Aline Innovation Summit 2025

Working in senior living is hard, even grueling at times. But what if your team was driven by a shared sense of purpose, where work-life harmony fueled exceptional results? This keynote reveals how aligning personal purpose with professional goals creates unstoppable momentum.

Discover the power of “why” to overcome challenges and inspire peak performance, both in and outside the workplace. Retention and engagement are major issues, and old leadership models don’t deliver like they once did. Effective leaders must go deeper to help their teams reach their true potential. When team members truly feel that their leadership and organization cares about their personal and professional development, that’s where the magic happens

Speaker: Reed Davis, Senior Living Sales Trainer

In today’s competitive marketplace, standing out from the competition is essential. Differentiation isn’t just about being different for the sake of it; it’s about offering value that your target audience truly cares about. Therefore, it crucial to focus on the complete journey—from the initial lead to move-in.

To understand where to prioritize lead generation efforts, it’s important to look at data on what types of leads typically convert to tours and move-ins. The most successful lead sources are those that create a sense of trust and urgency, especially when the lead is coming from a personal connection. An integrated, team-wide approach that emphasizes relationship-building, continuous engagement, and effective follow-up is the key to creating sustainable growth. This collaborative session will explore best practices for unifying marketing and sales efforts to ensure constant, personalized engagement throughout the sales cycle in order to turn prospects into tours, and eventually, move-ins.

• Industry data insights on top lead sources that convert to tours and move-ins
• Strategies for building an outreach strategy that generates real, impactful referrals.
• Maximizing lead generation and brand awareness is a company-wide effort. It’s not just up to sales or marketing but requires involvement from the entire team.
• You paid for them…go get them. Unify marketing and sales to keep leads engaged throughout the sales cycle.

Speakers: Robin Visser, VP Marketing, Christian Living Communities and  Evan Friedkin, Head of Business Development, Roobrik by Aline

In today’s fast-paced digital world, senior living communities must adapt to effectively attract and convert prospective residents. This engaging presentation will delve into powerful online marketing strategies that can significantly increase website lead conversions and generate qualified leads. In this session, we will examine the critical role of marketing, advertising and online surveys in gathering insights about potential residents, enabling you to tailor your messaging and approach.

Attendees will gain practical knowledge on optimizing their digital presence, implementing targeted marketing campaigns, and enhancing overall lead engagement. Join us to discover innovative tactics that will set your community apart and drive meaningful connections with potential residents.

• Learn how to identify and segment your target audience for more effective marketing.
• Discover best practices for crafting online surveys that yield valuable insights about leads.
• Gain actionable tips for improving website usability and lead conversion rates.
• Explore various digital marketing tactics, including SEO, content marketing, and social media engagement.
• Understand key metrics to track and analyze the effectiveness of your lead generation

Speaker: Brennan Hughes, Vice President of Sales, Discovery Senior Living and Gabe Melchor, Sr. Director Business Intelligence, Aline

Harnessing data from diverse systems is essential for creating a comprehensive understanding of resident needs and preferences. Join us for an insightful presentation that delves into innovative strategies for integrating data from various sources to generate unified reports, allowing for a clearer, more holistic view of prospects considering your community.

In the first segment, we will explore how to effectively gather and integrate data from disparate systems—such as CRM platforms, operational management tools, and resident feedback systems—to build cohesive reports. Discover how these integrated insights can enhance prospect engagement, streamline the move-in process, and ultimately lead to improved resident satisfaction.

The second part of our session will take a forward-looking approach, discussing the future of integrated data management through advanced technologies like Fabric and data warehousing. Learn how these innovations can transform your approach to big data, enabling you to connect systems seamlessly and derive actionable insights that inform strategic decision-making across your portfolio of communities.By the end of this presentation, you will not only have practical techniques for leveraging integrated data today but also a vision for embracing emerging technologies that will drive success in your senior living organization tomorrow.

• Learn methods for gathering and integrating data from various systems, enhancing their ability to create unified reports that provide comprehensive insights into prospect behavior and preferences.
• Use integrated data to improve engagement with prospects throughout the move-in process ultimately fostering stronger relationships and higher satisfaction levels among new residents.
• Explore emerging technologies such as Fabric and data warehousing, gaining an understanding of how these tools can optimize data management and support strategic decision-making in senior living organizations.
• Leverage integrated data to discover actionable insights that can be used to tailor services and programs, ensuring that every future resident feels welcomed, valued, and excited about joining the community.

Speaker:  Matt Jesperson, Chief Customer Officer, Aline

In the competitive landscape of senior living, effectively managing your prospect lead base is crucial for driving occupancy and enhancing community engagement. This leadership presentation will delve into the systematic approach of lead scoring and stages of readiness, powerful tools designed to prioritize and manage leads based on their likelihood to convert. Join us for an engaging and insightful presentation focused on empowering sales teams in the senior living sector to achieve greater success. As the demand for quality senior living options continues to rise, it’s crucial for your sales teams to operate at peak efficiency and effectiveness.

Maximizing your sales team’s time boils down to reducing administrative burdens, optimizing the sales process, and equipping them with the tools, resources, and strategies to focus on high-value activities. By streamlining lead qualification, utilizing automation, tracking performance, and fostering collaboration, you can ensure that your team spends their time where it matters most—selling and closing deals. The result? A more productive, motivated, and high-performing sales team that drives outcomes and contributes to business growth. In this session, we will explore innovative strategies and cutting-edge technologies designed to maximize selling time and optimize team performance. You’ll learn how to streamline processes, leverage data analytics, and implement customer relationship management (CRM) systems that free up time for meaningful interactions with prospective residents and their families.

• Discover techniques to identify and eliminate time-wasting activities, allowing your sales team to focus on high-impact selling tasks.
• Explore tools and technologies that enhance communication, track leads more effectively, and provide valuable insights into buyer behavior, resulting in tailored engagement strategies.
• Understand the importance of ongoing training programs that equip sales staff with the skills and confidence they need to connect with diverse clientele effectively.
• Learn how to establish key performance indicators (KPIs) that align with your organizational goals, providing a clear pathway to measure success and drive continuous improvement.

Speaker:  Sean Leonard, CEO ActiveDEMAND

In an era marked by staffing shortages and budget constraints, senior living communities must embrace innovative marketing strategies to remain competitive. Traditional marketing approaches are becoming less effective under these pressured, making advanced technologies such as machine learning, generative AI, and marketing automation essential tools for optimizing campaigns and improving lead conversions.

This  session will explore how machine learning algorithms can analyze customer data to identify behavioral trends, automate personalized messaging, and predict buyer intent. We will also discuss the transformative role of generative AI in creating engaging, high-impact content, allowing marketing teams to scale their efforts efficiently while maintaining a consistent, personalized customer experience.

• Understand how machine learning can analyze customer data to optimize marketing strategies and predict buyer behavior.
• Discover how generative AI can streamline content creation while maintaining personalization and engagement. 
• Explore the benefits of integrating a content marketing hub with marketing automation to enhance efficiency and lead conversion.
• Identify strategies to incorporate advanced AI-driven technologies into existing senior living marketing frameworks.

Speaker: Eilleen Aldridge, Vice President, 12 Oaks Senior Living

In today’s fast-paced senior living industry, maintaining a strong organizational culture is essential for operational success and employee retention. This presentation explores innovative strategies to foster a vibrant workplace culture that not only enhances employee satisfaction but also drives sales performance.

By the end of this session, attendees will gain actionable insights into building and sustaining a thriving culture within their senior living communities, equipping them with the tools necessary to improve staff retention and enhance overall sales performance. Join us to explore how investing in culture can yield remarkable returns, ensuring a better experience for both employees and residents in the evolving landscape of senior living!

• Discover best practices for onboarding new team members that instill values from day one, ensuring they feel welcomed and aligned with the company culture.
• Learn how continuous education opportunities empower staff, improve service delivery, and reduce turnover by investing in the growth of your employees.
• Explore how podcasts, social media, and platforms like LinkedIn can facilitate communication, share inspiring stories, and celebrate achievements within the team, creating a sense of community and belonging.
• Discuss creative ways to involve staff in shaping the culture, such as workshops, feedback sessions, and social events, fostering a collaborative environment.
• Understand the direct correlation between a strong workplace culture and improved sales outcomes, as motivated and engaged employees are more likely to provide exceptional service that resonates with residents and families.

Speaker: Alex Bennett, Vice President, Business Development, Opiniion

What are property owners and operators currently doing to engage residents? Are these initiatives delivering meaningful results? This session will provide insights and actionable strategies based on industry expertise and extensive resident survey data. Attendees will learn which engagement tactics drive the highest resident satisfaction and retention, as well as which strategies fall short.

• Leverage Real-Time Feedback Loops
  Implement automated feedback mechanisms, such as surveys and online reviews, to proactively address resident concerns and enhance responsiveness.
  
• Host Meaningful, Community-Driven Events. Consistently organize events that align with resident interests, fostering a strong sense of community and increasing lease renewals.
• Enhance Digital Communication Strategies. Utilize digital tools like social media, email, and property notifications to improve engagement, transparency, and overall resident experience.
• Offer Personalized Resident Services. Tailor services to resident preferences, such as move-in experiences and pet-friendly policies, to create a more satisfying and retention-friendly environment.

Speakers: Erin Hayes, President, Aline and Evan Friedkin, Head of Business Development, Roobrik by Aline

 Test Your Knowledge. Compete Against Your Peers. Climb the Leaderboard and Win! How well do you know the numbers that define success in senior living? Find out in this fun, fast-paced, interactive trivia challenge!In the ever-evolving landscape of senior living, understanding and leveraging key benchmarks across sales, marketing, clinical practices, and financial performance is essential for sustaining growth and achieving operational excellence. This presentation will delve into the critical metrics that define success in the industry, providing valuable insights for leaders, operators, and stakeholders.

Join the first-ever Know Your Industry Challenge where sales, marketing, clinical, and financial leaders compete to test their knowledge of key industry benchmarks—the metrics that drive occupancy, engagement, financial sustainability, and quality care.

• Identify essential benchmarks including occupancy rates, customer acquisition costs, resident satisfaction scores, and return on investment.
• Discover proven strategies that drive higher engagement, better conversions, and operational efficiency.
• Understand clinical benchmarks that ensure quality care, regulatory compliance, and resident safety.
• Analyze financial benchmarks like revenue per resident, expense ratios, and profitability indices to enhance sustainability.