Senior Living Marketing Perspectives

Senior Living Marketing Perspectives: Eliminating the “Sea of Sameness” in Senior Living Marketing with Hoyle Koontz

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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: 

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.

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    Resources: 

    • Transcript 
      • Connect with Hoyle on LinkedIn 
        • Learn more about The Vectre 
          • Check out Senior Living SMART’s website 
            • ...more
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