New Sales and Marketing Strategies in Senior Living Communities
Senior living sales and marketing teams are adopting AI-driven roleplaying, events targeted at adult children, and more focused incentives and follow-up strategies to attract new prospects. Families and potential residents now research senior living options extensively before making contact, which demands sales teams to quickly engage and meet expectations.
Heritage Communities’ Chief Marketing Officer, Lacy Jungman, highlights the “90-90-90 rule”: 90% of prospects decide within 90 seconds of entering 90 feet into a community. This means sales teams must be prepared to impress immediately.
AI Roleplaying to Train Sales Teams
Heritage Communities has implemented an AI roleplaying system that allows salespeople to practice real-world scenarios by calling a dedicated number. The AI simulates various prospect responses, helping sales staff refine their skills in overcoming objections and tailoring their approach.
This hands-on training improves efficiency and effectiveness, enabling salespeople to better understand and respond to prospect needs. The system is still evolving but shows strong potential to improve salesperson performance and follow-up quality.
Multiple Touchpoints and AI-Driven CRM Tools
Discovery Senior Living follows a “seven touches in seven days” strategy, connecting with prospects multiple times through various channels to encourage tours. The company uses an AI-powered CRM that suggests next steps for sales staff based on where prospects are in the sales funnel.
Additionally, AI bots support video follow-ups by providing detailed information, allowing salespeople to personalize messages for each prospect.
Events and Incentives to Drive Tours and Moves
Getting prospects to visit a community remains key to conversion. Atria Senior Living uses marketing automation to reduce workload on sales teams and provides valuable online content like retirement and caregiver guides.
Atria’s Social Series events create opportunities for prospects to experience community life firsthand. As Sanela Graziose, CMO at Atria, puts it, spending time with employees and residents is the best way to sell senior living.
Heritage has found success with weekend brunches targeted at adult children, offering takeaway items like plants to create lasting impressions. Discovery attracts attendees through public services, such as shredding events, which familiarize the community with senior living options.
Incentives like rent discounts or complimentary moving services continue to be effective in closing deals. However, Jungman warns against undervaluing services through excessive discounts. Instead, aligning sales with community operations and involving executive directors ensures a consistent, high-quality experience.
Collaboration and Accountability in Sales Efforts
Jungman emphasizes the importance of leadership involvement in events. Every member of the leadership team should understand their role and how it supports the quick decision-making window prospects have.
Discovery tracks acquisition costs closely, balancing referral fees, commissions, and sales budgets. Their revenue optimization program helps determine where selective discounts make sense to drive occupancy without unnecessary concessions.
Key Sales Trends to Watch in 2025
- Tech-savvy prospects: Modern consumers research pricing and options independently. Sales teams need to be transparent and flexible to remain competitive.
- Continuous self-assessment: Operators should regularly audit sales strategies to ensure they are effectively reaching and engaging their target audience.
- Data-driven vigilance: Monitor sales metrics closely to anticipate challenges and address issues before they become problems.
- Sales as trusted advisors: Salespeople should focus on support and guidance rather than building friendships. Prospects seek expertise to help them make informed decisions.
These strategies from Atria, Discovery, and Heritage Communities highlight practical, forward-thinking approaches for senior living sales teams aiming to meet evolving customer expectations efficiently.
For marketing and sales professionals interested in leveraging AI tools and automation to improve engagement and conversions, visiting Complete AI Training’s automation courses can provide valuable insights and practical skills.
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