Winning in Senior Living: 2025 Trends and ADage Strategies to Thrive

February 3, 2025
Featured image for “Winning in Senior Living: 2025 Trends and ADage Strategies to Thrive”

The senior living industry has entered 2025 with both challenges and unprecedented opportunities, as outlined in Tim Regan’s Senior Housing News article, “Top Senior Housing Trends for 2025”. ADage Marketing Group’s strategic predictions and service offerings are closely aligned with these emerging trends, positioning operators to thrive in a rapidly evolving market.

Here’s how ADage’s approach compares to the key trends highlighted in the article:

Industry Trend: Senior living operators are shifting away from heavy reliance on third-party referral sites like A Place for Mom. Google’s algorithm changes and high costs are pushing providers to develop in-house marketing strategies. Recently, two prominent senior living companies, Brookdale Senior Living (NYSE: BKD) and Sonida Senior Living (NYSE: SNDA) pivoted away from relying on third-party referrals and toward marketing strategies that prioritize in-house efforts. 

ADage’s Alignment: ADage has long championed reducing dependence on third-party sources. Our Multi-Channel Marketing Campaigns and CRM Optimization Services empower communities to strengthen their direct lead generation efforts. By leveraging tools like storytelling, targeted content, and predictive analytics, ADage helps operators focus on their own digital presence to capture and convert leads more effectively.

Industry Trend: Labor shortages and talent wars continue to be a pressing challenge. Operators must prioritize workforce development to remain competitive.

ADage’s Alignment: Workforce retention has been central to ADage’s 2025 strategies. Our EQMatters leadership training  equips organizations to foster emotionally intelligent teams, while our Employer Branding Services help senior living providers attract and retain top talent. These initiatives directly address the industry’s need for creating supportive, inclusive work environments.

Industry Trend: Operators are increasingly turning to data to achieve sustainable differentiation and predictive insights, as underscored by John Cochrane’s call for measurable results to ‘Thrive in ‘25.’  As Tim Regan shared, “AI can be a useful tool, but only for specific use cases, and only if it is paired with human logic and creativity.”

ADage’s Alignment: ADage offers Predictive Analytics Persona Solutions to help communities optimize operations and create tailored resident experiences. Our focus on data integration and multi-channel marketing attribution allows operators to refine their strategies, ensuring differentiation in a competitive market.

Industry Trend: While AI’s transformative potential remains largely untapped, operators are using it for specific, practical applications like fall detection and marketing optimization.

ADage’s Alignment: ADage’s Technology Implementation Consulting ensures seamless adoption of tools that enhance efficiency and resident care. From CRM integration to digital marketing innovations, our approach combines cutting-edge technology with human insight to maximize impact.

Industry Trend: The industry is reimagining senior living with innovative models like Avenue’s Viva Bene, which combines active adult living with preventative health services. Operators are focusing on breaking the mold to appeal to the next generation of residents.

ADage’s Alignment: ADage supports this shift with Resident Experience Optimization and Market Research and Feasibility Studies. We help operators design innovative community models that resonate with changing demographics while emphasizing personalized, purpose-driven living environments.

Industry Trend: With the oldest Gen Xers turning 60, operators are starting to tailor their offerings to the preferences of this generation and the millennial “adult daughter” decision-makers.

ADage’s Alignment: ADage has anticipated this shift in its 2025 predictions. Our Brand Storytelling Services focus on crafting compelling narratives that resonate with multigenerational audiences. Additionally, our Social Media Innovation Services ensure communities remain relevant to younger decision-makers through dynamic, engaging content.

Industry Trend: Rising costs, political uncertainty, and regulatory challenges are complicating growth for operators. Between immigration and supply chain cost concerns, now is a time for careful planning and risk mitigation strategies. 

ADage’s Alignment: ADage’s Operational Efficiency Consulting helps communities streamline operations and reduce costs without compromising quality. Our Value-Based Care Strategies also align with the industry’s push for sustainable, measurable outcomes, helping communities adapt to changing regulatory and financial landscapes.

Industry Trend: The “forgotten middle” represents a massive opportunity, but progress remains slow despite growing demand. Laurie Schultz of Avenue reinforced the need for innovation to meet this new consumer paradigm, “We desperately need new operating models to make senior living a sustainable business for the next decade, when the boomers are at the height of demand for higher-acuity settings.”

ADage’s Alignment: ADage has identified middle-market communities as a key focus for 2025. Our Market Expansion Strategies and Brand Repositioning Services help operators tailor offerings to this segment, ensuring affordability without sacrificing quality.

The senior living industry is poised for transformation in 2025, with creativity and adaptability serving as the cornerstones of success. ADage Marketing Group’s forward-thinking strategies are perfectly aligned with these trends, empowering communities to navigate challenges, seize opportunities, and thrive.

Whether it’s redefining marketing approaches, enhancing workforce engagement, or adopting innovative technologies, ADage is ready to partner with senior living providers to create impactful, sustainable growth. Explore our services and discover how we can help your community stay ahead in 2025 and beyond.

Book A Meeting


Share: