Customer behaviour in the later living sector has shifted dramatically over the past decade, driven by changing demographics, advancements in technology, and evolving expectations around retirement. While many older people wish to remain at home for as long as possible, often a later living community becomes the best option only when there’s a pressing need.
For businesses operating in this space, getting to grips with what motivates residents and their families is critical. This article looks into the main factors that shape customer choices and provides practical advice for later-living communities on how to respond to these needs – and grow their market at the same time.
Shifting Priorities: Independence, Wellbeing, and Community
More than ever, today’s later-living residents seek an environment where they can maintain their independence while being supported in all aspects of their wellbeing. A survey by Lottie found that 74% of people looking for care prioritised access to gardens and outdoor spaces, highlighting the importance of environments that promote not only physical safety but also emotional wellbeing.
While physical health is essential, emotional wellbeing is increasingly pivotal in the decision to consider a later living community. Yet, for many older adults, the idea of moving is met with reluctance, often postponed until necessity outweighs preference. In fact, research from The Journal of Housing for the Elderly shows that 90% of older people remain in the place where they celebrated their 75th birthday – emphasising just how deeply rooted the desire to stay at home is.
This strong preference for aging in place highlights the importance of portraying later living as a supportive, empowering choice rather than a last resort. According to studies from Aging in Place, nearly 90% of adults over 65 would prefer to stay in their current homes as they age. By addressing these insights, later living communities can reposition themselves as vibrant options that support independence, wellness, and social connection, helping prospective residents and families see the value of a lifestyle change before necessity dictates it.
Bridging the ‘Not Ready to Buy’ Gap
A key challenge in the later living sector is that most prospective residents aren’t ready to move immediately – decisions are typically needs-driven rather than aspirational. Although staying at home is preferred, only 3.5% of housing stock meets the basic accessibility needs of older adults, with 42% of homes lacking essential features like single-level living and accessible bathrooms. Marketing later living communities with a focus on these aspirational aspects of safety, comfort, and community could help prospective residents see the benefit of moving before it becomes a necessity.
Encouraging a Shift in Perception: Making Later Living a Positive Choice
Many individuals perceive later living as a last-minute solution rather than an opportunity to enhance their lifestyle. To change this mindset, marketers can showcase later living as a vibrant lifestyle choice – an exciting chapter, not a fallback. Rather than competing for a limited audience, communities can benefit from working together to broaden the appeal of later living, making it a lifestyle people aspire to rather than delay. With collaborative efforts, there’s room to grow the market, reaching those who might not yet realise the advantages of an active, socially connected community in retirement.
Mapping the Customer Journey in Later Living
Each stage in the journey brings distinct needs, and recognising these can help communities offer relevant, supportive marketing that feels authentic and helpful at every step.
- Awareness and Initial Interest: At this point, individuals and families may be casually exploring future options, often with no immediate need in mind. Highlighting the perks of later living, such as a lively social environment, wellness programmes, and community connections, can draw in those curious about future possibilities.
- Consideration and Evaluation: Here, potential residents and their families begin seriously weighing various options. Emphasising the flexibility, individualised care, and community engagement offered can make a later living community feel like a vibrant, fulfilling choice – not just a place for support.
- Decision-Making and Immediate Need: This final stage is often driven by urgency, such as a health event or immediate care requirement. Messaging that reassures families of easy transitions, clarity in services, and compassionate support can make a world of difference, offering comfort and confidence when families need it most.
The Role of Family in the Decision-Making Process
Marketing to this audience means balancing the needs of both the prospective resident and their family. Families are often looking for reliability, compassionate care, and opportunities for meaningful engagement, both for their loved one and for themselves when they visit. Showcasing testimonials and stories from other families is a powerful way to build trust.
The Importance of Transparency
In today’s market, transparency is essential. The expectation of clear, upfront communication about services, pricing, and care options is non-negotiable. Research shows that 85% of families prioritise transparent information and clear pricing when selecting a care provider. Hidden fees or ambiguous offerings are an instant turn-off.
Creating accessible, detailed content on websites can help build trust from the start. Later living communities with well-organised, transparent websites that offer comprehensive details on pricing, care packages, and day-to-day life fare better when families conduct their initial online research.
The Rise of Digital Research
These days, families and prospective residents increasingly rely on online tools to research their options. A survey found that 57% of people now use Google searches and online directories as their primary way to find care options. This means that having a strong online presence is crucial for any later living community.
Virtual tours, reviews, and detailed FAQs have become essential parts of the decision-making process. With mobile use on the rise – six times more people now use their phones to research care options compared to 2021 – it’s critical that websites are mobile-friendly and easy to navigate.
Personalisation and Tailored Experiences
Customers today want personalised experiences that reflect their unique preferences, needs, and lifestyles. In fact, 60% of older adults prefer flexible care options that allow them to customise their living arrangements and day-to-day activities
Later living communities that offer bespoke care packages, individualised wellness plans, and tailored services create a greater sense of comfort and belonging.
Highlighting these personal touches in marketing material can help position a community as a place where individuality is celebrated and supported. From personalised tours to customised daily schedules, it’s essential to showcase the flexibility and care options that make each resident’s experience unique.
Final Thoughts
Understanding customer behaviour in the later living sector is essential for driving success. Today’s residents and their families are looking for communities that balance independence with support, emotional wellbeing with physical care, and personalised experiences with transparency. By focusing on these elements and shifting towards an aspirational marketing approach, later living communities can expand their audience, ensuring there’s plenty of opportunity for everyone.
Ultimately, the goal is to grow the market together. Collaborating with others in the sector, rather than competing, can help reach more prospective residents who are ready to consider later living sooner – leading not just to successful move-ins but also to long-term satisfaction within the community.
Ready to learn more about fostering a welcoming, thriving later living community? Let’s explore how your community can become a trusted choice for families and residents alike. Contact me today to discuss tailored strategies that make a lasting impact.
