Episode Summary: 

In this episode, Debbie Howard, co-founder of Senior Living SMART, is joined by Kiera DesChamps, author of After the Tour: Where Senior Living Decisions Are Really Made, to unpack what truly happens after a prospect leaves a community tour. 

While operators invest heavily in generating leads and securing tours, Kiera explains why the real opportunity — and risk — begins once families walk out the door. Drawing from years of working directly with families at their kitchen tables, she shares the emotional and logistical barriers that stall decisions, even when prospects say they “love the community.” 

Together, Debbie and Kiera explore how sales and marketing teams can reduce overwhelm, remove friction, and become trusted guides — not just tour hosts — to accelerate move-ins and strengthen occupancy. 

Key Takeaways: 

The Post-Tour Gap: 

Overwhelm Slows the Sales Cycle: 

Logistical Barriers Are Emotional Barriers: 

The LEADER Model: 

Introduce Solutions Early: 

Remove Internal Barriers: 

Human Connection Wins in the Age of AI: 

Resources: 

Transcript 

Read After the Tour by Kiera DesChamps  

Connect with Kiera on LinkedIn 

Check out Senior Living SMART’s website 

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

Episode Summary: 

In this episode, Debbie Howard of Senior Living SMART sits down with Hoyle Koontz—partner and co-founder of The Vector and creator of YourTour—to explore how digital sales tools are reshaping the senior living purchase journey. Hoyle shares his path from photojournalism to pioneering interactive content in senior living and discusses how technology, personalization, and business intelligence are transforming how communities engage prospects. 

Together, Debbie and Hoyle unpack how prospects’ expectations have shifted, why digital selling is no longer optional, and how tailored, lifestyle-driven experiences can shorten decision timelines and improve conversions. 

Key Takeaways: 

Resources: 

Senior Living Marketing Perspectives: The Future of Lead Qualification in Senior Living with Tripp Higgins 

Episode Summary 

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Tripp Higgins, Chief Revenue Officer of My LifeSite, to discuss how operators can better qualify prospects through smart financial tools. My LifeSite, known for its educational resources and MoneyGauge financial assessment tool, empowers families to understand what they can afford in senior living—while giving communities actionable insights to prioritize the right prospects. 

Tripp explains how MoneyGauge turns affordability questions from a point of hesitation into a confidence-building step for families. By allowing prospects to self-qualify in a judgment-free way, communities receive not just more leads, but more better leads. The conversation explores how this tool integrates with marketing, CRM systems, and even chatbots to prevent self-disqualification and reduce wasted sales effort. 

Together, Debbie and Tripp highlight how data-driven qualification helps communities address occupancy challenges, refine marketing spend, and even guide future development decisions. 

Key Takeaways 

Resources 

Senior Living Marketing Perspectives: Bridging the Affordability Gap in Senior Living with Sue Farrow 

Episode Summary 

In this episode of Senior Living Marketing Perspectives, Debbie Howard speaks with Sue Farrow, founder of SHORE (Senior Housing Relief for Elders) and former founder/CEO of Integral Senior Living and Solstice Senior Living. After decades of operating senior housing communities, Sue has turned her focus toward a powerful new mission: making quality senior living accessible to all, regardless of income. 

Sue discusses the painful realities of the affordability gap in senior housing—especially for middle-market seniors—and how SHORE is stepping in to help. From launching small grants and aid programs to creating a scalable chapter model for senior living operators, SHORE offers a turnkey solution for communities that want to give back while enhancing brand reputation and staff satisfaction. 

The conversation highlights the “foundation in a box” concept, the power of marketing tied to purpose, and how even small donations or fundraisers can make a big difference. Whether you’re an operator looking to start a philanthropic initiative or a vendor looking to make a meaningful impact, Sue’s message is clear: the time to act is now. 

Key Takeaways 

Resources 

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Nathan Jones, CEO and Founder of Dash Media, to explore how authentic storytelling is reshaping the perception of senior living. With a background spanning faith, football, technology, and a passion for video, Nathan shares his journey from starting Dash Media to producing 90–100 videos a week for senior living operators and reaching 400 million organic views in just a few years. 

Nathan explains why real resident stories resonate far more than stock images or scripted pitches, how communities can scale authentic video production affordably, and why platforms like YouTube and TikTok are now key to reaching not just adult children but older adults themselves. The conversation also dives into AI’s evolving role in content creation, how data reveals which types of videos perform best, and why authenticity will remain the most powerful differentiator in senior living marketing. 

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