Take Back The Power
In senior housing, technology was meant to support the sales process—not replace it. Yet somewhere along the way, we’ve allowed CRMs, chatbots, and automation to take the driver’s seat. What has suffered most is the very thing that makes people say “yes” to us: how we make them feel.
Let’s be honest: too often, families reaching out for help encounter sales teams that sound rushed, distracted, or even annoyed. Instead of meeting them with genuine excitement, warmth, and gratitude, we treat them like another task to check off. This is costing us business—and worse, it’s costing families the reassurance and comfort they desperately need.
It’s time to draw a line in the sand.
The DATA Tells The Story
Look at the data our BILD Research team has compiled regarding setting a NEXT STEP of a TOUR:
A shocking 64% of Sales Associates offered a vague “come and visit sometime/anytime”. In addition 36% of Sales Associates made NO offer to follow up or even send information.
Back To The Fundamentals
We must get back to the fundamentals. Every call, every tour, every inquiry is an opportunity to change someone’s life. That deserves energy. That deserves enthusiasm. That deserves your full attention. Families should feel like they are the single most important person you will talk to all day—because for them, this decision is everything.
Here’s the truth: technology cannot make people feel seen, heard, and valued. You can. And that is where the power lies.
At Bild & Co, we are calling on senior housing leaders and sales professionals everywhere to reclaim the heart of sales. To stop outsourcing our humanity to automation. To retrain our teams to:
- Treat every consumer like they are your top priority.
- Celebrate each inquiry as a chance to build trust and connection.
- Lead with empathy, enthusiasm, and authenticity.
Families won’t remember your auto-responder or your scheduling link. They will remember how you made them feel in the first 30 seconds of conversation. And that feeling will determine whether they choose to entrust their loved one’s future to you.
The challenge is clear. The choice is yours. Will you let technology keep the power, or will you take it back and lead with what truly sells—human connection?
