As vaccines for COVID-19 continue to roll out, concerns about exposure linger. As does the question about demand for senior living communities.
Are seniors still interested in making a move or has the COVID-19 pandemic changed older adults (and their families) minds?
Research from a small study* conducted by LevLane Inc. and MarketVision Research Inc. tackled the issue. Here’s a quick rundown on what they discovered…
Interest in Senior Living during COVID-19
While it’s obvious the demand for senior living has been suppressed as older adults and their families worry about exposure to the virus, there is still strong interest in making a move. 35% of those who were interested are reconsidering, but 64% say they are still open to the idea.
We know many of you have struggled over how to address the pandemic on your websites and social media. Some have opted for a one time disclosure/explainer style post and others have gone in the opposite direction posting multiple times throughout the week.
According to this study, transparency and acknowledgement of the issue seem to be at the top of potential resident’s list.
82% of seniors are looking for you to address the COVID-19 crisis and share your prevention policies.
73% said they’ll be more likely to consider your community if you include COVID-19 best practices in your marketing.
What does that mean you should be posting and sharing?
Marketing Senior Living during COVID-19
Here’s what seniors and adult child influencers say they are looking for senior living communities to address with their content:
- Compliance: Show website and social media visitors that you are complying with local and stage regulations regarding the coronavirus, as well as the CDC guidelines.
- Testing: How often are staff tested for COVID-19 and what is the process? Same for residents. As the vaccine continues to be more widely available, you’ll likely need to share your process for that too.
- Prevention: Are visitors allowed? If so, how are they tested before entry? Are staff, visitors, and residents wearing masks? There’s nothing like a few photos on your website and Facebook page to show the proof. Are people physical distancing? Is hand sanitizer easily accessible? Experts from the CDC say that people will need to continue to follow these practices even after being vaccinated.
- Guarantees and incentives: Are you able to offer trial stays? We know this one can be problematic in light of physical distancing requirements, but it’s an issue 68% of families cited as important. Financial incentives and a satisfaction guaranteed incentive were also important to families.
- Virtual visits: Seniors and their families say videos, Zoom meetings, and virtual tours are important. The more you are able to paint a picture of life at your community, the better people feel about making a move.
You can check out the full report here.
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Until next time,
Shelley
*Study Methodology: Internet panel, fielded September 30th – October 12th, 2020, national geography,
250 seniors, 65+, who express interest in moving to a senior living community in the next five years, with a household income of $75K+, a home value of $250K+, and a net worth of $750K+. Confidence level of 95%, MOE +/– 6.2%.