Stop Dropping the Senior Living “F-Bomb!”
While one particular F-word seems to be making its way into everyday language with fewer raised eyebrows, there’s another F-word that’s still a definite no-no—especially in the world of senior real estate and senior living.
That word? Facility.
In an effort to rebrand and move beyond the “nursing home” stigma of the past, senior housing professionals are using the word “facility” less and opting for terms like “community” instead. And honestly, it makes a difference.
If you’re a real estate agent specializing in the mature market, it’s important to know—and use—the right language for your audience. And remember, you actually have more than one audience.
A Few Things to Consider About the Senior Living “F-Word”:
Older adults considering a move to independent or assisted living may describe their future home in one of two ways:
- “I’m moving to the home.”
- “I’m moving to a facility.”
In the early stages of building rapport, it’s a good idea to mirror your client’s language. Meet them where they are. Once you’ve established trust, you can begin reframing those words to help them view the move more positively. After all, the words we use—and hear—carry meaning, emotion, and perspective.
That said, it’s also okay to mix up your language depending on your audience. Using “community” instead of “facility” signals to industry professionals that you’re current with the evolving senior living landscape (go you!). But when writing blogs or online content, don’t completely toss the F-word out the window.
Why? Because consumers and caregivers still often search using terms like “senior care facility” or “assisted living facility.”
A Smart SEO Strategy
In blog posts, lean toward using the word “community.” It’s warm, inviting, and more reflective of today’s senior living environment.
In web copy and online content, it’s smart to include both “community” and “facility” so your content shows up in a wider range of online searches.
Just be sure to explain somewhere why you prefer the word community—and use that as an opportunity to show your understanding, compassion, and expertise in this space.
If you’re a real estate professional who wants to truly understand the senior market and attract more mature-market listings, don’t miss the foundational training offered exclusively by the Seniors Real Estate Institute—
Success in Seniors Real Estate.
Learn the language, build the relationships, and elevate your business by serving people—not just properties.