You know that the decision to move a loved one into a community involves more than one stakeholder. Increasingly, adult children are at the center of this critical journey, influencing nearly half of senior living decisions. How can you build trust and differentiate your community in the eyes of these key decision-makers?
Adult children represent approximately 30–50% of online researchers in the senior living decision process. Ignoring this influential group risks missing critical opportunities to connect deeply with prospects. Successful senior living communities proactively engage these influencers, recognizing their unique concerns around safety, independence, and overall quality of life for their loved ones.
Adult children often have distinct motivations compared to their aging parents. While older adults prioritize independence, 55% of adult children are primarily motivated by safety concerns. Understanding this difference is crucial for crafting targeted messaging.
Engagement with adult children should happen early and often. The senior living decision journey typically involves 28 activities before move-in. Adult children should receive consistent reassurance at critical junctures—after inquiries, initial tours, or significant follow-up activities.
Adult children are inundated daily with digital communications. In contrast, they receive fewer than one handwritten card per month. This scarcity makes physical direct mail uniquely impactful. Handwritten reassurance cards, sent at strategic points in the decision journey, offer genuine emotional resonance and personal touch.
Balancing personalized outreach with practical workflow constraints is challenging. Yet, automating personalized handwritten mail via PenPals ensures timely and consistent engagement without overwhelming your sales team.
Implementing a systematic approach to sending handwritten cards doesn't mean sacrificing authenticity. The PenPals platform allows you to create genuinely handwritten cards that are automatically triggered based on your prospect management system.
Dear {Adult Child First Name},
Thank you for reaching out about {Community Name} on behalf of your {relationship - mother/father}. Having supported many families through this journey, I understand the mix of emotions that come with exploring senior living options. I'm here to be a resource for both you and {Senior's Name} as you navigate these important decisions together.
Would it be helpful to schedule a time to discuss your specific questions and concerns? I'm available by phone at {phone number} or email at {email address}.
Warmly,
{Sales Counselor Name}
Dear {Adult Child First Name},
It was a pleasure meeting you and {Senior's Name} during your visit to {Community Name}. I noticed how attentive you were to details about our safety protocols and social activities—both crucial aspects of finding the right community.
I've enclosed our calendar of upcoming events. Perhaps you'd both like to join us for {specific upcoming event} to experience our community in a more relaxed setting? Many families find these casual visits helpful in their decision process.
I'm here to support you both however I can.
With appreciation,
{Sales Counselor Name}
Dear {Adult Child First Name},
After our conversation about your concerns regarding {specific concern, e.g., "your mother maintaining her independence"}, I wanted to share how we approach this at {Community Name}.
Many families have expressed similar concerns, and I've seen how {brief example of how others have adapted}. I thought you might appreciate knowing that {specific feature or approach relevant to their concern}.
I'm happy to connect you with other family members who've navigated similar situations if that would be helpful.
Sincerely,
{Sales Counselor Name}
The beauty of an automated handwritten card strategy is that it becomes measurable. Track your results by:
Communities using personalized mail strategies report seeing up to 20% higher engagement rates from adult children in the decision process.
In an increasingly digital world, the simple act of sending a handwritten card creates a meaningful distinction for your community. By thoughtfully engaging adult children with personalized, physical mail that addresses their specific concerns, you demonstrate your commitment to family-centered care.
The decision journey for senior living is fundamentally a family journey. When you recognize and honor the vital role that adult children play through personalized, tangible communication, you're not just marketing your community—you're building the foundation of trust that families need to make confident decisions.
Ready to implement a systematic approach to winning over influential adult children? Create your PenPals account today and start sending handwritten cards that make a lasting impression.
.png){kind=icon}
