Seniors Guide's Katharine Ross Shares How Today's Seniors and Families Are Researching Senior Living

In this episode of The Grow Your Occupancy Podcast, Julie Podewitz talks with Katharine Ross, President of Seniors Guide, to explore how today’s senior living consumers research communities, what information matters most to them, and how operators can better connect with both prospects and adult children. Katharine shares what Seniors Guide is seeing firsthand: more self-led research from older adults, longer digital buying journeys, greater demand for transparency around pricing, and a growing appetite for authentic content that shows what life is really like inside a community. She and Julie also discuss the power of testimonials, resident and family voices, executive director involvement, and why storytelling may be one of the most effective ways to build trust and close the perception gap around senior living. This conversation is packed with practical insight for senior living operators, sales leaders, and marketers who want to strengthen their digital presence, improve engagement, and create more meaningful connections with future residents and their families.