Transform Your Baby Boomer Marketing with Our Latest Book
If you think Boomers will make decisions about senior living the same way their parents did, think again.
This generation expects a completely different experience, one that reflects their values, lifestyle, and demand for choice.
That’s why we’ve written our latest book: The SMART Marketer’s Guide to the Senior Living Prospect Journey: How to Keep Boomers Satisfied Every Step of the Way.
What the new book covers
This new guide takes a deep dive into what it really means to market and sell to Boomers. It breaks the prospect journey into nine key stages—Find, Like, Trust, Engage, Convert, Advance, Close, Delight, and Refer—and offers strategies for each step.
Here are just a few of the insights you’ll find inside:
- Why trust is the bridge between interest and action—and how to build it through transparency, reviews, and storytelling.
- How personalization can transform engagement, especially when tailored to adult children, spouses, or solo agers.
- Why deposits aren’t the end of the journey—and how a seamless Close stage and thoughtful move-in process set the tone for long-term satisfaction.
- How to create such exceptional experiences that referrals become your most reliable (and cost-effective) pipeline.
Co-authors Deborah Howard (CEO of SLS) and Andréa Catizone (President and COO of SLS) draw on decades of experience helping communities nationwide.
As Debbie explains, “Boomers aren’t like their parents. They’re tech-savvy, skeptical, and want to feel in control. This book helps communities rise to that challenge with strategies that actually reflect how today’s consumers think and behave.”
Reminder: We also have another book about senior living marketing.
When we published SMART(er) Marketing for Senior Living Communities in 2024, the focus was on equipping communities with the tools to run marketing efficiently.
The SMART framework simplifies the complexities of senior living marketing and gives leaders practical steps to follow:
- Strategy – build a solid foundation.
- Marketing Automation – scale your efforts without adding headcount.
- Analytics – track the right metrics to know what’s working.
- Resources – build content that actually converts.
- Technology – use the right tools to support your team.
That first book quickly became a go-to resource for marketers, sales leaders, and executives seeking to solidify their foundation, and our newest book is the perfect companion to it.
Ready to transform your approach to baby boomer marketing?
The shift is here. Boomers are no longer “the next wave”—they’re the decision-makers of today. Communities that understand how to meet their expectations will have a clear advantage in the years ahead.
Get our new book and learn how to effectively market to this important demo.
The SMART Marketer’s Guide to the Senior Living Prospect Journey:
How to Keep Boomers Satisfied Every Step of the Way.
Grab copies for your team, use them as discussion tools, and start applying the insights right away. And if you like what you read, don’t forget to leave us a review on Amazon.
