This article is proudly brought to you by AcrobatAnt. Senior Housing News recently had the opportunity to chat with Angela Harless, CEO of AcrobatAnt, about utilizing digital channels to enhance awareness and lead generation in senior living communities. Angela shares insights into the latest trends in senior living marketing and offers suggestions for navigating these trends. She also delves into the compliance regulations impacting senior living marketers and provides tips on how to maintain effective marketing strategies within these constraints.
Drawing on her diverse life and career experiences, Angela highlights the importance of her early involvement in agency operations and accounting, which provided her with a solid financial foundation. This background, combined with her formal education, has equipped her to understand the financial aspects of profitability and effective business management, shaping AcrobatAnt’s client partnerships approach. Over the years, Angela has honed her skills in traditional and digital marketing, particularly in the healthcare sector. In 2008, she co-founded AcrobatAnt, focused on exceptional client service and achieving results across various industries, including senior living. In 2021, Angela took the helm as CEO, leveraging her expertise to drive success for clients through tailored strategies and specialized tools.
When it comes to working with a marketing partner, Angela emphasizes the benefits of partnering with an agency that serves a range of industries rather than specializing solely in senior living. By tapping into insights and best practices from disparate sectors, agencies can offer unique solutions to senior living challenges, ensuring a tailored approach for each client. Every brand and community is unique, and by drawing upon experiences from healthcare, hospitality, and financial services, marketing partners can provide a fresh perspective that opens up new opportunities for senior living providers.
In addressing the key marketing trends impacting senior living providers, Angela points to the increasing demand for diverse living options driven by the aging baby boomer population. Modern seniors seek active, healthy lifestyles and value independence, prompting a shift towards innovative programs and amenities in senior living marketing. With seniors and their families becoming more tech-savvy, virtual marketing options such as virtual tours and consultations are essential for engaging potential residents, particularly those at a distance. Leveraging technology in both marketing strategies and community offerings can set senior living communities apart and attract seniors looking for a new living environment.
Navigating the heavily regulated landscape of senior living marketing requires a comprehensive digital strategy that incorporates paid search and remarketing. By leveraging first-party data for remarketing and targeted paid search campaigns, senior living providers can capture leads effectively and stay top-of-mind for potential residents. Targeting specific geographic areas through third-party data sources like Claritas and MRI Simmons helps optimize budgets and improve ad relevance on paid social platforms. By adopting traditional media targeting approaches in the digital realm and leveraging prospect email targeting, senior living communities can enhance their digital marketing effectiveness and reach their target audience more efficiently.
Optimizing their websites and organic digital presence is crucial for senior living communities looking to connect authentically with potential residents. Authentic content creation, resident stories, and real experiences can resonate more deeply with audiences than polished sales messaging. Avoiding stock photography and focusing on creating valuable resources early in the decision-making process can positively influence buyers and improve organic lead generation. By thinking of their digital presence as an extension of their brand and sales team, senior living communities can align their digital strategies with their target audience’s decision-making process, ultimately driving engagement and conversions.
With the multitude of targeting options available in senior living marketing, providers should prioritize connecting with the adult daughters of potential residents, as they play a significant role in the decision-making process. Crafting targeted campaigns that address the unique concerns and media consumption habits of both the adult children and potential residents can have a profound impact on the decision-making journey. Tailoring outreach plans specifically for each audience ensures that senior living communities effectively engage with both parties and drive successful outcomes.
In conclusion, leveraging digital channels and embracing a diverse approach to marketing are essential for senior living providers looking to thrive in today’s competitive landscape. By staying attuned to the latest trends, prioritizing authentic content creation, and targeting effectively, senior living communities can enhance their marketing strategies and attract new residents successfully. Partnering with an agency like AcrobatAnt, with a breadth of industry expertise and a focus on delivering results, can provide senior living providers with the tools and strategies needed to navigate the complex marketing environment and achieve their goals.
