How Heritage Communities Uses Both AI Technology and Timeless Empathy For Sales Success

Originally published in Senior Housing News in May, 2025.

The way families explore senior living is changing, and Heritage Communities is meeting that shift head-on. Chief Marketing Officer Lacy Jungman is leading the charge with a refreshingly clear insight: first impressions matter more than ever. She calls it the “90-90-90 rule. 

What it means is that 90% of prospects make a decision within 90 seconds of walking 90 feet into a community.

No matter how much research someone does online, what they feel in that first moment on site shapes their decision. So Heritage is focused on making that first experience count, using smart tools and real connection to meet people where they are. 

Training with AI, Practicing Empathy

To help sales teams build confidence and skill, Heritage uses AI-powered roleplaying. Reps can dial into a virtual session where the “prospect” might be hesitant, confused, or unsure about pricing. It’s not just about practicing responses – it’s about learning how to listen and respond with empathy. “They’re more effective when they understand what the prospect really needs,” Lacy shared in a recent webinar.

Events with Heart (and a Mimosa)

Heritage also knows who’s often driving the decision: adult daughters. So weekend events like “boozy brunches” are designed just for them – relaxed, friendly, and personal, complete with a plant from a local nursery. “We focus on the adult daughter because we know she’s a key influencer for the big decision,” Lacy explains.

Incentives that Respect Value

Rather than offering big discounts, Heritage Communities provides thoughtful perks like moving services or rent waivers. These extras help families without undercutting the value of what’s offered. As Lacy puts it, “When communities start giving away too much, it sends the message that their services aren’t worth as much.”

Everyone Plays a Role, Including Tech

At Heritage, sales doesn’t happen in a silo. From executive directors to dining staff, every team member understands their part in making events meaningful – and in delivering on that crucial first impression. It’s a full community effort.

Lacy is quick to point out that today’s families come in knowing a lot. They’ve done their homework. So the challenge isn’t giving them more facts… it’s connecting in a way that feels real. Inspired by strategies like Discovery Senior Living’s “seven touches in seven days,” Heritage is combining AI-powered tools with personal follow-up that’s timely and thoughtful.

And above all, the role of sales isn’t to make friends. “Our prospects have enough friends,” Lacy says. “They come to us for guidance. For support. For next steps.”

With clear strategies, modern tools, and a human-first mindset, Heritage Communities is showing what sales success looks like in 2025: Fast, sincere, and centered on trust.