Happy Senior Living Residents: Their Way, Your Brand

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Dec 14

In a recent article, Dr. Joe Coughlin asked, “Who will be the Target or Kohl’s of senior housing? While this industry isn’t about fast food or fast fashion like retail or restaurants, it is about anticipating trends, needs, and consumer demands. As a result, senior living owners and operators want to ensure residents have it “their way” as more boomers come into our communities and Gen Xers anticipate their next move.

One thing is clear. Boomers and Gen Xers want things their way. Cookie-cutter communities designed for general appeal don’t cut it. Older adults know what they want, and their adult children do their homework. By the time they come for a tour, they have expectations. They know their must-haves and dealbreakers. While a sprawling golf course and a pool with a patio might have attracted seniors 30 or 40 years ago, today they want a pool as a setting for entertainment with state-of-the-art outdoor kitchens, large screen televisions, and comfortable seating. Instead of tennis, they want pickleball courts, and putting greens are increasingly replacing golf courses.

Once moved in, these younger seniors will want to have a say in their communities. They will expect to be involved in determining what amenities, activities, and services the community offers. They also will welcome – even expect -- the opportunity to be involved in planning and organizing events and even working with community leaders to determine things like unit updates and building renovations.

What is driving some of these trends? According to the 2024 Senior Housing Survey, affordability is the most important factor for seniors and a growing focus for caregivers. They want to pick and choose according to their budgets; thus, the rise of a la carte services.

Some other survey findings:

While not digital natives, younger boomers and Gen Xers want high-speed internet and unlimited Wifi. They also want media rooms where they can share FaceTime with family and friends, participate in virtual meetings and events, and stream movies, TV, and music.

Seniors want to live both independently and stay engaged and active, while caregivers prioritize keeping their loved ones safe and happy. Many communities satisfy both audiences with onsite clinics and telemedicine spaces, fitness and therapy centers, and spaces that accommodate residents with limited mobility. Communities do all of this while also offering a wide range of activities and amenities from an on-site brewpub and community garden to a dog park and a full-scale art studio.

Seniors say they prefer to live in intergenerational settings. More communities offer multi-family housing and/or open restaurants, fitness centers, and other amenities to individuals in the community at large; and/or they partner with area colleges and universities to integrate students through onsite classes or training programs and housing. For example, engaging students and others through dining programs, as chefs and servers, is becoming increasingly popular.
Over half of older adults say they would consider senior housing, while 86% of adult caregivers are open to this option for a loved one. At the same time, over half of seniors say they see themselves in an intergenerational setting in 10 years.

Younger boomers and Gen Xers are different than their older counterparts. They were generally raised with high expectations and believed that ‘the sky’s the limit’ if they were ambitious and got a good education. However, they ultimately lived through a recession, job shortages, and inflation, and many had to put their dreams on hold. As seniors, they want to live out their dreams – whether it’s writing, painting, playing an instrument, or traveling. Senior living communities that enable and encourage residents to enjoy the items on their bucket lists are likely to be popular destinations.

Branding Boost

It’s not enough to upgrade or renovate your community and accommodate new amenities and services. It is essential to build these efforts into your brand. For instance, words matter, and phrases and words that resonated with seniors 20 years ago won’t hit the mark for today’s aging adults. Resting and putting work in the past are generally unappealing concepts to younger boomers. Your brand should emphasize that residents continue to be needed and engaged in the community and world around them.

Used to having lots of choices – in food, shopping, entertainment, and more. These seniors will want to know about options. Your branding should emphasize the variety of choices they have and their ability to pick and choose services and amenities to meet their budgets.

Authenticity and transparency are important to younger seniors, and they are more skeptical than previous generations. Remember, they have done their homework before they came to you, so your branding should be honest and realistic. These seniors will see right through marketing materials with stock photo images of seniors having fun. They will likely be more responsive to photos and videos of actual residents engaging in community activities.

It is important that your buildings and grounds are part of your brand. Architecture and brand must align. For instance, if your brand is open and friendly, your spaces should be filled with light and color. Your décor should reflect your brand and speak to it throughout your community. For instance, to promote residents’ involvement in the community, have them choose the artwork for a common room or the colors for multipurpose rooms. To reflect a brand that highlights creativity, have an art show for residents. The options are only limited by your desire to promote your brand and your community.

Read more on what residents want in our recent blog post here.