The 2025 Senior Housing News Sales & Marketing Conference brought together a dynamic group of industry thought leaders, each sharing valuable insights and strategies to help communities thrive in 2025 and beyond. From the latest in marketing tactics to innovative approaches for lead generation, Sara Mitchell, President of Solinity Marketing, shares a recap of the key takeaways.
Day 1: Preventive Care, Intentional Conversations, and Adopting AI
Day one of the conference had a rockstar lineup featuring insights from sales and marketing experts from across our sector. Each speaker gave insider information, examples, and recommendations with their own unique perspectives. There was an overall theme that highlighted the unique opportunity for sales and marketing leaders in seniors housing to change the perspective of our industry and allow families to see senior living as a positive, enjoyable experience. Some key takeaways include:
Brian Lane of Avenue kicked off the conference with a fresh perspective on active adult offerings. He highlighted Viva Bene’s proactive approach to preventive care, focusing on providing value-based care through partnerships like Sevi Health. Rather than reacting to issues, Brian emphasized the importance of addressing health needs before they become problems.
Toshua Villegas from Greystar delved into the sales and marketing strategies that are transforming active adult communities. She shared how utilizing chatbots and refining lead conversion processes can help streamline efforts and increase success in an ever-competitive market.
Lacy Jungman of Heritage Communities made it clear: 2025 is the year to "buckle down." She stressed the importance of follow-up and creating intentional, educational conversations with families. When you take the time to become a trusted advisor, you create stronger relationships that ultimately lead to better outcomes.
Rick Westermann from LCS shared his optimism for the senior living industry's future, noting that 2025 is shaping up to be a year of growth and opportunity. He pointed out that storytelling is a powerful tool in the industry—encouraging residents to share their personal journeys helps create meaningful connections and authentic marketing.
Kari Wilson of Sonida Senior Living offered a unique perspective on room flips, suggesting that communities with the flexibility to adjust care levels in vacant apartments could better meet the evolving needs of families, enhancing both resident satisfaction and operational efficiency.
Justin Harden of Phoenix Senior Living reminded attendees that while AI may seem like a buzzword, its potential to streamline operations and improve efficiency is undeniable. If it supports operational challenges, it’s a tool worth leveraging.
Sara Mitchell, Michael Marlow, Vice President of Sales Education at Watercrest Senior Living, and Ginger Atwood, National Director of Marketing and Sales at Harbor Retirement Associates, combined forces for an engaging panel discussion on Good first impressions: Operators Revamp Tours for a New Generation. Together they reminded the industry that a senior living prospect’s first meeting can spell the difference between them moving in or moving on to a new community. But today’s prospects are hungry for information, and senior living operators must do more than show them well-manicured spaces to win them over.
Read a full recap from Senior Housing News
Day 2: Utilizing Feedback, Building Loyalty, and Sharing Stories
The great conversations carried over into day 2 with topics surrounding AI, user-generated content (UGC), and how providers and operators can improve the online buying experience for families through improved content. Some standout comments and feature panels include:
Brooke Saxon-Spencer from Claiborne Senior Living made a compelling case for the power of 5-star Google reviews. She emphasized the importance of using data to tell a story and how online feedback can impact marketing efforts and build trust with potential residents and their families.
Pamela Filby of Benchmark Senior Living shared an innovative idea for welcoming new residents: hosting a "welcome party" upon move-in. This small gesture helps foster a sense of community and makes the transition smoother for new residents and their families.
Matt Paxton of Transition Franchise Brands inspired the audience with his focus on storytelling. He reminded everyone that the best stories are already there—residents’ personal journeys are rich with meaning. Creating space for these stories, especially through user-generated content (UGC), can strengthen marketing and deepen connections.
Tammy Sunderman from Charter Senior Living presented a creative strategy for attracting the next generation of aging adults: “senior sexy events.” These events aim to break the stereotypes around aging and offer engaging, trendy experiences that appeal to the modern senior.
Wanda Moen of The Arbor Company touched on the opportunity to shift seniors housing from being seen as a necessity to being recognized as a desirable destination. She emphasized that this shift is built on trust, loyalty, and relationship—key elements that can transform how communities are perceived.
Loe Hornbuckle of Sage Oak wrapped up the session with valuable insights on aligning clinical and sales teams. By ensuring collaboration between these departments, communities can prevent over-promising during the sales cycle, ultimately leading to more realistic expectations and smoother operations.
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An A+ for the Senior Housing News Sales & Marketing Conference. The sessions, topics, and thought leaders brought insightful and relevant perspectives on a variety of topics to provide a transparent glimpse into what works, what doesn’t, and how the industry can improve together. The vibrant showcase of innovation, passion, and forward-thinking strategies in the senior living space was motivational.
As we head into 2025, it's clear that the industry is primed for growth and transformation and by embracing new technologies, focusing on authentic storytelling, and prioritizing relationship-building, communities can not only meet the needs of today’s seniors but also prepare for the challenges and opportunities of tomorrow. To continue the conversation, connect with Sara Mitchell or get a free evaluation.