Senior Living Marketing Perspectives

Episode Summary: 

When every senior living community talks about great care, dining, amenities, and people, how do you give prospects a compelling reason to choose you? 

In this episode of Senior Living Marketing Perspectives, Senior Living SMART’s Debbie Howard sits down with Kerri-Anne Pendergast, Director of Brand Experience, to discuss how senior living organizations can clarify their messaging, differentiate their brands, and connect more meaningfully with prospects. 

Fresh from a StoryBrand workshop, Kerri-Anne explains how senior living marketers can cut through the “sea of sameness” by focusing on one clear problem, positioning the prospect as the hero, and making the brand the trusted guide. They also explore the growing role of AI in the senior living decision journey—and why a clear, consistent, well-supported brand story matters more than ever. 

In This Episode, You Will Learn How To... 

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Episode Summary: 

What separates senior living sales teams that consistently maintain high occupancy from those that struggle to keep pace? According to Reed Davis, Chief Learning Officer at 1-On-1 Sales Academy, it isn't talent alone—it's a commitment to continuous learning. 

In this episode, Debbie Howard welcomes Reed back to discuss how the 1-On-1 Sales Academy has evolved from an online content library into a comprehensive learning management system built specifically for senior living sales professionals. Together, they explore why ongoing coaching, structured onboarding, peer learning, and prospect-centered selling create stronger sales cultures and better outcomes for both communities and prospective residents. 

Reed also shares insights into the upcoming 1-On-1 Sales Summit, where sales professionals from across the industry come together to exchange ideas, sharpen their skills, and learn from both senior living experts and thought leaders outside the industry. 

Whether you're leading one community or overseeing an entire portfolio, this conversation offers practical strategies for strengthening your sales team, improving onboarding, and building a culture of continuous improvement that supports long-term occupancy growth. 

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In today's senior living landscape, families often complete extensive online research before ever reaching out to a community. By the time they submit an inquiry or schedule a tour, they've likely compared pricing, explored competitors, and wrestled with difficult emotional decisions. 

So what happens next matters. 

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Christie Freeze, Director of Strategic Growth at SalesMail, to discuss how personalized video can help senior living sales teams build trust faster, create stronger connections, and improve conversion rates throughout the prospect journey. 

From reducing tour no-shows to improving post-tour follow-up and leveraging AI without sacrificing authenticity, Christie shares practical strategies that sales teams can implement immediately to create more meaningful interactions with prospects and families. 

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What does it take to successfully market a senior living model that looks nothing like the traditional community? 

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Francis LeGasse, Co-Founder and CEO of Assured Senior Living, to discuss how his Colorado-based organization has grown from a single residential memory care home into a network of 32 specialized homes serving nearly 300 residents through personalized assisted living, memory care, and brain injury support programs. 

Together, they explore the unique challenges and opportunities of marketing the small home senior living model, the power of educational content, the evolving role of AI in senior living marketing, and why authentic human connection remains the most important differentiator in an increasingly digital world. 

What You’ll Learn: 

In this episode, Debbie Howard and Francis LeGasse explore how small home senior living communities can stand out, build trust, and grow occupancy in a competitive market. You’ll learn: 

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Episode Summary: 

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Megan Longley, Vice President of Sales at Acts Retirement-Life Communities, for an insightful conversation about occupancy growth, resident experience, referral marketing, and the evolving expectations of today’s senior living consumer. 

Megan shares how Acts has built a thriving culture centered around collaboration, wellbeing, and meaningful human connection — resulting in nearly half of their move-ins coming from unpaid referral sources. 

Together, Debbie and Megan explore how senior living operators can move beyond transactional sales tactics and instead create experiences that foster belonging, trust, and long-term engagement. 

From Future Resident Clubs and personalized move-in journeys to resident storytelling and emotional decision-making, this episode is packed with practical ideas for operators looking to strengthen occupancy while creating communities people genuinely love. 

In This Episode, You’ll Learn: 

Key Takeaways: 

✔ Occupancy follows culture 

✔ Residents are your best marketers 

✔ Referral-based move-ins convert at significantly higher rates 

✔ The senior living decision is deeply emotional 

✔ The future belongs to communities that create connection, not just transactions 

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Episode Summary 

In this episode, Debbie Howard, co-founder of Senior Living SMART, sits down with Chris Zook, Director of Search, to break down the rapidly evolving landscape of Google Ads and paid media in 2026. 

As the industry moves deeper into an AI-driven era, senior living operators are facing a new set of challenges: declining keyword search volume, rising cost per conversion, and increasing competition in paid channels. But beneath these challenges lies a major opportunity—reaching more informed, higher-intent prospects who are closer to making a decision. 

Chris shares what’s really driving these shifts, from Google’s increased reliance on AI-powered campaign types to changing consumer search behavior and the growing influence of platforms like ChatGPT. Together, they explore how marketers can adapt by refining targeting strategies, improving content, and diversifying their channel mix. 

The conversation highlights a critical shift in mindset: success is no longer about capturing the most leads—it’s about attracting the right leads, nurturing them effectively, and building a sustainable pipeline. 

For senior living operators, the takeaway is clear: those who embrace data, align marketing with sales, and evolve their strategy alongside AI will be best positioned to grow occupancy in an increasingly competitive market. 

Key Takeaways 

Paid Search Is Getting More Expensive—and More Competitive 

Search Behavior Is Changing Dramatically 

AI Is Reducing Clicks—but Increasing Lead Quality 

Lead Quality Now Outweighs Lead Volume 

The Biggest Opportunity Is in Education and Early Engagement 

Sales and Marketing Alignment Is Critical 

Retargeting and Lead Nurture Are Underutilized 

Diversification Is No Longer Optional 

Content Is Still the Foundation of Everything 

The Market Is About to Get Even More Crowded 

Strategic Insights for Senior Living Operators 

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Episode Summary: 

In this episode, Debbie Howard, co-founder of Senior Living SMART, speaks with Maggie Seybold, Vice President of Customer Insights at WelcomeHome Software, about key insights from the 2025 Senior Living Sales & Marketing Benchmark Report. 

As the industry stabilizes after several years of disruption, senior living operators are entering a new phase: fine-tuning strategy rather than simply chasing occupancy. Drawing from data across thousands of communities, Maggie explains how prospect behavior, lead sources, and conversion strategies are evolving. 

Debbie and Maggie explore the growing influence of AI in the research process, the shift toward lead quality over lead volume, and the continued importance of human connection in converting prospects into residents. 

They also highlight one of the biggest opportunities for improvement: the tour-to-move-in stage, where consistent follow-up and collaboration between marketing, sales, and operations can significantly improve outcomes. 

The conversation reinforces a simple but powerful truth for senior living operators: communities that combine data-driven strategy with authentic human engagement will be best positioned to grow occupancy and strengthen long-term performance. 

Key Takeaways: 

The Industry Has Entered a Fine-Tuning Phase 

Lead Quality Matters More Than Lead Volume 

AI Is Changing the Research Process 

Human Connection Still Drives Conversions 

Referrals Remain the Most Powerful Lead Source 

Executive Director Engagement Makes a Difference 

The Real Opportunity Is After the Tour 

Sales and Marketing Must Work Together 

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Transcript 

Learn more about WelcomeHome Software 

Connect with Maggie Seybold on LinkedIn 

Explore resources from Senior Living SMART 

Episode Summary: 

In this episode of Senior Living Marketing Perspectives, Debbie Howard, co-founder of Senior Living SMART, welcomes Donna Cutting, founder and CEO of Red Carpet Learning Worldwide and a globally recognized expert in service culture. 

Donna has spent decades helping organizations create memorable experiences that build loyalty and trust. In senior living, that philosophy translates directly to stronger tours, deeper connections with prospects, and ultimately more move-ins. 

Drawing from both her professional experience and her recent personal journey helping her own mother transition into senior living, Donna shares practical insights on how communities can elevate the tour and move-in experience through intentional planning, personalization, and team engagement. 

Debbie and Donna explore how hospitality principles — often associated with hotels and resorts — can transform senior living sales. From discovery conversations to surprise-and-delight moments, they discuss how communities can create emotional connections that help prospects feel safe, confident, and ready to say yes. 

They also highlight a critical truth: the sales process doesn’t end with the deposit. The move-in experience and early days in the community are just as important for building trust, encouraging referrals, and strengthening long-term occupancy. 

Key Takeaways: 

Discovery Sets the Stage for Everything 

Great tours begin long before prospects walk through the door. Taking time to understand a prospective resident’s background, preferences, and concerns allows sales teams to tailor the experience and create meaningful connections. Donna emphasizes that discovery should focus on both the prospective resident and their family members, who are often navigating complex emotions and logistics. 

Intentional Planning Creates Memorable Tours 

The most effective tours are not improvised. Planning the route, identifying which staff or residents prospects should meet, and highlighting meaningful spaces in the community can dramatically improve the experience. Even simple touches — such as personalized welcome signage or reserved parking — can help families feel expected and valued. 

Your Entire Team Shapes the Sales Experience 

Sales is not a solo sport. Every interaction a prospect has during a visit contributes to their impression of the community. By sharing discovery insights with team members and preparing staff to engage with prospects during tours, communities can create authentic connections that reinforce the sales message.  

Personalization Builds Emotional Connection 

Small gestures can leave a lasting impact. Donna recommends creating a “secret stash of swag” — small personalized items tied to prospects’ interests, pets, hobbies, or background. These surprise-and-delight moments demonstrate genuine care and help communities stand out from competitors. 

Trust Is Built Through Transparency 

Families are making one of the most emotional decisions of their lives. Over-promising or avoiding difficult conversations can damage trust quickly. Communities that are transparent about what they can and cannot provide often build stronger relationships and credibility with prospects. 

Continuous Improvement Strengthens the Tour Process 

Donna encourages communities to implement a simple reflection practice called the Take Two process, asking three questions after every tour: 

This approach helps teams refine their process and steadily improve the prospect experience. 

The Move-In Experience Is Where Loyalty Begins 

While tours and deposits are important milestones, the real relationship begins after move-in. Thoughtful onboarding experiences, introductions to staff and residents, and proactive communication during the first few weeks help new residents feel a sense of belonging and reduce early move-outs. 

Service Can Be a Powerful Competitive Advantage 

Communities don’t need luxury buildings or resort-style amenities to stand out. Donna notes that a community with a modest building but exceptional service can often outperform a newer property with weaker hospitality. Strong relationships and a culture of care ultimately define the resident experience. 

Resources: 

Transcript 

Check out Red Carpet Learning 

Connect with Donna on LinkedIn 

Learn more with Senior Living SMART’s website 

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: 

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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. 

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