With 80% of senior living prospects downloading a brochure or requesting printed materials before scheduling a tour, your community’s brochure is a critical marketing tool. However, if your materials are bland, generic, or outdated, they won’t inspire action.
A well-designed brochure should:
- Visually showcase your community’s lifestyle, amenities, and care levels.
- Answer common questions families have before booking a tour.
- Encourage action with clear next steps and contact information.
By following best practices in design and messaging, you can create a brochure that turns initial interest into move-ins.
What Every High-Performing Senior Living Brochure Must Include
Compelling Cover & Headline
Your brochure’s cover is the first impression—it needs to capture attention and create an emotional connection.
What Works:
- A clear, inviting headline that highlights the experience of living in your community.
- A warm, engaging image that reflects the vibrancy of resident life.
Bad Example: “Welcome to Our Senior Living Community” (Too generic, doesn’t inspire action.)
Great Example: “Experience a Vibrant Life at [Community Name] – Your New Home Awaits” (Invites prospects to envision themselves in your community.)
Stunning Photography & Visual Storytelling
Families want to see authentic, engaging images of real residents and community spaces.
Key Elements to Include:
- Residents engaging in activities and socializing.
- Beautiful dining areas, outdoor spaces, and living accommodations.
- Friendly staff interacting with residents to showcase the level of care and warmth.
Pro Tip: Avoid stock photos—families want to see real people in real settings. Using authentic images increases trust and engagement.
Clear Information on Living Options & Amenities
Families have specific questions about care levels, services, and costs. Make sure your brochure provides clear, structured information so they can quickly find what they need.
How to Structure This Section:
- Break down care levels: Assisted Living, Memory Care, Independent Living, Respite Care.
- List included services: Meals, housekeeping, medical support, social activities.
- Provide pricing & financing options in a transparent way.
Pro Tip: Use icons and infographics to make complex details easy to scan and digest.
Social Proof & Testimonials
Real experiences from residents and their families help build trust and reinforce your community’s credibility.
Examples of Effective Testimonials:
- From a Family Member:
“Mom is happier and healthier than ever—this was the best decision for our family.” – Jane D. - From a Resident:
“Moving here was life-changing—I’ve made so many new friends!” – John S.
Pro Tip: Video testimonials included in digital brochures boost engagement by 80% and provide a personal, relatable touch.
A Strong Call-to-Action (CTA)
A brochure should clearly direct prospects to their next step.
Best Call-to-Action Examples:
- “Schedule a Tour Today – Call [Phone Number]” (Encourages immediate action.)
- “Download Our Cost Guide & Compare Your Options” (Provides value and captures leads.)
Pro Tip: Make the CTA button stand out using a bold color and clear, legible font.
How to Make Your Senior Living Brochure Work for You
A well-designed brochure is more than an informational tool—it’s a powerful lead generation asset.
What to Do Next:
- Refresh your brochure design and messaging to ensure it’s visually compelling and informative.
- Offer a digital version on your website for easy access.
- Use your brochure as a lead magnet in PPC campaigns and email nurturing sequences.
The Result?
More inquiries, more tours, and more move-ins—all from a brochure that works as a conversion tool, not just a piece of paper.