News Summary
The SHN Sales and Marketing Conference on February 18th, 2025, revealed significant shifts in senior living marketing trends. Experts highlighted increased challenges around AI integration, a rise in multi-channel marketing, and a greater focus on transparency and community connections. As competition shifts from external rivals to the home environment, communities must adapt their marketing strategies for this evolving landscape.
Exploring Senior Living Marketing Trends for 2025
On February 18th, 2025, industry experts gathered at the SHN Sales and Marketing Conference to discuss trends and challenges in senior living marketing. This discussion revealed a lot about the rapidly evolving landscape that professionals in the field now face.
A Deeper Dive into the Senior Living Marketing Survey
Two key figures in the industry, the Director of Growth Solutions at Unlock Health and the Director of Marketing at Primrose Retirement Communities, took center stage to share insights from the 2025 Senior Living Marketing Survey. This survey compiles three years’ worth of data, providing a comprehensive overview of what’s happening in the senior living arena.
Shifts in Challenges from 2024 to 2025
One of the most significant highlights from the conference was the shift in challenges that organizations are facing. In 2025, there was a notable increase in concerns about AI integration into marketing strategies. Interestingly, just a year prior in 2024, AI was hardly seen as a challenge. Now, however, it’s front and center, indicating a substantial shift from external competition to internal struggles—particularly concerning how to implement AI effectively.
Furthermore, budget concerns also increased by 3% from the previous year, suggesting that organizations are feeling more pressure to manage their financial resources wisely in these dynamic times. Marketing challenges were noted to be more evenly spread across several categories in 2025 compared to 2024, emphasizing a more complex environment for marketing teams.
The Rise of Multi-Channel Marketing
It’s clear that marketing across multiple channels is becoming increasingly vital. There was a reported 5% increase in this area, signifying a strong push towards adopting diverse strategies to reach potential residents. As Larry Williams pointed out, storytelling is becoming essential in marketing, especially in forging connections with prospective residents. Using elements like generative AI and predictive analytics is starting to feel like the norm for many communities.
Communication Trends
Another interesting aspect is the rise in the use of chat tools, which jumped significantly from 37% in 2024 to 51% in 2025. Quick communication with decision-makers is essential in today’s fast-paced marketing landscape, and this shift reflects adapting to the demands of the modern consumer.
Shifting Focus from Competitors to Home
Amid this evolving landscape, operators recognized a shift in focus regarding competition. There was an 8% decrease in emphasis on differentiating from competing communities; instead, many now regard the home environment itself as their primary competitor. This insight suggests that communities need to shift their marketing strategies to emphasize their unique brand voice and community connection.
Strategic Balancing in Marketing
When looking at marketing methods, SEO (Search Engine Optimization) and PPC (Pay-Per-Click) advertising emerged as top strategies. Finding a balance between these two is essential, as each serves a different purpose—PPC delivering immediate results while SEO focuses on long-term equity.
Financial Realities of Senior Living
On the financial front, the average community fee has seen an increase, jumping from $2,551 in 2022 to $2,899 in 2023. Additionally, a noted decline in concessions—such as waiving community fees—suggests that communities are feeling the financial strain, and therefore, organic marketing strategies are beginning to gain traction.
Building Trust through Transparency
Transparency in pricing and consumer education regarding senior living options is becoming increasingly critical. Executives and operational leaders must participate more consistently in the sales process to build trust. An emphasis on fostering authentic relationships during the sales cycle is key to understanding individual resident needs.
Social Media as a Powerful Tool
One exciting trend is the recognition of social media as a potent force for authentic storytelling and connection. In-house and vendor collaboration showcases the importance of working together to enhance marketing efforts. Communities are indeed focusing on data-driven decision-making to optimize their performance.
Looking Ahead to 2025
The sales outlook for 2025 appears promising, driven by growing demand for senior living and a limited supply of new communities. However, there is still a crucial need to improve follow-up practices and lead nurturing processes, which can significantly enhance occupancy rates. Furthermore, maintaining clarity regarding pricing and care services is vital for building consumer trust.
Investing in Sales Training
In conclusion, there is an anticipated increase in investment in sales coaching and training, underscoring the goal of improving retention and occupancy rates in 2025. As the landscape continues to shift, adapting to these trends will be essential for successful senior living communities in the years ahead.
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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
