Winning the Heart of the Adult Daughter

Marketing senior living communities is a unique challenge—a cross between housing and healthcare services. To be successful, it’s essential to target not only the seniors themselves but also their adult children—often the eldest daughter—who frequently play a pivotal role in the decision-making process. In this blog, we will delve into the world of marketing to the adult children influencers of potential senior living residents. We’ll explore innovative marketing tactics for senior living providers, with a focus on digital marketing strategies, to help your community stand out in a competitive market.

The Heart of the Matter

Before crafting any marketing plan, it’s crucial to understand your target audience, which, in this case, is the adult children of potential senior residents. These adult children often act as advocates and advisors, and sometimes as decision-makers. Whereas the senior may be most concerned about independence and lifestyle, the adult children influencers are driven by concerns for the well-being, comfort, and happiness of their aging parents. Speaking to these concerns will help your messaging resonate and build brand preference for your community. 

Every message should be rooted in acknowledgment of the emotional weight of the decisions they face. Address their concerns and fears about the transition of their parents to a senior living community. Convey a deep sense of empathy and understanding, assuring them that you’re not just a service provider but a compassionate partner in this journey. For example:

“We understand that this decision isn’t easy. Your parents’ well-being is your top priority, and it’s ours, too. We’re here to support you every step of the way.”

“You’re not alone on this journey. Join a community of caring families who have found peace of mind in our senior living community.”

Then, you want to address their specific concerns. 

Safety and Security

Safety is a top concern for adult daughters. Assure them that your community is equipped with the latest security measures to provide a secure environment for their loved ones. Be transparent about the safety protocols in place and the peace of mind your community offers:

“We’ve invested in advanced security systems to provide a safe and secure environment. Rest easy knowing your parents are protected 24/7 in our community.”

“Safety is our top priority. With state-of-the-art security measures, your loved ones are in good hands.”

Quality of Care and Personalized Attention

Adult daughters are also concerned about the quality of care and personalized attention their parents will receive. Highlight your community’s commitment to providing the highest level of care, emphasizing the professional and compassionate staff who form meaningful connections with residents. Mention your personalized care plans and individualized attention that will ensure their parents’ unique needs are met:

“Our dedicated team is more than just caregivers; they’re companions who genuinely care for your parents. We offer personalized care plans tailored to your loved ones’ specific needs, ensuring they receive the best care possible.”


Share the stories of residents who have found happiness and fulfillment in your community. Provide testimonials, success stories, and vivid descriptions of daily life. Show how your community promotes engagement and a sense of purpose, highlighting the social activities, events, and amenities available:

“At our community, we don’t just focus on care; we promote a happy and fulfilling life for our residents. Our vibrant community life includes engaging activities, events, and a supportive environment where your parents can thrive.”

“Experience the joy of seeing your parents thrive. Our caring staff and engaging activities ensure their happiness and well-being.”

By crafting messages that convey empathy, safety, quality of care, and a vision of a happy and fulfilling life, you can effectively connect with adult children. Your messaging should provide reassurance and a clear picture of how your senior living community can meet the unique needs and aspirations they have for their parents. Building this emotional connection and trust is crucial for adult children as they navigate the senior living decision-making process.

Targeting the Adult Children

Now that you have an idea of what to say, how can you best reach the adult children? Engaging through digital platforms is a vital component of any effective marketing strategy. In this digital age, adult children influencers are more connected than ever before, making it essential to have a strong online presence to reach and resonate with them. Online marketing also helps you be more targeted with your messaging, allowing you to find and speak directly to adult children of seniors. 

Paid Advertising

Utilize paid search, programmatic display, connected TV (CTV)/OTT and retargeting tactics that offer detailed targeting options, ensuring your message reaches those who matter most.

Your paid search strategy might include keywords that target those searching for information on “senior living for my mom,” or “how to pick a senior living community for my parents.” Ensure that your keywords, text ads, and landing page all contain content appropriate for reaching the adult children. 

Programmatic display and CTV both offer data-driven, automated approaches to reaching adult children influencers online based on demographics, interests, and online behavior. This means your ads will reach the adult children who are most likely interested in your community. Display allows you to create eye-catching ads that showcase unique features of your community, whereas CTV gives you the opportunity to tell your story through video. Consider creating video tours of your senior living community, showcasing the warm and welcoming environment, caring staff, and various amenities. Share residents’ testimonials and success stories, allowing potential residents’ families to envision their loved ones living happily and comfortably in your community. These videos not only provide an authentic view of what life is like in your community but also establish an emotional connection, which is often a key driver in the decision-making process.

Social media advertising is a little trickier because of the targeting limitations placed on the housing category. AcrobatAnt has found success with our clients’ campaigns by strategically crafting messages talking to adult children and separate ads talking to potential resident seniors. As users on these platforms engage with the ads, the platform auto-optimizes to reach the right audience. 

Don’t forget to retarget visitors to your website or those who have engaged with your online or social ads. Retargeting is a powerful tool for staying top-of-mind among adult children influencers. It serves as a gentle reminder and encourages them to revisit your community’s offerings. By consistently displaying ads to those who have shown an interest, you maintain a presence throughout their decision-making process and increase the chances of their choosing your community when the time comes.

Online Reviews and Reputation Management

Adult daughters in particular are looking at your reviews—Facebook, Google, A Place for Mom,, etc. Savvy senior marketers have their bases covered with positive reviews from satisfied families. Encourage your current residents and their families to leave reviews by offering a how-to guide. 

While negative reviews are almost inevitable and may be factual or not, always respond in an empathetic and professional manner. Your online reviews are not the place to point fingers. Respond to the review addressing the concern mentioned and showcase your community’s commitment to improving residents’ lives.

Social Media

In addition to maintaining a presence on social media platforms, it’s essential to actively engage with your audience. Respond to comments and messages promptly and thoughtfully. Share user-generated content, such as pictures and stories from residents and their families, to create an authentic and positive image of your community. Conduct social media contests or interactive challenges that encourage followers to participate and share their experiences. These activities not only keep your community top-of-mind but also encourage interaction and conversation within your online community.


To excel in the senior living market, it’s crucial to adopt effective marketing strategies that target the adult children influencers of potential residents. By understanding their needs, utilizing digital marketing tools, and crafting a compelling message, you can connect with these critical influencers. 

AcrobatAnt, as a trusted senior living marketing agency, understands how to win the heart of the adult daughter. Our thoughtful approach and commitment to delivering results make us an ideal partner for your marketing needs. Contact us today to discover how we can help you reach your marketing goals and establish a strong brand presence in the senior living community market.

Want to continue the conversation?

Contact Angela Harless at [email protected] or 918-938-7912.