Americans’ longer lifespans impact many aspects of the economy. Senior consumers spend money across categories in unique ways. One vertical that aligns specifically with an aging population is the demand for senior living facilities. This creates an opening for senior living advertising campaign revenue for local media sellers.

Let’s review information about this demographic. You’ll find tips and ideas on how to prospect, pitch and win in this vertical.

An Aging Population

The segment of the U.S. population 65 and older will grow 47% from 2022 to 2050. That statistic is future-looking, but today’s U.S. residents are older than ever. The median age for the population was 38.9 in 2022, compared to 30 in 1980.

The demographic is also growing more racially and ethnically diverse. Other notable attributes of this segment include:

  • They are more educated.
  • Seniors are working longer.
  • Poverty rates for this age bracket dropped.
  • More older adults are living alone.
  • Health issues are on the rise, with more seniors at higher risk of chronic diseases. Many have more than one, as well.

These trends influence how seniors make purchasing decisions.

Seniors and Purchasing Decisions

The digital evolution has become the norm for seniors. Those who weren’t embracing online research and purchases adapted more quickly during the pandemic. More older Americans shopped online and used the internet for banking, services and more.

While they’re not digital natives like younger groups, it would be inappropriate to call them digitally inept. According to data, seniors have made these online purchases:

  • Transportation
  • Clothing
  • Telephone services
  • Household goods
  • Accommodations
  • Software
  • Financial products
  • Food delivery

Senior living decisions don’t convert online, but they do start there. Research suggests that 47% of these buying decisions take two years or longer.

Being top of mind is essential for these businesses. That’s why senior living advertising should include many tactics — digital and linear.

Senior Living Advertising Campaigns: Targeting Seniors and Influencers

Seniors aren’t the only ones involved in this decision. Often, adult children influence it. Depending on the senior’s health, they may own the entire decision. For example, those seeking memory care facilities are caring for those with dementia. In that scenario, family members are selecting the provider.

Thus, you’ll want to understand whom the organization sees as the target market. Do seniors, their families or a combination of these ultimately choose them?

This will affect targeting criteria, including demographics, interests and past online activity.

What Channels Are Best for Senior Living Advertising Campaigns?

Beyond targeting, the next important part of senior living advertising campaigns is which tactics to use. Based on whom the advertiser wants to reach and their industry, these are options to include in proposals and conversations:

  • Email marketing: Entering the inbox can be a great way for senior living facilities to share information and drive traffic to their website.
  • Geofencing: Fencing locations where seniors spend time would serve up these location-targeting ads.
  • OTT/CTV: Half of those 65 and older watch streaming content monthly, so the audience is there. Plus, OTT/CTV is more targeted than traditional TV spots.
  • Facebook: The OG social media platform is the best option for connecting with those 55 and older.
  • Radio: Nielsen reported that 92% of people 50 or older listen to broadcast radio.
  • SEM (search engine marketing): Seniors and their families will use search throughout the buying journey, so including campaigns here will be critical to capture those with purchasing intent.

Building a Senior Living Advertising Campaign

With targeting and tactics addressed, it’s time to design a campaign for senior living advertising. Here are some tips on creating one.

  • Ask the right questions: Find out how large the facility is and their goals for filling vacancies based on their forecasting.
  • Help them define their ideal customers: Discuss with them the attributes of their “best” customers and how they made their decisions. Do this for seniors and family members.
  • Discuss long-term campaigns: Since senior living buying decisions are long, propose campaigns that run a year.
  • Determine what a lead means to them: There won’t be advertising conversions because it’s not a simple solution to purchase. Instead, work with the organization to document what a lead means to them, such as someone completing a form or booking a tour.
  • Share potential campaign themes: These should align with their brand positioning and highlight why their facility is unique. Social proof, like reviews and testimonials, is always an excellent strategy. The property itself could be as well, emphasizing updates and amenities. Services such as how they help residents manage chronic diseases will also be important.
  • Review their current website: The company’s website will need forms, landing pages and other pages that will act as the landing page for their digital campaigns. They want to set these up to ensure that attribution from those ads is accurate.
  • Ensure they know it’s not a set-it-and-forget-it campaign: No matter the tactics you recommend, optimizing them throughout the campaign matters. For example, SEM conversion-based optimization includes allocating budget to the ad copy and keywords that drive the most clicks.
  • Show them how you’ll disclose results: Reporting on senior living advertising campaigns should be clear and accessible. You can share examples so they know what to expect and what the metrics mean in terms of ROAS (return on ad spend).

High Demand Translates to Opportunities for Senior Living Advertising Campaigns

As the population ages and the makeup of that demographic changes, the demand for senior living facilities will continue to rise. As a result, you’ll have opportunities to capture more ad dollars from the industry. By understanding the market, knowing the tactics that work and developing a strategy, you can achieve some revenue wins.

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