07.08.2020

Marketing & Creative

Five Tips for Marketing Senior Living in 2020 and Beyond

3 min read

Tasneem

The senior living industry, like many others, has faced a 'new normal' with COVID-19. In this blog post, Tasneem Rossouw, Digital Copywriter at Huble Digital, provides five top tips of how you can future-proof your senior living brand strategy. 

The year 2020 has set a new normal in almost every industry, and nowhere more so than in senior living. Operational demands have shifted. For example, new standards of care required by the COVID-19 pandemic has impacted how communities assess occupancy rates and affected traditional marketing tactics such as scheduled community visits. 

As a result, ensuring optimal occupancy and engagement is one of the top challenges of 2020 — so why not future-proof your brand with senior living marketing efforts that acknowledge and transcend them?

Here are five tips to help you build that strategy:

Plan for the unexpected

Your plans for marketing your senior living community probably didn’t include how to manage during a global pandemic like COVID-19. And that’s not your fault — no amount of trends forecasting blogs could prepare us as a society for even just the first six months of 2020! Brand resilience now relies more on your ability to adapt quickly and efficiently to changes that global events demand. 

For example, in the wake of health precautions sparked by the COVID-19 crisis, senior living communities that quickly stepped in with virtual tour experiences were able to maintain the quality of their buyers’ journey for prospects. Dive into how COVID-19 has changed the face of the senior living industry in this Barron’s article, and how your marketing efforts can be adapted to meet them. 

Embrace what remains the same

Life is characterised by change, but some things that make a senior living marketing strategy effective, remain the same. The role technology plays in optimising your marketing efforts cannot be overstated — it was important before, and it’s even more important now.

For example, family values and authentic social connections remain at the heart of your community, and technology helps you keep those bridges of communication open for residents and their loved ones. Sharing how you use it to facilitate connections assures prospects of your brand’s continued warmth even during times of necessary social distancing. 

Address stakeholder concerns head-on and be a solutions-oriented brand

Recent economic and social crises have had a demonstrable impact on how senior living communities are run. While some may not affect your marketing campaign, others, like the COVID-19 pandemic, may require open acknowledgement. Communities that talk about the challenge, how it impacts their residents and staff, and what they’re doing to address it, will build more brand trust than those who pretend it’s business as usual. 

This blog post by Senior Housing News shares how marketing teams have adjusted their strategies in the face of COVID-19, partly by addressing concerns around the perceived infection risks of community living and adapting rather than denying.

Know what to leverage with digital transformation 

Embracing the right technology can improve both the efficiency of your internal marketing operations, and foster new ways of connecting with prospects. For example, with the outbreak of COVID-19, best practice suddenly meant all staff that could, worked remotely, and that community visits for potential sign-ups went virtual. A resilient marketing and operations strategy will equip you with the hardware and software you need to make, and sustain, these kinds of shifts.

Partner with marketing technology experts

The strategic savvy that the post-2020 industry requires, coupled with the increasing need for digital transformation, can leave you feeling overwhelmed. After all, these come over and above the usual stressors that accompany meeting your occupancy quotas. A strategic agency partner can match your needs with technological solutions to put your message in front of your target audience, at the right time. 

At Huble Digital, this is what we live for. As an Elite HubSpot Solutions Partner, we’re always available to discuss your business challenges and propose solutions to optimise your customer experience and help you build a resilient business core. Chat to one of the team and future-proof your senior living business smartly and efficiently.

Generate Demand & Build Brand Equity

Partner with Huble, a HubSpot marketing agency that understands the balance of strategy, creativity, and technical expertise. We help large and mid-market companies leverage HubSpot to elevate their marketing efforts.

Latest Insights

Marketing & Creative

5 min read

What HubSpot users get wrong about AI and data readiness

Most HubSpot users aren’t AI-ready due to fragmented data. Discover how Huble helps unify your data and turn AI ambition into real business results.

Read more

HubSpot Implementations

12 min read

5 workflows for successful lead management in HubSpot

How can you ensure successful lead management with HubSpot? Easy - with workflows. Find out what workflows you need and how to set them up.

Read more

Marketing & Creative

5 min read

The Website for One: Why your data needs to work before your AI does

Learn how to unify and clean data across HubSpot and Amplitude to improve CRM accuracy and drive smarter customer engagement.

Read more

Websites & Portals

10 min read

Overcome poorly built websites: how to fix and optimize your CMS

Struggling with a complex, outdated website? Discover how to fix broken foundations, streamline your CMS, and unlock faster, smarter digital execution.

Read more

Sales & Revenue

5 min read

How to use HubSpot's Deal Inspection View

In this article, we explore the Deal Inspection View, its impact on sales pros, and its focus on analysing deal health and velocity.

Read more

Marketing & Creative

7 min read

Only 8.6% of businesses are fully AI-ready - join the few that are

Only 8.% of businesses are AI-ready. Learn how to prepare your data, stack, and strategy now to lead the AI race in 2025. Start your roadmap today.

Read more

Marketing & Creative

8 min read

The cost of bad data: why AI is failing 3 in 4 businesses

Poor data is derailing AI for 3 in 4 businesses. Learn why fixing your data foundation is key to unlocking real ROI from AI.

Read more

Sales & Revenue

9 min read

How to Build a Monthly Recurring Revenue Pipeline in HubSpot

Is your sales pipeline and forecast in line with your business plan and projections? Find out — build a recurring revenue pipeline in HubSpot.

Read more

Marketing & Creative

9 min read

How to build your customer journey map into HubSpot

How to effectively create a customer journey map and how a Hubspot Marketing Consultancy can help you build it into Hubspot.

Read more

HubSpot Implementations

8 min read

Use mergers and acquisitions as a trigger to switch to HubSpot

Explore the advantages of migrating to HubSpot during M&A, includes real-world examples of successful HubSpot migrations during mergers and acquisitions.

Read more