CALA News & Views | Issue 56 | Innovative Aging

FOR THAT PUTS RESIDENTS FIRST advocating INNOVATION

JOURNEY RETHINKING the SALES

Expanding Senior Living’s Workforce

innovative aging

2026 CALA FALL CONFERENCE & TRADE SHOW

RENAISSANCE PALM SPRINGS HOTEL AND PALM SPRINGS CONVENTION CENTER ELEVATE ELEVATE November 2-4 Register Now

CALA Board of Directors

OFFICERS Board Chair

Treasurer Laura Fischer, President, Integral Senior Living Secretary Courtney Siegel, President & CEO, Oakmont Management Group

Past Chair Rick Jensen, President & CEO, Northstar Senior Living

David Eskenazy, Vice-Chair of the Board of Directors, Cogir Management USA, Inc. Vice Chair Danielle Morgan, CEO, Clearwater Living

DIRECTORS

Michel Augsburger, Chairman & CEO, Chancellor Health Care, Inc Dave Boitano, EVP and Chief Investment Officer, LTC Properties, Inc. Kevin Bowman, President, MBK Senior Living Mark Cimino , CEO & Co-Owner, CiminoCare Dave Coluzzi, President & CEO, Carlton Senior Living Tara Cope, Chief Legal and Administrative Officer, Vi Senior Living Paula Hertel, Founder, Senior Living Consult Liz Jensen, Senior Director, Nursing Success & Care Innovation, August Health Darolyn Jorgensen-Kares, Chief Operating Officer, Continuing Life, LLC Rodger Lederer, Senior Vice President, Marsh

Ray Leisure, Division Vice President, West Division, Brookdale Senior Living Douglas Lessard, COO & Executive Vice President, Belmont Village Senior Living Tana McMillon , Regional Vice President of Operations, Silverado Memory Care Nancy Schier Anzelmo, Gerontologist & Principal, Alzheimer’s Care Associates LLC

Todd Shetter, Chief Operating Officer, ActivCare Living Jay Thomas , Assistant General Counsel, Atria Senior Living

EX-OFFICIO DIRECTORS Josh Allen, Principal, Allen Flores Consulting Group Joel Goldman, Partner, Hanson Bridgett LLP

IN

THIS ISSUE

with Innovating Purpose

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Keeping Pace with Progress

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Advocating for Innovation That Puts Residents First

Every generation has an opportunity to rethink what it means to age well.

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The Creative View

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Expanding Senior Living’s Workforce: Tapping Into Nontraditional Talent Pipelines Shining Stars: Celebrating Our Northern California Award Recipients

Today, California's Assisted Living providers are caring for residents with increasingly diverse needs, supporting families through important life transitions and navigating a rapidly evolving regulatory and operational landscape. At the same time, new ideas, new partnerships and new technologies are expanding what's possible. Innovation is often associated with the latest technology, but in our profession it is equally about people. It is reflected in the caregiver who finds a new way to connect with a resident living with dementia. It is reflected in leaders who create workplaces where talented professionals can thrive. It is reflected in communities that embrace person-centered care while continuously improving safety, quality and quality of life. Throughout my career, I've learned that the strongest mission driven organizations never stop learning, adapting and improving. That commitment is evident throughout California's Assisted Living community. The articles in this issue illustrate that meaningful progress rarely comes from a single breakthrough. More often, it comes from thousands of thoughtful decisions made every day by dedicated professionals who are committed to improving the lives of older adults. As I begin my tenure as CALA's president & CEO, I have been inspired by the passion, expertise and commitment that define this profession. Over the coming months, my priority will be to listen, learn and build relationships with members across California. I look forward to working alongside you as we strengthen our profession through advocacy, education and collaboration. Thank you for the warm welcome you've extended to me. I am honored to join CALA at such an important time, and I look forward to the work ahead.

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AI Is Changing Senior Living Marketing

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Creating "Micro Blue Zones”

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Rethinking the Sales Journey

CALA News & Views – Submission Policy At this time, CALA does not accept unsolicited articles or queries. Many of the articles we publish are written by our regular contributing writers. We appreciate the time and energy people put into making suggestions for our current and future issues. Our organization’s policy, however, prevents us from accepting for review any unsolicited submissions.

Cindi Alvidrez, Membership Manager cindi@CAassistedliving.org

Pam Amundsen, Senior Director of Education & Events pam@CAassistedliving.org Denise Brandt, Director of Workforce Development denise@CAassistedliving.org Selena Coppi Hornback,Vice President of Regulatory Affairs selena@CAassistedliving.org Agnes de la Vega, Senior Workforce Development Specialist agnes@CAassistedliving.org Daniel Gonzalez, Advocacy Engagement Specialist daniel@CAassistedliving.org Kris Lev-Twombly, President & CEO kris@CAassistedliving.org Katherine McLoskey, Director of Operations katherine@CAassistedliving.org Haty Pietrasz, Director of Creative Design haty@CAassistedliving.org Brandi Pittman, Education & Events Specialist brandi@CAassistedliving.org Kevin Swartzendruber, Director of Marketing & Communications kevin@CAassistedliving.org

CALA STAFF

Kris Lev-Twombly President & CEO

455 Capitol Mall, Suite 520 Sacramento, CA 95814 Phone: (916) 448-1900 www.CAassistedliving.org

Copyright © 2026 California Assisted Living Association. All rights reserved. No part of this publication may be reproduced or transmitted in any form - print, electronic or otherwise - without written permission from CALA.

KEEPING

HOW PROVIDERS ARE NAVIGATING RAPID ADVANCES IN TECHNOLOGY AND REGULATION with progr

CALA NEWS & VIEWS I ISSUE 56 | AUGUST 2026 4

G PACE

ress

Technology is playing an increasingly important role in senior living, offering new opportunities to enhance resident care, improve safety and support staff through tools ranging from remote monitoring systems to artificial intelligence–enabled solutions. Yet as innovation accelerates, regulators and providers alike face the challenge of ensuring that laws, regulations and guidance can keep pace with rapid technological change.

By Selena Coppi Hornback, CALA Vice President of Regulatory Affairs

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To remain effective over time, regulatory frameworks must be flexible and technology-neutral, allowing for adaptation as new solutions emerge rather than locking providers into outdated approaches. History has shown the importance of this flexibility with regulations referencing technologies such as CD-ROMs remaining on the books long after those tools had become obsolete. To explore these issues further, CALA spoke with members representing legal, clinical and technology perspectives to discuss the opportunities, challenges and risk management considerations surrounding the use of emerging technologies in senior living. What innovations in technology and AI are emerging to help operators manage risk and prevent high-risk incidents? What might a strong tech-enabled incident-prevention program look like in a few years?

Josh Allen, RN, Allen Flores Consulting Group:

The most transformative development we're seeing is in fall detection and prediction. Ambient sensors, radar and computer-vision systems can now identify a fall in real time – without a resident having to press a button – and route an alert to staff within seconds, which dramatically shortens response times for the incidents that most often lead to hospitalization. prevention: by continuously analyzing gait, mobility, sleep and activity patterns, these systems can flag a rising fall risk days or weeks before an incident occurs, giving care teams a window to intervene. Paired with predictive analytics layered on top of the electronic health records (EHRs), wander and elopement monitoring and smarter medication management, operators finally have the ability to spot the leading indicators of a high-risk event rather than simply reacting to it. Looking a few years out, I'd expect a strong tech enabled incident-prevention program to feel less like a collection of point solutions and more like an integrated early-warning system. Sensor data, resident health records, staffing patterns and environmental factors would feed a single risk model that continuously scores each resident and surfaces the handful who need proactive attention that day. The value won't come from the technology alone – it will come from workflows and staff training that turn those alerts into timely clinical action, along with the governance and documentation practices that keep the program defensible from a regulatory and privacy standpoint. Done well, this lets operators reduce preventable harm, demonstrate a clear standard of care and use limited staff time where it matters most. Just as important, the newer AI-driven tools are shifting the conversation from response to

Liz Jensen, PhD, MSN, RN-BC, August Health:

AI-powered monitoring tools – passive sensor systems, computer vision platforms and wearables – can now detect subtle changes in gait, sleep patterns, behavioral withdrawal and time-in-common-areas days before a fall, hospitalization or behavioral escalation. Providing pattern recognition and context for the patterns provides earlier signals of resident changes. Predictive analytics embedded in EHR platforms is moving care planning from scheduled to trigger-based – flagging changes of condition that warrant reassessment rather than waiting for the quarterly review cycle. As we continue to see providers evolving from using disparate, disconnected technology to living and working within an integrated ecosystem of data and AI agents, the possibility for a stronger tech-enabled incident prevention program becomes a reality. Humans will always be necessary in a caring profession, but effective prevention programs require highly reliable systems for humans to engage with. Senior living communities are highly variable settings that are benefiting from the reliability that technology advances deliver. Examples include the ability to identify and respond automatically to disruptions in resources (e.g., power outages, supply chain disruption, delayed pharmacy delivery) with system redundancies to prevent disruptions in care and service delivery. Embedded AI into EHRs enhance care by helping identify meaningful patterns and what needs to be acted on and communicated by the caregiving team.

I think the future will be less "Swiss cheese" and closer to "Jarlsburg" in the future.

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Joel Goldman, Hanson Bridgett, LLP:

As technology continues to evolve at a rapid pace, new solutions that support resident care, safety and operational excellence in senior living will continue to emerge, adapt and transform the profession. CALA remains committed to staying informed about these innovations, learning from the experiences of our members and fostering meaningful dialogue around their implementation. Equally important, CALA will continue to work closely with the Department of Social Services to ensure that the adoption of new technologies is thoughtfully considered within the framework of existing laws and regulations, while advocating for policies that support innovation, protect residents and enable providers to deliver the highest quality of care. 

Fall detection AI systems have already demonstrated that they can reduce the number and severity of falls. There is significant competition in this space that will likely lead to continuing innovation and ever improving products. Resident falls are a primary concern in senior living and any system that can significantly reduce the number and severity of falls will be a useful tool in risk management. Two-way communication systems allow caregivers to immediately interact with a resident who has summoned help and determine immediately whether a call is urgent and to triage accordingly. This is a valuable tool that helps when caregivers are tending to a resident and then receive notification that a resident has pushed their pendant.

LOOKING FOR MORE WAYS to strengthen preparedness? Access CALA’s Emergency Prep Resources .

VISIT www.CAassistedliving.org

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FOR That Puts Residents First advocatin INNOVAT

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HOW ASSISTED LIVING PROVIDERS

ATION

CAN HELP SHAPE AI & TECHNOLOGY POLICY

By Selena Coppi Hornback, CALA Vice President of Regulatory Affairs

As conversations about artificial intelligence (AI) and emerging technologies continue to grow at every level of government, policymakers are considering new regulations that could impact how these tools are used in the workplace and care settings. From legislation governing AI and employee monitoring to discussions around video surveillance and innovative fall prevention technologies, Assisted Living providers have an important voice in these conversations. Balancing Innovation, Compliance and Care Assisted Living communities face a unique challenge: they must meet their responsibilities as employers and businesses while also safeguarding resident health, safety and well-being. Some proposed legislation may not fully account for the realities of residential care settings. For example, legislation limiting the use of video footage in employment decisions could create difficulties for providers if video evidence reveals actions that put residents at risk. In such cases, providers have an obligation to consider all available information to protect residents’ health and safety. Similarly, lawmakers are increasingly focused on concerns that technology and AI could reduce workforce opportunities. However, within Assisted Living and Continuing Care Retirement Communities (CCRCs), many technological advancements are being used not to replace staff, but to support residents and enhance care delivery. By automating routine tasks and providing additional monitoring tools, technology can allow staff to spend more time delivering hands-on, person-centered care.

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Keeping the Conversation Resident-Focused When discussing technology and AI with legislators, it is important to keep the focus on residents and the positive impact these tools can have on their lives. Consider sharing examples of how technology is being used in your community to: ● Improve resident health and safety ● Enhance quality of life ● Support independence ● Strengthen family connections ● Enable more meaningful staff-resident interactions At the same time, be prepared to explain the measures your community has in place to protect resident privacy and ensure responsible use of technology. Real-World Examples of Technology in Action Many communities are successfully using innovative solutions that directly benefit residents, including: Wearable Health Monitoring Devices Wearable technologies can help monitor resident biometrics and identify potential health concerns earlier, enabling proactive interventions and improved outcomes. Social Engagement and Connection Tools Activity apps, video calling platforms and AI-powered companion devices can help combat loneliness and support resident engagement by making it easier to connect with family, friends and community activities. Family Communication Platforms Technology can also provide families with greater visibility into their loved one's care and daily experiences, keeping them informed about activities, updates and important community information. Fall Reduction Technologies Advanced monitoring technologies can provide valuable context when a resident experiences a fall. Rather than automatically initiating an emergency response, staff may be able to determine whether a resident safely slid from a bed or chair, identify whether injuries are apparent, and make more informed decisions about next steps. This can reduce unnecessary 9-1-1 calls while ensuring residents receive timely and appropriate care.

Share Your Success Stories As legislative discussions around AI and technology continue, personal stories and real-world examples can help policymakers better understand the value these tools bring to Assisted Living settings. Whether you're meeting with a legislator, participating in an advocacy event or hosting a community tour, think about the positive experiences you can share. Demonstrating how technology enhances resident safety, dignity, connection and quality of life can help ensure future policies support innovation while protecting those who rely on it most. responsibly, these tools can strengthen safety, promote engagement, support staff and improve overall quality of life for residents.  relationships! IT'S ALL ABOUT FEDERAL DAY IN YOUR DISTRICT OCTOBER 14 Federal Day in Your District presents an opportunity for you to meet with your representatives in their district offices – close to your communities - getting to know staff and foster relationships. Establish yourself as a resource and an expert. It’s easy and it’s fun! Technology and AI should be viewed through the lens of resident care. When used thoughtfully and

Register Now

CALA NEWS & VIEWS I ISSUE 56 | AUGUST 2026 10

NURTURE  LOVE  SUPPORT

The Best Online Senior Living Training

With over 30 years of experience providing clinical services, we are proud to extend our expertise to the realm of online education. You can trust that your sta‰ will receive all the necessary training and certificates, allowing you to focus on delivering top-quality care.

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Easy to Use: Our platform is user-friendly for both managers and sta , making the learning process seamless. Reports and Tracking: Easily track the progress and performance of all your sta with our comprehensive reporting tools. Expert Instructors: Learn from industry leaders with decades of experience in clinical services and assisted living. Flexible Learning: Access our courses anytime, anywhere, and at your own pace.

Email Us Today for a Free Demo shalleck@allenflores.com

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the creative view

Artwork by Doris Smolich

The artwork featured here was created by Doris Smolich, a resident at Ivy Park at Sabre Springs in San Diego. At 97 years old, Doris continues to take great pride in the artwork she has created over the years, much of which is displayed in her room. Born in Omaha, Nebraska, Doris developed a love of art at an early age, inspired by her father's hobby of illustration. She later explored painting, pottery, knitting and crocheting, eventually selling many of her creations and teaching knitting and crocheting in Sacramento. Her passion for art also inspired her daughter, who became a professional glass artist. "Art is very relaxing,” Doris said. “I appreciate the beauty of art and the process of creating from start to finish. Art has been one of the greatest joys of my life."

Show off the talent of your residents and employees. CALA is looking for art, poetry and short stories exploring issues such as aging, wisdom, caregiving and community. All submissions should be sent via email to Kevin Swartzendruber at kevin@ caassistedliving.org. Include your contact information and a short (25-30 word) bio. News & Views assumes the right to publish pieces on their website as well as in the digital issue. All rights revert back to the author after printing.

Expanding Senior Living’s

Workforce

By Denise Brandt, CALA Director of Workforce Development

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Tapping into Nontraditional Talent Pipelines { {

As workforce challenges continue across senior living communities, many providers are discovering that traditional recruitment methods alone are no longer enough. Job boards and employee referrals remain important tools, but long-term workforce success requires organizations to think beyond conventional hiring practices and build sustainable talent pipelines.

A t Elevate : CALA’s Spring Conference & Trade Show, workforce leaders explored innovative strategies that are helping communities connect with new talent sources while reducing reliance on costly temporary staffing solutions. Looking Beyond Traditional Recruitment The financial impact of staffing shortages can be significant. While temporary staffing agencies can help fill immediate gaps, agency rates often exceed direct hire costs by 35% to 50%. For many providers, even reducing one agency position can result in substantial annual savings while improving workforce stability and employee engagement. Rather than focusing solely on filling today’s openings, organizations are finding success by investing in relationships that create a continuous flow of future candidates. Connecting with Students and Emerging Talent One of the most effective opportunities is recruiting directly from colleges and universities. Platforms such as Handshake provide access to millions of students and recent graduates actively seeking part-time employment, internships and entry-level career opportunities. CALA recently partnered with member communities to promote positions through Handshake, generating hundreds of student applications across a variety of roles. Interestingly, applicants represented a broad range of academic backgrounds – from engineering and forestry to fine arts and English – demonstrating that senior living careers appeal to individuals with diverse interests and skill sets.

attend Elevate: CALA's Annual Conference & Trade Show. The program produces tangible results: several recipients from the most recent scholarship cohort received job offers from CALA member communities they met during the conference and have since begun their careers in senior living. By creating meaningful opportunities for students to build relationships with employers in an immersive setting, the Elevate Scholarship demonstrates how investing in emerging talent can translate into successful recruitment and long-term workforce development. Partnering with America’s Job Centers of California America’s Job Centers of California (AJCCs) offer another valuable recruitment channel. These workforce centers connect employers with job seekers who may be unemployed, underemployed, changing careers, returning to the workforce or seeking additional training. AJCC staff will help plan and promote hiring events, recruit attendees from their existing pool of job seekers and provide on-site support to help employers reach qualified candidates. A recent example of this partnership was CALA’s Senior Living Career Fair at the Hillsdale Job Center in Sacramento. The event highlighted a wide range of career opportunities in senior living, from caregiving and culinary positions to concierge and food service roles. Feedback from both employers and attendees was positive, and the event was considered a successful example of how partnering with a local AJCC can help connect senior living providers with job seekers while increasing awareness of careers in the profession. Tapping into Job Corps Talent Job Corps provides no-cost education and career training for young adults ages 16 to 24, preparing students for employment in fields that align well with senior living, including healthcare, culinary services, hospitality and building maintenance. To connect this emerging talent with senior living employers, CALA partnered with Argentum and Management & Training Corporation (MTC) to co-host senior living career fairs at the San Diego and Los Angeles Job Corps Centers. Participating members met directly with students, conducted on-the-spot interviews, toured the campuses and engaged with Job Corps

Beyond online recruiting, providers can strengthen their presence by attending campus career fairs, speaking to student organizations, hosting community tours and participating in scholarship programs that introduce students to careers in aging services. Through CALA’s Elevate Scholarship program, students, recent graduates and military veterans who are exploring careers in senior living are awarded a full three-day conference registration to

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l Gain direct access to talented individuals from numerous college programs l Increase your company’s visibility l Support the development of future leaders they can grow, lead, and make a difference ● Make an impact: You don’t have to be a workforce expert—just be willing to share your story and career journey Interested in becoming a CALA Workforce Champion? Contact Denise@CAassistedliving.org to learn more. Could You Be CALA’s Next Workforce Champion? ● Share your experience: Connect with students through panels, presentations, scholarship events, and more ● Inspire the next generation: Help students discover rewarding careers in senior living where

leadership to explore future workforce partnerships. The events received positive feedback and demonstrated the value of Job Corps as an additional pipeline for recruiting motivated, workforce-ready talent.

Adult Education Programs Create New Opportunities

California Adult Education Programs (CAEP) represent another often-overlooked source of talent. Serving adults across more than 70 regional consortia, these programs help individuals earn diplomas, improve English language skills, gain workforce training and prepare for employment. Many adult education students bring valuable life experience, international education and strong motivation to build meaningful careers. Several senior living providers have found success recruiting graduates from English language, CNA and vocational training programs. A member in Northern California found that by partnering with adult education centers, they connected with talented professionals whose diverse backgrounds and experience from careers in their home countries enriched their Assisted Living communities and strengthened the workforce. In addition, the employees recruited from the CAEP became strong advocates for the opportunities in senior living, which then created an additional referral source. Building Partnerships The most successful workforce strategies focus on relationships rather than one-time hiring events. Community colleges, adult education programs, Job Corps campuses, workforce development boards, veteran transition programs and America’s Job Centers all offer opportunities to build ongoing partnerships that can generate a consistent pipeline of candidates. These partnerships can lead to regular student tours, classroom presentations, internship opportunities, career fairs and customized hiring events that keep senior living visible to future workers. The Opportunity Ahead Senior living offers rewarding careers, meaningful work and opportunities for advancement across numerous disciplines. The challenge is often one of awareness rather than opportunity. By engaging with non-traditional talent sources and investing in long-term partnerships, providers can strengthen their workforce, reduce recruitment costs and introduce more individuals to the rewarding careers available throughout senior living. The future workforce is already being trained in our colleges, adult education centers, workforce programs and community organizations. The organizations that build those connections today will be best positioned to meet their workforce needs tomorrow. 

EMAIL DENISE@CAASSISTEDLIVING.ORG FOR MORE INFO

l Gain direct access to talented individuals from numerous college programs l Increase your company’s visibility l Support the development of future leaders Contribute to the STUDENT SCHOLARSHIP FUND!

EMAIL DENISE@CAASSISTEDLIVING.ORG FOR MORE INFO

Contribute Now

CALA NEWS & VIEWS I ISSUE 56 | AUGUST 2026 16

OPTIMA HEALTH

SENIOR CARE. DELIVERED.

(833) 8-OPTIMA optimacares.com

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Shining Stars:

Celebrating Our Northern California Award Recipients

The Excellence in Service Awards is a celebration of the exceptional contributions made by those who serve within Assisted Living communities. These individuals stand out among their peers, exemplifying the values and qualities that distinguish someone dedicated to providing exceptional service to residents. This esteemed recognition highlights their commitment to creating a vibrant, engaged and joyful community for residents.

2026

These Northern California Excellence in Service Award winners were honored at Elevate: CALA’s Spring Conference & Trade Show in Sacramento in June:

NORTHERN CA

Outstanding Caregiver

Lilian Manning, Resident Medication Assistant at Eskaton Village Roseville

Lilian’s compassion, consistency and steady leadership have made her a trusted source of support for residents, families and staff alike. Whether guiding families through changes in care, mentoring team members or providing patient, dignified support to residents, she brings reassurance to every interaction and helps residents feel respected, cared for and truly seen.

Outstanding Team Member

Neika Jordan, Housekeeper at Carlton Senior Living Sacramento

Neika’s compassion, attentiveness and willingness to help others have made her a trusted presence for residents, families and teammates alike. She consistently goes beyond her role by welcoming new residents, building meaningful relationships and stepping in whenever needed. Her kindness, generosity and positive attitude create a warm, supportive community for everyone around her.

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Outstanding Community Nurse

Millet De Guzman, Licensed Vocational Nurse at Revere Court Memory Care Sacramento

Millet’s clinical expertise, compassion and calm leadership have made her a trusted advocate for residents and families alike. Her attention to detail, proactive approach to care and ability to lead confidently during challenging situations provide reassurance to families while helping residents receive thoughtful, person-centered care every day.

Outstanding Department Director

Julia Johnson, Activity Manager at Carlton Senior Living Elk Grove

Julia’s creativity, compassion and resident-centered approach bring joy, connection and meaningful experiences to daily life. From creating personalized experiences to memorable celebrations and engaging activities, she continually finds thoughtful ways to enrich residents’ lives while providing families and teammates with steady support and encouragement.

Outstanding Executive Director

Cheryl Martin, Executive Director at Prairie City Landing Folsom

Cheryl’s leadership is rooted in compassion, encouragement and a deep belief in the strengths of others. She has built a culture where residents and staff feel valued, supported and inspired to grow. Through meaningful traditions, innovative ideas and a commitment to service, she creates a community filled with purpose, connection and joy.

2027 EXCELLENCE IN SERVICE AWARDS

TELL US ABOUT YOUR OUTSTANDING ASSOCIATES

Nominations open soon

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A

Is Changing Senior Living Marketing AI

Building trust and visibility in the next generation of online search

By Kiernan Chrysler

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We are in the middle of a technological shift similar to the invention of the internet. AI-powered searches are the new norm, “prompting” is replacing “Googling,” and ChatGPT and Claude actually have a chance of dethroning Google as the King of Search. The rules are changing fast – what does this mean for your senior living community? What is GEO? For decades, digital marketing operated under a simple rule: optimize your website for Google’s keywords, rank on page one, and capture the traffic. But traditional search engines are losing their monopoly. Driven by a staggering 527% year over-year explosion in AI traffic, Large Language Models (LLMs) are projected to surpass traditional search volume by 2028. We now see two methods of organic search marketing in action: ● SEO (Search Engine Optimization): Optimizing your website to rank at the top of search results in organic search engines like Google and Bing. ● GEO (Generative Engine Optimization): Optimizing your digital footprint so AI models understand, trust, and recommend your business in AI Search tools like ChatGPT, Gemini, Claude, etc. SEO was the driver of optimization until ChatGPT hit the scene in 2022. We now see traditional search engines like Google being the last place a user will go – they will get their list of businesses and complete their research in an AI search tool and then hit Google to get the website and phone number. How are Users Searching? 52% of US adults are now using AI every day and 60% of adults are using AI to power purchase decisions. The data overwhelmingly shows that buyer behavior is shifting towards using AI platforms to influence how and where they are spending their money. But what does that mean exactly for the discoverability of your senior living community? It’s helpful to think of this new era as more conversational than transactional. Where in the past they might have simply typed “senior living near me” into a Google search and started researching the first five communities listed, they can now be much more intentional and start with broader prompts.

Here’s what a typical flow could look like:

Prompt 1: My mother is experiencing more slips at home The AI being used will likely start a “conversation,” asking questions to further explore whether this is a new behavior, whether it’s happening in certain places, etc. As this “conversation” goes further, it could then get to a point where it is recommending homecare or a senior living community to support the parent. It’s going to be quite late in this chain before the AI actually recommends solutions based on everything it has gathered about the senior in question and its recommendations. The next challenge will be ensuring your community appears on one of these lists. An AI Search Will Recommend Your Community Traditional SEO was about keywords, backlinks and technical site speed. AI models think differently. They don’t just read your website; they scrape the entire internet, including news articles, forums, social media, local directories and review platforms – to identify the perfect business to recommend to a specific user. Your website is no longer the only source of truth on the specifics of your business. The AI engine will evaluate multiple factors across the internet to create the final “list.” This is done through a process called “query fan out.” When an AI engine decides which senior living community to recommend, it evaluates three primary pillars: 1. Intent Alignment: How accurately does your community’s total online footprint match the highly specific, nuanced needs of the user? 2. Brand Sentiment: What does the internet at large say about your culture, care quality and employee satisfaction? 3. Ratings & Reviews: Does high-authority, third-party social proof validate your claims? Ultimately, AI optimizes for trust. Because these models want to provide the safest, most accurate answer to the user, your brand reputation has officially become your most critical digital ranking factor. Building Your Reputation From the Inside Out Because AI relies heavily on real-world brand sentiment, you cannot "hack" your way to the top of ChatGPT or Gemini with technical prowess alone. The only way to win at GEO is to build a brand that cannot be faked. Your onsite culture is your marketing. o This can be understanding the types of activities offered, meal options, care levels and more.

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To influence the digital sentiment that AI craves, operators must focus on building reputation from the inside out:

● Turn the On-Site Experience into Marketing: A flawlessly executed tour, a warm greeting at the front desk and exceptional daily care aren't just operations; they are the backbone of your digital footprint. They spark the stories that people tell online. ● Create Uniquely Shareable Community Rituals: Move away from generic, cookie-cutter activities calendars. Create signatures, memorable traditions like an annual family gala, unique resident-led clubs or intergenerational programs that residents and families naturally photograph, share and talk about online. ● Enroll Residents and Families as Brand Ambassadors: Give your community a voice. When residents and their loved ones organically share their positive experiences on social media, they create the authentic, user-generated content that AI engines analyze to gauge brand health. ● Foster Local Community Partnerships: Deepen your roots with local hospitals, civic organizations and nonprofits. Strong offline word-of-mouth eventually manifests as digital sentiment, local news mentions and high-authority local links – all of which signal credibility to AI. Every single touchpoint a user has with your community is a chance to showcase your brand. Ensure you make every second count with a potential resident! Your Brand is the Most Important Marketing Tool You Have As the AI models that power user search become more sophisticated, it will become more challenging to “hide” a bad reputation. The best tool at your disposal is figuring out what makes your community unique in your market and turning it into your strongest marketing asset. We are still years away from AI being the only search tool that families are relying on, but as these models become more prevalent, it is key to start building your brand reputation now. Be proactive, and over time, your community will be the obvious option for families seeking care, both today and in the next iteration of user search.  As the manager of organic strategy at Citizen, Kieran Chrysler draws on her strategic background across healthcare, journalism and commerce to help brands build authentic connections with their audiences. She specializes in turning complex search data into resonant, human centric storytelling that drives measurable growth and elevates market visibility.

2026 COMPENSATION study

Worried About Wages?

Setting fair and competitive wages and benefits is critical to employee recruitment and retention, especially in these unprecedented times. CALA’s Compensation Study provides data specifically for Assisted Living, Memory Care and CCRCs in California.

Available in September!

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By Marc Middleton

"micro blue zones" Designing communities that promote healthy aging

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But mindset transformation rarely happens through research or lectures alone. It happens when we see someone like us doing something we didn't think was possible. At Growing Bolder, we call this the "Someone Like Me Effect." When older adults see peers continuing to learn, contribute and create, it expands their own sense of possibility. The resident who starts a walking group influences others to prioritize their own health. The volunteer inspires another volunteer. This points to something profound: health behaviors – both positive and negative – are socially contagious. They spread

In Loma Linda, California – nestled amid the urban sprawl east of Los Angeles – something remarkable is happening. The city has one of the highest concentrations of healthy centenarians in the world and it isn't remote, isolated or genetically unusual. Its residents, many of them Seventh-day Adventists, live with strong social ties, shared purpose, healthy habits, faith, volunteerism and deep community engagement. Most importantly, older adults are not marginalized. They are valued. Loma Linda is one of the world's five Blue Zones – longevity hotspots where people live unusually long and healthy lives. Most people assume the secret lies in geography or genetics. Loma Linda proves otherwise. It reminds us that longevity is less about where we live than how we live – and who we live with. That insight has enormous implications for senior living. The future's most successful communities won't simply provide healthcare, hospitality or amenities. They will intentionally cultivate cultures of connection, purpose, optimism, movement and engagement. They will become "Micro Blue Zones." The Most Powerful Longevity Intervention is a True Story Mindset is a health intervention and one of the most overlooked opportunities in senior living today. Research by Yale professor Becca Levy found that individuals with a positive view of aging live an average of 7.5 years longer than those with negative perceptions. Other studies have consistently reaffirmed the connection between mindset and health outcomes. These findings should fundamentally reshape how senior living communities think about resident engagement because the stories people believe about aging often become the aging they experience. In a society that too often portrays aging as decline, senior living communities can become powerful countercultures where older adults are surrounded by encouragement, optimism, growth, purpose and living examples of what's still possible.

quickly through social networks, and every senior living community is a social network. Community is Immunity What I’ve learned after decades of interviewing and learning from extraordinary older adults who continue to love their lives no matter their age or challenges is simple: community is immunity. Research increasingly shows that social connection plays a critical role in reducing the risk of depression, anxiety, cognitive decline, heart disease and other chronic conditions. Belonging is not merely emotional support, it is preventive health. That places senior living communities in a uniquely powerful position.

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about aging itself. The communities that thrive will not simply provide care. They will help residents discover that aging is not a process of becoming less. It’s an opportunity to become more. More connected. More purposeful. More resilient. More grateful. More engaged with life. The most important determinants of aging aren't found in our chromosomes or in our laboratories. They’re found in our mindset and our community culture. Senior living communities – more than government, healthcare systems or even families – are uniquely positioned to become "Micro Blue Zones" because we can’t change the culture without changing the conversation.

Unlike healthcare systems that primarily treat illness, senior living communities can shape the daily behaviors, relationships, attitudes and experiences that influence long-term well-being. They can create environments where healthy behaviors spread naturally through the culture of the community itself. The healthiest communities are not necessarily those that do the most for residents. They are the communities that create the most opportunities for residents to do meaningful things for one another.

And ultimately, the stories we believe about aging become the aging we experience. 

Marc Middleton is an Emmy Award-winning broadcaster, journalist and founder of Growing Bolder, a multimedia company specializing in lifestyle and wellbeing content for older adults. Growing Bolder’s Longevity Club delivers mindset training programs for individuals and senior living communities. Contact Marc at Marc@GrowingBolder.com.

Blue Zones Can Be Built Geroscience, precision medicine and AI are

revolutionizing the prevention and treatment of disease, but vitality will never come in a prescription bottle. No breakthrough therapy can give us purpose, create meaningful friendships or replace the human need to feel connected and needed. Those things are found in our daily choices, our relationships, our environments and the beliefs we hold about what’s possible as we grow older. The real Blue Zones of the future are not remote islands. They’re not naturally occurring longevity ecosystems. They’re intentionally designed health and wellbeing ecosystems. They’re communities – anywhere – that make it easy for people to move every day, connect every day, contribute every day, learn every day and laugh every day. Communities where people feel seen, valued, useful and needed. As loneliness becomes one of the greatest threats to public health, senior living has an extraordinary opportunity to lead a cultural shift in how society thinks

A STEP-BY-STEP GUIDE for tracking and reducing use ANTIPSYCHOTICS:

CALA's Toolkit for Reducing Antipsychotic Use helps track the number of residents living with dementia that have orders for antipsychotic medications and ways to promote non-pharmacological interventions.

Download Now

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JOURNEY RETHINK the SALES

By Michael Marlow

The process of choosing senior living is evolving rapidly as more adult children become actively involved in decision-making and the number of available options continues to grow. As consumer expectations shift, it's important for providers to consider how their sales approach can evolve as well. By adapting to these changing dynamics, communities can better connect with prospective residents and families while strengthening occupancy and growth.

MOVING B TO CREATE MEA TRUST AND IMP

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Y KING

BEYOND GENERIC TOURS ANINGFUL EXPERIENCES THAT BUILD PROVE MOVE-IN CONVERSIONS

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Sales Standard 2: Personal Connections. Deep Discovery gives us information in many areas of our prospects and their adult children’s lives. One of these areas is typically of the personal preferences of their lives. These may include hobbies, favorite foods, university affiliations, family traditions or other details that help us understand what matters most to each customer. Using Creative Follow-Up (CFU), we focus on these personal and often joyful areas of discovery to make each follow up feel thoughtful, relevant and memorable. Whenever possible, the glimpse we provide should highlight the most engaging and enjoyable aspects of life in our community and be customized to their “discovered” stories! Sales Standard 3: Team Selling. Team Selling means involving the entire department head team in the Creative Follow-Up process. Each discipline has a role in helping customers imagine what life could look like in the community. Because research shows that current residents and their family members are among the most trusted voices in senior living, we also engage them when appropriate. When similarities are identified through Deep Discovery , these resident and family connections can strengthen trust, personalize the experience and make the customer’s glimpse more authentic. Sales Standard 4: Daily Strategy Meeting . The Daily Strategy Meeting , also known as the 10-3-1 / Hot Board Meeting , is a focused daily discussion about the next 10 families expected to move in. The board includes four key areas: customers, including adult children; top needs; personal connections made; and Next Steps, also known as Creative Follow-Up . The most important discussion centers on Next Steps in column four, as department heads brainstorm creative ways to broaden and deepen each customer’s glimpse of life in the community. This glimpse must extend across every discipline, including culinary, wellness, activities and other areas of daily life. The process is led by the community’s chief sales officer, the executive director, who helps ensure that the team remains aligned, intentional and accountable. With inquiry-to-move-in conversion rates often remaining below 10%, it's worth asking whether traditional sales approaches are meeting the needs of today's consumers. Rather than relying solely on standard tours, providers have an opportunity to create more meaningful, memorable and personalized experiences that give families a clearer picture of what life in the community can be. Organizations that have adopted this approach have seen significant improvements in conversion rates, resulting in more efficient marketing investments and, most importantly, helping more older adults and their families find the right community sooner.  Michael Marlow has been in the senior living profession for 33 years and currently serves as the president of The Marlow Group, Inc. a sales training company specializing in delivering community-based training sessions for teams seeking occupancy and revenue increases.

When speaking with prospective residents and their adult children, a common theme often emerges. Many families find it challenging to distinguish one senior living community from another, particularly during the touring process. As one family member recently shared, "Many communities look similar, highlight similar features and follow a familiar tour experience. It can be difficult to determine which one is the best fit for our loved one's unique needs." This feedback presents an opportunity for providers to create more personalized experiences that help families better understand what makes each community unique. This quote is one of hundreds I have heard over my past 33 years in senior living… and I see little effort or desire to change this Velocity and Volume mindset. As researcher Dr. Margaret Wylde describes Velocity and Volume , “The more phone outs you make and the more tours you lead, the more your occupancy will grow.” Dr. Wylde’s research, published over a decade ago, rejects this approach and describes a much more efficient and effective approach, Time and Skills . Simply stated Time and Skills means investing more time with fewer people for better results. Utilizing Dr. Wylde’s research, I have created a full sales training system focused on this revolutionary philosophy based on the Time and Skills superior methodology. Recognizing that “trust” is the number one reason cited by consumers when choosing a senior living community for themselves or their loved ones, I have created eight behavior based, field-tested and time proven S ales Standards , that when consistently executed, build strong trust-based relationships which in turn guarantee occupancy and revenue success! To begin, we must end the tour mentality completely. A tour sends the message that “one size fits all” as you are forcing the customers to determine where they fit into your community, based on a generic overview. In place of “tours,” we must engage in creating meaningful, memorable and unique Experiences that provide our customers with a “glimpse” of what their lives would look like in our community. This “one size fits one” mentality is not only the most effective means to grow our business, but also what our customers deserve and have been denied for far too long. Sales Standard 1: Deep Discovery. Deep Discovery goes beyond the listening skills commonly taught in sales training programs. While holistic listening is essential, the real power of Deep Discovery comes from asking thoughtful, sequential questions. Broad or ambiguous answers may be initially shared during Deep Discovery , but because of our commitment to follow-up questions, we are eventually rewarded with specific, actionable insights. We must have the concept of funnel to go from ambiguous to specific. This combination of purposeful questioning and attentive listening helps us understand each customer’s story and create the “glimpse” they need to imagine what life could look like in our community. Let’s take a quick look at the first four Sales Standards.

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