Dave Grauel
Executive Director of Marketing
Dreamscape Marketing
About the Host
As a 20+ year creative professional, my career has included experience in both agency and internal marketing departments serving in the roles of graphic designer, creative lead, marketing department manager, and director of marketing, across verticals from a small family-owned business, to healthcare marketing, safety engineering, digital marketing, and international relations.
Currently reporting to the CEO of Dreamscape Marketing, as the Executive Director of Marketing, Dave oversees the creation, implementation, and results of the agency’s annual marketing plan with a direct eye to meeting the organization’s overall growth plan. Working across all healthcare verticals, with direct focus on Senior Living, he provides the company and its leadership an omnimedia plan of marketing opportunities and deliverables that showcase its best in class team as the leading provider of performance websites and digital marketing services in healthcare.
No matter the industry I have worked in, I have found success in holding to the truth that marketing and creative is the art of storytelling. All marketing is making a human-to-human connection at the intersection of a brand’s “why and what” and a customer’s “how,” and then building back that unique story of value and differentiation.
Hailing from Annapolis, Maryland, Dave loves all things Baltimore sports, cooking, photography, being on the water, and traveling. Currently Dave, his wife Heidi, and 5 kids are using the opportunity of the remote work environment to take an extended RV trip around the country.
Larry Williams
Senior Living Practice Leader
Dreamscape Marketing
About the Host
As a Senior Living Practice Leader and Industry Strategist, Larry consults with community marketing teams to understand the goals of communications teams and crafts strategies to meet those goals. He works closely with Dreamscape Marketing team members consisting of creative, content, SEO, and social media team leads to develop a customized plan to meet every client’s objectives.
Working with creative teams comes naturally to Larry as his father operated numerous commercial printing facilities and Larry could always be found near printing presses. After graduating from Tennessee State University, Larry worked as a project manager and then transitioned to sales at a printing company in Nashville. Before joining Dreamscape Marketing in 2022, Larry spent 15 years supporting marketing teams with traditional marketing materials such as branded promotional materials, event signage, and printed sales collateral. He continues to provide a consultative, customer-centric approach as he seeks to be an extension of the marketing team.
Larry and his wife are both Middle Tennessee natives, and they have two daughters. When he is not spending time with his family, you will probably find him reading, running, and enjoying being outside.
George Yedinak
Co-Founder + EVP
Aging Media Network
Presentation Overview
George Yedinak will share his thoughts and discuss trends on ways to grab attention and communicate to your audience in healthcare markets today.
Whether you’re a healthcare provider or someone supporting the industry, this talk will give you takeaways on ideas to reinvigorate your storytelling. George will share some of Aging Media and WTWH Media’s best practices to deliver industry leading news and information.
About the Presenter
George Yedinak is the Executive Vice President, Healthcare for WTWH Media LLC. He was previously the co-founder of Aging Media Network and led the organization’s commercial strategy and execution from its inception in 2011 until its sale to WTWH Media in June 2023. George has extensive knowledge of healthcare, aging, technology and financial services from previous professional experience.
Wes Fuller
Founder + CEO
Further
Presentation
About the Presenter
Wes Fuller is the CEO and Founder of FURTHER, and has been a technology entrepreneur in the senior living industry since 2015. Wes has also started several other successful senior-focused media and technology businesses, including familyassets.com. Prior to becoming an entrepreneur, Wes was an investor for 11 years at Falcon Investments, a private equity firm that manages $3.6 billion. At Falcon, Wes evaluated and invested in media and technology businesses, and oversaw $400 million in investments through 13 board member roles on behalf of the firm.
Evan Friedkin
Head of Business Development
Roobrik
Presentation
I head up business development at Roobrik, but I’m the first person to admit that I avoid salespeople at all costs. It’s not that I don’t see their value — it’s that I don’t want to be sold to UNTIL I know what I want or at least know the questions I need to have answered.
There’s a significant portion of the senior living market that feels the same way. Not the folks that call you or fill out a contact form; they’re often in crisis mode and ready to talk. But the families that spend time on your website (and your competitors’ sites) and bounce away to google, aggregators or simply give up — they’re the ones that you can help with just a little bit of strategic guidance.
And hot tip, you won’t get these people to change their mind with just a simple survey.
Learning Objectives:
About the Presenter
Evan leads the business development team at Roobrik. Since joining in 2019, he has helped over 80 operators representing more than 1,000 communities connect their offerings to thousands of families in need. In addition, Evan is a recognized industry thought leader, participating in podcasts, webinars and panel discussions on sales and marketing challenges in senior living, decision science, and how the industry can grow to support more older adults.
Terri Sullivan
Founder + CEO
Waypoint
Wade Goodman
VP of Marketing + Sales
SR Companies
Presentation
It is critical to track the correct lead source when looking at the effectiveness of your digital marketing spend and website conversion tools. By capturing the correct lead source, tracking that in G4, and appropriately tagging it in your CRM, you will have a comprehensive picture of how consumers not only get to your website but convert into your funnel giving you valuable insights for your strategy. Join our session to learn how SRI Management is working with its partner, Waypoint to make this vision come to life.
Learning Objectives:
About the Presenter
Terri is a visionary, leader, and 30-year career sales professional and entrepreneur. Over the last 16 years, Terri consulted, led, and facilitated sales for innovative technologies serving employees, residents, and families in the senior care industry. She brings with her an extraordinary understanding of the senior care and long-term care markets as well as strong relationships at senior levels at many of the largest providers in the country.
Prior to the senior care industry, Terri held various professional sales roles with companies such as Premiere Global Services, NEC America, Unicom Screen Printing, and 3M.
She has a BS in Management from Bentley University and an AS in Computer Information Systems from Cape Cod Community College. Terri’s passions include ideation, entrepreneurship, sailing, skiing, and traveling.
About the Presenter
As Vice President of Marketing and Sales, I have the opportunity to oversee all marketing efforts for the SR Companies’ portfolio. I believe marketing is about guiding people to a solution that meets real needs. The challenge, of course, is to truly understand the need.
After spending more than 20 years in the software industry focusing on development, programming, support, and sales, I realized the importance of understanding and meeting customer needs. This drove me into a passion to connect with people as a trusted guide for their journey. Marketing served as the perfect vehicle for this passion.
With a mix of technology, data-driven processes, customer service experience, and a business marketing and psychology degree from Liberty University, I have a unique perspective to help position SR Companies’ properties as a trusted source for senior living and hospitality. For me, marketing is simply about building trust.
I want people to experience our services in the most honest way possible. To do that we focus on a strong data-driven approach to marketing – one that provides us a place to learn and understand while remaining flexible and nimble to change as needed. It all comes back to how best to guide people to the solutions, help, and services they need most. This is also essential to staying ahead of the competition while better positioning SR Companies and its other companies in existing and emerging markets.
Marc Cherabie
Executive Director of Sales
SiteStaff
Presentation
The buying journey is constantly changing, and the need to adapt your tools & technology is more imperative than ever. With SiteStaff Chat’s end-to-end conversational messaging platform, the visitors have the freedom to choose how they would like to communicate with your community. Whether it is a virtual sales assistant, or a live human expert, we put the choice in the visitors hand. This ensures the best online experience and maximum return on investment.
About the Presenter
Marc Cherabie leads the sales division at SiteStaff Chat. Since joining in 2020, he has helped over 3,000 communities across the US & Canada achieve their goals and maximize their efficiency. He believes that sales should be a “win-win-win” scenario for everyone. A win for the resident and their families, a win for the communities, and a win for SiteStaff Chat. Marc is a visionary who strives to focus on working together with others to help move the industry forward. Therefore, Marc guarantees a return on investment for all his partners. He believes that if you are not creating value, then no one is winning. Let’s win together!
Evan Kuo
GM + Regional VP
KARE
Presentation
We will explore some of the assumptions we make as employers of front-line care workers and challenge ourselves to become an employer of choice. Fundamentally, our industry understands that solving this problem means the improvement of care delivery for seniors. Until we crack the code of workforce retention, senior living operators are only partially fulfilling their missions. We will discuss what motivates and demotivates caregivers, the compromises caregivers make for pay rate, and the tradeoffs caregivers are less willing to make.
About the Presenter
An emerging leader in the senior housing space, Evan is currently a General Manager & Regional Vice President at KARE, the leading solution for the labor shortage in senior care. At KARE, Evan overseas the Mid-Atlantic and Northeast regions of the United States, making sure operators have access to KARE Heroes and vice-versa. Prior to KARE, Evan was the Vice President of National Accounts at Sherpa CRM where he led the sales and marketing operations team across the United States, Canada and the United Kingdom. Sherpa is a revolutionary CRM created by senior sales experts that inspires and motivates sales teams to truly connect with their prospects. A simple, intuitive sales tracking and coaching tool, Sherpa encourages leasing counselors to develop a holistic picture of their prospects’ lives. Prior to Sherpa, Evan worked at HealthMEDX/ Netsmart where he was responsible for client alignment, sales, and account management.
Evan is currently on the American Senior Housing Association (ASHA) “40 for the Future” committee. Their goal is to Empower individuals who are excited for the future of Senior Living and want to make a real, lasting impact in partnership with the American Senior Housing Association.
Evan has been involved in Senior Living since he was 12 years old. Having four grandparents in the silent and greatest generation, Evan experienced almost every level of care as a family member. He started his career in post-acute care by serving breakfast and lunch to assisted living, memory care and skilled residents while in high school and college. This started his fire to be an innovator and advocate for the industry.
Evan holds a B.A. in Marketing and Management from Drury University and an M.B.A in International Business from Drury University.
Dani Merlino
VP Strategic Development
Grow Your Occupancy
Presentation
This session will provide viewers with an overview of how concessions threaten the bottom line of a community and how to avoid during the discovery process. Key takeaways will be how value selling can positively impact the bottom line as well as how concessions threaten your community’s credibility. A breakdown of the true cost of concessions.
About the Presenter
With over 20 years of experience in the senior living industry, Dani Merlino excels in sales training, occupancy building, culture renovation, and financial profitability. Grounded in the roots of the industry, Dani relies on her past experiences of starting at the ground level and growing into VP positions, as well as her thirst for knowledge and passion to improve the industry and effectively lead senior living communities to the ultimate success of high occupancy, financial sustainability, and customer satisfaction.
Paving the way for other rising stars in the industry is a passion of Dani’s as she thoroughly enjoys mentoring others in the industry and watching them succeed, both on the provider and vendor side. Sharing her knowledge through presentations at conferences such as SMASH and Argentum, Dani enjoys pushing the boundaries of the industry in hopes of expanding the minds of those in the industry to ultimately help and serve as many seniors as possible.
Dani lives in Illinois with her husband Nick, and 3 children. As a busy family of 5, you can often find them at ballfields, playing boardgames, or running in a million different directions with kids activities.
Larry Williams
Senior Living Practice Leader
Dreamscape Marketing
Presentation
The involvement of adult decision-makers is significant in seniors’ living arrangement decisions, as indicated by a recent AARP study (76%). While adult decision-makers play a crucial role in researching and evaluating options, it is equally essential to consider the seniors themselves, as marketing teams need to prioritize seniors’ needs and preferences as they are the ones who will be living in the community.
This presentation details integrated marketing strategies that engage both seniors and adult decision-makers, addressing concerns and creating an environment where both parties feel valued and confident in selecting the right senior living community.
Learning Objectives:
Maggie Seybold
VP of Customer Insights
WelcomeHome CRM
Presentation
A new wave of digitally-enabled senior living buyers means that our sales teams need to adapt to meet leads where they are: online. In this new reality, senior living sales teams take on the burden of finding the needle in the haystack, and, without data, this can be time consuming and discouraging. In this session, we share real life examples of how data can be used to proactively identify the challenges communities are facing in an online age and take best practices from top performers to drive improvement.
Learning objectives:
About the Presenter
Maggie Seybold currently serves as VP of Customer Insights at WelcomeHome Software, a leading CRM designed specifically with and for senior living sales and marketing teams. With extensive experience in strategy, data and analytics from a former career at Bain & Company, Maggie and her team harness data from more than 1500 communities to support customers with data adoption and strategy. Since joining WelcomeHome, Maggie has developed a data-driven, consulting and product model for customers that supports optimized results for more than 100 operators. Maggie continues to develop thought leadership in the senior living industry through WelcomeHome’s benchmark reports, case studies and industry presentations.
Kaden McKenzie
Director of Sales
Senior Sign
Presentation
About the Presenter
Elias Papasavvas
CEO
Second Act Financial
Presentation
Senior Living prospects often delay moving to a community because they face innumerable financial questions, questions they may be reluctant to discuss or share with a community Executive Director or Sales because finances are personal. Today, having a Financial Resource Office with a wide array of financial solutions is no longer optional but a must-have to help prospects work through their financial questions so they can decide the best way to move forward. However, there is a right way and a wrong way to implementing such an Office. Join us as we review case studies of other industries, and of senior living providers who successfully implemented a Financial Resource Office into their operations leading to shorter sales cycles and higher incremental move-ins.
About the Presenter
Elias P. Papasavvas is the CEO of Second Act Financial Services LLC, the nation’s leader in Financial Solutions for Senior Living and CEO of Second Act, a senior-focused lending Division of Liberty Savings Bank, FSB, of Wilmington, Ohio, the nation’s leader in bridge financing solutions for senior living consumers.
Elias is highly regarded as a leader in senior living. Prior to Second Act, Elias is well known for having founded and led Elderlife Financial Services between the years 2000 to 2012. He has returned to the senior living industry with Second Act at the request of many providers seeking payment solutions for senior living that are effective for providers, fair to consumers, while also administered with national consistency and integrity. Between Elderlife and Second Act, Elias enjoyed a career as the Vice President of Finance for Artis Senior Living. Elias got his start in the 1990’s as a CPA at Arthur Andersen where he was exposed to both Sallie Mae, the student loan company, and Marriott Senior Living. It was that exposure that led Elias to a career of financial solutions for senior living through partnerships with senior living providers. When he isn’t working with his colleagues in the industry, Elias can be seen in vast green fields playing fetch with his very intense German Shepherd, Othello, or enjoying time with his wife, Christine.
Maureen Longoria
Co-Founder + CEO
LivNow Relocation
Presentation:
What does ‘I’m not ready’ really mean and how many leads in your system are classified as that. What are you doing to work those leads to get them ready? What happens when you give them access to information and resources? Have you left the moving process up to the Senior and their family to manage and if so, do you know how that plays out for them? And have you expected your sales team to ensure a smooth transition while at the same time meeting their sales goals? Learn how reengineering the move in process will increase your sales.
Learning Objectives:
About the Presenter
Maureen Longoria is obsessed with finding ways to make a later in life move less stressful and overwhelming. Drawing on her 25+ years in leadership positions in corporate relocation, she has helped hundreds of corporations move their employees around the world and is on a mission to change the way older adults transition into Senior Living Communities. Maureen recognizes the void in support for older adults and is committed to bringing executive class services to residents moving into 55+ and Senior Living Communities. She is also committed to providing older adults with technology specific to their relocation needs to give them easy access to all their relocation information.
Maureen is also passionate about building a ‘profit for purpose’ company that is focused on sustainability and giving back to the Senior Living Communities. “Everything we do at LivNow Relocation will be ‘a good move’!” From bringing shelf stable food to food pantries to making sure our client’s treasures are repurposed. ‘Everyone at LivNow will bring empathy and care to everything we do’.
Maureen has worked for several large Relocation Management Companies and Global Van Lines during her career. She is a Certified Relocation Professional (CRP), a Global Mobility Specialist (GMS) and has earned a FIDI Diploma from the FIDI Global Alliance. Maureen has held roles on numerous boards and committees including the Chicago Relocation Council, HRMAC (Human Resource Management Association of Chicago) Interest Groups, ERC Worldwide Planning Committee, ERC Worldwide Charitable Foundation, and been a volunteer at BEDS Homeless Shelter for over 20 years.
When Maureen isn’t obsessing about how to deliver happier residents to Senior Living Communities, you can find her in the western suburbs of Chicago with her husband, three kids (who are all Dayton Flyers!), and 2 dogs. She loves long wine filled dinners with her extended family and friends, and can often be found riding her bike, working out, or reading a good non- fiction book.
Jennifer Dixon
Founder
JD Solutions Group
Kellie Kulick
Vice President of Coaching + Training
JD Solutions Group
Presentation
Revenue Operations: It’s a hot sales buzzword of 2023, but make no mistake, it’s here to stay.
As consulting partners to senior living providers of all sizes, we understand that operators have been forced to decrease their budgets and headcount, while at the same time dealing with uncertain market conditions and a longer sales cycle. Revenue operations has emerged as a critical component of overall business recovery and a must-have for sales organizations of today and tomorrow.
Learning Objectives:
About the Presenter
Jennifer Dixon is the Founder and CEO of JD Solutions Group, a sales coaching and consulting firm with the mission to empower investors, owners, and operators of senior living communities to grow their sales and operating teams to their fullest potential.
With over 20 years of sales experience and 15 years working in senior living, Jennifer brings an expertise that is a unique blend of high-level strategic vision combined with a results-oriented focus on execution.
This knowledge and hands-on experience in sales and marketing led to a strong track record: Jennifer has personally coached and trained over 3,000 senior living sales professionals and 400 senior living communities, leading to improved occupancy and NOI performance. Her ability to design and implement sales, marketing and revenue strategies has made her a trusted resource to senior living operators and investment groups.
Prior to founding JD Solutions Group, Jennifer held several executive leadership roles in senior living: Chief Operating Officer for Bild & Company, a senior living sales training company and Vice President of Sales for Benchmark Senior Living and Chief Sales & Revenue Officer for Sherpa CRM.
Jennifer’s love for selling senior living started 16 years ago, as a Director of Sales and Marketing for Country Meadow Retirement Communities. Still inspired by her experiences in the field, Jennifer remains committed to the education, empowerment and growth of sales professionals. She is a presenter featured at industry events such as Argentum, NIC and SMASH and also a guest speaker at Boston University’s School of Hospitality Administration.
About the Presenter
Kellie is the Vice President of Coaching and Training for JD Solutions Group.
Kellie has a unique perspective in the senior living industry with a deep understanding of operations, wellness and sales. She has led a successful career with a track record of growth and a passion for developing leaders.
Kellie’s path in senior living began over 20 years ago. Entering the industry as a licensed Physical Therapist, she grew her career as a successful Executive Director, Sales Director and Regional Sales executive. This experience allows her to understand how the roles of both the Executive Director and Sales Director impact a successful community sales and marketing strategy.
From leading corporate crisis communications during the pandemic to recovering occupancy as a tenured Regional Sales Leader, Kellie has developed a reputation for being a hands-on, knowledgeable partner in the field, with a strategic focus on driving positive change and results.
Lola Rain
Head of Marketing
Sequoia Living
Presentation
How tough is it rolling out new vendors in your organization? You have the ability to make it easy or hard. Having a challenging implementation can damage all future vendor relationships. Here are some tips to simplify the selection and roll out process.
About the Presenter
Lola is one of an elite few to become certified by Chip Conley’s Modern Elder Academy. She’s part of the battle to end ageism and she is on a quest to create healthier environments where we live and learn. From senior housing to brain health to virtual reality, as a subject matter expert, Lola crafts strategy to meet specific business and operational goals.
As a past winner of LeadingAge CA’s Best Practice and Innovation award, Lola is recognized for her innovative approach to building programs and campaigns. She was also featured in a Next Avenue podcast on Forbes.com.
With 20 years of experience in housing, healthcare and enterprise technology, Lola has spent her career building programs, training, mentoring and capturing stories. Her successes include integrated branding campaigns using TV, radio, billboards, print and Internet. Her passion for PR keeps her motivated to educate large populations through partnerships with local media, nonprofits and government agencies.
Formerly at Eskaton, a nonprofit serving seniors in Northern California, Lola’s role was to manage online reputation and oversee digital strategies including social media and content creation. A Master’s in Management with a focus on Aging Services prepared her for helping Eskaton to enrich the lives of the seniors they serve. From the study of immigrants to artists to centenarians, Lola has captured hundreds of individual stories and shared them with the world.
Kyle Rand
Co-Founder + CEO
Rendever
Presentation
Senior living has been primed for accelerated change for a while now. With the influx of new technologies, there’s an unprecedented opportunity to shift our understanding of what community building can – and should – mean in today’s world of aging.
The newfound understanding around the importance of social health is paving a unique opportunity for senior living communities to provide something that augments the aging-in-place demographic: a thriving sense of community.
In this presentation, we’ll cover how senior living can leverage modern resident engagement platforms to build communities inclusive of the aging-in-place population, and dive into how this form of lifestyle strategy can accelerate a sales pipeline while building a noteworthy brand that appeals to prospects and caregivers alike.
About the Presenter
Kyle Rand is the cofounder and CEO of Rendever, a virtual reality (VR) platform helping seniors combat social isolation through the power of shared experiences. Having always felt a close kinship to seniors, Kyle grew up volunteering at a senior living community and later went on to study cognitive decline in the aging population at Duke University. After a personal experience moving his own grandmother into a senior living community, Kyle experienced first-hand the effects social isolation has on seniors and cofounded Rendever as a result. Under Kyle’s leadership, Rendever is changing the lives of thousands of seniors in more than 450 senior living communities worldwide. Most recently, Kyle oversaw Rendever’s collaboration with UC Santa Barbara to start a multi-site clinical trial to observe the positive impact VR has on seniors. In 2019, he was honored on Forbes “30 Under 30” list for the profound impact his work has had on the senior living industry. Kyle has given lectures and presentations at universities across the country, and spoken on global stages ranging from the Googleplex to stadiums in South Korea.
Matt Reiners
VP Sales, Audio Solutions
Uniguest
Nicole Page
VP, Senior Living Sales
Uniguest
Presentation
Digital engagement brings a new dimension to hospitality in senior living communities. By leveraging technology, communities can create interactive and personalized experiences that cater to residents’ individual needs and preferences. Be inspired to reimagine your community’s approach to embracing hotel-like engagement solutions, ultimately enhancing the resident experience and fostering a sense of community and stand out from the competition.
Key Learning Objectives
About the Presenter
Matt Reiners is dedicated to improving the quality of life for old adults.
Matt is a Forbes 30 Under 30 recipient, Argentum Senior Living Leader, Bridge the Gap Ambassador, Aging Media Network Future Leader, National Association of Activity Professional Business Liason, SBA Co-Young Entrepreneurs of the Year award for New England, Podcast Host, Husband, and Girl Dad.
About the Presenter
Nicole Page is a seasoned professional with an extensive background in technology sales and an unwavering commitment to enhancing the lives of seniors through innovative solutions. With over 13 years of experience specific to senior living, Nicole has consistently demonstrated a deep understanding of market trends and a knack for identifying opportunities to make a meaningful impact in the lives of seniors.
Driven by an unwavering passion, Nicole recognizes the profound impact that technology can have on the lives of seniors. She is excited that Uniguest’s Senior Living portfolio understands the unique challenges faced by senior living organizations and as such offers tailored solutions that cater to their specific needs.
Donnie Funderud
VP, Sales and Marketing
SENIOROI
Presentation
In a landscape saturated with digital interactions, many marketers have shifted their advertising tactics to digital only. However, despite digital’s low cost of entry and popularity, direct mail is still an effective and relevant medium for senior living marketers. This session will focus on how communities can leverage direct mail in the digital age to create a more integrated omnichannel marketing strategy.
About the Presenter
A client-focused professional with demonstrated leadership skills and troubleshooting abilities, Donnie brings a passion to serve and making others successful is what he does best. Donnie fully understands the role that data plays in SenioROI’s day-to-day marketing efforts. He returned to SenioROI in 2018, after 10 years with the parent company, United Mailing Service. During that time, he spent 7 years with a local advertising and branding firm.
When not at work, Donnie can usually be found in the garage brewing beer, building something, or standing in a river with a fly on the line.
