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We help seniors & their families navigate aging issues

Bogus Senior Housing – Just Marketing

Bogus senior housing marketing techniques are everywhere. Drive around any crowded urban or suburban area and you’ll see banners hanging on large apartment complexes that read “Seniors Welcome,” “Senior Friendly,” ”Senior Apartments,” or something similar. In many cases, this is bogus or fake senior marketing. In other words, it’s just a marketing ploy to grab your attention. They teach marketers how to do this – an example is here.

fake senior housing, senior housing in marketing only
Senior Housing In Marketing Only

Why Do Senior Marketing Slogans Work?

Fake senior marketing techniques work. Most seniors, and people in general, seek out communities of similar people. If I believe there are other seniors in the apartment complex, I might be more likely to take a look. Also, many families believe apartment complexes with lots of seniors might be a better environment for their families. Families with small children may believe senior apartments are safer and more conducive to families. Families having trouble keeping their teenagers away from drugs and crime might also believe senior apartments are safer.

Problem Of Bogus Senior Housing Facilities

In the prior paragraph, we talked about how both seniors and families with small children and teenagers might also like senior housing. The problem with housing complexes that allow everyone is they aren’t really senior facilities. In other words, they’re open to everyone.

Occasionally housing complexes with a high percentage of seniors open to everyone may work for everyone. But this is hardly senior housing. But this is probably more luck than anything else. Unless these complexes are age-restricted and offer senior-focused services, CarePlanIt considers them part of the aging in place category. No different than if there were no banner or sign with the word senior.

What Qualifies As Real Senior Housing

Real senior housing is for seniors. In other words, the housing complex is discriminatory. It focuses on seniors. It has the right to deny nonseniors. And their discrimination is legal. It meets the Housing for Older Persons Act of 1995. The main requirements are:

  • Intended and operated for occupancy by persons 55 years of age or older, and–
    • (i) at least 80 percent of the occupied units are occupied by at least one person who is 55 years of age or older
    • (ii) the housing facility or community publishes and adheres to policies and procedures that demonstrate the intent required under this subparagraph; and
    • (iii) the housing facility or community complies with rules issued by the Secretary for verification of occupancy.

NOTE: Anyone can use words like “Senior Housing” or “Adult Living” that reference seniors. They don’t necessarily adhere to anything related to seniors other than these words. It’s just marketing.

Other Resources On Bogus Senior Housing

Good article on housing scams here.

See our section on real senior housing options here.