BMC Luxe

TODAY’S SENIOR COMMUNITIES ARE DIFFERENT.

Their marketing approach should be, too. Senior communities face several unique challenges when it comes to branding and marketing. Succeeding in this landscape requires a deep understanding of these challenges, the expertise to create the right strategies, and the capabilities to execute on them flawlessly.

MARKETING & BRANDING

WE KNOW SENIOR LIVING

Our one-stop, tailored approach to branding and marketing has been proven at senior living and assisted living communities from Los Angeles to Brooklyn. Managing both strategy and execution, we helped each community:

  • Analyze the competition to identify key differentiators
  • Position their community in the market
  • Create an elevated yet approachable visual identity, along with brand guidelines to ensure consistency
  • Drive engagement with prospective residents and other distinct audiences through digital and print advertising, social media, direct mail, email campaigns, and other marketing efforts
  • Deliver messaging to maintain relationships with the existing lead base

OUR SENIOR LIVING MARKETING SERVICES

Whether your community is in the planning stages, under development, or seeking a marketing and branding refresh, BMC Luxury Collective can craft a package designed around your needs. See how our team can help elevate your community with digital marketing, social media management, website design, and more.

A senior couple seating on a patio and holding a glass
Views of the ocean and the mountains surrounded by palm trees

WATERMARK RETIREMENT COMMUNITIES

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THE ASK

The owner and operator of many of the country’s premier senior living and retirement communities, Watermark enlisted BMC Luxury Collective to support its launch of two ultra-luxury brands: the Élan Collection and the Élite Collection.

Luxury hotel room at one of the BMC Luxury Collective clients
THE APPROACH

Featuring over 10 properties from coast to coast—Los Angeles to Brooklyn—Élan Collection and Élite Collection communities are nothing like the retirement homes of years past. They provide a resort-like lifestyle designed to help residents grow and thrive, with amenities such as five-star restaurants and on-site spas, award-winning educational programs, concierge service to arrange excursions and activities, and expert caregivers that provide personal attention.

We gave considerable thought to how we would engage with two distinct audiences for these communities—seniors and their adult children, who want to know their loved ones have the best care. As we worked on brand development, positioning, and collateral, we strove to create a look and feel that is elevated yet approachable.

THE RESULT

We created launch plans and new brand books for each collection, including visual standards, positioning statements, advertising copy, and other messaging for the individual properties. Then, after managing multi-day photo and video shoots to generate visuals, we designed and produced sales kits and other internal resources, along with a wealth of consumer-facing materials such as websites, brochures, email campaigns, direct-mail postcards, newsletters, print and digital advertising (including billboards), and blog posts.

 

The work has resonated with audiences, and as additional properties are developed, our proven approach will continue to help Watermark efficiently and effectively connect with discerning seniors and their families.

COTERIE SENIOR LIVING

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THE ASK

Ultra-luxury senior living brand Coterie sought BMC Luxury Collective’s expertise to create a social media presence with deep engagement and a clearly defined aesthetic—enabling the brand to stand out in a saturated (and highly competitive) marketplace.

THE APPROACH

Utilizing our knowledge of the distinct audiences in this space, which include both potential residents and the adult children of seniors, we focused on showcasing the brand’s voices, stories, and key differentiators. We prioritized authenticity and relatability, creating an employee engagement protocol to gather real-time photos, videos, and anecdotes of special events, classes, and other activities. In addition, we fostered reciprocal relationships with like-minded brands, influencers, current residents, and potential leads.

These thoughtful efforts—along with unique series concepts such as #CuratedbyCoterie, #WalktheBay, and resident spotlights—have helped the vibrant Coterie lifestyle shine through on social.

THE RESULT

In a two-year span, Coterie secured a very competitive 3.6% average rate of engagement on Instagram—89% higher than the average senior living brand engagement rate. The brand also grew followers at a significantly higher rate than long-established competitors.