From Leads to Leases - Senior Living Marketing and Sales

SummaryIn this episode, Jerry Vinci sits down with Erin Dwyer Busch, a certified senior advisor and licensed speech therapist who owns and operates Senior Care Authority of St. Louis. Since 2018, Erin has guided families through one of the hardest decisions they'll ever make—finding the right care for their loved one. Her background in therapy, consulting, and placement gives her a rare 360-degree perspective on how the senior care system actually works and where it fails families most. Drawing from her experience watching friends scramble to find care when Medicare coverage ended and witnessing firsthand how families unknowingly fell into predatory online referral systems, Erin reveals the dark underbelly of senior living marketing—where a simple web form can lock families into contracts they never signed, sell their data without consent, and force communities to pay referral fees to agencies that did little to no actual work. The conversation challenges the industry's reliance on high-volume lead generation platforms that prioritize profit over people, exploring how Erin and her team are leading legislative efforts in Missouri to bring transparency, consumer protection, and family choice back to the placement process. Key InsightsErin emphasizes that families don't know what they don't know—they're emotionally drained, overwhelmed, and vulnerable to predatory marketing tactics disguised as helpful resources. She shares how online referral agencies exploit loopholes by calling themselves "marketing companies" rather than placement services, allowing them to capture family information without informed consent and maintain control over that data for two to five years—or longer if families accidentally respond to a single follow-up email. The discussion explores the Family Choice Act, modeled after Colorado's legislation, which requires written consent for representation, gives families the power to opt out at any time, and ensures communities only pay one referral fee to the party the family actually chooses. Erin reveals that 37.5% of communities recommended by major online lead agencies have serious violations on their state reports, yet families are being funneled toward these properties because they're contractually obligated, not because they're the best fit. She also addresses the geographic and financial mismatches that result from unqualified leads, with marketers wasting hours chasing prospects who can't afford the community, live an hour away, or are already residents elsewhere. Erin advocates for local placement advisors who tour communities in person, understand family dynamics deeply, and act as neutral third-party liaisons between families and providers to ensure long-term success and retention. Learn More: Connect with Erin Dwyer Busch and Senior Care Authority of St. Louis Call Senior Care Authority of St. Louis: 314-451-2255 Connect with Erin on LinkedIn Takeaways Families don't know what they don't know—they're vulnerable to predatory marketing during crisis moments Online referral agencies exploit loopholes by calling themselves "marketing companies" to avoid consumer protection laws Filling out a web form can lock families into representation agreements for 2-5 years without informed consent Responding to a single follow-up email or phone call resets the representation timeline, extending control indefinitely 37.5% of communities recommended by major online agencies have serious violations on state reports The Family Choice Act requires written consent, transparency in compensation, and the right to opt out at any time Communities are forced to pay multiple referral fees even when local advisors did all the actual work Online leads convert at 2-5%, wasting marketer time on unqualified, geographically mismatched prospects Local placement advisors tour communities in person, protect family data, and provide options beyond contracted properties Transparency about how placement advisors get paid builds trust faster than hiding compensation models Families should never hide diagnoses or care needs—transparency ensures proper fit and prevents premature move-outs Placement advisors act as neutral liaisons, managing expectations and resolving conflicts between families and communities Qualified leads consider financial sustainability, geography, family involvement, and long-term care needs—not just availability Communities should embrace local advisors as partners who improve retention, not threats to their marketing budgets Without legislative protection, the industry may shift toward fee-for-service models where families pay advisors directly (00:00:00) Welcome to From Leads to Leases - A Senior Living Advocacy Podcast (00:01:31) Meet Erin Dwyer Busch - Speech Therapist Turned Placement Advocate (00:03:16) When the System Stops Paying - Families Falling Through the Cracks (00:08:29) From Speech Therapy to Senior Care Authority - The Franchise Journey (00:18:18) The Silver Tsunami Reality - Why Seniors Are Waiting Too Long to Move (00:25:46) The Family Choice Act - Fighting for Transparency in Online Referrals (00:30:03) How Online Lead Agencies Trap Families Without Consent (00:33:02) Legislative Roadblocks - When Conflict of Interest Derails Consumer Protection (00:35:35) Unqualified Leads and Double Billing - The Community Side of the Problem (00:50:25) Building Better Partnerships - The Role of Local Advisors in Long-Term Success