CALA News & Views | Issue 55 | Elevating Engagement

Attracting Interest Through Storytelling Today many prospective residents and their families begin their search online. Social media has become one of the most powerful ways communities can shape perception and introduce people to life inside their communities. Nathan Jones, CEO and founder of Dash Media, a company that specializes in videos and social media for senior living, said communities often miss the opportunity by focusing too much on themselves. “If you go to your social media channels and ask who the protagonist is in the stories you’re sharing, for the most part it’s the organization,” he said. Instead, he encourages communities to focus on the people who live and work there. “If you want to attract prospective residents to view and consume your content, it needs to be about your residents,” he said. Stories about residents’ lives, relationships and experiences are far more likely to capture attention online. “Older residents. Love stories. Wisdom and advice. Those types of stories perform the best,” Jones said. “People fall in love with their stories.” He adds that effective social media is not about constant promotion. “You need to post nine pieces of content that are helpful, that give advice or wisdom. Then every once in a while, throw in something promotional,” he said. “It’s the 9/10 rule. Ninety percent value for your audience, 10% value for yourself.” These authentic stories often become the first step in helping families imagine what life in a community could look like. It Starts by Listening Once a prospect begins exploring options, engagement shifts to building understanding and trust. Prospective residents and their families are not just looking for amenities; they’re looking for reassurance. Will I belong here? Will I feel safe? Will I be known? The most effective engagement strategies prioritize listening over presenting and helping build familiarity early in the process so it feels less intimidating. “Engaging with that prospect early is important, but it’s also challenging depending on where they’re at in their journey,” said Ken Claire, vice president of asset management for National Health Investors and member of the CALA Education Committee. He was formerly vice president of senior living for Steadfast Companies for nearly seven years and has years of sales and operations experience with Sunrise Senior

Living, Atria Senior Living, Brookdale Senior Living and Oakmont Senior Living. Create Experiences, Not Just Tours Claire said when a prospect visits, the experience should feel less like a formal tour and more like a window into daily life. Inviting prospects to participate in an activity, share a meal or observe a resident program allows them to experience the rhythm and culture of the community. Seeing genuine interaction among residents and staff communicates far more than a brochure ever could. These experiences can help reduce anxiety about making a move. “It’s about making it less scary for potential residents and their families and showing them what life in that community is really like,” Claire said. “Anything we can do to help a future prospect see what life is like inside the community.” When prospects can picture themselves participating rather than simply observing, engagement deepens. Staff Helps Build Trust Every team member plays a role in shaping the first impression of a community. From the front desk to life enrichment to dining services, authentic interactions reinforce that the community is built on relationships. A warm greeting or a natural conversation with a resident can say far more than a scripted presentation. Claire noted that trust grows when prospects meet the people responsible for their care and daily experience. “Trust starts with, ‘We’re going to serve you great food. We’re going to care for you. And here are the people who are going to do it,’” he said. Engagement Is About Belonging Ultimately, engaging prospective residents is about helping them imagine themselves as part of the community. When communities listen closely, create authentic experiences and share genuine stories about the people who live there, the conversation begins to shift. Claire emphasized that trust grows when prospects can connect with current residents. Introducing prospects to care team members and even resident ambassadors can reinforce that sense of authenticity. “When you can talk to a real resident and hear their experience, that trust goes a long way,” he said. When communities focus on real people and real experiences, prospects no longer feel like they are being sold something. They begin to see what life could look like for them. And that is when engagement truly becomes belonging. g