EDITOR'S LETTER
PRESIDENT & CEO James Balda
jbalda@argentum.org
Listening: The Not-So-Secret Formula to Achieve Success
“We have two ears and one mouth, so we should listen more than we say.” That’s some very old wisdom—from around 300 B.C., taught by Zeno of Citium, founder of the Stoic school of philosophy. Yet it’s perfect for right now: Everyone in senior living sales and marketing that I interview makes the same point: Listen.
When I started at Argentum, I wanted to get at least a small glimpse at what members experience, so I took the Argentum
Senior Living Sales Counselor Certifi cate Program and test. (Did I pass? Math is my nemesis; let’s leave it at that.) People in this industry are much more about the “counselor” part than the “sales” part, I learned. They know the math, but their primary motivation is to listen to what the prospective resident wants and needs. The sales and marketing stories in this issue are all about listening: How digital technology can help discover individual wants and needs (p.32); creative ways to reach people (p.34); and listening to data (p.44) and to opinions online (p.46). Senior Living by Design Awards (p.6) had more nominations than ever this year; thank you. The 2019 winners represent a tough choice by the judges as well as top trends. But most striking was the eff ort to be an important and harmonious part of their neighborhoods, no less so than any other homes. Listening was also essential in shaping the Senior Living Executive Conference
(visit
conference.argentum.org) for 2020, being held May 18-20 in Tampa, Fla. The team has shaped some incredible experiences based on the subjects and formats you told us you wanted.
The opening session will be a Celebration of Senior Living featuring our annual
awards. Members have until Friday, January 17 to submit nominations for the Argentum Hero Awards—including the Award for Leadership in the Face of a National Disaster award—the Community Leader Award, and the Best of the Best awards. Tell us about your heroes at
argentum.org/awards. We’re listening.
– Sara Wildberger Editor
CHIEF OPERATING OFFICER Maribeth Bersani
mbersani@argentum.org
CHIEF FINANCIAL OFFICER Gina Mamone
gmamone@argentum.org
VP, QUALITY IMPROVEMENT John Schulte
jschulte@argentum.org
VP, WORKFORCE DEVELOPMENT Brent Weil
bweil@argentum.org
VP, MEMBERSHIP & EVENTS Brad Williams
bwilliams@argentum.org
VP, GOVERNMENT RELATIONS Paul Williams
pwilliams@argentum.org
SENIOR DIRECTOR OF MARKETING & COMMUNICATIONS Jessica McKay
jmckay@argentum.org
DIRECTOR OF GOVERNMENT RELATIONS Daniel Samson
dsamson@argentum.org
DIRECTOR, PROGRAM CONTENT Denise Brassé
dbrasse@argentum.org
DIRECTOR, MEETING PLANNING & OPERATIONS Alana Mallory
amallory@argentum.org
DIRECTOR, MEMBER SERVICES & DATA Kari Horesky
khoresky@argentum.org
OFFICE MANAGER/ EXEC. ASSISTANT Rosa Montgomery
rmontgomery@argentum.org
PROFESSIONAL DEVELOPMENT & EDUCATION MANAGER Robert Oliveri
roliveri@argentum.org
MARKETING SPECIALIST Kayla McAlindin
kmcalindin@argentum.org
STAFF ACCOUNTANT Olivia Wilson
owilson@argentum.org
EDITORIAL COMMUNICATIONS MANAGER & EDITOR Sara Wildberger
swildberger@argentum.org
CREATIVE PROJECT MANAGER Vatrice Chestnut
vchestnut@argentum.org
ART DIRECTOR Rose Thai
rthai@argentum.org
ADVERTISING
DIRECTOR OF SALES Katherine Madison
kmadison@argentum.org
SENIOR SALES ACCOUNT EXECUTIVE Maura Artman
martman@argentum.org
SALES ACCOUNT EXECUTIVE Brooke Jordan
bjordan@argentum.org
SUBSCRIPTIONS 703.562.1179
Senior Living Executive, Volume 26, Number 6 (print ISSN 2161- 6698, online ISSN 2161-671X) is published bimonthly by Argentum, 1650 King Street, Suite 602, Alexandria, VA. Periodicals postage paid at Alexandria, VA and additional mailing offi ces. Argentum member companies receive subscriptions for staff as part of their membership. Free controlled subscriptions are also available to qualifi ed individuals in the senior living business.
POSTMASTER: SEND ADDRESS CHANGES TO Senior Living Executive, 1650 King Street, Suite 602, Alexandria, Virginia 22314 703.894.1805. Printed in USA. Copyright 2018. Prior to photocopying items for educational classroom, internal, or personal use, please contact the Copyright Clearance Center, Customer Service, 978.750.8400, 222 Rosewood Dr., Danvers, MA 01923 or check CCC Online at
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Copyright ©2019 Argentum. All rights reserved. No part of this publication may be reproduced or transmitted in any form—print, electronic, or otherwise—without written permission from Argentum.
NOVEMBER/DECEMBER 2019
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