After more than 25 years in marketing—and over a decade working directly with senior living communities—I’ve come to appreciate just how complex the decision to move into senior living truly is.
It’s easy to imagine a prospective resident walking in, falling in love with your community, and signing the paperwork on the spot. But that’s not how it works.
In reality, every move-in is the result of a committee decision—a small, informal group of individuals who each bring their own concerns, priorities, and influence to the table. As marketers, we’re not just trying to appeal to one person—we’re trying to connect with a care circle made up of people who often see the world (and your community) very differently.
Understanding these personas—and what really matters to each of them—is key to building trust and driving more move-ins. Let me introduce you to the committee I’ve encountered time and again in my work.
Cathy is almost always leading the process. She’s researching communities after dinner, making phone calls on her lunch break, and scheduling tours on weekends. She’s balancing her own family and career while trying to do what’s best for her parent.
If you lose Cathy’s confidence at any point, the process stalls.
The senior often has mixed emotions—fear, resistance, and even grief. They may say they’re not ready or insist they’re fine on their own. But they’re also lonely, tired, or worried about becoming a burden.
They don’t need to be “sold.” They need to be heard.
Whether it’s a family doctor, a discharge nurse, or a home health provider, there’s usually a medical professional in the background whose opinion carries weight.
Their endorsement may be subtle—but it’s powerful.
There’s always someone reviewing the paperwork and asking the tough questions. Brenda might be a sibling, niece, or family attorney. She’s not emotional—she’s analytical.
She’ll say “yes” if the math makes sense and the trust is earned.
Social workers, case managers, and placement agents don’t make the final decision—but they often start the conversation. If they trust your community, they’ll keep sending families your way.
A missed call here is a missed opportunity.
As marketers and operators, we have to recognize that we’re not selling to one person—we’re supporting a decision-making process that spans generations, emotions, and disciplines. That’s why your brand, messaging, and materials must be flexible enough to speak to each persona on their terms.
At Symphonix, we help senior living communities do just that. From beautifully branded welcome kits and segmented direct mail to caregiver resources and online stores for consistent materials—we give you the tools to build trust with every member of the care committee.
If you want a partner who understands the pressure you’re under—and the people you’re trying to reach—I’d love to talk.
Ready to take the next step? A 15 minute consultation can allow us both to explore the world of possibilities and see if we are a fit. Let’s start a conversation.
Don Yeakle is a Senior Account Executive at Symphonix, bringing over 25 years of marketing experience and more than a decade of expertise serving senior living communities. Known for his consultative style and attention to execution, Don partners with marketers and operators to bring clarity, consistency, and confidence to their brand presence.