News Summary
The SHN Sales and Marketing Conference showcased essential insights for 2025, highlighting shifting marketing trends in senior living. Experts discussed the rise of AI, budget concerns, and the importance of storytelling and transparency in building relationships with prospective residents, amid a backdrop of increasing demand for senior living solutions.
Exploring Future Trends in Senior Living Marketing: Insights from the SHN Conference
On February 18th, 2025, industry experts gathered at the SHN Sales and Marketing Conference to discuss the evolving landscape of senior living marketing. The event brought lively conversations centered around the 2025 Senior Living Marketing Survey, which analyzed three years of data to uncover crucial trends and challenges facing the industry.
The Shift in Focus: From Competition to Internal Challenges
As the discussions unfolded, it became clear that the marketing challenges of 2025 look quite different than those of prior years. Larry Williams, the Director of Growth Solutions at Unlock Health, and Brandon Christiansen, Director of Marketing at Primrose Retirement Communities, noted a marked shift in the senior living sector. In a surprising turn, the concern surrounding artificial intelligence (AI) integration had risen significantly. While AI was not seen as an obstacle in 2024, it has quickly transformed into a major focus for marketers this year.
This pivot towards internal issues is evidenced by a 3% increase in budget concerns year-over-year in 2025. The emphasis is clearly shifting towards managing resources efficiently and embracing technological advancements, rather than battling external competition.
Adapting to Marketing Trends
The findings reveal that marketing challenges are now more evenly spread across various categories compared to the previous year. One of the standout statistics highlighted during the conference was the 5% increase in the use of multi-channel marketing strategies, a must-have in today’s digital era.
Moreover, storytelling has emerged as a vital component in connecting with prospective residents. Larry Williams emphasized that effectively telling a community’s story can greatly influence potential clients’ emotional connections with their future home. The integration of technologies such as generative AI, machine learning, and predictive analytics are all areas that communities are starting to explore to enhance these narratives.
Keeping Up with Communication Trends
Another significant trend noted was the increased reliance on chat tools, which have surged from 37% to an impressive 51% among communities, facilitating swift communication with decision-makers. This shift illustrates how vital real-time engagement has become in the decision-making process for prospective residents.
As communities adapt their strategies, the role of AI in qualifying leads and managing customer interactions has grown tenfold, leading to improved engagement and more personalized experiences for potential residents. Interestingly, there was an 8% decrease in the emphasis on differentiating from competitors, with many communities now seeing their home as the main competitor.
Strategies for Success in a Competitive Landscape
Moving forward, operators are expected to tailor their marketing strategies to focus on their brand voice and strengthening their community connections. Utilizing Search Engine Optimization (SEO) and Pay-Per-Click (PPC) strategies will be paramount, requiring a strategic balance between achieving immediate results and fostering long-term brand equity.
In light of rising costs, the average community fee saw an increase from $2,551 in 2022 to $2,899 in 2023, prompting communities to reevaluate their approach to concessions. Interestingly, there has been a noticeable decline in the waiving of community fees, leading to a clearer push towards transparent pricing and consumer education in the senior living sector.
Building Trust Through Transparency and Relationships
Another key takeaway from the conference was the importance of fostering authentic relationships with prospective residents. Executives and operational leaders are now expected to be more engaged in the sales process, with transparency regarding pricing, care services, and lifestyle options being essential for building consumer trust.
As social media continues to play a powerful role in storytelling, authenticity in marketing becomes crucial. Collaborating effectively between in-house teams and external vendors is important for enhancing marketing initiatives and achieving success.
A Bright Outlook Ahead
Despite the challenges, the sales outlook for 2025 remains optimistic, buoyed by increasing demand for senior living and a limited supply of new communities. However, to thrive in this new environment, communities need to enhance their follow-up practices and lead nurturing processes to improve occupancy rates.
In conclusion, continued investment in sales coaching and training is anticipated as communities aim to elevate retention and occupancy rates throughout 2025. As the senior living industry evolves, embracing change and transparency while fostering meaningful connections will be crucial elements for success.
Deeper Dive: News & Info About This Topic
HERE Resources
Big Changes Ahead for Michigan’s Healthcare Scene
PCL Construction Ranks 91st on Fortune’s 100 Best Companies to Work For List
Nursing Homes Turn to ‘Edutainment’ to Spice Up Marketing Strategies During Super Bowl
Detroit’s Home Repair Programs Facing Budget Challenges
Novi Home & Garden Show 2025 Returns with Exciting Features
Novi Residents Weigh In on New $120 Million Safety Proposal
Novi Home Show Displays Stylish Manufactured Homes
Transforming Homes for Accessibility with HandyPro of Farmington Hills
Northern Michigan Home and Outdoor Living Show Unveils Renovation Possibilities
Home Renovation Scandal Raises Red Flags for Homeowners
Additional Resources
- Senior Housing News: Navigating the Seasons of Change in 2025
- McKnight’s Senior Living: Positive Outlook for Senior Living Industry
- I Advance Senior Care: Storytelling in Senior Care Marketing
- GlobeNewswire: Legend Senior Living Appoints VP of Marketing
- McKnight’s Senior Living: Sales Strategies in Senior Living
- Wikipedia: Senior Living
- Google Search: Senior Living Marketing Trends
- Google Scholar: Senior Living Marketing
- Encyclopedia Britannica: Senior Living
- Google News: Senior Living News
