From Leads to Leases - Senior Living Marketing and Sales

Summary In this episode, Jerry Vinci sits down with Meredith Oppenheim, a 25-year senior housing veteran who spent five years studying the 90% of older adults who never move into senior living through her groundbreaking platform, Vitality Society. Meredith reveals how the industry's persistent 10% penetration rate isn't a marketing failure - it's a fundamental mismatch between what providers offer and what toda...

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In this episode, Jerry Vinci sits down with Jill Johnson, president and founder of Johnson Consulting Services, who has influenced over $4 billion in senior living business decisions. Jill challenges the common assumption that occupancy problems are always sales or marketing failures, revealing how market mismatches, outdated messaging, and corporate strategy disconnects often lie at the root. Drawin...

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In this episode, Jerry Vinci speaks with Alicia Story, a 26-year veteran of senior living sales, about the readiness paradox that plagues the industry. While 89% of residents wish they'd moved in sooner, less than 10% of prospects actually convert. Alicia reveals how sales teams can shift from presenting features to untangling the deep-seated fears and ambivalence that keep families...

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In this episode, Christina Keys shares her transformative journey from being an unaware caregiver to becoming a leading advocate for family caregivers. She discusses the challenges faced by caregivers, including financial burdens, emotional tolls, and the lack of resources available. Christina emphasizes the importance of community support and the need for better systems to assist caregivers. She als...

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In this episode, Jerry Vinci and Chris Heinz discuss the critical issues facing the senior living industry, particularly the leadership crisis and the need for effective recruitment strategies. They explore the shifts in leadership demand, the importance of succession planning, and the risks associated with reactive hiring practices. Chris shares insights on common mistakes in the hiring process, the...

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In this episode, Jerry Vinci speaks with Gail Peacock, a consultant in the senior living industry, about the evolving landscape of senior care. They discuss the importance of culture, purpose, and connection in senior living communities, emphasizing the need for a shift in language and perspective towards aging. Gail shares her journey as a 'pioness' in the industry, her grassroots strategies for building community, ...

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In this episode, Jerry Vinci speaks with Mona Hilton, CEO of Genesis Global Technologies, about the intersection of technology and senior living. They discuss the importance of automation, personalization, and AI in enhancing human connections rather than replacing them. Mona shares insights on the current state of technology adoption in senior living, the challenges faced by providers, and practical applications of AI that ...

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In this episode of From Leads to Leases, host Jerry Vinci speaks with Melissa Hannah Fritz, creator and host of Inside Senior Living, a PBS docu-series that aims to educate families about senior living options. Melissa shares her journey of creating the show, the challenges faced in the senior living industry, and the importance of storytelling in connecting with families. The conversation covers the need for honest conversa...

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In this episode of From Leads to Leases, host Jerry Vinci speaks with Ernie Ianace, CEO and founder of CareAlly, about the transformative role of AI in senior living. They discuss the challenges faced by caregivers, the importance of integrating technology to simplify operations, and how AI can enhance staff efficiency and retention. The conversation also explores the concept of value-based care and how AI can assist senior ...

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In this episode, Jerry Vinci interviews Terri Sullivan, founder and CEO of Waypoint Converts, discussing the transformation of senior living marketing through effective website strategies, user engagement, and the integration of AI tools. They explore the importance of self-education for consumers, the power of quizzes, and the need for personalized CTAs. Terri emphasizes the significance of partnerships in enhancing marketi...

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In this episode of 'From Leads to Leases', host Jerry Vinci engages with senior living strategist Lola Rain to explore the intricacies of marketing within the senior living industry. They discuss the importance of intentional strategy, the impact of branding, the role of events in community engagement, and the challenges of career advancement in the sector. Lola emphasizes the need for effective follow-up strategies ...

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In this episode, Jerry Vinci speaks with Mark Maimon, Senior Vice President at Luminate Bank, about innovative lending tools designed to help families navigate the complexities of financing senior care. They discuss the importance of proper financial advice, the risks associated with selling a home, and alternative financing solutions that can alleviate the financial burden on seniors. Mark emphasizes the need for collaborat...

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In this conversation, Lisa Santiago, a home care consultant with extensive experience in senior care, shares her personal journey and insights into the complexities of caregiving. She discusses the emotional and practical challenges families face when navigating care decisions, the importance of early planning, and the misconceptions surrounding aging in place. Lisa emphasizes the need for proactive steps to ensure safety an...

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In this episode, Jerry Vinci and Ira Kerns discuss the evolving landscape of recruiting in the senior living industry. They explore the challenges posed by outdated practices, the impact of COVID-19 on staffing, and the changing expectations of the workforce. Kerns emphasizes the importance of listening to top performers, the potential pitfalls of sign-on bonuses, and the need for a strong recruiting brand. They also delve i...

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In this episode, Jerry Vinci speaks with Marcy Sagel, founder of MSA Interiors, about the transformative power of thoughtful design in senior living. They discuss how design can enhance tenant satisfaction, support aging in place, and drive business results. Marcy shares her journey in interior design, the launch of her new venture Designer Bank aimed at bridging knowledge gaps in the industry, and the importance of creating...

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In this episode of 'From Leads to Leases', host Jerry Vinci speaks with Petra Marquart, an expert in customer service training for the long-term care industry. They discuss Petra's journey from performing on stage to advocating for compassionate service in senior care. The conversation delves into the philosophy behind the See Me Training program, which emphasizes the importance of seeing and respecting residents as individu...

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In this episode of From Leads to Leases, host Jerry Vinci speaks with Benjamin Ekstrom, Senior Vice President of IT at Sincere Senior Living, about the critical role of AI governance in the senior living industry. They discuss the importance of understanding the difference between automation and AI, the challenges of balancing innovation with compliance, and the need to modernize outdated technology infrastructure. Benjamin ...

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In this episode, Jerry Vinci speaks with Kent Lewis about the evolution of digital marketing, the impact of AI, and the future of SEO and paid media. They discuss the importance of lean marketing teams, user-centered design, and conversion rate optimization in the senior living industry. Kent shares insights on how AI serves as a force multiplier for businesses and emphasizes the need for marketers to adapt to the rapidly ch...

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In this episode, Jerry Vinci speaks with Andrea Donovan, founder of Chicago Senior Living Advisors, about the importance of advocating for families in the senior living industry. Andrea shares her unique approach to helping families navigate placement decisions, emphasizing the need for personalized guidance over commission-based services. The conversation explores the challenges families face when choosing senior living opt...