Category: Podcast

S3 Episode 24 – A Special Thanks to Pam McDonald

Pam McDonald has served as the host of Foresight Radio since we began. She has recently stepped back from the role and we wanted to show our appreciation for all that she has done over the past three years. Here’s to you, Pam.

S3 Episode 23 – Are You Living Your Mission or Is It Just Lip Service?

Steve Moran interviews Deborah Potter with SageAge Strategies (a Foresight partner). They discuss how the entire approach to marketing senior living is changing, how staffing challenges are affecting marketing strategies, and the importance of cultivating empathy as a skill among senior living staff.
Also, check out SageAge Strategies’ LinkedIn page.

Increase Referrals With Unique Marketing Tools

By Pam McDonald
Cathy Berry, marketing director, and Hal Price, chief business development officer, for Healthcraft Creative Solutions, tell Foresight Radio Host Pam McDonald how this specialty marketing service can benefit senior living communities. Takeaways (lightly edited) are below or you can listen to the entire podcast episode here.
HAL: Healthcraft Creative Solutions has a specialized focus on wellness and healthcare in the post-acute healthcare space.
CATHY: Post-acute healthcare providers include skilled nursing, independent living, assisted living, continuing care retirement communities, and other providers. We also serve vendors, that is, people who are hoping to get in front of senior living leaders.
Marketing Focused on Wellness and Healthcare
HAL: We focus on promoting rehab and wellness services to our target population of people who provide those services, people who receive services, and people who meet the needs of other providers. We really think in terms of those needs falling in the general category of rehabilitation, prehab, wellness, and restorative care. You can think of it in terms of services needed as people try to age gracefully and actively. We can offer the right kinds of services for providers to keep people as active as possible for as long as they can.
CATHY: We’re focused on several areas of big impact, including brand positioning. So, we can help with developing your key messages, value propositions, or even basic assets such as logos or brand guidelines.
We provide both traditional and digital marketing. So, if you’re looking for support with outcomes-driven collateral, we can develop those materials. We would use your specific community results to help attract more referrals from providers by really explaining to consumers why your community would be the best place for them to recover and thrive.
We can help with community outreach through full social media management, and market analytics. We also can provide a lot of support with opportunity assessment, which looks at your local market overview, at referral patterns, to establish the opportunities that might be available to you. We can provide guided recommendations around those analytics and help with your sales planning.
Helping Providers Who Don’t Have Marketing Departments
HAL: When you think about any type of company that needs to communicate with customers or potential customers, people always think in terms of marketing. Some people have a large enough organization to afford several people or have a marketing department. People on the other extreme may think there’s no money for dedicated marketing people, so I’ll just do it myself. And then there’s all that space in between. We tend to target those people who really have not been able to hire their own marketing talent or have maybe one or two marketing generalists.
CATHY: Healthcraft Creative Solutions uses both digital and traditional marketing techniques. Traditional being paper materials: brochures, flyers, and advertisements. On the digital side, we really focus heavily on social media, helping to expand people’s presence there and drive their engagement; really getting the word out to as many folks as possible online.
We’re very flexible based on our client’s individual needs. If you’re looking for a single project solution, we can certainly provide that on a one-off basis. Or we can work as your virtual, in-house solution. We’re just a phone call away and we can work on a variety of different projects on an ongoing basis. That’s what we do for several of our customers today.
Pinpointing Local Growth Opportunities
HAL: Businesses market so they’re more likely to achieve their business objectives. So, when we’re talking about the providers of senior care services, they’re going to measure success in terms of are we helping them keep their location filled with the right types of residents? Can we help you develop more customer relationships? If we’re not meeting their business objectives, we’re not helping them grow. They may think, ‘I don’t know that I really need you.’
CATHY: We have a Market Mover Opportunity Assessment that provides a real, in-depth look at your local market analytics. Who the providers are, who the referral sources are, what kind of payers are in your market, and who’s part of those payer groups? Really just looking for opportunities. We can help you identify trends so you can determine if you could build a specialty program based on the referral patterns we see.
Perhaps your local hospital is referring a large patient base with a certain DRG and that’s something your clinical staff could handle, so you could capitalize on their large number of discharges from that setting.
An Opportunity Assessment Tool
CATHY: Our Opportunity Assessment tool has a neat feature that helps you visualize the data from your specific community. You see your individual outcomes and your wins. We define a win as that outcome where you are doing better than the local market average, and you’re also better than the national average. What our tool does is help you visualize that in a chart form. Then you can clearly tell your story to those referral sources. You could share that information with a referral source and say, “I’m doing the best at this measure, and this is why you should send your patients to me.”
HAL: That puts you in the position of being able to go to senior communities’ referral sources and say, “Let me show you what we’ve got and how this is even better suited for your needs. We’re here to help.”
No New Technology Needed
CATHY: You don’t need a new platform or other technology; it’s all provided via an Excel spreadsheet that’s interactive. Our analytics team will walk you through the report we offer and explain it step by step, so you know what we’re seeing, and what our recommendations are.
You’re able to click through it yourself or we can work hand-in-hand to let you know what we’re seeing and then work together to create a plan. It’s a collaborative approach to really putting that best story forward. We’ll think of what’s the most compelling way to get your story across.
So, if you really want to drive short-term referrals, we’ll take a look at things like your rate of discharge to community, and your functional improvement. We’ll put together a clear, concise story where prospects see the message you’re trying to get across in two seconds — that you are that clear choice for them to send their patients to.
HAL: The report will also help identify where the patients are that are receiving any hyper-reimbursement you may be targeting. So, if a community is more focused on private pay, we can help identify where the best private pay candidates are. If you’re targeting Part A patients who have specific medical issues or conditions, we can identify who they are, where they are, and help you let the provider know about the programs you’ve got that will best meet their needs. Or you might create specialized programs to address the types of challenges those people have.
Expert Help with Marketing
CATHY: I think people are drawn to what we have to offer, especially in the senior healthcare space, because we bring them opportunities to focus on their top-of-license responsibilities, while we take over the marketing part for them.
HAL: Anyone who thinks they can’t afford to have marketing support should be talking with us. We have set ourselves up like a marketing co-op. We have a stable of talent. We have people who are outstanding writers, graphics experts, analysts, and social media experts. If you need an hour of time, an ongoing presence, or anything in between, we can take care of that for you.
People can call us at 972-372-6790, visit us online at, or email [email protected] or [email protected]

S3 Episode 22 – Ditch the Pendants and Join the Future of Fall Prevention

The story: This cutting-edge fall-detection and -prevention tech is dignified and respectful … and utterly cool.
The guest: Delaine Blazek, chief commercial officer, Dele Health Tech (a Foresight partner)
Your host: Steve Moran, publisher, Senior Living Foresight
“We want to help people protect their privacy. We want to help them age with dignity. And part of that is a philosophy of not being on a live video stream. There’s nothing more scary for some of these people than to be recorded, to be watched, to be monitored—unless you’re going to be a reality TV star.”
—Delaine Blazek
Learn about the latest in fall detection!
This episode of Foresight Radio is sponsored by Dele Health Tech.

S3 Episode 21 – This New Playbook Reveals Secrets for High Occupancy

Sales expert and chief marketing officer for Vitality Living, Julie Podewitz reveals some of her secrets for senior living occupancy success in her book, Solving the Occupancy Puzzle: A Senior Living Regional Director Sales Playbook. Interviewed by Lola Rain, Foresight Radio host, Julie notes that her book includes a list of 19 “if-then” solutions for solving specific occupancy challenges. Learn more about the book here.

S3 Episode 17 – Steve Moran’s Secrets for Crushing Conferences

In our newest episode, Foresight Publisher Steve Moran describes to Foresight Radio host Pam McDonald the tremendous value he gains from attending professional conferences. “First,” he says is, “connecting with old friends” and making new ones. Additionally, he delights in the opportunity to learn new things. And he notes: “Frankly, it’s a time to have a lot of fun.” Learn Steve’s conference-going tips, listen to the episode today.

S3 Episode 16 – Kisco Adds Its First Environmental Health and Safety (EHS) Director

As Kisco Senior Living’s first Environmental Health and Safety Director Mizuki Sato-Berkeland helps ensure its communities are “the best places for their residents to live and associates to work.” She tells Foresight Radio Host Pam McDonald that the crux of her job is improving health and safety processes, staying on top of compliance and regulatory items, and educating and training staff around things that allow everybody to stay safe. Listen to the episode today.

S3 Episode 15 – Assisted Living Week — Opportunity for Policymakers to Get to Know Us

National Assisted Living Week — Sep.12 – 18 — is a perfect opportunity to build relationships with your local elected officials. Foresight Radio Host Pam McDonald interviews Helen Crunk with the National Center for Assisted Living about this year’s theme and ideas for activities. She also talks with Sally Michael, Director of the California Assisted Living Association, on why these relationships can be so valuable to individual communities and to the senior living industry. Check out for products and additional ideas!

Why You Should Treat Your Team Members Like Prospects

By Gail Peacock
I know this is going to sound crazy, extravagant, and even wasteful, but I have figured out that when I treat my team members — from the front line staff to department heads — they love coming to work and they love residents more.
Here is how it looks for me:
Everyone on the team needs to feel seen, heard, and included for the team to work as one. This has become more important during Covid, which put us into this state of all work and no play. Everyone ended up spending all their time looking down and not up. I needed to remind people to look up . . . that’s when the smiles happen and the memories are noticed! After all, we are working together to make our residents and families happy! 
Some Quick and Easy Tips
I have put into place some easy, cheap, and quick gift ideas:

I asked all the staff including the management team to fill out a “favorite things” sheet where I ask easy things like a favorite snack, flower, hobby, restaurant, etc.
Then every week I pick 2-3 caregivers and bring them a few things from their list. It’s always a surprise, and they feel appreciated. Wouldn’t you if someone brought you a goody?
We take a lot of photos of our residents and staff showing the fun we have each day. Many times, we can catch a priceless moment and it warms everyone’s heart. I then share the photos with families by mailing copies or texting them with a quick note. I also print copies for my team, frame them and add them to the décor of the community.Who doesn’t want to show a smiling resident and team member while on a tour??? Families love to see their loved one in a framed photo in the common area.

Make it Personal
Each morning before I get out of the car I record a video that I send to all the staff. I greet them, thank them, and then hit 2-3 things happening that day; move-ins, tours, visitors coming, etc. It makes all people feel included and “in the know” and this helps me build rapport with the team.They need to see the playful side of my personality as a leader, not just the one that is about tasks and follow-up. Sometimes I refer to a song I heard with a good message or just a memory that came to mind. I always want to make it personal, so they see the real me on the inside!
That’s it. It makes what I do a joy for me, for the team, residents, and prospects.

Sir Richard Branson and Virgin Senior Living

By Steve Moran
I watched Richard Branson launch into space on Virgin Galactic’s VSS Unity spaceplane this past Sunday with almost as much fascination as when as a young kid watching Alan Shephard blast into space as the first ever American Astronaut; the first orbital flight and the first shot to the moon and of course the first man on the moon.
I confess, like that little kid so long ago watching Alan Shephard, I watched the whole thing: takeoff, separation from the mothership, the weightlessness, and most importantly the landing. And just like that little kid of long ago I thought “I want to do that.”
Richard Branson Takes On Senior Living
I got to wondering: What if Richard Branson went into the senior living business? Here is what it might look like:

He would look at what is being done today so he could figure out how to do it better while being cost effective.
He would be 100% focused on making the resident experience the primary focus while being excellent at the basics of care and hospitality.
He would come to the conclusion that the one thing, the big thing, that senior living has over all other living options for older people is that it creates community, which is the single most important thing for emotional and physical wellbeing.
He would make sure working for Virgin Senior Living (this would have to be the name right?) was amazing. That everyone would love coming to work.
Lastly, he would figure out how to get the story of this latest business venture splashed all over the media. Making moving into a Virgin Senior Living community look like the coolest thing an older person could ever do.

Then I Got to Thinking . . .
What would it be like if a senior living organization, or the whole industry, decided to send an 80-year-old, 90-year-old, or even a 100-year-old resident into space? Imagine the publicity, the news stories, the interviews, segments on the morning shows, the weekend shows. It would generate so much publicity that the cost of sending an elder into space would be trivial.
We have got to be looking for ways to make senior living look cool or someone else will. 
Could we do this? Should we start a GoFundMe page to make this happen?

4 Things to Make Your Residents and Their Families Fall Head Over Heels in Love With You

By Steve Moran
As a senior living operator, you are in a fierce fight for residents. Your competition is:

Apathy – Just do nothing because it is easier and feels less risky than doing anything else.
Staying at home – Because people are passionately committed to staying at home and in most of North America “staying at home”, “aging at home”, “dying at home” are all powerful metanarratives that are continually reinforced by media, friends, family, and even the government.
Other Senior Living Options – This for sure includes other senior living communities, but also includes nontraditional options that are not home.

Lessons from the Hotel World
In some sense, hotels are a sub-optimal parallel but it is likely the best we have. Here are some research-based lessons that have heavy implications for senior living:

A comfortable room is the most important thing. What is curious about this is that it does not necessarily translate to a large room or even luxurious, mostly just comfortable.
More interesting is that amenities and facilities are less important even though it is an area that gets a ton of attention from operators and developers.
Perhaps most critical of all is friendliness and attentiveness. Residents, prospects, and families want to know they are a part of something special, part of a community. Residents need to think of communities as their home, their people, their tribe. And not just the place where they will live until they die.
The thing that gets overlooked is to figure out the stuff you are doing now that you should stop doing. In the hotel world, most consumers would be perfectly happy to eliminate things like the gift shop, in-room dining, luggage services, even the bar, and fitness center.It may very well be that you are doing things that almost no one cares about. Things that are costing you money and are a distraction to your team. 

The big challenge here is that it mostly comes down to people, your team that are the feet on the ground. If they love working for you, for your organization, it makes those 4 lessons very doable. Ultimately if your team is not thrilled to be a part of your organization, if they are just doing what they do for a paycheck it will be tough, maybe even impossible, for you to make these things happen.

10 Questions – Do You Have a Leadership Problem?

By Steve Moran

I am currently involved in two organizations that I care passionately about. Each one has significant workplace cultural issues. It is obvious to the leaders that their organizations have problems and don’t function the way they should or the way they want them to. But they are completely clueless as to the WHY, or how to fix it.
And this is not even the worst part of it.
They are completely 100% clueless that they ARE THE PROBLEM and that it is 100% in their power and control to fix it.
In both cases, the fundamental problem is that those being led do not have a real and serious commitment to the organization. This is because the leaders have given them few if any, reasons to be committed.
It drives me crazy because these leaders don’t want to hear it. They have just decided that it is not their problem. Rather, it is the fault of the people they lead.
If you are struggling to get your teams, your volunteers behind your organization, and you as a leader, you might be the problem.
Are you not sure?
Is This You?
Ask yourself these 10 questions about how you interact with your team. Initially, I was going to create a scorecard for these. But if you are willing to be introspective and honest with yourself, you will know whether you are hitting or missing the mark.
Here they are:

How often do you thank your team members in public?
How often do you talk about how your team members are a part of something big and special?
Can you articulate what makes your organization or part of the organization special?
How often do you simply sit with the people you lead and ask them, “How are you doing?”And then pay attention to the answer and affirm it or help if they are struggling?
How often do you do this with the people on your team that you like the least? You know there are some of those.
How often do you take the time to ask a team member to teach you something?
How do your team members know they are doing a good job?
When someone makes a mistake how do you handle it?
How often do you say, “I am sorry, I got that wrong”?
How often do you say, “Just go do it, you don’t need to ask permission”, and mean it?

If you are thinking, “that’s not me” about any of the 10, don’t beat yourself up. It just tells you that you have some easy wins right at your fingertips.
Click here to read comments and join the conversation about this article.

S3 Episode 13 – Ethics, SEO, and More: Getting Digital Marketing Right

Dan Gemp, president and CEO of Dreamscape Marketing, shares with Senior Living Foresight’s Leigh Ann Hubbard tips about marketing in the digital space, including basics for SEO and Facebook ads. His firm promotes ethical marketing in which you “invite people into conversations, demonstrate your value proposition, and let them make up their own minds.” Listen today, visit and request a no-obligation free assessment of your website.

S3 Episode 12 – Does Your Onboarding Process Encourage New Hires to Say, ‘You Should Work Here Too’?

Through her company, Drive, Denise Boudreau-Scott assists long-term care communities to establish company cultures that attract and retain staff. Denise tells Foresight Radio Producer Pam McDonald that the onboarding process can set the stage. “Be intentional,” she recommends. “What really counts is the feeling the new hire gets with each interaction. Make sure the feeling that’s coming across is the feeling you want it to be?” Listen today. Click here to request your copy of 65 Ways for Attracting, Onboarding & Keeping the Best.

This TikTok Will Break Your Heart! – Senior Living Too?

By Steve Moran
Let’s just start with the video:

#helpme #ubereatsdriver #traction #positiveforce
♬ original sound – Smithson Michael

I know it’s not caregiving or senior living, but honestly, watching this broke my heart. My first thought was I wonder what a caregiver in senior living would say in a TikTok about their compensation and the struggles they have to pay their bills.
Think About It This Way
Until watching this TikTok, I had never quite thought about it this way. But what if we were to poll every care worker, every frontline senior living worker (which means we expand to housekeeping and dining services, maybe even life enrichment?) How many of them do not struggle each month to pay their bills and end up having to “do without” or make hard choices that deny their kids things they want, or worse, need?
Our Biggest Achilles Heel
We tend to believe that if we can just figure out what boomers want in senior living we will be all set. It’s an important and critical question. But if we can’t find workers or can’t afford them, knowing the right formula for boomers will have zero value at all.
I do know the very first step to figuring this out is figuring out how to make workers love coming to work in senior living every day.
Click here to read comments and join the conversation about this article.

S3 Episode 11 – Senior Savvy: Relieving Tech Stress So Seniors Can Thrive in Today’s World

Abbie Richie tells Pam McDonald, Host of Foresight Radio, that she founded her company, Senior Savvy, to bring training and support with tech software and devices to seniors.
Sometimes referred to by her students as their “technical fairy godmother”, Abbie says, “It’s truly the marriage of two things I love — all things tech and helping older people.
Abbie’s home is in Phoenix, Arizona, where there are lots of retirement communities. She started calling them, offering a workshop titled “Cell Phone Secrets for Seniors.” She says, “By the end of the day, I’d called five communities and got three bookings.”
The pandemic shut down her in-person sessions, but she began offering classes over Zoom, launched a YouTube channel, and has an “Ambassador” program through which communities can buy blocks of tech support time for their residents. “I do get a lot of calls from adult children too,” Abbie says. “They need help with their technology themselves or are too frustrated to be in this dynamic with their folks.” Get all details from Abbie about the programs and services from Senior Savvy; listen to the podcast today.

S3 Episode 10 – Regenerate Rather Than Retire in Senior Living with a Farm in the Front Yard

Chip Conley, founder of the Modern Elder Academy (MEA) unveils for Steve Moran, Senior Living Foresight Publisher, the next iteration of senior living — regenerative communities. These communities, Chip explains, are designed so residents can contribute to regenerating 1) the soil, 2) their soul, 3) the community, and 4) the locale. Learn all the details. Listen today.

S3 Episode 9 – Avoid Sales Versus Marketing: The Right Talent on the Right Team

Senior Living Foresight’s Chief Strategist Lola Rain and Foresight Radio Producer Pam McDonald talk sales and marketing. Lola points out that there may be a disconnect if the salespeople and the marketers don’t understand what each other’s jobs really are. Learn more about the mindset and skills needed for building a collaborative team that gets move-ins.

These Tech Tools Will Transform Your Marketing

By Leigh Ann Hubbard
The communities with the most effective marketing aren’t just the ones with the best ideas. They’re the ones with the best tech.
The right tech tools amplify your marketing, maximize your budget, increase your productivity, and even reveal which techniques will work best in your next campaign.
But with all the options out there, what are the right tech tools? The array can be overwhelming.
Not to worry. Dan Gemp is here to help. As president and CEO of Dreamscape Marketing (a Foresight partner), he’s an expert in digital marketing — specifically for senior living. He knows which tech will maximize your efforts so you get leads and move-ins.
One company with census issues hired Dreamscape Marketing in May, at the peak of COVID. “Their call volume from then until now using our digital strategies increased 207% as a monthly average,” Dan says.
Here are some of the tools he considers must-haves.
Google Tools
The first tools Dan recommends are free: Google Analytics and Google My Business.
Google My Business in particular “has been pivotal during COVID,” Dan says. “Places that have really strong reviews entered COVID from a position of power.” People who didn’t check reviews previously are doing so now, he says, and “49% of consumers need to see a four-star rating before they’ll choose to use a business.”
Plus, beefing up your Google My Business profile by adding lots of details can boost your local search rankings. You can even create posts on the platform as you do on other social media sites. “The more information you give Google the better, and there’s no better place to interact with Google than in its own sphere,” Dan says.
Interactive Tech for Your Website
Incorporating interactive chat-based tools into your website can increase conversions, save you time in the qualification process, and inform your eventual person-to-person conversations.
Options include lead assessment software, live chat, and interactive FAQs (automated chatbots).
For example, Dan likes the lead-assessment tool Roobrik (another Foresight partner). “We have specifically seen it increase conversions 30% to 40%.” Roobrik is an interactive Q&A — an assessment tool that helps prospects determine what level of care, amenities, and so on are right for them.
When a prospect interacts with Roobrik, you receive the information, including where the prospect is in the decision-making process, so you can speak to them relevantly about their concerns. You’ll also get invaluable overarching data, like what your prospects are most concerned about when it comes to senior living.
Engaging prospects, while they’re on your website, keeps them from quickly moving to a competitor. And tech like this bridges the gap when tours aren’t on the roster. “That’s the part people are no longer willing to do — take a tour — but they’re still willing to answer your questions,” Dan says.
Call Tracking Software
Here’s a best-case lead scenario: A prospect motivated to move calls your sales office. You answer their questions and determine next steps.
So how do you prompt that scenario to happen? You figure out what marketing material is leading to those calls. Tech can tell you that.
Call tracking software reveals, for example, what website a caller was on previously — or whether a print ad prompted the call.
Maybe they went from Facebook to your main website. Or maybe they’re calling using a tracking number you designated on a postcard, business card, or billboard.
Having this information tells you what’s working, so you can replicate it. Call tracking software is so useful that Dreamscape Marketing includes it in their service offerings for free.
Dan has seen the use of call tracking, alongside a hyper-local SEO strategy, lead to a 50% increase in digital move-ins.
Sales CRMs
Once you’re getting all those leads, customer relationship management software, called CRM for short, can help you organize and nurture them.
Now that many people are researching and making decisions solely online, “you need to be in more frequent communication so you don’t lose that lead to a competitor,” Dan says. One way to do that is to set up automated emails to check in, share COVID-related information, or follow up in another way that’s specific to the concerns they shared with you.
In addition, integrating your CRM with other tech you’re using can save you a remarkable amount of time. For example, call tracking software can integrate with a CRM so every time the phone rings, a new lead is created in the CRM. Integrations like this can reduce your sales and admission labor by the equivalent of almost a full employee, Dan says. “Or, let’s say you only have one salesperson, and they’re not really doing tours anymore. They would be able to almost double their productivity” because as they went through sales calls, they wouldn’t have to enter so much into a system manually. 
Data to Inform Decisions
With continued use, these tech tools save you time, improve follow-up — and start informing your future strategies. “The point of all this technology is not to complicate your life,” Dan says. “It’s to give you extremely specific data, to tell you what to do next.”
Within all of these tech options, there are many brand choices. If you’d like guidance on what will work best for your team, Dreamscape Marketing can help. They even set up all the tech — including integrations and automations — for their clients.
Right now, Dreamscape Marketing is offering complimentary strategy sessions. Claim your spot by filling out the form below.
Click here to read comments and join the conversation about this article.



S3 Episode 8 – Laughter on Call Brings Joy and Connection to Memory Care Residents and Comedy-Based Training to Caregivers

Comedian Dani Modisett’s mother fell into a deep depression following her move into a memory care community and Dani couldn’t snap her out of it. But, Dani said, “I really love to take difficult subject matter and get people to laugh. It opens up a conversation.” That idea led Dani to found Laughter on Call in her mother’s honor to offer comedy-based dementia caregiver training and lots of programs for seniors. Listen today to Dani’s story and visit her website at

S3 Episode 7 – Surprise and Delight Residents Using the Magic of Theater

Developer-owner Paul Griffin of Griffin Senior Living along with Michael Ferguson, founding partner of Theater DNA, are reinventing community interiors to pump up the energy and vibrancy. They want to surprise and delight residents through the magic of the theater to transform static interiors by bringing the outside world in. Listen today to discover how they’re reimagining life in senior communities.

A Little Lie Can Cost Big Money – 6 Tips for Ethical Marketing

By Leigh Ann Hubbard
As occupancy rates keep setting record lows, senior living marketers are feeling pressure to do whatever it takes to attract qualified new residents. The temptation to push ethical boundaries can be great. A little white lie or exaggeration here and there — what does it hurt?
For one thing, it could hurt your profits. Sticking to your moral guns can save you money while attracting better leads, says Dan Gemp, president and CEO of Dreamscape Marketing, a Foresight partner.
The company specializes in ethical digital marketing. They use clients’ budgets judiciously, market transparently, and focus on bringing in not just leads but leads likely to convert.
Here are their top tips for how to market ethically and be more successful than you would otherwise.
Tip 1: Market Your Specialty
“You’re not going to trick someone into moving their mother into your location,” says Dan, who tends to pull no punches.
For example, if your community offers excellent care options, “your digital marketing plan should not default to broad lifestyle messaging, but instead target the precise demographic of prospective residents searching for your expertise,” Dan says.
On the other hand, if care isn’t your strength, focus on what is. For example, Dan has seen some communities tout memory care even without a strong program. “So they’re somewhat taking advantage of people with dementia,” he says. “Whereas we have found if you advertise your specialties transparently and ethically, you’ll actually get more move-ins. You’ll make more money that way than pretending.”
If you’re struggling with finding the right messaging, consulting with a marketing agency can help. A firm with experience in senior living can tell you what they’ve seen work for communities like yours.
Tip 2: Get Your Own Leads
To say that Dan doesn’t like lead aggregator services is putting it lightly. “Essentially, they’re ‘selling’ your parents to the highest bidder,” he says.
And given aggregators’ markups, many communities would prefer not to work with them either. But does pulling the plug with this lead generator mean losing leads?
Not necessarily. “Communities could do exactly what placement service sites do to generate leads for 30% less money. That’s the data,” Dan says. “All these sites do is hyper-local SEO and localized paid search ads, and then mark up resulting inquiries.” 
If you focus your content — website, articles, blog posts, social media, online ads — on the town your community is in (or, in large cities, on the neighborhood it’s in), you can get leads coming directly to you instead of a third party.
Not only that, but you may get better-qualified leads. “What’s better than 100 phone calls? 10 phone calls and 10 move-ins,” Dan points out.
Great search engine optimization is important in this method, especially in competitive markets. If you’re not an SEO expert — or if you don’t have time to develop new content — you may want to outsource some of the work. In that case . . .
Tip 3: Make Sure You’re Served Ethically Too
A lot of senior living marketing agencies template their services to maximize their profits, Dan says. “They give the least amount of deliverables for the most amount of money.” For example, they may offer to run lots of paid ads, even if that’s not the best solution for their client, because that nets them easy money.
Dreamscape Marketing has a different business model. “We’ve directly profited by staying old-school ethical — 100% good for our word — and, regardless of budget, always delivering for our clients,” Dan says. “We would rather be clever and not have to spend all of your money to accomplish your goals. That builds partnership.”
Tip 4: Market with A Mission
Though marketing sometimes gets a bad rap because of unscrupulous players, when done ethically, senior living marketing has the power to help improve lives.
Dave Grauel, marketing director at Dreamscape Marketing, goes so far as to say that if your community is excellent, you have a moral obligation to help people find it.
For example, if, through SEO, you get to the top of a key organic Google search result — or, even better, the highly coveted Google local pack results — that’s a great marketing success. But it’s also an ethical win. By making your community easy to find, Dave says, “you are boxing out — taking digital real estate back from substandard operators, and ensuring the senior population you’ve dedicated your career to serving connects with their possible new home.
“It is your humanitarian, moral obligation to deliver your message — tell your story where it will do the most good. In 2021, that place is at the top of Google search results through digital marketing,” Dave says. “You owe it to your future residents to be at the top of Google, or else someone else will be.” And that someone else may not be as ethical as you are. “We would love to see this industry competing for the strongest transparency in dialogue and ethical operations.”
If you’re interested in exploring how ethical marketing could help your community succeed, while reducing costs, you can book a complimentary strategy session with Dreamscape Marketing. Ask questions and get answers specific to your challenges. To claim your complimentary consultation, fill out the form below.
Click here to read comments and join the conversation about this article.


S3 Episode 6 – New Blood, Fresh Ideas: College Senior Emma Meads Chooses Senior Living for Her Career

College senior and Foresight intern Emma Meads tells Pam McDonald, Foresight Radio Producer, she is sold on the industry and hopes to make it her career. She says, “I found a part-time job during college as a server in a senior living community and I fell in love with it. I think it was the people I worked with, their compassion and patience. Your coworkers are in the industry for the same reason — we just have a passion and a love for it.” Discover what excites Emma about senior living and what she already thinks could be improved. Listen today.

S3 Episode 5 – Shining A Light on Your Buildings’ (and Residents’) Health

On Foresight Radio, Jack Sterne, principal with Lumenant, discusses how building environments can affect residents’ health. He tells Steve Moran, founder and publisher of Senior Living Foresight, “The interesting thing about healthy buildings is so much of it is actually invisible.” Listen today to learn what you can do to improve the health of your buildings and your residents.

S3 Episode 4 – Matchwell Facilitates What Healthcare Workers Want Most — Flexible Scheduling

A flexible working schedule is the #1 desire of healthcare clinicians, says Rob Crowe, Founder and CEO of Matchwell. In an interview with Foresight Radio Producer Pam McDonald, Rob details how Matchwell connects a growing number of flex job seekers with companies that have gig work available. “It’s direct and transparent,” he explains. “And, at the end of the day, this is about revolutionizing an industry and doing it together.” Listen to the podcast today. Discover more about Matchwell at

Thank you to Dreamscape Marketing, our Foresight Radio sponsor.

S3 Episode 3 – Argentum Urges Senior Living to Join Its New Advocacy Initiative

[Recorded a few days prior to the inauguration.]
What should the senior living industry expect from the Biden Administration and the new 117th Congress? More money for PPE, vaccines, and the like, or more regulation? Listen as Argentum Public Affairs SVP Maggie Elehwany gives Foresight Radio Producer Pam McDonald the lowdown. Elehwany also introduces “Argentum Advocates”, the association’s new initiative to increase senior living leaders’ participation in shaping federal legislation and regulation. Listen to the episode today; join “Argentum Advocates” at its website.
This episode is sponsored by Dreamscape Marketing, a full-service digital marketing agency specializing in the unique needs of senior living communities.
Are you ready to drive brand awareness and increase leads for better resident acquisition? Let Dreamscapes’ exceptional digital strategist, developers, designers, and writers work with you to meet your senior care community’s unique business development goals.
Dreamscape has been serving health care clients since 2005 and is ready to provide you a complete digital presence through industry-leading website development and tailored-to-you digital marketing campaigns. Check out Dreamscape Marketing today.

S3 Episode 2 – Tiny House Villages – A Viable (and Affordable) Option for Senior Living?

Foresight Radio Producer Pam McDonald talks about tiny houses with Andrew Constantino, assistant program manager for the Low-Income Housing Institute (LIHI) in Seattle. Andrew describes the tiny house movement as a loose coalition of people who are interested in a more simplistic lifestyle. Listen to the episode today. Click to learn more about LIHI.
This episode is sponsored by Dreamscape Marketing, a full-service digital marketing agency specializing in the unique needs of senior living communities.

Are you ready to drive brand awareness and increase leads for better resident acquisition? Let Dreamscapes’ exceptional digital strategist, developers, designers, and writers work with you to meet your senior care community’s unique business development goals.
Dreamscape has been serving health care clients since 2005 and is ready to provide you a complete digital presence through industry-leading website development and tailored-to-you digital marketing campaigns. Check out Dreamscape Marketing today.

The Elephant in the Room

By Jack Cumming
With a New Year comes New Beginnings. 2021 promises new hope, new opportunities, and new joy. This series starts the year by rethinking what senior living might be.
This is Part 1 of a 3-Part Series exploring some of the fundamental thought premises of senior living. In this first part, we question the primacy given to the distinction between tax-exempt organizations and those that are taxpaying.
It’s time to rethink whether nonprofit status is best for senior housing. It may be past time. But let us begin.
The Nonprofit Myth
The most obvious advantage of tax exemption may prove to be its weak point. That advantage is the avoidance of taxes. To qualify for tax exemption senior housing enterprises don’t even need to be charitable, in the usual sense of dependence on donors, nor do they have to avoid profits. Profitability and tax exemption? That sounds irresistible.
To gain that tax avoidance, not-for-profits have to give up access to the equity markets. They lose the potential market advantage of giving residents an ownership stake (though there are seldom-used workarounds), and they become less accountable, which some may see as an advantage though it can also lure an organization into complacency and rigidity.
For a long time, it was thought that nonprofit status was a marketing plus, and anecdotal information suggests that it was. That advantage is eroding, however, as a more sophisticated, more highly educated consumer is redefining the marketplace. Today’s consumer is resistant to traditional nonprofit financing models like entry fees. Entry fees have been used to provide the risk capital to secure the debt on which most nonprofit senior housing providers are dependent. Resident investors in entry fees might expect to have a say in the business they finance, but that has not been the case. And growing numbers of prospects are rejecting that disconnect.
Paying for Government Services
Not surprisingly, municipalities, too, prefer taxpaying organizations over nonprofits. As a political reality, nonprofits still wear a halo of goodness right up there with houses of worship. Still, it’s not surprising that nonprofit senior housing sometimes encounters NIMBY (not in my backyard) resistance that for-profits don’t. Some nonprofits agree to pay PILOT (payments in lieu of taxes) fees. But that is not everywhere, and it can seem like a bit of a dodge around the obligation of most citizens to pay their fair share of the costs of government.
Still, it’s marketing that drives the success or reversals of any business, and senior living is no exception. Customer value is the reason businesses thrive. Why would anyone sell their house to extract the equity value built over many years, only to turn around and invest those proceeds in a contract to allow a nonprofit to own their new home with themselves as tenants or mere residential licensees?
The Charitable Myth
Senior living communities can gain tax exemption because they are classified as nonprofit entities under Internal Revenue Code Section 501(c)(3). That “charitable” status applies even for luxury Continuing Care Retirement Communities (CCRCs, called Life Plan Communities by some) because of IRS Revenue Ruling 72-124. This is an administrative ruling, which was issued during the Nixon Administration in 1972. It could be revoked administratively as well. That’s a tenuous authority on which to build an industry to serve affluent customers who have to demonstrate wealth to be admitted to residence.
Of course, many of the same tax-exempt businesses that serve the affluent also have an affordable housing outreach and even provide charitable services beyond just housing. Those activities may, in fact, be donor-supported and may accord with traditional concepts of what constitutes a charity worthy of some kind of government support in the form of tax abatement. This discussion, though, centers on tax-exemption for luxury housing of the affluent.
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How Can This Be?
You may wonder how an industry targeting the affluent came to have such a tax benefice. Of course, many but not all senior living operators also have an affiliated affordable housing outreach, but the luxury housing part of their business is also tax-exempt. The story is that a Hanson Bridgett partner persuaded the National Office of the IRS to issue the special exemption arguing that old age, in and of itself, is distressing and deserving of charitable status. Hanson Bridgett is a law firm that, for more than 50 years, has furnished legal services and business advice to residential communities, long-term care providers, and specialized enterprises that serve senior citizens.
Washington, DC-based LeadingAge only allows “nonprofit” senior living organizations to be members. LeadingAge is itself a 501(c)(3) tax-exempt charitable organization though its mission is to advocate for its members alongside its continuing education and other activities. It also requires its state affiliates to be similarly focused on tax-exempt operations. One state affiliate was expelled for having too many taxpaying members. LeadingAge continues to defend tax-exemption as central to its purpose.
Breaking the Mold
It’s clear from the above that a decision by a currently tax-exempt senior living enterprise to convert to taxpaying status would be a departure from the nonprofit culture in which the industry has historically been rooted. It would not change the service mission of the industry, which has long been dedicated to providing safe haven for those who fear vulnerability due to old age.
The core distinction determining whether organizations meet that purpose proactively and effectively is not tax status but mindset. Thus, we can conclude that the key differentiator affecting the senior living industry is not whether an organization has applied for, and received, Revenue Ruling 72-124 tax exemption, but rather what aims it serves, who it serves, and how it serves. That what, who, and how will be the subject of Part 2 of this 3-part series.

S3 Episode 1 – It’s A New Year; Time to Get Your Marketing On! Here’s How

Foresight Radio Producer Pam McDonald elicits a number of marketing tips from Wendy O’Donovan Phillips, CEO of Big Buzz, Inc., that communities can use to kick-start the new year. Wendy’s firm has helped clients get big results for over 13 years. She also offers a free copy of her book, Flourish, which is packed with winning strategies to achieve ultimate marketing results. Simply text the word SENIOR to 31996 for a free digital copy. Listen to the episode today; and learn more about Big Buzz on their website.

S2 Episode 25 – Finally, A Sales and Marketing CRM You Can Love

Teddy Helfrich, Sales VP for Welcome Home, introduces their purpose-build for senior living CRM to Pam McDonald, Foresight Radio’s Producer. Teddy says, “First and foremost, we wanted Welcome Home to be super easy to use and be happy with; even dare I say, love it. Executives get all this great reporting, great insight for business decisions. That’s kind of the secret sauce.” Listen to the episode where Teddy details the numerous benefits to be gained from a CRM your staff loves; and visit their website.

S2 Episode 23 – John Knox Village v COVID-19: “Learning Nuggets” from the Frontline

“When you’re faced with a crisis or a major challenge, you have a team and everyone on that team can contribute. The leader does not have to do it all themselves,” says Bill Pickhardt, COO of John Knox Village in Pompano, Florida. He shares this and other “learning nuggets” in an interview with Foresight Radio Producer Pam McDonald. Listen as they talk about the community’s experience with the outbreak of the COVID-19 pandemic. Learn more about John Knox Village here.

Sildenafil – a Time-Tested Solution to the Problem of Erectile Dysfunction

According to rough estimates of experts, in the first half of 2021, Viagra accounted for about 60% of the global erectile dysfunction treatment market.
The history of the invention of Viagra is briefly known to most men who are faced with problems with potency. Viagra is a drug based on the active ingredient Sildenafil Citrate, originally developed by Pfizer to improve cardiac performance (for the treatment of pulmonary arterial hypertension). During clinical trials of Viagra, it was found that the drug had a stronger positive effect on potency than on the course of pulmonary arterial hypertension. Viagra made the sex life of the study participants much brighter. Then Pfizer carried out all the necessary procedures, chose a name for the new drug (the word “Viagra” appeared as a result of the merger of the Latin word vigor (power, energy) and the name of Niagara Falls), packed Sildenafil into beautiful tablets of bright blue color and in the spring of 1998 received FDA approval for the use of this innovative drug in the United States for the treatment of symptoms of erectile dysfunction of physiological, psychological and mixed etiology. Soon, Pfizer received regulatory approval in other countries, which led to a truly triumphant procession of this drug around the planet. During all these years Viagra has established itself as the most effective means for improving potency, while safe for the body, of course, if all the recommendations from the instructions for use are followed.
Today, in the international pharmaceutical market, in addition to the famous branded Viagra, you can buy generics of this medicine that are no less effective, but much more affordable in terms of price. To buy cheap generics of Viagra is the best choice for men who are best suited for solving problems with potency Sildenafil citrate, but who are not willing to pay huge sums of money for treatment with the original drug.
Despite the fact that some consumers still have doubts about the reliability and quality of Viagra generics, more than four years of experience in their production by various pharmaceutical companies has shown that the vast majority of generics are in no way inferior to their prototype. For example, Canadian generics of Viagra are often even superior in quality to Viagra from Pfizer. This is due to the more modern equipment used to purify the active ingredient. Thanks to its use, it is possible to reduce the severity of side effects from Viagra generics. The Indian generics of Sildenafil are traditionally also of excellent quality, moreover, they are among the cheapest versions of Viagra. Another their advantage is a large number of dosage options and dosage forms, as well as fast delivery to a wide variety of countries around the world when ordered from Indian online pharmacies or through international pharmacies. Purchasing generics of Viagra, you get a time-tested solution to the problem of erectile dysfunction for an affordable price.

S2 Episode 22 – The Treehouse Community Drives Innovation in Foster Care, Intergenerational Housing, and Vital Aging

Foresight Radio’s Host Pam McDonald interviews Judy Cockerton, a prime mover behind the Treehouse Foundation. She describes this housing community that serves former foster children, their adoptive families, and honorary grandparents. Judy wants to “bring this model to the entire country,” to push innovation in foster care, intergenerational housing, and vital aging. Learn more about the Treehouse Foundation at its website.

S2 Episode 21 – If You Have a Heart for Your People, You Can Be a Great Leader!

Our own Senior Living Foresight Publisher Steve Moran discusses his first book, Lead Don’t Manage, with Podcast Producer Pam McDonald. He provides practical leadership advice and says, “Life is just better for everybody when the people who are part of an organization love what they do. Good leaders wake up every day and say, ‘How can I make the best possible day for the team I’m leading?’ Then, it’s hard to go wrong.”
You can buy Steve’s book HERE.

S2 Episode 19 – If You Don’t Have This Technology, You Are Missing Out

Brian McWade, Connected Living’s CTO explains to Pam McDonald, Senior Living Foresight’s Podcast Producer how their enterprise engagement platform solves 3 of today’s critical senior living problems: lonely residents, worried families, and overwhelmed staff. With its 9 core solutions and 50+ featured programs, which can be purchased as needed, it is a one-stop tech shop. Learn more by visiting Connected Living’s website HERE.

S2 Episode 18 – Industry Thought Leaders Produce A White Paper for the “New Next” in Senior Living

Believing the pandemic gives senior living a do-over, thought leaders offer guidance for version2.0 in a White Paper titled Creating A Path Towards the ‘Next Normal’ in Senior Living. Senior Living FORESIGHT’s podcast producer Pam McDonald interviews Colin Milner, the founder and CEO of the International Council on Active Aging (ICAA), who organized the collaborative effort. You can download the white paper HERE.

S2 Episode 16 – Expressive Writing Course Helps Senior Living Residents Connect and Find Their Own Voice

Senior Living FORESIGHT team member, Fara Gold McLaughlin, interviews Angela Burton about the Feet to the Fire Writers Workshop Angela created for residents of senior living communities. “You don’t have to be a writer to participate,” she explains. “This is not a judged program. It’s not a critique program. We’re going to give you lots of permission and encouragement to write.” Learn more about the program at

S2 Episode 15 – SLFORESIGHT Summit: Exploring the Tech Landscape

Gain Deeper Understanding of Senior Living Technology at FORESIGHT’S Virtual Tech Summit, August 11, 12, and 13
Senior Living FORESIGHT is offering a 3-day virtual technology summit – August 11, 12, and 13 – so industry leaders can explore adapted or purpose-build tech for the industry, as well as gain answers to their essential questions. FORESIGHT’s Podcast Producer Pam McDonald and Summit Producer Lola Rain introduce the event’s topics and presenters. Pam also interviews Sarah Thomas, strategic advisor with Akara Robotics, who describes the current landscape of robotics in senior living, and Andrew Smith who details the process Human Good used to implement labor management technology into its 21 life plan communities and nearly 100 affordable housing properties Register for the Summit here.

S2 Episode 13 – Ollie: Will This Destroy Age-Segregated Senior Living?

An objection sometimes heard from senior living prospects is: “I don’t want to live with just old people.” Ollie, a property developer and management startup based in New York City, is overcoming this complaint with co-living apartment buildings that are amenity- and service-rich, furnished, fully stocked, and staffed. Learn more from Ms. Ryan Murphy, associate director of marketing and communications, who detailed this “convenience living” option in an interview with Steve Moran, Senior Living FORESIGHT founder and podcast cohost.
If you want to listen to more podcasts from Senior Living Foresight, visit our podcast page.

S2 Episode 12 – ASHA Launches Campaign Spotlighting the Value of Senior Living

Media coverage of COVID-19 deaths may be unduly spreading fear among seniors and their families about how best to meet their long-term care needs. American Seniors Housing Association’s (ASHA) President David Schless describes the public relations initiative his organization has launched. He also urges communities to use their own or ASHA’s materials to tell authentic stories about the value of senior living, the many joyful everyday experiences of residents, and the differences between the various types of long-term care settings. To learn more about ASHA, visit their website.
If you want to listen to more podcasts from Senior Living Foresight, visit our podcast page.

S2 Episode 11 – Innovations Arise from the Pandemic

Innovations Arise from the Pandemic
While crises bring challenges, they also can uncover opportunities. In this episode, we’ll hear how the pandemic spurred innovation at two senior living companies. Heritage Communities’ Lacy Jungman describes the deepened commitment among residents, families, and staff to safeguard each other’s well being. And, Kisco Senior Living’s Randall Lonoza details their innovation to handle increased waste resulting from 100% resident room-delivered meals 3 times a day. Listen to the episode here.
If you want to listen to more podcasts from Senior Living Foresight, click here.

S2 Episode 10 – Massage, Reassuring Touch; It’s Everything

Massage, Reassuring Touch; It’s Everything
Cory Scurlock, Founder of The Massage Inc., a program that brings affordable, geriatric massage to senior living, describes the value of touch and the many benefits of the therapeutic practice of massage to Pam McDonald, Podcast Producer and Co-Host. Cory also provides instructions for several self-massage exercises. To learn more about Massage Inc, visit its website. Listen to the interview here.

For more podcasts from Senior Living Foresight, visit our podcast page HERE.

S2 Episode 9 – Pandemic Tales from the Frontline

Pandemic Tales from the Frontlines
Times of crisis bring challenges to overcome as well as chances to demonstrate one’s very best. Lori Alford, COO and a founder of Avanti Senior Living, tells Steve Moran, Senior Living Foresight’s Publisher, stories that demonstrate both. You can listen to the episode starting today at, and learn more about Avanti here.

S2 Episode 8 – The “Drama-Free Guy” Offers Help for Leading Your Teams Through Change

The novel Coronavirus has the staff of senior living communities facing unimagined challenges, procedures, and reactions. Dennis McIntee, a nationally known leadership expert, offers a variety of mindsets and approaches that leaders can use to guide their team members through this tsunami of change. To learn more about Dennis, who’s often called the “drama-free guy,” visit his website at Leadership Development Group.
Click HERE to listen to more podcasts from Senior Living Foresight.

S2 Episode 7 – Do You Know Your Likeability Score?

What if today’s workforce demands likeable bosses? Do you know your likeability score? Those are questions Steve Moran explores in his interview with Charn McAllister, Assistant Professor of Management and Organizational Development for Northeastern University’s School of Business. The research indicates that leader likability matters a lot – and can affect staffs’ job performance, turnover rates, and the company’s success.

S2 Episode 6 – Co-Location Projects Bring Affordable Housing Plus Community to Chicago’s Seniors

Chicago needs libraries, Chicago needs affordable senior housing — why not co-locate them? That idea is bringing housing plus community to Chicago’s low-income seniors. Details are revealed in interviews by Podcast Producer Pam McDonald with David Block, Director of Development and a Principal in Evergreen Real Estate Group, ( and Ann McKenzie, Chief Development Officer for the Chicago Housing Authority (
Click HERE for more podcasts from Senior Living Foresight.

S2 Episode 5 – Staff Retention Secrets from A Carnival Barker

Download the audio
Cole Lindbergh had to hire 120 seasonal workers every year and was only able to accomplish this because he consistently got back of 80% of his team. Find out his secrets for staff retention and training in this podcast episode with Senior Living Foresight Publisher Steve Moran.

S2 Episode 3 – State Laws Say Marijuana’s Yeah; But the Feds Say, “No Way.” What’s A Senior Community to Do?

More states are decriminalizing possession of marijuana and its derivative products. But under federal law, businesses where marijuana is found are at risk for seizure of their assets. And, despite a myriad of claims, there is a near-universal lack of scientifically valid research demonstrating that marijuana can benefit seniors. In our latest podcast, retired Judge and drug court expert Peggy Hora examines considerations for senior living regarding marijuana use in its communities.
Click HERE for more from the Senior Living Foresight Podcast.

S2 Episode 2 – Consumers Want Wellness-Based Communities with Care, Not Care-based Communities with Wellness. Are You Making the Shift?

Consumers Want Wellness-Based Communities with Care, Not Care-based Communities with Wellness. Are You Making the Shift?
How you perceive the aging process impacts your health, quality of life, and probably how long you live. Thinking negatively about aging can steal as much as 7.6 years from your life. Colin Milner founded the International Council on Active Aging (ICAA) nearly 2 decades ago to change the way we age, challenge our stereotypes about aging, and improve the quality of life for seniors. Discover the ways ICAA benefits senior living communities and society at large when older adults engage meaningfully in all aspects of life. Visit to learn more.
Click HERE for more from the Senior Living Foresight Podcast.

S2 Episode 1 – These Mistakes Could End Your Construction Before It’s Begun

Building new, expanding, or remodeling senior living communities is extraordinarily expensive and fraught with lurking pitfalls. Missteps here can cost you millions or end the project before it begins. Jamie Timoteo, senior vice president of Plante Moran, a development advisory firm, warns against 7 of these potential oversights. Find more information at
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 20 – Want Your Community’s Residents to Love Every Meal Every Day? Have Your Dining Staff Enhance Their Skills through the Senior Dining Association

When the room is full of top chefs, who could resist a culinary showdown? How about 3, including a mixology contest? No one – that’s what Harris Ader is willing to bet. He’s the founder of the Senior Dining Association, a professional development group that went from 0 to 420 members in just under 2 years. Listen to our podcast interview and discover the benefits this organization is bringing to dining/hospitality staff and our industry.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 19 – The Green House Project: So Much More Than A House of a Different Color!

Senior Director Susan Ryan details The Green House Project’s ambitious 2.0 Initiative to return control, dignity, and a sense of well being to nursing home residents, families, and staff while maintaining high-quality and personalized care. She also describes their proven financially viable and sustainable small homes concept that is deinstitutionalizing and destigmatizing skilled nursing facilities.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 18 – Not Much Happens Without Resident Involvement in Kendal Communities

At nonprofit, Quaker-based Kendal communities (, residents are extensively involved in operations and programming. As a reflection of Quaker values, residents are encouraged to design their own lifestyle, share a sense of community, and collaborate respecting one another as equals. Our guest, Larry Elveru, director of communications and public relations, points out that residents have a seat on the community boards of directors, develop and lead activities programming, and create ties with nearby colleges and universities. Listen as Larry describes just a few of their resident-initiated endeavors.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 17 – Insights from Lori La Bey: ‘The #1 Online Influencer about Alzheimer’s’

For over a decade, Lori La Bey has been educating the public about dementia and dementia care through her “Alzheimer’s Speaks” website, blog, and podcast, as well as through her writing and speaking across the nation. Oprah calls Lori “a health hero”. Marie Shriver says she’s an Architect of Change for Humanity, and Dr. Oz claims she’s the #1 Influencer Online about Alzheimer’s. We were pleased to have Lori as our guest for this podcast.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 16 – Partners with U. S. News and World Report to Create a Massive Online Assisted Living Directory

Seniors and their families searching the internet for support and guidance about assisted living communities are likely to find search results from a partnership between U. S. News and World Report and The two entities have compiled a digital directory of community-specific data, as well as reviews for nearly 9,000, assisted living communities nationwide. US News Reporter Ruben Castaneda shares some insights about the transition from home to senior living. And Ben Jackowitz describes partnership and assets shared by the two companies, including thousands of authentic consumers reviews drawn from, a Senior Living Foresight partner and comprehensive resource for individuals looking for senior living and for providers looking to fill their communities. Additionally, for tips on decorating assisted living space in ways that can ease a transition, check out Ruben’s article here:
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 15 – A COO Moves into Her Communities

Would you be able to answer with a resounding YES to the question, would you move into one of your own communities? Well, Amy Birkel, COO of Heritage Communities based in Nebraska, would and has. In an experiment coordinated among the corporate . . .
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 14 – Do You Have A CRM that Personalizes and Automates Your Marketing?

Imagine if your marketing and sales team knew where each prospect was in their decision-making journey. Imagine if your team could consistently follow up with relevant, personalized, next-step messaging. Well, thanks to innovative technology your hopeful vision can be reality now — automatically! Listen in as Lynn Madderra, VP of Ops for Continuum CRM, (a Senior Living Foresight partner), describes how you can integrate your prospect database with your marketing messaging to automatically move potential residents forward. As Lynn points out, with systems that “talk” to each other, you’ll be better able to deliver personalized, helpful messages at the right time.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 13 – Get Back to Basics with Operations — Could It Be That Simple?

With 25 years’ experience in senior living under his belt, operations expert and consultant Andrew Badoud believes it’s time to get back to basics — building better relationships. He says if you do the right thing, build trust and relationships with your customer and their families, and keep staff engaged that great things can happen. Listen in for a lot more takeaways when Podcast Producer and Co-Host Pam McDonald interviews her friend and former colleague. For more information about new development acquisitions, turnaround management, sales and marketing, or operations assessments, contact Andrew at [email protected]
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 12 – Everyone Wins! Foster Kids in Senior Living

Rosemary Ramsey took her senior living background in a surprising direction, when she founded The Victory Lap, an intergenerational program that benefits both senior living communities and youth about to age out of foster care. She has piloted a program in Nashville, Tennessee, that gives 18- to 21-year-old foster youth a chance to avoid the worst challenges of leaving the foster care system — homelessness, unemployment, and a lack of connection to caring adults. Listen to Steve Moran’s interview with her here.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 11 – A Senior Living “Comm-University”: A Marketing Coup and A Win-Win-Win-Win for All Involved

The “Comm-University” at Pacifica Senior Living in Healdsburg, California, is a program that exemplifies competitive differentiation at its best. It enables the community to forego conventional marketing yet sustain 100% occupancy with a waiting list. But even more than that, it enhances residents’ sense of purpose and joy, connects children in meaningful ways with elders, solidifies relationships with residents’ families, and is a source of pride for management and staff. Listen as program coordinators Tony Fisher and Julia Agee detail how it’s done.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 10 – A 6-Bed Affordable Senior Living Model that Makes A Profit?

Given that so many seniors can’t afford the average $2,000 to $5,000 per month cost of traditional senior living, Senior Housing Forum — The Podcast seeks to feature as many successful models as we find. In this episode, Garden Spot Communities’ CEO Steve Lindsey describes how they put together their affordable senior co-living home in New Holland, Pennsylvania. Visit for more information.
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 9 – Sing-alongs with a Twist Bring Residents Greater Engagement and Quality of Life

Listen in and discover how Songs by Heart — a twist on sing-along programs — enhances resident engagement and quality of life. Podcast Producer and Co-Host Pam McDonald interviews Jenny Cook, a board-certified music therapist with the Songs by Heart Foundation, to learn how the program works and benefits residents as well as their families. Pam then interviews Annette DeCamp, Program Manager for The Kenwood by Senior Star in Cincinnati, Ohio, where Song by Heart is a big part of the activities they offer. Annette describes why she’s such a huge fan of Songs by Heart.
More information about Songs by Heart can be found at, and about The Kenwood at
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 8 – Ode to Joy

The gauntlet has been thrown down: senior living operators have been challenged to maximize their residents’ opportunities for joy — especially given its immense value and benefits. In this episode, SHF Publisher Steve Moran interviews Ingrid Fetell Lee, researcher, designer, and author of JOYFUL: The Surprising Power of Ordinary Things to Create Extraordinary Happiness. Listen in and discover what joy contributes to individual happiness as well as how to create it, especially through environmental surroundings. You can read more from Ingrid Lee on her website
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 7 – Taking Exceptional Resident Photos

Tom Sanders is a professional photographer and filmmaker with over 15 years’ experience who focuses on capturing portraits of elder — grabbing our attention and suggesting a wealth of experience in their eyes. Tom has two coffee table, photo-essay books published, one spotlighting World War II veterans, the other, Vietnam Veterans. Here he shares some tips for getting the best photos of your residents. You can see his work at
Click HERE for more from the Senior Living Foresight Podcast.

S1 Episode 6 – Accountability, Part II

In Part 2 of this episode, we continue our conversation about accountability with culture guru Denise Boudreau-Scott, found and president of Drive. Here she relates a personal story that exemplified how a positive company culture works. And, she describes her secret dream for senior living’s future in which it embodies its values. For more information, contact Denise at [email protected] Listen to part one here.
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S1 Episode 6 – Accountability, Part I

In Part 1 of this episode Podcast Cohost Pam McDonald and Denise Boudreau-Scott discuss accountability – why it matters in senior living, what it looks like, and how to achieve it by creating positive company culture. Denise is founder and president of Drive, a consulting and coaching firm that assist senior living and healthcare organizations to create favorable business outcomes through powerful culture. For more information, contact Denise at [email protected] Listen to part two here.
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S1 Episode 5 – Life Stories in Dementia Care

Dementia care expert Nancy Schier-Anzelmo reveals a “recipe” for providing exceptional care to those in senior living with Alzheimer’s or other dementia. Nancy is a gerontologist, college instructor, highly sought speaker, and principal in the consulting firm, Alzheimer’s Care Associates, LLC. Contact her at [email protected]
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S1 Episode 4, Part II

In this episode, we continue our interview with senior living sales superstar Paul Peck, who shares his best recommendations for improving occupancy. Here he details the how-to for calculating the numbers needed to reach sales goals, as well as spotlights the metrics to track to keep the sales team focused and motivated. Listen to part one here.
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S1 Episode 4, Part I

In this interview, presented in 2 parts, sales leader Paul Peck details his method for getting to 90% occupancy and beyond. A regional sales director with Pacifica Senior Living and over 15 years’ experience, Paul has guided numerous communities to achieving and sustaining 100% occupancy. In Part 1, he shares his secret sauce – empowering the Executive Director to head the sales team. Listen to part two here.
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S1 Episode 3

Episode 3: More often these days we hear that ours is an industry ripe for disruption. This episode presents two interviews we hope to inform your thinking about changes you may want to make in what you offer to attract and serve Boomers and succeeding generations. For more information about our speakers, visit and
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S1 Episode 2

Episode 2: Get lots of info and some practical tips for using social media for marketing your community from Tech Writer Susan Saldibar in our “Best Practices for Best Results” segment. Check out her Facebook page, Susan Saldibar Marketing Services. Free up more of your time by detoxing from your Smartphone; learn how in “Hacks for EDs”. Ready to pull the trigger on your own mentorship program to take your burgeoning leaders to new levels. Steve Moran explains how in “To the C-Suite”. And, our sponsor TouchTown ( introduces its new virtual tour feature.
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S1 Episode 1 – Best Practices for Best Results

Episode 1: “Best Practices for Best Results” features Wendy D’Alessandro who discusses making the most of PR in senior living. She’s a writer and thought leader on the Senior Living Foresight team with over 18 years’ experience.
“Hacks for EDs” warns against focusing on busyness at the expense of results.
And, in “A Deeper Dive”, we take another look at a story posted on the Forum in May 2018. Cassie McDonagh, Regional Life Enrichment Director with StoryPoint/Independence Villages in Michigan, details the results of their “Cookie Madness” contest, a highly successful resident activity that spread awareness and goodwill.
Senior Housing Forum – The Podcast is sponsored TouchTown (
Click HERE for more from the Senior Living Foresight Podcast.