As the senior living industry continues to evolve, one of the most significant shifts in recent years has been the way potential residents and their families research assisted living and independent living options. Gone are the days of relying solely on word-of-mouth referrals or printed brochures—today, baby boomers and their adult children turn to the internet as their primary resource. Understanding how these key demographics gather information can help senior living communities refine their marketing strategies to better reach and engage with prospective residents.
Baby Boomers: The Tech-Savvy Seniors
Baby boomers, individuals born between 1946 and 1964, are not just passive internet users—they are actively engaged in online research and decision-making. A 2019 Pew Research Center study found that 85% of baby boomers use the internet, and among those aged 74 to 91, nearly two-thirds are online. More recent data from 2023 indicates that 87% of adults aged 50 to 64 are active internet users, with 82% of those aged 65 to 69 also utilizing the web.
When it comes to searching for senior living options, baby boomers are not only looking for housing but also for services, amenities, and community culture. Studies show that nearly 70% of seniors use the internet daily, dedicating a significant portion of their time to researching health and wellness information, including retirement planning and senior living communities.
For senior living communities, this means that maintaining a strong online presence—complete with a user-friendly website, clear and informative content, and engaging visuals—is critical to attracting prospective residents.
Where Baby Boomers Look for Information
Baby boomers use a variety of online platforms when researching assisted and independent living:
- Search Engines: Google remains the dominant tool for research, with users searching for “best senior living communities near me” or “affordable independent living options.”
- Social Media: Facebook is particularly popular among this demographic, with 60% of adults aged 55 and older using the platform at least once a day. Senior living communities that invest in Facebook marketing, including targeted ads and informative content, can effectively engage with potential residents.
- Review Sites: Websites like A Place for Mom, Caring.com, and Google Reviews heavily influence decision-making. Positive testimonials from current or past residents and their families can boost credibility and trust.
- Community Websites: A well-optimized website with virtual tours, transparent pricing, and detailed service offerings is crucial in converting online interest into inquiries and visits.
The Role of Adult Children in the Decision-Making Process
While baby boomers themselves conduct much of the research, adult children play an equally critical role in the process. Studies indicate that over 90% of older adults who transition into senior living communities do so with assistance from family members or caregivers. In fact, adult children are involved in the research and decision-making process 73% of the time.
A key insight for senior living marketers is that when an adult child fills out a lead form, the likelihood of their parent moving into a senior living community triples. The move-in rate is 3.5 times higher for independent living and 2.5 times higher for assisted living when the inquiry comes from an adult child rather than the senior themselves. This underscores the importance of targeting family members in marketing campaigns and ensuring that content speaks to their concerns.
Why Adult Children Research Senior Living for Their Parents
The motivations behind adult children’s involvement often include:
- Health and Safety Concerns: Many adult children start researching senior living options after a health scare, fall, or hospitalization.
- Social Isolation: Family members worry about their aging parents living alone and lacking social interaction.
- Financial and Legal Planning: Researching costs, benefits, and payment options is a critical step for families trying to make informed decisions.
- Quality of Life: Many families want to ensure their loved ones are comfortable, engaged, and receiving the right level of care.
How Senior Living Communities Can Appeal to Adult Children
Given the significant influence adult children have in the decision-making process, marketing strategies should be tailored to address their concerns. Here’s how senior living communities can better engage with this audience:
- Create Educational Content
- Blog posts, whitepapers, and downloadable guides on “How to Choose the Right Senior Living Community” or “Signs It’s Time for Assisted Living.”
- Leverage Emotional Storytelling
- Testimonials and real-life success stories from families who have made the transition.
- Optimize for Mobile Search
- Many adult children are researching on-the-go via smartphones, so having a mobile-friendly website is crucial.
- Use Video Content
- Virtual tours, interviews with residents and staff, and Q&A sessions addressing common concerns can provide a more immersive research experience.
- Engage Through Social Media and Paid Advertising
- Facebook and Instagram ads targeting adults aged 40-65 can help reach family members who are starting the research process.
The Bottom Line
The internet is the primary tool for both baby boomers and their adult children when researching senior living options. As this trend continues, senior living communities must invest in strong digital marketing strategies that prioritize search engine visibility, social media engagement, and mobile-friendly content. By understanding the research habits of both demographics and tailoring marketing efforts accordingly, communities can increase inquiries, tours, and ultimately, move-ins.
