Workshop: The Playbook Is Broken. Let’s Build the One That Works. (Providers Only)
120 min
Tuesday, October 06, 2026
10:30 AM - 12:30 PM
Most senior living teams are still running a playbook that’s costing them move-ins.
The impact shows up in familiar ways: inquiries that don’t convert, tours that stall, and more sales effort without better outcomes. The gap is not at the top of the funnel. It’s what happens after an inquiry comes in, where routing, response, and follow-up either move a family forward or quietly lose them. At the same time, the buyer journey has shifted. Adult children and future residents are researching earlier, comparing differently, and forming expectations before they ever speak to a community.
This two-hour working session focuses on that intersection. Participants will diagnose their current buyer journey and identify where their approach is misaligned. The session then moves into redesign, with structured exercises on routing, first response, follow-up, and the balance between automation and human engagement.
The session concludes with a signature leave-behind: a SMASH-branded Sales and Marketing Blueprint built around the new buyer, the new digital journey, and the operating decisions that actually drive inquiry-to-tour conversion.
Key Takeaways
- A buyer-journey diagnosis you complete during the session, identifying where your current routing, first response, and follow-up design are misaligned with how today’s families actually research and decide
- A practical framework for redesigning your playbook around inquiry type, urgency, and decision context, including clear guidance on where automation helps conversion and where it undermines it
- A completed SMASH-branded Sales and Marketing Blueprint you leave with in hand, built around your current gaps and ready to pressure-test with your team.
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The impact shows up in familiar ways: inquiries that don’t convert, tours that stall, and more sales effort without better outcomes. The gap is not at the top of the funnel. It’s what happens after an inquiry comes in, where routing, response, and follow-up either move a family forward or quietly lose them. At the same time, the buyer journey has shifted. Adult children and future residents are researching earlier, comparing differently, and forming expectations before they ever speak to a community.
This two-hour working session focuses on that intersection. Participants will diagnose their current buyer journey and identify where their approach is misaligned. The session then moves into redesign, with structured exercises on routing, first response, follow-up, and the balance between automation and human engagement.
The session concludes with a signature leave-behind: a SMASH-branded Sales and Marketing Blueprint built around the new buyer, the new digital journey, and the operating decisions that actually drive inquiry-to-tour conversion.
Key Takeaways
- A buyer-journey diagnosis you complete during the session, identifying where your current routing, first response, and follow-up design are misaligned with how today’s families actually research and decide
- A practical framework for redesigning your playbook around inquiry type, urgency, and decision context, including clear guidance on where automation helps conversion and where it undermines it
- A completed SMASH-branded Sales and Marketing Blueprint you leave with in hand, built around your current gaps and ready to pressure-test with your team.
Track Sponsored By:
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Presenter
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Room
- Marquis 4