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While one particular F-word is becoming more acceptable in daily vocabulary, there’s one that’s not! Especially in the world of senior real estate and senior living.

In an effort to shed a more positive light and differentiate themselves from the “nursing homes” of days gone by, you will hear people in the seniors housing and care industry use the word “facility” used less frequently in regard to senior living.

As a real estate agent specializing in the mature market, it’s important to know the language of your target audiences. And remember, you have more than one target audience.

Here are some things to consider in your “F-word” usage:

Seniors who are contemplating a move to an independent or assisted living community may refer to it as they perceive it:

A) I am moving to “the home.“

B) I am moving to a facility.

As with any client – in the rapport-building stage – you want to mirror and match their language. After you have established rapport, you can more easily reframe words or use the more widely-accepted terms. This may also help them to see their move in a more positive manner because we place “meaning“ on the words we hear or say.”]r.” text=”You actually may wish to mix it up in order to appeal to the varying target audiences you are speaking to. While using “community“ rather than “facility“ shows your professional connections that you are current on your aging nomenclature (oooh, big word!), it is not the keyword that consumers or caregivers will type when searching online for senior housing options.

On blogs, it’s usually better to use the word “community.“

In web copy, however, integrate both so you may benefit from SEO while also showing your level of subject matter knowledge.”][

If you are a real estate sales professional who wants to better understand the senior market and how to attract more mature market listings, be sure to check out the foundational courses offered exclusively by Seniors Real Estate Institute.

Success in Seniors Real Estate

PART 1: Serving the senior client

PART 2: Building a senior-centered business

PART 3: Business Blueprint and certification

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