Seniors Guide

How do you turn senior living marketing from “meh” to magnetic? Katharine Ross joined Geoff Duncan (VP, True Connection Communities) and Matt Paxton (Hoarders host & Clutter Cleaner founder) in a lively (and comical) Senior Housing News panel tp discuss the art of impactful storytelling. Here are 7 takeaways you can use right now: ?? 1. Video Is a Game-Changer Geoff called video storytelling a “complete game changer”. The secret? Authenticity. This means featuring real residents, real stories, and real emotions. Pro Tip: Profiles on https://lnkd.in/e_ayYCjE that incorporate video see an increase in engagement by 40%. ?? 2. Listening = Better Content Matt’s bestselling book started with 2,000 unanswered questions from an AARP event. Why? Because content that solves real concerns resonates the most. ?? 3. Fight the “Nursing Home” Myth Like it or not, "nursing home" is still the most searched term in senior living. The solution? Better storytelling. Show vibrant, thriving communities, not outdated stereotypes. ?? 4. Tailor Content for the Right Audience Seniors love deep dives – they’ll watch long videos and read full articles. Adult children? They want quick answers and short-form content that’s to the point. Balance both, and you’ll keep everyone engaged. ?? 5. User-Generated Content Wins (Big Time) Want viral content? Let residents take the mic! True Connection Communities’ “dating advice from seniors” campaign blew up – thousands of shares and even a TV feature. Your community’s best stories? They’re already in the building. ?? 6. Video Creation Doesn’t Have to Break the Bank Mix polished videos with raw, authentic iPhone clips. The goal isn’t perfection – it’s connection. Invest in audio quality first, and the payoff is huge. ? 7. Accessibility Isn’t Optional Many provider websites unintentionally exclude seniors with vision or hearing impairments. Following WCAG guidelines (high contrast, clear audio, captions) makes your content inclusive and impactful. Want more insights like this? At https://lnkd.in/e_ayYCjE, we’re on a mission to change the narrative around senior living – ditching outdated “nursing home” stereotypes with authentic, engaging content that truly connects seniors, families, and providers. Ready to tell a better story? Let’s make it happen. Learn more here: https://lnkd.in/ecYTfKAC

?? 4 Marketing Pitfalls to Avoid in Senior Living ?? 1. Don’t Overpromise – Set realistic expectations and deliver on them. Small details matter and missing them can undermine trust and satisfaction. 2. Don’t Rely Solely on Third-Party Lead Aggregators – While they can help provide move-ins, community outreach, and local branding drive higher-quality leads and longer-term stays. 3. Don’t Underestimate Local Branding – National advertising helps, but trust is built locally. Partner with hospitals, businesses, and civic organizations to reinforce your presence. 4. Don’t Neglect Move-In Experience – First impressions matter! One operator reports that 17% of move-outs happen in the first 30 days. Combat this with welcome events, resident ambassadors, and move-in coordinators. And remember, your best content is happening inside your community every day – capture it, share it, and watch your brand get stronger while growing engagement and occupancy. ???? ?? Sign up to have our Tuesday Takeaways delivered straight to your inbox! ?? https://lnkd.in/esm9U9UY

?? Winning Marketing Strategies for Senior Living Communities ?? ? Showcase Active Adult Lifestyles – Today’s seniors want vibrant, engaging experiences, not just a place to live. Highlight social activities, wellness programs, and hobbies through real resident stories. Make it about the lifestyle, not just the location and pictures of the campus. ? Use Personalized & Automated Marketing – Customize your email campaigns based on user behavior and interests. Use automation to enhance – not replace – human connection. ? Leverage Video & Social Media – Authentic, unscripted content from residents and staff fosters engagement. Use trending topics, local events, and interactive videos to showcase community life. ? Prioritize Fast & Personal Follow-Ups – Speed matters! A whopping 78% of buyers choose the community that responds first. Chatbots help, but a personal touch will seal the deal. Empower your sales team to personalize experiences and follow up. A mimosa with a tour can make a positive impact for one prospect, but it may offend another. ?? Sign up to have our Tuesday Takeaways delivered straight to your inbox! ?? https://lnkd.in/erdn84MF

??Hiring or Job Seeking in Senior Living? Let’s Connect! 2025 has already brought a lot of job changes, and I want to do my part to support this incredible industry. One way I see I can help (completely free) is by connecting providers with the amazing talent in my LinkedIn network. ? Have open roles? Especially in sales and marketing? Send me a DM or tag me in your job posts and I’ll engage with them and help you find the right fit. ?? On the job hunt? Keep an eye on my reposts and comments as I’m always sharing opportunities. Let’s come together, build strong teams, and serve seniors better! ?? #SeniorLiving #Hiring #JobConnections

?? Stay tuned for Katharine Ross's key takeaways from the #SHNConference!

Our Seniors Guide team had a fantastic time seeing everyone at the VALA conference in Roanoke, Virginia, last week! ?????? If we saw you there and you'd like to stay in touch or chat more, feel free to reach out! ?? Crystal Hendley Adam Brown Alex Powers #VALASpringConference #VALA2025 #SeniorLiving #AssistedLiving #Networking

VP of Marketing & Communications role for Otterbein SeniorLife is a great opportunity!

?? What NOT to do when crafting senior living content ???? 1. Overcomplicate Your Content ?? Avoid Overwhelming Design: Seniors and caregivers may feel stressed navigating cluttered or jargon-heavy content. Use bullet points, clear headings, and large, high-contrast fonts. Always prioritize ADA and WCAG compliance to ensure accessibility for all users. ?? Pro Tip: Add a text-to-speech feature to make your content even more accessible to seniors with visual impairments. 2. Forget the Power of Local SEO ?? Avoid Generalization: Families typically search for senior living options nearby. Not optimizing for local SEO is a missed opportunity. Use location-specific keywords like “assisted living in [City, State],” and keep your Google Business Profile updated. ?? Pro Tip: Blog about local attractions and senior-friendly events to position your community as a trusted local resource. 3. Publish Without Purpose ?? Avoid Generic Content: Posting for the sake of it dilutes your brand. Instead, every piece should offer real value to your audience. Regularly evaluate your content to ensure it aligns with your goals and audience needs. Sign up below to receive our Tuesday Takeaways straight to your inbox! ?? https://lnkd.in/eCVbjRZF

Thank you Seniors Guide and Melissa Wolfert for an amazing door prize at todays Seniors Guide Connect!! I cannot wait to put this amazing bag to use!! Thanks to Oakleaf Village for hosting and feeding us a delicious lunch!

???Smart Girl Digital’s Hot Takeaways from the SHN Sales & Marketing conference last week… ?? Engagement metrics matter! Impressions and views may not be bottom-line KPIs, but they indicate top-of-funnel activity that fuels real-world conversations. (Shoutout to Katharine Ross from Senior’s Guide!) ? 100 Google reviews per community? Yes, please! Reviews don’t just boost SEO, they also reflect community culture and sentiment, making them a powerful metric to showcase to leadership. (Thanks, Brooke Saxon-Spencer!) ?? Get out of the friend zone with prospects! Building rapport is great, but don’t let it stall your sales process. Push for the next step to move prospects forward. (Great insight from Lacy J. ) ?? The shift away from national lead aggregators is happening! More operators are focusing on local referral agencies to take control of their SEO, PPC, and digital strategy. …Stay tuned for more ??Hot Take Tuesday insights on digital marketing myths and facts. What’s your hot take on these trends? Drop your thoughts below! ?? #SHNSalesandMarketing #SeniorLivingMarketing #DigitalMarketing