Messaging to potential senior living residents has taken center stage at A Place for Mom as the company passes a number of business milestones in 2026. The New York City-based referral company recently crossed the 20-million user threshold as it works with 15,000 senior living providers and home health care agencies. The company this year […]
Category: Sales & Marketing
With AI usage on the rise, operators are shifting marketing strategies to embrace authenticity by putting their residents in the spotlight. They’re also finding ways to address resident feedback when experiences are less than ideal. A widespread practice that is becoming increasingly popular is replacing the use of stock photography for social media posts and […]
Simply reaching prospects is half the battle for senior living sales teams. Sometimes, the hardest part is getting them to actually walk through the front door. High demand is leading to higher occupancy rates and longer waitlists alike. Senior living providers are taking steps to engage prospects by making event programming more targeted, social and […]
Not-for-profit senior living provider The Kendal Corporation has new branding, but its focus on keeping up with the changing pace of senior living demand hasn’t changed. The organization changed branding at its 10 affiliated communities from legacy visual standards to a modernized, cohesive identity to reflect strategic, cultural and engagement needs of a changing senior […]
Senior living marketing teams are revamping their strategies for family caregivers with new messages centered around caring for a loved one at home. Louisville, Kentucky-based Atria Senior Living has always included family caregivers in marketing with strategies built around the profile of the adult daughter. Now, the company is broadening its message for a wider […]
Brookdale Senior Living has hired Margaret Cabell as chief sales officer, welcoming her back into the company after more than half a decade away. Cabell previously worked at Brentwood, Tennessee-based Brookdale for 16 years across various roles spanning operations, marketing and sales. She left Brookdale to lead sales and marketing at Harmony Senior Services in […]
Senior living providers are balancing cost pressures, staffing challenges and resident expectations. New data on search behavior, building trust and “buying intent” helps explain what might actually lead operators to partner with vendors. Senior Housing News’ parent organization, WTWH Media, compiled data from senior living providers and other health care professionals in the 2026 edition […]
This story is part of your SHN+ subscription It’s been said that selling senior living is like selling a Mercedes-Benz. If that’s the case, then I think there’s something the industry can learn from Carvana, the “car vending machine” company. Earlier this week, I spotted an interesting Wall Street Journal story about how Carvana has […]
This story is part of your SHN+ subscription From adult children to online experts, senior living operators are increasingly targeting “influencers” to bring a new generation of residents into their communities. In 2026, the U.S. is awash in influencers who sway opinions on everything from food and fashion to news and politics. Pew Research data […]
Senior living operators are keen to maintain the value of senior living, and that can make them hesitant to offer discounts and incentives. Independent living operators offered on an average a discount of 12.1% between asking and rental rates, totaling about 1.5 months between December 2024 and 2025, according to National Investment Center for Seniors […]
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