July 7, 2025
Senior Living Communities Are Filled With Stories That Need to Be Told
In this Senior Living Minute, Emily Tucker spotlights the power of storytelling in memory care marketing. With over 12,000 residents, Emily shares how real stories of connection and transformation inspire families to act. From interviewing adult children to filming resident moments, her team brings emotional clarity to the hardest buyer’s journey.
Discover why stories, not just stats, build trust and drive decisions.
Transcript: Senior Living Communities Are Filled With Stories That Need to Be Told
The most amazing part of senior living is the amount of stories we are sitting on every single day. I’ve got over 12,000 residents in our care, and the way their life at Trilogy has helped them prosper is remarkable. The way it’s changed their relationship with their children has to be told.
One of the ways we’re doing it is through memory care, which is a hard buyer’s journey. But being able to tell the story that we’re going to help both—we’re going to provide care for the disease and relief for the caregiver—and so what we’re doing is interviewing the children. We’re having conversations about their journey to move their mother or father into our care, and then filming them together.
We added a brand activation team to our marketing team, which is essentially a team of field marketers. And so they’re out on the campuses more, having those conversations because a caregiver is never going to stop their day and say, “Mrs. Smith, that’s a great story. I’ve got to go call corporate and tell them what you just said to me.” So we’ve got to be more present in the building. It’s the easiest way to find those stories.