July 18, 2025

Senior Living Marketing Perspectives: Preparing for the Senior Living Surge with Maureen Longoria

40 minutes

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:

The Boom Is Here: By 2030, senior housing demand will outpace supply by 1 million units. Baby Boomers are exiting the housing market in droves, and many aren’t waiting until their 80s to move.

Solo Agers Are Rising—Fast: A growing segment of future residents has no spouse or adult children. That’s 2 million Americans today—expected to grow to 8 million in the next 10 years. These prospects require more guidance, more touchpoints, and more community.

Wealth Transfer ≠ Readiness to Move: Despite having significant home equity, many prospects struggle with the how of moving. Communities need to support the transition—not just the sale.

For-Profit vs. Not-for-Profit Mindsets: Life Plan communities are expanding and managing waitlists; rental communities are struggling with turnover. Messaging and service models must align with these differences.

Closing the Back Door Is Key: Many for-profit operators are focused on occupancy gains, but they’re overlooking the risks of early move-outs. The first 30–90 days post-move are critical to retention and referrals.

Solutions Start Before the Deposit: Maureen emphasizes that relocation support shouldn't wait until move-in. Early engagement shortens the decision cycle and removes key friction for families and solo prospects alike.

Real Estate Market Trends Matter: While some markets remain strong, areas like Florida and Austin are experiencing slowdowns. Education around timing, agent vetting, and financing options like bridge loans and LivNow’s “Market Ready Program” is essential.

Creative Partnerships Can Elevate the Experience: New services like Helpful Heroes (using local EMTs for handyman tasks) offer safety and convenience for older adults and their families.

Resources:

Transcript

LivNow Relocation Website

Connect with Maureen Longoria on LinkedIn

Learn more about Senior Living SMART

...more

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By seniorlivingmarketingperspectives

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