7 Marketing Strategies Operators Need To Leverage Now — And Tips To Execute Them

When Simon Sinek said “People don’t buy what you do; they buy why you do it,” he may as well have been talking about senior living in 2026. That aspect of storytelling is one of seven key strategies that will shape the space this year.

“By leveraging these strategies now, your communities can position themselves as trusted advisors to your prospects and outperform your competition on occupancy,” says Kim Rosengren, CEO of senior living marketing leader Markentum.

Here is a look at the seven — and how operators can employ to achieve them.

1. Employ storytelling

Why It Matters: As operators lean more on AI to shape their messaging, communities will start to sound the same. That puts an imperative on the story you tell and how you support it to inspire loyalty and trust.

Ways to execute:

• Develop a clear and authentic brand story that highlights the community’s mission, values and unique offerings.
• Build authenticity by creating short-form videos that leverage user-generated material from residents, families and staff. Use them everywhere: your website, social posts and new video channels.
• Develop interactive content like quizzes and polls to engage users, gather insights and create educational pieces (blogs, eBooks, videos) to address common questions and concerns.

2. Optimize for searches

Why It Matters: Search behavior is shifting due to the rise of voice search and AI-driven engines ChatGPT and Google Bard. Optimizing for these trends ensures that your website, social posts and videos remain discoverable and relevant.

Ways to execute:

• Create content that aligns with AI-driven conversational queries to capture zero-click searches.
• Focus on local SEO by claiming Google My Business profiles, generating positive reviews and ensuring accurate NAP (Name, Address, Phone) information.
• Optimize for voice search by using natural language keywords and answering common questions.

3. Take the next steps in digital advertising

Why It Matters: Digital advertising is evolving rapidly, and hyper-localized, personalized and video-driven campaigns are capturing attention and driving real engagement. Plus, the rise of OTT platforms allows marketers to target audiences with precision, ensuring their message reaches the right people at the right time.

Ways to execute:

• Leverage geofencing and local SEO to target nearby prospects.
• Invest in short-form video ads that showcase community life, testimonials and staff stories.
• Explore OTT advertising on platforms like Hulu and YouTube for cost-effective, targeted campaigns.
• Continue to invest in search strategies that target the rest of the market.

4. Upgrade your technology

Why It Matters: AI and automation are transforming how businesses interact with prospects and residents. With your CRM solution in place, these newer tools will continue to enhance efficiency, improve personalization, and provide actionable insights.

Ways to execute:

• Implement AI-powered sales agents and emotionally intelligent chatbots that can handle inquiries, schedule tours and provide 24/7 support with human-like interactions.
• Use automated communication tools to send personalized emails, SMS texts and follow-ups.
• Review sentiment analysis frequently to understand customer feedback and improve brand perception.

5. Diversify your social media

Why It Matters: Social media is one of the most powerful tools for building community, trust and engagement. Diversifying platforms and showcasing social proof can expand your reach and credibility.

Ways to execute:

• Diversify platforms by exploring Instagram, LinkedIn and TikTok in addition to Facebook.
• Expand your reach and trust factor by engaging your audience with every like, share and reply.
• Highlight reviews, testimonials and success stories to build trust and credibility.

6. Go deeper with internal reporting and analytics

Why It Matters: Data-driven decision-making is critical for optimizing marketing efforts and improving ROI. Tracking the right metrics helps you keep the pipeline full with the right leads.

Ways to execute:

• Know your ideal Qualified Lead Rate (QLR) and adjust programs quickly when they dip.
• Track pipeline velocity to optimize the sales funnel.
• Analyze move-in trends to identify and adjust for the best performing channels and campaigns.
• Measure and optimize response times to improve conversion rates.

7. Manage up: help your board with insightful reports

Why It Matters: Clear, actionable reporting helps stakeholders understand performance and make informed decisions. Metrics such as revenue, occupancy and retention provide a comprehensive view of success.

Ways to execute:

• Share insights on Marketing ROI, Cost per Move-In and impact to NOI.
• Provide insights into pipeline health by breaking down leads, tours, deposits, and move-ins.
• Conduct churn risk analysis to identify and retain at-risk residents.
• Use occupancy forecasts to project future trends and plan accordingly.

“Operators who leverage these trends early will be leaders in 2026,” Rosengren says. “Let me know if you’d like to explore these trends for more predictable growth!”

This Views article is sponsored by Markentum. To learn more about any of these seven trends, and your marketing strategy for 2026, visit them at growmarkentum.com.

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