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May 12, 2025

Intent Marketing Is the Key to Senior Living Marketing

Kimberly Wilkinson | Senior Living Minute: Intent Marketing Is the Key to Senior Living Marketing

In this Senior Living Minute, Kimberly Wilkinson challenges the limits of traditional demographic marketing and explains the power of intent-based strategies. Using a memorable example comparing Prince Charles and Ozzy Osbourne, she reveals how two people with identical demographic profiles can have vastly different needs and preferences.

Learn how understanding intent helps you match the right prospect with the right community experience.

Guest: Kimberly Wilkinson | Join the Discussion on LinkedIn! 💬

Transcript: Intent Marketing Is the Key to Senior Living Marketing

The thing that I think makes a real difference is intent marketing.

We’re very used to the demographic marketing where we know age- and income-qualified prospects, and we know where our primary and secondary market areas are and where we pull from.

But I love to show a visual of two men in their 70s that are both from England, that have the same number of dogs, the same number of kids.

They’re both celebrities, they’re both wealthy, etc., etc., etc.—same demographic model.

And when you reveal the picture—one’s Ozzy Osbourne, the other is Prince Charles.

That’s intent marketing—getting really underneath that and understanding the intent of these folks to help them figure out where they fit best and to help them understand what your community has to offer them.