This article is sponsored by Unlock Health. Insights shared are derived from a discussion with Larry Williams, Director of Growth Solutions at Unlock Health, and Brandon Christiansen, Director of Marketing at Primrose Retirement Communities. This conversation took place on February 18th, 2025, during the SHN Sales and Marketing Conference.
Senior Housing News: Welcome to the Senior Living Marketing Futurecast: Navigating the Seasons of Change in 2025, proudly sponsored by Unlock Health. This year, as the landscape of senior living marketing continues to shift at an unprecedented pace, it’s essential for sales and marketing professionals to evolve alongside these changes. The drive for community census growth hinges on our collective ability to adapt to both challenges and opportunities.
In this enlightening conversation, **Larry** and **Brandon** delve into the findings of the 2025 Senior Living Marketing Survey, shedding light on the ever-changing dynamics of sales and marketing in the senior living industry.
Understanding the Current Challenges in Senior Living Marketing
Reflections on Evolving Obstacles
Larry Williams: "When comparing 2024 to 2025, the complexities of senior living marketing are crystal clear. Last year, AI was barely a blip on the radar—registering at 0 percent in the survey. Today, it’s recognized as a significant challenge by many. This evolution is both fascinating and daunting."
To illustrate this overwhelming experience, Larry quotes comedian Jim Gaffigan: “Imagine drowning… and then someone hands you a baby.” A comedic yet poignant analogy that resonates with many in the industry, reminding us of the constant influx of new challenges.
“Always return to the story,” Larry advises. “This marketing journey is fundamentally about storytelling and connection. Don’t hesitate to seek support from fellow professionals—this community thrives on collaboration.”
Shifting Operational Challenges
Brandon Christiansen: “One key insight from the 2025 data is the even distribution of challenges faced by operators. A year ago, competition loomed large, making up 42 percent of our concerns; this year, it’s down to 30 percent. We’ve transitioned from focusing primarily on external competition to grappling with internal struggles, such as the integration of AI.”
The rising budget concerns, which increased by 3 percent, hint at whether our financial resources are strained or if we are merely stretched too thin across multiple initiatives. Brandon emphasizes the need for grace in navigating this landscape—reminding everyone that it’s impossible to tackle everything at once.
The Rising Complexity in Senior Living Marketing
Diverse Stakeholder Engagement
The team explored the growing complexity in reaching diverse stakeholders this year, as marketing across multiple channels surged by 5 percent.
Larry Williams: “It’s critical to recognize that our audience consumes information differently. We must connect with them at varying touchpoints along their journeys. This is where inbound marketing comes into play. Remember, intentionality is key; our marketing efforts must not be haphazard.”
Harnessing AI Effectively
AI is undeniably a hot topic in today’s marketing discussions. Investigating its integration, Larry shares, “While many operators feel overwhelmed by AI, breaking it down into manageable categories like generative AI or predictive analytics can simplify the application process.”
“We need AI to enhance our human interactions,” he continues. “By automating routine tasks, we free ourselves to forge deeper connections with our audience.”
Competitor Differentiation and Brand Voice
As operators reconsider their strategies, there is a marked decrease—a 8 percent dip—in the prioritization of differentiating from competitors.
Brandon Christiansen: “While it’s less about standing apart from each other, the shared competitor remains home-based care. With younger generations becoming more influential in decision-making, our differentiation now leans heavily on brand voice and fostering connections. It’s essential to articulate why our community matters.”
Assessment Tools and Their Evolving Significance
In the world of assessment tools, traditional CRMs continue to reign supreme. Yet, Larry sheds light on emerging trends: “Chat tools have surged from 37 to 51 percent, while AI adoption doubled from 24 to 44 percent. The demand for instant communication through chat reflects a significant shift toward modernizing customer interactions.”
Brandon emphasizes that these tools shouldn’t just be adopted to follow trends—they must serve a clear purpose in strengthening audience understanding and data analysis.
Marketing Strategy: The Balancing Act
As marketing budgets tighten, organizations must strike a balance between SEO and PPC strategies—both crucial components of effective marketing campaigns.
Larry Williams: “Our recent focus has shifted toward paid search, which offers immediate returns. However, integrating these insights can fortify long-term SEO strategies. It’s a strategic choice reminiscent of renting a house versus owning one—both have merits, but ownership builds lasting equity.”
The Social Media Surge
Larry Williams: “Social media continues its ascent, allowing us to craft authentic narratives that resonate deeply with our audiences. As Gary Vaynerchuk aptly puts it, businesses often fear disruption, but if wielded effectively, social media is a formidable ally.”
Brandon agrees, noting, “This year, we’re finally satisfied with our content quality, especially on platforms like Facebook. Our ongoing goal is to refine engagement strategies—to drive our audience toward meaningful actions, like visiting our website or reading our blogs.”
Moving Forward: Investments and Internal Culture
Looking ahead, Larry laughs at the rising expectations of marketing budgets, which soared from 49 to 57 percent this year: “As marketing tools become more sophisticated, we must adapt and invest wisely.”
In closing, Larry reminds us all of the pivotal role marketing plays in internal culture. “It’s a tool for talent recruitment and retention; through effective storytelling, we can illuminate career paths within our communities.”
Conclusion
As we navigate the future of senior living marketing, understanding the nuances of our industry is essential. Remaining adaptable, leveraging data, and fostering collaboration will be integral to our success in the ever-evolving landscape.
For further insights on innovative marketing strategies in the senior living sector, visit Unlock Health—a marketing agency harmonizing the art of storytelling with data-driven strategies to connect communities with care.
By leveraging these insights, we can confidently steer our communities toward sustained growth and a brighter future.
