Senior Living Communities Connect with Baby Boomers Through Digital

A senior living marketing agency can assist you in the battle of understanding your audience to enhance one of the largest assets of your marketing plan.

The Baby Boomers created the counterculture — and our modern conception of youth culture along with it. One of the generation’s biggest bands, The Who, memorably sang the line “I hope I die before I get old.”
Yet age comes for us all. Though many Baby Boomers may hate to admit it, they are squarely in their Golden Years — and many of them are now exploring senior living, often with the help of their Gen X children.

So how do senior living facilities market to the demographic that invented youth culture? Certainly not the way they marketed to the parents of Boomers, a generation with vastly different lived experiences. Partnering with the right senior living marketing agency can help brands meet this challenge, and craft a marketing plan designed to resonate with the Woodstock generation.

Why Baby Boomers view senior living through a different prism

There are two reasons why senior living communities need to recalibrate their digital marketing efforts for Baby Boomers. First, this generation has a much different conception of retirement and aging. The notion of 40 years, a gold watch and a quiet life playing shuffleboard hold no attraction. Baby Boomers don’t believe they are “old” in the same way their parents’ generation was — even if the calendar says otherwise.

The second reason: This self-conception is backed up by a profoundly important trend. Thanks to advances in medicine and a cultural shift toward health and wellness, people are not only living longer but staying youthful and vibrant even into their later years. In 1980, a 70-year-old was often prematurely aged by a lifetime of red meat, smoking, drinking, and minimal exercise. Today’s 70-year-old is often well-preserved by a healthy lifestyle supported by advances in modern medicine.

How senior living communities can reach this demographic

In order to effectively market senior living communities, it’s important to keep a few important ideas in mind:

  • Despite the popular misconception, Baby Boomers are not anti-technology, afraid of technology or hopelessly inept when using technology. Baby Boomers invented the Internet and the World Wide Web; they outspend millennials almost two to one on online purchases.
  • Baby Boomers spend 27 hours each week online. Roughly 82% of them have at least one social media account. In other words, they are a perfect audience for digital marketing and social media marketing.
  • Baby Boomers seeking to make an informed decision about which senior community to choose will typically turn to social media reviews and testimonial videos to get their search process started.
  • When designing a marketing campaign, senior living marketing agencies should help you stress the elements that appeal to Baby Boomers. Recreational facilities, onsite enrichment classes, yoga, culinary offerings, group excursions, property amenities — all of these things should play a central role in any digital campaign. Baby Boomers want vibrant, healthy, stimulating communities and marketing messages should reflect this.
  • Baby Boomers and their Gen X children want to make the most informed decisions possible about senior living. One of the best ways to approach this is through social media storytelling. Have existing residents tell their own stories about living onsite and share these across all social channels.
  • Make sure you have accessible health data: Rate of falls, hospital readmission rates, etc. Prospective clients will ask for it.

Finding the right digital marketing agency

In order to connect with Baby Boomers, you need to choose the right senior living marketing agency — one that has demonstrated expertise marketing within this niche.

Our team has the digital tools — and the expertise — to help you appeal to Baby Boomers. Contact us today to learn what a creatively compelling digital marketing campaign can do for you.

3 Ways to Boost Occupancy Rate Using Property Management Marketing

Good property management marketing can bring ideal tenants to your properties easily and effectively. Instead of competing on price or square footage, a well placed ad from a media buying agency or curated social media posts can bring your community, neighborhood, and units to life.
Help prospective tenants discover and choose your property with three of the best kept secrets every multi-family marketing and property management firm needs to start using today.

1. Invest in a responsive, mobile-friendly site

According to GogoDigital, 98% of renters use mobile devices on a weekly basis to power their apartment search. Of them, nearly half said they would opt out of a property or unit if the site didn’t work effectively on their cell phone or tablet. Work with a digital marketing agency like BIGEYE to ensure your website works across devices and creates a seamless experience between all your channels such as social media, advertising, and email.

This simple update lets prospective renters know you operate a trustworthy, modern business. This is especially important as more and more renters expect to conduct the leasing process online using virtual signing tools to execute their leases and 360 digital tours to screen properties and make their final decisions.

2. Content is king and search engine optimization is queen

The best property management marketing site in the world needs to be search-friendly in order for your business to thrive. Prospective residents often start their apartment hunt on search engines, either to discover and explore properties, or to find companies that can assist with the leasing process.

Understanding what your specific goals are (think: promoting your property managed community versus offering a white-glove realtor service) will help you create engaging content that catches prospective residents’ attention and boosts your ranking in Google and other search engines.

3. Demonstrate your authenticity through social media and community engagement

Put words into action by reinforcing the values your property management marketing efforts are promoting by creating an authentic social media presence and participating in community events that are aligned to your ideal residents’ needs.

As an example, if your brand focuses on LEED certification and eco-conscious buildings, you may want to co-sponsor a beach clean up near your property to demonstrate your commitment and make like-minded individuals aware of your units. If you aren’t sure where to start, a local, top Florida advertising agency can point you in the right direction to build partnerships and activate events via social media.

Learn more about how our team at BIGEYE has helped single- and multi-family marketing managers like you succeed in today’s digital landscape by contacting us today.

Nursing home marketing & print ads go hand-in-hand

If we were to tell you that print ads go hand in hand with nursing home marketing, you might be tempted to reach for a joke about the slow decline of the print industry and aging clients’ reticence to adopt new marketing technology. It’s true that print ads do perfectly complement and support nursing home marketing … but not for the reasons you might think.

Print ads deliver tangibility and credibility:

When making an important and difficult decision, like where to spend your golden years, marketing bravado is the last thing you need to complicate the process. While print ads may not prove the presence of your expected level of service or desired facilities, there is something to be said for holding a tangible, high-quality brochure in your hands to validate a brand’s image. High-quality print marketing materials suggest that the brand is willing to invest in its clients and has enough liquidity to produce expensive assets. Regardless of whether these assumptions are always true or not, print ads do lend an air of credibility to your marketing efforts by providing something potential clients can take home, hold, review, and consider. Marketing psychology has proved time and again that the weight and finish of paper used in marketing collateral can have a profound influence on the perception of a brand. Possibly for this reason, direct mail boasts a three-time better response rate than email according to the Harvard Business Review. We’ll take those odds.

Printed nursing home marketing materials appeal to young decision makers:

It is also important to realize the decision makers choosing (and financing) nursing home contracts are not always the future residents themselves. As the Baby Boomers continue retiring and aging, their children will slowly shift from care-receivers to caretakers. More than 50% of Generation X and Y view magazine and newspaper print ads in favorable light, compared to their staggeringly low 10 – 20% favorability toward digital PPC and banner ads, according to a study by Kantar Millard Brown. To digital natives, a good website is an expectation — a print ad or brochure goes above and beyond. For this group of decision makers, digital advertising is simply an annoyance standing between them and the content they want; whereas well placed print assets can serve as true supporting and educational material.

Print ads drive action:

So, what’s the bottom line? In our hyper-digital world, we are sometimes shocked by the reality that few channels drive action better than direct mail print ads. Close to 80% of consumers will act on direct mail immediately according to the CMO Council. Still in doubt? Email marketing only delivers a 45% immediate action rate. Choosing a nursing home is a deeply personal and sometimes sensitive decision, so any channel than can inspire immediate action is beneficial to the customer and the service center itself.

Print ads still signal service, and with that, we can’t think of a tool better suited to support nursing home marketing needs. When considering how to maximize your marketing spend as a care and service provider, always assess how and where print ads fit into your marketing mix. No matter what technology emerges, print will always have a place in the middle of the marketing funnel when consumers seek education and deep information about a brand. For examples of how we have used print to support brands like yours, read more about our services or contact us to talk directly with a member of our creative team.

And the Oscar goes to… Cinema ads for multi-family properties

The average movie theater has approximately 200 to 300 seats filled with local residents, business owners, and future tenants, making it prime real estate (pun intended) to kick off a unique property marketing campaign. Cinema advertising, or the local advertisements that run before a movie screening, are a powerful way to increase exposure for your multi-family property without needing to do a ton of work. Movie theaters bring the community together in the same way a census or sample group might, making them an ideal place to test and target potential customer personas and tenant personalities. Here’s why:

1. Cinema advertising is hyper-local: In most cases, people attending movie theaters live, work, shop, and play near by. With the exception of specialty theater experiences, such as mega-IMAX theaters or novelty concepts such as CineBistory, most theaters attract customers who live within a 15-30 mile radius of their location. If not less. If your goal is to expose potential residents to your multi-family property, you can literally handpick the neighborhood you want to target by advertising in theaters nearby that location or in neighborhoods with similar, complementary socioeconomic compositions.

2. Location, location, location: If your multi-family property is near the theater you’re advertising in, you also have the opportunity to showcase the local amenities of that area. Most movie theaters are near malls, shopping plazas, and walking promenades, serving as an anchor for local stores and restaurants. Appealing to potential residents may start with your property itself … but your building is supported by the amenities, walkability, and comfort of the neighborhood itself. Use your cinema advertising to highlight the experience they are already enjoying and how you fit into that pleasant moment and future memories.

3. Cinema advertising is more customizable than you think: The average consumer tends to self-select into neighborhoods and locations that fit their lifestyle, which is why carefully placed cinema advertising can make your property marketing can feel personal, even in a crowded movie theater. Even though your ad may not appeal to every person in the theater, you can make fairly informed assumptions about your target audience based on the location of the theater, type of experience the establishment offers, ticket price point, and movie selection itself. Don’t be afraid to get specific in your ads. The more targeted your messaging, the more likely it is that your audience will remember the ad and act on it later.

4. There’s nothing quite like a captive audience: We hate to say it, but cinema advertising is impactful in part because audiences can’t escape the repetition of and exposure to these ads. Even with the prevalence of smartphones and digital devices in the theater, pre-movie footage and advertising is somewhat inescapable for the average movie goer. Cinema advertising gives you the opportunity to drive your message home without investing tons of money in local television and radio ads, and as more and more people switch to streaming music options and cable-free television providers, understanding and adopting these opportunities will be an important part of local advertisers’ success.

Let us help you understand how your property marketing plan might benefit from cinema advertising today. We’ll work with you to tailor your budget against your desired exposure, ideal tenant, and other marketing initiatives to find the perfect balance of budget, local partnerships, and creative content to take your multi-family property marketing to the next level. Click here to learn more about our services and case studies on how we’ve helped local businesses like you in the past. Then contact us to see how we can help you, too.

3 tips to improve your nursing home content marketing

It’s easier than ever before to find reviews, read about patient experiences, and shop for nursing homes. The market is changing, so your content marketing strategy should also. Digital natives are accustomed to having information at their fingertips and immersing themselves with a brand in the digital environment before making a choice. Because choosing a nursing home hinges on both practical and emotional variables, content is an important part of this information loop to educate potential customers about your facilities and build an emotional connection to your site. Accurate, engaging, and up-to-date content can make or break your ability to relate with today’s decision makers.
Consumers often cite “convenience” and “trust” as primary considerations when choosing health care (alongside cost, of course). As a marketer, you may not have control over your facilities’ prices, but you can make it easier for prospective clients to find information, reach out for assistance, and begin building an open, earnest relationship.

The heart of this data suggests customers are looking for two things: ease and reassurance. Content marketing can give them both. 

     1. Don’t be afraid to ask

Improve your content marketing strategy by asking customers what information they need and how easy it is for them to find what they are looking for on your site. Simple web survey tools such as Qualaroo can help you do this on your own, or work with a digital marketing agency to complete a full audit. These results will inform what content is missing (or whether the content you do have is lost or misplaced). Before you start focusing on the bells and whistles such as testimonials or social media, nail the basics.

      2. Empower your customers

Many nursing homes try to increase engagement with their prospective clients by limiting information such as pricing, insurance information, or onboarding processes on their websites. This forces prospective customers to call and engage in a person-to-person information (read: sales) call. Younger generations simply don’t participate in the consumer journey the same way their predecessors did and this can be a huge barrier when they are researching healthcare providers. Whether it’s in the form of periodic informational webinars, newsletters, or transparent online, it’s important to empower your customers to find the information they need up front. All content should be built with the express goal of helping your customers accomplish something on their own, not to drive them into the administrative office. This improves trust, strengthens your relationship with your clients, and helps them feel confident in your nursing home.

      3. Encourage customers to be cheerleaders

Sharing your story with a nursing home can be a very emotional experience. But no content is more engaging and more authentic than real testimonials. Use customer-generated content as the most valuable asset on your site, across your social platforms, and during the customer lifecycle. This content is more than three times likely to generate engagement and shares than anything your marketing department might create, so start identifying your best customers today and encourage them to share their stories.

For more ideas on how to improve your nursing home content marketing strategy, click here to learn more about how our agency has partnered with other healthcare professionals. We’re happy to help tailor an experience to your facility’s unique niche and customer needs.