The average person makes 35,000 decisions in one day. While some decisions are minor (choosing a coffee flavor), other decisions demand more time. A major life decision requires a more attentive and formulated thought process. The decision to look for an assisted living community falls into this category.

As a marketer, your goal is to make this decision as clear as possible. There are endless marketing tools available to you – blogs, landing pages, emails, print ads, and more. But none of that will have any impact if you don’t know how to best communicate to your target audience.

Developing an emotional connection between your brand and your audience is the first step to engaging with them effectively. By using emotion-based tactics throughout your marketing efforts, you will humanize the experience for senior caretakers. We’ve compiled a list of note-worthy elements that can help you to appeal to adult children and other caretakers who are making this weighted decision.

Use Relevant Messaging

Create content that addresses the emotional needs of the senior audience. Caretakers know that seniors are typically concerned with retaining their security, independence, routine, and relationships when joining an assisted living community. Therefore, focus on certain topics and questions that could emerge during the decision-making process. How does your community encourage independence in a group setting? How does your business support family relationships? By acknowledging the concerns of seniors in your marketing, you will be perceived as a brand that cares about its residents, rather than solely the growth of the business. Keep in mind – assisted living is a big transition for the senior demographic. Make the caretaker’s decision as easy as possible by showing that you understand the emotions of seniors.

Speak Their Language

When crafting content that links to the emotional needs of seniors, make sure to use appropriate language. Oftentimes it is easy to fall into the trap of creating content that is witty, trendy, or metaphorical. While this type of language may work well in other markets, adult caretakers generally appreciate a clear, straight-forward, and simple approach. Use text that connects to the needs of the seniors – security, safety, belongingness, independence – to name a few. By communicating in a concise and direct manner, your brand will be perceived as an industry leader that recognizes the needs of the senior population.

Establish Trust Immediately

Trust is vital to an effective assisted living marketing strategy. All aspects of your assisted living brand must be reliable, familiar, and recognizable. This includes everything from your logo, to your marketing campaigns, to your staff relations. Your audience will most likely use your website as the initial step in their research; be sure to keep it updated with important information about your brand. This could include upcoming events, resident news, or even tips for how to help a loved one transition to an assisted living community. Perhaps include a staff page on your website complete with photos, educational backgrounds, descriptions, fun facts, and how long each employee has worked at the community. Putting a face to the people of the community will help build relationships with your audience. The element of trust will be the key to solidifying the emotional connection between you and your audience.

Stay Transparent

You will retain the trust of your audience by staying transparent throughout your messaging. For example, if you require personal information on a digital form, be sure to explain why you need the information to move forward. Furthermore, if a caretaker requests a tour of your facility, show them the steps you take to welcome each individual, along with the daily schedule that each resident can expect. If a senior will be required to share a room with another resident, introduce the family to the resident in order to familiarize your audience with the surroundings. By remaining transparent in your marketing, you will give your audience the most accurate picture of your community, leading to happier residents and families.

Older and younger women sitting on couch, looking at photo

Individualize the Process

Everyone wants to feel special. Adult caretakers and family members want to ensure that the community they select will give their senior the attention they need and deserve. You can showcase this in your marketing by highlighting how your brand makes each resident feel important. From special birthday celebrations to family gatherings, focus on the desires of the senior residents. Relay these scenarios through testimonials on your website. If your residents are happy with where they live, have them provide quotes for the website that show your audience the likeability of your community. Personalize each individual process to convey how each resident receives unique care in your assisted living facility.


Your mind is consumed with thousands of decisions every day – some small, some big. The search for an assisted living community can be an overwhelming decision for caretakers. This is where the right marketing tactics can make the route less rocky.

Your brand can gain a competitive advantage simply by connecting to your audience and tapping into their emotions. By using relatable and clear messaging, establishing trust throughout the buyer’s journey, remaining transparent with messaging, and personalizing the experience, you’ll be able to effectively establish a bond between your brand and prospects.

How do you use emotion to attract senior caregivers to your assisted living community? Let us know on Twitter or LinkedIn!

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