps new clients determine their brand positioning – how they’re going to stand out among competitors.
Because we’re so entrenched in senior living, we can steer our clients in campaigns with fresh content, creative advertising and a blend of up-to-the-minute digital and traditional strategies to keep them top of mind and eventually drive sales into target markets.
We at IVY Marketing have the distinct challenge, and joy, of helping shift misconceptions and, in doing so, helping seniors discover what should and truly can be their golden years.
IVY MARKETING GROUP. COME GROW WITH US.