Senior living occupancy is showing positive growth, but sustaining this trend may require increased investments in sales and marketing for 2025.
Beztak has been gradually increasing its sales and marketing budget, with plans to reach $1.2 million in 2025. Jason Kohler, executive vice president for senior living, explains that this strategic investment is aimed at supporting new community openings and lease-up phases.
12 Oaks Senior Living also anticipates boosting sales and marketing budgets for 2025, focusing on individual community needs and maximizing qualified leads in the market. Aaron Catoe, senior vice president of operations, highlights the importance of integrated marketing and leasing efforts.
Nonprofits like FellowshipLife are ramping up sales and marketing strategies, utilizing live events to highlight the value of senior living. Increased budgets industry-wide are allocated to physical and digital campaigns.
Increased budgets and needs
Liz Fandel from FellowshipLife emphasizes the customization of marketing strategies for each community, with investments planned for digital advertising, events, and direct mail. Technology tools like HubSpot and Money Gauge are used to enhance prospect understanding and engagement.
Beztak is prioritizing advertising for new expansions and investing in SEO and social media marketing. 12 Oaks plans to continue digital spending, focusing on effective lead generation strategies.
Marketing opportunities and challenges
Industry leaders see opportunities in innovative marketing approaches, community engagement, and marketing automation. Challenges include adapting to evolving prospects’ behaviors and ensuring sufficient resources for lead management.
As the industry navigates these opportunities and challenges, senior living providers are gearing up with strategic investments in sales and marketing for 2025.
Editor’s Note: We are currently planning our 2025 Sales & Marketing Conference. If you work with a senior living operator and are interested in speaking on a panel, please email [email protected]. If you are interested in sponsorship opportunities, more information can be found here.
