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