May 27, 2025
Market Resident Stories—Not Just Amenities
Your most powerful marketing tool is already living in your community.
In this Senior Living Minute, Jack York shares how authentic interviews with residents can create emotional connections that amenities alone never will. By focusing on personal stories instead of polished features, communities can bring their value to life in a way that resonates deeply with families and prospects.
Learn why authentic storytelling beats slick brochures every time.
Transcript: Market Resident Stories—Not Just Amenities
I am really good at the interviews, and I think it’s simply being authentic. I’m genuinely interested in the people’s stories.
It’s not about ‘Let’s see how many views we can get.’ The fact that I am authentic, and I think the fact that I’m a stranger, sometimes makes it really easy for people to open up in a way that, frankly, has shocked me.
You wind up with this real strong relationship, especially the folks that we’re doing the documentaries with where you’re hanging around people for 2 or 3 days. They become like your uncle and your aunt, and it becomes kind of a big thing.
I’ve never pretended to be an expert in senior living marketing, but I think that the senior living marketing world has had a tendency to market amenities, aesthetics, and other external things.
I think that the most compelling tool in your arsenal is the interesting people who live in the communities.