The senior living industry is evolving fast—but unfortunately, many marketing strategies are stuck in the past. At SSDM, we’ve worked with senior living operators across the country, and we’ve seen firsthand what works… and what definitely doesn’t.
Whether you’re still chasing cold leads with phone calls or hiding your pricing like it’s a state secret, it’s time to rethink the way you’re connecting with today’s senior living buyer.
Spoiler alert: They’re way more tech-savvy, research-driven, and brand-conscious than you think.
Here are three of the most damaging myths still lurking in senior living marketing—and what to do instead.
Myth #1: “Our customers don’t use digital channels.”
Reality: 83% of older adults are on social media—and they check their email daily.
Yes, you’re marketing to seniors and their adult children—but both demographics are heavily influenced by online research. If you’re still under-investing in content, email, social, or paid digital, you’re essentially closing your doors to prospects before they even knock.
Try this: Launch a monthly email newsletter with content tailored to both adult children and potential residents. Think: “5 Questions to Ask on Your First Tour” or “What’s the Difference Between Memory Care and Assisted Living?”
Myth #2: “We need to talk to them before they can understand what we offer.”
Reality: Today’s buyers expect to self-educate before they talk to anyone.
If your website requires a form submission just to see pricing or details about care levels, you’re alienating up to 80% of your potential leads. Transparency builds trust—and if your competitors are giving more upfront, they’ll be the ones getting the inquiry.
Try this: Create a content hub or FAQ section that outlines your services, care types, and even general pricing guidance. Bonus: Use video to humanize your staff and showcase your community culture.
Myth #3: “Lead nurturing isn’t worth it—if they don’t respond right away, they’re not serious.”
Reality: The average senior living decision takes 120+ days.
Expecting instant conversions is a fast track to wasted ad spend and lost revenue. Many operators make the mistake of hammering leads for 48 hours and then ghosting them. That’s not a strategy—it’s panic.
Try this: Build a multi-touch nurture sequence (think: email, text, and retargeting ads) that supports your prospect through each phase of their decision journey. Nurture = confidence = move-in.
Senior living isn’t just about real estate—it’s about trust, timing, and empathy. And if your marketing doesn’t reflect that, your occupancy rate will.
