In this conversation, Maggie Seybold from Welcome Home Software discusses the key insights from the 2025 Year in Review for senior living marketing.
The discussion highlights the shift towards intentionality in sales and marketing strategies, the importance of data in guiding decisions, and the growing significance of memory care.
The conversation also touches on the evolving landscape of digital search and the need for collaboration between sales and operations to enhance the overall experience for prospective residents.
Takeaways
- 2025 was a year of refinement in senior living marketing.
- Intentionality in sales and marketing leads to better outcomes.
- Fewer, better-qualified leads outperform high-volume pipelines.
- The inquiry to tour process needs to be treated as a system.
- Data should act as a check engine light for sales processes.
- Collaboration between sales and operations is crucial for success.
- Memory care is becoming increasingly important in senior living.
- Digital search behaviors are evolving rapidly.
- Operators are moving away from reliance on national aggregators.
- 2026 will focus on net operating income and long-term sustainability.
Chapters
- 00:00 Introduction to Senior Care Insights
- 03:00 Refinement in Senior Living Marketing Strategies
- 05:54 The Launch of Senior Care Insights Platform
- 08:59 2025 Year in Review: Key Findings
- 11:47 Intentionality in Sales and Marketing 14:48 Lead Generation Trends and Changes
- 17:47 The Evolving Landscape of Digital Search
- 20:58 Collaboration Between Sales and Operations
- 23:47 Memory Care: Growing Importance
- 26:55 Looking Ahead to 2026 30:07 Final Thoughts and Key Takeaways
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Senior Living Decisions in 2025: What the Data Tells Us (with Maggie Seybold)
February 17, 2026 • Season 2 • Episode 02 • Data Insight Series #1 of 5
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Senior Living Decisions in 2025: What the Data Tells Us
with Maggie Seybold
Feb. 17, 2026 • S2E02
Want to know how Unlock generates more qualified leads with our senior living digital marketing strategies?
Unlock Health • The Move In Senior Living Marketing Podcast
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“We need to have the information out there for people to engage with. And we need to accept that where in the past this journey was very much sales driven, it is now prospect driven. They do their research first, make their decision on whether or not they’re going to inquire, and then go from there.”
Maggie Seybold
VP of Customer Insights
WelcomeHome Software
Clip 1 (1m 3s.)
Leads dropped in 2025, but tours and move-ins improved. Why? Intentional targeting. Smarter qualification. Better fit. This shift changes how you measure occupancy success.
More clips from this season are available here.
Clip 2 (1m 36s)
2025 wasn’t chaos. It was refinement. Senior living operators shifted from reactive tactics to intentional execution. Here’s what thriving communities are doing differently.
Clip 3 (1m 1s)
More communities are shifting focus from just filling units to improving net operating income. Here’s why 90% occupancy isn’t the end game.