Starting the conversation about moving aging parents to a senior living community is often one of those difficult situations adult children dread. But, according to Care.com, adult children are involved in their parents’ transitions 73% of the time. Clearly, the adult child influencer (ACI) plays a significant role when it comes to searching for the right senior living community for a family member.
This means it’s vital that your senior living community appeals not only to the prospective resident, but also to ACIs. And, while their values often align with those of their aging loved one, the factors adult children consider and the ways they learn about a community may differ from those of a potential resident.
Marketing to Adult Children: The Buyer’s Journey
The average length of time it takes to choose a senior living community can span six months to a year. While the senior (the prospective resident) is often the marketing department’s main target, it’s important to remember the unique informational needs of the ACI, who will be helping throughout the decision-making process. The ACI’s involvement in the search will also correspond to their individual situations; whether loved ones need a higher level of care, or whether they are simply seeking an alternative, easier lifestyle with peace of mind for future needs. While the adult children help out by researching communities and making arrangements for the move, the final decision is often in the hands of their parents.
What the ACI Finds Important – and Where They Find It
ACIs will begin their search for information about senior living communities by going online and comparing communities’ websites. They want a quick, easy way to get pricing, find out where the community is located, what types of residences are available and the level of care provided. They will also want to learn more about the communities’ reputations. As an additional step, they may visit social media pages to get a better feeling about the culture at the community. Bottom line: The ACI is going to be more technologically and digitally savvy when it comes to learning as much as they can in the quickest way possible about your senior living community.
Plus, keep in mind that adult children are often worried about their loved ones adapting to a new way of life. They also want to be there to help their parents get ready to downsize, which means sorting through and making decisions about a lifetime of belongings. Providing resources on your site that will make these processes as simple as possible could also be influential in their choice of a community for their loved ones.
Don’t Forget About Prospective Residents
As mentioned before, seniors are still overwhelmingly involved in the decision-making process regarding their futures. And, while your digital marketing efforts should be more targeted to the adult child, materials like brochures and other collateral should focus on life at your community for the prospective resident. Address what daily life is like at the community and the amazing services and amenities offered. Go offline with these efforts so the senior has something to review on their own time. Above many other factors, the senior is concerned about what type of lifestyle to expect at your community.
Are you tailoring your online and offline marketing efforts in the correct way? Be smart about your marketing messages – how you’re sending them, and who you’re sending them to.
Senior Living Marketing Made Easy with MatrixCare
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