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Senior living marketing trends you can’t ignore

Senior living marketing trends are changing and growing quickly. Gone are the days of the institutionalized nursing home, with its white walls and sterilized, hospital-like setting. Because of this, senior living marketing trends today focus on creating a community that reflects their resident’s personal values. After all, seniors want a comfortable environment that feels just like home.

And, as more seniors prepare for retirement and their futures ahead, it’s vital that senior living communities evolve.  By the year 2030, seniors will represent around 20% of the population. So, as the population ages, the demand for senior housing integrated with quality healthcare will increase. Because of this, more and more options will become available to today’s seniors and competition will become fierce. How can you ensure your community maintains maximum occupancy? Read on.

6 senior living marketing trends to watch

Marketing teams within senior living communities need to analyze and re-evaluate what is working and what isn’t. Because they need to draw in potential residents and keep them satisfied while being efficient.

1. Consistency is key.

Senior living communities are getting more consistent with their marketing materials. From printed brochures to websites and social media pages, your message should match across the board. This includes remaining consistent with your use of logos, fonts, colors, and tone.

2. Timely fulfillment and follow up on lead requests.

Senior living marketing teams often treat each lead as though it is a qualified lead. This is not always the case. So, see if the lead looks legitimate before following up. Start tracking leads from inquiry to move-in so you can see identify areas of opportunity. Having a reliable Customer Relationship Management (CRM) tool for your senior living community can help with this and ensure no leads slip through the cracks.

3. Optimize your website.

Keeping your website optimized with keywords and location modifiers can help with search rankings. And, providing fresh content through a blog or resource center on your site can help you become an authority in the senior living industry. Today’s top senior living community websites offer multiple conversion opportunities, including blog or newsletter opt-in forms, article downloads, clickable phone numbers, or quick “contact us” forms. Because of this, it’s important to connect these conversion points directly to your CRM, so you can follow up with these leads immediately.

4. Watching online reputation.

When people have a positive experience at a senior living community, it’s likely they will leave a review online. Likewise, negative experiences are also commonly reported. Communities are recognizing the importance of having a plan in place to monitor and respond to all reviews, good or bad.

5. Analyzing what is driving business.

Planning for future efforts is also an important senior living marketing trend. As such, many communities have employed the CRM solutions mentioned above. This allows them to analyze their current marketing strategies which helps to budget and plan for future campaigns.

6. Being open to new ideas.

Lastly, when it comes to senior living marketing trends, doing “what has always worked before” is no longer an option. Communities must be innovative to continue to attract new residents and not be afraid to think outside the box from time to time. Now more than ever before, it’s important to pay attention to what’s working so you know where to designate the budget for future efforts.

Learn more about how MatrixCare can support you.


Kelly Keefe, RN
Kelly Keefe, RN

Kelly Keefe, RN has been in healthcare for nearly 20 years with leadership roles in nursing management, hospital administration, and information technology. In 2011, Kelly began her career in the EHR vendor market as a Product Manager, fueled by a desire to ensure that health care workers would have access to solutions that would meet the demands of a changing healthcare climate. Working as Product Manager, Kelly was responsible for ensuring that her products met all regulatory requirements, while maintaining focus on ease-of-use and workflow considerations for the end user. Kelly made the decision to come to MatrixCare as a Senior Living Solutions Product Manager based on the forward-thinking strategy of the organization. “I love that at MatrixCare we have a climate of progressiveness that allows us to be ahead of the game instead of chasing regulations. We are the ones creating the standards in the LTPAC market and I am proud to be a part of these important milestones in healthcare.”

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