Senior Living Marketing Perspectives

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...

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 e...

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-...

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...

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 Episo...

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 spe...

Topics Discussed and Key Points: Why you should treat your business listing on GBP as an extension of your website Optimizing your listing Maximizing user experience Understanding GBP’s Insights and utilizing UTM tags How reviews impact your ranking Improving your local ranking Citation management Episode Summary: In today’s episode, Debbie speaks with Claire Carlile, who works at BrightLocal as t...

Topics Discussed and Key Points: The senior living industry from a sales perspective Five situations prospects find themselves in Tailoring your message for lead acquisition versus lead nurturing Attributes of the best salespeople in the senior living space The best way to approach personalization Keys to empathetic selling Episode Summary: In today’s episode, Debbie speaks with Leff Bonney, an As...

Topics Discussed and Key Points: Is print dead? The basics of a successful direct mail campaign Integrating online and offline marketing seamlessly Measuring the success of a campaign Little touches that set your printed material apart Episode Summary: In today’s episode, Debbie speaks with Scott Burford, President of Fischer Group, a marketing agency which creates efficient systems that streamlin...

Topics Discussed and Key Points: How to use trusted marketing channels more creatively today Attracting young talent into the senior living space for the long-term The case for providing training for emotional intelligence How to make employees feel welcome after the marketing campaign Minimizing your turnover rate Episode Summary: In today’s episode, Debbie speaks with John Gonzales, President of...

Topics Discussed and Key Points: What can we do with lists these days? How to attract high-value clients What to know about list pricing What ailment data tells us Marketing to the independent living adult versus their adult child Reaching out to individuals in caregiver roles How to create integrated campaigns and what kind of results to expect The relevance of direct marketing in today’s digital...

Topics Discussed and Key Points: Good news for senior living communities in 2021 Why market analysis is valuable to senior housing providers Penetration rates between different types of providers Why developers should consider building smaller, more intimate settings to serve as social hubs for seniors Segments (i.e. independent living) that have fared better than others (i.e. assisted living) How...

Topics Discussed and Key Points: Operating in a completely virtual environment How salespeople can effectively address concerns related to COVID-19 Introducing empathy in the call and building a genuine relationship with the prospect with a no-touch system The senior living space in a post-COVID world Episode Summary: In today’s episode, Debbie speaks with Amy McKinley, a 35-year veteran of the se...

Show Notes: Senior Living Marketing Perspectives - Jay Buerck Topics Discussed and Key Points: How the pandemic has impacted organic and paid search in the senior living space Differences between Google and Bing for paid search How to maximize organic search and, later, complement it with paid search The steps to mapping out an effective SEO strategy First-touch versus retargeting campaigns Paid a...

Topics Discussed and Key Points: Why Julie decided to write a book specifically about the Regional Director role How Regional Directors can develop productive relationships with different departments How Regional Directors can plan their site visits in a way that is appropriate and adds value to all parties How Regional Directors can create a system for higher conversions and set expectations with...

Topics Discussed and Key Points: How businesses can communicate with their target market to design better services Creating an environment that makes prospects stay comfortable while in the pipeline Tried-and-true advice for all sales professionals The ever-evolving relationship between sales and marketing Considerations around “high-tech, high-touch” Identifying the touches that matter and ignori...

Topics Discussed and Key Points: How Sagely’s platform adds convenience for everyone in a senior care facility The importance Sagely places on personal, one-on-one connection How operators can take advantage of Sagely’s technology to reduce prospect friction Helping residents adopt new technologies Activities that have the highest engagement and preparing for the next generation Customizing Sagely...

* Due to technical difficulties, we ask that you please watch this episode on our YouTube channel *  Topics Discussed and Key Points: Looking at the science of conversion and not just the art Using behavioral science to understand the thought process of prospects What data we should be looking at that informs strategic conversations with prospects Tools to help track engagement metrics Updating yo...

Topics Discussed and Key Points: How the senior care space has transformed in 2020 Managing your online reputation When and how to update your website Differentiating yourself with intentional copy Pushing sales messaging into the marketing funnel Creating content in 2021 Maximizing the conversion experience by incorporating flow When to automate your processes What tools operators should consider...

Topics Discussed and Key Points: Insights uncovered about the senior living industry in March, April, and May Making the best out of fewer leads Adapting sales training and hiring practices to the new normal Confronting fears by tapping into your motivations Episode Summary: In today’s episode, Debbie speaks with Alex Fisher, Co-Founder of Sherpa CRM. As the impact of COVID-19 continues to influen...

Topics Discussed and Key Points: A primer on the VA’s Pension Benefit Potential amounts that veterans and/or their spouses can avail of with the VA Benefit Assets and other factors that count toward eligibility for the VA Benefit The time it takes to receive the VA Benefit The role of annuities How senior living operators are leveraging the Benefit and where they can improve Episode Summary: In to...

Topics Discussed and Key Points: How John came to develop a CRM platform specifically for the senior living space Welcome Home’s five, non-negotiable pillars for an industry-friendly CRM Giving operators greater freedom of choice through integration The impact of Welcome Home’s CRM on a community’s bottom-line Episode Summary: In today’s episode, Debbie speaks with John Lariccia, founder of Welcom...

Topics Discussed and Key Points: How Scott’s passion for senior living led to the founding of Senior Living Growth Advisors and his podcast The impact of COVID-19 on Senior Living Growth Advisors How the pandemic affected design in the senior living communities, both existing and in development Adapting to restrictions and other lifestyle changes brought about by social distancing measures Emergin...

Topics Discussed and Key Points: The motivation to create Mom’s House How Mom’s House’s certified home buyers save families’ time and money Growing the Mom’s House network of home buyers and senior living communities Episode Summary: In today’s episode, Debbie speaks with Ben Rao, Co-Founder of Mom’s House, a platform which connects certified home buyers with families who are in the process of sel...