Slingshot, LLC

About the Senior Housing Market


A Need-driven Decision

Affecting consumer behavior is a big task – especially when it relates to senior housing. The tipping point is usually need-driven, most often caused by a specific event.  So, the key to senior housing marketing success is to be visible and compelling when that need for senior housing or care arises.

Where They Start

While traditional advertising can build your brand, it is not an efficient way to reach active prospects. Consider this:

  • 79% of all senior housing prospects begin their search on the Internet.
  • 87% of people who contact a senior living center will check it out online, before contacting in person or by phone.

If you are not easily “findable” on the Internet, you have already fallen behind.

Your Best Prospects Aren’t Far Away

Most of your future residents are already near your community – more than 75% live within 10-15 miles.

There are two reasons why this is important to you:

  • Any advertising you conduct beyond a 10-15 mile radius of your community is probably wasted!
  • Your true competitors are those communities located within fifteen miles of your property.  Ultimately, your community will be judged based on how you compare to other senior housing options within fifteen miles.

Make It Quick

Once prospects find your website, the decision whether to include your community in their consideration set happens quickly. Over half will make a decision before leaving your home page. So, you must clearly demonstrate why your community is different and better than your competitors quickly.

The CIRCA 46 Four-Step Solution was created based on this thinking to establish your community in your prospects’ consideration set. To learn more about the CIRCA 46 Four-Step Solution, click here