What are prospective residents looking for when choosing a community? They want to feel safe and that they will move into a comfortable environment where they feel at home. That’s the value of meeting face-to-face to answer their questions, alleviate concerns, and earn their trust. This is why hosting events – educational, entertainment or supportive in nature – to boost visits and engagement with the community and prospective residents – is so important.
Senior living communities also host events for residents who live there. These encourage social engagement with other residents and staff, mental and physical health, and overall spirit and community building. Events also offer families a good reason to visit and spend time with their loved ones. Community events contribute to a well-rounded and enriching environment, improving the quality of life for seniors in the community.
Events in Senior Living are also essential for marketing
Showcase the Community:
Events provide an opportunity to showcase the amenities, activities, and lifestyle the community offers. This helps potential residents and families experience the environment and culture.
Build Relationships:
Hosting events allows staff to interact with prospective residents and families, building trust and rapport, which can be crucial in the decision-making process.
Highlight Unique Offerings:
Events can highlight unique features or programs that set the community apart from others, such as specialized fitness programs, educational workshops, or cultural events.
Demonstrate Active Lifestyle:
By showcasing the active and vibrant lifestyle within the community, events can dispel common misconceptions about retirement living being dull or isolating.
Generate Good Buzz:
Successful and enjoyable events can lead to positive word-of-mouth referrals, as attendees share their experiences with friends and family.
Marketing professionals who work with senior living operators and owners should establish a solid calendar of “open to the public” events that target prospective residents and families. We recommend two to three each month designated as marketing events, where prospects and families can attend to get a feel for the community while being entertained or educated along with current residents. As socialization is one of the primary selling points for retirement communities, events offer a way to get a feel for the community, where prospective residents can answer the question “Can I see myself living here?”
Marketing professionals should also offer events that focus on issues adult children face because they can influence where their elderly parents or friends may eventually select. This might include an estate planning talk, tips for downsizing or how to pay for senior living.
Once an events schedule is determined, marketing professionals can promote them through the various channels to attract attendees. We recommend using an online RSVP system so attendee information can be captured as well as the number of guests that will be attending. And when people come, marketing and leasing professionals should be available to answer questions or provide impromptu tours.
Getting people to visit your community is half the battle. So do it right, and they will come!
As part of its marketing program designed specifically for senior living communities, Pivot Communication assists senior living communities to create and promote marketing events geared to attract prospective senior residents. Give us a call at 303.499.9291 to discuss or visit pivotcomm.com.
