By Marlana Dant and Krystal Scharon
Featuring insights from Christy Van Der Westhuizen, Senior Vice President of Sales & Marketing, Jaybird Senior Living
Published: February 2, 2026
In a senior living landscape shaped by changing consumer expectations, evolving technology, and increasing competition, sales and marketing leaders are being asked to rethink how they connect with prospects and families. To better understand what’s resonating today, we sat down for a brief conversation with Christy Van Der Westhuizen, Senior Vice President of Sales & Marketing with Jaybird Senior Living. With extensive leadership experience in the senior living industry, Christy brings a wealth of expertise in sales strategy, marketing innovation, and authentic communication, and is known for her customer-centered approach and strong alignment between sales and marketing teams.
Our conversation began with a topic that’s top of mind for many teams right now: how to use automation and AI without losing authenticity.
Authentic Automation Matters
Christy highlighted that while automation and AI tools can significantly support sales and marketing efforts, they must be used authentically. Generic or overly automated communication is often perceived as inauthentic by audiences, so personalization and intentional messaging are critical for building trust and connection.
From there, the conversation shifted to what makes authentic outreach possible in the first place: alignment across teams.
Sales & Marketing Alignment
A central theme was the need for strong alignment between sales and marketing teams. Christy stressed that effective communication funnels between these groups allow for real-time feedback and adjustments, ensuring campaigns and outreach strategies remain consistent, relevant, and audience centered. Shared goals help unify decision-making across teams.
That alignment, Christy noted, becomes especially powerful when it’s paired with meaningful storytelling.
Storytelling Through Media
The conversation underscored the growing importance of storytelling in senior living marketing. Beyond basic promotion, leaders must leverage video and multi-channel media to craft narratives that genuinely reflect community values and experiences, helping prospects feel seen and understood.
Finally, Christy emphasized that sustaining this kind of impact requires looking beyond individual tactics to broader collaboration and investment.
Collaboration & Strategic Investment
Christy also discussed the value of industry collaboration and challenging the status quo. As organizations strategically allocate marketing dollars, deliberate and measurable investments are necessary to yield meaningful returns. Peer learning and idea sharing continue to be vital for evolving best practices in the senior living space.
Together, these insights point to a clear takeaway: effective senior living sales and marketing today require more than tools or tactics alone. Authentic communication, aligned teams, compelling storytelling, and intentional investment are what create meaningful connections and long-term impact—especially as technology continues to evolve.
These ideas will be explored further at SLEC 2026 during Christy Van Der Westhuizen’s session, Game On! Senior Living Sales and Marketing in 2026, where sales and marketing teams will examine how experience-driven strategies can be applied in real-world scenarios. Through interactive discussion and practical takeaways, the session extends these concepts into actionable approaches for what comes next.