As senior living evolves, new demographics are emerging. One of these groups is solo agers — individuals in their mid-50s or older who are aging without traditional families.
This group includes a subset known as kinless seniors who have no immediate family to rely on for care. As this demographic grows, senior living operators will need to understand their situations even more thoroughly and develop strategies to help them live more connected lives.
Understanding Solo Agers and Kinless Seniors
Many solo agers have never married, while others are widowed, divorced, or estranged from family. Kinless seniors have no children, spouse, or siblings to assist them as they age, leaving them entirely dependent on themselves or professional care services.
According to recent data, the number of adults without family ties is growing as societal structures shift.
Many of these individuals haven’t planned for their future living arrangements, leading to a unique opportunity for senior living communities to educate and guide them.
Learn How to Engage Solo Agers
Marketing Strategies for Seniors Living Alone
At Craft & Communicate, we recognize that marketing to solo agers and kinless seniors requires a focus on independence, planning, and community support, given their unique concerns and circumstances. Here’s how to create marketing campaigns that speak directly to these groups:
Acknowledge Their Independence While Offering More Convenience
Solo agers, especially kinless seniors, often take pride in their independence and are likely to be wary of anything that suggests a loss of control. Your marketing message should emphasize how senior living communities will enhance their quality of life while respecting their autonomy. Highlight options like independent and retirement living, where residents maintain self-sufficient lifestyles but have the security of future care if needed.
By showing how your community contributes assistance when it becomes necessary, you’ll alleviate their concerns about being alone if their health declines, replacing worries with peace of mind.
Explain Long-term Care Options for Kinless Seniors
One of the most significant and apparent challenges for kinless seniors is the lack of family members to advocate for them when they need care.
Your marketing materials should clearly outline the long-term care options available in your community, such as assisted living and memory care, and how these services relieve residents who do not have family caregivers.
This group is particularly vulnerable to issues of loneliness and care neglect, so emphasizing the professional, compassionate care your community provides can be highly reassuring. Answer direct questions and make it clear that your community has a reliable solution.
Financial Guidance for Solo Agers and Kinless Seniors
Plenty of solo agers, particularly kinless seniors, have no one to assist with the financial aspects of senior living. As such, they may feel uncertain about how they will afford senior living or long-term care on their own.
Delivering educational content that explains financing options — such as long-term care insurance, savings plans, or government assistance programs — may be especially interesting to them.
Consider developing blog posts, guides, or webinars that specifically discuss financial planning for kinless adults, explaining the steps they might take to afford senior living even without the financial help of a family.
Learn How to Engage Solo Agers
Emphasize Social Connection to Combat Loneliness
Loneliness is a serious concern. Without the close ties of loved ones, numerous solo agers struggle with social isolation, which often negatively impacts their mental and physical health.
Make sure to demonstrate the strong sense of community and connection that senior living presents in your marketing.
Feature real-life stories or testimonials from kinless seniors who found companionship and a sense of belonging in your community. Emphasize how social activities, communal dining, and group events create a fulfilling social life, enabling solo agers and kinless seniors to feel less alone.
Consider Seasonal Opportunities
The holiday season is a particularly poignant time for solo agers and kinless seniors, who may feel the absence of family more acutely.
Consider launching campaigns around the holidays that specifically target this group, inviting them to participate in community events or special celebrations. You’ll introduce them to your community’s culture and showcase the social benefits of senior living.
Additionally, since seniors without family don’t face as many holiday obligations, they may be more open to making a move during the holiday season. Your marketing team could think of a special promotion or event geared toward solo agers and kinless seniors to encourage them to transition into senior living at the end of the year.
Personalized Communication for Kinless Seniors
With no family members involved in their decision-making process, solo agers and kinless seniors are likely to want personalized, direct communication.
Adjust your outreach efforts by meeting for one-on-one consultations, personalized tours, or virtual meetings where you directly address their concerns and give reassurance. Use marketing automation to send relevant content based on their interests, such as financial tips or long-term care planning, to keep them engaged over time.
Creating Lasting Connections Over Time
Solo agers may take longer to make decisions about senior living, as they have no family pressure pushing them to act quickly. Building a long-term relationship with this demographic requires patience and continued engagement through multiple touchpoints. Marketing automation is an effective tool here, ensuring that solo agers receive a steady stream of relevant content without feeling overwhelmed or pressured.
Additionally, ensure that your content is empathetic and informative while reinforcing their independence. Position your community as a trusted advisor who understands the unique challenges of aging solo, and who offers special support for when the time is right.
Is it Time to Address the Needs of Solitary Seniors?
As the needs of older adults like this evolve, your marketing efforts should, too. The rise of seniors aging alone is not a temporary trend; it’s a long-term shift in our senior living industry.
Specifically, studies show that as many as 27% of American adults aged 60 and older are aging solo, and a significant portion of these individuals are kinless. As this population grows, so does the need for senior living communities to adapt to their circumstances.
Whether through emphasizing independence, personalizing financial education, showing a focus on community and social connection, or demonstrating the benefits of your care options and the security they provide, you too can craft compassionate ways to build trust with solo agers who may also be kinless seniors.
Schedule a Meeting About Targeted Senior Living Marketing
We’re happy to assist in ensuring your community remains a top choice for those aging solo — along with those who already have the support of loved ones. To learn more about how Craft & Communicate will increase your overall occupancy, get in touch with us for a free consultation. We look forward to speaking with you!
