Meet the Charlotte retirement community winning hearts online

Southminster, a life plan community in South Charlotte, is breaking the mold and leveling up their marketing strategy.

The background: Before Covid, in-person informational events were a cornerstone of communications strategies for retirement communities like Southminster. The abrupt end of these types of events during the pandemic pushed Southminster to get innovative.

In 2022, Southminster decided to invest in a digital approach by hiring a full-time social media specialist to help them meet seniors, their adult children and even their grandchildren where they are — online.

The strategy: Southminster began leveraging social media to give viewers a glimpse at their vibrant resident lifestyle and break stereotypes about life plan communities.

• Their content documents events, utilizes trends and highlights residents as "Granfluencers" to engage new audiences and win the hearts of millions (literally!).

An example: A video from Southminster's Halloween costume contest racked up over 7 million views on TikTok and 652k views on Instagram.

The results: Southminster has effectively utilized video content to gain traction and show new audiences how they emphasize overall wellness, independence, lifelong learning and creative passions to enrich the lives of their residents.

But Southminster is gaining more than just views — they've seen real results from their strategy shift.

• The proof: Since 2022, Southminster has seen a 27% increase in lead generation through their website and an 87% increase in deposits made to join the Compass Club, their future residency list.

With the addition of their new Content Creator, Elizabeth Banks, Southminster will continue to build its content strategy on social media and their website.

The impact: By creatively leveraging the power of social media and digital marketing, Southminster is leading the way to reach seniors and their families. Their efforts are reshaping perceptions of retirement living and proving that innovation and connection can drive meaningful results, even in traditional industries.

See what the buzz is about and get in touch with Southminster.