In the age of technology and mass media, things evolve quickly – including the way we market. Not only are marketing platforms changing with the times, but so are the people you market to. With more than 75% of Baby Boomers being actively online, senior living providers cannot afford to pass on digital marketing. To help show the value of digital marketing in senior living, we’ve listed a few reasons why providers need to start adopting and investing into a digital marketing strategy.

Potential Residents are Searching 

Surveys show that 92% of Baby Boomers use search engines as their preferred platform for searching. Naturally, in order to catch the attention of potential residents, you need to be present where they are looking, so this means passing on a digital marketing strategy means missing out on potential residents for your community. Here are a few ways to meet your audience where they are:

Improve Your SEO

Since your potential residents are predominantly using search engines to find answers to their questions, solve their problems, or perform research, then having a solid SEO strategy in place will be a win for your community. 

Provide Relevant Content

A characteristic of Baby Boomers on the internet is that they value search results that prove to be relevant to what they are searching for. This means leads are looking for answers and solutions to their actual problems without having to keep digging for answers.

Consider Intent

A user’s search intent is the reason why they are submitting a search query in the first place. Something to note about the senior living market is that our demographics typically search using long, detailed phrases or full length questions. For example, a user may be searching “What is senior living?” When you consider intent, your content will be designed to answer that question, which could look like a blog titled “What is senior living?”

‍Read our guide to senior living marketing in 2025

To Build Credibility

Just as much as good marketing can sell your services, poor marketing can actually unsell your services by creating negative connotations in the minds of consumers or breaking their trust. Since Baby Boomers are online and searching, a lack of an online presence or a presence that breaks trust can hurt your community brand. Here are some steps you can take to begin building trust online.

Design a Website with Users in Mind

As mentioned before, your website should be optimized and easy to find. However, you want to consider the experience users have once they land on your website. Whether it’s landing pages, contact forms, or blogs, you want to ensure your website is easy to navigate and easy to look at. This means your website should provide a clear path to the answers your potential residents are searching for, as well as create a visual design that is optimized for your demographic (large fonts, clear visuals, high contrast colors).

Utilize Reviews and Testimonials

Digital platforms, such as Google My Business and social media, provide an invaluable opportunity for senior living providers to showcase positive reviews and success stories. These can be powerful tools for building trust and credibility among prospective residents and their families. With 42% of consumers trusting online reviews as much as they would a personal recommendation, showcasing your success stories can be a marketing win for your community.

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To Increase Engagement and Conversions

The luxury of digital marketing is that you are able to bring your brand’s solutions directly to potential residents before they ever enter the doors of your community. Without a digital marketing strategy, you’re solely relying on residents coming to you. Here are a few ways to increase engagement and conversions digitally.

Use Social Media for Interaction

Social media platforms like Facebook and Instagram provide a direct line of communication between senior living providers and their target audience. These platforms allow communities to share photos, videos, and updates that showcase their vibrant environment and daily activities. Engaging with followers through comments, direct messages, and live events builds a sense of connection and trust.

Leverage Email Marketing

Email campaigns allow providers to nurture leads by delivering personalized, informative content directly to potential residents and their families. Emails featuring helpful guides, upcoming events, and community updates keep audiences engaged and move them closer to move-in.

Digital marketing is no longer optional for senior living providers—it’s essential. From ensuring your community is visible in online searches to building credibility through engaging content, a strategic digital presence is key to staying competitive and connecting with potential residents. Ready to take your marketing efforts to the next level but don’t know how? Solinity Marketing specializes in crafting tailored digital marketing strategies designed to help senior living providers thrive. Contact us today to learn how we can help your community stand out online.