Season 3

Foundations, Alignment & AI: The Future of Senior Living Marketing

In this episode of Smart with Heart, Smart Girl Digital's Katie Holt and Sarah Sheridan discuss the three strategic pillars shaping this year's Clicks & Community: Virtual Marketing & Sales Summit.
Together, they explore:
Why strong marketing foundations still matter in an AI-driven world
How better sales and marketing alignment leads to stronger occupancy outcomes
What AI and SEO mean for the future of senior living marketing
How to embrace automation without losing the human touch
Practical strategies senior living teams can implement today
Whether you're a marketing leader, sales professional, or operator, this conversation offers a preview of the ideas, challenges, and actionable strategies we'll be diving into at Clicks & Community.
🎟️ Register for the free summit here!

Beyond the Numbers: How Great Senior Living Leaders Build Confidence, Resilience, and Results

What happens when your identity becomes tied to your title, your move-ins, or your performance?
In this episode of Smart w/ Heart, Sarah Sheridan sits down with Aaron Catoe, Chief Revenue Officer at Twelve Oaks Senior Living, to explore how self-identity impacts leadership, sales performance, and team culture.
Aaron shares why great leaders separate their worth from their results, how fear can quietly drive burnout and conflict, and why investing in coaching creates stronger teams, better conversions, and lasting success.
Whether you're leading a community, managing a sales team, or navigating your own career growth, this conversation offers a fresh perspective on confidence, resilience, and leadership in senior living.

Aligning Brand & Reality in Senior Living with Adrienne Mansfield

In this episode of Smart w/ Heart, Katie Holt sits down with Adrienne Mansfield, Co-Founder of ADage Marketing Group, for a candid conversation on one of the biggest challenges in senior living today: brand alignment.
Together, they unpack the growing gap between how communities see themselves and how families actually experience them. From the “sea of sameness” in marketing to the critical role of operations in building trust, this episode explores why marketing is more than messaging. It’s a mirror.
You’ll also get an inside look at the Brand Mirror framework, a practical tool designed to help senior living leaders assess perception, uncover misalignment, and take meaningful steps toward differentiation.
If you’re navigating occupancy pressure, trust challenges, or trying to stand out in a crowded market, this conversation will give you a clearer path forward.
➡️ Check out the Brand Mirror

When Strategy Meets Reality: Bridging the Leadership Gap w/ Erin Thompson

What happens when corporate strategy meets the daily reality of running a senior living community?
In this episode of the Smart with Heart Podcast, Katie Holt sits down with leadership coach and industry advocate Erin Thompson, founder of Aspire for More with Erin and co-creator of the 100% Leader Program, to talk about the leadership gap many communities experience today.
Erin shares her perspective on what she calls the “leadership translation gap”—the space between corporate strategy and community execution. After spending more than 20 years working inside senior living communities, Erin now helps leaders develop the self-awareness, language, and confidence they need to bridge that gap and lead with clarity.
Together, Katie and Erin explore how leadership instability affects everything from team culture and trust to occupancy and marketing momentum, and why investing in leadership development may be one of the most impactful decisions organizations can make.
In this conversation, you’ll learn:
What the leadership translation gap looks like in senior living communities
Why Executive Directors and community leaders influence occupancy more than many marketing strategies
The real cost of leadership turnover and instability
How leaders can develop the confidence and language to communicate effectively with corporate stakeholders

Power of Perspective: Disrupting the Status Quo w/ James Lee

The entrepreneurial journey is rarely an “overnight success”. In the care economy, entrepreneurs are stepping out to shine the light on new ways to approach care, caregiving, and services across the senior living care industry. James Lee is a recognizable face and name in the senior living and care industry. 
 
On this episode of Smart w/ Heart, we talk with James and share lessons from his journey serving, leading, and disrupting how we think about care in senior living. As the founder of Think Tank and a recognized TedX speaker, James shares insights that can help entrepreneurial leaders shift their thinking as they navigate the messy middle of building their vision to serve. 
 
We talk about the entrepreneurial journey, challenges, and the power of perception when it comes to unapologetically aligning with your purpose. James has a candid and authentic approach to sharing his journey. Join us for this inspiring conversation that covers senior living care, marketing, and personal purpose to show up and serve. Listen until the end to get James’ three tangible takeaways to apply to your business, purpose, or mission. 
 
Connect w/ James:
https://www.linkedin.com/in/seniorlivingguy/ 
 
Connect w/ Smart Girl Digital:
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www.smartgirldigital.com