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Tripp Higgins headshot

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

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Episode Summary:

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Tripp Higgins, Chief Revenue Officer of MyLifeSite, to discuss how operators can better qualify prospects through smart financial tools. MyLifeSite, 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 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.

Topics Discussed and Key Points: 

  • 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:

  • Connect with Tripp Higgins on LinkedIn
Headshot of Sue Farrow

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

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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.

Topics Discussed and Key Points: 

  • 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:

  • Visit https://seniorhousingrelief.org/

Senior Living Marketing Perspectives: Changing the Narrative Through Authentic Storytelling

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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.

Topics Discussed and Key Points: 

  • 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:

  • Connect with Nathan Jones on LinkedIn
Reed Davis One On One Sales Academy

Senior Living Marketing Perspectives: Reimagining Sales Training with Reed Davis

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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.

Topics Discussed and Key Points: 

  • 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:

  • Follow Senior Living SMART on LinkedIn
Maureen Longoria with LivNow Relocation.

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

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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 senior living surge and seismic shifts heading toward the industry—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. 

Topics Discussed and Key Points: 

  • The Senior Living Surge 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:

  • Connect with Maureen Longoria on LinkedIn 
  • Follow Senior Living SMART on LinkedIn

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

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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. 

Topics Discussed and Key Points: 

  • 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:

Chris Zook headshot

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

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Episode Summary:

In this episode of Senior Living Marketing Perspectives, 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 mastering Google Ads for lead quality 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.

Topics Discussed and Key Points: 

  • 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:

Park Howell Headshot Podcast Cover

Senior Living Marketing Perspectives: Marketing Through Storytelling

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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

Robyn Bradley cover image

Senior Living Marketing Perspectives: Mastering Content Marketing

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Topics Discussed and Key Points:

  • Turning data into great messages that grow your company
  • Reconciling keywords that people search for with the keywords you use to describe your business
  • The impact of the pandemic on the senior living industry
  • Transitioning from marketing to sales—and having synergy between both
  • Catering your message from the Greatest and Silent Generations to the Baby Boomers

Episode Summary:

In today’s episode, Debbie speaks with writer Robyn Bradley. A self-proclaimed “copy bitch by day and novelist by night”, she is an SEO expert who for two decades has put together, among other things, websites, sales letters, print ads, radio spots, and marketing brochures.

Robyn has an MFA in Creative Writing from Lesley University, and she won a short story award in 2007. Her work has appeared in FictionWeekly.com, Metal Scratches, The Breakwater Review, Writer’s Digest, and The MetroWest Daily News, and others.

In today’s conversation, Robyn talks all things content marketing and the art and science of writing relevant, unique, and utterly human copy. She says that it all begins with pinpointing the right keywords to write around. With those search phrases as your starting point, you can begin to bridge customer desires with your particular goals as a company and tell an effective and engaging brand story.

Throughout the pandemic—and even as we emerge from it—the companies who thrive stay human and are not afraid to tackle the tough topics. As a senior living provider, trust can be gained when marketing makes an effort to explain, transparently, how the facility and staff will be able to keep residents healthy and safe amid the ongoing crisis. Videos and virtual tours are excellent ways to quickly capture that trust.

The operators who win are those who make it easy for prospects to find them, engage with them, and choose them, by meeting them where they are and removing friction along their journey.

As the industry shifts from catering to the Greatest and Silent Generations to the Baby Boomers, the key to success is to take everything that already works and “dialing them up by hundred,” as Robyn puts it. Radical authenticity and more customizable living spaces are also vital.

Debbie likens generational changes in the senior living space to those of the university, where the traditionally uniform college environment has largely disappeared so that the modern student now enjoys a plethora of choices regarding where they live, work, hang out, and eat.

Sherry Bonelli headshot

Senior Living Marketing Perspectives: Search Engine Optimization Tips and Tricks

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Topics Discussed and Key Points:

  • What is a Google Business Profile Gold Product Expert?
  • Elevating your local search ranking
  • The importance of keyword research
  • Building authority in your industry
  • Taking advantage of voice search
  • Getting to page 1 on Google
  • Beating your competitors at the SEO game
  • Using third-party tools on your Google Business Profile

Episode Summary:

In today’s episode, Debbie speaks with Sherry Bonelli, owner of early bird digital marketing, a Search Engine Optimization (SEO) and digital marketing professional with over 23 years of experience. Early Bird digital marketing serves clients all over the country. Sherry Sherry also holds a Master’s of Internet Marketing Degree, is a LinkedIn Learning instructor, and is the host of the Marketing Plan Podcast.

She is a Google Business Profile Gold Product Expert and is a columnist for leading digital marketing websites like Search Engine Land, MOZ, Search Engine Journal, Adweek, SEMrush, BrightLocal, SCORE and others. She received Search Engine Land’s 2018 SEO Contributor of the Year Award. For two years in a row her blog posts were among the top 10 most read articles on Search Engine Land’s website.

Sherry gives her top tips and strategies on elevating your local search ranking. Best practices include optimizing your Google Business Profile (including picking a specific category and accumulating reviews), website, and becoming an authority in your industry by writing valuable blog posts and gaining recognition by other players in your space through guest blogging and appearing on podcasts. “It’s not just one thing that Google is looking at,” says Sherry. “It’s hundreds of different factors.”

Keyword research is also crucial when putting together a strategy. An often overlooked reality is the fact that many potential customers may be using different words and terms while searching for the solution you provide. A provider may think that prospects are searching for “assisted care living” when they might be looking for “nursing homes” or “old folks homes”. At the same time, a good rule of thumb to keep in mind is to write for your user, not for Google.

One way to address this is to creatively include these keywords on your website, articles, and copy to educate visitors on why your facility uses a different term to describe itself. In other words, don’t get trapped into only using industry lingo or jargon.

Take advantage of available tools to figure out how your competitors are winning the local search game. This can be as simple as searching for those top ranking businesses yourself and taking note of how they distribute their keywords on their websites. In short, says Sherry, “Mirror what they’re doing on your site—but do it better!”

Resources Mentioned:

Early bird digital marketing

Transcript