targeting the right demographic for senior living marketing

When it comes to marketing, the more information you know about your audience, the better. You might assume the target market for your senior living business is people aged 65 or older, but there’s another group you may have missed.

The adult children of potential residents are often a big part of the decision when it comes to choosing a senior living facility. They may do research for their parents or recommend options, and ultimately can have a lot of influence over the entire process. 

This article will explain why the primary demographic for a senior living business is the adult children of potential residents. Then we’ll talk about the key characteristics of that demographic, how to use that information, and how Lead to Conversion™ can help. Let’s get started!

Why Adult Children of Potential Residents May Be Your Target Audience

When it comes time to choose a senior living community, many seniors ask for help. If they don’t know where they want to go, they’ll likely want to turn to someone they can trust and who has their best interests at heart: their adult children. 

The adult children of potential residents to your facility are likely between the ages of 30 and 40. This demographic grew up before the internet but were still young when it became available, and are now quite savvy online. 

They may currently be the primary caregivers for their parents or plan to foot the bill for assisted living. For this reason, they may have a lot of influence when it comes to evaluating a senior community, especially if their parents need memory care services or have other health concerns. 

How to Target Adult Children of Potential Residents as a Senior Living Business (4 Key Tips)

The adult children of potential residents grew up without the internet and cell phones, but are comfortable using them now. They also watch television and read more than younger demographics. Here are some important tips to keep in mind when marketing to this group.

1. Use Search Engine Optimization (SEO) to Reach Leads

This demographic frequently uses search engines for research. This means there’s a good chance they’ll turn to the internet first when they begin looking for senior living centers on behalf of their parents. 

Before they call your facility, it’s likely they’ve already been to your website and looked around. Therefore, it’s important to have a professional-looking website and optimize your content for search engines. 

To do this, you may want to develop a strong linking strategy, conduct keyword research, and employ Google Analytics

using search engine optimization and google analytics to reach leads

Google Analytics can help you to understand what’s working on your website and what isn’t, pointing you in the direction of changes you may need to make. 

Furthermore, this demographic values customer reviews. A report from found that online reviews ranked as the best source of information about senior living communities, which makes it crucial to gather positive reviews from current residents and their adult children.

2. Create Informational Content

The adult children of your potential residents have grown up with television commercials and sales pitches. This has made them somewhat mistrustful of company slogans and advertisements. 

Rather, they prefer instructional or informational content and are a prime target for content marketing strategies. If you can provide them with useful information, you can more easily build trust with the people in this demographic. 

Additionally, this generation grew up reading, which makes wordy posts and some advanced language okay. Some marketing strategies you may want to consider include starting a blog and sharing useful posts and information related to your business on social media

creating useful content on social media

These techniques can go a long way to building your authority in the industry.

3. Build Trust by Being Transparent

Building trust with your audience is important for any marketing campaign, but especially so with this demographic. The adult children of potential residents are wary of companies trying to rip them off, in addition to having concerns about whether their family members will be well cared for. 

You can begin by sharing your credentials. If you’ve been in business for a long time, that builds credibility, so make sure people know about it. It’s wise to mention any awards or other commendations you’ve won on your website, too. 

On the other hand, if you’re a new business, don’t try to act like you’ve been around forever. Be honest and highlight the advantages of being a new facility, such as your cutting-edge care techniques. Overall, try to be as transparent as possible. 

It’s also worth noting that strong web design can go a long way towards making your brand appear trustworthy. In many cases, your website may be the first impression you offer to clients, so it’s key to make it count. 

At Lead to Conversion™, our senior living marketing agency has the tools and expertise to build you an optimized website.

Using LTC to optimize your site for senior living marketing

With help from professional designers, your site will demonstrate your credibility and put minds at ease.

4. Target the Right Social Media Platforms 

Another thing that’s important to know about this demographic is which social media platforms they prefer. The last thing you want to do is spend your time and resources posting on a platform your audience rarely visits. 

For this demographic, Facebook is a popular choice, and many use it to stay in touch with friends and family. LinkedIn is also favored by this group, as many of them are still working professionals. 

For this reason, Facebook Ads may be a useful way to market your services: 

Using facebook ads to market your senior living facility

It has options for targeting specific demographics by age, location, and interests. If you are struggling to bring in leads, this can be a way to capture more attention. Additionally, as we mentioned earlier, posting informative articles can help build up your credibility. 

Plus, sharing photos of residents and group activities or outings can lend your business authenticity and attract leads. Just remember to get residents’ permission before posting photos of them online. 


The adult children of potential residents to your senior living center may be your most important demographic when it comes to marketing. They can have a lot of impact on their parents’ decision-making, especially if they are the current primary caregivers. 

To help you improve your marketing efforts, here are four key tips to help you target the adult children of potential residents:

  • Use SEO to reach leads.
  • Create informational content.
  • Build trust by being transparent.
  • Target the right social media platforms.

Do you have any questions about how to market to the adult children of potential residents for your senior living center? Ask away in the comments section below!