Do Your Senior Living Residents Support Marketing?

Do Your Senior Living Residents Support Marketing?

Do Your Senior Living Residents Support Marketing?Please share in the comment section below – how your residents either support or sabotage the marketing efforts of your senior living community.

Are you embarrassed to introduce some of your residents on a tour?  Why?

Do you fear what some of your residents might tell prospective senior residents?  Why?

Here is a 5-Step Program to on-board your residents through communication:

  1. Dine with key residents to gain their buy-in for marketing.
    1. Listen to their stories and build relationships with residents.
    2. Create goodwill that will spread through the rest of the community.
  2. Speak at the next resident council meeting.
    1. Share how important residents are to the marketing effort.
    2. Explain how they can help encourage guests to become residents.
    3. Teach them the right language to use – such as “community,” not “facility.”  Please don’t say, “Do you want to become an inmate in this institution.” (This has seriously happened to me.)
  3. Write an article for the next resident newsletter.
    1. Have a different theme every month – such as refer your friends and receive $500 on your next monthly bill or thanking them for dining with new residents.
    2. Praise supportive residents and how they helped marketing.
  4. Create a memo about your next event and post it through your in-house mail system.
    1. Residents like to know who and why someone is coming to their home.
    2. Invite them to attend the event, if they bring a prospective resident.
    3. Apologize to them, if there is not enough room for residents to participate.
  5. Start a resident contest for a testimonial – on why they enjoy living at the community.
    1. Generate positive energy.
    2. Share the top five answers at the next resident council meeting or in your next monthly article.

Communicate with your current residents.  They love to be in the know.  Hopefully you are blessed with great residents who support all the marketing efforts, programs and events.  I love the residents that I work with – they are the best – how about yours?

Please share your success, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.

Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at with a 5-star rating.  The book is required reading at George Mason University as a part of its marketing curriculum.  Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy.   Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets.  She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states.  Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California.  Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.

© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link For any other mode of sharing, please contact the author Diane Masson.


  1. Linked In Senior Living & Care Professionals

    My residents family support and also market my AFC. I have had 3 referrals from family members, and also feed back, on other people stating ” what a wonderful home we have.”
    Laura Sarrach RN
    Golden Acre Residential Care, LLC
    Ypsilanti, Michigan 48197
    By laura sarrach

  2. Linked In Senior Living & Care Professionals

    Great advice! But what criteria would you use to determine the ‘winner’ of the testimonial contest? My concern is a testimonial resulting from a contest may not appear genuine.
    Also, I have many wonderful written testimonials. How can I leverage them in social media/online?
    By Jill Fox

  3. Way to go on the referrals Laura! Jill, I had 5 staff anonymously judge 25 entries of resident testimonials. Put one testimonial a week on Facebook, Twitter and Google+.

  4. Linked In CCRC’s – Continuing Care Retirement Communities

    Montgomery Place residents are golden! They are our best marketers, dining with prospects, and opening their homes for tours. Residents are also the source of some very good marketing suggestions.
    By Montgomery Place

    • Yea! Sounds like you have great communication with your residents! Way to go!

  5. Linked In Assisted Living Professional Network

    Elmhurst residents are our best marketers! There are some who love to participate in health events at the malls, join our Exec when she speaks at Rotary or other civic organization meetings….they are ready to add their 2-cents about how much they love living with us. Our recent tv campaign included wonderful photos of our residents engaging in all sorts of daily activities, etc. Everyone signed off on their images being used in all marketing! The tv spot worked wonders. When we host our holiday Victorian Christmas they are on each floor to greet visitors – Santa hats optional.At our open houses they also ready to tout our great lifestyle. So, yes…residents are the best marketers!
    By Marilyn Mull

    • Wow, Marilyn your retirement community sounds fun and vibrant! No wonder the residents support you 100%, they have a great quality of life!

  6. It is fantastic to hear how communities welcome and encourage their residents to be part of the marketing efforts! When people love a place, they’ll want to tell others about it – communities can take advantage of this by suggesting ideas to them. A resident at a 40-bed assisted living community in Portland, Oregon used senior living review sites like to increase his community’s online visibility and positive reputation – read his story on our blog here: