Slicing-edge know-how like AI has its makes use of in senior dwelling gross sales and advertising and marketing – and its fair proportion of pitfalls.
On the one hand, information analytics will help operators parse gross sales leads and broaden their attain with prospects. Then again, know-how like AI is barely nearly as good because the assist and infrastructure that operators construct round it. Operators ought to weigh their choices earlier than making massive investments, and be sure that no matter they’re utilizing doesn’t get rid of empathy and a human-to-human connection.
Both means, senior dwelling gross sales and advertising and marketing tech is advancing quickly, and operators ought to put together accordingly, in keeping with Robin Visser, director of selling and digital methods for Christian Residing Communities (CLC). The Englewood, Colorado-based operator has 9 communities.
A couple of yr in the past, AI instruments have been of their “toddler section,” she stated. This yr, AI instruments are in “center college” and nonetheless getting extra complicated.
“Subsequent week, they may very well be in grad college,” Visser stated throughout a panel on the latest Senior Housing Information Gross sales & Advertising and marketing convention in Bonita Springs, Florida. “Buckle up and journey the journey.”
How Phoenix, CLC use AI in gross sales and advertising and marketing
In 2025, senior dwelling operators are utilizing AI instruments of their gross sales and advertising and marketing processes to summarize calls, stage models so prospects can see them with furnishings, practice staff and higher stand out in net searches.
Visser stated her groups are using AI-driven content material to assist “lower the fluff” from its web site by eradicating flowery language and being extra resourceful, which helps rating larger with AI overviews on platforms resembling Google, significantly with how the platform is pushing its summaries for searches. Visser famous this might change the way in which search features work as a complete.
“We’re already hedging our guess in opposition to that point when possibly search goes away, and we’re going to have already got that content material,” Visser stated.
Buyer relationship administration (CRM) methods can also profit from added AI instruments, stated Phoenix Senior Residing Vice President of Advertising and marketing Justin Harden. The Roswell, Georgia-based firm has 44 communities in 9 states.
Phoenix Senior Residing has paired its new CRM, with instruments that categorize residents in keeping with their place within the senior dwelling gross sales journey. Potential residents are separated into buckets together with new inquiry, pre-tour, tour scheduled, submit tour and able to transfer in. Phoenix is also scoring leads primarily based on buyer interactions on its web site.
Phoenix is utilizing AI to roleplay situations with gross sales workers and sharpen their abilities, which Harden sees as an untapped alternative for the broader senior dwelling trade.
Phoenix additionally takes benefit of AI to transcribe and share calls with prospects and makes use of generative AI to brainstorm new social media posts. Shifting ahead, Harden added he may see native search outcomes from bought map packs being labeled as AI generated like they’re on packages resembling Google pictures and TikTok.
Regardless of these makes use of, Phoenix and Harden are cautious to not implement know-how merely to implement it. Equally, senior dwelling operators should have the infrastructure to assist the know-how they need to use, from guaranteeing communities have wi-fi high-speed web to connecting analytical instruments to helpful information.
“Don’t go making an attempt to sort things that aren’t essentially damaged,” Harden stated.
Though some AI instruments let customers generate pictures with prompts, Visser cautioned that senior dwelling prospects can “inform one thing is off.” Thus, she advises in opposition to utilizing AI pictures in advertising and marketing supplies.
Moreover, she harassed the significance of operators seeking to undertake AI packages to make use of paid subscriptions to assist shield firm information and the content material being produced. Some free AI platforms are educated off all information put into them, which means “you’re serving to individuals be taught out of your information.”
AI nonetheless can’t substitute human contact
As many senior dwelling firms would say, senior dwelling is a relationship enterprise and empathy, belief and transparency are held in excessive regard amongst potential residents and their households. Though AI can save time, it might probably’t substitute a human being on the finish of the day.
CLC mandates that its advertising and marketing supplies should be at the very least half-created by people, Visser stated. Harden echoed the sentiment.
“Our seniors are trusting us to care for his or her family members,” he stated. “Whereas AI and automation makes it simpler for us, we can not lose our north star. We’re individuals centered.”
Visser added that whereas AI and language studying fashions are enhancing, they’re nonetheless lacking the “intrinsic values of empathy.” CLC experimented with AI personas that simulated potential prospects that may obtain advertising and marketing supplies for an upcoming group. Whereas she stated most have been “useless on,” the corporate’s advertising and marketing staff nonetheless reviewed the top product for high quality and consistency.
“It’s going to be a associate with us, however I don’t assume it’s going to ever take over or get rid of the necessity for human beings in creating content material,” Visser stated.
