From Leads to Leases - Senior Living Marketing and Sales

Jerry Vinci
  • 5.0 (4)
  • BUSINESS
  • UPDATED WEEKLY

"From Leads to Leases," hosted by Jerry Vinci of CCR Growth, dives into senior living marketing, sales, and growth strategies. It targets industry professionals looking to boost occupancy, explore successful marketing channels, and innovate in a competitive market. This podcast offers insights, discusses industry challenges, and shares success stories, aiming to empower senior living leaders with actionable strategies for growth. Join us for transformative conversations designed to elevate the senior living community experience.

  1. 3D AGO

    #84 - The Untold Cost of Family Caregiving with Christina Keys

    SummaryIn 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 also highlights the role of technology in improving caregiving experiences and the necessity of self-care and recovery for caregivers after their journey ends. Learn More Connect with Christina Keys on LinkedIn Learn more about Keys for Caregiving Takeaways Many caregivers don't identify as such until much later. Financial burdens can devastate caregivers long after care ends. Caregiving often leads to an identity crisis for caregivers. Community support is crucial for caregiver recovery. Technology can help bridge gaps in caregiver resources. Caregivers need to redefine their normal after caregiving ends. Grief doesn't go away; it changes form over time. Building community can enhance caregiver experiences. Caregivers often feel invisible in their roles. There are many resources available that caregivers may not know about. (00:00:00) From Leads to Leases - A Senior LIving Business Podcast (00:01:34) Welcome Christina Keys - Founder of Keys for Caregiving (00:02:39) The Journey of a Caregiver: A Personal Story (00:04:36) Why Caregivers Struggle to Self-Identify as Such (00:08:46) Understanding the Financial Burden of Caregiving (00:12:58) Resources and Support for Caregivers (00:17:03) The Importance of Financial Planning and Community Support (00:18:20) Navigating Post-ICU Support for Families (00:22:28) The Recovery Journey After Caregiving (00:27:38) How to Cope with Grief (00:31:08) Marketing to Caregivers in Senior Living (00:34:49) Senior Living Sales & Nurture Cycle is Longer Than You Think (00:36:19) Building Community Over Competition (00:39:41) Can Tech Solve the Caregiver Shortage? (00:43:15) Keys for Caregiving: A New Path Forward

    47 min

  2. NOV 5

    #83 - Fixing Senior Living’s Talent Pipeline Problem with Chris Heinz

    SummaryIn 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 value of outside hires, and the role of culture carriers in shaping organizational culture. They also touch on compensation structures, engaging college graduates, and personal stories that highlight the lessons learned in leadership and perseverance. Learn More: Connect with Chris Heinz on LinkedIn Learn more about Westport One Takeaways Leadership gaps are a pressing issue in senior living. The responsibilities of leaders have evolved significantly. Succession planning is often overlooked in senior living organizations.\ Reactive hiring can lead to cultural deterioration. Speed is crucial in the hiring process to attract top talent. Too many interviews can deter strong candidates. Effective communication is key in recruitment processes. Outside hires can introduce valuable new perspectives. Engaging college graduates can help fill future leadership gaps. Success in leadership often happens behind the scenes.

    56 min

  3. OCT 29

    #82 - Why Culture Closes the Sale with Gail Peacock

    Summary 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, and the significance of leading with kindness. The conversation highlights the challenges and opportunities in the senior living sector, particularly in addressing the needs of older adults and fostering a sense of belonging. Learn More: Connect with Gail Peacock on LinkedIn Takeaways Gail Peacock emphasizes the importance of culture in senior living.The term 'pioness' reflects a new approach to leadership in the industry.Aging perspectives are shifting; language matters.Finding purpose is crucial for older adults in communities.Communities must focus on building connections and social currency.Leadership should prioritize kindness and authenticity.The love problem often overshadows sales issues in communities.Grassroots strategies can effectively engage potential residents.Communities need to adapt to the changing needs of older adults.The future of senior living lies in understanding and validating residents. Chapters 00:00 From Leads to Leases - A Senior Living Business Podcast 01:43 Welcome Gail Peacock - The Unicorn of Senior Living 06:57 Rebranding Aging: Language and Perception 11:11 Finding Purpose in Older Adulthood 13:06 Community Engagement and Social Currency 17:19 The Importance of Memorable Experiences 20:32 Thriving in Place: A New Perspective on Aging 23:25 Building a Culture of Belonging 26:55 Navigating Demand and Supply in Senior Living 31:03 The Love Problem: Culture Over Sales 34:38 Leading with Kindness and Authenticity 38:35 Grassroots Strategies for Community Connection 41:51 The Power of Storytelling in Senior Living 46:40 Mentorship and the Future of Senior Living Leadership 50:16 ccrg-podcast-outro-2025-new.mp4 Keywords senior living, culture, community, aging, leadership, grassroots, purpose, wellness, social currency, innovation

    51 min

  4. OCT 22

    #81 - Reimagining Tech, AI, and Automation in Senior Living with Mona Hilton

    Summary 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 can improve engagement and operational efficiency. The conversation emphasizes the need for a strategic approach to technology that prioritizes human-centered care while leveraging innovative tools to streamline processes and enhance the overall experience for both staff and residents. Learn More: Connect with Mona Hilton on LinkedInLearn more about Advantage AnywhereGet the 2025 Benchmark Report Takeaways Automation is key to consistency and accountability in senior living.Technology should enhance human connection, not replace it.Personalization in marketing is crucial for engagement.AI can help identify patterns and improve follow-up processes.Sales pipelines often leak due to lack of timely responses.Standardizing workflows can protect revenue and improve outcomes.Small changes, like quick follow-ups, can significantly impact conversion rates.AI tools can help sales teams perform better without replacing them.Future-proofing tech platforms is essential for long-term success.Adopting technology gradually can lead to better results and less overwhelm. Chapters 00:00 From Leads to Leases - A Senior Living Business Podcast 01:31 Welcome Mona Hilton - Creator of Advantage Anywhere 02:17 Mona's Path into the MarTech Industry 04:57 How Automation Enhances Human Connection 06:58 Small Steps into AI, Automation, and Personalization 09:58 Where Senior Living Sales are Losing Leads 13:02 How Advantage Anywhere Develops Automations 14:22 Does Senior Living Sales Feel Threatened by Automation? 15:29 Operational Benefits of Automation 16:28 The Benefits of Personalization in Marketing 18:48 Is Senior Living Slow to Adopt New Tech? 23:18 Moving at the Speed of AI 26:09 How MarTech Companies are Handling AI Adoption 30:17 Workflows that Work are Essential 33:05 How Operators Can Get Started with AI Keywords senior living, automation, AI, technology, personalization, CRM, marketing, sales, engagement, innovation

    38 min

  5. OCT 15

    #80 - Inside Senior Living on PBS with Melissa Fritz: How Real Stories Move the Hardest Prospects

    Summary 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 conversations about aging, the role of media in shaping perceptions, and the future of senior living content. Melissa also discusses her upcoming keynote at SMASH 2025 and the actionable steps for industry leaders to innovate and connect with prospects. Get our FREE Authentic Storytelling Checklist to start putting these strategies into action. Get the checklist here. Learn More Watch Inside Senior Living on PBSLearn more about Inside Senior Living showConnect with Melissa Hannah Fritz on LinkedInCatch Melissa's Keynote at SMASH 2025 Takeaways The show aims to spark conversations about senior living.Families often wait until a crisis to explore senior living options.Television can effectively educate the public about senior living.Building trust is crucial in the senior living industry.The aging population presents a significant challenge for senior living.Storytelling is essential in sales and marketing for senior living.Empathy and vulnerability can enhance connections with prospects.The middle market in senior living is a growing concern.Innovative solutions are needed to address the senior living crisis.The importance of attracting talent to the senior living industry. Chapters 00:00 From Leads to Leases - A Senior Living Business Podcast 01:52 Welcome to Melissa Hannah Fritz - Host & Creator of Inside Senior Living 03:02 Conceptualizing Inside Senior Living TV 09:29 What is Slowing Down the Senior Living Sales Process 11:32 Building Trust Through Public Media 13:37 Funding Challenges and Future Directions 16:49 The Potential of Commercial Platforms 20:20 Celebrating Achievements and Future Goals 22:24 Navigating the Show Pitch Process 25:08 The Growing Demand for Senior Living Content 27:34 Changing Perceptions of Aging and Senior Living 30:51 Innovative Approaches in Season Two 32:32 The 30 in 30 Campaign: A New Initiative 35:23 Addressing the Senior Living Crisis 38:25 Bridging the Middle Market Gap 41:39 How Operators Should Leverage Storytelling 44:22 Storytelling Compels Action 50:16 Keynote Insights and Call to Action Keywords senior living, Inside Senior Living, PBS, aging, family conversations, education, trust, Emmy nominations, storytelling, sales strategies

    1 hr

  6. OCT 8

    #79 - Why AI Is the Missing Link in Senior Living Care and Operations

    Summary 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 living communities in preparing for the influx of higher-acuity seniors. Ultimately, the discussion emphasizes the need for technology that not only automates tasks but also enhances the human touch in caregiving. Learn More: Connect with Ernie Ianace on LinkedInLearn more about CareAlly Takeaways CareAlly aims to simplify operations in senior living communities.AI can reduce the complexity of managing multiple technologies.Natural language processing is essential for user-friendly AI systems.Retention of staff improves when technology reduces repetitive tasks.AI can provide real-time answers to frontline workers in emergencies.Integrating point solutions into a cohesive platform is crucial.Value-based care is essential for addressing the needs of higher acuity seniors.AI can help communities prepare for the future of senior care.Technology should enhance the human touch in caregiving.Collaboration among tech providers can lead to better solutions for operators. Chapters 00:00 From Leads to Leases - A Senior Living Business Podcast 01:36 Welcome Ernie Ianace - CEO of CareAlly 02:20 Building CareAlly: Lessons from Experience 07:56 Transforming Workforce Management with AI 09:18 Empowering Staff with Technology 10:23 Addressing Overwhelm in Care Communities 13:56 Integrating Point Solutions for Better Care 16:05 Evaluating AI-Enabled Platforms 18:38 Ensuring Trustworthy AI Outputs - Not Hallucinations 22:38 Bridging the Gap to Value-Based Care 28:48 Personal Mission and Emotional Drivers 33:13 Designing Scalable and Human-Centric Platforms Keywords AI, senior living, CareAlly, technology, healthcare, value-based care, caregiver support, staff retention, automation, orchestration

    37 min

  7. OCT 1

    #78 - The Website Is the Front Door: Digital Empowerment in Senior Living with Terri Sullivan

    Summary 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 marketing effectiveness, especially for smaller providers, and the balance between AI tools and human interaction in the sales process. Learn More: Connect with Terri Sullivan on LinkedInLearn more about Waypoint Converts Takeaways Today's buyers form first impressions from websites.Websites must engage users within 20-30 seconds.75% of consumers prefer a rep-free experience.Quizzes can significantly enhance user engagement.Short forms convert better than long forms.AI can empower sales teams with better data.Language simplicity in CTAs improves conversion rates.Understanding user behavior is crucial for marketing success.Smaller providers need affordable digital solutions.Partnerships enhance marketing effectiveness. Chapters 00:00 From Leads to Leases - A Senior Living Business Podcast 01:27 Welcome Terri Sullivan - CEO of Waypoint Converts 04:50 The Importance of Mobile Optimization 06:54 Engagement Strategies for Prospective Residents 11:59 The Emotional Journey of Senior Care 16:25 The Power of Interactive Content 22:12 Understanding Conversion Rates and Lead Quality 26:27 The Psychology Behind Quizzes 29:49 The Importance of Clear Communication 42:01 Leveraging AI for Enhanced Customer Experience 46:20 Balancing AI Tools with Human Interaction 49:54 Designing User-Friendly Websites for All Ages 55:11 Innovative Solutions for Smaller Communities 01:01:30 Partnerships Over Competition in Senior Living Marketing Keywords senior living, marketing strategies, website engagement, user behavior, self-education, interactive content, conversion rates, AI tools, human interaction, smaller providers, partnership

    1h 10m

  8. SEP 24

    #77 - Why Senior Living Marketing Must Think Deeper with Lola Rain

    Summary 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 post-events, the significance of language in care, and the evolving role of AI in marketing. The conversation highlights the necessity of understanding acquisition costs and the importance of a cohesive marketing approach that resonates with the target audience. Learn More: Connect with Lola Rain on LinkedIn Takeaways The key to better move-ins is understanding the 'why' behind actions.Strategy in senior living goes beyond marketing and sales.Branding should reflect the true essence of the community.Life enrichment is central to community identity and marketing.Effective event marketing requires early planning and multi-channel promotion.Follow-up strategies are crucial for converting leads post-event.Recognition in the industry can significantly impact personal growth.Career advancement often requires navigating organizational barriers.Understanding acquisition costs is essential for financial planning.Language used in marketing can shape perceptions of care facilities. Chapters 00:00 Welcome to From Leads to Leases - A Senior Living Business Podcast 02:06 The Importance of Strategy in Senior Living 05:04 Building a Brand that Resonates 06:50 Using Resident Testimonials in Brand Building 08:16 Measuring ROI from Brand Development 12:13 Event Marketing: Driving Census through Engagement 19:40 The Power of Recognition in Senior Living 21:09 Navigating Career Growth and Barriers 25:24 Marketing ROI: Understanding Acquisition Costs 28:19 Budgeting and Working Better with Marketing & Sales 33:47 The Impact of Language in Senior Living 38:23 AI's Role in Transforming Marketing Strategies Keywords senior living, marketing strategy, branding, community engagement, event marketing, career advancement, acquisition costs, language in care, AI in marketing

    47 min
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About

"From Leads to Leases," hosted by Jerry Vinci of CCR Growth, dives into senior living marketing, sales, and growth strategies. It targets industry professionals looking to boost occupancy, explore successful marketing channels, and innovate in a competitive market. This podcast offers insights, discusses industry challenges, and shares success stories, aiming to empower senior living leaders with actionable strategies for growth. Join us for transformative conversations designed to elevate the senior living community experience.

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