The Boomer generation is here, and they aren’t all looking for or need assistance. But they are looking for a great lifestyle and autonomy. Their adult children, however, are truly looking for safety, value, and socialization.
Since both modern seniors and adult children rely heavily on online research, a strong digital presence is essential, and experiential marketing should be a heavy focus. Here is what that looks like.
Optimize your Digital Front Door:
The search for a community usually begins online and if your digital presence feels dated, they will assume your community is too.
- Audit your website: Make sure your website loads quickly on mobile devices and contains easy-to-use buttons like “Schedule a Personal Tour” or “Download our Price Guide”.
- Optimize local profiles: Ask happy resident families to leave detailed reviews and make sure your business listings are top notch on the mapping platforms.
- Craft highly targeted paid ads: Target adult children (ages 45-65) with “Peace of Mind” messaging and seniors (ages 65+) with “maintenance-free lifestyle” messaging. Focus these digital ads on the geographic areas around your community.
Move from Tours to Experiences:
Expand the traditional saleperson showing empty apartments and let the prospect experience a taste of the lifestyle.
- Incorporate the “Buddy System” for Tours: An ambassador resident who shares similiar interests is great at answering real questions that the prospect may not want to ask the salesperson.
- Host Event Series: Educational seminars like “Estate Taxes and What to Know” or lifestyle events like music in the courtyard, painting workshops, or chef-directed wine tastings are all great ways to bring experience to the prospect. Your events should reflect your region and demographics.
- Host a “Guest Suite Stay”: Offer an overnight stay to high intent prospects so they can eat in the dining room, take part in an event, and mingle with the current residents.
Meaningful experiential marketing and a strong digital presence will help boost your occupancy and build a thriving community that enables your independent seniors to live life and their children to breathe easy.
Ask for a Demo at Move-N Software.
