The Changing Landscape of Decision-Making in Senior Living
Senior living marketers are constantly adapting to the evolving needs of prospective residents. By utilizing data-driven strategies, marketing teams can better understand the decision-making process and ultimately increase successful move-ins.
A recent survey conducted by Roobrik in 2023 delved into the motivations of older adults and their adult children when searching for senior living solutions.
The survey revealed that while safety was a top concern for adult children, it was not a priority for older adults themselves. This discrepancy presents a challenge for marketers in effectively addressing safety without alienating potential residents.
Focusing on the aspirations of potential residents and highlighting the vibrant lifestyle offered by senior living communities can help guide the decision-making process. Understanding where individuals envision themselves in the future can greatly influence their choice.
Adult children often cite concerns about their parent living alone or no longer driving, which can lead to feelings of isolation. For older adults, future care needs are a key motivating factor when considering senior living options.
By balancing the perspectives of both decision-makers, marketing teams can address the varied concerns and preferences of potential residents. This data-driven approach can help communities better meet the needs of their target demographic and facilitate more meaningful conversations with interested parties.
Overall, understanding the motivations and priorities of senior living prospects is crucial for effective marketing and outreach efforts. By aligning messaging with the desires and concerns of potential residents, communities can create a more engaging and personalized experience for all involved.
Roobrik is dedicated to improving the lives of older adults and their families, while supporting the organizations that serve them. Learn more at: https://www.roobrik.com/
