At Smart Girl Digital, we know that great senior living marketing doesn’t just generate leads, it builds trust, nurtures relationships, and helps families take the next step with confidence. That’s exactly why we created Clicks & Community: The Senior Living Marketing Summit. The summit was a high-energy, one-day event designed to give senior living sales and marketing teams a fast pass to the strategies and tools that are driving real results in senior living marketing right now.

This summit was built for in-house marketing and sales professionals, both at the corporate and community level, who are ready to level up their marketing and sales programs. From campaign frameworks that actually work to AI and automation workflows that save time and generate inquiries, tours, and move-ins, each session of the summit was packed with insights you could put to use immediately.

The summit was a great reminder that when strategy, tech, and human connection come together, that’s when marketing shines.

Attendees listened as each speaker shared exclusive intel into what’s working in senior living marketing today. Our panelists shared everything from smarter lead handoffs and AI-powered sales support to timeless relationship-building strategies that will never go out of style.

Missed the summit? Here’s a recap of each info-packed session…

Sonia Vachon, VP of Client Engagement at Further, shared her expert strategies for closing the gap between marketing and sales, which is a critical step in boosting occupancy. Drawing from over 20 years in senior living marketing and sales leadership, Sonia offered five practical “fixes” that teams can put into action right away:

1. Discovery – Start by uncovering prospect intent early for more relevant, personalized engagement.
2. Qualification – Use lead scoring and signals to focus on the most promising opportunities.
3. Segmentation – Tailor follow-up messaging based on urgency, needs, and behavior.
4. Streamlining with Automation – Automate outreach for consistency without losing the human touch.
5. Alignment – Create a shared playbook, unified data, and clear communication between teams.

Sonia’s real-world case studies demonstrated how AI-driven automation and unified data can dramatically improve lead-to-move-in conversions.

Her key message?

When marketing and sales teams work from the same playbook, powered by smart technology, everyone wins, especially the prospects you serve.

In our session with Samay Kohli, founder and CEO of BudyBot, he introduced attendees to the power of AI agents that act as digital teammates designed to help senior living sales teams convert more leads by working smarter, not harder. With a background in enterprise AI and a passion for practical automation, Samay focused on how AI agents can make sales more consistent, proactive, and effective. Three key takeaways from Samay’s session include:

1. AI Agents as “Digital Teammates” – Unlike traditional software, AI agents can log in, access multiple systems, learn over time, and execute tasks just like a human team member, helping sales teams stay focused on high-value activities. 
2. The Forgotten Middle – AI agents can re-engage “middle-of-the-funnel” leads with personalized nudges, helping sales counselors focus on prospects they might otherwise overlook. 
3. Micro-Coaching at Scale – By analyzing CRM data and sales patterns, AI agents provide tailored suggestions that build better habits, from consistent follow-up to creative outreach, without overwhelming sales teams.

Samay shared real-world examples, including how operators have used AI agents to increase sales activity by 30% for older leads and boost creative follow-up responses by 40%.

Reed Davis, Chief Learning Officer at One On One Sales Academy, reminded summit attendees that while AI and automation can streamline sales, human connection is what ultimately drives move-ins. With over 22 years of senior living sales experience, Reed shared how empathy, trust, and personal engagement remain at the heart of successful selling. Three key takeaways from Reed’s session include:

1. AI doesn’t always get it right – Reed demonstrated that AI is only as good as the information it’s fed. AI is a collection of facts and information. If CRM data isn’t accurate or up to date, we’re not getting an accurate view of our prospects.
2. Listen with Purpose – Effective sales isn’t about pitching—it’s about listening. Reed encouraged sales counselors to slow down, uncover motivators and objections, and approach prospects with curiosity rather than pressure.
3. Creative Follow-Up Builds Trust – Simple, personalized gestures, like using a prospect’s language in a note or referencing personal details, create meaningful moments that set your community apart.

Reed emphasized that AI should be used to support sales professionals, not replace their humanity. By combining smart technology with empathy-driven sales, senior living teams can break through resistance, deepen relationships, and ultimately help more older adults find the right place to call home.

The Clicks & Community Senior Living Marketing Summit brought together industry experts who proved that the future of senior living sales and marketing is all about balance in leveraging smart technology while staying deeply human.

From Sonia Vachon’s practical fixes for aligning marketing and sales, to Samay Kohli’s innovative use of AI agents, to Reed Davis’ powerful reminder that trust and empathy drive move-ins, one theme was clear: success happens when strategy, technology, and teams work together.

As the senior living industry evolves, staying ahead means continuing to learn, adapt, and connect with others who share the same mission, and that mission is helping more older adults find the right community to call home.

👉 Don’t miss what’s next. Stay connected with us for future events, insights, and resources designed to help senior living sales and marketing teams thrive. Explore upcoming Smart Girl Digital events here »