This story is part of your SHN+ subscription As senior living demand surges, operators are putting more time and resources into tours that wow older adults and their families. Senior living sales and marketing teams in 2025 are shifting away from cookie-cutter experiences and tailoring tours based on what they think their prospects want. Operators […]
Demand for senior living is surging in 2025, and operators are deploying creative incentives and discounts to maximize their occupancy gains in the months ahead. Last year, NIC data showed that, as senior living rent growth has slowed, the rate of steep discounts has picked up. At the same time, the new community construction has […]
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AI-powered roleplaying, events catered to adult children, more targeted and creative incentives and follow-up – these are just a few of the ways senior living sales and marketing teams are changing things up for new prospects. Senior living operators say that a growing number of prospective residents and their families are doing prior to even […]
The boomers are coming, and future efforts to raise occupancy and increase margins will hinge on hiring and retaining staff, including caregivers, program directors, nurses. Salespeople are a crucial lynchpin. Operators including Primrose Retirement, Belmont Village and Watermark Retirement Communities have revamped sales staffing efforts since the pandemic began roughly five years ago. Through that […]
This story is part of your SHN+ subscription In 2025, senior living operators are setting rental rates with surgical precision to both attract move-ins and make up care costs. As the operational cost of providing senior living services remains high, some senior living operators have explored dynamic pricing. In a nutshell, dynamic pricing is a […]
In senior living, making a good first impression can make or break a sale. But it’s an opportunity that only comes once. Sales leaders with operators including Watercrest Senior Living, Harbor Retirement Associates and Solinity know that fact all too well, which is why they prioritize tours and first meetings that get prospects to move […]
Operators of continuing care retirement communities (CCRCs) are pushing the boundaries of what the model can offer and it can appeal to a younger generation of seniors. Two that are focused on this approach are Rose Villa and Mather Senior Living, both of which are highlighting sustainability practices and redefining the living experience for baby […]
Connecting with the senior living customer of today is no easy feat, as operators face a customer base, led by the Baby Boomer generation, that is more tech-savvy and demanding of individualized wellness and lifestyle offerings. “They want choice and they have come with a disruptive mind-shift,” Lifespace Communities CEO Jesse Jantzen said during a […]
“I’m not ready to move in” – it’s a common refrain among prospects going through the senior living sales journey. Often this is a result of the fact that older adults don’t know exactly what senior living entails or why they would need it. “Everyone says I’m not ready yet. But, what’s their reasoning?” said […]
