One of marketing’s key challenges is reaching audiences when they’re attentive to receiving it. In some industries, it’s obvious, like with seasonal products, but it can be trickier when trying to earn residents or clients amongst senior living facilities. However, this industry does have peak seasons that are optimal for launching senior living marketing campaigns.
Consumers for this industry are most receptive at the end of the year, making Q4, or the fourth quarter of the year, the prime time for companies to achieve their senior living consumer reach. Senior living communities and related services target older adults and their families, and the year’s end presents a unique opportunity to connect with this demographic.
In this post, we’ll go over the unique trends of senior living marketing that make the end of the year the best time for its marketing campaigns. Here are the key reasons why this time of year is ideal for reaching senior living consumers.
Family Gatherings and Holiday Seasons
The year's end includes significant holidays like Thanksgiving, Christmas, Hanukkah, and New Year's Eve. These events tend to bring families together, where discussions about the well-being of older family members are common. Family members who don’t see each other regularly get a chance to converse and catch up and may use this opportunity to address their senior loved ones' future care needs. Especially for those with older family members, discussions of senior living facilities and services are often top-of-mind.
Healthcare Plan Renewals
Those relying on health insurance, including Medicare, rely on their yearly trends and open enrollment periods. These months are the typical enrollment and change periods for insurance plans. Seniors and their families often review their healthcare coverage and make changes during this time. Senior living providers have an excellent opportunity to communicate their offerings and services to those potentially seeking long-term care options and sharing what coverage your facility falls under signals to those eligible for assistance to look into your facility for care options, helping them speed up the process of finding a suitable facility within their means.
As the year draws to a close, people tend to reflect on their goals and plans for the future. These reflections may include discussions about housing and care options as they or their parents age for the coming year. Marketing and outreach efforts during this quarter can tailor messaging to this planning mindset, positioning it around proactivity and looking ahead. Increasing brand awareness amongst likely senior living demographics makes your facility stay in their minds, letting them make natural connections as they think through their plans.
The start of a new year often comes with resolutions and a fresh outlook on life. Some seniors and their families may aim to explore senior living options or make decisions about future care arrangements, making Q4 an opportune time to provide information and support.
Financial aspects play a significant role in senior living decisions. Many individuals and families consider the financial implications of senior living options, and the fourth quarter is when they may be looking at their tax situation and financial planning, which is an ideal time to provide information about the financial aspects of senior living arrangements. Launching information campaigns through content on your site or sponsored content makes it easier for them to find when looking.
Availability for Visits and Tours
Seniors and their families may have more time to visit and explore senior living communities during the holiday season when work and school schedules are often more flexible. Families will often tour facilities with multiple relatives to see what the facility is like and ensure it’s a good fit for their loved ones. Hosting open houses, tours, and events during this period can attract potential residents and their families. Putting additional staff towards conducting tours helps ensure you make a great impression on prospective residents to show off your senior living facility.
Marketing and Promotions
The end of the year and Q4 often see increased advertising and promotional activities as businesses strive to meet their annual goals. Senior living providers can utilize this competitive marketing environment by running targeted campaigns and promotions to attract potential residents and their families. Their marketing has a chance to stand out by offering different messaging while still drawing on the themes of family and togetherness. Running campaigns on multiple platforms helps to make it easier to connect with your demographic as their focus shifts. For instance, running awareness campaigns during the holidays introduces audiences to your brand. The holidays are busy, so continuing through the new year with online campaigns sharing content and information encourages residents to follow through and learn more about your facility.
Connect with Future Residents in Q4
The fourth quarter presents a golden opportunity for senior living facilities to reach their target consumers effectively. That requires timely, targeted campaigns to stand out and resonate with audiences in a competitive marketplace.
At McClatchy, we excel in creating specialized marketing materials that align with the unique rhythms of your industry. With our expertise, we aim to help your facility connect with potential residents and their families, ensuring your message hits home when it matters the most.
Learn more about how McClatchy can elevate your marketing efforts today.