The number of seniors continues to grow every year as the Baby Boomers are hitting their golden years. This demographic shift has put more emphasis on businesses serving older adults, including senior living facilities. Your business should know about senior living marketing to help present itself to potential clients.
Buyer personas can help you when it comes to senior living marketing.
What Buyer Personas Do You Need for Your Senior Living Business?
On the surface of it, the buyer persona for a senior living business seems obvious. The older adult. However, individual seniors have different needs. And senior living communities provide different levels of service depending on those needs.
Seniors who want to maintain their independence without the worry of home maintenance have different needs than seniors who have advanced medical needs which require 24-hour-nursing care. Facilities which offer different levels of care need to have personas for each level offered.
Another persona to consider is the spouse of an ailing senior. The spouse may no longer be able to handle the advancing medical needs of his or her partner. The healthy spouse’s concerns must be considered along with the needs of the ailing senior.
Adult children also play a significant role in many older adults’ lives. Seniors often need assistance with financial and living decisions. Effective marketing in the senior living industry must consider the needs and desires of these adult children.
How To Use Buyer Personas for Your Senior Living Business
Effective marketing to the senior living market means building trust. That is where you start leveraging your buyer personas. Here is how you do it:
- Create content that addresses each persona’s needs or questions. For example, do a series of blog posts addressing common questions asked by adult children looking for information on senior living options.
- Provide longer content which offers more detailed information. An eBook focused on helping adult children assist parents with housing decisions is an example of this. This is the point where you can gather their contact information.
- Send personalized emails. Once you have a contact’s name, it is important to address them in a personal way. If you have more information, like what level of care the adult child’s parent needs, you can focus the marketing even more.
- Use the persona’s personal communication preference to your advantage. One detail you should capture for each persona is the preferred method of communication. Many older adults know how to use email, but prefer phone calls.
- Remember to track each of your marketing efforts closely. Some of your senior living marketing efforts will not be successful. When you see something is not working, stop and move to the next.
Senior living marketing is more effective if you have detailed buyer personas in place. It helps you be more conscientious of the needs your clients have. That helps you build trust and makes your marketing speak in ways it did not before.
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