If you have read my previous blogs or met me, you know I am very passionate about sales!
I love the entire sales process and helping people improve their businesses with the products I represent.
Over the years, I’ve gained a deep understanding of both people and the sales process, but one truth stands out above the rest: sales isn’t just about products or pitches—it’s about shaping perceptions. The way people perceive a situation becomes their reality, and as a salesperson, your job is to guide that perception in a way that creates trust, value, and, ultimately, a decision.
If you work in the senior living industry, you’re probably reading this and nodding your head because you know that there are a LOT of perceptions about the senior living offering.
The challenge for senior living marketing and sales professionals is first to recognize the existing perceptions and then understand how to manage best and redirect misperceptions so that we showcase the reality of the senior living offering.
A study about consumer perceptions of the senior living industry shows a glass-half-empty outlook. Take a look at some of the results:
- 34% of adults perceive senior living communities to be depressing
- 28% perceive senior living communities to be boring
- 22% perceive senior living communities to be stagnant
I’ll be the first to admit that fighting misperceptions might seem like an uphill battle, but it can be won with proper education, a clear strategy, and persistence.
Searching for Senior Living Communities is a Scary Process!
I remember when my Grandmother, Betty, started looking at senior living. For her, I believe she was lonely and concerned that no one was immediately available if something happened to her. Fortunately for her, some of her friends were moving into a Life Plan Community near her town. That is how she found out about it.
When she was looking, her health was not great, but her mind was as sharp as ever. Due to her health, she moved into assisted living directly. As we learned, that was NOT the right move for her. She was depressed, and her friend groups outside the community (bridge club, gardening club, etc.) alienated her. Most likely not because they didn’t want her around but because they did not want to be reminded of what may be in store for them as they age.
She moved to an apartment in Independent Living in the same community because her health improved. This was the best move for her, and she stayed there until her passing.
Her search was based on need and not wanting to live alone. But I remember the stress she felt and the impact on the family. What sits with me is how her friends who did not live in the community alienated her. I remember how hurt she was. The two lessons for me are appropriate placement (the right community and the right services are key) and how there is still a perception of what senior living is to someone on the outside. How can we address that as an industry serving older adults and their families?
Confronting the Fears of the Consumers and Misperceptions of the Senior Living Industry
All the bad press about senior living communities during COVID only fanned the flames of negativity and reinforced the misperceptions of the industry. As a result, consumers have numerous concerns about senior living communities; frankly, I don’t blame them.
So, as senior living sales and marketing professionals, we have two choices: try to deflect and downplay the misperceptions or address them head-on and help show consumers the reality of senior living facilities.
I compiled a handy list of the top five myths about senior living and partnered with other industry experts to offer advice on debunking them.
Examining the Top 5 Myths about Senior Living
Senior living has evolved significantly over the years, yet misconceptions persist. Let’s dispel the top 5 myths about senior living and uncover the truth about modern senior living communities.
1. Senior Living is a Nursing Home
Truth: Senior Living communities offer independent living, assisted living, memory care services, or some combination of all, providing residents with comfortable apartments, delicious dining options, support with activities of daily living, and a wide range of social and recreational activities. Nursing Homes, now commonly called Skilled Nursing Centers, support short-term rehabilitation needs and long-term care for those with 24/7 medical needs.
“The biggest mistake senior living marketers make? Letting the ‘nursing home’ myth go unchallenged. If your digital presence looks like healthcare, you’re reinforcing an outdated narrative,” said Adrienne Mansfield, Chief Strategy and Innovation Officer with ADage Marketing Group. “Senior living isn’t about care first—it’s about lifestyle, connection, and choice. The communities that position themselves like hospitality brands, not freestanding medical facilities, are the ones filling their census.”
Expert Tip
The biggest branding mistake senior living communities make is allowing this outdated perception to persist. Marketers must actively position senior living as a lifestyle-driven choice, not a care-based necessity. This means:
• Leading with imagery and messaging that highlight engagement, connection, and maintaining as much independence as possible, rather than strictly focusing on medical support.
• Avoiding clinical language in marketing—replace phrases like “care options available” with “personalized support solutions.”
• Benchmarking digital experiences against hospitality, not healthcare. Your website, ads, and social content should feel more like a resort or private health club than a medical facility.
2. There’s No Financial Assistance
Truth: There are various financial options available to help you afford senior living. These include:
- Long-term care insurance: Many policies cover independent living, assisted living and memory care services.
- Financial & Medical Coverage Review: Reassess your current investments, insurances, annuities, and more to get the most out of your policies and coverages.
- Veterans’ benefits: Eligible veterans and their spouses may qualify for VA Aid & Attendance benefits, which can help cover the costs of senior living.
- Medicaid: In some cases, Medicaid may cover the cost of assisted living or nursing home care.
- Asset sales & investment opportunities: While downsizing, asset sales can help add to your savings. It’s also an opportunity to investigate investment options–like creating a rental property for monthly revenue or annuity purchasing.
- And many more!
Expert Tip
Across the senior living industry, resources are often fragmented, leading to confusion and misinformation, making research and decision-making difficult for families. Our program offers a one-stop shop with a personalized resource hub, providing clear, reliable financial tools and guidance. We focus on building a human connection with seniors and their loved ones, guiding them through the financial complexities of senior living, and ensuring they feel supported every step of the way.
3. I Have to Downsize
Truth: While downsizing may be necessary, senior living communities offer a unique opportunity to upsize your lifestyle. By trading a large house for a smaller apartment, you gain access to a wealth of amenities, including fitness centers, swimming pools, libraries, and community gardens. You’ll have more time to enjoy your hobbies, socialize with friends, and pursue new interests.
I always like to tell people that when you step back and really think about what it means to move to a senior living community, you will realize that you are actually gaining square footage with all of the amenities mentioned above.
Expert Tip
Downsizing can be a wonderful opportunity to share your legacy by passing on the stories and sentiments behind your cherished belongings. Often, it’s the memories tied to these items that make them hard to let go of – but when you share the memories, it becomes easier to part with the physical things and give them a new purpose. Instead of seeing downsizing as “letting go,” you can reframe it as “passing forward” – sharing your story in a way that lives on with the people and causes you care about. By embracing this perspective, the process becomes less daunting, allowing you to focus on a new chapter in your new life with clarity and lightness.
4. Senior Living is Expensive
Truth: While senior living may seem costly, it’s important to consider the overall value. Senior living can often be more affordable when you factor in the cost of home maintenance, property taxes, utilities, and healthcare expenses. Many communities provide a range of pricing options to accommodate seniors’ diverse needs.
We often hear “I can live in my house for less than “that””…… You can “stay” in your house, but you won’t “live”. Senior Living offers seniors more than just a dwelling! Social interaction, management of correct medication consumption, healthy and consistent meals all add years to seniors’ lives. Also, take into account as a senior ages, the needs of their dwelling changes – safety is paramount.
Expert Tip
Don’t go at it alone! The search and understanding of senior living is complex, seek out expert assistance. Our team of experts stepped out of daily management of senior living communities so we could help more families navigate the decision-making process.
5. I’ll Lose My Independence
Truth: Senior living communities are designed to promote independence. Residents have the freedom to come and go as they please, participate in social activities, and pursue their hobbies. With on-site amenities and services, you can enjoy a more convenient and secure lifestyle without sacrificing your autonomy.
“The fear of losing independence isn’t about reality—it’s about perception. The industry’s job is to show, not just tell, what senior living actually looks like. Resident-led storytelling, immersive digital experiences, and messaging that highlights freedom over fear will flip the script,” said Mansfield. “Senior living isn’t about giving up control. It’s about gaining more of what matters.”
Expert Tip
The fear of lost independence stems from a lack of visibility into what modern senior living actually offers. Marketing needs to proactively showcase:
• Resident-driven content—let real residents tell their stories about newfound freedom, not restrictions.
• Video walkthroughs and interactive digital experiences—prospects need to see vibrant, active lifestyles firsthand.
• Messaging that reframes the move—instead of “moving out of your home,” position it as “moving into a lifestyle designed for you.”
Senior living communities that own the narrative and control how they are perceived online will be the ones that win over the next generation of residents.
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