Category: Senior Living

Craft and Communicate | Behavioral Research in Senior Living Marketing

From Data to Decisions: Behavioral Insights for Senior Living

May 14, 2025 No Comments

Behavioral research has revolutionized how we understand decision-making processes, especially for significant life choices like transitioning to senior living. At Craft & Communicate, we’ve seen firsthand how applying these scientific insights generates more qualified leads for senior living operators. The research is clear: while operators may focus on amenities, dining options, and activity schedules, the

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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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