This text is sponsored by Unlock Well being. It’s based mostly on a dialogue with Larry Williams, Director of Development Options at Unlock Well being and Brandon Christiansen, Director of Advertising at Primrose Retirement Communities. This dialogue passed off on February 18th, 2025 on the SHN Gross sales and Advertising Convention.
Senior Housing Information: Whats up everybody, and welcome to the Senior Dwelling Advertising Futurecast: Navigating the Seasons of Change of 2025, sponsored by Unlock Well being.
As senior dwelling advertising continues to evolve rapidly, we all know that gross sales and advertising professionals should adapt to new challenges and alternatives to drive group census development.
Collectively, Larry and Brandon will overview the 2025 Senior Dwelling Advertising Survey to current findings and a complete view of this evolving gross sales and advertising panorama.
Larry, I’m actually excited for this dialog as a result of having three years of information is one thing really precious. You’re beginning to see extra element, extra nuance, and also you’re actually capable of dig into some significant insights.
I feel the most effective place to begin is by speaking about challenges. We’ve seen a whole lot of evolving operational hurdles over the past 5 years, particularly in a post-pandemic atmosphere. So Larry, I need to pivot to you—what have been a few of the variations and challenges this yr in comparison with final yr? What are you seeing?
Larry Williams: If you take a look at 2024 in comparison with 2025, it actually reveals why senior dwelling advertising is so difficult. There’s a lot we’re specializing in. For instance, in 2024, AI wasn’t even included within the graph—it was provided within the survey however got here in at 0 %. This yr, extra persons are saying it’s one in every of their high challenges.
After I see this, it jogs my memory of a Jim Gaffigan quote. He’s a comic with 5 children, and when folks ask him what it’s like having 5 children, he says, “Think about drowning… after which somebody fingers you a child.” That’s sort of what it looks like—there’s already a lot occurring, and now we’re throwing AI integration into the combination.
That stated, I all the time return to the thought of the “North Star.” When issues get overwhelming, return to the story. At all times begin with the story. Take into consideration connecting the dots and piecing collectively what you’re attempting to perform. At its core, it’s all about storytelling.
The opposite factor I’ll say is: be sort to your self. There’s so much occurring. Attain out, discuss to others—this group is nice. You’ve obtained a whole lot of nice distributors, different group members. Drive these conversations.
Brandon and I mentioned this—you had an important LinkedIn put up about imposter syndrome. It’s okay, all of us have it. Simply proceed the conversations, get out of your individual head, and begin small.
SHN: Brandon, bringing you into the dialog—what are the most important working challenges you’re seeing this yr? And the way do these line up with what you’re seeing within the survey outcomes for gross sales and advertising?
Brandon Christiansen: The very first thing that stood out to me once I seemed on the 2025 information was how evenly distributed all of the challenges have been. We’re all going through these points, and so they’re all necessary. There’s not one which’s looming above the others.
However once I layered the 2024 information over it, two massive classes final yr have been associated to competitors—they made up 42 % of the pie. This yr, it’s solely 30 %. So we’re shifting from exterior competitors to extra inner struggles—AI being a type of.
Additionally, price range issues went up 3 % yr over yr. Is it that we don’t have sufficient price range, or are we spreading ourselves so skinny that price range is turning into extra difficult?
That’s my massive takeaway: give your self grace. You’ll be able to’t tackle all the things directly. Take into consideration the right way to execute or handle by means of a associate or vendor. None of us can do all of this alone.
SHN: Positively. And I feel your observe on complexity—and Larry, you touched on it too—is a key theme we’re seeing. For instance, advertising throughout a number of channels elevated 5 % this yr in comparison with final.
Larry, does this mirror rising complexity in reaching totally different stakeholders, or does it counsel there are simply extra folks to succeed in?
Larry Williams: Yeah, I agree—it’s about discovering alternative ways to attach with folks. All of us eat communication in a different way, and we’re attempting to attach with folks at numerous factors of their journey.
It’s not nearly reaching them—it’s about reaching them on the proper time, once they’re in search of info. That’s the place inbound advertising performs a giant position. And bear in mind, there aren’t any random acts of selling. It must be intentional. We’ve the info—let’s leverage it so we could be extra impactful.
SHN: You each talked about AI. It’s an enormous buzzword. From my reporting, it looks like operators are simply starting to discover how their instruments could be improved by AI. Had been there any AI-related outcomes that stunned you?
Larry Williams: I feel it’s a part of a broader tech pattern. On the following slide, we speak about instruments we’re utilizing—chat and AI each stood out.
Communities are studying the right way to leverage AI, however typically really feel overwhelmed. “We have to use it—however how?” Break it down: generative AI, machine studying, predictive analytics. When you perceive the classes, it’s simpler to determine the right way to use them.
And take a look at it in your private life! That’s a good way to check it. For instance, my 11-year-old had a tough day and couldn’t sleep—so I used ChatGPT to create a customized lullaby. Simply to be foolish, however it obtained me desirous about different methods to make use of the tech.
SHN: One other space we seen—there was an 8 % lower in prioritizing differentiation from rivals. Brandon, you touched on how competitors isn’t as top-of-mind anymore. Are operators shifting focus?
Christiansen: Yeah, I’d agree. We’re not essentially attempting to distinguish from one another—however all of us have a typical competitor: the house.
As youthful generations and grownup kids change into extra concerned, there can be extra emphasis on model voice and connection. They need to really feel like they belong to a group. So differentiation is turning into extra about expressing your model’s viewpoint—why ought to somebody care about it?
SHN: Thanks, Brandon. Shifting to evaluation instruments, Larry, we nonetheless see CRMs on the high, which isn’t stunning. However what variances did you discover?
Williams: The highest three didn’t change a lot—however what stood out was chat, which jumped from 37 to 51 %, and AI, which rose from 24 to 44 %.
Chat, particularly, is turning into extra necessary for grownup little one decision-makers. They need fast solutions—possibly even 24/7. Chat additionally makes use of AI to assist qualify leads. It’s a extra environment friendly strategy to keep related. And with AI, simply be sure it’s making you extra human. Let it deal with routine duties so you may deal with significant interactions.
SHN: Brandon, something you’d like so as to add on evaluation instruments?
Christiansen: Yeah, that 12 % leap in chat actually stood out. We talked earlier concerning the “lodge swimming pool” idea: are we including chat simply because we expect now we have to?
Are we truly utilizing it to grasp our viewers higher? Are we analyzing the info, adapting our web sites and workflows? It ought to be extra than simply one other widget.
SHN: From my latest operator conversations, many have been skeptical about chat—however later noticed improved conversion charges. So it’s thrilling to see the way it’s being built-in.
Williams: Positively. And ensure your distributors are connecting your information. We don’t have to drown in information—we have to join it to see the total story.
SHN: Shifting gears, Larry—what stood out to you concerning the place organizations are focusing their advertising efforts?
Williams: During the last three years, search engine optimization and PPC maintain swapping locations on the high. It’s just like the hen and the egg. Just a few years in the past, we leaned extra on web site builds and search engine optimization. Now, we’re main with paid search as a result of it offers rapid outcomes, and we use that information to tell our search engine optimization technique. It’s like renting a home (paid search) versus proudly owning one (search engine optimization). Paid offers immediate entry, however whenever you cease paying, it’s gone. search engine optimization builds long-term fairness.
SHN: Is it about balancing priorities based mostly in your working mannequin?
Williams: It’s about listening. Usually we hear, “Most of our communities are doing effectively, however now we have two struggling.” So we focus our efforts there. However we additionally need to make sure the broader web site basis is robust.
SHN: Brandon, do these tendencies mirror what your group is doing?
Christiansen: Truthfully, the survey principally stole my advertising blueprint. When the price range is tight, PPC drops quick—it’s simple to show off, though you most likely shouldn’t.
However search engine optimization stays long-term. PPC and paid social assist search engine optimization. And none of it issues in the event you don’t have content material value studying. Small groups ought to deal with doing just a few issues very well, somewhat than attempting to do all the things.
SHN: Funds challenges elevated this yr. Your ideas?
Williams: Prioritize. Study new instruments. Paid social, for instance, typically has a decrease CPA than paid search. Deal with ROI.
SHN: Social media additionally continues to evolve. Larry, what did you see this yr?
Williams: It’s going up, and it’ll maintain going up. You’ll be able to inform a extra genuine story by means of social than every other medium. I really like what Gary Vaynerchuk stated—companies worry social media’s disruption, however it’s highly effective if used effectively. Paid social is a good software. Shout out to Dashed—they do superior video work.
SHN: Brandon, how are you desirous about social technique?
Christiansen: That is the primary yr we’re actually proud of our content material—particularly on Fb. Now the purpose is refining technique. We’re asking: what’s the following step for viewers? Go to the web site? Learn a weblog? Social ought to lead someplace.
SHN: Thanks. Now, concerning inner vs. company assist—Larry, what did this yr’s information present?
Williams: It hasn’t modified. Similar percentages. The secret is partnership. Companies carry information and perception. Communities carry data. It must be collaborative.
SHN: Brandon, how are you balancing inner vs. vendor work?
Christiansen: We flipped this yr—went from in-house to including assist. When you’re doing it in-house, that’s wonderful. I discovered a lot from doing it myself.
Now I’ve higher conversations with distributors as a result of I perceive what they’re doing. It’s like how prospects consider us: is that this a long-term match? Can we share values?
SHN: Let’s speak about price range expectations for the following 12 months. Larry?
Williams: I laughed once I noticed this. Final yr, I instructed folks to take a screenshot—as a result of spending elevated. This yr it went up once more—from 49 to 57 %. And it’ll maintain going up. Instruments value cash. Entrepreneurs are extra digitally savvy. It’s a aggressive panorama.
SHN: Brandon, the place’s your group at?
Christiansen: My hope is that the 57 % displays actual funding—not simply inflation. Kudos to entrepreneurs—they’ve finished so much with little or no. And all the time maintain your gross sales workforce shut. Larger high quality leads assist everybody.
Williams: And let the info drive your selections. Don’t spend simply to spend. Leverage what you might have.
SHN: Positively. And at last, inner tradition—Larry, what are you seeing?
Williams: Increasingly more, we’re speaking about advertising as a software for expertise recruitment. I hosted a podcast with Nebraska Medication—they targeted on “retain extra, rent much less.” Advertising uniquely can inform the inner story—by means of geofencing, paid search, and social. Use advertising to assist potential workers see a path ahead inside your group.
Unlock Well being is a full-service advertising company that mixes artwork, science, and data-driven insights to attach customers with care. To be taught extra, go to: https://go.unlockhealthnow.com/senior-living-marketing-agency/
