Do NOT teach your grandmother to suck eggs.
Are you familiar with the above proverb? It’s been in use for centuries, telling us ageism has been a thing for a long, long time. And it’s still a thing. Check out these popular TikTok videos with everyone talking about how “cute it is” to see old people learning to use their phone. News flash: granny or grandpop are more likely to be learning about the latest features on a nextgen iPhone, than buying their first one. Two separate takes on the same image. One is ageist and one sees upskilling. What do you see?
Ageism is Everywhere
Ageism is insidious. It’s inextricably woven into our society, industry, and language. There’s the social media influencer posting about women over 60 and what they should and should not wear. Really?
There’s the senior living thought leader posting about the potential of older people rather than their current contributions to important challenges we all face.
And there’s a senior living podcaster casually noting it’s up to her children to make the decisions about where she’ll spend her final years. Why isn’t she preparing for that now?
These three current examples all have one thing in common. They assume other, younger generations know better. Poor mom/granny/aunty can no longer make smart choices.
Same Song, Second Verse
Too many independent living campaigns sing the same song, in a different way. The underlying message says their audience can only achieve a happier life/style by moving into the community. Taglines like “Live your best life” or “Experience retirement the way it’s meant to be” imply retirees are currently stagnating and living a “less than” life. In other words, life is fun only when someone else is in charge.
When asked, older people say they’re already enjoying life, thank you very much. A 2022 well-being study supports that fact. The study assessed six aspects of well-being, including happiness, life satisfaction, health, and finances. Even when faced with health and financial issues, older adults reported they were happier than younger generations.
Comments on Instagram and Facebook posts from such disparate groups as The Ethel and NatGeo routinely reflect a common theme: older adults aren’t waiting to live their lives. They’re walking the Camino de Santiago in their 60s. Another’s 60+ mother-in-law is hiking the entire Pacific Crest Trail. Some are finding new careers and new life partners as they indulge in hobbies, volunteer, and meet new people.
Lowered Expectations
A consultant I know mentioned that the industry considers an event RSVP rate of 0.1% as a success. So you mail 15,000 invitations to your prospect list, and you expect 15 to RSVP. (Attendance expectations are even lower.) On the other hand, when you host a personal event, would a 0.1% RSVP rate be considered a success? Absolutely not! Why? Because you’re inviting people you know want to be there.
Senior living marketing should be no different! Because when you invite people who want to know you better, you get higher RSVP rates (I’m talking 0.4% higher). We have the receipts! And when those people show up, you can convert them (paying a deposit to get on a waitlist) with a 45.45% rate. True story; case study coming.
Know Your Audience
How did they do it? They delivered the right message to the right audience. I know, we say it over and over. But it’s true. Older adults are too busy living their lives to fall for glossy stock photos of hip couples laughing over wine, giggling as a foursome finishes a round of golf, or as a couple staring at a distant, glamorous vista. They aren’t riding around in convertibles with their sweetie. They aren’t waiting for someone to tell them it’s time to move. They’re busy volunteering to help others. They’re engaged in lively debates at their book club. They’re working out before running their next 5K race. They’re making changes to their homes to make it feasible to age in place. They’re busy making their own decisions. They’re simply living their lives.
If you’re ready to talk to an audience who actually wants to hear what you’re selling, you need to talk to Angela or Maribeth first. Trust us, you need to really hear what they have to say.
