When I first watched A Man on the Inside with Ted Danson, I didn’t expect it to spark insights for senior living marketing. But like all great storytelling, the show held up a mirror to real-life dynamics – in this case, the often-invisible tensions of aging, legacy, and identity.
Ted Danson plays a retired intelligence agent embedded in a senior living community, hiding in plain sight. It’s a clever premise—but also a poignant one. Beneath the humor and hijinks are sharp insights into the quiet complexity of aging: how we’re seen, how we’re misunderstood, and how easily real identity can be overlooked. That same complexity is what senior living marketers must navigate every day.
And for marketers in the senior living sector, reaching this audience effectively is the difference between spinning your wheels and moving at full-speed.
I’m sharing tips to make your marketing plans more effective based on my time working with senior living providers.
Align KPIs With What Matters
It’s easy to get lost in vanity metrics: pageviews, clicks, impressions. But what your team really needs are insights that tie back to occupancy and revenue. The top metrics you want to understand are your lead source conversion rates (which lead sources are the most productive) and cost per move-in (which helps you center your efforts). Not only does this help optimize your day-to-day, but tracking these metrics most closely helps you make decisions that drive impactful results. Just like Danson’s character relies on subtle behavioral cues to read a room, marketers should rely on metrics that reflect true intent—not surface activity.
Connection Over Perfection
For those of us who pride ourselves on polished campaigns, this might feel counterintuitive. But the truth is, your audience isn’t looking for perfection—they’re looking for connection. Your messaging can focus less on polished language and more on emotional resonance. Are you addressing the real anxieties of adult children making decisions? Are you conveying warmth and humanity in your copy, your videos, your tours? We’ve found that using real residents in digital advertising and social media consistently outperforms the perfect stock image, so grab your cell phone and snap some happy seniors.
Treat AI as Your Assistant
AI won’t replace marketers—but it can absolutely lighten the load. From automating follow-ups to helping you write personalized emails or brainstorm blog topics, AI tools can free up your time for strategy. For example, try prompting: “Write a warm, reassuring email to an adult child exploring memory care for their parent.” The results might surprise you and will help you brainstorm outside of yourself for additional perspectives.
Senior living marketers face an avalanche of responsibilities. But the best outcomes come from strategy, not speed. If Danson’s character taught us anything, it’s that everyone has a story – and it’s our job to listen closely, then reflect that story with care. As marketers, your superpower isn’t volume – it’s vision. Use it wisely.
Jenn Lanier is Director of Marketing overseeing Data & Analytics at MP&F, where she brings more than 25 years of deep expertise in direct marketing, advanced analytics, and strategic project management. A dynamic leader and visionary in her field, Jenn spearheads the agency’s data and analytics initiatives, transforming complex data into actionable insights that drive measurable, results-oriented marketing strategies.