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April 7, 2025

Simplifying the Data Story in Senior Living Sales and Marketing

Marissa Burkhardt | Senior Living Minute: Simplifying the Data Story in Senior Living Sales and Marketing

Data shouldn’t overwhelm—it should empower.

In this Senior Living Minute, Marissa Burkhardt explains how to cut through the noise and build a clear, actionable data story. Start with the basics: traffic, conversions, and CRM activity. Then use funnel ratios to connect the dots between campaigns and move-ins, so you can refine your strategies and make smarter marketing decisions.

Learn how to turn your data into clarity, not chaos.

Guest: Marissa Burkhardt | Join the Discussion on LinkedIn! 💬

Transcript: Simplifying the Data Story in Senior Living Sales and Marketing

Data overwhelm is shockingly common in our industry.

First things first—start with the basics. Ask: What data points give you a snapshot of what’s happening at any point in time?

On the digital side, that’s usually your traffic metrics, form conversions, call conversions, and what’s happening in your CRM—lead, tour, and move-in data.

If you start there and make sure those metrics are accurately tracked, you’ll have a solid foundation.

Then you can start looking at conversion ratios:

  • What percentage of traffic converts to forms or phone calls?

  • How many of those convert into CRM leads?

  • How many leads become tours—and ultimately move-ins?

These insights help you refine your tactics and fuel smarter campaigns.