Written by Scott Miller
For the past twenty years, Garden Spot Communities has adopted a unique approach to advertising retirement living. The approach includes a dose of innovation, a different worldview and the courage to try something new.
In 2005, the senior living industry was focused on the dwindling GI and Silent Generations. At Garden Spot Communities, we set our sights on the 77 million upcoming Baby Boomers. This shift resulted in a “when can I move-in” problem, rather than an “I’m not ready” problem.
My journey began in 2005, after 20+ years in marketing and sales at a global tech firm. They restructured and gave me the opportunity to work somewhere else. I felt a pull toward senior living marketing. The transition from a for-profit, high-tech, worldwide sales manager to a non-profit Director of Marketing was challenging because I lacked senior living experience.
Before joining Garden Spot, I reached out to several CEOs in Lancaster County, PA during my job search. They all agreed to meet. The conversations went like this: “Senior Living non-profits need fresh ideas from outside our industry, especially from people with for-profit experience. Sorry, but we don’t have a position for you.”
Then, a Director of Marketing position opened at Garden Spot Village. I was surprised they hired me, but over time, it became clear that Garden Spot views the world differently. For instance, we’re the only retirement community (as far as we know) with a hot air balloon. We’re on our third balloon because it works so well for brand awareness. In 2009, we started a marathon that continues to generate leads to this day (people who ran the race years ago are starting to move in!).
Thanks to our innovative approach, Garden Spot Village has maintained 99-100% sales occupancy across all independent living offerings for the past decade. It dropped slightly during the COVID-19 pandemic because we were in the middle of an expansion and we had trouble sourcing materials for renovations, but we quickly recovered. Our marketing KPI, Average Vacant Days, consistently beats the benchmark of 90 days. It averages 88 days, including remodeling time.
The secret? In 2005, while the senior living industry focused on the dwindling GI and Silent Generations, Garden Spot focused on the Baby Boomers. A significant contributing factor: because I had experience in the for-profit marketplace, I knew we needed to adjust our target demographic.
In 2025, GenX cracked 60; we have been marketing to GenX for five years. Why? Because marketing to baby boomers two decades early turned out to be more beneficial than we ever imagined. The average move-in age for senior living keeps going up. (At Garden Spot, it keeps going down!) Years ago, it was 80+, now it seems to be 85+ for many organizations.
One of the nagging questions for our industry is, “How do we attract younger people?”
The answer: Market “young.” If you market young, you will attract older generations. Based on our experience, it’s the key to high occupancy.
Decades before boomers were on the senior living industry radar, Garden Spot stepped outside the box and tried marketing to the people born between 1946 and 1964. Time and again, it proved true that marketing to the boomers brought not only the early adopters but also the Silent and GI generations. Early adopter Gen Xers are starting to move to Garden Spot, and the pattern is repeating all over again. What appeals to Gen X also appeals to boomers.
At its peak, the Baby Boomer generation numbered 77 million. In 2026, the boomers start turning 80. Around 2.5 million boomers make the journey into the next life each year. The boomer generation has started its decline, as did the GI generation and the Silent generation before it. Gen X, the people born between 1965 and 1980, is estimated at 65 million. The time is ripe to start marketing to GenX. Market young today to increase occupancy and lay a solid foundation for the future.
About the Author: Scott Miller is the Chief Marketing Officer at Garden Spot Communities. With 20 years of senior living experience, backed by 20+ years in high-tech, Scott has been instrumental in guiding marketing & sales teams through complex challenges and strategic initiatives. His collaborative and practical approach, rooted in real-world experience, makes him a valuable resource. For those looking to reinvigorate their marketing and sales strategies, Scott offers the insight and expertise to navigate the complexities of the fast-changing senior living industry. He is available for limited consulting through ForgeWorks.