Marketing for Senior Living in the Age of Baby Boomers: When to Hunt and When to Farm 

Written by Scott Miller

Having spent 20 years at a $10 billion tech firm before joining Garden Spot has its perks, especially when it comes to top-notch training. I took full advantage of robust training courses, including in-depth courses on leadership, innovation, culture change and of course sales and marketing. 

Hunting vs. Farming: In high-tech sales, you often hear about “hunting” and “farming.” Hunting is for quick, low-ticket sales that help meet quarterly quotas. These sales happen fast, usually within months, and typically involve single-person approvals. Farming, on the other hand, is for high-ticket items that require team effort and a long sales cycle, often spanning years. It’s about cultivating relationships with multiple stakeholders over time. 

Applying to Senior Living Sales: When it comes to senior living sales, it’s crucial to quickly determine whether to hunt or farm with a new prospect. If there’s open inventory, always hunt first. Ask a lot of questions and close hard. If the sale doesn’t close immediately, switch to farming. The key question is, “Can I close this deal in six months or less?” Unoccupied units represent a loss of revenue and carry costs, so quick sales are essential. 

Hunting moves fast. This approach zeros in on the target using closing questions like: 

• How long have you been doing your research? 
• What is your timeframe?
• If you find the right home, will you move quickly?

Farming cultivates interest and relationships over time. Success requires drip campaigns that include: 

• Results-driven intentionality 
• Long-term consistency 
• Relevant information delivered through storytelling 
• Non-threatening offers and invitations 

Needs-Based vs. Lifestyle Sales: 

• Needs-Based Sales lend themselves to a hunting approach: These are typically fast sales because older individuals with clear physical, cognitive or health needs require immediate solutions. There is often a problem the family is trying to solve, and they wish to move quickly. 

• Lifestyle Sales lend themselves to a farming approach: These involve younger prospects, such as Gen X or Boomers in their 60s or 70s. These sales take longer, often three years or more, and require a strategic approach to nurture leads over time. These people typically don’t have a pressing need.  

Successful Hunting Stories: 

The Walk-In Prospect: A gentleman in his mid-seventies walked in for information. Using a consultative sales approach, I asked questions to understand his thinking. Then I asked, “Can I show you something?” He wasn’t in a buying mood but agreed to see an empty, partially finished house. He fell in love with it and asked to hold it until the weekend to show his wife. I offered our hospitality suite for the weekend, including complimentary meals and a resident tour. The following week, they made a 10% deposit and signed an agreement, moving in within two months. 

The Open House Visitor: During an open-house event in a house that was available, a woman who had visited the house five times, expressed her love for the community and the house we were in.  I simply asked, “Why don’t you live here?”  After discussing the typical objections, I suggested buying the house as a second home, allowing her to move in over time. This approach resonated with her, and she made an appointment to sign an agreement. 

Conclusion: Understanding when to hunt and when to farm is essential for success in senior living sales. By recognizing the type of sale and adjusting your approach accordingly, you can effectively manage inventory and build lasting relationships with prospects.