Marketing To Seniors Aging In Place

We have all seen the statistics, “Every day 6000 Americans turn 65 years old and 3800 Americans turn 85.  By the year 2020, one in 4 Americans will be over the age of 65…” It’s more than the growing number of seniors, it’s the growing number of choices seniors have to accommodate their lifestyles that make “Aging In Place” a red-hot market for service providers of all types.

An estimated 70% of seniors spend the rest of their life in the same home they celebrated their 65th birthday ¹ .  Yet according to AARP, 87% of people who want to Age In Place have not begun to make the necessary modifications or arrangements to do so.  These statistics show the client base is out there and growing, yet finding and reaching new senior clients is often the most challenging part of business.

Geography, technology and security represent some of the biggest roadblocks to reaching seniors.  Developing both your local and internet presence are essential elements to breaking down those barriers.

Develop Your Local Presence

As service providers, most of us offer localized services, yet unless we work in retirement community settings our base of potential clients is geographically disbursed.  Senior that choose to age in place have living arrangements as diverse as the seniors themselves.  There’s no way you can find and reach them all by yourself.  Try diversifying your efforts.

Cultivate a Diverse Network of Business, Community and Personal Connections:

Start by calling on other businesses that have complimentary goods and services.  Make sure these businesses know your company exists and what services you provide. Remember you are building a relationship.  It will probably take more than one contact for this effort to pay off.  Reach out to community organizers.  Donate time, goods or services to senior oriented charities.  Get involved with your local governmental department on aging and make sure your services are known to local churches.  Going about your daily work and being involved in your community, local churches and charities are great ways to build your local presence.

Advertise Locally:

Many of the traditional marketing venues become outdated, too expensive or saturated.  Try reaching out to smaller community and neighborhood newspapers.  They prices have better advertising rates than the larger papers and are well read.

Be Someone Who Cares:

Seniors are often sheltered by friends, families and communities and rightfully so!  We’ve all read (and some of us know first hand) stories of seniors who been preyed upon by unscrupulous people.  You must position yourself as someone who wants to help.  Be empathetic, trustworthy and honest.  Be someone who really cares.

Promote Your Services / Ask For Referrals:

People can’t hire you if they don’t know what you do.  Make sure your clients know what services you offer and ask for referrals.

Become The “Go-To” Person:

Position yourself as a local senior resource expert.   Learn what goods and services are out there.  Get to know the other business owners in your area.   Do your research and make sure that when you do make a referral, make it a rule to only recommend businesses you would recommend to your own parents.

Develop Your Internet Presence

Senior service providers often overlook the internet as a marketing tool.  Marketing money is put elsewhere because you think your business is “too local for the internet” or perhaps the internet advertising is just “too complicated.”   Think again.  Everyday people and businesses search the internet for goods and services like yours.  If you don’t have a presence, you can’t be found.

Get listed And Get Noticed!

Getting noticed on the internet is easier than you might think.  Even without a website, you can and should have some web presence.  Start with any trade associations, networking groups, or chamber of commerce you belong to.  Make sure you have a listing in each and that your contact information is current and correct.  Make sure your business is listed with Google Local and other free local directories.  These local directories are quickly replacing the traditional phone book and yellow pages.

Advertise In Targeted Directories:

Marketing money spent on targeted directories is money well spent.  Think about it, anyone searching a website called, the “Retirement Living Resource Directory,” is looking for retirement related resources.   Directories like this spend time and money developing their own internet presence for the keywords and phrases that match your business model.  When you get a lead from a targeted directory, it is a qualified lead.

No Website?

If you do not have a website, consider purchasing a full web page on a targeted internet directory.  A basic company overview with contact information and possibly some photos makes for a very professional looking web presence without the hassle, financial and time commitments required for website development and maintenance.

Have A Website But No Visitors?

80% of all website traffic starts with an internet search.  You need to make your website appealing to the both “bots” (automated web crawlers) and people.  If technology is not your thing, consider hiring a professional.  A good technology consultant can review website content and structure.  You also need to consider how you how you advertise on the internet and develop your inbound links.  Again, a good technology consultant can work wonders and may actually save you money.

Like To Write?

If you like to write, get involved in social media.  Write your own blog.  Contribute to other blogs and group discussions that relate to your business.  Submit articles and press releases.  These are great ways to establish credibility as an expert in your field, develop your inbound links and provide your own website with fresh, keyword rich content.

As the senior market place becomes increasingly competitive, your internet presence is going to become more and more important and valuable.  Developing a good internet presence should be an essential piece of your marketing pie.  If you aren’t sure where to start, send your questions to Info@RLRDOnline.com.

If you need help finding and developing resources contact our consulting group through Info@RLRDOnline.com.

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