When looking into assisted living, there is a gap between what adult children want for their parent(s) and what the prospective resident wants for him- or herself. For instance, adult children are mainly concerned about safety and health, while the prospective resident is more concerned with maintaining their lifestyle. While the adult child can play the role of influencer in the decision-making process, the parent makes the final decision.
Guiding Adult Children
Marketing in assisted living can be thought of as guiding potential clients with information that speaks directly to both adult children and parents. When it comes to adult children, point out all of the safety features throughout the entire community, both inside and out. During the tour, point out lighting systems, alarms, emergency call systems and fall prevention technology. Reassure adult children that their loved one will receive the best care as they age in place. These two topics will provide the peace of mind they want.
Selling a Lifestyle to the Parent
Today’s assisted living is well-suited to provide what the prospective resident is looking for, mainly a continuation or improvement of their lifestyle. Paint a picture of what a day in the life of the community looks like. Focus on entertainment, social events, the dining experience, health and wellness services, and any higher-level concierge services available in the community. The marketing team is now selling a lifestyle characterized by independence, a positive and fun environment and a good quality of life.
Final Thoughts on Marketing Assisted Living
Marketing assisted living to adult children and their parents is a delicate balance between providing information that each party will find most important. While adult children care mainly about safety, most prospective residents place lifestyle and independence above safety and want to know how they will spend each day in their new home.