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Faculty

Jason Kohler

MBA
Executive Vice President
Beztak

Jason Kohler has dedicated more than 20 years to the senior living industry, serving in leadership roles ranging from Nursing Home Administrator to CEO. He currently serves as Executive Vice President, Senior Living for Beztak, where he leads the senior living division of a vertically integrated real estate development firm that operates communities nationwide.

Jason earned his B.S. in Health Services Administration from the University of Central Florida, followed by an MBA from the University of Baltimore and a Graduate Certificate in Long-Term Care Administration from the University of South Dakota. He has held Nursing Home Administrator licenses in Florida, Pennsylvania, and Kansas.

Deeply engaged in advancing the profession, Jason has served on multiple national and state association boards, including the Georgia Senior Living Association, LeadingAge, and Argentum. He is also a strong supporter of the University of Central Florida where he serves on the Board of Advisors. Jason volunteers his time to mentor students, helping them discover the opportunities and fulfillment found in serving seniors.

A recognized industry speaker and thought leader, Jason has presented at major conferences including Senior Living 100, Argentum, SMASH, and Senior Housing News events where he has shared insights on marketing, sales, and operational strategies that drive occupancy and enhance the resident experience.

2026 Sessions

The No-Click Consumer — Winning the Prospect Who Already Knows Everything (Operator Panel)

The senior living consumer has fundamentally changed, and AI is accelerating the shift faster than most operators realize. Today's prospect is no longer entering the sales funnel uninformed. Before ever visiting a community website, consumers are using AI platforms like ChatGPT, Gemini, and Claude to research care options, compare providers, evaluate reviews, analyze reputation signals, and narrow their consideration set. The result? Lower lead volume, but dramatically higher intent. This session explores how AI-driven consumer behavior is compressing the traditional senior living sales funnel and reshaping the role of Sales and Marketing. Attendees will learn why trust, digital reputation, social proof, content strategy, reviews, website quality, and emotionally intelligent sales execution are becoming the new competitive advantage. Panelists will discuss how leading organizations are adapting their sales process, marketing strategy, websites, social media presence, reviews, and reputation management to meet the expectations of a more informed, emotionally prepared, and AI-assisted consumer. The panel will share a current operator AEO plan being developed by experts and a proof case demonstrating fantastic results. This is not a future-state conversation. It is already happening. <br><br>
KEY TAKEAWAYS <br>
- Understand how AI is reshaping senior living consumer behavior and compressing the traditional sales funnel into a faster, higher-intent decision journey <br>
- Learn why trust signals-trust assets including reviews, website quality, social proof, awards, reputation, and published content are becoming critical drivers of lead conversion <br>
- Discover how sales teams must evolve from "educators" into trust validators, emotional guides, and decision facilitators in an AI-informed marketplace
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Track Sponsored By: <img src=https://naccme.s3.us-east-1.amazonaws.com/SMASH+2026/Rilla+logo+(1).png alt="Upload Image" width="200" /></p>

Panelist

Wednesday, October 07 9:30–10:15 AM
Room Marquis 1-3
Sales Strategy and Management
Faculty

Jason Kohler

MBA
Executive Vice President
Beztak

Jason Kohler has dedicated more than 20 years to the senior living industry, serving in leadership roles ranging from Nursing Home Administrator to CEO. He currently serves as Executive Vice President, Senior Living for Beztak, where he leads the senior living division of a vertically integrated real estate development firm that operates communities nationwide.

Jason earned his B.S. in Health Services Administration from the University of Central Florida, followed by an MBA from the University of Baltimore and a Graduate Certificate in Long-Term Care Administration from the University of South Dakota. He has held Nursing Home Administrator licenses in Florida, Pennsylvania, and Kansas.

Deeply engaged in advancing the profession, Jason has served on multiple national and state association boards, including the Georgia Senior Living Association, LeadingAge, and Argentum. He is also a strong supporter of the University of Central Florida where he serves on the Board of Advisors. Jason volunteers his time to mentor students, helping them discover the opportunities and fulfillment found in serving seniors.

A recognized industry speaker and thought leader, Jason has presented at major conferences including Senior Living 100, Argentum, SMASH, and Senior Housing News events where he has shared insights on marketing, sales, and operational strategies that drive occupancy and enhance the resident experience.
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