When senior living prospects do their research online, they will usually end up on a website before long. What operators put online can make or break a move-in. Making that tough is the fact that residents are bringing new and evolving preferences with them as they start their research. That is why senior living operators […]
Supply. Demand trends. Labor. Occupancy. Senior living operators must weigh these and other factors to set resident rental rates. Healthy demand and senior living unit absorption have given senior living operators more resiliency in pricing in 2026, according to Eric Varin, president of sales and marketing at Grand Living. Despite that resilience, the industry faces […]
In 2026, private-pay senior living communities are more country club than cruise ship, and they are very different from nursing homes. The problem is prospects don’t always know that. Multiple stakeholders are competing to tell the story of how older adults should live their next chapter in life, from owners of 55-plus neighborhoods with for-sale […]
Storytelling is among the biggest and best tools that senior living operators can deploy to attract new residents. How senior living operators tell their stories is important. As they cater to new customers and adult children, operators are eschewing perfect messaging for less-polished digital marketing campaigns and outreach focused on reality. They are using resident […]
A couple decades ago, the baby boomers were the so-called adult children shopping for senior living options for their parents. Now, they are becoming prospective residents, and data shows more Gen-Xers are stepping into the adult child and family caregiver role as the years progress. Although members of Generation X are still far from needing […]
Rooftop brewpubs and pickleball courts. Dwellings that minimize carbon footprints. Personalized services that start even before a move-in. These are the kinds of new lifestyles and amenities that senior living operators are showing boomers in an effort to attract them in the coming years. In 2026, the oldest baby boomers are turning 80 while the […]
Senior living providers are rethinking incentive packages for leadership in sales and operations in 2026, moving beyond base compensation payouts to ensure communities increase occupancy while building a culture that retains staff. As senior living demand remains high, corporate leaders are finding new ways to motivate staff to reach sales targets with incentives that now […]
A tech startup aims to disrupt the pay-per-lead aggregator space with the launch of a digital platform to help prospects navigate senior living options and provide more qualified leads to operators. Olera, which in 2024 received funding from the National Institutes of Health (NIH), recently launched the “beta program” of the company’s software and smartphone […]
Senior living operators have for decades extolled their communities as “cruise ships on land.” That story has not always been in touch with what new residents want. As the baby boomers enter the senior living industry, they are bringing with them wants and needs for not only leisure and lifestyle, but also health, wellness and […]
Senior living marketing teams are pivoting from search engine optimization to AI searches, and in the process embracing authenticity in their messaging. Recent survey data from Pew shows that AI-powered tools like Google’s “answers overviews” are pushing viewers to click on fewer actual search engine results. For senior living operators that spent years gearing their […]
