A step-by-step guide to help you welcome more residents, connect with families, and showcase the best of your community.
Choosing a later-living community or care home is one of life’s biggest emotional decisions. For prospective residents of later living communities, it’s about finding a place to thrive – somewhere safe, welcoming, and full of opportunities. For care homes, the decision often rests with family members, especially daughters who want the best for their loved ones. In both cases, trust, warmth, and a strong sense of belonging matter just as much as practical considerations.
That’s why effective marketing isn’t just about listing facilities and services. It’s about storytelling, building relationships, and showing what makes your community special. A clear marketing plan helps you:
- Reach the right people at the right time
- Stand out from competitors
- Generate leads via meaningful connections that lead to enquiries and move-ins
Table of Contents
What is a Later-Living or Care Home Marketing Plan?
Think of it as your action plan. It’s a guide that maps out what you want to achieve, the steps to get there, and how to track success. It ensures every effort you make is purposeful and effective.
For example:
- Raising awareness locally so more people know about your community.
- Building trust by sharing real stories and testimonials from current residents and families.
- Improving your website to answer key questions and make it easy for people to get in touch.
With a solid plan, you can focus on what matters most while avoiding wasted time and money.
Why Does Your Community Need a Marketing Plan?
If you’re wondering whether you need a plan, consider these common challenges:
- Are occupancy levels dropping? A marketing plan helps you attract new residents to keep your community thriving.
- Are people choosing competitors? New later-living communities, or care homes may seem appealing, but a strong plan helps you showcase what makes your home unique.
- Do they know you exist? If people in your area don’t know about your community, a plan can boost local and online visibility.
- Is your reputation slipping? A few negative reviews or misunderstandings about your services can be addressed with thoughtful messaging and engagement.
- Are your offerings unclear? People need to know what you provide and why you’re the best choice.
- Are you relying too much on old-fashioned methods? Many people search for options online, so having a strong digital presence is essential.
And here’s why it matters:
According to a 2024 survey by Lottie, people now take 30% longer to find a later-living community compared to 2021. The reason? A lack of clear, accessible information online leaves them feeling overwhelmed and unsure where to turn.
It’s not just about time, it’s about what they’re searching for. The same survey revealed that:
- 74% consider a garden the most important feature, highlighting how specific aspects of your community can shape decisions.
- Those searching for a later living community, or care home are six times more likely to use their mobiles now than they were in 2021, showing how crucial it is to prioritise mobile-friendly marketing.
These insights highlight the importance of modern, targeted strategies. Individuals want to feel reassured and inspired during their search, and your marketing plan needs to reflect this.
7 Steps to Build a Marketing Plan for Your Community
A strong marketing plan doesn’t just generate interest – it builds trust, nurtures relationships, and guides people towards choosing your community with confidence. Whether you’re attracting prospective residents to a later-living community or supporting families in choosing the right care home for a loved one, these seven steps will help you create a strategy that works.
1. Get to Know Your Audience
People are looking for more than just a place to live; they’re looking for a home. Understanding their wishes, needs, worries, and hopes is the first step in creating a plan that resonates.
Later Living
Your main audience is the prospective resident – someone exploring a new chapter of life. They’re often looking for independence, community, and lifestyle opportunities while weighing up practical considerations like safety, location, and amenities.
Care Homes
Here, the decision is often made by a family member, usually a daughter or son, who is looking for reassurance, compassionate care, and a safe environment for their loved one. They need confidence in your team, your approach, and the quality of life their parent will have.
Start by asking questions like:
- What are they worried about when choosing a later-living community, or care home?
- What do they value most, activities, facilities, safety, independence, staff?
- How do they search for later-living properties or care homes – online, through referrals, or by visiting communities?
You can find answers through:
- Surveys: Send short, targeted surveys to current residents.
- Conversations: Speak to your current residents and their families.
- Events: Host open days or community events and ask attendees for feedback.
- Digital Tools: Use Google Analytics to understand website behaviour and social media tools to track what content gets the most engagement.
2. Create Personas to Guide Your Efforts
Personas are simple profiles that represent the kinds of people you’re trying to reach. They make it easier to focus your marketing.
For example:
For a later living persona, you might use:
Independent Irene
- Age: 72
- Background: A retired teacher who loves her independence but wants to downsize without losing her active lifestyle.
- Interests: Reading, gardening, yoga, swimming, and cultural activities like theatre trips and book clubs.
- Technology Use: Uses a smartphone, enjoys Facebook, and researches online.
What She’s Looking For:
- A vibrant, engaging later-living community with social and wellness activities.
- A stylish, comfortable home – not a clinical facility.
- Wellness and fitness programs like yoga and swimming.
- Flexible dining options – healthy meals but the choice to cook.
- A pet-friendly environment for her small dog, Max.
Concerns & Hesitations:
- Worried about losing independence or being seen as “old.”
- Wants privacy while staying social.
- Concerned about cost and whether it’s worth it.
- Unsure about downsizing after years in her home.
How to Market to Irene:
- Emphasise independence – focus on lifestyle, not care.
- Use real stories from residents who have made the move.
- Position later living as a choice for an active, fulfilling life.
- Offer practical tools like a downsizing guide or financial info.
- Host inviting events – coffee mornings, fitness sessions, open days.
For a care home persona, you might use:
Caring Christine
- Age: 48
- Background: A busy professional balancing work, family, and caring for her ageing dad. She’s feeling overwhelmed and guilty about needing extra support.
- Interests: Finding the best care option, ensuring her dad is safe and happy, and staying informed about his wellbeing.
What She’s Looking For:
- A warm, welcoming home where her dad will be safe, comfortable, and well cared for.
- Clear, open communication from staff so she always knows how he’s doing.
- A compassionate team who treat residents like family.
- A stress-free transition with support at every step.
Concerns & Hesitations:
- Worried about guilt – is she making the right decision?
- Wants reassurance that her dad will feel at home, not just cared for.
- Concerned about cost and funding options.
How to Market to Christine:
- Lead with reassurance – show real stories of happy residents and families.
- Be clear and transparent – explain care options, costs, and the admissions process.
- Highlight emotional support – she’s making a tough decision and needs empathy.
- Make enquiries easy – offer friendly calls, tours, and guidance.
3. Set Measurable Goals
Decide what success looks like. For example:
- Increase enquiries by 25% within six months.
- Improve your online reviews by gaining 10 new five-star ratings.
- Boost website traffic by 30% by improving SEO (Search Engine Optimisation) and running Google Ads.
Clear goals keep your plan on track and make it easier to measure results.
4. Use Strategies That Work
Here are some ideas for reaching families and potential residents:
Upgrade your website – Make it welcoming, easy to navigate, and full of useful information. Include:
- Testimonials from residents and families
- FAQs covering common concerns
- Virtual tours and high-quality photos
- Engaging videos showcasing life in your community
Showcase real stories – Use social media to share photos, events, and resident stories. For example:
- “Meet Carole, one of our residents who loves sushi. Last week, she hosted a sushi-making class for everyone!”
- Behind-the-scenes team moments
- Resident milestone celebrations
Encourage online reviews – People trust recommendations from others. Ask happy residents and families to leave reviews on:
- Carehome.co.uk
- Social media pages
Run local ads – Use targeted ads to reach the right audience:
- Google Ads targeting search terms like “care homes with great activities” or “later-living communities near me”
- Facebook Ads showcasing your unique approach and resident stories
Collaborate locally – Build partnerships to increase visibility:
- Work with GPs and healthcare professionals
- Partner with community groups and charities
- Attend or sponsor local events
Social media marketing – Post regularly to connect with potential residents and families:
- Short videos and resident interviews
- Stories and testimonials
- Live Q&A sessions to address common questions
Marketing collateral (brochures, flyers, leaflets) – Ensure you have professionally designed materials available in key locations:
- GP offices and community centers
- Local libraries and coffee shops
- Estate agents and financial advisors
Email newsletters – Keep in touch with prospects by sharing:
- Helpful tips and insights for families
- Updates on events and activities
- Inspiring real-life stories from your community
Directory listings – Many families begin their search on care directories. Make sure your profile is:
- Up to date with engaging descriptions
- Complete with high-quality images
- Clear about your services and unique offerings
Host events – Give potential residents and families a chance to experience your community in person:
- Open days with guided tours
- Coffee mornings for casual conversations
- Themed events to showcase your activities and lifestyle
5. Make the Most of Your Budget
You don’t need a huge budget to make an impact. The key is to focus on activities that deliver the best return on investment while strengthening your reputation and visibility. Here’s how to make every penny count:
Improve your website
- Ensure your website is easy to navigate and mobile-friendly – many families and prospects will be searching on their phones.
- Keep content clear, warm, and engaging, avoiding jargon and focusing on what makes your community feel like home.
- Add virtual tours and high-quality images to help people picture themselves or their loved ones living there.
- Update your FAQ section with answers to common concerns, reducing barriers to enquiry.
Run small, targeted ad campaigns
- Instead of large, costly ad campaigns, focus on hyper-targeted digital ads that reach people already searching for care or later living options.
- Use Google Ads with search terms like “best care home near me” or “retirement villages with activities”.
- Experiment with Facebook and Instagram ads, using real resident stories and testimonials to connect emotionally with families and future residents.
- Track your results and adjust based on what works – small tweaks can make a big difference!
Host free open days and community events
- Open days give families and prospective residents a chance to experience the warmth of your community first-hand.
- Offer guided tours with a welcoming team member to answer questions.
- Run interactive sessions, such as coffee mornings, craft activities, or resident-led talks to showcase the lifestyle.
- Invite local GPs, community leaders, and referral partners to build connections and encourage word-of-mouth recommendations.
Maximise free and low-cost marketing tools
- Encourage word-of-mouth – Happy residents and families are your best advocates. Offer gentle prompts for reviews and testimonials.
- Make the most of social media – Post real-life stories, team introductions, and day-in-the-life videos to engage with your audience.
- Use email marketing – A monthly newsletter costs little but keeps prospects engaged, sharing updates, upcoming events, and testimonials.
- Build local partnerships – Work with community groups, churches, GP practices, and charities to raise awareness of your services at no extra cost.
6. Measure and Adjust
Marketing isn’t just about putting content out there – it’s about knowing what’s working and fine-tuning your approach to get better results.
Focus on tracking key areas:
- Website traffic: Are more people visiting your site? Which pages are they spending time on?
- Enquiries: Are calls, emails, and form submissions increasing? Which marketing efforts are driving them?
- Social media engagement: Which posts are getting the most likes, shares, and comments? What kind of content performs best?
- Advertising results: Are your paid ads leading to enquiries? Which keywords and targeting work best?
- Feedback from residents and families: What do they say influenced their decision? Are they mentioning specific marketing efforts?
Once you’ve gathered insights:
- Do more of what works – If a particular post, ad, or email is driving engagement, build on that success.
- Adjust what isn’t working – If an approach isn’t leading to enquiries, tweak the messaging, audience, or format.
- Stay flexible – Keep testing, refining, and improving your marketing to attract more residents and connect with families.
Regular check-ins on your progress help make sure your marketing is always working hard for you.
7. Bring Your Marketing to Life
- Add Testimonials
Nothing builds trust like hearing from real people. Include quotes or stories from residents and families, such as:
- “Moving into (Community Name) was the best decision I ever made. I have a wonderful community around me now and it keeps me happy, active, and full of life again”
- “The staff here treat everyone like family. You can feel how much they care.”
- Use Photos and Videos
Show your community in action with:
- Photos of residents enjoying activities.
- Short video tours of your facilities.
- Clips of residents and their sharing their positive experiences.
- Highlight Key Features
If you have standout features, like gardens, exercise classes, or memory care programmes, make sure these are front and centre in your marketing.
Final Thoughts
A good marketing plan isn’t just about promoting your community, it’s about building relationships and trust. By understanding your audience, sharing your story, and using thoughtful strategies, you’ll not only attract new residents but also create a lasting positive reputation.
Start small, stay consistent, and focus on what makes your community truly special.
Download your free marketing plan template
Need Help Bringing Your Marketing Plan to Life?
How Commercial Acceleration Can Help Your Business Thrive
A good marketing plan isn’t just about promoting your community – it’s about building relationships, trust, and a sense of belonging. By understanding your audience, sharing your story, and using thoughtful strategies, you’ll attract more residents and create a lasting positive reputation.
If you’d like support in shaping your marketing approach, Commercial Acceleration can help:
- Light-touch workshop: Get hands-on guidance to build a clear, actionable strategy you can implement yourself.
- Done-for-you service: Prefer a full-service approach? Let Ali and the team take care of everything for you.
Start small, stay consistent, and focus on what makes your community truly special. And if you need a little help along the way, you know where to find it.
Ready to grow your community?
From crafting the perfect marketing plan to delivering strategies that drive real results, we’ll guide you every step of the way. Get in touch today for a free consultation and discover how we can help your later-living or care home community thrive.
