You already know that building a strong client base is key to growing your home care agency. But if you’re aiming to attract more affluent clients, you’ll need to do more than the usual outreach. High-net-worth seniors aren’t flipping through the Yellow Pages or scanning the bulletin board at the community center. They’re online, and they’re informed. The question is, can they find you?
Let’s start with the numbers. Recent data from the Pew Research Center indicates that internet usage among seniors has significantly increased. As of 2023, 88% of adults aged 65 and older reported using the internet, up from 75% in 2021. This trend is even more pronounced among higher-income seniors, with 99% of those earning $75,000 or more annually using the internet.
These stats are more than just interesting; they’re a call to action. If your home care agency is targeting high-net-worth seniors but relying on outdated outreach methods, you’re missing a golden opportunity.
Understanding the Digital Habits of Affluent Seniors
Once older adults start using the internet, they don’t just dabble—they incorporate it into their daily lives. In fact, 94% of online seniors say the internet makes it easier to find information. That includes researching services for aging in place, such as home care. This audience may not be tech-obsessed, but they value convenience, discretion, and efficiency. And your online presence needs to reflect that.
How to Reach High-Net-Worth Seniors Online
To connect with affluent older adults, you’ll need to align your digital marketing strategy with their expectations. Here’s how:
- Polish your website. Your website should be easy to navigate, visually appealing, and designed to convey trust and professionalism. Consider the user experience for an older adult who may be using a tablet or reading glasses.
- Focus on SEO. Use search terms that reflect how people look for care, such as “private in-home care in [your city]” or “concierge elder care services.” The more specific and relevant your keywords, the better your chances of showing up in searches.
- Position your services as premium. Affluent clients expect personalized, high-level support. Highlight what sets your care apart, such as RN oversight, one-on-one attention, or customized care plans.
- Build trust with content. Build trust with content. Create blogs, videos, and social media content that address their concerns, showcase your team’s professionalism, and reinforce your expertise. Include client testimonials and success stories—affluent clients often seek reassurance that your agency delivers on its promises. Content marketing isn’t about volume; it’s about relevance, tone, and emotional connection.
Go Beyond the Website
Once you’ve captured the interest of a high-net-worth client, make sure your care team is ready to deliver on the experience. Caregivers should be trained to provide services that align with the preferences and expectations of affluent households, including etiquette, discretion, proper attire, and maintaining a professional presence in the home.
Marketing With Precision and Professionalism
Marketing to high-net-worth seniors means stepping into their world with confidence and clarity. It means thinking like a concierge, not just a care provider. If your agency wants to elevate its approach, the experts at corecubed are here to help. From search strategy to storytelling, we’ll craft a marketing plan that speaks their language and gets results.
Reach out to us at 800.370.6580 to find out how we can help your agency attract more affluent clients with smart, strategic marketing.