In this episode, Jerry Vinci sits down with Jill Johnson, president and founder of Johnson Consulting Services, who has influenced over $4 billion in senior living business decisions. Jill challenges the common assumption that occupancy problems are always sales or marketing failures, revealing how market mismatches, outdated messaging, and corporate strategy disconnects often lie at the root. Drawing from decades of experience secret shopping communities and analyzing resident data, she explains why many properties are unknowingly appealing to the wrong demographic with photos of 90-year-olds in wheelchairs while trying to attract active 70-somethings. The conversation dives deep into why baby boomers aren’t ready for traditional senior living, with median liquid net worth of only $250,000 and different lifestyle expectations than previous generations.