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March 20, 2025

Senior Living: Understanding the “Hidden Audience” on Your Website

Senior Living Website Hidden Audience

“We have to be a resource first. We can’t force the conversation.” 

Evan Friedkin, Head of Business Development here at Roobrik, joined Senior Living A.S.K. Day 2023 to share his view of the industry’s “hidden market.” He defined this audience as people who are overwhelmed and trying to figure out the next step in their senior living journey; they simply remain “hidden” on your website. 

For these anonymous browsers, the biggest barrier to moving forward (and contacting a provider) is often research. They want to feel informed and confident before making a big life decision and do it on their terms.

“Over the past 20 years, consumers have become so used to doing their own research, they will do everything they can to avoid talking to a salesperson,” said Evan. “That approach works, until you have something that is more complex and emotional.” 

Senior Living Website Hidden Audience
From demographics to state-of-mind, watch the video below for audience insights that you can put to use in your marketing and sales efforts.

The Challenge:

Hidden audience members come to a senior living website looking for answers, and when they don’t find what they’re looking for, they leave. This becomes a challenge and an opportunity for marketers and their sales teams. How can they identify the hidden audience, engage with them, and help them find what they want? 

The answer is relatively simple: Just ask. 

The Opportunity:

Roobrik Insight Tools are digital assessments placed on senior living websites. Each asks a series of questions designed to engage this audience and walk them through the decision-making process to meet them where they are. Today, someone takes a Roobrik assessment every 4-5 minutes. With access to all that data, Evan explained that Roobrik is able to share some valuable insights.

Who Makes Up the Hidden Audience?

While Roobrik offers various assessments to address different stages of the buyer’s journey (Active Adult, Independent Living, Assisted Living, and Memory Care), each assessment begins by asking who is taking it. Is it an older adult researching for themselves? An adult child? A spouse? Or someone else?

Over the past 20 years, consumers have become so used to doing their own research, they will do everything they can to avoid talking to a salesperson. That approach works, until you have something that is more complex and emotional.

Evan shared that when he asks providers what they think, most guess that the majority would be adult children searching on behalf of a parent. However, Roobrik data shows that when talking about this “hidden audience,” 48% are researching senior living for themselves, not a loved one. This proactive audience is planning ahead, and with the largest cohort falling into the 66-75 age group, they’re up to 10 years younger than most senior living residents. Move-ins at this earlier age may lead to longer length of stay.

“This audience is not dragging their feet. They’re far more ready and further down the path. Do not let them slide off the website. Provide them with the resources, information, and everything they need to make good decisions,” advised Evan. 

In this digital age, where access to information is easier than ever, it can be hard to filter through the noise and find the best path forward. Some researchers just need some help to find the clarity they want. 

Watch the rest of Evan’s talk above and learn how Roobrik can help you reach and engage your website’s hidden audience. Questions? Feel free to contact Evan directly at Evan.Friedkin@alineops.com or schedule a meeting here.