Take a look at most senior living marketing and you’ll notice something right away. It looks like it hasn’t changed in 20 years. Stock photos, soft-focus brochures, vague promises about golden years, and websites that load like it’s dial-up.
The problem? The people making the decisions today are not your residents. They’re their adult children. Gen X and Elder Millennials are the new gatekeepers, and they’re not impressed.
These generations grew up on early internet, watched it evolve, and now manage their lives through smartphones, apps, and instant search. They are skeptical, tech-savvy, and overwhelmed with responsibilities. If your marketing feels outdated or hard to navigate, they won’t stick around. They’ll move on to the next community that feels modern, clear, and trustworthy.
Outdated Tactics That Are Driving People Away
Here’s what we’re still seeing from senior living communities in 2025:
- Websites that aren’t mobile friendly
- Pages buried three clicks deep with no clear path to contact
- Forced gated forms just to see pricing
- Brochures filled with generic stock photography
- Facebook pages with no real updates or engagement
- Slow response times to inquiries or no response at all
This approach worked in 2005 when the resident might have walked in to ask questions or picked up a brochure in person. It doesn’t work now. Gen X isn’t walking in. They’re Googling from their phone. They’re checking reviews. They’re looking for proof before they ever speak to someone on your team.
What Gen X Actually Wants
Here’s what today’s caregivers expect:
1. Mobile-first websites that work
If your site takes too long to load or looks bad on a phone, you’re already out of the running. Gen X expects a clean, responsive experience that helps them get information fast.
2. Clear pricing and transparency
Today’s adult children don’t want to fill out a form just to get a ballpark cost. Be upfront. Communities that are clear about pricing build trust instantly.
3. Real photos and real stories
Stop using stock photos from 1998. Gen X wants authenticity. Show your team. Show your residents. Share real testimonials. Give them a feel for the culture of your community.
4. Easy ways to schedule a tour or ask a question
A prominent “Book a Tour” button. A phone number that’s clickable. A chatbot that works. Gen X doesn’t want to dig for your contact info.
5. Fast follow-up
They’re busy. They’re stressed. If they reach out and don’t hear back for 48 hours, they’ve already moved on. Speed builds trust.
6. Social media that feels alive
An empty or outdated Facebook page sends a message that your community isn’t active. They’re not looking for memes, they’re looking for connection, trust, and proof of care.
It’s Time to Catch Up
Your community may have beautiful grounds, a caring staff, and a great reputation. But if your marketing looks like it hasn’t evolved since the early 2000s, Gen X caregivers will never know. They’ll skip over you in favor of communities that understand what they need and how they think.
At Brunch Club Media, we help senior living communities modernize everything from their websites to their messaging. We know what Gen X wants because we are Gen X. And we’re here to help you catch up, stand out, and get chosen.
Because in today’s world, outdated marketing isn’t harmless. It’s expensive.
