Building Trust: How Testimonials Boost Your Senior Living Marketing

May 31, 2024

Building Trust: How Testimonials Boost Your Senior Living Marketing

In the senior living industry, trust is paramount. Families and individuals seeking senior living options prioritize environments where their loved ones will be safe, happy, and well-cared for. As a senior living operator, one of the most powerful tools you have to build this essential trust is the testimonial. 

Our Markentum team is exploring how testimonials from satisfied residents can enhance your senior living marketing and turn potential leads into committed residents.

The Power of Testimonials in Senior Living Marketing

Testimonials are more than just kind words; they are a testament to the quality of care and culture within your community. A BrightLocal survey found that 87% of consumers read online reviews for local businesses in 2020, indicating the significant role testimonials play in decision-making processes.

When potential residents or their families hear directly from those who have experienced life at your senior living community, they are more likely to trust your services.

Types of Testimonials That Work

Not all testimonials are created equal. Here are some specific types that have proven to be most effective in the senior living sector:

Video Testimonials

Video testimonials offer a personal touch that written words often don’t capture. They allow potential residents and their families to see genuine expressions and hear authentic voices.

Written Testimonials

Short, impactful written testimonials can be featured on your website, brochures, and social media. They are easy to scan and can be very effective when paired with a photo of the resident.

Case Studies

Detailed case studies provide an in-depth look at individual experiences, highlighting how your community has positively impacted residents’ lives. They can include before-and-after scenarios, showcasing the transition and benefits of moving into your community.

Best Practices for Collecting Authentic Testimonials

  • Be Honest and Transparent: Ensure that testimonials are truthful and reflect real experiences. Avoid embellishments or exaggeration, as authenticity builds trust and credibility with your audience.

  • Keep It Relatable: Testimonials should resonate with your target audience, showcasing relatable situations and outcomes. Highlight specific scenarios that potential customers might identify with, making it easier for them to envision similar successes.

  • Diverse Voices: Feature testimonials from a variety of residents to represent different aspects of your community. This includes individuals from different age groups, backgrounds, and lifestyle preferences, ensuring a comprehensive representation that appeals to a broader audience.

Where to Use Testimonials

Knowing where to place your testimonials is as important as collecting them. Here are some strategic platforms and materials where testimonials can have the most impact:


Your website is often the first point of contact for potential residents and their families. Integrate testimonials on your homepage, dedicated testimonial page, and relevant sections like services and amenities.

Social Media

Platforms like Facebook, Instagram, and LinkedIn are excellent for sharing testimonials. Regularly posting testimonials can boost engagement and reach a wider audience.

Print Materials

Brochures, flyers, and newsletters should feature testimonials to provide credibility and assurance for those who prefer printed information.

Email Marketing

Incorporate testimonials into your email campaigns to build trust and encourage recipients to take the next step in their decision-making process.

How to Get Testimonials from Residents

Gathering testimonials might seem daunting, but with the right approach, it can be a smooth and rewarding process.

  • Choose the Right Time: Ask for testimonials during positive interactions, such as after a successful event or when a resident expresses satisfaction.

  • Make It Easy: Provide simple ways for residents and their families to share their stories, whether through a quick survey, interview, or video recording session.

  • Offer Assistance: Some residents may need help articulating their thoughts. Offer prompts or questions to guide their testimonials.

  • Seek Permissions: Always get written consent to use testimonials in your marketing materials to ensure compliance and respect for privacy.

Testimonials from satisfied residents and their family members are a powerful tool for building trust and credibility in the senior living industry. By effectively collecting and utilizing these testimonials, you can significantly enhance your marketing efforts, driving engagement and conversions.

Now is the time to start leveraging the voices of your residents to build a stronger, more trustworthy brand. Begin by reaching out to your residents and gathering their stories—they might just be your most valuable marketing asset.

Ready to take your senior living marketing to the next level? Reach out to a member of our Markentum team for a free evaluation.

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