Not every senior living journey starts with a crisis. For adults under 85 exploring their next chapter, the decision to move into a senior living community is often driven by lifestyle aspirations, proactive planning, or the desire to right-size before needs become urgent.

This group – frequently in their late 60s to early 80s – is not just younger, but different. They communicate differently, evaluate communities with a long-term lens, and expect personalization that matches the sophistication of their digital lives.

If your CRM strategy only caters to urgent-need scenarios, you’re leaving money on the table. Here’s how to capture and nurture the planners who represent the future of your occupancy.

The New Senior Living Prospect: Meet the Under-85 Planner

Today’s under-85 prospects bring a fundamentally different mindset to senior living decisions:

They’re proactive researchers. These prospects may start their journey 2-3 years before moving, casually browsing websites, attending events, and collecting information without immediate intent to act.

They maintain decision-making autonomy. Unlike older prospects who often rely on adult children or healthcare providers to guide decisions, under-85s are typically self-directed in their research and evaluation process.

They prioritize lifestyle enhancement. While safety and healthcare access matter, these prospects are more interested in community culture, social opportunities, dining experiences, and how a move will improve their quality of life.

They expect digital sophistication. Having spent their careers in the early digital age, they’re comfortable with online research, virtual tours, email communication, and even text messaging for updates and scheduling.

This demographic shift requires a complete rethinking of how we approach CRM strategy and lead nurturing.

Strategic CRM Approaches for Long-Cycle Prospects

1. Build Multi-Touch Nurture Campaigns That Span Seasons

    Traditional senior living CRM sequences run 30-60 days. For under-85 planners, think 18-24 months. Design campaigns that:

• Phase 1 (Months 1-6): Discovery – Share community philosophy, resident testimonials, and lifestyle content
• Phase 2 (Months 7-12): Exploration – Offer interactive tools, behind-the-scenes content, and seasonal event invitations
• Phase 3 (Months 13-18): Evaluation – Provide detailed comparisons, financial planning resources, and trial experiences
• Phase 4 (Months 19-24): Decision Support – Deliver personalized consultations and move-in timeline planning

    Pro tip: Use behavioral triggers, not just time-based ones. If someone downloads your dining menu three times, they’re signaling              interest in culinary experiences – adjust their content accordingly.

2. Segment Beyond Demographics: Motivation-Based Personas
Age alone doesn’t determine communication needs. Create CRM segments based on motivational drivers:

   The Proactive Downsizer – Recently retired, wants to simplify life before needs arise

• Messaging focus: Freedom from home maintenance, financial benefits of rightsizing
• Content types: Home sale preparation guides, financial calculators, moving checklists

   The Social Connector – May be recently widowed or experiencing social isolation

• Messaging focus: Community engagement, friendship opportunities, active lifestyle
• Content types: Resident club spotlights, social calendar highlights, new resident stories

   The Wellness Optimizer – Focused on aging gracefully with access to health resources

• Messaging focus: Fitness programs, preventive healthcare, active aging philosophy
• Content types: Wellness program details, healthy dining options, fitness success stories

   The Legacy Protector – Concerned about maintaining independence and not burdening family

• Messaging focus: Autonomy preservation, family peace of mind, future care continuity
• Content types: Care level progression explanations, family testimonials, independence success stories

3. Create “Choose Your Own Adventure” CRM Experiences

    Under-85 prospects value control over their information consumption. Design CRM workflows that offer multiple pathways:

• Email preference centers that let prospects select content frequency and topics
• Progressive profiling forms that gather information over time rather than overwhelming upfront
• Branching email sequences based on click behavior and engagement patterns
• Self-scheduling tools for tours, calls, and informational sessions. This approach respects their autonomy while gathering the data you need to personalize future communications.

4. Integrate Emotional Storytelling with Practical Information

    Under-85 prospects need both heart and head content. Balance emotional connection with practical details:

    Emotional Content:

• Day-in-the-life video series featuring active residents
• “My Best Decision” testimonials from recent movers
• Community tradition and culture showcases
• Intergenerational program highlights

    Practical Content:

• Financial planning workshops and calculators
• Home sale and moving logistics guides
• Healthcare benefits and insurance navigation
• Community comparison worksheets

    Sequence these strategically – lead with emotion to create interest, follow with practical information to support decision-making.

5. Implement Omnichannel Touch Points

    While digitally comfortable, under-85s still value human connection. Create a seamless experience across channels:

    Digital-First, Human-Enhanced:

• Automated email sequences with personal video messages from sales team
• Chatbots for immediate questions, with easy escalation to human agents
• Virtual tour follow-ups with personal phone calls
• Social media engagement complemented by handwritten notes

   Scheduled Human Touchpoints:

• Birthday cards and anniversary acknowledgments
• Seasonal check-in calls from community leadership
• Invitation-only small-group events
• Personal follow-up after virtual engagement

Advanced CRM Tactics for Sophisticated Prospects

Leverage Predictive Scoring
Use CRM data to identify warming leads before they signal obvious buying intent:

• Engagement velocity: Increasing frequency of website visits or email opens
• Content depth: Progression from general lifestyle content to specific program details
• Social proof seeking: Multiple views of testimonials and resident stories
• Comparative research: Downloads of comparison guides or FAQ documents

Implement Milestone Marketing
Trigger personalized outreach based on life events and anniversaries:

• Retirement announcements (gathered from LinkedIn or direct sharing)
• Wedding anniversaries (especially milestone years)
• Seasonal transitions (particularly winter weather for northern communities)
• Health awareness months that align with your wellness programs

Create VIP Prospect Experiences
For highly engaged long-term prospects, offer exclusive experiences:

• Private dining experiences with the executive chef
• Behind-the-scenes tours with department heads
• Resident ambassador program introductions
• Priority access to new amenities or program launches

Measuring Success: KPIs That Matter for Long-Cycle Sales
Standard metrics like conversion rates and sales cycle length don’t tell the full story for under-85 prospects. Track these indicators instead:

Engagement Quality Metrics:

• Email sequence completion rates (how many finish your 6-month nurture campaign?)
• Content interaction depth (which pieces drive the most engagement?)
• Return website visitor percentages
• Event attendance patterns over time

Relationship Building Indicators:

• Personal response rates to human touchpoints
• Referral generation from non-converted prospects
• Social media engagement and sharing
• Survey participation and feedback quality

Pipeline Health Measures:

• Lead aging analysis (healthy prospects may stay in pipeline 12+ months)
• Seasonal conversion patterns
• Geographic and demographic conversion trends
• Family involvement progression

Implementation Roadmap: Getting Started

Month 1-2: Audit and Segment

• Review current CRM data to identify under-85 prospects
• Survey recent movers about their decision timeline and process
• Create initial motivation-based segments

Month 3-4: Content Development

• Develop long-form nurture sequences for each persona
• Create interactive content and self-service resources
• Establish omnichannel touchpoint calendar

Month 5-6: Launch and Optimize

• Deploy new sequences to segmented audiences
• Implement tracking for advanced KPIs
• Begin A/B testing messaging and timing

Ongoing: Refine and Scale

• Monthly analysis of engagement patterns
• Quarterly content refresh based on performance
• Annual strategy review and persona updates

The Long Game Pays Off

Engaging under-85 prospects requires patience, but the payoff extends far beyond immediate occupancy. These residents typically:

• Stay longer once they move in (lower turnover costs)
• Become community ambassadors and referral sources
• Require fewer crisis interventions (reduced operational stress)
• Contribute to a more vibrant, engaged community culture

Most importantly, they choose your community from a position of strength, not desperation. That makes all the difference in satisfaction, retention, and reputation.

The senior living industry is evolving, and so must our approach to prospect engagement.

Communities that master the art of nurturing planners will build sustainable competitive advantages that extend far beyond the next quarter’s occupancy numbers.

Ready to transform your CRM approach for the under-85 segment? Schedule a 15-minute call to discover how Living Metrics™ sales enablement platform helps communities capture and nurture early-stage prospects with sophisticated automation and personalized journeys.