SENIOR LIVING EXPERTS. BUILDING CONNECTIONS.
SENIOR LIVING EXPERTS. BUILDING CONNECTIONS.
SENIOR LIVING EXPERTS. By Julie Geiger, Account Manager, Solutions Advisors
As we continue to explore the dynamic senior living market, Solutions Advisors has delved into Roobrik’s invaluable “Know Your Audience Report.” This semi-annual survey, gathering insights from over 41,000 senior living prospects, offers a wealth of information on the decision-making process among seniors.
A key finding from the report is that a significant majority (52.6%) of respondents are making decisions about their future living arrangements independently. This reflects a growing trend of seniors asserting their autonomy and desire to maintain control over their lives, even as they age. It’s a testament to the resilience and determination of older adults who refuse to relinquish their autonomy.
As an agency specializing in senior living marketing, Solutions Advisors encourages clients to create marketing narratives that resonate directly with senior prospects, ensuring messages empathize with their perspectives and aspirations.
That being said, while most seniors are making decisions on their own, approximately a third (34.2%) do seek assistance from family members or friends. Of the respondents, adult children make up a significant 30%, stepping in as crucial advisors. Solutions Advisors understand the importance of framing marketing strategies with sensitivity towards this dynamic. We guide adult children to approach these discussions with empathy, focusing on understanding seniors’ needs rather than projecting their own preferences.
It’s important to note that those being assisted by family members likely fall into two primary categories:
1. Cognitive Impairment: Some seniors may have cognitive challenges that make independent decision-making difficult or impossible.
2. Emotional or Social Factors: Others might be hesitant to make decisions on their own due to emotional or social factors, such as fear of change or a lack of confidence.
For seniors in the latter category, it’s crucial for adult children to approach the situation with empathy and respect. Over the many years Solutions Advisors has marketed within the senior living space, we recognize that seniors often don’t identify with their “numerical age” or physical abilities. There is often a 10-to-20-year lag between current reality and believed capabilities.
With this in mind, rather than imposing their own preferences, adult children should strive to understand their parents’ needs and wishes. By listening attentively and offering guidance without being overly directive, adult children can empower their parents to make informed decisions about their future.
When it comes to the factors that influence seniors’ decision-making, the survey participants overwhelmingly cited the need for a “clearer picture of life at a senior living community.”
This aligns with Solutions Advisor’s long-standing recommendation to provide prospective residents with detailed information about the community’s amenities, services, and lifestyle. Sample programming schedules and dining menus can offer a helpful and illuminating glimpse into daily life at a retirement community and give prospects the assurance needed to proceed with a decision.
If you’re interested in learning more about how to effectively market your senior living community and cater to the needs of today’s seniors, we invite you to partner with Solutions Advisors. Our team of experts can provide valuable insights, strategies, and support to help you attract and retain residents.
Learn about the success communities have with Roobrik and other digital tools. Contact us today for a no-cost consultation by calling 866-342-2267 or filling out the form below: