Senior Living Marketing Perspectives

Topics Discussed and Key Points: How Sagely’s platform adds convenience for everyone in a senior care facility The importance Sagely places on personal, one-on-one connection How operators can take advantage of Sagely’s technology to reduce prospect friction Helping residents adopt new technologies Activities that have the highest engagement and preparing for the next generation Customizing Sagely’s platform to different groups Sagely’s remote learning capabilities and future on-demand initiatives   Episode Summary: In today’s episode, Debbie speaks with Hollie Kemp, Chief Operating Officer at Sagely, a Honolulu-based IT company that “marries the power of software, data, and the human element to empower caregivers, elders, and their families to improve elders’ well-being. Sagely is a platform to document, manage, and navigate the tracking and delivery of engagement and care programs” that can be used by both residents and their families. Hollie started out in the senior housing space over 20 years ago as a unit assistant. Through the years, she took on various roles, from caregiver all the way up to Chief Experience Officer. With a primary focus on memory care and engagement, her passion is quality of life and designing stellar lifestyles for the seniors in her care. Hollie agrees with Debbie that the pandemic has served as an “accelerator” that has forced operators in the industry to focus on making their systems and processes more effective and efficient. Sagely in particular has had to fall back and reflect on their core mission to “keep elders happy, healthy, independent, and connected”. This required them to create a two-pronged approach for 2020 and beyond: develop technology that is simple to use for residents who may not be tech-savvy, and “free up more time and also provide more efficient tools for that engagement director to meet their residents’ needs at all times.” Hollie has noticed that, amid the pandemic, “people are less focused on limitations and more focused on possibilities”. The adoption of new technologies today should not actually be as difficult as many make it out to be, even in the senior living space. What makes the difference are the goals you have going into a project, how you hold your team accountable to those goals, and why those goals matter. “In my opinion,” says Hollie, “in senior housing, technology is never replacing human touch. I do not believe that’s possible. I still think we’re a human business. Technology just enables the human to do their job better.” And this outlook should extend to those initiatives that technology aims to make possible. “A program,” continues Hollie, “can be wonderful on paper, but if it’s not alive in the community, it doesn’t matter.” Links: Sagely Hollie Kemp on LinkedIn

* Due to technical difficulties, we ask that you please watch this episode on our YouTube channel *  Topics Discussed and Key Points: Looking at the science of conversion and not just the art Using behavioral science to understand the thought process of prospects What data we should be looking at that informs strategic conversations with prospects Tools to help track engagement metrics Updating your website and communication tools to adapt to social distancing limitations Designing a website that gradually educates cold prospects to warm them up over time Creating content and designing web pages for different segments Designing your website as a draftsman rather than as an artist Optimizing your website for the mobile experience Episode Summary: In today’s episode, Debbie speaks with Brian Massey, Managing Partner at Conversion Sciences, a data-driven conversion optimization agency which seeks to “find those impulses to act that are hidden in your site.” If you are counting on the internet to drive your business, you cannot manage it without having access to behavioral data. Brian says that his role is not just the scientific complement to the art of marketing, but one that allows the marketer to “expand their art to be more creative”. Most businesses today do not need more leads, but more conversion. If they are aware of the data indicating the number of visitors, conversions, and the bounce rate (many companies do not even track these numbers), the first step is to look at the primary call to action that you want a particular page to make. Look at the amount of leads you are driving and how many engagements you are getting. Understanding the data helps you manage your relationship with visitors intelligently. Bounce rate is a great measure of the quality of the traffic on your website. There is a constant tension between getting more traffic and making the landing experiences better, and there is not necessarily a correlation between the two. Troubleshooting the experience to get more conversions requires an analysis of the visitor’s behavior as they navigate your site or landing page. Your website should always be updated to adapt to changes in the market. On the most practical level, this means looking at engagement metrics not just to know that data, but to know how to take action based on those changes. Conversion optimization is “an assembling of segments”, starting with the largest segment in the early stages of your business. Personas are a great tool for understanding what those segments are so that you can keep track of the types of visitors on your website. As you scale and become more sophisticated with your site, you can have more offers targeted toward specific segments. In the senior living space, some of those segments could include the adult children, seniors who would rather live in their home, and seniors who prefer a community. You should have a variety of content that caters to these different segments, and have pages on your website specially designed for these different kinds of content. Analytics will show how different segments behave differently on the pages you designed specifically for them. Links: Conversion Strategies

Topics Discussed and Key Points: How the senior care space has transformed in 2020 Managing your online reputation When and how to update your website Differentiating yourself with intentional copy Pushing sales messaging into the marketing funnel Creating content in 2021 Maximizing the conversion experience by incorporating flow When to automate your processes What tools operators should consider for their 2021 marketing budget  Episode Summary: In today’s episode, Debbie speaks with Andy Crestodina, co-founder and Chief Marketing Officer at Orbit Media, an award-winning 38-person digital agency in Chicago. The challenges we have seen in 2020 accelerated the trend toward the empowered prospect. There is more content than ever before for potential clients or customers to go through, which allows them to make a decision on a product or service even before meeting a representative of the company. Before, to learn what a business offered, you had to talk to people. Today, for many businesses that is no longer the case. The responsibility of a marketer, therefore, is to help prospects make a great decision by considering their product as an option. The foundation of your marketing efforts is evaluating your digital presence (and those of your competitors). From being present on most of the major social channels (depending on your demographic) to making sure you show up at the top of Google results, having both quality and quantity in your content marketing efforts should be one of the first major goals of your business. When it comes to designing and updating your website, always think about the perspective of the visitor. The site does not have to sell; but it has to give sufficient information to the visitor. The job of the website is to answer questions. What are their questions? What are their concerns? Which of those questions and concerns are among their top priorities? What are our best answers for those questions, and what evidence can we add to support those answers? When you know these things, you are ready to build a high-converting website. The job of the website is to give visitors sufficient clarity and trust (i.e. answers and evidence) to get them just over the psychological threshold toward contacting you. Asked about producing the right kind of content in 2021, particularly for the senior living space, Andy encourages operators to focus on the bottom of the funnel. Take care of your current prospects first: those who are already brand-aware. Many cold prospects may continue to have low intent going into the new year and might not be ready for anything—not even the initial call. Bottom-of-funnel content that answers sales questions should be prioritized; but also use this strategy to grow your email list. Work hard on the call to action to subscribe to your newsletter, because growing your email list puts you in control of your marketing destiny, unlike your social media platforms. Keep your subscribers in flow by keeping them engaged with a tailored content experience that regularly gives them value while keeping you top-of-mind until they are ready to take the next step. Links: Orbit Media Orbit Media Studios on YouTube Andy Crestodina on LinkedIn

Topics Discussed and Key Points: Roobrik’s purpose and unique approach to gathering data Gathering data and building trust via anonymous “conversational assessments” What senior living operators can learn from data gathered by Roobrik How COVID-19 has impacted prospect behaviors and uncertainties Other potential uses for Roobrik’s decision science technology Episode Summary: In today’s episode, Debbie speaks with Nate O’Keefe, Founder and CEO of Roobrik, “a survey or decision tool that helps older adults and families get unstuck [and] activate that audience that is right on the cusp. How can we help them understand their needs; their options?” Roobrik’s solution? Decision science. Their goal is not to market senior living as a prospect’s only choice, but to better inform them so that they can make that choice themselves. The typical senior living company website is, unfortunately, little more than an online brochure filled with impersonal stock images. “Nobody searches for senior living for fun,” says Debbie. Marketers have to make that extra effort to not only lead prospects to their website, but also to create comfort in order to help these prospects make life-altering decisions about their future. Roobrik gathers relevant information that helps prospects see if they are a fit for a community. They also put together resources that engage and build trust for those who are looking for options. Data is gathered through anonymous “conversational assessment” with the prospects which take their mindset into account, particularly with regards to their fears and worries. The assessment is anonymous because fears and worries, which prospects tend to minimize during the initial call, are the biggest challenges that operators need to tackle when promoting a new lifestyle as a possible solution. Prospects need to feel empowered and informed. Roobrik’s tool helps potential residents “overcome uncertainty and inertia” which, again, is why data is gathered anonymously. COVID-19 has obviously had a profound effect on the gravity of prospects’ doubts around senior living spaces. Nate acknowledges that perspectives will continue to evolve in the new normal. To gain a foothold over these ever-changing uncertainties, Roobrik asks, “What can we do that is additive and not noise?” The key is in gathering data, which serve as the foundation for any strategy. To this end, Roobrik has released “COVID impact reports”, which reveal that more people are looking—that prospects have developed a greater sense of urgency about their future options and are more willing to engage in conversations that will help them get unstuck.  Learn more about Roobrik at https://www.roobrik.com/

Topics Discussed and Key Points: The new channels Leading Response is leveraging to continue introducing people to their clients Is direct mail still a useful marketing tool today? What types of content are prospects looking for in the new normal? How to nurture and advance leads who are already in the pipeline Measuring ROI An easy way to double your click-through rate What the most successful senior living companies during the pandemic are doing differently Episode Summary: In today’s episode, Debbie speaks with Val Whitman, VP of Senior Living at LeadingResponse, on marketing, thought leadership, and innovation. LeadingResponse is a client acquisition firm with a focus on connecting qualified leads—adults, children, seniors—with the senior living client to nurture their relationship. This is best done is face-to-face, preferably onsite; but in the new normal, the company was forced to adjust its primary strategy. Fortunately, along with organizing in-person events, LeadingResponse has solutions for connecting people to their clients using online campaigns. Today, these campaigns have taken center-stage. LeadingResponse has a webinar platform that has proven to be their most popular tool for educating and building relationships with existing consumers. Using white-labeling capabilities available on the platform, clients can customize this visual experience to navigate the new normal with their prospects with ease. Prospects today are still looking for the basic information they have always wanted and needed; i.e. the differences between care levels, how costs are covered, how to have tough conversations with loved ones, etc. But now they also want to know how a company, as a brand and as a representative of their industry, can keep their loved one safe. The client needs to take this opportunity to showcase the benefits of staying at a senior living community during the pandemic. During these uncertain times, labor costs have generally gone up, as well as budgets for supplies, which could include test kits. Organizations need to learn how to do more with fewer dollars. It is important for a business to look at the tools and platforms that they currently employ, including webinars, direct mail, and virtual tours, and measure the ROI on each. If there is a problem in the execution of these tools, consider small solutions first. Sometimes, it is just a matter of changing the content or call to action. In some cases, improving ROI is also about sales execution. Are people following up with prospects? Are they even reaching out to new leads on time in the first place?  

Topics Discussed and Key Points: The lackluster quality of most stock photos depicting seniors What it is like to work with 80+-year-old models, including those with cognitive disabilities Why Tom incorporates stories into his photos How senior living facilities can improve their marketing by showcasing quality photos Justifying the cost of quality photoshoots for marketing purposes Rebuilding trust in senior living communities post-COVID 19 through photography   Episode Summary: In today’s episode, Debbie speaks with Tom Sanders, a professor of photography at Savannah College of Art and Design and the founder of Senior Living Photography and Senior Stock Photos. He is the author of the coffee table books The Last Good War: The Faces and Voices of WWII (2010) and Vietnam War Portraits: The Faces and Voices (2020). Debbie considers Tom to be the best in the senior photography niche which, she laments, is severely lacking. She notes the oftentimes routine, inaccurate, and sometimes even silly representations of seniors in traditional stock photographs. One reason for this, addresses Tom, is that many senior living companies are unwilling to invest in high-quality photoshoots. Debbie also criticizes run of the mill photos as idealized images of prospects that lack relatability (i.e. models are often a decade or two younger than the usual senior living demographic). Tom, on the other hand, is unafraid to literally get up close and personal with the people he is trying to represent. Debbie points out that many of Tom’s photos clearly display the wrinkles of his 80+-year-old models. They are posed simply, their humanity, personalities, and vulnerabilities all laid bare. Tom encourages more photography companies to take advantage of the stories that seniors have to share, so as to bring out the individuality of every single model. It is this level of care and openness that helped The Last Good War to earn the title of “Non-Fiction Book of the Year, Editor’s Choice” by the Forewords Review Magazine. Companies should be willing to invest in better quality photos of their seniors the same way they are already used to spending on photos of their facility. After all, a marketer’s job is to sell lifestyle, not real estate.   Check out Tom’s portfolio at https://seniorstockphotos.com/ and https://www.seniorlivingvisuals.com/

Topics Discussed and Key Points: Key impacts of COVID-19 on the senior living industry in China The importance of building relationships with prospects amid COVID-19 Useful technologies and other strategies to engage with prospects during quarantine How to “check the temperature” of your lead base during these turbulent times Training salespeople that can effectively navigate the current climate   Episode Summary: In today’s episode, Debbie speaks with Jeff Gronemyer, Director of International Census Development with Meridian Senior Living. He gives a global perspective on the impact of COVID-19 on the industry. Overseeing sales efforts for Meridian in China, Jeff is essentially a couple of months ahead in terms of best practices for interacting with prospects during the pandemic. In China, Meridian has completely shut down their buildings. The question prospects lead with is no longer, “When can we move in?” but, “What can you do to keep my mom and dad safe?” Meridian has shifted its marketing and sales to cover common concerns brought about by the new normal. This includes helping seniors gain easier access to produce and other basic necessities. There have also been a number of changes to protocols for moving in particularly with regard to making sure that health and sanitation take precedence over all else, while of course keeping the process comfortable and fear-free for seniors. During a time when communication is more important than ever for closing prospects in the senior living industry, Jeff says that there is now more focus put into the relationship aspect of things. Building a relationship with the prospect while leading them through the sales process has always been a tricky balance. The difference today is that prospects will not be moving into facilities until further notice, and so the pressure to close in advance is no longer there. This simply means taking the time to have meaningful conversations with prospects. One way that Meridian encourages its sales staff to adopt this focus is through sending information on relevant topics to chat about with seniors, such as historical events ranging from 1960 to 1976. This is a time to experiment and innovate with different technologies and other strategies to engage with prospects. It is also important to discover the changing attitudes, mindsets, and goals of your client base. Reach out—whether through surveys or focus groups—and soak in the different hopes, worries, and fears that prospects are currently experiencing. This is especially important since senior living communities are being dubbed as dangerous “petri-dishes” by certain media institutions. In order to respond to these messages, there is no better strategy than to communicate on a more intimate level with those you are looking to serve.

Topics Discussed and Key Points: SiteStaff Chat’s edge over other conversion services The two types of prospects that chat support representatives typically engage with How SiteStaff’s engagement specialists conduct conversations with prospects The importance of earning the right to ask for a prospect’s personal information Why Bill is passionate about empathy and culture   Episode Summary: In today’s episode, Debbie speaks with SiteStaff Chat Founder Bill Jennings on how prospects for senior living facilities engage with Chat’s online support staff. Bill founded his company as a response to the many other support services that have the unfortunate tendency to offer generic, information-laden responses to website visitors. Instead, SiteStaff Chat’s approach is that of “an emotional selling process; making people feel comfortable.” This approach turned out to be the perfect fit for the senior living industry, of which the emotional component is naturally higher among prospects. SiteStaff Chat typically sees two types of customers. The first type are family members looking for a place for their aging parents, but have little to no idea what to expect from or how to go about the process of moving them into a senior living facility. The second type are those looking to move themselves into a facility simply because they are looking for community and, of course, assistance. In both of these cases, support staff need to be both empathetic and understanding as they work to dispel prospects’ common fears while guiding them towards a decision. Chat’s engagement specialists are looking to provide real answers to prospect queries, as opposed to canned ones. Bill laments the “copy-paste” tactics of traditional services, where answers are scripted and superficial. Chat aims to qualify the prospect, not by attempting to methodically close them, but by “humanizing the experience”, first by establishing whether there’s even a fit for them in the first place, followed by diving into specifics around the prospect’s particular circumstances and goals. Today, Chat’s representatives spend an average of eight and a half minutes chatting with prospects. These eight and a half minutes are not spent giving an elevator pitch, but on having real, human-to-human conversations that aim to earn the right to ask the prospect if they are ready for the next step of the transaction. When much of the modern marketing world focuses on vanity metrics such as views, impressions, clicks, or website traffic, it is crucial for a company (and refreshing for prospects) to create personal experiences that give visitors real value. After all, senior living communities deal with high-intent prospects. By empowering these prospects to make informed decisions through meaningful conversations, any business can achieve more of the metric that truly matters: conversions.   Try SiteStaff Chat for 30 Days Free of Charge by visiting https://www.sitestaffchat.com/ or give Bill a call at (303) 349-4282

Topics Discussed and Key Points: The importance of creating an effective sales culture How to develop a sales training process Practical advice on empathetic selling to maximize your existing database when COVID-19 has slowed down the flow of new leads Lessons learned by Mike after having done over 150,000 mystery shops   Episode Summary: In today’s episode, Debbie speaks with Mike Miller, President and CEO of Primo Solutions, LLC, and the author of Selling at Combat Speed (2008) and Stop Selling & Start Caring (2011). They discuss the core message of Mike’s newest book which, while always relevant, is many times more so today amid the COVID-19 pandemic. The inspiration behind Stop Selling & Start Caring came when a colleague discussed the uncomfortable experience of looking for a senior living community for his mother. After visiting several communities, his colleague found that none of them even bothered to ask him how he, as the adult child, was feeling about the process. Instead, it seemed like all these communities cared about was making the transaction. Many institutions lack a clearly-defined sales training process which, by extension, results in a lack of a cohesive sales culture. Debbie and Mike agree that it is key to have a great sales trainer that regularly conducts sessions to help instill and maintain this culture. But more importantly, the company has to have leadership in place that, once training is done, can efficiently and effectively delegate in order to ensure the healthy growth of its culture. “You can have a great strategy,” says Mike.  “But if you do not have the culture in place and the buy-in where people really believe in the process and what they are doing, then it is not going to work.” COVID-19 has forced many businesses to focus on their existing database as the pandemic has led to fewer new leads coming in. Mike believes that senior living communities tend to spend too much money on incoming leads, and that many can actually fill their communities by investing in their current database. Additionally, the problem with a constant stream of leads is that communities will eventually have a difficult time to work with and nurture those leads already in the CRM. With regards to the current situation, Mike says that we have no choice but to “make a difference on the phone.” Even today, it is possible to increase your conversion rate via deliberate, creative, and empathetic selling. It starts with reducing your marketing spend and putting more focus on training your staff to work with existing leads.   Ask Mike for a free PDF of Stop Selling & Start Caring at mike.miller@primosolutionsllc.com

Topics Discussed and Key Points: What direction should marketing and communications take amid COVID-19? The power of “sharing, not selling” as a long-term approach to business development Why your organization should shift from crisis communication to resource communication How to get people comfortable about potentially moving into a senior living community during a pandemic What can we learn from this situation, marketing and communications-wise, to become better prepared should another crisis hit?   Episode Summary: In today’s episode, Debbie speaks with Dan Hutson, Marketing Strategy and Communications consultant. The pair discuss best practices around marketing and communication strategy used by various industries amid the COVID-19 pandemic, and how these practices can be implemented by the senior housing industry. Today, organizations have to choose between quietly waiting out the crisis, and looking for opportunities to innovate. Much of the senior living world has chosen the former strategy. Worse than that, some even chose to do “tone-deaf” marketing that completely ignores the new normal. Consumers and clients are more forgiving towards vulnerability and more “raw” messaging, as long as the company can assure them, with a level head, that they are willing and able to consistently follow through in spite of current challenges. “This situation has freed up your time from doing a lot of the business-as-usual marketing work,” says Dan. “Take this time to really think about interesting ways of connecting with your audience—communicating and creating ongoing conversations with them.” If more organizations adopt this paradigm, there may endure, long after the end of this crisis, a “sharing, not selling” approach to business. It helps greatly to put yourself in the shoes of those you’re trying to serve. Imagine what a typical member of your target audience is thinking, feeling, and doing at this very moment. One thing’s for sure: there’s so much uncertainty in the world today that people in general are just looking for leaders to help make their struggles more bearable. This, says Dan, becomes the perfect opportunity to serve as your customer’s go-between—to position your company as an incredible resource which provides useful services outside the usual scope of your business. At a time when social distancing is the norm, ask yourself how you’re adopting technology to support your sales and marketing effort. If you want more people to become comfortable with the idea of potentially moving into a senior living community, particularly during this pandemic, digital and inbound marketing should be your priorities. Many people are uninformed about the different types of available communities, not to mention their concerns about sanitation in these spaces. If relevance is what you’re after, there’s no better time than this moment to put out regular content that tells your customers exactly what services they should be expecting from your organization. This content should illustrate the reality of your senior living space as a “living, breathing community of people who are engaged in interesting, purposeful lives.”

Julie Podewitz - Chief Sales Officer at Vitality Living: Vitality Living has found great success using new marketing, sales and communication channels during the COVID pandemic.  Their brand reach has quadrupled and their teams are successfully adopting new technologies to attract, nurture and close sales.  Julie shares their best practices and results.  Get ready to be inspired!

The senior living industry has weathered hurricanes, earthquakes, tornadoes and fires. But COVID-19 is requiring a whole new playbook.  Join us for the inaugural podcast as we discuss lessons learned during COVID-19 and making the most of this unique situation. 

Episode Summary:  In this episode, Debbie Howard, co-founder of Senior Living SMART, is joined by Kiera DesChamps, author of After the Tour: Where Senior Living Decisions Are Really Made, to unpack what truly happens after a prospect leaves a community tour.  While operators invest heavily in generating leads and securing tours, Kiera explains why the real opportunity — and risk — begins once families walk out the door. Drawing from years of working directly with families at their kitchen tables, she shares the emotional and logistical barriers that stall decisions, even when prospects say they “love the community.”  Together, Debbie and Kiera explore how sales and marketing teams can reduce overwhelm, remove friction, and become trusted guides — not just tour hosts — to accelerate move-ins and strengthen occupancy.    Key Takeaways:  The Post-Tour Gap:  Communities often lose momentum after the tour because there is no clear, meaningful next step. A strong follow-up strategy must go beyond “checking in” and instead deliver value tied to the prospect’s specific concerns.  Overwhelm Slows the Sales Cycle:  Five tours often result in five packets of financials, vendor lists, and paperwork. Without guidance, families experience decision paralysis — not rejection.  Logistical Barriers Are Emotional Barriers:  Storage units, artwork, pets, family holidays, adult children living out of town — these are not side issues. If unresolved, they become the reason prospects delay moving.  The LEADER Model:  Kiera introduces her LEADER framework — Listening, Engaging, Adapting, Delivering, and Executing Revenue — emphasizing the importance of staying present and adapting to each prospect’s unique journey rather than relying solely on scripts.  Introduce Solutions Early:  Communities don’t need to wait for a financial commitment to offer transitional support. Introducing trusted partners and move-in assistance early can shorten the time between inquiry and tour — and tour to move-in.  Remove Internal Barriers:  Lengthy paperwork, unclear next steps, and intimidating processes (like assessments and lease signings) create unnecessary friction. Simplifying and digitizing these steps improves both the prospect experience and conversion rates.  Human Connection Wins in the Age of AI:  While information is more accessible than ever, the communities that differentiate themselves will be those that create authentic, personalized, human connections.    Resources:  Transcript  Read After the Tour by Kiera DesChamps   Connect with Kiera on LinkedIn  Check out Senior Living SMART’s website 

Senior Living Marketing Perspectives: Eliminating the “Sea of Sameness” in Senior Living Marketing with Hoyle Koontz  Episode Summary:  In this episode, Debbie Howard of Senior Living SMART sits down with Hoyle Koontz—partner and co-founder of The Vector and creator of YourTour—to explore how digital sales tools are reshaping the senior living purchase journey. Hoyle shares his path from photojournalism to pioneering interactive content in senior living and discusses how technology, personalization, and business intelligence are transforming how communities engage prospects.  Together, Debbie and Hoyle unpack how prospects’ expectations have shifted, why digital selling is no longer optional, and how tailored, lifestyle-driven experiences can shorten decision timelines and improve conversions.  Key Takeaways:  Boomers Are More Tech-Savvy Than Ever: Older adults are using technology at extraordinarily high rates—often hourly. This creates a powerful opportunity for communities to meet prospects where they already are: online. Digital Selling Completes the Digital Marketing Journey: Communities invest heavily in digital marketing, but fewer invest in digital sales tools. Hoyle highlights the gap—and why closing it helps prospects advance much further before stepping on campus. Personalization is the New Differentiator: YourTour enables sales counselors to deliver individualized, one-to-one experiences—far beyond generic virtual tours. Prospects see what truly matters to them, from the right floor plan to lifestyle amenities that reflect their interests. Lifestyle Storytelling Beats “Sea of Sameness” Marketing: Prospects don’t want empty rooms—they want to imagine themselves within community life. Showcasing resident interaction, socialization, and emotional value is far more compelling than architectural photography alone. Integration With Business Intelligence Improves Results: Tools like Validify and MoneyGauge help communities identify marketing-qualified, sales-qualified, and financially qualified leads. When paired with YourTour, sales teams gain clarity, confidence, and higher-quality conversations. Data Shortens the Decision Cycle: Communities using a combined tech stack (Validify + MoneyGauge + YourTour) have reduced average sales cycles from 402 days to roughly 229 days—a major improvement. Tailoring Matters in Both Life Plan and Rental Communities: Life plan communities use YourTour to nurture long, research-driven journeys, while assisted living and memory care can leverage AI-driven tour guidance to accelerate urgent decision-making.   Resources:  Transcript  Connect with Hoyle on LinkedIn  Learn more about The Vectre  Check out Senior Living SMART’s website 

Senior Living Marketing Perspectives: The Future of Lead Qualification in Senior Living with Tripp Higgins    Episode Summary  In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Tripp Higgins, Chief Revenue Officer of My LifeSite, to discuss how operators can better qualify prospects through smart financial tools. My LifeSite, known for its educational resources and MoneyGauge financial assessment tool, empowers families to understand what they can afford in senior living—while giving communities actionable insights to prioritize the right prospects.  Tripp explains how MoneyGauge turns affordability questions from a point of hesitation into a confidence-building step for families. By allowing prospects to self-qualify in a judgment-free way, communities receive not just more leads, but more better leads. The conversation explores how this tool integrates with marketing, CRM systems, and even chatbots to prevent self-disqualification and reduce wasted sales effort.  Together, Debbie and Tripp highlight how data-driven qualification helps communities address occupancy challenges, refine marketing spend, and even guide future development decisions.    Key Takeaways  More Better Leads: Operators don’t just need more leads—they need financially qualified leads (FQLs) that have real potential to move in.  Self-Qualification Builds Confidence: MoneyGauge empowers prospects to explore affordability without judgment, reducing fear and hesitation.  Segmentation Made Simple: With red, yellow, and green results, sales teams can prioritize outreach and provide context-specific follow-up.  Anonymous or Gated Options: Communities can choose whether prospects get results upfront or after sharing contact info, balancing lead capture with user comfort.  Data That Drives Strategy: Insights from assessments reveal not only individual affordability but also broader market trends that can inform pricing, inventory mix, and geographic targeting.  Re-engagement Goldmine: Cold and lost leads can be revived when given new tools like MoneyGauge, proving the importance of nurturing campaigns.  Beyond the Widget: The tool works best when embedded in websites, emails, social posts, SMS campaigns, and even direct mail—meeting prospects wherever they are in the journey.  Future Vision: Attribution modeling and deeper CRM integrations are making it easier to track conversions from assessment to tour, deposit, and move-in.    Resources  Transcript  Connect with Tripp Higgins on LinkedIn  Visit https://mylifesite.net/   Learn more about Senior Living SMART  

Senior Living Marketing Perspectives: Bridging the Affordability Gap in Senior Living with Sue Farrow    Episode Summary  In this episode of Senior Living Marketing Perspectives, Debbie Howard speaks with Sue Farrow, founder of SHORE (Senior Housing Relief for Elders) and former founder/CEO of Integral Senior Living and Solstice Senior Living. After decades of operating senior housing communities, Sue has turned her focus toward a powerful new mission: making quality senior living accessible to all, regardless of income.  Sue discusses the painful realities of the affordability gap in senior housing—especially for middle-market seniors—and how SHORE is stepping in to help. From launching small grants and aid programs to creating a scalable chapter model for senior living operators, SHORE offers a turnkey solution for communities that want to give back while enhancing brand reputation and staff satisfaction.  The conversation highlights the “foundation in a box” concept, the power of marketing tied to purpose, and how even small donations or fundraisers can make a big difference. Whether you’re an operator looking to start a philanthropic initiative or a vendor looking to make a meaningful impact, Sue’s message is clear: the time to act is now.    Key Takeaways  SHORE Is Filling the Gap: Many seniors fall into the affordability chasm—too wealthy for government-subsidized housing, too strapped for market-rate care. SHORE is creating real solutions.  Start Small, Scale Smart: SHORE began with covering VA application fees and small move-in grants, then expanded to offer a chapter model for operators who want to launch their own foundations.  Turnkey Foundations: With SHORE’s “foundation in a box,” operators can set up a 501(c)(3) without the legal, financial, and compliance burdens—ideal for fundraising and community goodwill.  Marketing with Meaning: SHORE isn’t just philanthropy—it’s a strategic marketing differentiator. Communities that show they give back attract more prospects and top-tier employees.  Vendor & REIT Opportunity: The movement calls on vendors and REITs to do their part through sponsorships, events, and percentage-of-revenue donations.  Impact Beyond Dollars: From bake sales to bocce tournaments, communities can creatively raise funds and directly support residents, veterans, and employees.  Vision for the Future: Sue envisions SHORE becoming an influencer in senior housing policy, expanding its impact through public-private partnerships and advocacy.    Resources  Transcript  Connect with Sue Farrow on LinkedIn  Visit https://seniorhousingrelief.org/  Learn more about Senior Living SMART 

Senior Living Marketing Perspectives: Changing the Narrative Through Authentic Storytelling with Nathan Jones Episode Summary  In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Nathan Jones, CEO and Founder of Dash Media, to explore how authentic storytelling is reshaping the perception of senior living. With a background spanning faith, football, technology, and a passion for video, Nathan shares his journey from starting Dash Media to producing 90–100 videos a week for senior living operators and reaching 400 million organic views in just a few years.  Nathan explains why real resident stories resonate far more than stock images or scripted pitches, how communities can scale authentic video production affordably, and why platforms like YouTube and TikTok are now key to reaching not just adult children but older adults themselves. The conversation also dives into AI’s evolving role in content creation, how data reveals which types of videos perform best, and why authenticity will remain the most powerful differentiator in senior living marketing.  Key Takeaways  Authenticity Wins Every Time: Residents saying “I wish I had moved in sooner” creates stronger impact than polished commercials or stock visuals.  Scaling Video Content Is Possible: Dash Media uses lightweight filming, repurposed clips, and a detailed tagging system to turn two days of filming into 150 videos.  AI Is a Tool, Not the Storyteller: While AI boosts efficiency in tasks like reporting, real human stories are irreplaceable for building trust.  Know What Content Performs: Stories outperform all other categories, generating 10x more views than activities or static content. Shares and saves are the “gold standard” for social reach.  Meet Audiences Where They Are: YouTube and TikTok are increasingly effective for engaging both seniors and adult children—proving that older adults are active on these platforms too.  Video Multiplies Impact Beyond Social: Communities see improved ROI when video is integrated across email campaigns, landing pages, lobbies, and even presentations.  Resources  Transcript  Connect with Nathan Jones on LinkedIn  Visit mydashmedia.com  Learn more about Senior Living SMART   

Episode Summary:  In this episode of Senior Living Marketing Perspectives, Debbie Howard chats with Reed Davis, Chief Learning Officer of One On One Sales Academy, about the changing landscape of sales training in senior living. With decades of experience across operations and vendor-side leadership, Reed offers a fresh, strategic take on why traditional sales methods are falling short—and what to do instead.  They dig into why most communities are underinvesting in their highest-revenue department (sales!), why salespeople need community—not just training—and how empathy, curiosity, and coaching can transform conversion rates. Reed also shares what’s ahead for the Sales Academy and why elevating sales training industry-wide is the key to closing more sales and creating better resident experiences.    Key Takeaways:  Sales Deserve More Investment: Despite being the primary revenue driver, sales teams often get minimal training support. It's time for that to change.  Training Isn’t Enough—Ongoing Learning Is Key: One-off training fades fast. Sales professionals need a learning ecosystem with masterclasses, webinars, coaching, and community.  Empathy and Curiosity Close Sales: Scripted pitches don’t cut it. Listening deeply, slowing down, and letting prospects guide the conversation leads to better outcomes.  Marketing and Sales Must Align: Messaging and follow-up must match a prospect’s stage in the journey. When marketing speaks one language and sales another, trust erodes.  Less Is More When It Comes to Leads: The sweet spot? 125–150 active leads per counselor. Focused follow-up leads to deeper relationships and higher conversions.  Nurturing Long-Tail Leads Is a Must: 60% of leads are in research mode. Pushing them to move too soon backfires. Instead, nurture with empathy, content, and patience.  Culture Sells: Everyone from the front desk to dining staff is part of the sales process. When the whole community supports occupancy goals, performance soars.  “Slow Down to Go Faster” Still Applies: Pushing creates resistance. Empathetic engagement shortens the sales cycle for the right prospects and improves move-in quality.    Resources:  Transcript  Connect with Reed Davis on LinkedIn  https://oneonone.com/academy/  Learn more about Senior Living SMART     

Episode Summary:  In this episode of Senior Living Marketing Perspectives, Debbie Howard welcomes Maureen Longoria, CEO and Co-Founder of LivNow Relocation, to discuss the seismic shifts heading toward senior living—and what communities must do to keep up.  From the $84 trillion wealth transfer to the explosive rise of solo agers, Maureen shares data-backed insights and on-the-ground realities that demand new thinking around marketing, move-ins, and move-outs. Together, they dig into creative solutions to help communities better support residents before, during, and after the transition—and how this support is becoming a true brand differentiator.    Key Takeaways:  The Boom Is Here: By 2030, senior housing demand will outpace supply by 1 million units. Baby Boomers are exiting the housing market in droves, and many aren’t waiting until their 80s to move.  Solo Agers Are Rising—Fast: A growing segment of future residents has no spouse or adult children. That’s 2 million Americans today—expected to grow to 8 million in the next 10 years. These prospects require more guidance, more touchpoints, and more community.  Wealth Transfer ≠ Readiness to Move: Despite having significant home equity, many prospects struggle with the how of moving. Communities need to support the transition—not just the sale.  For-Profit vs. Not-for-Profit Mindsets: Life Plan communities are expanding and managing waitlists; rental communities are struggling with turnover. Messaging and service models must align with these differences.  Closing the Back Door Is Key: Many for-profit operators are focused on occupancy gains, but they’re overlooking the risks of early move-outs. The first 30–90 days post-move are critical to retention and referrals.  Solutions Start Before the Deposit: Maureen emphasizes that relocation support shouldn't wait until move-in. Early engagement shortens the decision cycle and removes key friction for families and solo prospects alike.  Real Estate Market Trends Matter: While some markets remain strong, areas like Florida and Austin are experiencing slowdowns. Education around timing, agent vetting, and financing options like bridge loans and LivNow’s “Market Ready Program” is essential.  Creative Partnerships Can Elevate the Experience: New services like Helpful Heroes (using local EMTs for handyman tasks) offer safety and convenience for older adults and their families.    Resources:  Transcript  LivNow Relocation Website Connect with Maureen Longoria on LinkedIn Learn more about Senior Living SMART 

Senior Living Marketing Perspectives: Rethinking Sales Strategies in Senior Living with Kelly Singleton Myers  Episode Summary:  In this episode, Debbie Howard, co-founder of Senior Living SMART, is joined by Kelly Singleton Myers, co-founder of KJB Sales Consulting, to explore the evolving landscape of senior living sales. They discuss the gap between marketing advancements and traditional sales methods, the importance of coaching over just training, and how communities can better engage prospects by shifting from qualification-focused conversations to relationship-building approaches.  Key Takeaways:  Shifting Sales Mindsets: Kelly discusses the industry's tendency to focus only on urgent, ready-to-move prospects while neglecting long-term pipeline nurturing, leading to a "hamster wheel" effect.  Balancing Lead Volume & Personalization: As marketing drives more inquiries, communities must rethink sales staffing and processes to handle both high-intent leads and early-stage prospects.  The Power of Coaching: Training alone isn’t enough—ongoing coaching helps sales teams refine their skills, ask better questions, and avoid robotic sales approaches.  Lessons from Third-Party Aggregators: These lead sources succeed because they nurture and guide prospects throughout the journey—senior living teams need to provide a similar, high-touch experience.  Rethinking Prospect Engagement: Instead of categorizing leads as hot, warm, or cold, communities should focus on understanding the emotional and logistical factors driving each prospect's journey.  Avoiding Sales Pitfalls: Too many communities fail to follow up with scheduled tours, making prospects feel unimportant—small changes in responsiveness can significantly impact conversion rates.  Resources:  Transcript  Connect with Kelly on LinkedIn  Learn more about KJB Sales Consulting  Check out Senior Living SMART’s website