Myth 1: Seniors Don't Use the Internet

Think that Gen Z is the only group on the internet? Think again! Contrary to the belief that seniors shy away from the internet, research indicates a significant increase in their online presence. According to a study conducted by the Pew Research Center, 82% of adults aged 65-69 and 75% of those 70-74 use the internet. To overcome this myth, senior living communities must embrace digital marketing strategies as a key component in reaching the audience who is searching for their services.

Harness the power of social media platforms to connect with seniors and their families. Pew data also shows that 69% of adults 50-64 use social media on a daily basis making it even easier for senior living providers to connect with those very influential caregivers of potential residents.  

Share engaging content that highlights the vibrant community life, various amenities, and the supportive environment your community offers. A well-maintained website with intuitive navigation and relevant information is essential. Ensure that your site is mobile-friendly, as many seniors access the internet via smartphones and tablets.

Don't underestimate the impact of online reviews and testimonials – 82% of families use reviews as part of their senior living research. Encourage satisfied residents and their families to share their positive experiences, providing authenticity and building trust. Additionally, incorporate virtual tours on your website, allowing prospective residents to explore the community from the comfort of their homes.

By dispelling the myth that seniors are not internet-savvy, your marketing efforts can effectively reach and resonate with a broader audience.

Myth 2: Seniors Aren't Interested in Community Living

Another misconception is that seniors are not interested in communal living arrangements. Although some seniors express interest in aging in place, an increasing number of aging Baby Boomers recognize the benefits of moving into continuing care retirement communities (CCRCs), independent living communities (IL) and assisted living communities (AL). As they near the “freedom years”, they seek vibrant communities that offer not only a comfortable living space but also social engagement, amenities, and healthcare support. They’re looking to enjoy a life with freedom from home maintenance and chores where they can create connections and feel supported physically, emotionally and spiritually.

A recent study from the University of Chicago shows that senior housing residents live longer, receive more home health services and benefit from greater rehabilitative and preventive care as well. Senior housing providers who prioritize the health and wellness of their residents can certainly appeal to this growing market.

To increase your appeal to future residents, focus your marketing on showcasing the active and fulfilling lifestyle that residents can experience within your community. Share real-life stories and testimonials from current residents, emphasizing the positive impact community living has had on their lives. Highlight the variety of activities and events that promote social interaction, fostering a sense of belonging.

Use visuals such as images and videos to portray the community atmosphere. A picture is worth a thousand words, and a well-crafted video can provide a glimpse into daily life, creating a powerful marketing tool. By debunking the myth that seniors are not interested in community living, you can attract those who seek a vibrant and engaging lifestyle.

Myth 3: Marketing to Seniors is the Same as Marketing to Younger Demographics

One common misconception is that marketing to seniors follows the same principles as marketing to younger demographics. However, seniors have unique needs and concerns that require a tailored approach.

In your marketing materials, be authentic, informative and knowledgeable. Address health and safety concerns head-on. Emphasize the availability of personalized care and healthcare services within the community. Highlight the emotional aspects of transitioning to a senior living community, emphasizing the support and understanding provided by your staff.



Craft messages that resonate with the values and priorities of seniors, such as the importance of maintaining independence while enjoying a supportive community. Use a compassionate and empathetic tone in your marketing efforts. Showcase the peace of mind that comes with residing in a community that prioritizes the well-being of its residents.

By debunking the myth that marketing to seniors is a one-size-fits-all approach, your marketing strategies can be more effective in addressing the unique needs of this demographic.

AgeWell Marketing understands the unique challenges faced by senior living providers and can employ our decades of expertise to help you effectively market to your audience. We offer a comprehensive range of marketing services and packages to fit your unique needs and budget. Give us a call today and let’s discuss the next steps in growing your community.