『368: Build a Sense of Belonging with Debbie Howard』のカバーアート

368: Build a Sense of Belonging with Debbie Howard

368: Build a Sense of Belonging with Debbie Howard

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 https://youtu.be/dNEb8GCeA-k Debbie Howard, CEO of Senior Living SMART, helps senior living operators build a sense of belonging while guiding older adults and their families through complex, emotional decisions. After working at the community, regional, divisional, and national levels, Debbie founded the agency to make senior living easier to understand, more transparent, and more centered on the consumer. Her mission is to help prospects become the heroes of their own stories while giving operators the strategy, technology, analytics, and resources required to grow. In this conversation, Debbie introduces The 3W Senior Living Growth Framework—Whether (move or not yet), Where (brands, amenities, reputation), and When (degree of urgency). She explains how senior living marketers can map consumer questions, content, and channels to each decision stage while addressing both emotional and informational needs. Debbie also discusses creating an always-on nurturing system with no dead ends between marketing and sales, measuring each channel’s contribution across a 28-to-42-touchpoint journey, and prioritizing long-term revenue over short-term occupancy. She shares how proprietary products such as marketing certification, transparent pricing, virtual tours, and predictive move-in modeling can create better consumer experiences and more scalable agency growth. — Build a Sense of Belonging with Debbie Howard Good day, dear listeners. Steve Preda here with the Management Blueprint, and today my guest is Debbie Howard, the CEO of Senior Living SMART, an agency with a strategic focus on innovative marketing and sales enhancement, propelling the growth of occupancy rates through targeted strategies of senior living homes, I presume. Debbie, welcome to the show. Thanks, Steve. Thanks for having me. Well, that’s super exciting to have you because I don’t remember having anyone running senior living homes or a business regarding to that. So my first question will probably resonate with you. What is your personal Why, and how are you manifesting it in Senior Living SMART? Yeah. So before starting the company, I kind of grew up in senior living, senior housing. And just so listeners know, like, what does that mean? It really means anything in the spectrum of aging, from 55-plus kind of luxury living to retirement, active adult, and then some of the needs-based care, like assisted living and memory care, or a continuum of care, which is typically nonprofit. That would be, you know, CCRCs or, like, continuing care retirement communities or life plan communities. And so it’s a big business. And we are an aging population, and the business is booming and doing very well. But I grew up in a time when people didn’t understand what senior living was. They only kind of knew their home and the home. And nobody ever wanted to go to the home. And so then came an industry that no one really had a lot of knowledge about, which was beautiful, luxury, private-pay lifestyle plus healthcare, which was not a nursing home and provided more support than home care could. And so it was a new market. It was something that was kind of a blue ocean at the time, so we were selling a concept that nobody really understood. I started working at the community level, helping families make the best decision for themselves or their loved one.Share on X And then I was at the regional level, the divisional vice president level, and the national VP of sales and marketing for one of the top five publicly traded companies in the industry. And it just always bothered me that nobody was really interested in making things easy for the consumer, for the prospect. The brands were focused on themselves and telling their story rather than making the prospect the hero of the story. And it was more outbound marketing. It was more secret keeping. Like, “We’re not going to really tell you anything. We’re going to force you to call or come in because we know everything about this industry that you don’t understand.” And people were in an emotional state, right? There’s a lot going on. It’s a big deal to move into one of these communities, and nobody kind of walked alongside the prospect and really helped guide them, and we thought we could do better. So we started Senior Living SMART. SMART’s an acronym for Strategy, Marketing Automation, Analytics, Resources, and Technology. Strategy because a lot of operators have tactics but not strategy. Marketing because at the point 14 years ago when we started the company, digital marketing was just coming out, so they had a lot of traditional marketing, but they were really confused and wary of digital. There was no marketing automation. Analytics, because they either had no data or they didn’t understand the numbers and information they had. Resources, because they didn’t know where to go for what. What’s the best CRM? Where do I get floor plans? Nobody understood. We’...
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