Operators should emphasize lifestyle in marketing efforts: study

Operators can make their communities more appealing to prospective residents by focusing on lifestyle and avoiding phrases such as “age-restricted” and “active adult” in their marketing materials, because they make prospective residents feel old, according to new research from Tempe, AZ-based research firm Zion & Zion. The national survey, conducted online earlier this year with 3,254 people who were aged 50 to their mid-80s, centered on active adult 55+ communities, but Zion & Zion CEO Aric Zion, one of the report’s authors, said operators of other senior living settings could…

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