Later Living’s Potential, Powered by Digital Marketing

Digital Marketing: The Key to Unlocking Later Living's Potential

With 12.7 million people over 65 currently comprising 18.9% of the UK population, the senior living sector is poised for unprecedented growth. From now until 2030 alone, there will be a 13.7% increase in people over 65 and a staggering 26.9% increase in those over 85. These aren't marginal increases. They represent a fundamental transformation in our demographic landscape.¹

Yet despite this enormous potential, the market remains largely underdeveloped, with less than 1% of older people housed in purpose-built senior living schemes compared to 5-7% in other developed countries. This gap represents a massive opportunity waiting to be seized.

Wealth and Equity Are Often Overlooked

We all know that wealth accumulation amongst the over-60s in the UK is substantial and represents a significant portion of the nation's total wealth. In fact the current generation of older people represents the wealthiest cohorts in the country's history. In our recent "Downsizers Report" over 60% of planned property purchases will be done so in full with cash, and only 10% of respondents cited financial reasons as the motivation to downsize. Lifestyle, being nearer to family, living in a community with better and walkable amenities were more important.

Understanding the Real Barriers

The sector faces several connected challenges. There's currently limited information available about how the market works and what the Later Living market comprises or  offers. Planning permission is unpredictable because councils can't agree whether these developments count as regular housing or care homes, which regularly causes delays and increases costs. Perhaps most importantly, many investors and developers treat senior living purely as a property investment, rather than understanding that success depends on genuinely meeting older people's care and lifestyle needs.

The Path Forward

The sector needs a fundamental shift in mindset. Successful operators will be those who genuinely understand what older people want rather than relying on assumptions based on developer preferences, but real market insights. Building what people actually need, understanding national demand across different tenure models and locations, and creating age-friendly, dementia-inclusive, faith and culture-sensitive communities will differentiate winners from the rest.

A Genuine Opportunity

The senior living sector represents one of the most significant demographic-driven opportunities in today's market. With 2.4 million additional people aged over 65 by 2030, substantial existing wealth awaiting appropriate options, and critical undersupply of suitable housing, all the fundamentals align. Yet success requires more than recognising the opportunity. It demands genuine market understanding, appropriate business models, and the ability for IRCs to effectively communicate their offer and target their growing target audience.

This creates an opportunity for operators who invest in a property digital marketing specialist to capture disproportionate market share, as they'll be the ones found, understood, and chosen.

The fundamental problem: Awareness gap

The data shows that less than 1% of older people live in purpose-built senior living schemes, yet 5-7% do in other developed countries. This isn't just a supply problem, it's a visibility and awareness problem. Most older people don't know these options exist, don't understand what senior living actually offers, and haven't considered it as a possibility. Our recent survey confirms this alarming gap: 16% of respondents said they were not familiar with IRCs at all. Whilst the target audience - and their children - are searching online for options, they're not finding compelling and informative content on the platforms they use.

Where the market actually happens

Many Later Living operators continue to rely heavily on traditional marketing methods such as direct mail and property magazines, yet our recent research reveals a significant disconnect with how their target audience actually behaves. Whether researching a later living community for themselves or supporting an ageing parent, today's prospects turn to Google, social media, and review sites. They're comparing facilities, reading reviews, and making initial decisions before ever visiting a site. If operators aren't visible in these digital moments, they could lose the sale before it begins. Our survey data underscores this shift: three-quarters of respondents aged 60+ actively use Facebook, whilst nearly 60% use YouTube and over a third are on Instagram. Engagement levels are remarkably high, with over 43% using social media several times daily. The message is clear: Later Living operators must meet their audience where they already are, online and highly engaged.

“I use LinkedIn and Facebook everyday. I'm on Instagram a lot for visual inspiration, like ideas for new projects. I use social media all the time.”
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Bruce, 65, Scotland

The positioning challenge

Most Later Living marketing treats this as a real estate play, using glossy photos of apartments, floor plans, price lists. What actually drives decision-making is understanding what people want, the quality of care and community, tenure flexibility, and affordability. Digital marketing can play a critical role in communicating these deeper value propositions, not just the physical product, at every stage of the buyer journey.

"I think I'd be a bit worried; there's a lot in the media about people buying places and then not being able to sell them, and also the overhead costs with them."

Pam, 68, London 

Reaching the Right Audience

Effective digital marketing for later living communities requires addressing both multi-generational decision-making and local search visibility. Whilst residents are typically 65+, their adult children frequently drive decisions, making it essential to target both groups by using inspiring content about independent living for older people alongside practical information about care and safety for families. Strong local SEO, optimised Google Business profiles, and location-based advertising ensure your community appears when families search for "retirement living in [area]" or "retirement community near me" capturing potential residents when they're actively seeking solutions.

Building Trust and Transparency

Building trust through digital content is essential for later living communities. High-quality video tours, resident testimonials, and day-in-the-life content help prospects experience the community remotely, which is particularly valuable for adult children researching options for parents who live far away. Educational content such as blog posts and guides that address common concerns like "What's the difference between assisted living and retirement communities?" positions you as a trusted resource rather than just a salesperson. Meanwhile, encouraging and responding to Google reviews, managing online reputation, and showcasing resident satisfaction builds credibility in a sector where trust is paramount.

Efficient Lead Generation

Digital advertising offers precise, cost-effective targeting that traditional methods cannot match. Since people researching later living options often take months to decide, retargeting keeps your community top-of-mind throughout their search. Meanwhile, automated email sequences guide prospects through their decision journey with relevant information at each stage, from initial curiosity to booking a visit, nurturing relationships until they're ready to take action.

Community Building and Engagement

Building an engaging social media presence and hosting online events are powerful ways to connect with prospects. Showcasing daily activities, events, resident stories, and community achievements on platforms like Facebook helps prospects visualise life in your community whilst simultaneously keeping current residents' families connected and informed about their loved ones' experiences. Complementing this ongoing engagement, hosting webinars about topics such as downsizing, financial planning for retirement, or virtual tours of your facilities can attract qualified leads whilst providing genuine value and positioning your community as a supportive partner in the transition to later living, not simply a service provider.

Data and Insights

The analytical capabilities of digital marketing provide invaluable insights that enable continuous improvement and optimisation of your strategy. Detailed data reveals what messaging resonates with your audience, which channels drive enquiries, and where prospects drop off in the decision process This allows you to refine your approach based on evidence rather than assumptions. When integrated with a CRM, you can track prospects from their first digital touchpoint through to move-in, creating a comprehensive understanding of the customer journey that helps identify bottlenecks, optimise conversion rates, and ensure no potential resident falls through the cracks during what is often a lengthy and emotionally complex decision-making process.

Meeting the Moment

Digital marketing offers a powerful platform to reshape perceptions and clearly differentiate your community in a competitive marketplace. Through strategic content marketing, you can challenge outdated perceptions about retirement living by showcasing modern amenities, active lifestyles, and genuine independence rather than institutional care This helps  prospects see later living as an enhancement rather than a compromise. Simultaneously, in a market with varied operational models, digital channels allow you to clearly communicate what makes your community unique, whether that's specialised care provision, diverse social activities, attractive location, flexible ownership models, or exceptional value. This ensures  the right prospects understand why your community is the ideal choice for their specific needs and aspirations.

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If you want a clearer view of how buyers navigate Later Living, from downsizing triggers to digital touchpoints, download The Downsizers Report

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References
1. Phil Schmid, Senior Director, CBRE, Investing in later living: opportunities and risk mitigation, Urban Living Festival 2025