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2026 Agenda

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  • March 4, 2026

    Wednesday

  • March 5, 2026

    Thursday

  • March 6, 2026

    Friday

  • 12:00 PM-7:00 PM
    Registration & Information Desk

  • 12:00 PM-7:00 PM
    Sponsor Set-Up

  • 5:00 PM-7:00 PM
    Welcome Reception

  • Where
    Griffin E

  • 8:00 AM-7:00 PM
    Registration & Information Desk

  • There is no excerpt because this is a protected post.
    Where
    Griffin CD

  • 9:05 AM-9:35 AM
    Track A
    Panel Presented by Further

  • In 2026, the first baby boomers turn 80. Demand is high and rising, especially as growth via new construction is tough to achieve. But as operators well know, demand alone does not spell success. Hear from 3 industry leaders on what comes next and what they are prioritizing as they hit the demand straightaways.

    Where
    Griffin CD

  • 10:00 AM-10:30 AM
    Networking Break

  • Where
    Griffin CD

  • The senior living move-in process is often treated as an administrative “to-do” list, but for families, it’s the climax of a high-stakes emotional drama. In this session, we explore how to preserve the resident’s story by redesigning the move-in experience for the modern family. Join us as we share success stories and practical strategies for creating a “premier” experience — one that uses transparency to prevent employee burnout and puts human connection first. We’re going to get real about the move-in process by looking through the eyes of residents and their caregivers. Together, we'll identify the common “box office flops” we’ve all seen and discuss how to move beyond a processed feel to build immediate trust with residents and families. Plus, we’ll have popcorn and snacks 🍿
    Where
    Griffin A

  • Where
    Griffin B

  • Senior living isn't the only industry selling a lifestyle to the boomers. From cruise ships to health and wellness companies, multiple players are vying for the chance to define what it means to grow old. But the senior living industry is still telling a retirement tale rooted in the past. Learn how senior living operators are changing the senior living "story" to meet the perceptions of a new generation of older adults and why the boomers' perception of senior living may not always reflect reality.

    Presented by: SHN
    Where
    Griffin CD

  • Operators in 2025 are “thinking locally” by developing sales and marketing strategies and new brands for people living in specific areas or markets. Learn how and why these companies make their marketing local and tailor brands to appeal to regional preferences.

    Presented by: SHN
    Where
    Griffin A

  • Affordability is a hot topic in 2025, and with good reason as income gaps widen in the U.S. In the years to come, senior living operators across the spectrum must attract prospects in a way that takes into account the economic anxiety prospects and their families feel, while also catering to affluent older adults. Hear from providers about the current landscape, how they are messaging on rates, and whether the gaps between high-end, market rate and more affordable options are widening.

    Presented by: SHN
    Where
    Griffin B

  • Where
    Griffin CD

  • Where
    Griffin A

  • In a crowded senior living marketplace, the most successful communities understand that sustainable growth requires both brand equity and consistent lead generation. This session bridges the gap between the art of connection and the science of conversion, offering a strategic blueprint for uniting powerful storytelling with rigorous performance marketing. We will explore how authentic narratives build trust while targeted search and advertising strategies ensure the right prospects see the story. Hear from senior living leaders who have dismantled the brand awareness and demand generation silos and reaped the conversion rewards.
    Key Takeaways
    -How to Build Your Authentic Story
    -Leverage Time-Tested Lead Gen Strategies
    -Follow Through with the Right Follow up
    Where
    Griffin B

  • Where
    Griffin E

  • “Answer engines” like Google’s Gemini have created new challenges and opportunities for senior living marketers. Learn how senior living operators are pivoting to “AIO” rather than relying on SEO and how the landscape for online research is rapidly shifting with new AI platforms.

    Presented by: SHN
    Where
    Griffin CD

  • Among the most effective tools for senior living marketing is showing current residents flourishing. Learn how operators loop programming and services into their advertising and how they show prospects the life they could live inside their four walls.

    Presented by: SHN
    Where
    Griffin A

  • Where
    Griffin B

  • Where
    Griffin CD

  • Diving into the new norm of Generative Engines and Large Language Models: How does social proof support organizations in their rankings, and what can a community do to support their own growth with AI.
    Where
    Griffin A

  • Where
    Griffin B

  • 2:05 PM-3:00 PM
    Networking Break

  • Where
    Griffin CD

  • Where
    Griffin B

  • Where
    Griffin A

  • The baby boomers are the ones moving into senior living in the years to come, but often driving those decisions are their Gen-X and millennial-aged adult children. Learn how operators are speaking directly to this audience during the inquiry and tour and how their preferences are shifting marketing priorities and strategies.

    Presented by: SHN
    Where
    Griffin CD

  • Bonuses, benefits, prizes -- senior living operators use all these tactics and more to motivate their sales teams. Learn the tools senior living leaders are using to push their sales teams to greater heights this year and beyond.

    Presented by: SHN
    Where
    Griffin A

  • A website is typically the first thing that prospects and their families encounter on their senior living journey. What they see in their first few minutes on the page can make or break their decision to move in. Learn how operators make their websites stand out to prospects and what they are doing to turn curious web-seekers into customers.

    Presented by: SHN
    Where
    Griffin B

  • 4:00 PM-6:00 PM
    End of Day 1 Reception

  • 8:00 AM-12:00 PM
    Registration & Information Desk

  • Where
    Griffin E

  • It’s baaaack! And this time it’s live on the conference floor! The Know Your Industry Challenge is a fast-paced, interactive trivia showdown built for senior living sales and marketing pros who want to test their instincts against real benchmark data.

    Hosted by Evan Friedkin and Craig Simons from Aline, this game-show-style experience blends competition, insight, and a healthy dose of fun. Joining them is Jake Raptosh, VP of Sales at Discovery Senior Living, bringing an operator’s perspective to the trends, surprises, and “so what” behind each answer.

    Together, they’ll guide you through the most interesting data shaping senior living in 2026, unpacking what’s changing, why it matters, and how it should influence your sales and marketing strategy.

    Expect questions and insights on:

    How AI is reshaping the prospect journey and what it means for marketing strategy and community websites
    Which care type outperformed the rest with double-digit inquiry growth in 2025
    What the correlation between length of stay and length of sales cycle reveals about your sales approach
    Where perception gaps between older adults and adult children show up most, and how to message accordingly
    Who is researching senior living today and when they actually do it.

    Come ready to play, learn, and see how your instincts stack up against the room. Bragging rights (and prizes) are on the line.
    Where
    Griffin CD

  • Sales and marketing leaders discuss data points that reveal top areas of opportunity and concern for providers, and that paint a picture of the market in 2026.

    Presented by: SHN
    Where
    Griffin CD

  • Presented by: SHN
    Where
    Griffin A

  • Where
    Griffin CD

  • For the fourth consecutive year, Unlock Health has partnered with Senior Housing News to deliver the Senior Living Marketing Survey Report, providing a data-driven look at the tools, trends, and priorities shaping the year ahead. In this session, we’ll walk through key findings from the 2026 report and examine the trends and expectations influencing senior living growth in the coming year. Attendees will gain insight into how community-based sales and marketing teams and agency partners are responding to an evolving landscape, explore benchmarks impacting demand generation, lead engagement, and conversion, and uncover where strategies align and where they differ. What You’ll Walk Away With: Key insights from the 2026 Senior Living Marketing Survey Report, including trends and expectations shaping the year ahead A year-over-year view of how senior living marketing and sales priorities have evolved based on insights from previous survey reports Actionable takeaways to improve marketing and sales alignment and drive more effective, sustainable census growth
    Where
    Griffin A

  • 10:40 AM-11:00 AM
    Networking Break

  • Where
    Griffin CD

  • Roleplaying, analyzing leads, taking notes – senior living operators are finding concrete uses for AI and automation with all of these tasks, and more. Learn the real ways that tech is changing how operators market their services to prospective residents.

    Presented by: SHN
    Where
    Griffin CD

  • The senior living sales journey does not end when a resident tours a community. In fact, following up with prospects and their families is among the most important aspects of senior living sales and marketing. Learn the ways that operators are keeping the fire burning among prospects and how those methods are changing in 2026.

    Presented by: SHN
    Where
    Griffin A