Summary

In this conversation, Jerry Vinci and Jen Davis discuss the technical aspects of paid search campaigns in the senior living industry. They cover topics such as budget allocation, targeting, lead quality, and measuring ROI. They emphasize the importance of understanding the unique needs and preferences of the senior living audience and tailoring advertising campaigns accordingly. They also highlight the shift in the industry from a health-centric focus to a lifestyle-centric focus, and the need to reposition senior living communities as vibrant and engaging places to live. Overall, the conversation provides valuable insights for senior living marketing and sales professionals.

They also cover topics such as analyzing year-over-year data, budget pacing, the importance of lead quality, and the use of responsive ads. They compare the advantages of using Google and Bing for advertising and highlight the benefits of testing new strategies. The conversation concludes with a reminder that successful lead generation requires a combination of effective advertising and a strong community and sales team.

Takeaways

• Understanding the technical aspects of managing a paid search campaign is crucial for success in the senior living industry.
• Budget allocation should consider the location of the facility, targeting preferences, and the target audience.
• Lead quality and conversion rates are important metrics to track and measure the success of paid search campaigns.
• The shift in the senior living industry from a health-centric focus to a lifestyle-centric focus requires repositioning and tailored advertising strategies.
• Paid search campaigns can provide quick wins and fill the lead pipeline while SEO efforts catch up.
• Monitoring click-through rates, impressions, clicks, and leads on a regular basis helps optimize ad spend and campaign performance. Analyzing year-over-year data can provide valuable insights for budget pacing and identifying trends in lead generation.
• Lead quality is crucial in paid search campaigns, and it's important to understand where leads are coming from and adjust strategies accordingly.
• Responsive ads allow for more flexibility and customization in ad copy, helping to resonate with both older adults and their families.
• Both Google and Bing have their advantages, and it's worth testing campaigns on both platforms to maximize reach and results.
• Testing new strategies and analyzing results is key to optimizing paid search campaigns and identifying what works best for each community.
• Successful lead generation requires a combination of effective advertising and a strong community and sales team.

Chapters

00:00 Introduction and Overview

02:40 How Jen Got Started in Paid Search Marketing

07:07 The Shift to Lifestyle-Centric Marketing

08:29 Budget Allocation and Targeting

15:38 Understanding Search Intent and Location

19:17 Tracking ROI of Paid Search Marketing

25:20 Monitoring Metrics for Campaign Effectiveness

31:43 Optimizing Budget and Automation Tools for Paid Search

35:28 Creating Effective Responsive Ads for Senior Living

43:37 The Differences Between Google and Bing for Senior Living Campaigns

49:34 Additional Features and Functionalities to Consider in Google and Bing

51:36 Testing Strategies and Analyzing Lead Quality and Conversion Rates

53:32 Understanding How People Search and Adjusting Ad Copy

Summary

In this episode, Jerry Vinci interviews Larry Mikell, the Deputy Executive Director of America's Senior Living, about the intricacies of acquiring senior living communities. Larry shares his personal connection to the industry and how he was drawn to the opportunity to provide better care for older adults. They discuss the fragmented nature of the senior living industry and the challenges and opportunities it presents for acquisitions. Larry explains the typical process for acquiring a senior living community, including evaluating the seller's psychology, conducting property inspections, and assessing the value of digital assets. They also explore the challenges of meeting the housing needs of the growing senior population and the importance of providing quality care and amenities. Finally, they touch on the issue of aging inventory and the need to ensure that newly acquired properties meet modern standards. America Senior Living focuses on acquiring and revitalizing existing senior living communities, with a focus on the lower and middle market. They repurpose and renovate older buildings to create senior safe properties, and also convert hotels into senior living communities. They conduct market analysis to ensure their communities remain competitive and affordable for residents. Their future goals include adding 1,000+ beds to their portfolio and creating a product that meets the needs of the middle market. They emphasize the importance of having a passion for the senior living space and adding value to the community.

Takeaways

• Acquiring senior living communities involves evaluating the seller's psychology, conducting property inspections, and assessing the value of digital assets.
• The senior living industry is highly fragmented, with various types of communities and facilities catering to different needs.
• Meeting the housing needs of the growing senior population requires providing safe communities, quality care, good food, and a range of amenities.
• The challenge of aging inventory in senior living communities necessitates ensuring that newly acquired properties meet modern standards.
• The senior living industry needs to adapt to the increasing life expectancy and changing retirement age of older adults. America Senior Living focuses on acquiring and revitalizing existing senior living communities in the lower and middle market.
• They repurpose and renovate older buildings to create senior safe properties, and also convert hotels into senior living communities.
• Market analysis is conducted to ensure their communities remain competitive and affordable for residents.
• Their future goals include adding 1,000+ beds to their portfolio and creating a product that meets the needs of the middle market.
• Having a passion for the senior living space and adding value to the community are key factors for success.

Chapters

00:00 Introduction

01:59 What Brought Larry to the Senior Living Industry

05:34 Fragmentation of the Senior Living Market

07:09 The Acquisition Process for a Senior Living Community?

09:30 Including Digital Assets in an Acquisition Deal

13:26 Factors to Consider When Evaluating an Acquisition

14:22 Senior Housing Demand's Impact on Acquisitions

18:21 Life Expectancy's Impact on Affordable Housing

20:45 How Aging Inventory is Addressed Through Acquisitions

28:13 Operating Standards During Acquisitions

30:15 Staying Competitive and Affordable for New Residents

32:03 Competition in the Lower Middle Market

36:00 Branding and Re-Branding During Acquisitions

37:48 Future Outlook for America Senior Living

39:23 Advice to Others Looking to Make an Impact in Senior Living

Summary

In this conversation, Jerry Vinci interviews Angela DeWood, the deputy executive director at Carnegie East House in New York City. They discuss the unique living experiences and enriched housing provided by Carnegie East House. Angela shares her journey into the elder care field and how her international travels have influenced her approach to senior living. They also talk about the integration of the vibrant energy of New York City into the daily lives of the residents, the partnerships with cultural institutions, and the tailored programs and activities offered to cater to the needs and interests of seniors in an urban environment. Carnegie East House, a nonprofit assisted living community in Manhattan, faces unique challenges related to noise, safety, and accessibility. The increase in e-bike traffic in the city has created a free-for-all situation that needs regulation. The community is working on addressing these issues through advocacy and community events. The central location of Carnegie East House, near public transportation, makes it convenient for residents and their families to visit. As a nonprofit, Carnegie East House focuses on individualized care and affordability, offering a spend-down program for residents who may run out of money. The community aims to evolve its offerings to meet the changing needs of residents and improve amenities.

• Connect with Angela
• Learn more about Carnegie East House
• Learn more about James Lennox House

Takeaways

• Carnegie East House in New York City is redefining enriched housing for older adults by offering unique living experiences and more than just care.
• Angela DeWood's journey into the elder care field was motivated by her connection to older adults and the wisdom they possess.
• The location of Carnegie East House in the heart of New York City allows for easy access to cultural institutions and enhances the daily lives of the residents.
• The community focuses on keeping residents independent and thriving, and tailors programs and activities to their individual interests and needs.
• Partnerships with cultural institutions like the Alvin Ailey School for Dance and the 92nd Street Y provide residents with enriching experiences and opportunities.
• The building design of Carnegie East House prioritizes accessibility and ease of movement for older adults. Carnegie East House faces challenges related to noise, safety, and accessibility in Manhattan, particularly due to the increase in e-bike traffic.
• The community is actively working on addressing these issues through advocacy and community events.
• The central location of Carnegie East House near public transportation makes it convenient for residents and their families to visit.
• As a nonprofit, Carnegie East House focuses on individualized care and affordability, offering a spend-down program for residents who may run out of money.
• The community aims to evolve its offerings to meet the changing needs of residents and improve amenities.

Chapters

00:00 Introduction and Background

01:52 Angela's Journey into Elder Care

04:59 The Influence of Travel on Senior Care

09:10 Integrating the Vibrant Energy of New York City

17:00 Transitional Opportunities for Potential Residents

22:03 Prioritizing Independence and Personalized Care

23:28 The Impact of Location and Design on Quality of Life

26:05 Regulating E-Bike Traffic for Resident Safety

28:37 Safety and Accessibility Challenges

32:03 Easy Access to Transportation

33:28 The History of Carnegia East House as a NonProfit

35:01 Providing Affordable Care

36:50 Unique Programs: Spend-Down and Garden-to-Table

39:19 Individualized Care Approach

44:10 Creating a Home-like Environment

45:54 Future Planning - Improving Amenities and Services

50:00 Future Plans and Rebuilding

Summary

In this episode, Jerry Vinci discusses the three most common objections senior living sales teams face: cost concerns, fear of losing independence, and denial of the need for senior living. He provides strategies for overcoming each objection, emphasizing the importance of empathy, transparency, and value demonstration. Vinci also addresses the objections related to unexpected costs and comparing options. In addition, he explores the objections related to loss of independence, including decision-making, privacy concerns, personal routines, and home modifications. Finally, Vinci tackles the objection of denial of need and offers a six-step strategy for addressing it.

Takeaways

• The three most common objections faced by senior living sales teams are cost concerns, fear of losing independence, and denial of the need for senior living.
• To overcome cost concerns, sales teams should empathize with financial concerns, clearly outline cost structures, and demonstrate the value of the services provided.
• When addressing objections related to loss of independence, sales teams should highlight the variety of choices and flexibility available in senior living communities, share success stories, and offer trial stays or tours.
• To address the objection of denial of need, sales teams should start with empathy, educate potential residents and their families about modern senior living, customize the conversation to address specific concerns, share success stories, offer trial stays or tours, and highlight choices and flexibility.
• Transparency, empathy, and value demonstration are key in overcoming objections and building trust with prospective residents and their families.

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Chapters

00:00 Identifying Common Sales Objections in Senior Living

01:39 Addressing Cost Concerns

02:13 Addressing Overall Affordability

04:26 Objections Due to Unexpected Costs

06:45 Objections over Value for Money

09:23 Objections over Financial Commitment

11:27 Objections when Comparing Options Or Lack Thereof

13:36 Loss of Independence Objection

14:00 Loss of Decision-Making

15:34 Objections Over Privacy Concerns

17:02 Objections over Established Personal Routines

18:25 Objections Due to Home Modifications

20:11 Objections Due to Denial of Need

24:22 6 Steps to Get Prospects to Say Yes

Summary

This episode explores the importance of brand identity in senior living communities. Brand identity goes beyond logos and taglines; it is the soul of the community that creates a sense of belonging for residents and their families. Core values play a crucial role in shaping the culture of the community and guiding decision-making. Storytelling is a powerful tool for showcasing the vibrancy and diversity of the community. Design and aesthetics create a welcoming space that resonates with residents. Community engagement fosters a sense of belonging and connection. Digital marketing is a dialogue that invites conversations and strengthens the community's brand identity.

Takeaways

• Brand identity is the soul of a senior living community and creates a sense of belonging for residents and their families.
• Core values shape the culture of the community and guide decision-making.
• Storytelling is a powerful tool for showcasing the vibrancy and diversity of the community.
• Design and aesthetics create a welcoming space that resonates with residents.
• Community engagement fosters a sense of belonging and connection.
• Digital marketing is a dialogue that invites conversations and strengthens the community's brand identity.

Chapters

00:00 Brand Identity: Creating a Unique Vibe

03:29 Core Values: Shaping Community Culture

11:45 Design and Aesthetics: Crafting a Welcoming Space

13:41 Community Engagement's Role in Brand Enhancement

15:16 Utilizing Your Brand in Marketing Initiatives

18:27 Connect with Us

Summary In this conversation, Jerry Vinci interviews Thomas Sanders, a renowned photographer and filmmaker specializing in senior living photography. They discuss the power of storytelling through photography and filmmaking in the senior living industry. Sanders shares his attraction to the industry and how he started by photographing seniors in a living community. They also discuss the evolution of visual storytelling in senior living and the need for more authentic and diverse imagery. Sanders emphasizes the importance of showcasing physical activities and modern lifestyles to appeal to the baby boomer generation. He also shares some unique storytelling moments and projects he has worked on. In this conversation, Tom Sanders discusses the importance of authenticity in photography and filmmaking for senior living communities. He emphasizes the need to accurately represent the community and its residents, avoiding virtue signaling or misrepresentation. Sanders explains how his approach differs based on the type of senior living environment, such as independent living or memory care. He highlights the significance of natural light, showcasing residents near windows to create a more positive and vibrant atmosphere. Sanders also discusses the coordination and pre-production involved in photo shoots, including the importance of resident preparation and attention to detail.

Visit his website https://www.seniorlivingphotography.com/

Photo & Video Credits - All Photos and Videos Property of Tom Sanders Photography

Takeaways

• Photography and filmmaking play a crucial role in marketing senior living communities, as authentic imagery can influence prospective residents' decision-making process.
• The senior living industry needs to catch up in terms of visual storytelling, with more communities incorporating interesting short films and using less stock photos.
• There is a need for more diverse and modern imagery in senior living marketing, showcasing physical activities and hip clothing to appeal to the baby boomer generation.
• Unique storytelling moments and projects in senior living include photographing veterans, centenarians, and individuals with inspiring stories.
• Authentic imagery that features real residents and represents ethnic diversity can create a sense of authenticity and inclusivity for prospective residents.
• Authenticity is crucial in photography and filmmaking for senior living communities to accurately represent the community and its residents.
• Photographing residents near windows and using natural light can create a more positive and vibrant atmosphere.
• Coordination and pre-production are essential in planning photo shoots, including resident preparation and attention to detail.
• Integrating modern technology into marketing efforts should be done while maintaining a personal touch.
• Telling the personal stories of residents and creating short films can enhance senior living marketing and engage potential residents.
• Slowing down and taking the time to capture high-quality, well-framed photos for social media is important. Chapters 00:00 Introduction and Overview 02:34 The Attraction to Senior Living and Working with Veterans 06:55 The Evolution of Visual Storytelling in Senior Living 09:53 The Visual Storytelling Approach for Baby Boomers 14:18 Unique Storytelling Moments and Projects 21:12 The Influence of Authentic Imagery on Decision-Making 24:11 Approach to Capturing Different Senior Living Environments 27:23 The Significance of Storytelling in Senior Living Marketing 28:50 Preparation and Coordination for Photo Shoots 33:50 The Power of Authentic Imagery 34:48 Integrating Modern Technology without Losing the Personal Touch 38:30 Future Trends or Innovations in Senior Living Storytelling 41:33 Creating Authentic Images for Social Media 43:55 How to Connect with Tom Sanders Photography

Summary

The conversation explores the challenges and opportunities of embracing extended golden years and addressing long-term care in an age of increasing senior longevity. The two main themes discussed are financial hurdles and technological advancements. The economic hurdles include the need for savvy financial planning to ensure that retirement savings last as long as the extended lifespan. The technological advancements focus on the complexities and opportunities of seniors navigating the digital world, including the digital divide, adaptation and usability challenges, privacy and security risks, and healthcare technology gaps. The conversation emphasizes the importance of senior living communities adapting to meet the evolving needs of seniors and providing support in financial planning and tech savviness.

Takeaways

• Advancements in healthcare and wellness are extending lifespans, leading to a remarkable era of extended golden years for the baby boomer generation.
• Financial planning is crucial to ensure that retirement savings last as long as the extended lifespan, with housing, healthcare, and living expenses being major considerations.
• Seniors face challenges in navigating the digital world, including the digital divide, adaptation and usability issues, privacy and security risks, and healthcare technology gaps.
• Senior living communities need to adapt to meet the evolving needs of seniors, providing support in financial planning and tech savviness and creating environments where longevity is celebrated and residents can live better.
• Personalization and tailoring services to individual preferences and needs will be critical in meeting the evolving needs of seniors in the future.

Chapters

00:00 Embracing Extended Golden Years: Challenges and Opportunities

03:03 Navigating Financial Hurdles in Extended Golden Years

11:48 The Complexities and Opportunities of Seniors in the Digital World

14:12 Data Privacy & Security Risks for Seniors

17:55 Wrap-up

19:20 Connect with Us

Summary

In this episode, Jerry Vinci discusses the importance of inbound marketing in the senior living industry. He highlights the limitations of traditional marketing methods like billboards and postcards and explains why inbound marketing is more effective. Jerry explains that inbound marketing focuses on genuine connection, tailored experiences, storytelling, and becoming a lighthouse in a sea of options. He then outlines the components of a comprehensive inbound marketing strategy, including content creation, website optimization, social media engagement, and email marketing. Jerry concludes by sharing the benefits of inbound marketing, such as higher ROI, increased lead generation, improved conversion rates, and higher customer retention.

Takeaways

• Traditional marketing methods like billboards and postcards are no longer effective in the senior living industry.
• Inbound marketing focuses on genuine connection, tailored experiences, and storytelling.
• A comprehensive inbound marketing strategy includes content creation, website optimization, social media engagement, and email marketing.
• Inbound marketing has higher ROI, increased lead generation, improved conversion rates, and higher customer retention.

Chapters

00:00 Introduction

00:50 The Limitations of Traditional Marketing Methods

03:53 Components of an Effective Inbound Marketing Strategy

14:42 The Impact of Inbound Marketing: Statistics and Results

19:09 - Connect with Us