News Summary
The SHN Sales and Marketing Conference revealed critical insights into the evolving landscape of senior living marketing for 2025, highlighting significant challenges and opportunities. Expert speakers discussed the impact of AI, budget concerns, and the necessity for multi-channel marketing strategies. With the increasing emphasis on building authentic relationships and embracing technology, senior living communities must adapt to attract prospective residents effectively.
Senior Living Marketing Trends and Challenges in 2025: Insights from Industry Experts
On February 18th, 2025, the buzz around the SHN Sales and Marketing Conference hinted at a significant moment for senior living marketing. Industry experts gathered to share insights from the latest Senior Living Marketing Survey, reflecting three years of data that reveal exciting trends and challenges on the horizon.
Adapting to an Evolving Landscape
Marketing for senior living communities is changing faster than ever. With the influence of technology and shifting resident expectations, professionals in the field find themselves needing to adapt to new challenges and opportunities. Larry Williams, Director of Growth Solutions at Unlock Health, and Brandon Christiansen, Director of Marketing at Primrose Retirement Communities, took center stage to unpack the findings of the survey.
What stood out? The survey results from 2025 highlighted a major shift in the landscape of senior living marketing, particularly when it comes to Artificial Intelligence (AI). Just a year earlier, in 2024, AI wasn’t seen as a hurdle. Fast forward to 2025, and it has emerged as a significant concern for marketers. This reflects a broader trend where operators are now challenged not necessarily by external competition, but by internal issues such as successfully implementing AI technology into their operations.
Rising Budget Concerns
Another notable shift was seen in budget concerns. The survey revealed that worries about budgets increased by 3% year over year. This statistic indicates that communities are feeling the pinch as they strategize on how to effectively allocate funding while facing rising operational costs. Interestingly, marketing challenges are becoming more distributed across different categories, showing a more varied landscape compared to previous years.
Multi-Channel Marketing Growth
As we enter 2025, the importance of marketing across multiple channels has increased by 5% from the previous year. This change underscores the need for communities to use an array of platforms to connect with potential residents effectively. Larry pointed out the growing significance of storytelling as a key marketing tool that can deeply resonate with prospective residents.
Embracing Technology
The use of innovative technologies, including generative AI, machine learning, and predictive analytics, is progressively becoming central to marketing strategies. For instance, the use of chat tools has seen a remarkable jump, rising from 37% to 51%. These tools play a crucial role in facilitating quick communication and helping communities engage effectively with potential residents.
Marketing Strategy Adjustments
As marketing strategies evolve, communities are expected to shift their focus towards building a stronger brand voice and fostering connections within their communities. The survey indicated an 8% decrease in the focus on differentiating from competitors, suggesting that instead of competition, “home” is now viewed as the primary rival in fostering inclusive and welcoming living environments.
SEO and PPC: The Balancing Act
In terms of effective marketing strategies, search engine optimization (SEO) and pay-per-click (PPC) advertising emerged as significant contenders. It’s crucial that communities find a strategic balance between the quick results generated by PPC and the long-term benefits of a strong SEO foundation.
Transparency and Consumer Education
Pricing continues to be a hot topic, especially with community fees rising from an average of $2,551 in 2022 to $2,899 in 2023. Consequently, there’s a growing push for transparent pricing models and better consumer education about senior living options. This focus on clarity is essential for building trust and establishing lasting relationships with potential residents.
Looking Ahead to 2025
The outlook for 2025 in senior living marketing remains optimistic. With an increasing demand for senior living options amidst limited new supply, communities must enhance follow-up practices and lead nurturing processes to improve occupancy rates. Additionally, it is evident that investing in sales coaching and training will continue to play a vital role in boosting retention and occupancy rates.
As marketing professionals navigate this evolving landscape, the emphasis on authentic relationships, understanding individual resident needs, and embracing technology will be paramount. With these steps, together, we can expect a positive shift in the journey for prospective residents in the world of senior living.
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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
