Learn how to use demographic data to target, design, and market a senior living community that meets the needs and expectations of seniors.

Design is such an important role when it comes to senior housing. Not everything is about adding ramps and making things ADA accessible, but make sure to design with the end user in mind. How is a Senior going to use this kitchen or this bathroom? How does it differ from the way I use a kitchen or bathroom? Consider that priorities change over time and what might work (design-wise) for the masses, may not work for the more senior masses.

How can you use demographic data to target the right audience for a senior living community?

If you are a real estate developer planning to build or renovate a senior living community, you need to know who your potential customers are and what they want. Demographic data can help you identify and target the right audience for your project, as well as design and market your community to meet their needs and preferences. In this article, you will learn how to use demographic data to create a successful senior living community.

1 Define your target market

The first step is to define your target market based on the type of senior living community you are offering and the location of your project. For example, are you building an independent living, assisted living, or memory care community? Are you targeting seniors who want to stay close to their families, or those who want to relocate to a warmer climate or a more urban setting? You can use demographic data sources such as the U.S. Census Bureau, the American Community Survey, and the U.S. Department of Housing and Urban Development to find information on the age, income, education, health, and mobility of seniors in your area or the area you want to serve. You can also use online tools such as Esri's Tapestry Segmentation or Claritas' PRIZM to segment your market based on lifestyle, behavior, and values.

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Unai Chavarria Lopez

K Group
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La segmentación por zona y rango de edad, es un elemento fundamental para realizar un estudio de mercado fiable y sostenible.

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Daniel Yoon

I Help Thrive & Upgrade Lives with Real Estate
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To target the right audience for a senior living community using demographic data, you can focus on factors such as age, income, health status, and lifestyle preferences. Utilizing census data, you can find where higher concentration of seniors are relocating to. Tailor your marketing strategies to address the specific needs and interests of seniors in those areas, emphasizing aspects like healthcare facilities, social activities, affordability, and tax incentives for that city.

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2 Analyze your competition

The next step is to analyze your competition and see how they are serving the same or similar target market as you. You can use online databases such as Senior Housing Net, Senior Living Map, or SeniorAdvice to find and compare senior living communities in your area or the area you want to enter. You can also visit their websites and social media pages, read their reviews and ratings, and even tour their facilities if possible. You can use demographic data to assess their strengths and weaknesses, such as their occupancy rates, pricing, amenities, services, activities, and reputation. You can also identify any gaps or opportunities in the market that you can fill or exploit with your project.

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Claire Spencer

Building Environmentalist | Professional Strategist | Sustainability Advocate
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Actually I disagree a little bit in that effort should be made to customize the look and feel of your elder community. They seem almost institutional otherwise with practicality and economies of scale winning out over aesthetics and greenery. Part of elder care is maintaining a positive mindset and a positive disposition. Difficult to do in penitentiary style living.

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3 Design your community

The third step is to design your community based on the needs and preferences of your target market and the competitive advantages of your project. You can use demographic data to inform your decisions on the size, layout, style, and features of your community. For example, you can use data on the health and mobility of seniors to determine the level of accessibility and safety of your units and common areas. You can also use data on the lifestyle and values of seniors to choose the theme, color, and decor of your community. Additionally, you can use data on the income and education of seniors to decide on the quality and range of your amenities, services, and activities.

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Gregory Pietrycha

Director of Real Estate Development
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Design is such an important role when it comes to senior housing. Not everything is about adding ramps and making things ADA accessible, but make sure to design with the end user in mind. How is a Senior going to use this kitchen or this bathroom? How does it differ from the way I use a kitchen or bathroom? Consider that priorities change over time and what might work (design-wise) for the masses, may not work for the more senior masses.

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4 Market your community

The fourth step is to market your community to your target market and differentiate your project from your competition. You can use demographic data to craft your marketing message, choose your marketing channels, and optimize your marketing budget. For example, you can use data on the behavior and preferences of seniors to create a compelling value proposition that highlights the benefits and solutions that your community offers. You can also use data on the media consumption and online habits of seniors to select the best platforms and formats to reach and engage them. Furthermore, you can use data on the location and distribution of seniors to allocate your marketing resources and target your campaigns geographically.

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Michael Haltman, Hallmark Abstract Service

CEO, Hallmark Abstract Service (New York Title Insurance); Board Chair Combat Veteran Heroes To Heroes Foundation; Podcast Host 'Do You Ever Wonder?'
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A community should look into using Big Data that would allow them to pinpoint the people in the demographic group that would potentially be interested in their development. These tools have become incredibly accurate in the identification that allows for contact with this population.

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5 Monitor and adjust

The final step is to monitor and adjust your project based on the feedback and results that you receive from your target market and your competition. You can use demographic data to track and measure your performance, such as your leads, conversions, occupancy, retention, and satisfaction. You can also use demographic data to identify and anticipate any changes or trends in the market that may affect your project, such as the aging, migration, or diversification of seniors. You can then use this data to make any necessary adjustments or improvements to your project, such as your pricing, amenities, services, activities, or marketing.

Demographic data can be a powerful tool for real estate developers who want to create a successful senior living community. By using demographic data to target the right audience, analyze the competition, design the community, market the community, and monitor and adjust the project, you can increase your chances of delivering a community that meets the needs and expectations of seniors and stands out from the crowd.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use demographic data to target the right audience for a senior living community?

1

2

3

4

5

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1 Define your target market

2 Analyze your competition

3 Design your community

4 Market your community

5 Monitor and adjust

6 Here’s what else to consider

Real Estate Development

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How can you use demographic data to target the right audience for a senior living community?

1

2

3

4

5

6

1 Define your target market

2 Analyze your competition

3 Design your community

4 Market your community

5 Monitor and adjust

6 Here’s what else to consider

Real Estate Development

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