Summary
In this episode, Jerry Vinci sits down with Jill Johnson, president and founder of Johnson Consulting Services, who has influenced over $4 billion in senior living business decisions. Jill challenges the common assumption that occupancy problems are always sales or marketing failures, revealing how market mismatches, outdated messaging, and corporate strategy disconnects often lie at the root. Drawing from decades of experience secret shopping communities and analyzing resident data, she explains why many properties are unknowingly appealing to the wrong demographic with photos of 90-year-olds in wheelchairs while trying to attract active 70-somethings. The conversation dives deep into why baby boomers aren't ready for traditional senior living, with median liquid net worth of only $250,000 and different lifestyle expectations than previous generations.
Key Insights
Jill emphasizes that providers must first determine if they have enough income-qualified prospects in their actual market area - which is often much smaller than communities realize. She advocates for tracking resident origin data over multiple years to spot market compression patterns and competitive threats. The discussion explores why boomers seek lifestyle over care, making bundled services and regimented programming less appealing to younger prospects. Jill shares powerful examples of corporate strategy misfires, from forced rebranding that alienates local markets to one-size-fits-all websites that fail to showcase individual community personality. She also reveals untapped referral sources like church care teams and explains why the best salespeople focus on fit rather than quotas, asking prospects about their senior living knowledge before launching into features.
Learn More:
Connect with Jill Johnson on LinkedIn
Learn about Johnson Consulting Services
Buy Jill’s Book Market Forces: Strategic Trends Impacting Senior Living Providers here
Takeaways
Market depth analysis must come before blaming sales or marketing teams
Your actual market area is likely much smaller than you think - track resident origins
Website imagery must match your target demographic, not your current residents
Baby boomers want lifestyle choices, not bundled care services
Corporate standardization kills local market appeal and authenticity
Church care teams are an overlooked pipeline for qualified referrals
Active adult communities will capture boomers before traditional senior living
Couples move in younger and stay longer - target them intentionally
Local relationships matter more than digital marketing in senior living
Activity names like "Sit and Knit" can sabotage your positioning