The 5 Profiles Powering Growth, Loyalty and ROI
Signature Senior Lifestyle Personas Revealed
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1. Family Decision-Maker
Adult children or relatives (typically aged 40-65) researching care options for aging parents.
Trigger: Peace of mind, quality care, safety, and transparency in services
Top channel: Reputation, care standards, referrals, pricing transparency
Urgency level: High (when care is urgent)
Barrier: Emotional stress, mistrust, price sensitivity
Conversion hook: “Trusted, compassionate care that feels like home for your loved ones.”
2. Healthcare Professional Referrer
GPs, hospital discharge planners, social workers advising families on suitable care homes.
Trigger: Reliable communication, resident wellbeing, quick response times
Top channel: Quality ratings, regulatory compliance, smooth referral processes
Urgency level: Medium-High
Barrier: Lack of time, unfamiliarity with care home options
Conversion hook: “Partnering with healthcare to ensure seamless, dignified transitions.”
3. Prospective Resident
Elderly individuals considering moving to a care home, often seeking dignity and community life.
Trigger: Comfort, social interaction, personalised care plans
Top channel: Amenities, staff friendliness, safety, reputation
Urgency level: Medium
Barrier: Fear of losing independence, anxiety about change
Conversion hook: “A welcoming community where your wellbeing is our priority.”
4. Estate Planner / Legal Advisor
Professionals advising clients on long-term care funding and estate planning.
Trigger: Clear cost structures, transparent contracts, legal compliance
Top channel: Pricing options, payment plans, contracts clarity
Urgency level: Low-Medium
Barrier: Complexity around fees and contracts
Conversion hook: “Transparent care options tailored to your financial and legal needs.”
5. Local Authority Care Coordinator
Council employees responsible for sourcing care homes within budget for public-funded clients.
Trigger: Cost-effectiveness, compliance, quality assurance
Top channel: Contractual compliance, value for money, accessibility
Urgency level: Medium-High
Barrier: Budget constraints, strict procurement processes
Conversion hook: “Delivering compliant, affordable care solutions that meet strict standards.”
