In this conversation, Heath Stukenholtz, co-founder of Senior Care Finder, discusses the evolving landscape of senior living marketing and the aggregator model.
He emphasizes the importance of consumer empowerment, transparency, and the need for a shift away from traditional high-pressure sales tactics.
The discussion covers how Senior Care Finder differentiates itself by providing a consumer-first platform that allows for unbiased research and comparison of senior living options.
The conversation also touches on the significance of reputation management and the changing buyer's journey in the senior care industry.
Takeaways
- Senior Care Finder prioritizes consumer empowerment and transparency.
- The traditional aggregator model often relies on high-pressure sales tactics.
- Consumers today prefer to research options independently before engaging with providers.
- Reputation management is crucial for senior living communities.
- Understanding consumer behavior can enhance marketing strategies.
- The buyer's journey in senior living can take up to a year.
- Senior Care Finder offers a subscription-based model for providers.
- Data-driven insights can help communities improve their marketing efforts.
- Building trust with consumers is essential in the senior care industry.
- The narrative around senior living needs to change to attract more consumers.
- 00:00 - Rethinking Senior Care Aggregators
- 02:56 - The Role of Consumer Empowerment
- 05:58 - Defining the Aggregator Model
- 08:40 - Consumer Behavior and Research Trends
- 11:43 - The Importance of Transparency
- 14:51 - Navigating the Buyer’s Journey
- 17:53 - Data-Driven Marketing Strategies
- 21:09 - Reputation Management in Senior Care
- 23:54 - Changing the Narrative of Senior Living
- 27:05 - Building Trust with Consumers
- 29:50 - The Future of Senior Care Finder
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Hate ‘Em or Love ‘Em: The Aggregator Dilemma in Senior Living
(with Heath Stukenholtz)
July 29, 2025 • Episode #30
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Hate ‘Em or Love ‘Em: The Aggregator Dilemma in Senior Living
with Heath Stukenholtz
July 29, 2025 • Episode #30
Clip 1 (38 sec.)
Attribution gaps make it hard to know what’s working in senior living marketing. To build trust and improve sales, you need to map the full buyer journey to meet prospects where they are—not just where it’s convenient.
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Unlock Health • The Move In: Senior Living Marketing Podcast
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Clip 2 (33 sec.)
Aggregators like Zillow and OpenTable have changed how we search. Today’s senior living consumers expect that same seamless, intuitive discovery experience. What worked 5 years ago may no longer apply.
Clip 3 (57 sec.)
Today’s adult child decision-maker wants research-first, talk-later. They avoid forms, don’t take cold calls, and demand transparency. To earn their trust, we must offer control, clarity, and frictionless access to information.
“Today’s buyers want to research on their own terms. They won’t fill out a form just to see pricing. If your strategy is still built around high-pressure funnels or outdated lead capture, you’re missing them—and you may never even know they were looking.”
More clips from this episode are available here.
Heath Stukenholtz
Co-Founder
Senior Care Finder