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How people choose a senior living community has changed: 10 takeaways from this year’s SHN Sales and Marketing Conference

SENIOR LIVING MARKETING BLOG

03/18/26
By Jilesh Chheda

Senior Living Podcast:

Host Larry Williams engages senior living industry experts in candid and insightful conversations.

Join Larry and his guests as they explore the latest marketing trends moving the industry forward. 

SUMMARY: Shifting expectations around lifestyle, trust, and digital experience are changing how people evaluate senior living communities. Here are my top 10 takeaways from this year’s SHN conference and what marketers can do about it.

I attended this year’s Senior Housing News Sales and Marketing Conference, and as I took notes throughout the sessions, themes kept surfacing in presentations & hallway conversations, focused on what’s changing in how people choose a senior living community.

1. One of the biggest barriers continues to be perception

Many people still hear “senior living” and immediately think of healthcare or skilled nursing. For adult children and other decision makers, that perception is often shaped by past experiences rather than what many communities offer today.

As Jenna Anderson, VP of Sales and Marketing at Maplewood Senior Living, put it, “The story needs to change.”

The way senior living is framed strongly influences when people begin considering the move. When the transition feels like a loss of independence, families often delay the conversation. When it is presented as a new chapter filled with connection, support, and opportunity, the discussion becomes much easier to start.

Christy Van Der Westhuizen, Senior Vice President of Sales at Jaybird Senior Living, captured that shift with a simple question: “What is the vibe of the community?”

That question reflects what many prospects are really evaluating. They want to understand the energy, the atmosphere, and whether they can imagine themselves belonging there.

2. Show, don’t tell what daily life looks like

For years, senior living marketing has relied heavily on polished descriptions and familiar language. Today’s audiences expect something more tangible.

Austin Montgomery of Senior Housing News referenced the classic journalism principle “show, don’t tell.” Christy Van Der Westhuizen made it practical when she said, “You show them [what it’s like here] with pictures, videos, and stories.”

That idea should shape everything from website content to social media to the sales process. Lists of amenities may provide information, but they rarely create emotional connection. Authentic visuals, resident stories, and everyday moments help prospects understand the experience more clearly.

3. Prospects are evaluating lifestyle, not just care

Prospects today are approaching senior living with a broader perspective.

They want to understand the experience of living in the community and often ask questions such as:

• What will daily life feel like?
• Does the community feel vibrant and welcoming?
• Will I, or my loved one, find connection and purpose?

These questions reflect a shift toward lifestyle and engagement. Future residents are looking for opportunities to stay active, connected, and involved.

4. Price may be the first question, but it’s rarely the only one

Price remains one of the most common questions in the decision process. But it often represents deeper uncertainty. As Christy Van Der Westhuizen explained, “Prospects might be focused on price if they don’t know what other questions to ask.”

Underneath that question are often concerns about staffing, consistency, safety, and overall trust. Heritage Communities’ Lacy Jungman pointed out that conversations frequently include “questions about the staff.”

Communities that handle this well help prospects understand the full value of what they offer. They show how care, experience, and support come together in everyday life.

5. The relationship starts long before move in day

Another theme discussed throughout the conference was the importance of engaging prospects earlier.

Communities are moving beyond passive waitlists and finding ways to connect before move in. Events, educational programming, and early engagement help prospects become familiar with the community long before a decision is made.

Trust develops over time, and these early interactions make a meaningful difference.

6. Flexibility is an integral part of the value proposition

The buying journey itself is becoming part of the overall experience. Communities that reduce resistance and give prospects more control often stand out. Self-guided tours, for example, allow visitors to explore at their own pace and on their own terms.

Many organizations are also strengthening pre-move in engagement programs to build relationships earlier in the process. As Jenna Anderson emphasized during her session, marketers need to “get the younger demographic in earlier.”

What this means for senior living operators

These shifts are changing how senior living communities need to show up. From marketing to sales to digital experience, the approach operators take must reflect how people actually make decisions today.

Below are additional takeaways from my experience at SHN this year.

7. Sales and marketing alignment is no longer optional

Brandon Christiansen, Director of Marketing at Primrose Retirement Communities, said it clearly: “If you are not best buddies with sales, become best buddies with sales.”

That alignment matters throughout the funnel. Marketing increasingly supports sales beyond lead generation through stronger messaging, better resources, and more consistent follow up.

Christiansen also offered an important reminder: “Occupancy didn’t get broken in one day [and] marketing won’t fix it in one day.”

8. Search is changing, and AI plays a role in how prospects compare senior living communities

One of the biggest shifts discussed at the conference is the growing role of AI in how people gather information. If a website doesn't clearly answer pricing, amenities, services, or lifestyle questions, AI tools may struggle to surface that community in meaningful ways.

Clear answers are becoming more important than generic marketing language. In response, many teams are expanding their focus beyond traditional SEO by:

• Updating keyword strategies more frequently
• Aligning paid and organic search
• Refreshing FAQs regularly
• Replacing vague copy with direct, useful information

9. Your website shapes the experience early on

A senior living website can no longer function like a static brochure. It should answer real questions, reduce friction, and help prospects imagine life in the community. Leading organizations are prioritizing:

• Frequent content updates
• Landing pages built around specific offerings
• Clear calls to action
• Easier access to pricing and key details
• Stronger visual storytelling through photos, video, and resident stories

10. A clearer story moving forward

Senior living communities already provide something powerful: connection, purpose, and meaningful daily engagement. Marketing succeeds when it communicates that experience clearly. When prospects can see the friendships, the activities, and the rhythm of life inside the community, they begin to picture their own future there.

That moment of recognition is where great senior living marketing begins.

Conclusion

Prospects today are thinking beyond care options or pricing. Lifestyle, trust, flexibility, and what the next chapter of life might look like are all part of the decision. 

At the same time, operators are navigating limited new construction, rising competition, and continued pressure to protect both occupancy and margins.

The communities gaining traction are those who help prospects picture life inside the community and building confidence in the decision earlier in the journey.

Want to discover how we can drive more leads that actually convert?
Email me. Let's connect!

jilesh.chheda@unlockhealthnow.com