Marketing to Seniors in 2025: What Works and What Does Not

Adults over 65 control trillions in spending power. They are online, they are mobile, and they are selective. To reach them, you need strategy that respects their intelligence, reduces friction, and connects across digital and offline channels.

TLDR – Quick Wins for Marketing to Seniors in 2025

• Leverage Data: Look at your current residents, how did they get to you? Pair that with demographic tools to map behavior, not just age.
• Blend digital and offline: QR codes, mailers, social, phone, and in-person.
• Prioritize accessibility: Legible fonts, simple navigation, alt text, and clear calls to action.
• Test video content: OneDay's Community Highlight Pages and automated video sharing have shown up to 79% higher close rates.
• Track results and refine quickly: Small changes like faster site load times or clear tour forms can shift move-in rates.

Understand Your Senior Audience
Seniors are not one group. Baby Boomers and the Silent Generation differ in comfort with technology, how they gather information, and how quickly they decide. Start with data: how they search, what devices they use, and what sources they trust.

Over 90 percent of adults over 65 use the internet today. Many search online first before ever making a call or visiting a community. The point is simple: assumptions are expensive.

Use an Omnichannel Approach
Seniors toggle between print, digital, and in-person experiences. The smartest marketers connect these dots.

• Send direct mail with QR codes that link to a landing page.
• Stay active on Facebook, where many use it to stay connected and read news.
• Pair digital resources with phone or in-person follow-up to build trust.
• Use video hubs or highlight pages that combine floor plans, reviews, and tour options in one place.

Automation helps, but human options matter. If you rely only on bots or AI, you lose the credibility that comes from real connection.

3. Prioritize Clarity and Accessibility
Accessibility is not optional. It signals respect and improves performance.

• Large fonts and clean layouts.
• Clear labels on buttons and forms.
• Alt text and captions on all visuals.
• No pop-ups, autoplay, or confusing navigation.

Communities that streamline digital touchpoints consistently report increases in inquiries and move-ins.

Digital Marketing That Drives Move-ins
One operator simplified its site with faster load times and an easy tour request form. By pairing that with clear, accessible video content, they saw move-in inquiries rise 15 percent in three months.

Common Mistakes to Avoid

• Believing seniors are not online.
• Relying only on automation or bots.
• Using complex or condescending language.
• Publishing online-only without offline support.
• Ignoring mobile and tablet usability.

Conclusion
The path forward in senior marketing is clear. Segment deeply. Engage across channels. Remove friction with clarity and accessibility. And measure every move.

Action Step: Run a quick audit this week. Test one improvement—like a streamlined homepage, captions on your videos, or faster page speed—and track the results.