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    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 

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   

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     

Episode Summary:  In this episode of Senior Living Marketing Perspectives, Debbie Howard welcomes Maureen Longoria, CEO and Co-Founder of Live Now 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 Live Now’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  Live Now 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  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  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   

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  

Senior Living Marketing Perspectives: The Executive Director's Role in Sales  Episode Summary:  In this episode, Debbie Howard and Erin Thompson delve into the Executive Director's pivotal role in the sales process. They discuss shifting from a sales to a service mindset, the importance of understanding resident needs throughout their journey, and how building trust and showcasing community strengths can enhance leadership and drive success.  Key Takeaways:  Understanding Success from the Prospect's Perspective: Learn how to recognize and align with what success means to your prospects and current residents throughout their journey in the community.  Shifting from Sales to Service: Discover the fundamental shift needed from a traditional sales mindset to a service-focused approach, emphasizing that leadership and sales intersect through service within the community.  Being a Resource, Not a Sales Pitch: Explore how the Executive Director can act as a valuable resource, providing support and guidance rather than simply delivering a sales pitch.  The Importance of Last Impressions: Understand that how a resident or family member feels upon leaving the community is as crucial as their initial tour or move-in experience, and how this impacts the Net Promoter Score.  Building Trust with Prospects: Examine why the involvement of the Executive Director is essential in building trust and forming meaningful connections with prospects.  Showcasing Community Strengths: Learn how the Executive Director can effectively position the community by leveraging their deep knowledge of the community's strengths and attributes.  Resources:  Transcript  Connect with Erin on LinkedIn  Check out Erin’s Website   

Senior Living Marketing Perspectives: Social Media Marketing with Kerri-Anne Pendergast  Episode Summary:  In this episode, Debbie Howard talks with Kerri-Anne Pendergast, Director of Social Marketing at Senior Living SMART, about the evolving landscape of social media marketing in the senior living industry. They discuss best practices, the importance of storytelling, the impact of social media on local search, and the role of AI in content planning.    Key Takeaways:  Social Media Guide: Senior Living Smart has published an updated version of its social media guide, which emphasizes best practices for posting, content mix, and the significance of behind-the-scenes content in senior living communities. Social Media for Advocacy, Engagement, and Trust: Social media plays a crucial role in building trust and engaging the audience, particularly in the senior living industry. Importance of Storytelling: Moving away from cookie-cutter strategies to storytelling helps in showcasing the unique personalities and vibrant lifestyles of senior living communities. Impact on Local Search: Social media, reviews, and Google Business Profiles are the trifecta for improving local search rankings and visibility for senior living communities. The Role of AI: AI can assist in content planning and brainstorming, helping to streamline social media strategies without compromising originality. Trends to Watch: Video content, storytelling, and increased marketing spend are key trends shaping the future of social media marketing in senior living. Resources:  - Transcript  - Book a call with Kerri-Anne  - Senior Living SMART’s Social Media Guide and Infographics  - Connect with Kerri-Anne Pendergast on LinkedIn 

Senior Living Marketing Perspectives: Consumer Perceptions of the Buyer Journey Episode Summary:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Jamison Gosselin, a 20-year senior living industry expert. First, Debbie and Jamison dive into SMASH survey findings about consumer perceptions of the buyer journey. Next, they continue on the topic by looking at what’s working in the industry, and what needs improvement. Then, the two shift the conversation to talk about social media and review sites and managing the promotional mix. Finally, they wrap up the podcast by touching on resident, employee, and professional experiences in the industry, as well as expanding the role of the marketing professional.   Topics Discussed and Key Points:   Findings from the SMASH about consumer perceptions of the buyer journey in senior living  What’s working and what's not working in the industry   Social Media vs. Review Sites  Managing the Promotional Mix  Experiences - Employee and Resident Satisfaction, Professionals, Advocacy, and Loyalty  Expanding the marketing professionals' role in senior living organizations -- e.g. the Marketing Mix  Jamison’s Bio:  Jamison Gosselin has served in and around the senior living business for more than 20 years in a variety of marketing, communications, and operations roles. Today, he works as an executive-level marketing strategist with B2C and B2B companies focused on seniors housing and multifamily assets.  Prior to his consulting work, Jamison developed business strategies and oversaw the execution of marketing, sales support, and communications in a variety of executive-level roles at leading companies. These companies include Sunrise Senior Living, Holiday Retirement, and Eclipse Senior Living. He also led marketing and communications at Argentum, a senior living trade association, and managed the senior living vertical business at G5, a digital marketing agency and SaaS company. Jamison got his career started at global telecommunications firm MCI (now part of Verizon) as a political action manager and later as a public relations manager at its headquarters in Washington DC.  Jamison has an MBA from George Mason University in Fairfax, Virginia and a BA in Political Science from The American University in Washington, DC. He also has a variety of marketing credentials from Duke University, George Washington University and the Content Marketing Institute.  Connect with Jamison on LinkedIn  Transcript

Senior Living Marketing Perspectives: Behavioral Science in Marketing Episode Summary:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing. Debbie and Nancy dive into the connection between behavioral science and marketing, specifically in the senior living industry. They explore the unique challenges that marketers face with customers and how using principles from behavioral science can be a solution. Finally, Debbie and Nancy discuss Nancy’s book, “Using Behavioral Science in Marketing” with some key takeaways that all marketers should consider.  Topics Discussed and Key Points:   What is behavioral science and why should marketers be interested in it?  Is it hard to add behavioral science to marketing campaigns?  Examples of behavioral science principles, and how marketers might use them.  Testing different behavioral science tactics in marketing strategies  Behavioral science may seem counterintuitive to some marketers – examples and reasons to embrace it.  Takeaways from Nancy’s book, “Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses”  Nancy’s Bio:  Getting people to take action is what Nancy is all about. Her specialty is blending best-of-breed creative with behavioral science to prompt response.  She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Blocks’ most successful campaigns.  Recognized for her work in B2C, B2B, and nonprofit, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. A frequent speaker at marketing conferences, she’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, Dubai, and all over the US, including several return engagements at SXSW.   Prior to co-founding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks. Kogan Page recently published her first book, Using Behavioral Science in Marketing, Drive Customer Action and Loyalty by Prompting Instinctive Responses.  Connect with Nancy:  HBT Marketing’s Website: https://www.hbtmktg.com/    Nancy’s LinkedIn: https://www.linkedin.com/in/nancyharhut/   Company LinkedIn Profile: https://www.linkedin.com/company/hbtmktg/   Buy Nancy’s book, “Using Behavioral Science in Marketing”: https://www.amazon.com/Using-Behavioral-Science-Marketing-Instinctive/dp/1398606480/  Transcript

Episode Summary:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Maureen Longoria, Co-Founder of Live Now Relocation. Together, they dive into the complex process of relocating to senior living communities and discuss how Maureen's company assists both older adults and their adult children during this emotionally charged transition. They explore the unique challenges and best practices involved in senior relocation, shedding light on how communities can integrate these services into their marketing strategy to enhance their offerings.  Topics Discussed and Key Points:   Maureen shares her entrepreneurial journey, highlighting her passion for building services that meet unmet market needs.  The unique aspects of senior relocation, including downsizing, emotions, and local moves, that attracted Maureen to this industry.  Maureen explains the dual customer approach, addressing the needs of both older adults and their adult children.  The importance of validating and addressing the concerns of older adults moving into senior living communities.  Discussion on how LivNow Relocation helps break down barriers and accelerate the relocation process for older adults and their adult children.  The value of pre-vetted and qualified moving professionals and other service providers.  Debbie and Maureen discuss strategies for integrating senior relocation services into a comprehensive marketing strategy.  Maureen discusses the variations in relocation processes between life plan communities and rental senior living communities.  Challenges related to timing, selling homes, and the perception of space.  Addressing emotional barriers, such as downsizing and leaving a familiar home, and how senior living communities can assist prospects.  The trade-off of a better lifestyle and socialization in senior living communities.  Connect with Maureen:  LivNow Relocation Website: https://livnowrelocation.com/   Maureen’s LinkedIn: https://www.linkedin.com/in/maureenlongoria/   Company LinkedIn Profile: https://www.linkedin.com/company/livnowrelocation/  

Episode Summary: In this episode of Senior Living Marketing Perspectives, Debbie Howard interviews Sarah Nay, the Chief Operating Officer of Duct Tape Marketing and the founder of Spark Lab Consulting. They discuss the significance of having a comprehensive marketing system and its role in driving predictable growth for businesses. Sarah emphasizes the importance of aligning marketing and operations, sharing strategies to enhance the customer journey, retaining clients, and turning them into advocates. They also explore the critical role of metrics in assessing marketing success and the value of focusing on clients' needs and experiences. Sarah's insights provide valuable guidance for businesses looking to improve their marketing strategies and operations. Topics Discussed and Key Points:  Introduction to Duct Tape Marketing and Spark Lab Consulting Duct Tape Marketing: A strategic marketing agency with over 25 years of experience. Spark Lab Consulting: Focused on operations and systems consulting. Sarah's journey from an intern to COO at Duct Tape Marketing. The Marketing System vs. Marketing Plan Comprehensive nature of a marketing system, including strategy, implementation, and metrics. Aligning marketing efforts with a well-defined strategy for consistent messaging. The Marketing Hourglass Understanding the marketing hourglass as a framework for guiding prospects through stages of "know, like, trust, try, buy, repeat, and refer." Importance of consistency across brand messaging and channels. Creating Emotional Connections Balancing education with storytelling and emotional connection in marketing. The role of emotional connection in senior living marketing. Aligning with Prospects and Post-Close Marketing Aligning with prospects on their journey rather than pushing the brand. The significance of post-close marketing in retaining clients and generating referrals. Incorporating Fulfillment into Marketing Strategy Integrating fulfillment and operations into marketing strategies to ensure a consistent and positive client experience. Delivering on brand promises through excellent client service. Budgeting and Strategy The importance of setting aside time for strategic budgeting and avoiding the chase for shiny objects in marketing. Focusing on clients and the channels they use for wise marketing decisions. Connect with Sarah Nay: Duct Tape Marketing Website: ducttapemarketing.com Spark Lab Consulting Website: sparklabconsulting.com/  LinkedIn Profile: Sarah Nay Transcript

Episode Summary: In this episode, host Debbie Howard engages in a conversation with Scott McCorvie, founder of Vita Senior Living and Generational Movement, about his mission to improve lives in the senior living industry. Scott shares his passion for providing purpose and improvement strategies for seniors and his desire to create a global impact through his company. He discusses his podcast, "The Inner Circle of Senior Living," and how it focuses on connecting with the baby boomer generation and sharing valuable tips and strategies for industry improvement. Scott emphasizes the importance of caring, communication, and connection in the senior living industry, forming the basis for his movement to elevate and enhance the industry.  Topics Discussed and Key Points:  Scott McCorvie launched Vita Senior Living and Generational Movement, a multimedia content platform ,driven by his mission to improve lives in the senior living industry.   He wanted to share improvement strategies and tips globally through his podcast, "The Inner Circle of Senior Living," with a specific focus on the baby boomer generation.  Scott emphasizes the importance of connection, communication, and providing purpose in senior living.  The movement he has created aims to enhance and elevate the industry, with a focus on the new generation of seniors.  Scott discusses the challenges faced by the senior living industry, such as recovering from the impacts of COVID-19, occupancy challenges, and economic factors like inflation.  Despite the challenges, Scott remains optimistic about the industry's future due to the ongoing demand for senior care and the need for human connection and engagement.  The conversation touches on the role of marketing in senior living and the shift toward implementing smart marketing strategies to drive growth and attract residents.  Debbie Howard highlights the importance of creating a sense of belonging and emotional connection with potential residents through personalized marketing campaigns.  Scott and Debbie discuss the balance between older and newer senior living communities and the opportunities for repurposing and updating older properties to meet today's standards.  They explore the similarities between senior living and the hospitality industry and the significance of operations and resident experience in creating successful communities.  The conversation touches on the potential benefits and challenges of establishing national senior living brands and the market-specific nature of the industry.  Scott emphasizes the need for senior living providers to focus on market-specific decision-making and adapt to the unique needs and preferences of each community.  The episode concludes with a discussion on the prospect journey and the importance of addressing the "whether, where, and when" stages to effectively engage potential residents.  Resources Mentioned:  Vita Senior Living  Generational Movement  "The Inner Circle of Senior Living" podcast  Generational Movement on LinkedIn 

Episode Summary:  This episode explores the current state of AI in marketing, its use cases, limitations, and the future potential of AI in shaping marketing strategies. Debbie Howard and John Jantsch discuss various aspects of AI in marketing and share their insights and excitement about its future developments.  Topics Discussed and Key Points:    Current State of AI in Marketing:   AI is being widely experimented with for various purposes in marketing AI, specifically chat GPT (a large language learning model), has gained significant attention and usage.  AI is still in its infancy stage, and many of the current interactions are limited to computation and basic tasks.  AI tools are integrated into various software, providing data, ideas, and efficiencies.  Current Use Cases of AI in Marketing:  AI is used for content generation and creation, especially in producing large amounts of content quickly.  AI tools can assist in writing articles, blog posts, and metadata, saving time and allowing for more creativity.  Personalization is a potential use of AI, tailoring content to specific audiences and personas.  AI can analyze data, extract trends, and provide insights for marketing strategies.  AI is helpful in analyzing target markets, understanding customer concerns, and generating content ideas.  Limitations and Challenges of Current AI in Marketing:   AI-generated content may not accurately represent a brand's voice or values.  AI tools require careful monitoring and editing to ensure brand consistency and accuracy.   Privacy concerns exist when using AI tools that make uploaded content public.  Future State of AI in Marketing:  Future AI applications may involve personalized customer journeys and interactive websites.  AI could assist in reverse engineering data to identify top prospects and shorten sales cycles.  AI may help analyze customer behavior, predict trends, and suggest marketing strategies.  Improved AI image and video generation could facilitate easier content creation.  Concerns arise about the impact of AI on future generations and the need for responsible usage.  Exciting Developments in AI:  Advancements in AI image and video generation, allowing for easier and customizable content creation.  Potential for AI to produce videos based on scripts and various styles, simplifying video production.  AI's role in marketing extends beyond content creation to data analysis, personalization, and customer insights.  Transcript: AI in Marketing Transcript.docx  Resources:  Duct Tape Marketing Website  Follow John and DTM on LinkedIn 

Topics Discussed and Key Points:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard and guest Chris Zook delve into the topic of using Google Ads for senior living communities. They discuss the importance of differentiation, targeting the right audience, and optimizing strategies to maximize conversions.  Chris provides insights on creating effective landing pages and emphasizes the significance of marketing automation in nurturing leads throughout the sales cycle. Overall, Google Ads prove to be a must-have tool for senior living communities to reach their target audience and increase conversions.  Episode Summary:   Differentiating Senior Living Communities: Debbie and Chris highlight the importance of creating a unique strategy for each senior living community, even if they offer similar services and amenities. Each community has its personality, presentation style, and target audience.  Financial Qualification Concerns: Debbie raises the concern that it's challenging to financially qualify potential residents. Chris explains that although it's not possible to target income levels explicitly, senior living communities can mention their pricing in ads to attract individuals who can afford their services. He also discusses the use of negative keywords on Google Ads to refine lead quality.  Designing a Strategy: Debbie and Chris discuss the nuances of designing a marketing strategy based on the desired types of leads. They explore the importance of understanding the different stages of the sales funnel and tailoring the approach accordingly. They mention offering options like downloading a brochure, speaking to an advisor, or scheduling a visit in ads to accommodate different preferences.  Power of Marketing Automation: Chris emphasizes the value of marketing automation in senior living marketing due to the longer sales cycle and the need for multiple touchpoints. He explains how offering a brochure as a low-commitment lead generation opportunity can help capture leads who are researching senior living options. Marketing automation, combined with regular email touchpoints, keeps potential residents engaged and increases the chances of conversion.  Landing Page Design: Chris discusses the importance of well-designed landing pages focusing on one specific purpose. He emphasizes the need for mobile-friendly designs, clear calls to action, and an intuitive layout. The goal is to make it easy for prospects to understand what they need to do next and maximize conversions.  Effective Conversion Rates: Debbie asks about the ideal conversion rate for senior living campaigns. Chris explains that the conversion rate can vary depending on geography and budget. Generally, a conversion rate of 8-15% is considered strong. Chris emphasizes that effective advertising is as much about allowing prospects to self-qualify out of the sales funnel as it is about bringing them in.  Understanding the Value of Conversions: Debbie and Chris address the question of how much to pay for a conversion. Chris highlights that conversions are a valuable digital currency, as they provide contact information and indicate genuine interest. He explains that finding the right balance between attracting prospects and filtering out unqualified leads is crucial for both the community and the prospects.  Resources:  Connect with Chris Zook on LinkedIn  Episode Transcript  Blog: Googe Ads for Senior Living: How to Find the Prospects who need you

Topics Discussed and Key Points: Why your senior living community needs to be using technology Simplifying the move-in process by digitizing the move-in packet The importance of record keeping in a digitized system How digitized processes can result in improved resident care Episode Summary: Deb speaks with Erez Cohen, Co-Founder and Co-CEO of August Health, a modern care platform and EHR purpose-built for senior living communities. Deb and Erez discuss how using technology can make the move-in process go from zero to hero. By utilizing August Health, senior communities can focus on the residents, not the paperwork. From care assessments, reporting, and family portals to medication management and incident reports, August Health covers the bases of thoughtfully designed tools to provide better resident care. More about Erez: Erez was selected for Aging Media Network’s Future Leaders Class of 2022. Prior to founding August Health, Erez was an executive at Apple, where he led a group of engineering teams. Erez was also the co-founder of Mapsense, a geospatial mapping startup that was acquired by Apple. Erez holds degrees in Industrial Engineering and Operations Research from the University of California, Berkeley. Resources: Episode Transcript https://www.augusthealth.com/  erez@augusthealth.com 

Topics Discussed and Key Points: Storytelling versus pitching Using the and/but/therefore framework to level up all of your communications Creating your ABT story Whether to have two separate messages—one for the adult child, one for the parent—when using the ABT framework Three rules of storytelling Addressing the COVID elephant in the room Episode Summary: In today’s episode, Debbie speaks with Park Howell, a storytelling strategist who helps marketers and content specialists grow their business using the power of the story. He is the host of the Business of Story podcast and the author of the 2020 book Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand. Today’s conversation explores how to sell more by saying less, and how to incorporate storytelling in your branding and marketing efforts in a way that is compelling to the audience you are speaking to. Stories allow us to experience what it is like to use a product or benefit from a service in a way that we would never be able to if we were simply “pitched” that product or service. When communicating as a brand, instead of leading with logic, reason, data, and numbers, lead with a story. After all, every person, whether or not they want to admit it, buys with their heart and not their head. We only justify our purchases with our logical brain once the transaction has been made. Park does a deep dive into the concept of and/but/therefore to maximize rapport and agreeableness between you (the salesperson) and the other person (your prospect or potential customer). and/but/therefore uses the three forces of story: agreement (Act 1), conflict (Act 2), solution (Act 3), respectively. This structure takes you out of the center of the story and in your place, the customer. To use this effectively, you must understand what they want, what’s at stake for them in getting it, empathize with them in that they currently do not have it, and, finally, propose the solution to their problem. “Your stories are not about what you make, but what you make happen in people’s lives.” Park goes on to explain how to become a compelling communicator using the power of repetition, addressing the elephant in the room, and crafting your ABT story today.   Resources Mentioned: Business of Story Brand Bewitchery Transcript