‘Tough Balance’: How Holbrook Life, Optima Living Are Succeeding in Changing Senior Living Sales Climate

With the increasing acuity in senior living communities, operators are rethinking their marketing strategies to effectively promote independence, lifestyle, and care. The shift in customer preferences and the longer sales cycle have prompted operators to get creative in engaging with prospective residents. Operators like Optima Living and Holbrook Life have adapted by creating membership models, enhancing lifestyle offerings, and leveraging social media for marketing. This shift has been driven by the demographic changes seen since 2020, with a rise in the age and acuity of residents entering senior living communities. As a result, operators are focusing on targeting the right demographic and balancing marketing independence with meeting the care needs of residents. Through innovative marketing campaigns and engaging social media strategies, operators are reaching prospects sooner in the sales process and creating a vibrant community atmosphere. Both Optima Living and Holbrook Life have seen success in using social media to connect with prospects and showcase the active lifestyle and wellness offerings of their communities. By harnessing the power of social media and implementing creative marketing initiatives, operators are navigating the changing senior living sales climate and attracting a diverse range of residents.