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The senior living industry is in a state of transition. A decline in insurance reimbursements, rising operational costs, shorter lengths of stay for higher acuity residents and prospective residents exploring alternative forms of care have caused communities to focus on attracting more private pay independent living and assisted living residents in order to maintain a healthy bottom line.

This move to reposition will be a hot topic among industry leaders and influencers for the foreseeable future. And there are sales and marketing implications of repositioning that senior living communities should consider early on to ensure the process is successful.  I’ll be discussing these implications in detail at this year’s LeadingAge FL Convention & Exposition.

LeadingAge FL: 5 Aspects of Repositioning That Must Be Addressed

This year, I’ll lead a breakout session, Repositioning Your Payer Mix: Making the Shift in Sales and Marketing on Wednesday, July 24, 11 a.m.-Noon.

During this session, I’ll provide insights on the five vital components of repositioning and best practices for ensuring a successful community transformation and maximum financial return. Here’s a sneak peek of two of the components attendees can expect to learn about during the session:

1. External Brand Perception

The true test of your brand is whether the market views your community the way in which you intend. Your repositioned unit mix may offer more independent living accommodations than ever before. Does your market identify you as a provider of an active retirement lifestyle? If not, they’ll continue to associate your brand with your previous offering mix and choose communities that are more aligned with an aspirational lifestyle.

To uncover external perceptions of your brand, you’ll want to communicate with your prospects through phone calls, focus groups, in-person meetings, online surveys and other methods of garnering feedback to learn what they think about your community and its unique selling propositions. These insights will inform the development and implementation of your new communication strategy

2. Internal Brand Perception

Good external brand perception starts with good internal brand perception. That’s why it’s important to make sure internal stakeholders come to consensus regarding changes in the community’s culture and that all team members are made aware of what the transformation taking place entails. It impacts the way they speak, the way they deliver services and even how their success is measured.

As you establish new brand pillars, it helps to have formal training sessions with team members to address repositioning and how they should promote the community and its services moving forward. Failure to address this could cause confusion in the marketplace and have an adverse effect on sales.

Join me for this session to learn more about all the components of repositioning, as well as sales and marketing best practices you’ll want to take into consideration during the process. By the end of the session, you’ll be ready to set your community’s goals for repositioning and lead your team as its members set out to increase census and maximize your community’s income potential.

Connect with Us at LeadingAge FL!

Are you planning on attending LeadingAge FL 2019? If so, we’d welcome the opportunity to meet with you at the show. Visit the Creating Results team at Booth 207 during the convention. Or, with any questions about marketing your community at any stage of its life cycle — be it expansion, repositioning or census enhancement.

The post Repositioning Senior Living Communities at LeadingAge FL 2019 appeared first on Creating Results.

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Social media has changed the way businesses market their products to customers. This includes Baby Boomers and older demographics. In this month’s roundup, learn how older consumers engage with platforms such as Facebook, Twitter and Instagram, and how you can promote your products to them using these channels.

1. Getting Started with Social Media

No matter what your company’s product or service is, social media is likely to play an important role in your digital marketing strategy. Yes, even when targeting Baby Boomers, who are some of the most active users on Facebook.

This article from MayeCreate gives a step-by-step process on how to kickstart your social media marketing strategy.

2. Using Social to Drive Sales

Making social media marketing part of your company’s strategy is the first step. Next, you have to publish content that engages your audience and moves them closer to a purchase decision.

Digital marketing experts offer insights on how to turn prospects into purchasers using social media it his Forbes article.

3. Make Yourself Useful to Baby Boomers

Baby Boomers spend 27 hours a week using social media, and they do so with purpose. They want to find useful information that gives them a better understanding of a topic, product or service, and helps them make decisions.

Get the insights you need to help you create content that Baby Boomers will like and share in this blog post from Senior Market Advisors.

4. Videos Engage Boomers

Seventy-five percent of Boomers are active on Facebook, and 43% of them say the platform is their first choice for watching videos online. Boomers are 19% more likely than any generation to share content on social media, with video being the medium that attracts their attention most.

Find out more about the types of videos you should be creating to get Baby Boomers to engage with your content on social media in this Kenshoo article.

5. Social Media’s Effect on Seniors’ Mental Health

Social media is often vilified due to its perceived negative effect on mental health, especially for younger generations. But new research shows that sites like Facebook and Twitter can actually help seniors combat depression and anxiety.

Oxford Academic offers more insights into social media’s effects on mental health.

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The post Roundup: Attracting Seniors with Social Media appeared first on Creating Results.

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As we finalize our preparations for the LeadingAge PA 2019 Annual Conference + Expo, we’re thinking about this year’s conference theme: Own the Future. It’s a fitting theme given how many senior living organizations are in the process of reshaping their communities to adapt to changing industry trends and guarantee maximum revenue potential in the future.

I’m pleased to be presenting alongside Brynn Buskirk, Phoebe Ministries’ VP of Marketing & External Relations at this year’s conference. Join us for session 24-C: Repositioning Your Payer Mix — Making the Shift in Sales and Marketing. During the session, we’ll be taking a deep dive into the marketing and sales implications of repositioning a community. Here’s a preview of what you can expect.

A Sneak Peek at LeadingAge PA 2019

The reduction of reimbursements to communities, coupled with the increase in operational expenses, has caused the need for providers to shift the focus of their payer mix. In the coming years, many communities will prioritize private pay independent living or assisted living residents over higher acuity care levels. But to attract the prospects that will make this revenue transition possible — the younger Baby Boomer cohort — there’s an ideological shift that needs to take place as it relates to sales approaches and marketing strategies.

It’s not a shift that will happen overnight and it’s one that presents more questions than answers in the beginning stages. For example, how will the change impact how you go to market? Will it change how you’re are perceived by your audience? How will it affect your internal processes?

In the beginning of our partnership, Phoebe had very similar questions as they underwent their own repositioning for their multi-site senior living system. We’ll be looking at Phoebe as a case study during this session and evaluating what worked — and what didn’t — as we partnered with their team to shift internal mindsets, transform external brand perceptions, market their product in a way that appeals to younger prospects and operationalize a new sales approach.

By the end of the session, you’ll be able to set your community’s goals for a successful repositioning and use your learning to begin the next steps in the process.

Connect with Us at LeadingAge PA!

Are you planning on attending LeadingAge PA 2019? If so, I’d welcome the opportunity to meet with you at the show. You can visit the Creating Results team at Booth 52 during the conference. You can also if you have any questions about marketing your community during the repositioning process.

The post Repositioning for the Future at LeadingAge PA 2019 appeared first on Creating Results.

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As we look toward the future of caregiving, it’s evident that technology will have an increasing role to play. From artificial intelligence to robotic pets that monitor their owners’ well-being, the possibilities for senior care tech are seemingly endless.

In this month’s roundup, take a look at some of the emerging technology in the senior living industry and the impact they’re expected to have.

1. How Artificial Intelligence Can Transform Health Care

All kinds of technology in the market are designed to help seniors after they’ve had an accident, but what’s being done to prevent falls and other accidents from happening in the first place? That’s where artificial intelligence (AI) comes in. Not only does it save time and money, it could start saving lives as well.

Find out more about how AI can help more people safely age in place in this Grit Daily article.

2. Privacy Concerns Arise as Seniors Continue to Embrace Technology

Health care technology has given seniors, caregivers and providers plenty of reasons to be excited about new solutions to common problems. But does all this new technology —including GPS trackers, smartphone apps and more — compromise the privacy of older adults?

Read more about seniors’ privacy concerns related to caregiving technology in this Next Avenue article.

3. Will Smart Pets Become the Norm?

No relationship is quite like the one between seniors and their (virtual) pets, right? As the virtual pet market continues to grow, a group of innovators at the University of Cincinnati are developing ways in which furry — and robotic — companions can monitor the health of older adults and help prevent accidents in their homes.

Find out more in this article from Eureka Alert.

4. Seniors Living in a Virtual Reality

Who says virtual reality (VR) is only for kids? With VR programs that help seniors with memory, movement, socialization and several other aspects of their daily lives, experts believe it will become the norm with this age group sooner rather than later.

This article from The News-Gazette outlines many of the benefits of virtual reality programs for seniors.

5. The “Uber” of Senior Care

What if seniors could request the care they need in the same way so many people request a ride from services such as Uber and Lyft? With the Homage mobile app — launched in 2016 — older adults in Singapore have access to the care services they need, right at their fingertips.

Learn more about this how this app is helping to connect seniors to care professionals in this article from Singapore Management University.

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The post Roundup: A Look at New Caregiving Technology appeared first on Creating Results.

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Baby Boomers are unlike any generation that preceded them when it comes to how and where they want to live during retirement. Thankfully, our friends at RentCafe have put the finishing touches on extensive research into renting trends affecting this cohort and shared their findings.

In this post, we look at some key insights from RentCafe’s research and why they are important to senior living industry professionals and 55+ community developers.

The National Median Age Will Continue to Rise for the Foreseeable Future

We have the combination of the Baby Boom of the 1940s-1960s and the Great Recession of 2007 to thank for America’s rapidly aging population. The high birth rate of the Baby Boom coupled with the declining birth rate following the recession have played a key role in the rise of the national median age from 36.7 years in 2007 to 38.1 in 2017. This is a record high for the US and the upward trend is expected to continue in the coming years.

With 10,000 Baby Boomers expected to celebrate their 65th birthday every day for the next decade or so, the market for age-restricted and senior living is at an all-time high. But based on this study’s findings, our prediction is that it won’t be as easy to maintain occupancy and fill up waiting lists as some senior living providers and 55+ builders are hoping. As you’ll read about in subsequent findings highlighted in this article, providers may have to adapt their product offerings to better serve the next generations of seniors.

Downsizing Doesn’t Mean Moving to a Community

Older adults may choose to downsize for many reasons. It could be that the home they’ve lived in for so many years has become too big or too expensive to maintain. This is often the catalyst for a move — whether to a senior living community, active adult neighborhood or elsewhere.

In contrast to their parents and grandparents, the overwhelming preference for today’s 65+ population is to age in place. So even though they’re downsizing, it’s not a given that they’ll want to move to age-restricted communities — at least not yet. Instead, they could opt for smaller homes or apartments where they can continue to live independently while accessing nearby amenities and entertainment or saving money compared to moving to a community.

What are some of the advantages of living in an age-restricted community compared to aging-in-place? One that immediately comes to mind is that senior living and 55+ communities are built to offer design features that make it easier to maintain independence at any age, whereas people wishing to age in place may have to pay for home modifications to ensure their living space is suitable for the future. Communities need to showcase these features during the sales process to entice seniors to choose this option.

Adapting your product line to the market is also another option. If more people are choosing to age in place, why not meet them where they are — at home? This could mean putting an increased focus on at-home care services or introducing those services to your offerings. Adapting with your market is the best way to get ahead of competitors that are too stubborn to do the same and reach customers who, otherwise, wouldn’t be interested in your other services.

Baby Boomers Are Opting to Rent Rather Than Own

As of 2017, there are now close to 9.5 million renter households aged 60 and over in the US. This is a 43% increase compared to just 10 years ago. As such, the rate of home ownership in this demographic is declining as well.

Relating back to the idea of providers adapting their product lines, if your community only offers buy-in options for residents, it may be time to re-think your pricing options to appeal to a broader market.

A change of pace in lifestyle, little-to-no home maintenance and reduced living expenses are all made possible by renting, which is why it’s becoming so appealing to older adults. Again, builders and providers relying on ownership or entrance fee models will need to communicate the advantage for prospects compared to renting.

The US’ Retirement Hotspots Have Something in Common

One final point of interest from the study relates to where Baby Boomers are choosing to settle as they reach retirement. The  30 oldest cities in the US include the country’s most popular retirement destinations within Florida, California and Arizona’s sunny locales.

The data suggests that, despite changing attitudes toward retirement, one preference has stood the test of time: the majority of older adults want to live in warm cities where entertainment is accessible. Not every community can be in a trendy city with warm weather, endless options for entertainment and other aspects of utopia. However, if you’re a developer considering where to build your next community, RentCafe’s study indicates that the market may be hotter for you in warmer destinations.

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The post 4 Must-Know Facts About Baby Boomer Renters appeared first on Creating Results.

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Digital marketing is a key component of all of our clients’ marketing strategies. So when I was given the opportunity to attend this year’s Hero Conf to learn about new pay-per-click (PPC) tactics and strategies on the rise in 2019, I jumped at the opportunity. This year, the focus of Hero Conf was to understand which tactics are most impactful for each part of the marketing funnel and platforms like Facebook.

Keeping It in the Facebook

Our clients have experienced great results with Facebook over the last year utilizing two types of conversion campaigns: landing page conversion and lead form conversion. As such, I was excited to sit in on Kass Botts of Hanapin Marketing’s session on creating an entire lead gen nurture strategy within Facebook.

First, Botts spoke about prospecting, which is best defined as offering your best top of funnel content to your target market. This could include a video demonstrating brand value, canvas-style ads creating a full-screen experience or a lead form directing the prospect to educational gated content.

Source: Kass Botts, Hanapin Marketing | Keeping it in the Facebook (Platform)

Senior Living Tip: We have historically used lead form ads to encourage prospects to become a VIP or subscribe to email marketing for our Facebook campaigns. When testing brochure downloads in a lead form ad versus a sign-up form, we’ve seen significant decreases in conversions for the brochure download. For this reason, we recommend using a simple sign-up form. It’s a lower level of commitment for prospects and more likely to get them to convert.

The next insight focuses on structuring your retargeting ads. Botts recommends using one of the following calls to action (CTAs) in order to influence conversion: sign up for a demonstration, contact us, get a free trial or schedule a consultation. I agree with this approach, especially for a more lifestyle-focused sale, such as independent living apartments. Of course, you will want to tailor the CTA for senior living. Common CTAs in our industry include schedule a tour, speak with a sales rep, request pricing, etc.

Botts concluded the session with some best practices for creating lead forms on Facebook:

  • Keep the forms as simple as possible
  • Use form questions that can be auto-populated by Facebook
  • Prequalify leads by using the high-intent lead form
  • Combine lead form ads with video to maximize engagement
  • Integrate customer relationship management (CRM) software with Facebook to send automated follow-up upon submission

The Duopoly

Another session that caught my attention was one focusing on growth strategies for YouTube and Facebook videos. Cory Henke of Variable Media presented a video timeline detailing how marketers can optimize viewer engagement, as well as a few case studies on which platform is best for different types of engagement.

As we begin to create more video content for our clients, I’m confident the video timeline is a tool we’ll be using to determine what we should say in our videos, when we should say it and how.

Source: Cory Henke of Variable Media | The Duopoly (YouTube and Facebook) Video Growth

According to Henke’s case studies, YouTube is a great platform for brand awareness and addressing the prospect’s need. When used in tandem with Facebook, it acts as a brand awareness tactic that will help funnel prospects into the interest stage.

We often use traditional media like print, billboards and radio for brand awareness and focus digitally on lead generation. Recently, however, we’ve adapted our approach and have used more modern brand awareness digital tactics alongside traditional ones. As a result, we’ve seen an increase in awareness metrics.

Senior Living Tip: Adding videos to your brand awareness strategy, especially when the community is in the blue sky stage or not well known in the market, can help increase engagement for lead generation tactics like Facebook.

Wrapping Up

And now, with a notebook filled with new insights from some of the world’s leading digital marketers, I’m looking forward to implementing many of these new tactics for our clients and seeing how they impact their results!

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The post Facebook Marketing for Senior Living – Takeaways from Hero Conf appeared first on Creating Results.

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If you’ve had the opportunity to connect with us at a conference recently, you may have noticed our commitment to journey mapping. That’s because we’ve seen firsthand the positive results that taking a more customer-centric approach in your sales and marketing can have in the senior living industry.

In this month’s roundup, we share insights from marketers who have seen success after adopting the journey mapping approach.

The Problem with the Classic Sales Funnel

The sales funnel is a tool that’s been widely accepted by salespeople for decades, but it’s not without its flaws. When compared with the journey map, the sales funnel suggests the customer’s journey is always linear, which isn’t the case given the evolving marketplace.

Business 2 Community details the traditional sales funnel’s five biggest shortcomings.

Adopting a “Customer-First” Culture with Journey Mapping

The first part of committing to journey mapping is making the decision to put the customer’s needs above the company’s. This kind of culture change is challenging, but not impossible if you’re able to place yourself in your customer’s shoes.

Tips for how you can adopt a customer-first mindset from Entrepreneur.

7 Steps for Understanding Your Customer’s Journey

Think the customer journey stops after a purchase is made? Think again. Following these seven steps will give you a better foundation for creating your journey map and minimize the negative experiences your customers have.

Find out more in this article by CustomerThink.

Curating the “Perfect” Journey for Your Customer

One of the reasons why journey mapping is becoming so popular with marketers is because of its more customer-centric approach to sales. But a journey map is only useful if it includes all the necessary elements needed to guide your prospect on the path to purchase.

ClickThrough Marketing details the 10 essential elements needed to create the perfect journey map.

Creating the Journey of a Lifetime for Your Customers

Nurturing your relationship with prospects is an important part of journey mapping. By creating a personalized experience for each customer and adapting parts of their journey based on their feedback, you can create a loyal base of individuals who will become advocates for your brand long after the sale is made.

Find out the steps you can follow to create a map for a lifetime relationship with your customers in this Business 2 Community article.

Journey Mapping for the Senior Living Industry

Wondering how you can apply the customer journey map when marketing your community? Find out more in our video below:

Journey Mapping for the Senior Living Industry - YouTube

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The post Roundup: Why You Should Be Journey Mapping appeared first on Creating Results.

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The financial outlook for Baby Boomers in the coming years is a unique one. As the holders of most of the country’s disposable income, they have plenty of money to spend and aren’t shy about spending when the opportunity is right. But what’s their long-term retirement planning outlook?

In this post, we’ll look at Baby Boomers’ finances and steps professionals in the senior living industry can take to adapt to the evolving financial needs of this demographic.

Spending Power Lies with the Boomers

If there’s one thing marketers should know about the Baby Boomers, it’s that they control a whopping 70% of the country’s disposable income. Better yet, they’re in line to inherit another $15 trillion through the next decade and a half.

So while Millennials have surpassed Boomers as the most populous demographic, Boomers are still the most lucrative. Yet many businesses are marketing heavily to younger generations, potentially leaving a lot of money on the table in the process.

This is where marketers in the senior living industry are ahead of the curve. Products in this industry are designed for older consumers, so fewer resources are spent trying to appeal to all demographics. The real challenge is reaching older consumers through the channels they use to make their purchase decisions and creating content that moves them closer to a purchase.

Boomers Spend with Confidence

Once Baby Boomers make the decision to purchase, they seldom let outside noise deter them. They’re not ones to use online coupons or discount codes. In fact, only 49% of Boomers say price is “very important” when making a purchase.

One key takeaway from this information is that if you’re able to demonstrate your product’s value, Boomers will buy it with confidence and without having to be swayed with discounts and incentives (although those are always a nice touch). Your marketing and any other educational content you produce should always showcase the benefits of your product in such a way that your prospects will know it’s a worthwhile investment.

An example of this can be seen in the ad below that we created for Clark Retirement Community.

There were several benefits of life at Clark that we were able to highlight in this ad. The most important of those benefits was the numerous home and lifestyle options for seniors to choose from.

Rising Health Care Costs Present Opportunities for Lifecare

Education, housing and health care account for the three expenditures Baby Boomers spend most of their income on. Of the three, health care is expected to be the biggest annual expense for Boomers during retirement. In fact, Morgan Stanley predicts that Boomers will spend 3.4% more on health care costs than their parents did.

Rising health care costs present a significant opportunity for senior living communities, especially those offering lifecare options to residents. Long-term care costs are a concern for Baby Boomers. While we almost always recommend leading with lifestyle in your marketing, it’s important to educate and build the value of your community’s product during the sales process.

Successful marketing often appeals to a prospect’s emotional attractors to help them arrive at a logical decision.

Many Boomers are concerned — even fearful — that their finances won’t cover their care costs throughout retirement. If your community offers services that will help alleviate that fear or provide Boomers with easier access to health care, promote them as part of your sales strategy.

There’s also an opportunity for communities that don’t offer lifecare, but are instead fee-for-service. The lower entrance fee costs that fee-for-service communities offer may be appealing to younger Boomers who may not be as concerned with a community’s health care offerings as their older counterparts. In this case, you’ll be able to attract younger residents with a comparable lifestyle to CCRCs, but at a lower price point.

Declining Consumption Increases Discretionary Income, Makes City Life More Appealing

While Baby Boomers hold most of the country’s spending power, they’re spending less in some of the key consumption categories like transportation and apparel retail. This leaves more money available to spend in consumption categories related to experiences.

Referring to the latest Consumer Expenditure Survey from the Bureau of Labor Statistics, Marketing Charts provided insights on how Boomers are divvying up their yearly expenditure across consumption categories. While Boomers don’t lead in any of the categories, we’d suggest keeping your eye on entertainment and travel — areas where Boomers are expected to increase their spending.

It’s no wonder many developers are choosing to build new communities in urban areas. Seniors are moving to the city due to the convenient access they provide to entertainment and health care, and developers have taken note. CCRCs in the city provide them the opportunity to downsize, explore the attractions in the city and lock-and-leave as they see fit.

Not every community has the luxury of being in a city though. If your community is located further away from the attractions prospects are looking for, you may consider investing in experiential programs that will bring the entertainment to your community. Creating original programming that’s unique in your market and highlighting some of the “best-kept secrets” in your area are good first steps.

There’s Uncertainty Regarding Long-Term Finances

Boomers have the money now, but will they have it later? A new Provision Living Senior Communities survey found that Baby Boomers should have at least $574,000 saved for retirement, but those who took the survey reported an average of $276,000.

This lack of savings is a roadblock for seniors in their retirement planning, especially when considering that many Boomers have stated that their ideal retirement age is 64. Needless to say, many people in this cohort are behind the eight-ball when it comes to getting caught up on their savings.

The Great Recession hit Boomers especially hard, and much of this cohort has struggled to make up for the losses in their remaining working years. So, while $276,000 or so in savings is nothing to sneeze at, it’s not enough to cover the entrance fee at most traditional senior living communities, nor years of subsequent monthly fees.

Ten thousand Boomers are expected to reach age 65 every day for the next 19 years and only 55% of them say they have “some” retirement savings. A growing number of people will be looking to senior living developers to provide adequate housing options.

There’s an opportunity here for senior living developers to cater to the underserved middle market. This middle market has been defined as older adults with annual household incomes between $36,000 and $107,000 according to LeadingAge’s Addressing the Gap in Senior Housing Today whitepaper.

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The post Current State of Baby Boomer Finances appeared first on Creating Results.

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As the weather continues to warm up, the Creating Results team to is excited to hit the road for various conferences and shows in the coming months. Up next, we’ll be in Virginia Beach, Virginia, for a keynote address about social media marketing by yours truly at the Coordinated Services Management (CSM) Seminar which will be held April 17-18.

During this keynote, titled Social Silver Surfers: Their Digital Preferences & How to Effectively Engage with Them on Social Media, I’ll be sharing with team members from all of CSM’s communities how senior living industry providers can leverage social media to engage prospects and tell their brands’ stories. Here are a few tips for social media marketing that I’ll be sharing during my presentation.

Social Media Marketing 101: Meet Your Prospects Where They Are

You’ve made the decision to dive headfirst into the social media marketing game. Now what? It may be tempting to try a little bit of everything. And while, in many cases, we encourage our clients to reach out to prospects through various channels, when it comes to connecting with adults ages 55 and over on social, Facebook is your best bet, per our national Social, Silver Surfers study.

Of those who participated in the survey, 92% responded that they use or have tried Facebook. We can officially say that Facebook has become a part of the daily lives of older adults! Survey results show that the same can’t be said for other social media platforms including Twitter, Instagram or Pinterest — at least not yet.

Facebook is a powerful tool for every marketer to have in his or her arsenal, especially in the senior living industry. It can be used for lead acquisition and nurture. If your goal is to acquire prospects, you can run paid campaigns that allow you to target your desired audience based on various demographic specifications, including geography and age.

The real fun comes when nurturing prospects — whether they were acquired through paid campaigns or started following you organically. This is where you can engage with your customers directly, respond to their questions and feedback and give them more information on your brand through storytelling. Speaking of which …

Capture Prospects’ Imaginations with Your Brand’s Story

With Facebook’s ever-changing algorithm, it’s becoming increasingly challenging for advertisers to reach their audiences organically. That’s why creating content that captures your audiences’ attention is more important now than ever.

Social media users from both younger and older generations have become desensitized to the constant spate of advertising that bombards their newsfeeds. But the research shows that consumers struggle to turn away from a good story.

Think of some of the remarkable happenings in your community — how can you re-purpose them into a story that highlights your brand’s mission and shared on social media? Does your community have a resident that goes above and beyond to give back to the community? Maybe you have a resident that’s a bit of a thrill seeker and just accomplished his or her lifelong dream of skydiving. These are the types of stories you should be sharing with your social media audiences to engage them.

Giving Social, Silver Surfers the Content They Want

You can create several types of content to capture your audience’s attention. Each will allow you to tell your brand’s story in its own unique way.

Baby Boomers are just as receptive to video content as younger generations. As such, we always recommend incorporating videos in your social media marketing strategy when possible to showcase your community’s lifestyle. Post videos of residents being active and having fun, and provide a caption to add another layer to the story. You can even go a step further and use Facebook Live to provide a real-time look at a community event. Is the community’s bowling team one strike away from maintaining its undefeated streak? Turn on Facebook Live and let your followers join in on the historic moment!

You don’t only have to rely on video though. Images in general tend to get more engagement from prospects. Why not provide an infographic or some other type of visual that shows prospects the benefits of life at your community and provides them with the information they’re looking for?

You can even take a more back-to-basics approach and engage your followers with text-only posts. Encourage them to comment with questions they have about a certain topic related to senior living, or about a completely unrelated topic (who are you rooting for to win the big game?).

This post from a life plan community in Arizona got 15 comments from followers! After all, who doesn’t love to talk about their dog?

Don’t be afraid to mix it up when it comes to posting on social media. Varying your content will help keep your posts fresh and compelling for your audience.

Don’t Let Your Content Go Unseen

The more people engage with your content, the more priority it will take in your audience’s Facebook newsfeed. There are five main factors that determine the extent to which your brand’s content will be seen on social media:

  1. Comments: Compelling content garners comments, thus improving your posts rankings in newsfeeds. In addition to storytelling in your posts, we encourage you to include questions and write about timely, relevant topics that interest your prospects and will entice them to add their two cents to your post.
  2. Reactions: Facebook offers its users the opportunity to express their feelings about a post in a variety of ways. There’s “like,” “love,” “angry” and a few other reactions, each represented by its own emoji. The more positive the reaction, the bigger the boost your post gets. Share those positive stories with your audience and watch those “loves” and “likes” from your audience extend your content’s reach.
  3. Comment Replies: Replies indicate that your post is inspiring conversation between your audience members. They may even start tagging their friends who don’t follow you to join the conversation, thus organically exposing you to a wider audience.
  4. Sharing Links Through Messenger: If someone shares your post directly with someone else, it shows that they think the information is relevant to that person. As such, your content will reach an additional, more targeted audience.
  1. Engagement Through Shares: Your content receives yet another added boost when someone shares your post and people they are connected with engage with it — be it through liking, commenting or other means.

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The post Seducing Seniors with Social Media — A Keynote appeared first on Creating Results.

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Is the senior living industry prepared for the 88 percent of Baby Boomers that haven’t yet been enticed to consider a community? And how will it cater to the needs of the underserved middle market? This month, we examine the current outlook for middle-market Baby Boomers, as well as some of the challenges they present and solutions for meeting their needs.

1. Middle-Market Boomers Lacking Retirement Savings

Here’s a sobering statistic: 79% of middle-income Baby Boomers have no retirement savings. Even more sobering, only 4% of the remaining 21% have more than $100,000 in savings.

McKnight’s Senior Living presents the key findings of the latest survey on Baby Boomer finances conducted by The Blackstone Group.

2. Demand Will Be There, But Supply Won’t Be

A rapidly aging population, rising operating costs and frozen federal subsidies are combining to form the imperfect storm for Boomers in the middle market. With the impending “silver tsunami,” who will be able to capitalize on strong demand with an innovative approach?

Find out more in this Boston Globe article.

3. Multi-Brand Strategy Makes Its Way to Senior Living

Could a multi-brand strategy become the next big trend in senior living? Industry experts predict providers will follow the examples of Marriott and other global companies by creating a family of brands catering to the low-income, middle-market and high-end segments.

Find out what the experts have to say in this Senior Housing News article.

4. Boomers Are More Prepared for Death Than Life

Eighty percent of Baby Boomers have begun planning for when they pass away. And yet, less than a third have planned for their retirement care needs.

Learn why Baby Boomers are reluctant to plan for their long-term care needs in this Market Watch article.

5. “Affordable” Housing Isn’t So Affordable for San Francisco Seniors

A flawed formula is making “affordable” housing unaffordable for San Francisco’s seniors. Is the city’s affordable housing infrastructure emblematic of a much larger problem on the national level?

Find out more in this San Francisco Examiner article.

Get More Insights with eNews

Sign up for eNews to keep up with the latest mature marketing insights, as well as the latest trends in the 55+ and senior living industries.

Subscribe to eNews from Creating Results

The post Roundup: Middle-Market Boomers’ 5 Most Pressing Needs appeared first on Creating Results.

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