New Platforms, Consistent Messages: How 4 Providers Have Adapted Marketing in Covid-19

While many providers struggled at the outset of the Covid-19 pandemic to maintain leads and move-ins, they have since pivoted to new strategies — mostly virtual — to overcome those hurdles. Virtual tours and remote meetings — once a rarity in the senior living industry — are now commonplace. And providers including Sunrise Senior Living, […]

Senior Living Marketing Leaps Into Digital Age With Innovations, Investments

In the first quarter of 2020, Vitality Living’s Facebook presence had a total of 11,000 impressions. As Covid-19 gripped the United States, however, the Brentwood, Tennessee-based provider began to use the social media platform more aggressively. Senior leadership and executive directors provided daily live updates of its pandemic response across its 16 communities in Alabama, […]

A Place for Mom CEO: Move-In Numbers Could Return to Normal Levels This Fall

Move-in numbers are approaching “normality” as the Covid-19 pandemic stretches into the fall — and to maintain this trend, senior living providers must stay focused on building and maintaining consumer confidence. That’s according to Larry Kutscher, CEO of A Place for Mom, the largest online referral platform for the industry. The company’s latest survey of […]

Covid-19 Curtails ‘Messy Middle’ of Senior Housing Demand, But Most Consumers Stay Positive

The coronavirus pandemic’s initial spread throughout nursing homes in the United States continues to color perceptions from prospective residents — and to a lesser extent, their adult children — about the relative safety of long-term care across the spectrum, nearly six months later. As a result, current senior living demand is stemming largely from those […]

Why Senior Living Providers Must Treat Sales Leads Like Gold in the Covid-19 Era

Covid-19 has depressed senior living leads, inquiries, tours and move-ins — and that means senior living sales teams can’t afford to let prospects fall through the cracks. Year-over-year, senior living inquires are down 35%, re-inquiries are down 65%, tours are down 26% and move-ins are down 30%, according to data from senior living marketing firm […]

Perceptions of Senior Living Slide, But Most Consumers Unshaken by Covid-19

Prospective residents and their loved ones largely have not soured on the idea of moving into a senior living community despite Covid-19, although the pandemic has taken a toll on consumer sentiment. That’s according to a new survey conducted for the American Seniors Housing Association (ASHA) by ProMatura Group, an Oxford, Mississippi-based senior living market […]

‘Complete Transformation’: Oakmont Senior Living Pivots to Health Care in Covid-19 Strategy

The Covid-19 pandemic has prompted a regional senior living provider to reevaluate its value proposition and pivot its operations and marketing. That company is Oakmont Senior Living, a Windsor, California-based provider with 31 communities throughout California and Nevada. The provider, which traditionally focused on high-end amenities and services, found itself in unfamiliar territory when Covid-19 […]

Bad Senior Living Sales Habits Persist During Covid-19

Senior living sales professionals have faced a slew of challenges related to Covid-19, but many are not raising their game to meet the moment. That’s the message from Bild & Company founder and President Traci Bild. She shared the recent experience of a friend whose stepfather was being discharged from a rehabilitation facility and needed […]

Brookdale Prepares to Rebuild Occupancy, Holds 1,800-Person Virtual Sales Rally

Brookdale Senior Living (NYSE: BKD) recently held a “virtual sales rally” involving about 1,800 people, with the goal of helping communities drive occupancy as the Covid-19 pandemic enters its next phase. “The sales rally focused on strengthening our messages on Brookdale’s points of difference with each community’s local story, including facts on how we’ve managed […]