Senior Living Branding
& Marketing Agency Specialists

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.

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’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.

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.

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.