International Council on Active Aging
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Power marketing efforts
A vibrant wellness program is a marketing advantage that informs the decision to rent or buy in an age-qualified community. Images of people involved in life tell a wonderful story to prospective residents, as well as to funders, local media and potential employees.
Lifestyle, amenities and choice are the strategies being used by senior living providers to maintain occupancy.13,14 As people age, health becomes their highest priority. By combining a variety of purposeful opportunities within multiple dimensions, wellness programs meet this need.
The next wave of residents, the Baby Boomers, assumes that physical and social activities will be available to them. Younger households ages 55–64 years are growing in interest in age-qualified communities. To meet this need, communities must continue to develop cultures and services that appeal to this younger group.35
From the perspective of desirable target markets, a national survey of adults 55+ found that the higher the household income and level of education, the more likely that social contacts and activities are given as a reason for moving into a retirement community.17
Over time, marketing for retirement communities may move from a reliance on direct mail and advertising (new communities) to word-of-mouth referrals from current residents, family and friends (established communities). Since very satisfied residents are four times more willing to recommend a community than residents who are just satisfied,6 it’s clear that lifestyle and amenities are powerful marketing tools.
Continued...Wellness makes business sense
