Senior Living Branding
& Marketing Agency Specialists

Serving those who serve the senior community.

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Do any of these senior living branding,
marketing and sales challenges sound familiar?

You need to differentiate your communities from competing properties...
The range of senior living communities is as diverse as the seniors who call them home. To set your community apart, you need a unique brand position based on your unique differentiators. You need to know what your competitors are doing and saying about themselves. More importantly, you need to understand what you do better and differently from everyone else.

Of course, it can be tough to see both your competitors and yourself objectively when you’re in the thick of managing your community. An experienced marketing partner with expertise in branding, research, and senior living can make all the difference.

You want to accelerate the senior living buyer’s journey but aren’t sure how...
Once you’ve determined your audience and positioning, you need to determine the right strategy and messaging to move them. This is where a partner well versed in traditional and new media can help. The senior living audience consists of both potential residents, their families and caregivers, making an omnichannel approach the best option.

Streaming video and audio, digital, print, direct mail, lead nurturing, email, inbound/outbound, web, outdoor, and social media all have their place in a smart senior living marketing strategy. And a smart marketing partner will know how to tailor your message to each audience at every stage of your sales funnel.

You know your media mix could work harder but you’re not quite sure how...
You’ve locked in your messaging. Now, what?

At Dovetail, we’ve seen great success using a variety of channels, customized to the unique character and demographics of each community:

• Geotargeted digital and social media ads
• Personalized direct mail with personalized landing pages (PURLs)
• Microtargeted print, video, and radio
• Spanish language marketing
• Websites optimized for SEO and SEM

As crucial as your media channels are, it is also critical to know when, where, and how often to reach out to your target audiences. Research indicates that potential residents and families prefer to be contacted by phone and voice mail. They are most likely to respond to calls or other forms of communication around 10:00am. And, it takes multiple contacts over time to move them to take action.

You’re looking for a better way to measure success and report outcomes to investors...
Never have the senior living and the marketing industries had more data at our fingertips. The challenge is: how can we most accurately collect and analyze the data to better serve residents and communities?

Demographics, economics, health trends, online analytics, media reach and frequency — with so many sources, it can feel like you’re drowning in a sea of data points. The right agency partner can help you make sense of it all, from determining the best tracking methods to helping you present the results in a clear and approachable way your investors will appreciate.

You want to keep your residents happily living in your properties...
Retention program, referrals, ongoing communication with your residents, encouraging them to encourage friends and family to visit.

In senior living marketing, the job doesn’t end once a contract is signed. If your community offers more than one level of care, a retention program can help ensure your residents remain in their new home even as their needs change.

As for getting new prospects into your sales funnel, few tactics are as effective as an honest testimonial from a happy resident. A smart referral program encouraging recommendations from residents and their families can be among your best sources for new residents.

Making connections. Driving leads. Raising occupancy.
We’re elevating the way senior living is marketed.

It’s no secret that Americans are aging. By 2060, people 65 and older will make up 25% of the U.S. population.

With advancing age comes declining health, diminished finances, isolation, and a reduced ability to care for oneself.


Or, does it?

The answer is… complicated.

While it’s true that 80% of adults 65 and older
have at least one chronic medical condition and
68% have two or more, it’s also true that today’s seniors
are healthier and wealthier than previous generations…

They are more engaged in improving their own nutrition and health. Their consumer spending power is greater than that of 18–39 year-olds.

And, they are living longer, more active lives. Among the champions making this possible is the rapidly growing senior living industry.

The team at Dovetail is proud and honored to apply our decades of collective marketing experience
and digital expertise to connecting seniors and their families with the perfect senior living communities
while helping exceptional communities find new residents.

How can we serve your community and future residents?

Allegro Senior Living
Brand Study

A diverse group of senior living communities
was looking for a brand reimagining…
We delivered that and much more.

A growing need brings more opportunity…
and more competition.

To set your communities apart, you’ll want to take advantage of every tool and insight you can. That’s where Dovetail can help.

Growth in the number of people over 65 in the next 20 years
Growth in the number of people over 85 in the next 20 years
Online searches made every hour related to senior living communities
Expected growth in the home care market by 2024 (in billions)

If you’re facing any of the challenges above, let’s talk.

Dovetail helps clients create meaningful change by producing real value. Tell us about your needs, and we’ll see if we’re a good fit.

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