Category: Senior Living

Craft and Communicate | Digital ad budgeting

Reducing the Cost Per Conversion for Qualified Leads in Senior Living Digital Ads

March 14, 2025 No Comments

When considering how to cut costs, you may look at staffing, operations, or amenities. However, maximizing advertising efficiency is one of your greatest opportunities to focus on providing the best senior living and care. At Craft & Communicate, we manage significant digital ad budgets for senior living communities, ensuring every dollar is strategically invested. The

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Craft & Communicate | Family using a tablet

What to Do About Ethical Dilemmas in Senior Living Sales and Marketing

February 18, 2025 No Comments

Marketing senior living services — especially with technology — requires a delicate balance between persuasion and ethics. Seniors and their families are often navigating emotional and complex situations, requiring marketers to be transparent, honest, and respectful. To Craft & Communicate, great marketing isn’t just about avoiding pitfalls; it involves building lasting trust, establishing genuine relationships, and

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Craft and Communicate | Senior Couple Sitting On Sofa Using Laptop At Home Together

How Do Senior Living Referrals Compare to Other Types of Marketing?

February 3, 2025 No Comments

Many senior living operators have grown accustomed to referrals to generate leads, tours, and move-ins. While these lead sources are undoubtedly valuable, relying mostly or entirely on them reduces the opportunities that come with diversification. By shifting a portion of their focus to qualified leads from cost-effective marketing and public relations, communities can raise occupancy

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Craft & Communicate | Working team

What Are the Strengths of an Integrated Marketing Campaign in Senior Living?

January 16, 2025 No Comments

For senior living communities, the path to a move-in is rarely straightforward. Statistics reveal that seniors and their families often require 20 to 30 touchpoints — also known as points of contact and channels — before making a decision! These include everything from viewing social media posts to reading brochures, speaking with a sales representative,

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Craft and Communicate | Team members in a meeting

What Does an Online Audit Include for Senior Living Websites?

January 13, 2025 No Comments

These days, the journey to finding great care often starts with a click. Most older adults and their family members researching senior living options now begin online! This means your website and overall digital footprint can make or break their first impression, and it’s why an online audit is invaluable. What’s Included in an Online

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Craft and Communicate | Reflecting on 2024 photo

Reflecting on 2024: Wins, Growth, and What’s Next

December 18, 2024 No Comments

2024 marks the end of my 18th year in senior living marketing and communications. Looking back over these 18 years of all the thousands of sales associates, marketing teams, advertising teams, and activity directors I’ve worked with brings tears to my eyes. What a wonderful industry we’re in. This year brought a lot of wins

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Craft & Communicate | Team Strategizing

Why Artificial Intelligence Alone Isn’t Enough in Senior Living

December 5, 2024 No Comments

Many senior living operators are tempted to believe that AI can almost completely reduce their marketing costs by increasing productivity. We don’t think this will be possible — at least not for a very long time. While artificial intelligence seems like a cost-effective solution, the reality is that senior living marketing is deeply personal and

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Craft & Communicate | Automated Living

What Automated Living Means for Senior Living Communities

November 28, 2024 No Comments

Technology is revolutionizing senior living, creating solutions that enhance older adults’ lifestyles while supporting those who care for them. We’ve talked about AI and automation for senior living marketing, but now we’re shifting our focus to tech’s impact on the lives of seniors themselves. The Rise of Automated Senior Living Automated living — also known

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Craft & Communicate | Team Strategizing

Five Ways You Can Use AI to Help With Senior Living Marketing

November 22, 2024 No Comments

Artificial intelligence is increasing the pace of senior living marketing, from automating content creation to improving ad targeting. Our adaptable team at Craft & Communicate will get you up to speed for a more efficient workflow. Here’s a glimpse into the ways AI helps senior living marketing, along with some warning signs you should look

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