Leaders from the not-for-profit sector of senior living descended on Ponte Vedra Beach, Florida, recently for the 19th Annual Ziegler Senior Living Finance + Strategy Conference.
Representatives from senior living communities and partner organizations coast to coast came together for two-and-a-half days to network, participate in peer-led workshops, and hear a detailed forecast of what’s on the horizon for senior living.
Jim Glynn, GlynnDevins principal, was invited to speak on the conference’s closing panel, particularly about the changing senior consumer and the future of senior living marketing.
It’s no secret the Baby Boomers are coming. In fact, the first of this generation reached age 65 in 2011, but as Glynn explained, the retirement expectations of Boomers differ greatly from those before them – they want resort-style living, not a nursing home. The status quo is no longer good enough, and in a field that continues to see tremendous growth, whether communities sink or swim will largely depend on their ability to differentiate themselves from competitors.
Reaching this new consumer, and in a way they prefer, is also going to be key. Glynn said this means creating more cohesive, targeted marketing plans, and investing in technology and data analytics to support a more personalized customer experience.