Welcome back to the second post in a blog series exploring the senior living industry and three key target audiences: adult children, residents, and grandkids. By examining these audiences we’ll highlight how to reach them and why sales and marketing efforts should be geared to them. In our first installment we focused on the adult children of potential residents. Today, we turn to those residents directly. Although many assume that the adult children often make all the decisions, seniors are increasingly active in the search for senior living options. In fact, a recent Care.com survey found that seniors are overwhelmingly involved in search and decision making process for their living arrangement. Seniors had a say in the choice for a care provider roughly 70% of the time, according to the survey. Put bluntly, you need to appeal to the kids, but you can’t forget the parents. If mom and dad aren’t happy with the community, it’s unlikely they’ll end up there.