Senior Living Marketing Perspectives

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

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.

 

Resources: 

• Transcript 

• Connect with Hoyle on LinkedIn 

• Learn more about The Vectre 

• Check out Senior Living SMART’s website 

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

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 

• More Better Leads: Operators don’t just need more leads—they need financially qualified leads (FQLs) that have real potential to move in. 

• Self-Qualification Builds Confidence: MoneyGauge empowers prospects to explore affordability without judgment, reducing fear and hesitation. 

• Segmentation Made Simple: With red, yellow, and green results, sales teams can prioritize outreach and provide context-specific follow-up. 

• Anonymous or Gated Options: Communities can choose whether prospects get results upfront or after sharing contact info, balancing lead capture with user comfort. 

• Data That Drives Strategy: Insights from assessments reveal not only individual affordability but also broader market trends that can inform pricing, inventory mix, and geographic targeting. 

• Re-engagement Goldmine: Cold and lost leads can be revived when given new tools like MoneyGauge, proving the importance of nurturing campaigns. 

• Beyond the Widget: The tool works best when embedded in websites, emails, social posts, SMS campaigns, and even direct mail—meeting prospects wherever they are in the journey. 

• Future Vision: Attribution modeling and deeper CRM integrations are making it easier to track conversions from assessment to tour, deposit, and move-in. 

 

Resources 

• Transcript 

• Connect with Tripp Higgins on LinkedIn 

• Visit https://mylifesite.net/  

• Learn more about Senior Living SMART  

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

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 

• SHORE Is Filling the Gap: Many seniors fall into the affordability chasm—too wealthy for government-subsidized housing, too strapped for market-rate care. SHORE is creating real solutions. 

• Start Small, Scale Smart: SHORE began with covering VA application fees and small move-in grants, then expanded to offer a chapter model for operators who want to launch their own foundations. 

• Turnkey Foundations: With SHORE’s “foundation in a box,” operators can set up a 501(c)(3) without the legal, financial, and compliance burdens—ideal for fundraising and community goodwill. 

• Marketing with Meaning: SHORE isn’t just philanthropy—it’s a strategic marketing differentiator. Communities that show they give back attract more prospects and top-tier employees. 

• Vendor & REIT Opportunity: The movement calls on vendors and REITs to do their part through sponsorships, events, and percentage-of-revenue donations. 

• Impact Beyond Dollars: From bake sales to bocce tournaments, communities can creatively raise funds and directly support residents, veterans, and employees. 

• Vision for the Future: Sue envisions SHORE becoming an influencer in senior housing policy, expanding its impact through public-private partnerships and advocacy. 

 

Resources 

• Transcript 

• Connect with Sue Farrow on LinkedIn 

• Visit https://seniorhousingrelief.org/ 

• Learn more about Senior Living SMART 

Perspectives: Changing the Narrative Through Authentic Storytelling with Nathan Jones

Senior Living Marketing Perspectives: Changing the Narrative Through Authentic Storytelling with Nathan Jones

Episode Summary 

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. 

Key Takeaways 

• Authenticity Wins Every Time: Residents saying “I wish I had moved in sooner” creates stronger impact than polished commercials or stock visuals. 

• Scaling Video Content Is Possible: Dash Media uses lightweight filming, repurposed clips, and a detailed tagging system to turn two days of filming into 150 videos. 

• AI Is a Tool, Not the Storyteller: While AI boosts efficiency in tasks like reporting, real human stories are irreplaceable for building trust. 

• Know What Content Performs: Stories outperform all other categories, generating 10x more views than activities or static content. Shares and saves are the “gold standard” for social reach. 

• Meet Audiences Where They Are: YouTube and TikTok are increasingly effective for engaging both seniors and adult children—proving that older adults are active on these platforms too. 

• Video Multiplies Impact Beyond Social: Communities see improved ROI when video is integrated across email campaigns, landing pages, lobbies, and even presentations. 

Resources 

• Transcript 

• Connect with Nathan Jones on LinkedIn 

• Visit mydashmedia.com 

• Learn more about Senior Living SMART 

 

Senior Living Marketing Perspectives: Reimagining Sales Training for Senior Living with Reed Davis

Episode Summary: 
In this episode of Senior Living Marketing Perspectives, Debbie Howard chats with Reed Davis, Chief Learning Officer of One On One Sales Academy, about the changing landscape of sales training in senior living. With decades of experience across operations and vendor-side leadership, Reed offers a fresh, strategic take on why traditional sales methods are falling short—and what to do instead. 

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: 

• Sales Deserve More Investment: Despite being the primary revenue driver, sales teams often get minimal training support. It's time for that to change. 

• Training Isn’t Enough—Ongoing Learning Is Key: One-off training fades fast. Sales professionals need a learning ecosystem with masterclasses, webinars, coaching, and community. 

• Empathy and Curiosity Close Sales: Scripted pitches don’t cut it. Listening deeply, slowing down, and letting prospects guide the conversation leads to better outcomes. 

• Marketing and Sales Must Align: Messaging and follow-up must match a prospect’s stage in the journey. When marketing speaks one language and sales another, trust erodes. 

• Less Is More When It Comes to Leads: The sweet spot? 125–150 active leads per counselor. Focused follow-up leads to deeper relationships and higher conversions. 

• Nurturing Long-Tail Leads Is a Must: 60% of leads are in research mode. Pushing them to move too soon backfires. Instead, nurture with empathy, content, and patience. 

• Culture Sells: Everyone from the front desk to dining staff is part of the sales process. When the whole community supports occupancy goals, performance soars. 

• “Slow Down to Go Faster” Still Applies: Pushing creates resistance. Empathetic engagement shortens the sales cycle for the right prospects and improves move-in quality. 

 

Resources: 

• Transcript 

• Connect with Reed Davis on LinkedIn 

• https://oneonone.com/academy/ 

• Learn more about Senior Living SMART 

 

 

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

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 

Senior Living Marketing Perspectives: Rethinking Sales Strategies in Senior Living with Kelly Singleton Myers

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: 

• Shifting Sales Mindsets: Kelly discusses the industry's tendency to focus only on urgent, ready-to-move prospects while neglecting long-term pipeline nurturing, leading to a "hamster wheel" effect. 

• Balancing Lead Volume & Personalization: As marketing drives more inquiries, communities must rethink sales staffing and processes to handle both high-intent leads and early-stage prospects. 

• The Power of Coaching: Training alone isn’t enough—ongoing coaching helps sales teams refine their skills, ask better questions, and avoid robotic sales approaches. 

• Lessons from Third-Party Aggregators: These lead sources succeed because they nurture and guide prospects throughout the journey—senior living teams need to provide a similar, high-touch experience. 

• Rethinking Prospect Engagement: Instead of categorizing leads as hot, warm, or cold, communities should focus on understanding the emotional and logistical factors driving each prospect's journey. 

• Avoiding Sales Pitfalls: Too many communities fail to follow up with scheduled tours, making prospects feel unimportant—small changes in responsiveness can significantly impact conversion rates. 

Resources: 

• Transcript 

• Connect with Kelly on LinkedIn 

• Learn more about KJB Sales Consulting 

• Check out Senior Living SMART’s website 

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

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

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

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