Search for “luxury retirement communities” and you’ll find not only a multitude of options, but a variety of terminology, too. From “55 and up” to “active lifestyle,” the word “retirement” is being forced out of the conversation, likely because retirement is no longer the only catalyst for change. Baby Boomers – adults ages 51 to 69 – are opting to work later into their golden years, with some launching entirely new careers post-retirement. They are, in effect, completely redefining what it means to retire.

Now, search for luxury retirement communities on Facebook. You’ll find plenty of well-manicured and active pages operated by organizations like Trilogy Active Lifestyle Communities, but too often, beautiful, independently owned properties like this one in CT are lacking when it comes to executing strong social media strategies.

With this audience keeping its ear to the business world, today’s retirees are staying in tune with what’s going on around them, including the expansive digital universe. They are growing more socially savvy all the time, and, according to a recent study, also consume more content than their younger generations. So if your luxury retirement community still isn’t active on social media, you’re likely losing out on potential new business.

Here are three social media tips for luxury retirement communities that will help you grow your audience – and your revenue.

1. Be online, at the right time. Studies show that Baby Boomers are most active online in the morning, particularly between 5 and 9 a.m. This is especially important considering that you are likely targeting an active audience of seniors, many of whom have chosen to continue working and are getting ready to start their day. Use this time to share longer-form content like blogs on Facebook (this age group’s most preferred channel) or news articles on LinkedIn that prospects can share with colleagues and friends.
2. Diversify your content. As a unique, independent community, you have a lot to offer your social media followers. Updates about available properties, community activities, and recommendations for when to retire and how to invest are just a few examples. But often times, communities are leaning heavily on one type of content rather than offering a balanced mix. No one likes to be sold to day in and day out, but your followers, especially prospects, are looking for information to help them make investment decisions. Taking into account when your audience is most active online (above), diversify your content to include a mix of articles, real estate investment resources, photos from around the community, and details about properties for sale, and you’ll have your followers coming back for more.
3. Watch your language. Within the luxury retirement community audience, there are a couple of choice words you should avoid in your social media content: aging and elderly. (I’d also recommend staying away from anything that would get your mouth washed out with soap.) As active, affluent adults, this audience doesn’t largely associate with the retirees of the past. They are living healthier, longer, and more active lives and are looking to enjoy their golden years by exploring new things. In additional to beautiful images (your social media channels justify investment in a great camera, if not a professional photographer), your content should reflect your residents’ and prospects’ active, well-rounded lifestyles. That is not to say there’s no place for health and wellness conversations, but consider limiting them to your blog where they can be carefully categorized, or Pinterest where you can create a dedicated board, like this one.

As Baby Boomers continue to redefine “retirement” as we know it, upscale retirement communities are challenged to reach an audience that’s remaining active for years longer than past generations. Maintaining an active and strategic presence on social media will help communities engage and grow their networks and prospect lists. To learn more about building an effective social media strategy for your community, drop us a line.