Episode Summary: 

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: 

Resources: 

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: 

Resources: 

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: 

Resources: 

Senior Living Marketing Perspectives: Mastering Google Ads to Boost Senior Living Lead Quality 

Episode Summary: 

In this episode, Debbie Howard, co-founder of Senior Living SMART, is joined by Chris Zook, Director of Search at Senior Living SMART, for an in-depth discussion on leveraging Google Ads to drive leads in the senior living industry. They explore how communities can use innovative search strategies like Performance Max campaigns to reduce dependence on third-party lead generators, improve lead quality, and effectively manage ad budgets to stay competitive in the market. 

Key Takeaways: 

• Understanding Google Ads Strategy: Learn the ins and outs of Google Ads, from search campaigns to Performance Max, and how to apply these tools specifically for senior living communities. 

• Optimizing for Senior Living Audiences: Discover how to target high-intent prospects, like adult children and potential residents, through search and display ads tailored to their needs. 

• Reducing Reliance on Lead Aggregators: Chris shares case studies and strategies that have helped senior living communities lower their dependence on third-party lead generators like A Place for Mom, freeing up budget for direct advertising efforts. 

• Navigating Google’s Special Categories: Understand how senior living communities can work around the unique challenges of Google Ads, such as restrictions from the Fair Housing Act and healthcare classifications. 

• Creative Budget Allocation: Learn how to make the most of your ad spend by balancing search ads, local SEO, and paid media, ensuring that every dollar drives qualified leads and supports occupancy goals. 

• Case Study Success: Hear how one client reduced their reliance on lead aggregators by 33% in less than a year by strategically shifting to Google Ads and improving lead quality. 

Resources: 

• Transcript 

• Connect with Chris on LinkedIn 

• Check out Senior Living SMART’s website 

Senior Living Marketing Perspectives: The Power of Professional Outreach and Referral Source Development  

Episode Summary: 

In this episode of Senior Living Marketing Perspectives, Debbie Howard of Senior Living Smart engages in a thoughtful conversation with Michael Moye, Senior Account Executive at Welcome Home CRM. The episode dives into the often overlooked but critical role of grassroots marketing and professional outreach in building and sustaining relationships within the senior living industry. Michael shares his experiences from the community level, emphasizing the importance of relationship-building and how it directly impacts occupancy rates and length of stay. 

Key Takeaways: 

Embracing Grassroots Marketing: 

• Michael and Debbie discuss the significance of grassroots marketing as a cost-effective and high-impact strategy. This method, often underestimated, requires time, creativity, and a genuine commitment to building relationships with local professionals. 

Business-to-Business Mindset: 

• The conversation highlights the importance of shifting from a business-to-consumer approach to a business-to-business mindset. This shift allows community relations directors to foster meaningful connections with referral partners, ultimately driving greater success in resident placements. 

The Value of Being Present: 

• Michael shares his experiences from his days at the community level, where being physically present and actively engaging with local professionals led to increased referrals and stabilized occupancy. He emphasizes the need for sales teams to step out of their comfort zones and meet potential referral partners face-to-face. 

Building Trust Through Outreach: 

• Trust is a recurring theme in this episode, with both Debbie and Michael stressing its importance in the referral process. They explore how consistent and genuine outreach efforts can build trust with referral partners, leading to long-term relationships that benefit both parties. 

Strategic Planning and Execution: 

• Debbie and Michael discuss the importance of having a strategic plan for outreach while also being flexible and adaptable. They share practical tips on how to efficiently manage time and resources to maximize the impact of outreach efforts. 

The Role of Regional Directors in Outreach: 

• The episode highlights the role regional directors can play in supporting community relations directors in their outreach efforts. By modeling effective outreach techniques and accompanying CRDs on visits, regional directors can help foster a culture of proactive relationship-building within their teams. 

Resources: 

• Transcript 

• Connect with Michael on LinkedIn 

• Explore Welcome Home CRM 

Senior Living Marketing Perspectives: Insights on Client Success and Marketing Strategies 

Episode Summary: 

In this episode, Debbie Howard and Doug DeMaio, Director of Client Success at Senior Living SMART, discuss the parallels between marketing strategies for early childhood education and senior living communities. They explore how understanding and leveraging reporting metrics, crafting effective narratives, and strategic collaboration can enhance client relations and drive successful marketing outcomes.  

Key Takeaways: 

Understanding Metrics and Reporting: Dive into the importance of tracking and interpreting metrics to gauge the effectiveness of marketing strategies. Learn how reporting can reveal insights and guide decision-making. 

Creating and Following a Narrative: Discover how building a compelling narrative around your community's story can aid in understanding and communicating reporting metrics effectively. 

Strategic Collaboration: Explore the benefits of aligning marketing strategies with broader business goals through collaborative efforts. Understand how this can streamline operations and enhance overall marketing success. 

Marketing as a System: Learn to view marketing as an integrated system, where various elements work together harmoniously. This holistic approach ensures that every aspect of your marketing strategy supports the community's goals and resonates with potential residents. 

Questions for the C-Suite: Gain insight into critical questions that the C-suite should ask to drive effective marketing and client success strategies, ensuring alignment between marketing efforts and organizational objectives. 

Resources: 

• Transcript 

• Connect with Doug on LinkedIn 

• Check out Senior Living SMART’s website  

Senior Living Marketing Perspectives: The Executive Director's Role in Sales 

Episode Summary: 

In this episode, Debbie Howard and Erin Thompson delve into the Executive Director's pivotal role in the sales process. They discuss shifting from a sales to a service mindset, the importance of understanding resident needs throughout their journey, and how building trust and showcasing community strengths can enhance leadership and drive success. 

Key Takeaways: 

• Understanding Success from the Prospect's Perspective: Learn how to recognize and align with what success means to your prospects and current residents throughout their journey in the community. 

• Shifting from Sales to Service: Discover the fundamental shift needed from a traditional sales mindset to a service-focused approach, emphasizing that leadership and sales intersect through service within the community. 

• Being a Resource, Not a Sales Pitch: Explore how the Executive Director can act as a valuable resource, providing support and guidance rather than simply delivering a sales pitch. 

• The Importance of Last Impressions: Understand that how a resident or family member feels upon leaving the community is as crucial as their initial tour or move-in experience, and how this impacts the Net Promoter Score. 

• Building Trust with Prospects: Examine why the involvement of the Executive Director is essential in building trust and forming meaningful connections with prospects. 

• Showcasing Community Strengths: Learn how the Executive Director can effectively position the community by leveraging their deep knowledge of the community's strengths and attributes. 

Resources: 

• Transcript 

• Connect with Erin on LinkedIn 

• Check out Erin’s Website 

Senior Living Marketing Perspectives: Transforming Spaces with Sharon MacDonald

Episode Summary:

In this episode, Debbie Howard talks with Sharon MacDonald, Founder of Model55, about how well-designed model apartments and common areas can influence senior living marketing and occupancy. They explore the role of neuroaesthetics in design, the importance of first impressions, and how professional design can impact sales and ROI.

Key Takeaways:

• Impact of Model Apartments: Well-designed model apartments can significantly improve occupancy rates and shorten sales cycles. Effective design helps potential residents feel welcome and comfortable.

Resources:

• Transcript

In this episode, Debbie Howard talks with Kerri-Anne Pendergast, Director of Social Marketing at Senior Living SMART, about the evolving landscape of social media marketing in the senior living industry. They discuss best practices, the importance of storytelling, the impact of social media on local search, and the role of AI in content planning.   

1. Social Media Guide: Senior Living Smart has published an updated version of its social media guide, which emphasizes best practices for posting, content mix, and the significance of behind-the-scenes content in senior living communities.

- Transcript 

- Book a call with Kerri-Anne 

- Senior Living SMART’s Social Media Guide and Infographics 

- Connect with Kerri-Anne Pendergast on LinkedIn 

In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Jamison Gosselin, a 20-year senior living industry expert. First, Debbie and Jamison dive into SMASH survey findings about consumer perceptions of the buyer journey. Next, they continue on the topic by looking at what’s working in the industry, and what needs improvement. Then, the two shift the conversation to talk about social media and review sites and managing the promotional mix. Finally, they wrap up the podcast by touching on resident, employee, and professional experiences in the industry, as well as expanding the role of the marketing professional.  

• Findings from the SMASH about consumer perceptions of the buyer journey in senior living 

Jamison Gosselin has served in and around the senior living business for more than 20 years in a variety of marketing, communications, and operations roles. Today, he works as an executive-level marketing strategist with B2C and B2B companies focused on seniors housing and multifamily assets. 

Prior to his consulting work, Jamison developed business strategies and oversaw the execution of marketing, sales support, and communications in a variety of executive-level roles at leading companies. These companies include Sunrise Senior Living, Holiday Retirement, and Eclipse Senior Living. He also led marketing and communications at Argentum, a senior living trade association, and managed the senior living vertical business at G5, a digital marketing agency and SaaS company. Jamison got his career started at global telecommunications firm MCI (now part of Verizon) as a political action manager and later as a public relations manager at its headquarters in Washington DC. 

Jamison has an MBA from George Mason University in Fairfax, Virginia and a BA in Political Science from The American University in Washington, DC. He also has a variety of marketing credentials from Duke University, George Washington University and the Content Marketing Institute. 

Connect with Jamison on LinkedIn 

Transcript