“Senior living providers looking to attract some of the existing 22.1 million ‘solo agers’ in the United States — older adults living alone — don’t need to sell a community’s architecture or outstanding cuisine. Instead, they need to invite them in to see current residents having fun.”
McKnight’s Senior Living, October 22, 2024
This idea goes beyond just solo agers and applies to Watermark’s Public Relations efforts —
all prospective residents (and their loved ones) want more than a list of amenities; they want to see the energy, connections, and experiences that make a community truly feel like home. For Watermark’s PR department, it is about
bringing the experience to life through storytelling and emotional connection. This commitment drives our close collaborations with community teams to uncover and share authentic stories that illustrate the vibrant lifestyle that Watermark sales associates are presenting to prospective residents.
Last year, Watermark’s PR department garnered more than 280 pieces of media coverage for our communities. Working closely with Watermark EDs and community life teams, we identify, develop, and pitch stories that bring our communities to life. These stories highlight real residents, meaningful connections, and the extraordinary experiences that define life at Watermark. Here are a few examples:
Selling Point: “You’ll make friends . . .”
Storytelling: Residents discover friendship and talents in art class at The Fountains at Millbrook
Selling Point: “Pets are welcome here . . .”
Storytelling: Resident and precious pets at The Fountains at Millbrook host Valentine’s fundraiser
Selling Point: “Our food is outstanding . . . “
Storytelling: Sonrisa Senior Living executive chef to appear on upcoming season of Fox’s “Hell’s Kitchen”
Selling Point: “Our caregivers are amazing . . .”
Storytelling: A longtime Watermark Naya creates joy with song
Selling Point: “Resident interests drive our programs . . .”
Storytelling: Residents start a community gardening club
Selling Point: “Extraordinary Outings are unexpected . . .”
Storytelling: Residents featured in Zip Lining Seniors at Quarry Park Adventures
For Watermark, public relations, or “PR” (i.e., “earned” media vs “paid” advertising), is key to highlighting vibrant lifestyles over amenities, building trust through storytelling, and creating emotional connections. By leveraging events, resident testimonials, and social media, PR helps prospective residents
see the community’s warmth and engagement firsthand. Strong PR also strengthens the Watermark brand by fostering word-of-mouth buzz and reinforces our communities as thriving social hubs where residents truly belong. Ultimately, effective PR highlights human connection and meaningful experiences, making senior living more about
living well rather than just finding a place to live.
By turning everyday moments into compelling stories, Watermark’s PR efforts do more than generate media coverage — they bring our communities to life in the eyes of prospective residents. Through authentic storytelling, we don’t just say what makes Watermark special — we
show it, inspiring older adults to see themselves thriving here. In a competitive landscape, the right story isn’t just powerful; it transforms senior living from simply a place to stay into a place to truly belong where they will thrive.
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