Who Should I Market To?
After your significant investment of time and resources required to develop a senior housing community, you want to make sure that future residents will be educated about the new housing option available to them. Maxfield Research recommends that you employ a strategic marketing plan that uniquely addresses the various individuals and groups that are part of a senior’s decision to move to senior housing alternatives.
These groups include the following:
- Family members (often adult children) become increasingly involved in the care and well-being of their aging loved one. These individuals are typically the first to notice (or at least name) the effects of aging, need for additional care, and housing and service options available. In addition to prompting the senior to consider housing and service options, family members often desire to locate their loved one near their primary residence, which is critical when targeting specific geographic areas for education and marketing purposes.
- Individuals and groups involved with the care of and services for seniors often are a primary source of referrals to senior housing developments. These groups include physicians and practitioners, hospital discharge planners, home health care providers, local Agencies on Aging, churches, and senior centers. Some of these individuals will build affiliations with specific senior housing developments while others offer unbiased resources that summarize the various options in a given area.
The concluding takeaway is to cast a wide marketing net that is strategic about how you market and to whom. Make sure to educate and market to all parties involved with a senior’s housing decision, including future residents, family members, and other individuals and groups who provide care and services to seniors.
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