In this conversation, industry leaders discuss the findings of Unlock Health's 2026 Senior Living Marketing Survey, emphasizing the need for intentional marketing strategies amidst rising competition.
Larry Williams is joined by Jodi Langhorst, senior director of sales at Generations, and Thomas Cloutier, a seasoned marketing, sales and operations leader in the industry. They explore the importance of customer experience, brand awareness, and the evolving landscape of marketing tools.
The discussion highlights the significance of personal stories, empathy in sales, and the role of referrals in driving success.
As the industry faces budget constraints, the focus shifts towards optimizing marketing spend and enhancing the sales experience to foster meaningful connections with prospects.
Takeaways
- There's unlimited ways to get your message out , but never a bigger need for efficiencies.
- We focused a lot on quality over quantity.
- The sales experience is emerging as the true competitive edge.
- Smarter marketing spend will drive growth next year.
- We have to be right there with them in their journey.
- Empathy is the superpower of sales.
- Your best marketing is in-house.
- Brand trust and brand awareness are top priorities.
- The more money you spend, the more that cost is driven back to the residents.
- Optimize before you increase spend.
Chapters
- 00:00 Navigating Budget Constraints in Senior Living Marketing
- 02:53 The Evolving Competitive Landscape
- 05:48 Personal Stories and Industry Passion
- 08:45 Understanding the Competitive Environment
- 11:40 The Importance of Customer Experience
- 14:49 Differentiation in Marketing Strategies
- 17:39 Leveraging Technology and Tools
- 20:54 The Shift Towards Brand Awareness
- 23:44 Retention and Satisfaction in Senior Living
- 26:54 The Role of Referrals in Marketing
- 29:34 Future Trends in Marketing Spend
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Inside the 2026 Senior LivingMarketing Survey Report (with Thomas Cloutier & Jodi
Langhorst)
March 4, 2026 • Season 2 • Episode 3 • Data Insight Series #2 of 5
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Inside the 2026 Senior LivingMarketing Survey Report
with Jodi Langhorst & Thomas Cloutier
March 4, 2026 • S2E03
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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“There’s unlimited ways that you can get our message out there, but there’s never been a bigger need for efficiencies. The more money you spend, the more that cost is driven back to the residents. So you have to be intentional about cost and spend.”
Thomas Cloutier
Senior Living Growth Strategist
Clip 1 (36s)
If 15 communities sound identical, why should prospects choose you? In a crowded market, differentiation is no longer optional. It starts with story, sales experience, and execution.
More clips from this season are available here.
Clip 2 (49s)
Most communities lose prospects in the middle of the funnel. Intentional touchpoints and structured cadence are what separate average teams from top performers.
Clip 3 (36s)
Budgets are tighter. Expectations are higher. In senior living, every marketing decision now requires measurable ROI and clear customer acquisition value.
