Shows
Senior Living Marketing PerspectivesSenior Living Marketing Perspectives: Marketing Through StorytellingTopics Discussed and Key Points:
Storytelling versus pitching
Using the and/but/therefore framework to level up all of your communications
Creating your ABT story
Whether to have two separate messages—one for the adult child, one for the parent—when using the ABT framework
Three rules of storytelling
Addressing the COVID elephant in the room
Episode Summary:
In today’s episode, Debbie speaks with Park Howell, a storytelling strategist who helps marketers and content specialists grow their business using the power of the story. He is the host of the Business of Story podcast and the author of the 20...2022-04-2545 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Mastering Content MarketingTopics Discussed and Key Points:
Turning data into great messages that grow your company
Reconciling keywords that people search for with the keywords you use to describe your business
The impact of the pandemic on the senior living industry
Transitioning from marketing to sales—and having synergy between both
Catering your message from the Greatest and Silent Generations to the Baby Boomers
Episode Summary:
In today’s episode, Debbie speaks with writer Robyn Bradley. A self-proclaimed “copy bitch by day and novelist by night”, she is an SEO expert who for two decades has put together...2022-03-1641 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Search Engine Optimization Tips and TricksTopics Discussed and Key Points:
What is a Google Business Profile Gold Product Expert?
Elevating your local search ranking
The importance of keyword research
Building authority in your industry
Taking advantage of voice search
Getting to page 1 on Google
Beating your competitors at the SEO game
Using third-party tools on your Google Business Profile
Episode Summary:
In today’s episode, Debbie speaks with Sherry Bonelli, owner of early bird digital marketing, a Search Engine Optimization (SEO) and digital marketing professional with over 23 years of experience. Early Bird digital marketing serves clients all over the country. Sherry Sherry also holds a...2022-03-1433 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Local Search MarketingTopics Discussed and Key Points:
Why you should treat your business listing on GBP as an extension of your website
Optimizing your listing
Maximizing user experience
Understanding GBP’s Insights and utilizing UTM tags
How reviews impact your ranking
Improving your local ranking
Citation management
Episode Summary:
In today’s episode, Debbie speaks with Claire Carlile, who works at BrightLocal as their Local Search Expert. She also owns her own U.K.-based marketing agency, Claire Carlile Marketing. Focused on making the most out of the digital marketplace, the company specializes in SEO, local SEO, and...2022-02-1042 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Defining the Sales ProcessTopics Discussed and Key Points:
The senior living industry from a sales perspective
Five situations prospects find themselves in
Tailoring your message for lead acquisition versus lead nurturing
Attributes of the best salespeople in the senior living space
The best way to approach personalization
Keys to empathetic selling
Episode Summary:
In today’s episode, Debbie speaks with Leff Bonney, an Associate Professor of Marketing at Florida State University where he teaches both graduate and undergraduate courses in sales and sales management.
Leff has been involved in various consulting projects for major senior living pr...2022-01-3145 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Is print dead?Topics Discussed and Key Points:
Is print dead?
The basics of a successful direct mail campaign
Integrating online and offline marketing seamlessly
Measuring the success of a campaign
Little touches that set your printed material apart
Episode Summary:
In today’s episode, Debbie speaks with Scott Burford, President of Fischer Group, a marketing agency which creates efficient systems that streamline the marketing materials supply chain by providing creative and branding support, cross-media solutions, direct marketing services, fulfillment, and promotional materials.
Fischer aims to answer three questions: 1) How can our marketing team get more do...2021-11-0842 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Utilizing Marketing Channels CreativelyTopics Discussed and Key Points:
How to use trusted marketing channels more creatively today
Attracting young talent into the senior living space for the long-term
The case for providing training for emotional intelligence
How to make employees feel welcome after the marketing campaign
Minimizing your turnover rate
Episode Summary:
In today’s episode, Debbie speaks with John Gonzales, President of Haven Senior Living and Senior Vice President of Haven Senior Investments. With over 30 years of experience in the industry, John shares his experiences and perspectives on the state of today’s senior housing landscape and what...2021-11-0150 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Adam Van Wye Audio2021-10-2745 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: All Things Mailing Lists with Adam Van WyeTopics Discussed and Key Points:
What can we do with lists these days?
How to attract high-value clients
What to know about list pricing
What ailment data tells us
Marketing to the independent living adult versus their adult child
Reaching out to individuals in caregiver roles
How to create integrated campaigns and what kind of results to expect
The relevance of direct marketing in today’s digital world and pull versus push marketing
Episode Summary:
In today’s episode, Debbie speaks with Adam Van Wye of Mailing Lists, Inc. Founded in 1994, Mailing Lists, Inc. offers high...2021-10-2045 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Discussing Senior Housing Providers with Pam SteitzTopics Discussed and Key Points:
Good news for senior living communities in 2021
Why market analysis is valuable to senior housing providers
Penetration rates between different types of providers
Why developers should consider building smaller, more intimate settings to serve as social hubs for seniors
Segments (i.e. independent living) that have fared better than others (i.e. assisted living)
How the industry should innovate or reimagine itself to respond to questions of health and safety in the new normal
When and how to adjust prices or create short-term incentives
Episode Summary:
In today’s episode, De...2021-10-0645 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Operating in the Senior Living Space Post-COVID with Amy McKinleyTopics Discussed and Key Points:
Operating in a completely virtual environment
How salespeople can effectively address concerns related to COVID-19
Introducing empathy in the call and building a genuine relationship with the prospect with a no-touch system
The senior living space in a post-COVID world
Episode Summary:
In today’s episode, Debbie speaks with Amy McKinley, a 35-year veteran of the senior living space and the Co-Founder and CEO at Senior Source Consulting Group.
Amy discusses the overnight reality of having to advise providers on selling their community in a no-touch environment. Amy sa...2021-09-2352 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: All Things Paid Search with Jay BuerckShow Notes: Senior Living Marketing Perspectives - Jay Buerck
Topics Discussed and Key Points:
How the pandemic has impacted organic and paid search in the senior living space
Differences between Google and Bing for paid search
How to maximize organic search and, later, complement it with paid search
The steps to mapping out an effective SEO strategy
First-touch versus retargeting campaigns
Paid ads on Facebook versus Google and Bing
How to set proper expectations when running ad campaigns
Episode Summary:
In today’s episode, Debbie speaks with Jay Buerck, Director of Strategy at Di...2021-09-2346 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Solving the Occupancy Puzzle with Julie PodewitzTopics Discussed and Key Points:
Why Julie decided to write a book specifically about the Regional Director role
How Regional Directors can develop productive relationships with different departments
How Regional Directors can plan their site visits in a way that is appropriate and adds value to all parties
How Regional Directors can create a system for higher conversions and set expectations with their team
Julie’s three-person coaching model for effectiveness
Why the senior housing lost/mismanaged lead statistic has not improved since 2007
Episode Summary:
In today’s episode, Debbie speaks with Julie Podewitz, Chief Sale...2021-09-0240 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Business, Sales and Marketing Advice with Doug DavidoffTopics Discussed and Key Points:
How businesses can communicate with their target market to design better services
Creating an environment that makes prospects stay comfortable while in the pipeline
Tried-and-true advice for all sales professionals
The ever-evolving relationship between sales and marketing
Considerations around “high-tech, high-touch”
Identifying the touches that matter and ignoring those that do not matter
How letting go of (your feeling of) control gives you more control as a company
Creating a solid structure for your business to spark more creativity among your team
The truth about friction in the sales process and how to use...2021-03-1958 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Adopting New Technology to Promote Well-Being with SagelyTopics Discussed and Key Points:
How Sagely’s platform adds convenience for everyone in a senior care facility
The importance Sagely places on personal, one-on-one connection
How operators can take advantage of Sagely’s technology to reduce prospect friction
Helping residents adopt new technologies
Activities that have the highest engagement and preparing for the next generation
Customizing Sagely’s platform to different groups
Sagely’s remote learning capabilities and future on-demand initiatives
Episode Summary:
In today’s episode, Debbie speaks with Hollie Kemp, Chief Operating Officer at Sagely, a Honolulu-based IT company that “marries the p...2021-01-2542 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: The Science of Conversions and Optimization with Brian MasseyTopics Discussed and Key Points:
Looking at the science of conversion and not just the art
Using behavioral science to understand the thought process of prospects
What data we should be looking at that informs strategic conversations with prospects
Tools to help track engagement metrics
Updating your website and communication tools to adapt to social distancing limitations
Designing a website that gradually educates cold prospects to warm them up over time
Creating content and designing web pages for different segments
Designing your website as a draftsman rather than as an artist
Optimizing your website for the mobile experience
2021-01-0549 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Evaluating your Digital Presence with Andy CrestodinaTopics Discussed and Key Points:
How the senior care space has transformed in 2020
Managing your online reputation
When and how to update your website
Differentiating yourself with intentional copy
Pushing sales messaging into the marketing funnel
Creating content in 2021
Maximizing the conversion experience by incorporating flow
When to automate your processes
What tools operators should consider for their 2021 marketing budget
Episode Summary:
In today’s episode, Debbie speaks with Andy Crestodina, co-founder and Chief Marketing Officer at Orbit Media, an award-winning 38-person digital agency in Chicago.
The challenges we have seen in 2020 accelerated the...2020-12-1744 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Uncovering New Insights in the Senior Living Industry with Alex Fisher from SherpaTopics Discussed and Key Points:
Insights uncovered about the senior living industry in March, April, and May
Making the best out of fewer leads
Adapting sales training and hiring practices to the new normal
Confronting fears by tapping into your motivations
Episode Summary:
In today’s episode, Debbie speaks with Alex Fisher, Co-Founder of Sherpa CRM. As the impact of COVID-19 continues to influence all major business decisions, Debbie and Alex discuss data insights for March, April, and May, released recently by Sherpa.
This data provides a qualitative indication of the sales and ou...2020-12-0754 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives Talking Elder Resource Benefits Consulting with Patty ServaesTopics Discussed and Key Points:
A primer on the VA’s Pension Benefit
Potential amounts that veterans and/or their spouses can avail of with the VA Benefit
Assets and other factors that count toward eligibility for the VA Benefit
The time it takes to receive the VA Benefit
The role of annuities
How senior living operators are leveraging the Benefit and where they can improve
Episode Summary:
In today’s episode, Debbie speaks with Patty Servaes, a VA accredited agent and the founder of Elder Resource Benefits Consulting. ERBC was founded in 2005 to help seni...2020-12-0145 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Welcome Home - A CRM Platform for Senior LivingTopics Discussed and Key Points:
How John came to develop a CRM platform specifically for the senior living space
Welcome Home’s five, non-negotiable pillars for an industry-friendly CRM
Giving operators greater freedom of choice through integration
The impact of Welcome Home’s CRM on a community’s bottom-line
Episode Summary:
In today’s episode, Debbie speaks with John Lariccia, founder of Welcome Home, which provides a CRM platform designed specifically for senior housing and care.
John identified the gap in the market upon understanding that the sales process is particularly difficult within the seni...2020-11-2341 minSenior Living Marketing PerspectivesLearn About Senior Living Growth Advisors with Scott McCorvie: How the Pandemic has affected the Senior Living IndustryTopics Discussed and Key Points:
How Scott’s passion for senior living led to the founding of Senior Living Growth Advisors and his podcast
The impact of COVID-19 on Senior Living Growth Advisors
How the pandemic affected design in the senior living communities, both existing and in development
Adapting to restrictions and other lifestyle changes brought about by social distancing measures
Emerging technologies operators are using to redefine the senior living experience
Episode Summary:
In today’s episode, Debbie speaks with Scott McCorvie, President of Senior Living Growth Advisors, and host of The Inner Circle of S...2020-10-1254 minSenior Living Marketing PerspectivesMom's House: Connecting Families Selling their Senior Parent's Homes with BuyersTopics Discussed and Key Points:
The motivation to create Mom’s House
How Mom’s House’s certified home buyers save families’ time and money
Growing the Mom’s House network of home buyers and senior living communities
Episode Summary:
In today’s episode, Debbie speaks with Ben Rao, Co-Founder of Mom’s House, a platform which connects certified home buyers with families who are in the process of selling their senior parent’s house. Mom’s House is known today as “the nation’s largest senior home buyer network”.
At some point during Ben’s career as a...2020-10-0722 minSenior Living Marketing PerspectivesLearn About SMASH- the Senior Care Marketing and Sales Summit-with Senior Care EventsTopics Discussed and Key Points:
The origin of the SMASH conference
How SMASH has evolved over the years
Topics to expect at SMASH 2020
Lead generation, conversion, and management during and after COVID-19
Reimagining sales and marketing in the new normal
Interacting with prospects with virtual tools
Episode Summary:
In today’s episode, Debbie speaks with Bailey Beeken, President of Senior Care Events and the Founder of SMASH—the Senior Care Marketing and Sales Summit.
Bailey discusses the concept behind SMASH, which was established in 2013. This series of conferences brings together C-level executives in the s...2020-08-2844 minSenior Living Marketing PerspectivesRe-imagining Marketing Strategies in the Senior Living Industry During Turbulent Times with Jeannette McClennanTopics Discussed and Key Points:
How senior living providers can change their marketing strategy following the impact of COVID-19
Reframing the message of an industry under fire by mainstream media during the pandemic
Why websites should not limit their assurances regarding COVID-19 to a single page
Tips on using visual materials such as infographics to improve a brand’s messaging
Differentiating your assisted living facility from a nursing home
Episode Summary:
In today’s episode, Debbie speaks with Jeannette McClennan, Co-Founder and President of McClennan Masson and co-author of the book Innovators Anonymous (2018).
Aske...2020-08-2641 minSenior Living Marketing PerspectivesJennifer Hastings Connects Families with Residents Through Engaging Marketing CampaignsTopics Discussed and Key Points:
How putting a pause on move-ins affected Northbridge
The “Northbridge Good Vibes” campaign
Platforms that Northbridge is using to connect with families
Northbridge’s creative magazine ad that focused on the people rather than the facility
What prospects will look for in a senior living community going forward
The “Behind the Mask” campaign
Episode Summary:
In today’s episode, Debbie speaks with Jennifer Hastings, Vice President of Marketing at Northbridge Companies.
In March 2020, Northbridge made the decision to shut down move-ins as other assisted living communities have done in the wake...2020-08-1142 minSenior Living Marketing PerspectivesDan Tyre Unleashes a Treasure Trove of Inbound Marketing Best PracticesTopics Discussed and Key Points:
How the internet and social media changed the lead generation game
Why marketing is more important than sales
Qualities of an inbound organization
The basic philosophy and foundational principles of inbound marketing
What touchpoints to put in place to qualify leads as reliably and efficiently as possible
Why having happy customers is more important today than ever before
The difference between marketing qualified leads and sales qualified leads and how to advance each
A primer on lead scoring
Best practices around workflows and marketing automation
Why use HubSpot?
Episode Summary:2020-08-0350 minSenior Living Marketing PerspectivesToday's Senior Living Prospects Have a Greater Sense of Urgency About Their Senior Living Options: How Do You Get Them UnstuckTopics Discussed and Key Points:
Roobrik’s purpose and unique approach to gathering data
Gathering data and building trust via anonymous “conversational assessments”
What senior living operators can learn from data gathered by Roobrik
How COVID-19 has impacted prospect behaviors and uncertainties
Other potential uses for Roobrik’s decision science technology
Episode Summary:
In today’s episode, Debbie speaks with Nate O’Keefe, Founder and CEO of Roobrik, “a survey or decision tool that helps older adults and families get unstuck [and] activate that audience that is right on the cusp. How can we help them understan...2020-07-0852 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: What the Most Successful Senior Living Companies During the Pandemic are Doing DifferentlyTopics Discussed and Key Points:
The new channels Leading Response is leveraging to continue introducing people to their clients
Is direct mail still a useful marketing tool today?
What types of content are prospects looking for in the new normal?
How to nurture and advance leads who are already in the pipeline
Measuring ROI
An easy way to double your click-through rate
What the most successful senior living companies during the pandemic are doing differently
Episode Summary:
In today’s episode, Debbie speaks with Val Whitman, VP of Senior Living at LeadingResponse, on marketing, thought le...2020-06-1739 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Capturing the Essence of Your Residents to Market LifestyleTopics Discussed and Key Points:
The lackluster quality of most stock photos depicting seniors
What it is like to work with 80+-year-old models, including those with cognitive disabilities
Why Tom incorporates stories into his photos
How senior living facilities can improve their marketing by showcasing quality photos
Justifying the cost of quality photoshoots for marketing purposes
Rebuilding trust in senior living communities post-COVID 19 through photography
Episode Summary:
In today’s episode, Debbie speaks with Tom Sanders, a professor of photography at Savannah College of Art and Design and the founder of Senior Living Pho...2020-06-0530 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: Reimagining the Prospect JourneyTopics Discussed and Key Points:
Key impacts of COVID-19 on the senior living industry in China
The importance of building relationships with prospects amid COVID-19
Useful technologies and other strategies to engage with prospects during quarantine
How to “check the temperature” of your lead base during these turbulent times
Training salespeople that can effectively navigate the current climate
Episode Summary:
In today’s episode, Debbie speaks with Jeff Gronemyer, Director of International Census Development with Meridian Senior Living. He gives a global perspective on the impact of COVID-19 on the industry. Overseeing sales efforts...2020-05-2954 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives: The Secret Sauce for Successful Live ChatTopics Discussed and Key Points:
SiteStaff Chat’s edge over other conversion services
The two types of prospects that chat support representatives typically engage with
How SiteStaff’s engagement specialists conduct conversations with prospects
The importance of earning the right to ask for a prospect’s personal information
Why Bill is passionate about empathy and culture
Episode Summary:
In today’s episode, Debbie speaks with SiteStaff Chat Founder Bill Jennings on how prospects for senior living facilities engage with Chat’s online support staff. Bill founded his company as a response to the many other...2020-05-2356 minSenior Living Marketing PerspectivesSenior LIving Marketing Perspectives with Mike MillerTopics Discussed and Key Points:
The importance of creating an effective sales culture
How to develop a sales training process
Practical advice on empathetic selling to maximize your existing database when COVID-19 has slowed down the flow of new leads
Lessons learned by Mike after having done over 150,000 mystery shops
Episode Summary:
In today’s episode, Debbie speaks with Mike Miller, President and CEO of Primo Solutions, LLC, and the author of Selling at Combat Speed (2008) and Stop Selling & Start Caring (2011). They discuss the core message of Mike’s newest book which, while alway...2020-05-1255 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives with Dan HutsonTopics Discussed and Key Points:
What direction should marketing and communications take amid COVID-19?
The power of “sharing, not selling” as a long-term approach to business development
Why your organization should shift from crisis communication to resource communication
How to get people comfortable about potentially moving into a senior living community during a pandemic
What can we learn from this situation, marketing and communications-wise, to become better prepared should another crisis hit?
Episode Summary:
In today’s episode, Debbie speaks with Dan Hutson, Marketing Strategy and Communications consultant. The pair discuss best practices around...2020-05-0652 minSenior Living Marketing PerspectivesSenior Marketing Perspectives with Julie PodewitzJulie Podewitz - Chief Sales Officer at Vitality Living: Vitality Living has found great success using new marketing, sales and communication channels during the COVID pandemic. Their brand reach has quadrupled and their teams are successfully adopting new technologies to attract, nurture and close sales. Julie shares their best practices and results. Get ready to be inspired!
2020-05-0250 minSenior Living Marketing PerspectivesSenior Living Marketing Perspectives with Carlene MottoThe senior living industry has weathered hurricanes, earthquakes, tornadoes and fires. But COVID-19 is requiring a whole new playbook. Join us for the inaugural podcast as we discuss lessons learned during COVID-19 and making the most of this unique situation.
2020-04-2137 min