A recent survey conducted by Senior Housing News and Dreamscape Marketing revealed that 49% of senior living operators plan to increase their marketing budgets in the next 12 months. The survey, which included responses from 99 professionals in the senior living industry, also found that 43% anticipate maintaining their current marketing spend, while only 8% expect a decrease.
Interestingly, three-quarters of respondents reported using a combination of in-house and agency marketing strategies. When it comes to focus areas for marketing efforts, the majority highlighted pay-per-click advertising, paid search, display advertising, content marketing, social media, and SEO as top priorities.
Traditional marketing tools like branding and public relations were still considered essential by 86% of respondents, alongside social media platforms, email marketing, and organic online search. The primary business objective for most participants was acquiring new residents, with brand awareness coming in as a close second.
Despite these positive trends, survey participants expressed mixed opinions on the main challenges facing marketers in the coming year. Some cited competition, differentiation from competitors, internal processes, budget constraints, and the evolving landscape of marketing tools as potential hurdles to overcome.
