Marketers Zero in on Adult Child in Senior Living Sales

Senior living marketers are zeroing in on prospects’ children as a strategy to counteract delayed transitions into senior housing communities, noting a correlation between adult child involvement and quicker move-ins.

“Adult children getting more and more involved than they ever have at the residential level,” said Krista DiGeorge, regional marketing director at Asbury, a not-for-profit senior living organization, during a session at the 2013 LeadingAge Annual Meeting and Expo. “They’re realizing the impact on them to have Mom and Dad at home.”

With many seniors delaying a move, more adult children are serving as caregivers, Cathy Ritter, vice president of Marketing and Communications at Asbury, said during the session. But many of those adult children are in the “sandwich generation”—caring for elderly parents while still raising their own family—and they’re concerned about their parents’ safety.

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