Senior living communities are a broad category of facilities that provide a range of housing and independent living services and treatment to the elderly (usually those aged 55 and up).

Importance of Senior Living Communities

  • Age 65 and older will grow from around 13% in 2010 to over 20% by 2030
  • 15% of 85+ year old live in senior living communities
  • The average resident in assisted living is 87 years old male and female
  • The United States home care market is expected to grow from $100 billion in 2016 to $225 billion by 2024
  • Senior citizens population in the US: 49.2 million
  •  Demand for a senior living has increased approximately 3% yearly
  • Approximately ½ of senior living residents experience major symptoms of depression


Senior Living Marketing Trends for 2021

Main regulations currently governing in senior living communities

  • Affordable Care Act (ACA) 
  • Home- and Community-Based Services (HCBS)Waivers
  • Americans with Disabilities Act (ADA)
  • Medical Expense Deduction Extension (tax reform) 
  • Older Americans Act (OAA)

Independent living vs Senior living

Independent living

Cost: Month $2.8K
Yearly:  $34K

Assisted living communities

Cost: Month $3.6K
Yearly: $43K

5 Senior Living Marketing Trends to Watch

  1. Consistency is key
  2. Timely fulfillment and follow up on lead requests
  3. Optimize your website. Watching online reputation.
  4. Analyzing what is driving business
  5. Being open to a new idea

Senior Living and Senior Care Shoppers Often Begin Their Journey Online

  • Search engines are used by 75% of senior living customers to find options. 
  • When searching for a nursing home, 83% of people did not have a specific provider in mind. 
  • The number of senior citizens looking for “senior living” has increased by 15% in the last year. 
  • Every hour, 6,000 online searches for senior care are conducted in the United States. 
  • The website is the most powerful outlet for 68 percent of senior living marketers.
  • A senior living lead costs on average $431. 
  • Senior living leads have a 30% conversion rate, and advertisers invest upwards of $400 per lead. 

Consumer Journey Is Growing Increasingly Fragmented

  • An independent living resident’s average sales period is 120 days. 
  • After two years of searching, 47% of independent living residents find a place to live. 
  • Converting senior living customers takes an average of 25 touches. 
  • Senior living web leads have a conversion rate of just 23% on average.