In senior living, the holiday season creates a unique challenge for families, and an opportunity for communities to offer a timely solution. What many don’t realize is that as families come together for different occasions, adult children may see their loved ones for the first time in months. This often reveals changes or concerns they hadn’t noticed before, making the holidays a key time for communities to position themselves as a trusted resource while families begin discussing next steps for their loved ones. That’s why we’ve written this blog to showcase why the holidays matter, and how you can position your community for success.

Family Gatherings Spark Care Conversations (and Questions)

As families gather for the holidays, often after months apart, adult children and loved ones may begin to notice changes that spark new and sometimes difficult conversations. This is a pivotal moment where your community can offer reassurance, support, and guidance.

Here are ways to thoughtfully position your community to help families during this time:

• Create awareness campaigns that position your community as a trusted resource, not just a provider.
  
  
• Use content (blogs, social posts, videos) to educate families about signs it might be time for assisted living or memory care.
  
  
• Create emotion driven messaging that meets families where they are emotionally and practically. Let them know that you understand the holidays are difficult.

Place yourself in the shoes of an adult child who just saw their parent forget things they never would have before. Consider the questions they may be asking (i.e. signs of dementia) and be the resource they turn to by providing the information and support they need.

The Power of Emotion in Marketing

The holidays heighten emotion (nostalgia, gratitude, togetherness) which can be leveraged authentically to strengthen your brand story and credibility among potential residents and their families. This can also be a hindering factor for families who just aren’t ready to let go and take the steps towards care. As a community, you can lean into these emotions and showcase what life can actually look like after taking the step toward senior living.

Consider implementing these marketing strategies during the holiday season:

• Storytelling sells: Share resident and team stories, gratitude campaigns, or videos showcasing the positive elements of your community experience.
  
  
• Acknowledge the difficulties: Create content like a carousel post on social media to help families navigate the difficult conversations they are having. Consider posting “7 tips for talking to your parents about senior living.”
  
  
• Emotional cues convert: Ads and emails that evoke comfort, family, and hope often outperform generic service messaging during this season.
  
  

The holidays are filled with heightened emotions and meaningful reflection, making it the perfect time to go beyond the status quo. Lean into human-centered storytelling and emotional connection if you want families to feel confident taking the next step. Facts alone won’t cut it.

Communities Are at Their Most Marketable

The holiday season creates a variety of opportunities to open your doors to the local community for marketing opportunities. With an influx of families visiting their loved ones and opportunities for themed events, your community has a window to capitalize. 

Consider some of the following approaches:

• Holiday Email Campaigns: Whether it’s wishing your contacts a Happy Thanksgiving or inviting them in to see your community’s holiday decorations, don’t let this season pass by without upping your outreach. Strategic, heartfelt email campaigns can help nurture leads, re-engage prospects, and strengthen relationships with families who are considering senior living options.
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• On-Site Events: There are countless ways for your community to open its doors during the holidays. Whether it be a tree lighting or a holiday open house with music and treats, you can position your community to invite guests in a creative way to help boost tours.

Turning Holiday Buzz Into Long-Term Engagement

Once your holiday plan is set, it’s important to think beyond the season and focus on your long-term marketing goals. The work you do now should continue building relationships well into the new year.

Here are a few ways to sustain that momentum:

• Send personalized “Happy New Year” messages to families who toured or inquired.
  
  
• Share “Year in Review” recap posts that highlight milestones and memories.
  
  
• Continue using the holiday content library (photos, testimonials, videos) to power Q1 campaigns.

The holiday season is more than a time for festive décor and seasonal cheer - it’s a strategic opportunity for senior living communities to connect with families, showcase their culture, and nurture leads in a meaningful way. By leaning into the emotional nuances of the season, leveraging storytelling, executing thoughtful email campaigns, and hosting inviting on-site events, your community can position itself as a trusted resource when families are making important care decisions. Contact Solinity Marketing today to partner with a team who can set your community apart this holiday season.

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