From Leads to Leases

Summary In this episode of From Leads to Leases, Jerry Vinci discusses essential marketing strategies for senior living communities to adopt in 2025. The conversation covers hyper-personalized digital advertising, video-first content on social media, localized SEO, advanced marketing automation, and the integration of AI in marketing and operations. Each strategy is explored in depth, emphasizing the importance of building relationships, enhancing engagement, and optimizing marketing efforts to drive occupancy and trust among prospective residents and their families. Book With Me: Schedule a Consultation Call Takeaways Hyper-personalized advertising tailors messages to specific audience needs. Video content is crucial for engagement and trust-building. Localized SEO is essential for attracting nearby prospects. Automation can streamline communication and nurture leads effectively. AI enhances marketing strategies through predictive analytics and real-time optimization. Communities must adapt to the evolving digital landscape to remain competitive. Building relationships is key to converting leads into residents. Understanding the decision-making process of families is vital for effective marketing. Content should be authentic and reflect the community's values and offerings. A holistic marketing approach integrates various strategies for maximum impact. Chapters 00:00 Introduction 00:41 Who is CCR Growth? 01:27 The Purpose of This Podcast 01:48 The Top 5 Marketing Strategies for Senior Living Providers in 2025 03:53 Strategy 1 - Hyper-Personalized Digital Advertising 04:34 How Hyper-Personalized Ads Might Sound 07:13 Why Providers Need Hyper-Personalized Ads 08:57 Four Key Components Needed to Use Hyper-Personalization in Ads 12:52 When Is the Best Time to Use Hyper-Personalized Ads? 15:05 What Communities Benefit Most from Hyper-Personalization 16:29 Strategy 2 - Video-First Content on Social Media 18:00 Statistics - The Power of Video on Social Media 19:17 Why Should Communities Focus on a Video-First Social Media Strategy? 21:32 How Senior Living Communities Should Use Video-First Content 24:20 Which Communities Benefit Most from Video-First Content 25:52 Strategy 3 - Localized SEO 27:07 What is Local SEO? 28:41 4 Key Reasons Senior Living Communities Need Local SEO 30:56 Five Local Strategies to Maximize Your Local Audience 39:07 Best Opportunities for Senior Living Communities to Utilize Local SEO 41:51 Strategy 4 - Advanced Marketing Automation and Nurturing Campaigns 44:03 Top Reasons Why Senior Living Communities Need Marketing Automation 46:30 4 Ways Senior Living Communities Should Utilize Automation 49:30 Best Opportunities to Use Marketing Automation 51:18 The Benefits of Automation and Nurturing Campaigns 52:25 Stragegy 5 - Leveraging AI in Marketing and Operations 53:12 Top 5 Ways to Leverage AI in Senior Living 57:55 How AI Enhances Every Other Marketing Strategy 01:00:29 Final Thoughts About Senior Living Marketing in 2025 01:02:29 Wrapping up Season 01 of From Leads to Leases

Summary In this episode of 'From Leads to Leases', host Jerry Vinci speaks with aromatherapy expert Andrea Jetzer about the intersection of aromatherapy and dementia care. Andrea shares her unique journey and experiences in various countries, highlighting the benefits of aromatherapy in managing dementia behaviors. The conversation explores global perspectives on dementia care, the importance of family dynamics, and the evolving trends in American dementia care. Andrea emphasizes the holistic approach of aromatherapy, its emotional balancing effects, and the need for integration into care facilities. The episode concludes with insights on how to effectively implement aromatherapy practices in senior living environments. Learn More: Connect with Andrea Jetzer on Instagram Keep up with Andrea's Projects Takeaways Aromatherapy can significantly impact dementia behaviors. The holistic approach of aromatherapy benefits both patients and caregivers. Cultural differences shape dementia care practices globally. Family dynamics play a crucial role in dementia care. Aromatherapy can evoke powerful memories and emotions. The environment of care facilities affects patient outcomes. Integrating aromatherapy requires management support and training. Starting slowly with aromatherapy can lead to positive outcomes. Aromatherapy can be a lifestyle choice for caregivers. Community and family involvement are essential in dementia care. Chapters 00:00 Introduction and Background 02:41 How Andrea Became a Aromatherapy Specialist in Dementia Care 06:00 How Other Countries Approach Dementia Care 08:09 How Most Families Approach Dementia Care in the US 10:38 Andrea's Personal Experience with Dementia Care and Her Father 16:39 Senior Living Communities Today are Different 17:45 Knowing When the Right Time to Explore Options for Seniors 21:51 The Power of Aromatherapy for Dementia Patients 23:46 Tapping into Nostalgia and Core Memories 25:17 The Symbiotic Relationship Between Aromatherapy and Caregivers 26:08 How Andrea Connected Aromatherapy with Dementia Care 28:02 Integrating Aromatherapy into Dementia Care Facilities 29:36 Starting Slowly: Incorporating Aromatherapy into Senior Living Programs 32:08 Connecting with Andrea

Summary In this episode of 'From Leads to Leases', host Jerry Vinci speaks with Keith Arbuckle, founder of Arizona Senior Living Advisors, about the complexities of the senior living industry. They discuss Keith's transition from podiatry to senior living advisory, the current challenges faced by the industry, including staffing shortages and affordability, and the role of technology in improving care. They also explore the importance of preventative care, the evolving landscape of senior living options, and the need for families to have proactive conversations about care. Keith shares insights on navigating healthcare and living options, the disadvantages of online aggregators, and the dynamics of family involvement in care decisions. The conversation concludes with Keith's vision for the future of Arizona Senior Living Advisors and the importance of being a trusted resource for families. Learn More Connect with Arizona Senior Living Advisors Find Arizona Senior Living Advisors on Facebook Connect with Keith Arbuckle Takeaways Keith Arbuckle transitioned from podiatry to senior living advisory to better assist seniors. The senior living industry faces challenges like staffing shortages and affordability. Technology can enhance care but should not replace the human element. Preventative care is crucial for seniors to maintain independence. Families should have proactive conversations about senior living options. Online aggregators may not provide the best fit for seniors seeking care. Vetting communities is essential to ensure quality care for seniors. Family dynamics play a significant role in care decisions. Shared housing is becoming a popular option for seniors. The future of senior living will likely involve more technology and multi-generational living. Chapters 00:00 Introduction 02:30 Keith's Background and Transition to Senior Living Advisory 05:11 Challenges Facing the Senior Living Industry 07:39 The Future of Care Within Senior Living 10:17 Reshaping Healthcare to Be More Preventative 16:33 Evolving Trends in Senior Living 24:29 Challenges of Juggling Work, Kids, and Senior Care 26:28 How Arizona Senior Living Advisors Provides Personalized Support for Seniors and Families 29:50 Understanding Pricing and Fees in Senior Living 31:27 How Arizona Senior Living Advisors Makes Community Recommendations 32:22 Pitfalls of Using Referral Agencies 36:39 Navigating Complex Family Dynamics 39:04 How Arizona Senior Living Advisors Qualifies Communities 41:14 How Senior Living Providers can Improve Transparency 44:08 Future Plans for Arizona Senior Living Advisors

Summary In this episode of 'From Leads to Leases', host Jerry Vinci speaks with Luke Fannon, founder of The Fannon Group, about the senior living industry. They discuss Luke's extensive experience in healthcare sales and marketing, the importance of building referral networks, and strategies for census recovery. Luke emphasizes the emotional challenges families face when choosing senior living options and the need for sales professionals to guide them through the decision-making process. The conversation also highlights upcoming training programs and resources available through The Fannon Group. Learn More: Connect with Luke Fannon Learn more about The Fannon Group Join Luke's Post-Acute Care Business Development Masterclass - 12/17/24 Check out more trainings like Overcoming Objections, Managing Negative Reputations, Marketing 101, and more Takeaways Census recovery is crucial for senior living providers. Experience in the industry translates to better care and trust. Building professional referral networks can significantly increase leads. Understanding the emotional aspects of family decision-making is key. Sales professionals must guide families through complex decisions. Lead generation strategies need to be intentional and well-planned. Engaging families requires understanding their unique needs and challenges. Trust is built through consistent communication and keeping commitments. Organizations must address operational issues to improve census. Training and resources are essential for sales and marketing success. Chapters 00:00 Introduction to Senior Living Insights 02:16 Luke Fannon's Journey in Healthcare 07:04 The Birth of The Fannon Group 09:24 The Value of Experience in Senior Living 12:01 Building Professional Referral Networks 21:27 Understanding Census Recovery 32:22 The Importance of Redemption Stories 33:35 Implementing Quick Wins and Long-Term Strategies 35:58 Emotional Aspects of Decision-Making 39:27 Navigating Complex Decision-Making Environments 47:34 Building Trust with Prospects 48:48 Differentiating Services and Competitive Advantages 53:27 The Role of Guidance in Decision-Making 56:50 Upcoming Workshops and Courses from The Fannon Group 59:50 Wrapping Things Up with Luke Fannon

Summary In this episode, Jerry Vinci speaks with Elizabeth Miller, a family caregiver advocate, about the challenges faced by caregivers, particularly those in the sandwich generation. They discuss the importance of self-care, navigating the complexities of senior living options, and the emotional landscape of caregiving. Elizabeth shares her personal experiences and insights on how caregivers can prioritize their well-being while supporting their loved ones. The conversation also highlights the role of senior living providers in supporting caregivers and the importance of open communication with family members regarding care decisions. Learn More: Visit Happy Healthy Caregiver Sail Away with Elizabeth on this amazing caregiving cruise! Subscribe to her Podcast Purchase her Daily Self-Care Journal Connect with Elizabeth Miller Takeaways Caregiving is a significant emotional and physical responsibility. The sandwich generation faces unique challenges balancing work and caregiving. Self-care is essential for caregivers to avoid burnout. Understanding senior living options can be overwhelming for families. Choosing the right senior living community requires careful consideration of care needs. Caregivers often experience guilt and grief during the caregiving process. Building a support system is crucial for caregiver well-being. Courageous conversations about care should start early with loved ones. Resources like podcasts and journals can help caregivers navigate their roles. Community engagement and support from senior living providers are vital for caregivers. Chapters 00:00 Introduction to Caregiving and Advocacy 01:52 The Sandwich Generation: Challenges and Insights 06:14 Navigating Caregiving Responsibilities 10:57 Understanding Senior Living Options 12:58 Choosing the Right Senior Living Community 14:46 The Emotional Landscape of Caregiving 16:17 Questions Caregivers Should Ask When Evaluating Communities 20:23 The Role of Guilt and Grief in Caregiving 25:41 Navigating Grief in Caregiving 28:27 The Importance of Self-Care for Caregivers 33:32 Community Support for Family Caregivers 35:53 Marketing Strategies for Caregiver Support 38:36 Courageous Conversations About Care 43:01 Resources for Caregivers 45:38 Upcoming Projects and Events for Caregivers

Summary In this episode of From Leads to Leases, host Jerry Vinci speaks with dementia care expert Rachael Wonderlin about the importance of creating customized dementia care programs in senior living communities. Rachael shares her journey in the field, the challenges of the consulting industry, and the significance of effective communication in dementia care. She discusses the impact of her online education platform, Dementia by Day School, and emphasizes the need for tailored programs that meet the unique needs of each community. The conversation also touches on the importance of branding, marketing, and the role of education for families and staff in improving care. Rachael highlights success stories from her work and addresses the challenges communities face when implementing new programs. The episode concludes with insights on promoting dementia care effectively and the importance of ongoing education in the field. Learn More Learn More about Dementia By Day Watch Embracing Their Reality: The Short Film Takeaways Rachael Wonderlin emphasizes the need for customized dementia care programs. Effective communication is crucial in dementia care. Dementia by Day School offers valuable online education for staff and families. Tailoring programs to specific community needs enhances care quality. Branding and marketing are essential for attracting families to memory care. Success stories demonstrate the tangible benefits of well-implemented care programs. Resistance to change is a common challenge in implementing new care strategies. Pre-packaged programs often fail without customization and proper training. Staff retention improves with structured programs and clear communication. Ongoing education is vital for all staff members in dementia care. Chapters 00:00 Introduction to Dementia Care Expert Rachael Wonderlin 01:55 How Rachael Began Her Career in Dementia Care 05:20 Understanding the Consulting Landscape 06:20 Key Elements of a Successful Dementia Care Program 08:23 Common Gaps in Training and Education in Dementia Care 09:59 Dementia By Day School 14:44 How Dementia By Day Customizes Programs for Each Community 16:40 Cultural Differences in Dementia Care 18:21 How Branded Dementia Care Programs Create More Selling Opportunities 21:15 Success Story of How Dementia By Day Impacts the Entire Senior Living Organization 23:38 Challenges in Implementing Dementia Care Programs 25:25 Why the "Buy and Apply" Method of Programming Doesn't Work for Dementia Care 27:15 Staff Retention in Dementia Care 31:53 Promoting Dementia Care Programs 33:57 Justifying the Investment into Dementia Care Programs 35:55 The Need for More Dementia Care Education 37:55 The Short Film: Embracing Their Reality 41:15 Upcoming Projects and Future Endeavors 44:47 Wrapping up with Rachael

Summary This conversation with Kate Baldwin Senior Living Photographer, delves into the intricacies of senior living photography and videography, focusing on the importance of scheduling, the considerations involved in setting up for shoots, the significance of engaging with subjects to create comfort, and the role of feedback in the creative process. Kate Baldwin and Jerry Vinci share insights on effectively managing time and resources while ensuring a positive experience for everyone involved in the production. Learn More Visit SeniorLivingPhotographer.com Connect with Kate on LinkedIn Connect with Kate on Instagram Takeaways Scheduling is crucial for successful filmmaking. Consideration of various elements is key in planning shoots. Engaging with subjects helps create a comfortable environment. Feedback during filming enhances the overall process. Avoiding meal times can lead to better scheduling outcomes. Clear communication with subjects is essential. Creating a positive atmosphere can improve performance. Understanding the needs of the crew and subjects is vital. Flexibility in scheduling can lead to better results. Effective planning can minimize conflicts during filming. Chapters 00:00 Introduction 02:05 The Importance of Photography and Videography in Senior Living Marketing 03:59 Managing a Senior Living Photo Shoot 07:36 Authenticity and the Impact of Photography on Marketing Efforts 10:02 How Kate's Work Impacts Marketing Efforts 13:13 Planning and Executing Successful Photo Shoots in Senior Living 20:45 How Soon Should You Plan a Shoot? 23:26 Helping Communities Understand Their Value Proposition 26:31 How to Make Non-Professional Models (Residents and Staff) Feel Comfortable 31:35 Emerging Trends in Senior Living Photography & Videography 37:20 Tips for Senior Living Providers 43:28 Advice to Other Senior Living Photographers 46:25 Wrapping up with Kate

Summary In this episode of 'From Leads to Leases', host Jerry Vinci speaks with Christina Palmieri, founder and CEO of Olive Branch Senior Living Advisors. They discuss Christina's journey from corporate senior living to establishing her own senior care placement business, the challenges families face when seeking care for loved ones, and the innovative approach she takes to ensure families receive comprehensive support. The conversation also touches on the importance of socialization for seniors, the future of senior housing, and effective marketing strategies for senior living providers. Learn More Connect with Olive Branch Senior Living Advisors Connect with Christina Palmieri Takeaways Christina Palmieri transitioned from corporate senior living to founding Olive Branch. Families often overlook the importance of asking the right questions when seeking care. Socialization is crucial for seniors' mental and physical health. Proactive planning can alleviate stress when seeking senior care. Adult family homes are becoming a viable option for senior living. The senior living industry is facing significant staffing challenges. Building a comprehensive care team can streamline the placement process. Marketing strategies should focus on being present in the community. Families should not feel guilty about seeking professional care for their loved ones. The perception of senior living is changing, with more focus on quality of life. Chapters 00:00 Introduction 02:03 How Christina Got Started in Senior Living 04:12 The Role of Professionals in Senior Care Placement 05:21 Biggest Challenges Families Face Searching for the Right Community 09:58 Key Roles that Make Olive Branch Successful 13:54 Challenges with Enough Senior Housing 17:18 Unpacking Adult Family Homes 20:52 Transitioning Between Levels of Care & Isolation 23:06 The Socialization Aspect 25:07 Changing Perceptions of Senior Living Communities 28:05 The Importance of Purpose and Belonging 30:17 Building Strong Partnerships with Advisory Services 32:58 Olive Branch's Innovative Plan for Growth 38:03 Tips for Senior Living Providers 39:18 Tips for Families Looking for Placement 40:51 Staying Connected with Christina and Olive Branch Senior Living Advisors

Summary In this episode, Lindsi Jennings and Michelle Korb discuss their experiences in the senior living industry and how technology, like AI and live chat, is crucial to modernizing resident engagement. Lindsi shares her transition from professional soccer to the senior living industry and her motivation to join SSC. Michelle talks about her role in SSC and how her personal experience with senior living influenced her perspective. They also discuss the importance of empathy and human-centric communication in senior living. The key features of SSC's services include flexibility, integration with other platforms, live chat, AI, tour booking, and lead nurturing. Senior living providers have the option to customize their dashboards and receive reports instead of logging into multiple platforms. Some communities have designated individuals who manage the dashboard, while others rely on their marketing partners. Feedback on lead stages and conversion rates varies among communities, with some providing access to their CRM data and others facing challenges in extracting data. The COVID-19 pandemic has shifted interactions to more messaging and self-service options, with people preferring quick answers and control over their journey. SSC.AI plans to expand lead nurturing and follow-up features, including text messaging. Overcoming resistance to chat features involves educating communities about the effectiveness of chat and the importance of engaging prospects at the virtual front door. SSC.AI aims to mimic a community's culture and values through their platform. The industry is behind in technology adoption, but humanizing tech and personalizing the customer experience are crucial. SSC.AI is evolving and advancing technologically to meet the changing needs of senior living providers. Learn More: Visit SSC.AI Connect with SSC.AI on LinkedIn Connect with COO - Michelle Korb Connect with Executive Sales Rep - Lindsi Jennings Chapters 00:00 Introducing Lindsey Jennings and Michelle Corb 01:47 Transitioning from Professional Sports to Senior Living Tech 03:36 How Empathy Shaped Michelle's Role in Senior Living 07:38 Balancing AI and the Human Element in Chat Services 10:30 The Influence of Sports Background in Senior Living 13:24 Key Features SSC.AI Offers Senior Living Providers 19:22 How SSC Caters to Different Age Groups 21:28 Encouraging Senior Living Providers to Leverage Data 24:34 Communities Could Provide Better Feedback to Data Specialists 27:31 The shift in interactions during COVID-19 and the preference for messaging and self-service options 30:23 How to Overcome Resistance During the Sales Process 35:20 Expanding lead nurturing and follow-up capabilities 37:14 Considerations for senior living providers when integrating chat features into their websites

Summary Margo Falls, founder and CEO of SeniorPark.io, discusses how the platform is transforming the way senior placement agents and senior living communities communicate. SeniorPark.io helps placement agents find communities with availability or vacancies that are a great fit for their clients. The platform aims to take the guesswork out of the process and allow placement agents to focus on providing the best care for their clients. Margo emphasizes the importance of personalized care and understanding the unique needs of each individual and family. She also highlights the role of technology in senior housing and the need for transparency and accountability in the industry. Important Links: Connect with Margo Falls on LinkedIn Learn more about SeniorPark.io Connect with Margo on IG Takeaways SeniorPark.io is a platform that helps placement agents find communities with availability or vacancies that are a great fit for their clients. The platform aims to take the guesswork out of the process and allow placement agents to focus on providing the best care for their clients. Personalized care is crucial in the senior housing industry, as each individual and family has unique needs and preferences. Technology is transforming senior housing by making the process easier and more efficient, and increasing transparency and accountability in the industry. Chapters 00:00 Welcome Margo Falls to the Podcast 01:07 Overview of SeniorPark.io and its Benefits 03:49 Margo's Journey in the Senior Living Industry 06:32 The Personal Nature of Senior Living and the Importance of Qualifying Leads 11:53 The Need for Awareness and Education in the Senior Living Industry 13:38 How SeniorPark.io Works for Placement Agents and Providers 17:22 Differentiating Senior Park.io from Other Senior Housing Placement Platforms 19:22 Connecting Placement Agents and Assisted Living Facilities 21:54 Transparency and Accountability 25:30 Transformations in Technology for Senior Living 27:24 Technology's Role in Personalized Care for Placement Agents 28:55 Advice to Other Age Tech Companies 31:01 The Human Element in Senior Housing

Summary In this episode, Jerry Vinci interviews David Kolesnikow, the founder and CEO of Boomernology, a tech support service for baby boomers and seniors. They discuss the importance of digital literacy for older adults, strategies for protecting seniors from online scams and cybersecurity threats, and the role of technology in enhancing their quality of life. David shares his background and how he accidentally started Boomernology, and emphasizes the need for personalized tech support and building one-on-one relationships with clients. The top challenges facing older adults in technology are fear of being left behind, lack of digital literacy, and feeling overwhelmed. David also highlights the importance of password management, cybersecurity, and software updates as common tech issues faced by older adults. Boomernology aims to provide personalized tech support to seniors and empower them to navigate the digital world with confidence. They emphasize the importance of software updates and restarting devices to ensure optimal performance. Boomernology also collaborates with organizations to raise awareness about elder fraud and cybersecurity. They believe that AI can be beneficial in senior care facilities, helping to understand residents' preferences and improve services. Boomernology's future plans include building a solid foothold in New York City and expanding across the country. They emphasize the importance of one-on-one relationships and providing empathy in tech support. They also recommend that senior living providers have a dedicated tech support team and create leave-behind materials for residents. Takeaways Digital literacy is crucial for older adults to navigate the increasingly digital society. Personalized tech support and building one-on-one relationships with clients are essential for empowering older adults and making them feel cared for. The top challenges facing older adults in technology are fear of being left behind, lack of digital literacy, and feeling overwhelmed. Common tech issues faced by older adults include password management, cybersecurity threats like phishing and malware, and software updates. Software updates and restarting devices are crucial for optimal device performance. Collaboration with organizations is important to raise awareness about elder fraud and cybersecurity. AI can be beneficial in senior care facilities to understand residents' preferences and improve services. Building one-on-one relationships and providing empathy in tech support is essential. Senior living providers should have a dedicated tech support team and create leave-behind materials for residents. Chapters 00:00 Introduction and Background 02:13 Founding Boomeranology: Bridging the Digital Divide 06:09 The Role of Boomeranology: Personalized Tech Support 12:59 Challenges Facing Older Adults: Digital Literacy and Cybersecurity 15:22 The Impact of Technology on Quality of Life for Seniors 19:39 Bridging the Digital Divide 22:29 Personalized Support for Baby Boomers 24:38 Top Tech Issues for Older Adults: Password Management, Cybersecurity, and Software Updates 29:08 Boomernology's Client Profile & Educating the Public 38:55 Exploring the Potential of AI 43:55 Future Plans for Boomernology 45:36 Advice to Senior Living Providers Looking to Enhance Tech Infrastructure

Summary In this episode, Jerry Vinci discusses ageism in America and its impact on the senior living industry. He highlights the recent presidential debate as an example of ageism in politics and explores how modern medicine and lifestyle changes are allowing people to live longer, healthier lives. Vinci emphasizes the need to shift the narrative from focusing on age to focusing on the stage of life someone is in. He also suggests ways for senior living communities to cater to the needs of active older adults, such as promoting active lifestyles, offering professional development opportunities, and highlighting outside community engagement. Takeaways Ageism is a form of discrimination based on someone's age, and it is prevalent in various aspects of society, including politics and the senior living industry. Modern medicine and lifestyle changes have allowed people to live longer, healthier lives, challenging traditional views on aging and retirement. Senior living communities should shift their focus from age to the stage of life someone is in and cater to the needs of active older adults. Promoting active lifestyles, offering professional development opportunities, and highlighting community engagement are effective strategies for attracting and supporting active older adults. Senior living communities can combat ageism by celebrating the achievements and contributions of their residents and advocating for age-friendly policies. Chapters 00:00 Ageism in America and the Presidential Debate 07:11 Redefining Aging: Focusing on Stage of Life 13:06 Modern Medical Advancements and Life Expectancy 14:55 Catering to Active and Engaged Older Adults in Senior Living Communities 18:41 Challenging the Traditional View of Retirement 19:51 How Active Senior Living Residents Contribute to Your Community Culture 22:55 The Evolving Perspective of Retirement 23:48 Strategies for Senior Living Providers to Appeal to a Broader Audience 27:52 The Changing View of Aging in America

Summary In this conversation, Jerry Vinci interviews Steven VanderVelde, the Director of Senior Living Partnerships at ProviNET Solutions. They discuss the latest trends in senior living technology, the importance of strategic IT planning, and the potential of emerging technologies like AI and robotic process automation. They also highlight the challenges facing the senior living industry, such as technical debt and disparate tech investments. Steven emphasizes the need for communities to embrace technology and keep up with the evolving landscape to meet the expectations of future seniors. Senior living providers can enhance their IT infrastructure by investing in disaster recovery plans, staying updated with technology trends, and prioritizing cybersecurity. Collaboration with other providers and networking at industry conferences is crucial for sharing best practices and learning from each other's successes and failures. It is important to make strategic investments in technology that align with the overall business goals and resident needs. ProviNET offers expertise and support in IT infrastructure, disaster recovery, and cybersecurity. Important Links: Connect with Steven VanderVelde Learn more about ProviNET Solutions Takeaways The senior living industry needs to embrace technology and keep up with the evolving landscape to meet the expectations of future seniors. Challenges in the industry include technical debt, where some communities have not kept up with technology, and disparate tech investments that may not align with the overall strategy. The future of senior living tech will see a widening gap between providers who have embraced technology and those who haven't. Artificial intelligence and robotic process automation are emerging technologies that can improve efficiency and enhance the resident experience. Data-driven decision-making is crucial for senior living communities to optimize operations and provide better services. IT strategic planning and EHR consulting help communities define their technology goals and create a roadmap to achieve them. Invest in disaster recovery plans and ensure they are in place and regularly tested. Stay updated with technology trends and collaborate with other providers to learn from their experiences. Prioritize cybersecurity and consider engaging with experts to identify vulnerabilities and strengthen security measures. Make strategic investments in technology that align with the overall business goals and resident needs. Chapters 00:00 Introduction & Background on Steven VanderVelde 01:27 Exploring the Latest Trends in Senior Living Tech 04:32 Steven's Role as Director of Senior Living Partnerships 07:54 Senior Living's Challenge of Technical Debt 11:36 COVID's Influence on Tech Integration 13:05 Future of Tech & IT in Senior Living 16:23 The Role of Artificial Intelligence and Robotic Process Automation 19:53 A Human-Centered Approach to Technology in Senior Living 21:23 ProviNET's EHR & IT Planning 29:19 The Value of Data in Marketing 32:23 Modern Day Technology Failures 36:16 Investing in Infrastructure, Disaster Recovery, and Cybersecurity 43:33 Staying Updated with Technology Trends 43:33 The Importance of Trust and Verification in AI 47:49 How Providers Can Enhance Their Technology Infrastructure 52:05 Make the Right Investments in Technology 54:10 The Value of Networking at Industry Conferences 57:33 Wrap Up

Summary In this episode, Caleb Richardson, CEO of Senior Care Academy and Helperly, discusses his innovative approach to senior care and the impact of technology on the industry. He shares strategies for marketing, retention, and scalability, as well as the importance of addressing senior loneliness. The conversation also touches on the challenges facing the senior living industry, including the high attrition rate and the need for rebranding and education. Caleb predicts that the industry will evolve towards more options for housing and a shift in mindset towards downsizing. In this conversation, Caleb Richardson, the CEO of Senior Care Academy and Helperly, discusses the importance of combating loneliness and enhancing the quality of life for seniors in senior living communities. He emphasizes the need for personalized care and meaningful connections, and shares how his platforms provide activities, classes, and companionship to seniors. Caleb also highlights the role of technology in home care and senior living, including the use of AI for predictive analytics and improving operations. He offers advice for senior living providers on marketing, technology infrastructure, and enhancing services for residents. Important Links: Learn more about Senior Care Academy Learn more about Helperly Connect with Caleb Richardson on LinkedIn Takeaways Technology and personalized services can help senior living communities increase resident referrals and fill their buildings. The attrition rate or churn of clients is a major challenge in the senior living industry. Rebranding and education are needed to change the negative connotations associated with nursing homes and retirement communities. The industry needs to address the housing crisis and provide more options for senior living. A shift in mindset towards downsizing is expected as the older generation with a hoarding mentality is replaced by younger, more open-minded seniors. Combatting loneliness and enhancing the quality of life for seniors is crucial in senior living communities. Personalized care and meaningful connections are essential for seniors' well-being. Activities, classes, and companionship can help seniors stay engaged and connected. Technology, such as AI and predictive analytics, can improve home care and senior living operations. Senior living providers should focus on top-of-funnel marketing and collecting contact information to attract more residents. When implementing technology, consider the cost savings and efficiency it can provide. Stay informed about industry trends and innovate to meet the changing needs of seniors. Chapters 00:00 Introduction and Background 08:13 Challenges in the Senior Living Industry 15:12 The Future of Senior Living 24:11 Generating Resident Referrals and Community Engagement 28:00 The Role of Technology in Home Care and Senior Living 30:51 Combatting Loneliness and Enhancing Quality of Life 37:30 Effective Marketing Strategies for Senior Living Providers 41:21 Staying Ahead of Trends and Innovating in Senior Living 46:09 Staying Connected with Senior Care Academy and Helperly

Summary In this episode, Jerry Vinci interviews Tess Quinn, a registered nurse and senior living advocate, about the importance of empathy, active listening, and thoroughness in providing transparent and unbiased advocacy services for families navigating senior living transitions. Tess shares her personal and professional experiences in the healthcare industry and how they have shaped her approach to finding the right community for older adults. She emphasizes the significance of education, transparency, and addressing the concerns and preferences of families during the decision-making process. Tess also discusses the challenges families face and the importance of having conversations about senior living options sooner rather than later. Tess Quinn, from Senior Living Specialists Chicago, discusses her approach to helping families find the right senior living community. She emphasizes the importance of working as a team with the family and utilizing their knowledge and preferences. She also highlights the need for education and information gathering, as families often struggle to navigate the numerous options available. Quinn provides personalized and detailed support, offering recommendations based on the family's needs and preferences. She also emphasizes the importance of building relationships with both families and communities. Quinn believes that the industry can better support older adults and their families by focusing on staff training and recognition, as well as providing resources and support for families during the transition process. Takeaways Empathy, active listening, and thoroughness are essential in providing transparent and unbiased advocacy services for families navigating senior living transitions. Education is empowering and helps individuals make educated decisions about senior living options. Transparency and addressing concerns and preferences are crucial in helping families understand the potential risks and benefits of senior living transitions. Having conversations about senior living options sooner rather than later can help families make informed decisions and avoid crisis situations. Working as a team with families and utilizing their knowledge and preferences is crucial in finding the right senior living community. Education and information gathering are essential, as families often struggle to navigate the numerous options available. Providing personalized and detailed support, including recommendations based on the family's needs and preferences, is key to streamlining the community search process. Building relationships with both families and communities is important for effective advocacy and support. The industry can better support older adults and their families by focusing on staff training and recognition, as well as providing resources and support during the transition process. Chapters 00:00 Introduction and Overview 03:18 Becoming a Senior Living Advocate 04:49 Navigating Resistance and Guilt in Senior Living Transitions 07:51 The Consequences of Waiting Too Long to Make a Move 09:36 The Role of Empathy, Active Listening, and Compassion 14:24 The Value of Clinical Experience in Senior Living Advocacy 16:57 Working with Families and Common Challenges 18:33 The Importance of Early Conversations and Planning 20:52 Transitioning to Senior Living: Streamlining the Process 22:22 Introduction: Helping Families Find the Right Senior Living Community 24:37 Providing Personalized Support and Guidance 26:36 How Tess Helps Families Choose the RIght Community 30:29 Collaboration and Flexibility in Community Recommendations 32:56 Determining Factors For Recommending One Community Over Another 36:07 Balancing Information Gathering and Overwhelming Families 38:12 Supporting Families Not Ready for a Transition 39:53 Advice to Families: Early Conversations and Available Resources 42:11 Advice to the Industry: Staff Training and Creating a Positive Culture

Summary In this conversation, Jerry Vinci interviews Jeremy Clerc, CEO of Assisted, about the positive transformation that innovative referral agencies can bring to the senior living industry. They discuss the challenges faced by both communities and prospective residents, such as the broken traditional referral systems and the gap in occupancy. Jeremy explains how Assisted addresses these pain points by ensuring communities control their own narrative, providing tour-ready leads, and offering a source of truth for senior living. They also highlight the importance of data, transparency, and the human touch in senior living referrals. In this conversation, Jeremy discusses the challenges and opportunities in the senior living referral process. He highlights the two main narratives in the industry: the sales director's perspective of wanting qualified leads and the desire to control the narrative. Assisted utilizes data to enhance decision-making for both communities and families, focusing on key variables such as cost, location, and pet policies. They also prioritize personalized touch and compassionate service, balancing technology with human interaction. Assisted limits the number of communities they recommend to ensure quality and reduce overwhelm for families. They collect reviews internally to gauge community performance and maintain transparency. In the future, Assisted aims to acquire more customers, improve efficiency in matching individuals with suitable options, and shift the incentives in the industry. Episode Links: Assisted's Website Jeremy Clerc's LinkedIn Assisted on LinkedIn Assisted on Facebook Assisted on Instagram Assisted on TikTok Takeaways Innovative referral agencies can positively transform the senior living industry. Traditional referral systems are broken and can lead to negative outcomes for both communities and prospective residents. There is a gap in occupancy in senior living communities, which can be attributed to various factors such as lack of awareness, financial issues, and complex paperwork. Assisted addresses these challenges by allowing communities to control their own narrative, providing tour-ready leads, and offering a source of truth for senior living. Data, transparency, and the human touch are crucial in senior living referrals. The senior living referral process faces challenges such as the need for qualified leads and the desire to control the narrative. Data is utilized to enhance decision-making, focusing on key variables like cost, location, and pet policies. Assisted balances technology with personalized touch to provide compassionate and effective placement processes. They limit the number of communities recommended to ensure quality and reduce overwhelm for families. Reviews are collected internally to gauge community performance and maintain transparency. In the future, Assisted aims to acquire more customers, improve efficiency in matching individuals with suitable options, and shift incentives in the industry. Chapters 00:00 Introduction and Overview 01:15 Jeremy Clerc's Background and Assisted's Approach 03:38 How Assisted Was Created 07:34 Addressing the Pain Points of Traditional Referral Systems 13:58 The Gap in Occupancy in Senior Living Communities 16:22 Why Senior Living Communities Have Occupancy Gaps 22:10 How Assisted Generates More Tour Ready Leads 24:38 Building Personalized Relationships with Communities 26:10 How Assisted Helps Shorten the Sales Cycle 28:30 Utilizing Data for Informed Decision-Making 29:34 Managing Community Profiles for Accuracy 32:37 Collecting Feedback to Improve Services 33:29 How Assisted Handles Reputation Management 36:14 How Assisted Utilizes a Personalized Touch to Relationships 38:46 Limiting Recommendations for Quality and Clarity 44:36 Future Developments: Rapid Customer Acquisition and Improved Matching

Summary In this episode, Jerry Vinci discusses the pitfalls of relying on referral agencies like A Place for Mom and Caring.com in the senior living industry. He sheds light on the unsettling truths and lack of trustworthiness of these services. Vinci emphasizes the importance of developing internal systems for lead generation and growth, rather than relying solely on referrals. He highlights the negative impact of referrals on marketing assets, reputation management, and cost of acquiring new prospects. Vinci also discusses the lack of transparency, accountability, and ethical practices of these referral agencies. Takeaways Relying on referral agencies like A Place for Mom and Caring.com can damage a community or brand's reputation and lead to losing control over marketing assets. Developing internal systems for lead generation and growth should be a priority, with referrals complementing the strategy rather than replacing it. Relying on referrals significantly impacts the cost of acquiring new prospects and moving them through the sales pipeline. Referral agencies lack transparency, accountability, and ethical practices, which can put vulnerable older adults at risk. Senior living providers should prioritize transparency, expand facility networks, implement regular audits, provide consumer education, and adopt ethical business practices. Chapters 00:00 Introduction and Overview 00:55 The Untrustworthiness of Referral Agencies 07:53 The Dominance of A Place for Mom and Caring.com 11:57 The Lack of Transparency and Manipulated Reviews 13:21 Referral Agencies Impact on Senior Housing Affordability 15:35 Referral Agencies & Manipulated Reviews 16:30 Pitfalls of Allowing Referral Agencies to Manage Your Community's Reputation 18:33 The Importance of Accountability and Consumer Education 21:23 Key Points about Caring.com 25:12 Why Top Referral Agency Influence Matters 26:01 Improving Referral Agencies: Transparency, Expansion, Audits, Education, and Ethics 31:37 Alternative Referral Partners and Direct Marketing Strategies 32:42 Wrap Up & Summary 33:35 Conclusion and Call for Action 34:19 CCRG-Podcast-VIDEO-OUTRO.mp4

Summary In this episode, Jerry Vinci and Jen Davis discuss understanding search intent and how it is crucial for senior living providers to tailor their advertising campaigns. They highlight the importance of using keywords that indicate a strong intent to find a senior living community, such as 'find senior living near me' or 'move-in special'. They also explore how family dynamics influence the search and decision-making process, as adult children may search differently from seniors and have different preferences. They emphasize the need for aligning ad messaging with website content to create a seamless user experience. Additionally, they discuss effective content strategies for different types of search intent, such as using a cost calculator for cost-based searches and targeting long-tail keywords for more specific and higher quality leads. The principal themes of the conversation are: 1) Using long-tail keywords in paid search for senior living communities, 2) The importance of local targeting in paid search, 3) Optimizing landing pages for long-tail keywords, 4) The impact of mobile search on senior living options, and 5) Creating compelling local ad copy. Takeaways Understanding search intent is crucial for senior living providers to tailor their advertising campaigns effectively. Keywords that indicate a strong intent to find a senior living community, such as 'find senior living near me' or 'move-in special', are important to target. Family dynamics play a role in the search and decision-making process, as adult children may have different preferences and search behavior compared to seniors. Aligning ad messaging with website content is essential to create a seamless user experience and avoid disconnects. Effective content strategies include using a cost calculator for cost-based searches and targeting long-tail keywords for more specific and higher quality leads. Long-tail keywords are important in paid search for senior living communities, including cost-based, amenity-related, and condition-based keywords. Optimizing landing pages for long-tail keywords can be done through bulleted lists, using synonyms, and including the major city or suburb in the content. Local targeting is critical in paid search for senior living communities, with a focus on 'in my area' or 'near me' searches, as well as specific city or neighborhood searches. Mobile search behavior has shifted, and it's important to ensure visibility on mobile devices by using mobile device bidding and optimizing ad copy for mobile. Creating compelling local ad copy involves including the city or major city in the ad, emphasizing location in the landing page, and using relevant images. Chapters 00:00 Understanding Search Intent and Tailoring Advertising Campaigns 06:39 The Impact of Family Dynamics on Search and Decision-Making 10:14 Addressing the Needs of Older Adults and Their Families with Paid Search 13:35 Alignment of Website Content with Ad Messaging 15:57 Effective Content Strategies that Align with Search Intent 18:20 The Efficacy of Long-Tail Keywords in Search Marketing 24:34 Local Targeting and Visibility for Senior Living Communities 28:24 Optimizing and Reaping the Benefits of Ad Extensions 33:04 The Rise of Mobile Search and User Behavior 38:28 Jen's Best Advice For Creating Local Ad Copy

Summary In this conversation, Jerry Vinci and Jen Davis discuss the technical aspects of paid search campaigns in the senior living industry. They cover topics such as budget allocation, targeting, lead quality, and measuring ROI. They emphasize the importance of understanding the unique needs and preferences of the senior living audience and tailoring advertising campaigns accordingly. They also highlight the shift in the industry from a health-centric focus to a lifestyle-centric focus, and the need to reposition senior living communities as vibrant and engaging places to live. Overall, the conversation provides valuable insights for senior living marketing and sales professionals. They also cover topics such as analyzing year-over-year data, budget pacing, the importance of lead quality, and the use of responsive ads. They compare the advantages of using Google and Bing for advertising and highlight the benefits of testing new strategies. The conversation concludes with a reminder that successful lead generation requires a combination of effective advertising and a strong community and sales team. Takeaways Understanding the technical aspects of managing a paid search campaign is crucial for success in the senior living industry. Budget allocation should consider the location of the facility, targeting preferences, and the target audience. Lead quality and conversion rates are important metrics to track and measure the success of paid search campaigns. The shift in the senior living industry from a health-centric focus to a lifestyle-centric focus requires repositioning and tailored advertising strategies. Paid search campaigns can provide quick wins and fill the lead pipeline while SEO efforts catch up. Monitoring click-through rates, impressions, clicks, and leads on a regular basis helps optimize ad spend and campaign performance. Analyzing year-over-year data can provide valuable insights for budget pacing and identifying trends in lead generation. Lead quality is crucial in paid search campaigns, and it's important to understand where leads are coming from and adjust strategies accordingly. Responsive ads allow for more flexibility and customization in ad copy, helping to resonate with both older adults and their families. Both Google and Bing have their advantages, and it's worth testing campaigns on both platforms to maximize reach and results. Testing new strategies and analyzing results is key to optimizing paid search campaigns and identifying what works best for each community. Successful lead generation requires a combination of effective advertising and a strong community and sales team. Chapters 00:00 Introduction and Overview 02:40 How Jen Got Started in Paid Search Marketing 07:07 The Shift to Lifestyle-Centric Marketing 08:29 Budget Allocation and Targeting 15:38 Understanding Search Intent and Location 19:17 Tracking ROI of Paid Search Marketing 25:20 Monitoring Metrics for Campaign Effectiveness 31:43 Optimizing Budget and Automation Tools for Paid Search 35:28 Creating Effective Responsive Ads for Senior Living 43:37 The Differences Between Google and Bing for Senior Living Campaigns 49:34 Additional Features and Functionalities to Consider in Google and Bing 51:36 Testing Strategies and Analyzing Lead Quality and Conversion Rates 53:32 Understanding How People Search and Adjusting Ad Copy

Summary In this episode, Jerry Vinci interviews Larry Mikell, the Deputy Executive Director of America's Senior Living, about the intricacies of acquiring senior living communities. Larry shares his personal connection to the industry and how he was drawn to the opportunity to provide better care for older adults. They discuss the fragmented nature of the senior living industry and the challenges and opportunities it presents for acquisitions. Larry explains the typical process for acquiring a senior living community, including evaluating the seller's psychology, conducting property inspections, and assessing the value of digital assets. They also explore the challenges of meeting the housing needs of the growing senior population and the importance of providing quality care and amenities. Finally, they touch on the issue of aging inventory and the need to ensure that newly acquired properties meet modern standards. America Senior Living focuses on acquiring and revitalizing existing senior living communities, with a focus on the lower and middle market. They repurpose and renovate older buildings to create senior safe properties, and also convert hotels into senior living communities. They conduct market analysis to ensure their communities remain competitive and affordable for residents. Their future goals include adding 1,000+ beds to their portfolio and creating a product that meets the needs of the middle market. They emphasize the importance of having a passion for the senior living space and adding value to the community. Takeaways Acquiring senior living communities involves evaluating the seller's psychology, conducting property inspections, and assessing the value of digital assets. The senior living industry is highly fragmented, with various types of communities and facilities catering to different needs. Meeting the housing needs of the growing senior population requires providing safe communities, quality care, good food, and a range of amenities. The challenge of aging inventory in senior living communities necessitates ensuring that newly acquired properties meet modern standards. The senior living industry needs to adapt to the increasing life expectancy and changing retirement age of older adults. America Senior Living focuses on acquiring and revitalizing existing senior living communities in the lower and middle market. They repurpose and renovate older buildings to create senior safe properties, and also convert hotels into senior living communities. Market analysis is conducted to ensure their communities remain competitive and affordable for residents. Their future goals include adding 1,000+ beds to their portfolio and creating a product that meets the needs of the middle market. Having a passion for the senior living space and adding value to the community are key factors for success. Chapters 00:00 Introduction 01:59 What Brought Larry to the Senior Living Industry 05:34 Fragmentation of the Senior Living Market 07:09 The Acquisition Process for a Senior Living Community? 09:30 Including Digital Assets in an Acquisition Deal 13:26 Factors to Consider When Evaluating an Acquisition 14:22 Senior Housing Demand's Impact on Acquisitions 18:21 Life Expectancy's Impact on Affordable Housing 20:45 How Aging Inventory is Addressed Through Acquisitions 28:13 Operating Standards During Acquisitions 30:15 Staying Competitive and Affordable for New Residents 32:03 Competition in the Lower Middle Market 36:00 Branding and Re-Branding During Acquisitions 37:48 Future Outlook for America Senior Living 39:23 Advice to Others Looking to Make an Impact in Senior Living