Summary

In this episode of 'From Leads to Leases', host Jerry Vinci engages with senior living strategist Lola Rain to explore the intricacies of marketing within the senior living industry. They discuss the importance of intentional strategy, the impact of branding, the role of events in community engagement, and the challenges of career advancement in the sector. Lola emphasizes the need for effective follow-up strategies post-events, the significance of language in care, and the evolving role of AI in marketing. The conversation highlights the necessity of understanding acquisition costs and the importance of a cohesive marketing approach that resonates with the target audience.

Learn More:

• Connect with Lola Rain on LinkedIn

Takeaways

• The key to better move-ins is understanding the 'why' behind actions.
• Strategy in senior living goes beyond marketing and sales.
• Branding should reflect the true essence of the community.
• Life enrichment is central to community identity and marketing.
• Effective event marketing requires early planning and multi-channel promotion.
• Follow-up strategies are crucial for converting leads post-event.
• Recognition in the industry can significantly impact personal growth.
• Career advancement often requires navigating organizational barriers.
• Understanding acquisition costs is essential for financial planning.
• Language used in marketing can shape perceptions of care facilities.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast

02:06 The Importance of Strategy in Senior Living

05:04 Building a Brand that Resonates

06:50 Using Resident Testimonials in Brand Building

08:16 Measuring ROI from Brand Development

12:13 Event Marketing: Driving Census through Engagement

19:40 The Power of Recognition in Senior Living

21:09 Navigating Career Growth and Barriers

25:24 Marketing ROI: Understanding Acquisition Costs

28:19 Budgeting and Working Better with Marketing & Sales

33:47 The Impact of Language in Senior Living

38:23 AI's Role in Transforming Marketing Strategies

Keywords

senior living, marketing strategy, branding, community engagement, event marketing, career advancement, acquisition costs, language in care, AI in marketing

Summary

In this episode, Jerry Vinci speaks with Mark Maimon, Senior Vice President at Luminate Bank, about innovative lending tools designed to help families navigate the complexities of financing senior care. They discuss the importance of proper financial advice, the risks associated with selling a home, and alternative financing solutions that can alleviate the financial burden on seniors. Mark emphasizes the need for collaboration with senior living providers and the significance of understanding family dynamics in the financing process. The conversation highlights real-life success stories and the future of financing options for the aging population.

Learn More

• Learn more about Luminate Bank and Mark
• Connect with Mark Maimon on LinkedIn
• Subscribe to "On the Mark" (Mark's Awesome Podcast!) - where he helps Seniors navigate financial planning and lending options

Takeaways

• Proper financial advice is crucial for families navigating senior care.
• Selling a home can lead to significant financial losses.
• Alternative financing options can help seniors maintain their homes.
• Understanding underwriting for seniors is essential for approval.
• Collaboration with senior living providers can ease the transition for families.
• The aging population has unprecedented equity in their homes.
• Changing the narrative around home equity is vital for families.
• Trust is a key factor in lending, especially for seniors.
• Legacy planning is important for families when considering financing options.
• Innovative lending tools can create win-win situations for seniors and communities.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast

01:36 Mark Maimon - Senior Living Financial & Lending Expert

04:33 Dangers of Selling Assets without Financial Guidance

06:42 Financial Products & Solutions for Seniors

11:28 Senior Living Providers Should Work with Finance Teams

13:15 Offering Financing Could be a Key Differentiator for Operators

15:28 Affording Senior Care Options

18:48 How Sales Teams can Leverage Financial Products

25:33 Why Families Wait to Consider Financing

32:10 Future Trends in Financing Senior Living

34:37 How Financing Helps Senior Living Outcomes

39:17 How Mark's Podcast is Helping to Further His Mission

41:29 What Financial Planning Has Taught Mark

Keywords

senior care, innovative lending, financial advice, home equity, reverse mortgage, senior living, family dynamics, financing solutions, capital gains tax, aging population

Summary

In this conversation, Lisa Santiago, a home care consultant with extensive experience in senior care, shares her personal journey and insights into the complexities of caregiving. She discusses the emotional and practical challenges families face when navigating care decisions, the importance of early planning, and the misconceptions surrounding aging in place. Lisa emphasizes the need for proactive steps to ensure safety and independence, while also addressing financial considerations and the risks of elder financial abuse. The discussion highlights the systemic challenges in the senior care industry and the importance of building strong relationships with families to support them through difficult transitions.

Learn More

• Connect with Lisa Santiago on LinkedIn
• Learn more about Caring People

Takeaways

• Personal experience shapes caregiving approaches.
• Families often wait too long to seek help.
• Planning for care should start early.
• Aging in place has financial and physical limitations.
• Medicare does not cover long-term care needs.
• Elder financial abuse is a significant concern.
• Community living offers social benefits.
• Financial planning is crucial for care decisions.
• Education on care options is lacking.
• Building relationships with families is essential.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast

00:52 Meet Lisa Santiago - Home Care Consultant

03:33 Navigating Care: The Importance of Planning Ahead

05:06 Understanding the Emotional and Practical Aspects of Caregiving

06:33 The Challenges of Aging: Conversations Families Avoid

11:03 The Consequences of Waiting Too Long for Care

13:38 Aging in Place: Misconceptions and Realities

18:25 Balancing Independence and Safety in Care

20:04 The Role of Financial Conversations in Care Planning

23:15 Resources and Strategies for Budget-Constrained Families

29:35 Recognizing Elder Financial Abuse

32:28 When Home Care is No Longer an Option

34:11 Navigating Care Options for Seniors

36:38 Addressing Gaps in Senior Care

39:54 Senior Living Could Help Families Make Decisions Sooner

43:52 Personal Growth Through Caregiving Conversations

Keywords

senior care, caregiving, home care, aging, financial planning, elder abuse, memory care, family dynamics, health risks, proactive planning

Summary

In this episode, Jerry Vinci and Ira Kerns discuss the evolving landscape of recruiting in the senior living industry. They explore the challenges posed by outdated practices, the impact of COVID-19 on staffing, and the changing expectations of the workforce. Kerns emphasizes the importance of listening to top performers, the potential pitfalls of sign-on bonuses, and the need for a strong recruiting brand. They also delve into strategies for retaining staff and the role of AI in enhancing the recruiting process.

Learn More

• Connect with Ira Kerns on LinkedIn
• Learn more about J Ross LA Recruiting

Takeaways

• The biggest recruiting problem is outdated thinking.
• Staffing crisis in senior living is a pressing issue.
• Leadership roles are equally affected by staffing challenges.
• COVID-19 has exacerbated staffing issues in the industry.
• Attracting mission-driven talent is crucial for success.
• Recruiting efforts must be hyper-local to be effective.
• A strong brand can attract quality candidates.
• Sign-on bonuses may create resentment among existing staff.
• Creating a positive work environment is essential for retention.
• AI can streamline recruiting but should not replace human interaction.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast

02:21 The Evolution of Recruiting in Senior Living

10:44 Changing Workforce Expectations and Challenges

15:13 What Top Performers can Teach Operators about Recruiting

17:22 Are Sign-On Bonuses Helpful or Hurtful?

22:19 Can Bigger Culture Outweigh a Bigger Salary?

25:39 How to Start Building a Strong Recruitment System

31:54 Retention Strategies for a Stable Workforce

39:05 The Role of AI in Recruitment

44:35 How AI Can Benefit Recruiting and Identifying Top Performers

46:14 Do Operators Know What Inspires Staff to Stay?

Keywords

senior living, recruiting, staffing crisis, COVID-19, workforce expectations, employee retention, sign-on bonuses, recruiting brand, work environment, AI in recruiting

Summary

In this episode, Jerry Vinci speaks with Marcy Sagel, founder of MSA Interiors, about the transformative power of thoughtful design in senior living. They discuss how design can enhance tenant satisfaction, support aging in place, and drive business results. Marcy shares her journey in interior design, the launch of her new venture Designer Bank aimed at bridging knowledge gaps in the industry, and the importance of creating spaces that feel like home for older adults. The conversation also touches on the evolution of senior living design, common missteps in development, and the significance of measuring design impact on occupancy and retention rates. Marcy emphasizes the need for innovative design solutions that prioritize dignity, functionality, and connection for seniors.

Learn More:

• Connect with Marcy Sagel
• Learn more about MSA Interiors

Takeaways

• Thoughtful design can significantly enhance tenant satisfaction.
• The launch of Designer Bank aims to fill knowledge gaps in design education.
• Senior living design should feel residential, not institutional.
• Lighting is crucial for senior living spaces to enhance functionality.
• Design must consider the unique needs of seniors, especially in memory care.
• Common missteps in senior living development include inefficient layouts.
• Designing for dignity is essential in creating senior living environments.
• Innovative technology can improve connectivity for seniors.
• Understanding the end-of-life care needs is vital in senior living design.
• The future of senior living will focus on integrating technology and thoughtful design.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast

01:37 Marcy Sagel's Interior Design Journey and Vision

03:33 What is Designer Bank?

06:31 Bridging the Knowledge Gap in Design Education

09:33 Transitioning from Residential to Commercial Design

10:46 How Redlining Cabinets Changed the Course of Marcy's Career

13:13 Evolving Senior Living Design

16:24 Enhancing Senior Living Units for Comfort

18:06 Measuring Design Impact on ROI

21:05 Research and Community Input when Planning Interior Design

24:22 Common Missteps in Senior Living Development

25:55 Designing for the End Game

29:53 Understanding Long-Term Care Needs

33:25 Design Elements for Dignity and Safety

35:51 Innovations in Senior Living Interiors

Keywords

senior living, interior design, community design, aging in place, thoughtful design, commercial design, senior care, design impact, memory care, design innovations

Summary

In this episode of 'From Leads to Leases', host Jerry Vinci speaks with Petra Marquart, an expert in customer service training for the long-term care industry. They discuss Petra's journey from performing on stage to advocating for compassionate service in senior care. The conversation delves into the philosophy behind the See Me Training program, which emphasizes the importance of seeing and respecting residents as individuals. Petra shares insights on leadership, culture, and the critical role of self-esteem in caregiving. The episode concludes with practical advice for leaders looking to transform their communities and foster a culture of care.

Learn More

• Connect with Petra Marquart on LinkedIn
• Hire Petra for a Keynote Appearance
• Learn more about See Me Training

Takeaways

• Customer service should be a philosophy, not a checklist.
• The See Me Training focuses on seeing and respecting individuals.
• Leadership directly influences the culture of care.
• Self-esteem in caregivers affects the quality of service.
• Training must be ongoing and integrated into the culture.
• Great service is about how residents feel about themselves.
• Leaders should model the behaviors they want to see.
• Empowerment and dignity are crucial for residents and staff.
• Hiring the right people is essential for maintaining culture.
• Transforming culture requires patience, investment, and commitment.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast

01:46 Petra Marquart - Keynote Speaker, Author, and Trainer

02:31 How Petra Found Herself in Senior Living Customer Service Training

05:35 How a Crisis Helped Shape Petra's Customer Service Program

12:30 See Me Training's Core Philosophy

14:25 What Senior Living Customer Service is Really All About

19:57 The Correlation Between Staffing Shortages and Subpar Service

29:28 Great Customer Service Starts with Great Culture

36:57 Are They Residents or Are They Customers?

40:01 Residents Hold a Silent Fear of Retaliation

47:03 The Disconnect Between What Leaders Say and Actually Do

53:20 Service Leadership in Practice

57:19 How Leaders Can Identify Low Self-Esteem in Caregivers

01:02:27 First Steps to Transforming Culture in Your Community

Keywords

senior living, customer service, long-term care, leadership, empowerment, training, culture, See Me Training, Petra Marquart, caregiving

Summary

In this episode of From Leads to Leases, host Jerry Vinci speaks with Benjamin Ekstrom, Senior Vice President of IT at Sincere Senior Living, about the critical role of AI governance in the senior living industry. They discuss the importance of understanding the difference between automation and AI, the challenges of balancing innovation with compliance, and the need to modernize outdated technology infrastructure. Benjamin shares insights on managing IT support across generations, the role of robotics, and the impact of quantum computing on cybersecurity. The conversation emphasizes a people-first approach to technology and the potential for innovation to enhance employee retention in the healthcare space.

Learn More

• Connect with Benjamin Exstrom on LinkedIn
• Learn more about Sinceri Senior Living

Takeaways

• AI governance is more important than AI capability.
• Automation is a subset of AI, not the same.
• Balancing innovation with compliance is a major challenge.
• Tech is now a necessary capital investment.
• Managing IT support is often invisible labor.
• Robots can help fill workforce gaps but require oversight.
• There's a significant gap in mid-level IT talent.
• Quantum computing will revolutionize encryption methods.
• A people-first approach to tech is essential.
• Innovation can lead to improved employee retention.

Chapters

00:00 Welcome to CCR Growth's - Senior LIving Business Podcast

01:38 Benjamin Ekstrom - Senior Living IT Expert

02:29 AI Governance: The New Frontier

03:58 Misconceptions Between Automation and AI

05:33 Dangers of Generative AI Tools in Senior Living

07:33 Managing IT Support in Senior Living

09:40 Integrating Tech for Staff and Residents

10:40 The Role of Robots in Modern Workplaces

12:01 Bridging the Generational Talent Gap

15:31 The Demand for IT Talent

18:38 Quantum Computing and Cybersecurity

20:35 The Value of Analog in a Digital World

22:08 Tech Adoption: Early vs. Late

22:33 Human-Centric Technology Design

24:09 Proactive Planning for Future Tech

26:43 Innovation and Job Security

Keywords

AI governance, automation, senior living, technology infrastructure, cybersecurity, generational talent gap, smart technology, employee retention, digital transformation, healthcare compliance

Summary

In this episode, Jerry Vinci speaks with Kent Lewis about the evolution of digital marketing, the impact of AI, and the future of SEO and paid media. They discuss the importance of lean marketing teams, user-centered design, and conversion rate optimization in the senior living industry. Kent shares insights on how AI serves as a force multiplier for businesses and emphasizes the need for marketers to adapt to the rapidly changing landscape.

Learn More

• Check out NextNW - a new era of Northwest marketing
• Read Kent's thought leader content or book him for a speaking engagement on his website
• Connect with Kent J. Lewis on LinkedIn

Takeaways

• AI is transforming the marketing landscape, making processes more efficient.
• Digital marketing evolves rapidly due to the experimental nature of marketers.
• AI acts as a force multiplier, enhancing productivity and output.
• Conversion rate optimization can significantly impact revenue.
• Lean marketing teams are more agile and effective in today's environment.
• User-centered design is essential for effective marketing strategies.
• Data-driven decision making is crucial for success in marketing.
• SEO is not dead; it is evolving with AI integration.
• Paid media will increasingly rely on automation and AI.
• Versatile skill sets are becoming more valuable in marketing teams.

Chapters

00:00 Welcome to From Leads to Leases - a Senior Living Marketing Podcast

02:26 The Evolution of Digital Marketing

06:46 AI as a Game Changer in Marketing

11:57 Is AI the Silver Bullet for Marketers

15:11 The Future of SEO and AI

19:15 Will Paid Media Be Automated?

22:55 Downsizing the Agency Footprint

35:05 Doubling Conversions

37:12 Why Senior Living Websites Leak Leads

39:21 What is Senior Living is Missing?

41:31 How Senior Living Can Leverage Data

Summary

In this episode, Jerry Vinci speaks with Andrea Donovan, founder of Chicago Senior Living Advisors, about the importance of advocating for families in the senior living industry. Andrea shares her unique approach to helping families navigate placement decisions, emphasizing the need for personalized guidance over commission-based services. The conversation explores the challenges families face when choosing senior living options, the emotional stakes involved, and the shifting dynamics within the industry that prioritize filling beds over resident care. Andrea's insights highlight the critical role of advocacy in ensuring families make informed decisions that truly meet their loved ones' needs.

Learn More:

• Visit Chicago Senior Living Advisors
• Connect with Andrea Donovan

Takeaways

• Families need someone on their side when choosing senior living.
• Andrea Donovan's model focuses on long-term fit over quick solutions.
• Many placement agents prioritize community incentives over family needs.
• Judging a senior living community by aesthetics can lead to poor decisions.
• Understanding staffing ratios is crucial for families.
• The pressure to fill beds in senior living communities is increasing.
• Families often lack the right questions to ask during tours.
• A structured schedule is essential for effective memory care.
• The emotional stakes in senior living decisions are high for families.
• Advocacy in senior care is vital for better outcomes.

Chapters

00:00 Welcome to From Leads to Leases - A Senior Living Podcast

01:35 Andrea Donovan's Unique Approach to Senior Placement

05:29 What Families Risk Using Free Placement Services

07:20 Dangerous Mistakes When Choosing a Senior Living Option

08:29 How Andrea Handles Complex Placement Cases

15:47 What Placement Failures Look LIke for Older Adults

20:04 Sales Teams are Being Pressured More Than Ever

21:10 Issues with Senior Living Staffing and Culture

23:35 Changes in How Families Make Decisions

28:25 Proper Evaluation of Memory Care Communities

31:31 Do Operators Understand The Family Perspective?

35:01 How Placement Agents can Maintain Relationships with Communities

36:19 How Communities Should View Advocates for Seniors

39:42 Andrea's Self-Reflections and What Keeps Her Motivated

Summary

In this episode, Jerry Vinci and Evan Petig discuss the complexities of the senior living industry, focusing on the importance of bridging the gap between sales and ownership perspectives. They explore how understanding product value, optimizing inventory, and pricing strategies can enhance community engagement and performance. The conversation also touches on the future challenges and opportunities in senior living, emphasizing the need for innovative solutions to accommodate the growing senior population.

Learn More:

• Connect with Evan Petig

Takeaways

• The real power move is aligning sales and ownership perspectives.
• Sales teams must understand the product's value proposition.
• Ownership seeks collaboration, not criticism, from sales teams.
• Sales counselors face unique challenges in selling senior living.
• A holistic view of the product includes pricing, finishes, and community engagement.
• Inventory optimization requires data analysis and team collaboration.
• Establishing standards can eliminate objections in sales.
• Trust and value are critical in driving decisions in senior living.
• Celebrating small wins can build momentum in turnaround situations.
• Innovation and testing are essential for long-term sustainability in the industry.

Chapters

00:00 Introduction to the Podcast and Guest

03:52 Bridging the Gap Between Sales and Ownership

13:40 Holistic View of the Product in Senior Living

18:22 Inventory Optimization in Senior Living

24:05 Success Stories: Aligning Product and Pricing

29:31 Key Signals for Property Turnarounds

37:20 Innovative Solutions for Housing Older Adults

Keywords

senior living, sales, ownership, marketing, inventory optimization, pricing strategies, community engagement, leadership, future of aging, senior care