Facebook remains one of the most-used social platforms among older adults. Pew Research Center found that 46% of Americans 65 and older used Facebook, more than any other social network. It’s also where many adult children of seniors spend time every day. Instagram reaches a slightly younger crowd, which often includes the adult children doing the research.
That makes the two platforms a natural fit for senior living, as long as you use them well. These five strategies cover targeting, content, ads, retargeting and the automatic replies that make sure no message goes unanswered.
1. Target specific personas
The most important part of running Facebook and Instagram ads is being specific about who you’re talking to. Start with your marketing personas, the distinct types of people you want to reach.
For example: a 50-year-old adult child whose father needs assisted living but doesn’t want to go. Or an 85-year-old tech-savvy widow who knows she’ll need support and is early in her search.
Write the ad copy and messaging for each one, then use the demographic, interest and location targeting in Meta’s Ads Manager to reach them in your area. Base personas on your real residents and families, not imagined ones. (See How to Use Personas in Senior Living Marketing.)
Senior living ads may fall under Meta’s special ad category rules for housing, which limit some targeting options such as age and ZIP code. Check before you launch.
2. Show what makes your community different
Many of today’s seniors want more than a place to live. They want to stay social, active and engaged, try new hobbies and stay fit, and many don’t think of themselves as “old”. Show how your community makes that possible.
- Ask residents what they love about living there, and use their own words, with permission.
- Share photos and short videos of real residents, events and everyday life.
- Give an inside look at your team and the people behind the community.
- Make a virtual tour easy to find.
3. Post consistently, and mix it up
Ads work better when your page is active and engaging. A simple content calendar helps.
On Facebook:
- Post a mix of videos, resident photos, community events and links.
- Create Facebook events for open houses and community activities, and invite your followers.
- Share helpful content for families: senior living guides, resident and family testimonials, answers to common questions.
- Boost the posts that are already doing well to reach more local families.
On Instagram:
- Keep it warm and lighthearted: residents, community spaces and moments from events.
- Use a handful of relevant local hashtags rather than dozens.
- Follow and engage with local senior care businesses and organizations.
- Reply to comments and messages and interact with your followers regularly.
Stay active without being salesy. Social media is where you show your community at its best.
4. Retarget people who visited your website
Many families visit your website long before they’re ready to book a tour. With the Meta Pixel on your site, you can show ads to people who’ve visited but haven’t booked a visit.
These people are often in the consideration stage, comparing your community with others nearby. A well-timed ad, such as an invitation to an upcoming event or a reminder to book a personal visit, is much more likely to convert than an ad shown to someone who has never heard of you. B2B Marketing Mentor has reported that website visitors who are retargeted with display ads are 70% more likely to convert.
5. Set up automatic replies in Messenger and Instagram
Families will message your page with questions, often in the evening or at weekends. If nobody replies, that inquiry can go to the next community.
In Meta Business Suite, go to your inbox settings and turn on automated responses, such as instant replies, away messages and answers to frequently asked questions. A good instant reply:
- Thanks them by name (using the personalization options).
- Says when someone will get back to them.
- Gives your phone number and a link to book a tour.
Social media is also a front line for customer service, so make sure every message reaches a person on your team quickly. An automatic reply tells families they’ve been heard. A fast follow-up from a real person is what wins the tour.
Key takeaways
- Facebook reaches seniors and their adult children; Instagram is strong with adult children.
- Target ads by persona, and check Meta’s housing ad rules first.
- Show real residents and real community life, and post consistently.
- Retarget website visitors with timely, relevant ads.
- Turn on automatic Messenger replies, then follow up personally and quickly.
If you’d like help making sure the leads from your social media get a fast response, book a call with NextWave.
Related reading: How Speed-to-Lead Became the Easiest Unfair Advantage in Senior Living · How Inbound Marketing Shortens the Senior Living Sales Cycle