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Key Takeaways from the 2025 Senior Living Marketing Report
by Anna Kremnitzer | March 6, 2025 | Senior Living
The 2025 Senior Living Marketing Report highlights and breakdown
As the senior living industry evolves, marketing strategies must adapt to meet shifting demands. The *2025 Senior Living Marketing Report* highlights emerging trends, challenges, and opportunities that will define the landscape in the coming year. Here are the key takeaways from the report:
1. Competition Drives Partnerships & Collaboration
- With rising competition, senior living providers are increasingly turning to agency partnerships to strengthen their marketing strategies. 75% of organizations reported using a mix of in-house and agency resources to stay competitive.
2. Brand Awareness Takes Priority
- Beyond acquiring new residents, 40% of senior living marketers identified brand awareness as their primary business objective. A strong brand presence helps build credibility and trust, making it a crucial focus for marketing efforts.
3. Increased Marketing Budgets
- Over 57% of organizations plan to increase their marketing spending in the next 12 months, signaling a greater emphasis on digital and traditional marketing efforts to enhance visibility and engagement.
4. Digital Marketing as the Key Growth Driver
- Digital strategies are seen as the most effective way to drive census growth, with 47% of marketers identifying digital marketing as their top lead-generation channel. Key focus areas include: – SEO (63%) – Paid search (47%) – Content marketing (46%) – Social media (46%)
5. Growing Confidence in Online Marketing
- Marketers are becoming more confident in their ability to attract prospects online. 82% of organizations plan to increase their social media presence in 2025, recognizing the role of digital engagement in reaching potential residents and their families.
6. Targeting Third-Party Decision Makers
- Rather than marketing directly to prospective residents, organizations are shifting their messaging to adult- child decision-makers, who often influence senior living choices. 62% of marketers focus on differentiating their communities from competitors through unique amenities rather than traditional “aging in place” messaging.
7. Planning is the Most Time-Consuming Marketing Process
- Respondents reported spending significantly more time on planning than on execution or reporting. This indicates a need for streamlined workflows and efficient strategies to improve marketing efficiency.
8. Preferred Marketing Tools & Analytics
- Senior living marketers favor fundamental tools such as social media (90%), traditional media (85%), and email marketing (76%). For assessment, CRM platforms (88%), analytics dashboards (71%), and call tracking (60%) are commonly used to measure success.
The 2025 Senior Living Marketing Report emphasizes the importance of digital engagement, brand awareness, and targeting decision-makers to drive results. As competition intensifies, a strategic approach that balances partnerships, data-driven insights, and innovative digital strategies will be key to success in the senior living industry.
