Internet marketing is an essential piece of the business puzzle today, but it's not something that every industry can approach lightly. If your target market is the senior demographic, you're probably already well aware that your approach to internet marketing takes a certain finesse.
Related Blog: Why Florida Retirement Communities Need to Invest in Online Marketing
Here are a few things to keep in mind as you're creating your internet marketing strategy:
Be Active with Your Activities
It's no secret that many seniors put activities at the top of their lists when they're searching for a retirement community. If you're hiding all of the great activities that your community offers somewhere in the depth of your web pages, or worse, if you aren't advertising them anywhere at all, you're likely losing out on a good amount of attention. Post your activities in an easy-to-find place on your website, and make sure the format you use is clutter-free. Actively post new events and upcoming activities, and post any photos of your community's residents (with their permission, of course) while they attend various activities.
Target the Children of Seniors
The majority of the time, it is not the seniors themselves who are searching for a senior living community, but rather their concerned children trying to find the best home for them. The children of these seniors are also more likely to know what to look for in a senior living community than their parent, and will be expecting to find all the information they need from your website.
Entice with Your Floor Plan Options
There's a fine line between being too visible and being frustrating to potential new residents. On the one hand, you want to show that you have ample options in terms of floor plans, but bear in mind that teasing with layouts can be a great tool used on inbound marketing for retirement communities. If you only have a few different floor plans, consider describing them with words and utilizing lead form for people who want to see what the layouts look like in picture form. If you have many different floor plans, tease with images of a few, and use a lead form inviting viewers to see the entirety of your layout options.
Embrace Imagery
Pictures say a thousand words, particularly when you're talking about a place people could potentially call home. Use well-placed pictures in your website to promote a vibrant, welcoming feeling throughout your community. Take the opportunity to show all aspects of everyday life so visitors to your site can get a feeling for what it truly feels like to wake up in the morning and wander around your community's campus. Think about things you would want to see if you were shopping for your own new home, and showcase those spots brightly.
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