On the Morning of October 3, 2025 at Garden Spot Village in New Holland, senior living sales & marketing professionals gathered for a lively and forward-looking session hosted by MPRS. The setting was energizing with a welcoming community venue, a strong network of peers and the promise of insights as we step into the next chapter of senior living.
Rob Love took the stage and pivoted our attention firmly toward the horizon: not just today’s challenges, but what lies ahead for senior living, especially in sales and marketing. His central message: the pace of change is not slowing down. Communities that stay static risk falling behind.
Key take-aways
One of the biggest themes Rob touched on was the shift in resident and family expectations. Today’s prospects are more informed, more connected, and less willing to wait. They expect clarity, immediacy, and authenticity. That means marketing teams and sales teams must lean into transparency and responsiveness. Waiting days to return a lead? That’s not acceptable.
Another key point is the importance of aligning marketing and sales tightly. Rob emphasized that treating marketing and sales as separate silos no longer works. A lead‐generation campaign must flow seamlessly into a sales conversation, and operations must know about the hand-off. When marketing says one thing and sales act another, credibility erodes; families notice.
Rob also challenged communities to rethink the “move-in” process. He urged attendees to map out the entire resident journey, from first contact through the first year, rather than stopping at “deposit” or “move‐in.” Every touchpoint matters: before arrival, during transition, and after settling in. Strong follow-through not only reduces friction but builds loyalty and word-of-mouth referrals.
Technology was also properly mentioned. Rob reminded us that tools are only as good as the strategy behind them. Marketing automation, CRM systems and digital platforms should serve the human connection, not replace it. He encouraged teams to ask, “Does this tool help our team respond faster, keep the story consistent, and deepen trust?”
Finally, Rob left us with a rallying call: senior living is entering a new era: one where community differentiators like service, purpose and engagement will matter more than ever. The late-stage “amenities arms race” is giving way to meaningful experience, authentic connections and outcomes that matter for residents and families.
Why this matters to you
Whether you’re in sales, marketing, admissions or community leadership, the messages Rob shared are immediately actionable. If you sense your team is operating in silos now is the time to drive alignment. If follow-up lags, this is your prompt to streamline. If your tech stack seems under-leveraged, this is your cue to rethink how tools support human relationships.
Final thoughts
MPRS did what it does best: brought together smart people, enabled meaningful discussion, and delivered a session that was both strategic and practical. Attendees left with ideas to implement.
If you were there, revisit your notes and pick one or two things to act on this week. The future of senior living is moving fast, but when we stay aligned, responsive and authentic, we’ll lead it.