Key Takeaways from the SHN Sales and Marketing Conference for Senior Living Executives

What every senior living executive needs to know!

The Senior Housing News (SHN) Sales and Marketing Conference did it again, offering bold insights into changing industry trends. With topics like the future of personalization, the increasing importance of transparency, and AI’s role in reshaping marketing and sales strategies for senior living, the conference inspired attendees to rethink their strategies to better attract, engage and win prospects. 

Stay with us as we explore the standout ideas and actionable takeaways from the conference to help senior living CEOs, CFOs, COOs, and Marketing and Sales executives step into the future with confidence. 

The Rise of Personalization and Digital Experiences 

Your customers’ first impressions are online long before the tour. A recurring theme throughout the conference was the need to craft an engaging, personalized digital customer experience. Today, prospects and their families come to you highly informed—they’ve already scoured your website, read reviews, and conducted deep research before narrowing their tour choices to no more than three communities.

Actionable takeaways: 

• Update websites regularly with clear messaging, pricing transparency, and authentic resident stories. BONUS: It’ll keep the search engines crawling and ranking your site AND promote your brand.
• Use social media for storytelling—a resident sharing a daily routine may resonate far more than picture-perfect marketing images. 

The days of static websites and passive social media are over. Your prospects expect nothing less than tailored experiences, whether online or in person. It’s time to step up and meet their expectations. 

Content’s Reign Continues—It’s Time to Get Personal 

“Content is king” may be an overused phrase, but the SHN conference reminded us exactly why it’s still true. Content strategies that rely on overly polished, stock-like visuals (and videos) no longer cut it. Prospects and family members want “stories” that connect on a human level; make that connection through storytelling!

Actionable takeaways: 

• Replace over-rehearsed lifestyle videos with unscripted storytelling such as “Come meet Jane, a longtime birdwatcher flourishing in her new home!” to put prospects into the story. 
• Implement community-level social strategies by sharing real-life moments, resident stories and interviews or highlights from campus events (and remember, it’s ok if the videos are not perfect).

Storytelling is the most underused and valuable tool in your marketing mix. It leverages real residents, families, and dedicated caregivers to provide raw, vibrant, and honest content that resonates deeply. It creates meaningful connections between communities and prospects, and it establishes trust in your brand. 

Call Centers Offer Another Lead Management Option

One of the more engaging sessions at the conference showcased internal call centers as a potential game-changing solution for operators struggling with lead management. Call centers can respond quickly to inquiries (48 hours or less) and free sales teams to focus on converting pre-qualified leads. 

Actionable takeaways: 

• Test a call center model to qualify sales leads for the sales team. Aline and Catalyst Senior Living Solutions have great options.
• Implement a virtual sales assistant to collect more information from your prospects before the lead hits your sales desk. Further has a fantastic, stand-alone option that works with most Martech stacks.

The result? Your sales team can focus their energy where it truly matters—closing advanced-stage leads! 

AI is Here to Stay—Use it Thoughtfully 

Artificial intelligence (or AI) was the “buzz” of the conference. To push beyond the hype, conference speakers shared how they are using AI to power everything from predicting lead generation trends to optimizing social media engagement to revolutionize the industry. While speakers were positive about AI, they cautioned against replacing human-driven strategies (remember AI will complement, not replace the human touch). 

Actionable takeaways: 

• Explore AI tools for operational forecasting, lead qualification, and chat functionality
• Invest in training to ensure your team leverages AI for better decision-making. 
• Don’t let the data drive your strategy; decide what to optimize and then choose the data to make it happen

The AI conversation isn’t going anywhere, and operators must balance these tools with the human touch responsibly. 

Transparency Wins Trust—Make Pricing Front and Center 

One undeniable takeaway? Potential residents are increasingly turned off by hidden pricing information. Failure to provide transparency sends prospects to competitors who are more willing to make pricing details accessible. Most operators agree that pricing must be on the website, and many operators are starting to explore dynamic pricing to help them respond automatically to market demands.

Actionable takeaways: 

• Add pricing information to your website in a format that is accessible, clear, and aligned with prospect expectations. 
• Use FAQ pages or videos to demystify your pricing structure and associated costs.
• Leverage chatbots to probe on pricing questions to help your sales team qualify each lead appropriately

Openness about pricing empowers families to make informed decisions and builds confidence in your community. While it may feel risky, transparency is non-negotiable in this competitive market. 

Hyper-Local Marketing Is Key to Engagement 

Building deeper connections on a local scale emerged as a consistent suggestion for improving marketing ROI. Hyper-localization, along with investing in targeted ads and SEO, generates higher-quality leads by speaking directly to the specific needs of nearby prospects. 

Another insightful session advised targeting modern personas like tech-savvy Millennials and Gen Z grandchildren who are heavily involved in decision-making. These groups often conduct online research on behalf of their families, and it’s critical to ensure your messaging resonates with them. 

Actionable takeaways: 

• Focus resources on digital channels that reach your local audience. 
• Speak to tech-savvy decision-makers with innovative, relatable content. 

Local is powerful. Target smarter, not broader. 

Boost Lead Quality with Smarter Digital Ads Management 

Today’s savvy consumers make it more important than ever to drive the right audience to your site. Digital ads are no longer just about keywords—they’re about precision. Target location, care levels, amenities, and even lifestyle preferences to stand out and attract the perfect prospects. 

Here’s how to make your ads work harder for you: 

• Send visitors to the page that aligns perfectly with their search intent. 
• Use AI where it shines—speedy ad creation—not for managing complex strategies. 
• Get clear on your digital ad vendor’s pricing. Avoid those sneaky hidden costs! 

Digital advertising is growing more powerful by the day. Stay ahead by keeping up with trends and tracking performance metrics closely. Or partner with an agency like Markentum (shameless shoutout), where we offer transparent pricing and real-time dashboard access so you always know exactly how your ads are performing. Let’s make your digital ads unstoppable!

Looking Ahead 

If there’s one overarching lesson from this year’s SHN conference, it’s that senior living providers must adapt to stay relevant and competitive. Building trust through transparency, authenticity, and personalized experiences is no longer optional. Leverage tools like AI and follow up (through call centers or virtual sales assistants) to increase efficiency while retaining your humanity. 

At Markentum, we’re passionate about helping senior living providers implement winning strategies that drive results. From localized digital campaigns to content creation, we specialize in making your community stand out. 

Looking to elevate your marketing? Contact us today to learn more about how we can help!