I am a “Solo Ager,” meaning I don’t have children or other family nearby to assist me as I morph into an older version of myself, a version where I might need some help with transportation, daily activities, and even decision making. About 10 years ago I realized that I, and others like me, would need a supportive environment in my later years to ensure that I remain safe, secure, and aided where necessary. I also realized that the current aging-in-place craze was not going to be a healthy path. Life plan communities seem like the best option for solo agers who can afford them.
Who is a Solo Ager?
I define a solo ager is anyone over 60 who has no living children or other family support nearby. Child-free couples can consider themselves solo agers because no one knows which partner will ultimately be left alone. There are others who may also consider themselves solo agers, among them are people whose family live far away or whose children are estranged from them.
Solo Agers are Mostly Boomers
I speak at many senior living communities, and I’ve seen changes in the last five years to prepare for boomers, especially in life plan communities and others that offer a continuum of care. I see dining rooms transformed into foodie havens boasting top chefs. I see new technologies being embraced to keep residents safer, more engaged, and more connected. The wellness/fitness focus is also a tempting amenity for boomers who have spent their lives keeping their bodies and minds in top condition–or hoping to, now that they have the time. And I love seeing the development of communities close to colleges and universities, places where residents will have the chance to mingle with younger people for a more inter-generational experience as they age. I’m a solo aging boomer, so these developments appeal to many of my interests and appetites.
How Large is this Cohort?
In case, as a senior living executive, you are wondering why you should take interest in solo agers – this minor group of older adults – consider that this cohort of the boomer population is not so minor! In 2010, Pew Research issued a report that showed baby boomer women, the youngest of whom were at the end of their child-bearing years, had a childless rate of almost 20%. That was a two-fold increase over all previous generations! More recently, in 2021, the U.S. Census Bureau released a study on childlessness in older adults that fit nicely with the Pew Research study. When you add in older adults living and aging alone for other reasons (divorce, widowhood, estrangement from adult children, and the general diaspora of families), we find that over 30% of the older adult population anticipates a future with little to no support of the traditional, family kind.
Big Marketing Opportunity!
All of this means there is BIG opportunity for senior living communities to offer the kind of support these boomers are lacking.
Solo Agers represent over 30% of baby boomers, and they are prime candidates for life plan communities. Like most baby boomers, their primary goals for their later years are 1) financial security, 2) companionship, 3) a comfortable place to live, 4) food and drink they enjoy, and 5) something to look forward to when they get up in the morning–something that gives them a sense of purpose.
Overall, the average solo ager is better educated, has a bigger nest egg, and has better insurance (including LTC) than their counterparts who are grandparents. However, they run a greater risk of isolation and loneliness as they get older, and after the recent pandemic, they are acutely aware of that. Aging in place alone in their 2-story suburban homes will very likely turn out to be an unpleasant, possibly disastrous, solution for them.
How do you make your life plan community attractive to these solo agers? Here are some suggestions, many of them linked to the challenges solo agers will be running into without that ubiquitous adult daughter.
- Offer help, not only with move-in, but with the downsizing, the real estate transaction, and the move itself. This is an especially daunting process for solo agers. Share the cost.
- Connect every new solo ager to a “buddy” to help them get acquainted with their new home and community.
- Ensure that every solo ager resident has an advocate to accompany them to medical appointments.
- Select a stable of experienced, professional fiduciaries and/or patient advocates in your area to whom you can refer your solo aging residents. Share the cost.
- Create a singles table (or several) in your dining room. If you don’t have anything larger than 4-tops, invest in several large rounds.
- Create special events just for the solo agers in your community. Remember, they don’t have family coming to collect them for Thanksgiving dinner or other significant holidays.
- Where possible, segment your property into smaller sub-communities that better resemble neighborhoods. Encourage the equivalent of “block parties:” pot-lucks, happy hours, etc. for those who live in that area.
If your occupancy numbers are not quite what you would like them to be, tapping solo agers might be the magic bullet. Those unsold one-bedroom units can be the perfect answer for a solo ager. Communities that welcome solo agers may well find they have an enormous competitive edge in their geographic area.
Understand that solo agers do not have a devoted and conscientious adult child to help them make this life-altering decision and provide aid with the transition.
Here are some ideas for marketing to them effectively:
- When you hold marketing events, live or online, be sure to stress that you are particularly welcoming to solos.
- Many unattached people are concerned that they will face a sea of couples if they move into your community (even if that is not the reality). Demonstrate that this is NOT the case.
- When you select residents to represent your community at marketing events, choose the solo agers, especially if you know you have prospects who are solo agers.
- Hold a special marketing event, just for solo agers.
- Create a recruitment program specifically for solo agers.
After a lot of my own research, involving focus groups and workshops, I believe capitalizing on the marketing opportunity that the solo aging cohort affords can give you a competitive advantage over other communities in your marketplace. The timing is good. Solo aging boomers are starting to evaluate their options. Most will want to stay in an area that they know, though some will move to be near extended family.
Many solo aging boomers are just starting to think about their future and how they are going to avoid the isolation and loneliness that could be their future. Your community could be their answer.
About the Author:
Sara Zeff Geber, PhD, recipient of the “Influencers in Aging” designation by PBS’ Next Avenue, is the author of Essential Retirement Planning for Solo Agers. She is a professional speaker and consultant on Solo Aging and Retirement Living.
