Questionnaire

All 62 answers, in one place.

Search by keyword or question number, filter by category, and open any item for the direct answer plus the section of the proposal that covers it in full.

• 1About Your FirmBriefly describe your firm's history and background.+
• 2About Your FirmProvide details of your firm's size, financial status, and stability.+
• 3About Your FirmWhat services do you provide in-house, and which (if any) do you deliver through partners?+
• 4About Your FirmHow does your firm get to know your client and truly understand our philosophies, our communities, and our team?+
• 5About Your FirmWhat differentiates your firm from others?+
• 6Strategy & BrandHow would you approach positioning PSL as a national brand while preserving local, community-level excellence and identity?+
• 7Strategy & BrandDescribe your process for developing brand strategy and messaging that scales across 50 plus communities.+
• 8Strategy & BrandHow do you balance home office brand consistency with the authentic, local voice of individual communities?+
• 9Website Development — AEO & SEODescribe your approach to designing and developing a website (or network of microsites) optimized for both SEO and AEO.+
• 10Website Development — AEO & SEOSpecifically, how do you optimize for Answer Engine Optimization?+
• 11Website Development — AEO & SEOHow do you measure AEO performance and visibility within AI-generated answers?+
• 12Website Development — AEO & SEODescribe your approach to local SEO across many distinct markets.+
• 13Website Development — AEO & SEOHow do you ensure accessibility (ADA / WCAG) for a senior-focused audience and their adult-children decision-makers?+
• 14Website Development — AEO & SEOWhich CRM and marketing-automation platforms do you work with, and how would you integrate lead capture and nurturing for PSL? Yardi is PSL's CRM.+
• 15Ongoing Management & AEOAEO is evolving rapidly. How will you keep PSL ahead of its peers as discovery shifts toward AI answer engines?+
• 16Ongoing Management & AEOHow do you keep abreast of changes in search, AEO, and social algorithms, and how do you communicate this to clients?+
• 17Ongoing Management & AEODescribe your ongoing optimization and content-production process and cadence.+
• 18Lead Generation & PerformanceDescribe how you build and operate a measurable lead-generation program, and how you would apply an AEO-first approach to lead gen for PSL.+
• 19Lead Generation & PerformanceWhat is your approach to attribution and tying marketing efforts to tours, move-ins, and occupancy?+
• 20Lead Generation & PerformanceProvide examples of lead-generation results you have achieved for comparable clients.+
• 21Lead Generation & PerformanceWhich CRM Platforms have you integrated with? Please indicate experience with senior living-specific CRMs.+
• 22Lead Generation & PerformanceHow do you ensure accurate, real time lead capture and attribution into the CRM?+
• 23Marketing Automation & EmailWhich marketing automation and email platforms have you implemented? Which do you prefer?+
• 24Marketing Automation & EmailDescribe your experience building nurture workflows and lead scoring.+
• 25Call Tracking & AttributionWhich call tracking platforms have you implemented?+
• 26Call Tracking & AttributionDescribe your use of dynamic number insertion and call attribution back to campaigns and communities.+
• 27Reputation, Reviews & Referral NetworksWhich reputation and review management tools have you worked with?+
• 28Reputation, Reviews & Referral NetworksDescribe any experience integrating with or feeding data to senior living referral and listing networks.+
• 29Integration ApproachDescribe your general approach to integrations — APIs, webhooks, and middleware.+
• 30Integration ApproachHow do you document integrations and ensure they remain stable over time?+
• 31Integration ApproachWhat happens to our integrations if we change agencies or underlying vendors in the future?+
• 32Technology PartnersList your current technology and platform partnerships and certification levels.+
• 33Technology PartnersHow do these partnerships translate into tangible benefits for clients?+
• 34Technology PartnersDo you hold any reseller, referral, or affiliate relationships with platforms you may recommend to us? Please disclose any financial relationships.+
• 35Technology PartnersDescribe any media-buying partnerships or preferred ad placements, and how you ensure recommendations remain in the client's best interest.+
• 36Performance BenchmarksWhat typical results do clients see in the first 6 and 12 months of a partnership?+
• 37Performance BenchmarksWhat realistic lead generation, occupancy, and recruitment expectations would you set for an organization like ours?+
• 38Performance BenchmarksWhat is the most significant, measurable result you have achieved for a client, and how did you achieve it?+
• 39Social Media, YouTube & VideoDescribe your social media strategy, management, and optimization capabilities at both brand and community levels.+
• 40Social Media, YouTube & VideoHow would you grow our PSL YouTube channel? Describe your content and production approach.+
• 41Social Media, YouTube & VideoDescribe your approach to short-form video and Instagram and Facebook Reels for senior living storytelling.+
• 42Public Relations & StorytellingDescribe your PR capabilities and how you would build national brand awareness for PSL.+
• 43Public Relations & StorytellingDo you have experience executing premium branded-storytelling campaigns (e.g., BBC StoryWorks-style)? Please provide examples.+
• 44Public Relations & StorytellingHow would you launch and manage our current BBC StoryWorks series (article and videos)?+
• 45Public Relations & StorytellingHow would you utilize our Legacy Project, Faces of Phoenix and Veteran's photo series for marketing and storytelling?+
• 46Public Relations & StorytellingDescribe your media-relations and thought-leadership capabilities, and your approach to reputation and crisis management.+
• 47Relevant ExperienceHow many years of experience does your firm have serving senior living, healthcare, hospitality, or comparable multi-location consumer brands?+
• 48Relevant ExperienceCan you provide examples of senior living or comparable clients you have worked with?+
• 49Relevant ExperienceWhat unique opportunities and challenges have you identified in marketing senior living, and how do your solutions address them?+
• 50Innovation & TechnologyPSL is willing to be a pilot organization for emerging technologies. What emerging tools, platforms, or approaches would you recommend we pilot, and why?+
• 51Innovation & TechnologyDescribe a time you piloted a new technology or approach for a client and the outcome.+
• 52Analytics & ReportingWhat AI insights or dashboards, analytics, and reporting do you provide, and how do they connect digital performance to business outcomes?+
• 53Analytics & ReportingProvide details on the tools and platforms you use to measure and report performance.+
• 54Analytics & ReportingPlease provide an example of your current reporting package and the frequency that you deliver it to current clients.+
• 55Account Team & ServiceProvide an overview of the proposed day-to-day account service team.+
• 56Account Team & ServiceProvide background and experience for each team member and describe their role.−

  Lili Peters owns strategic planning, QBRs, budget discussions and overall account direction. Abby Nava owns communication, timelines, campaign execution and team coordination. Cari Ralston owns creative routing, production management, scheduling and QA. Full bios accompany the finalist package.

  Read Team & Transition →
• 57Account Team & ServiceDescribe how you provide ongoing service, responsiveness, and day-to-day account management.+
• 58Transition & ApproachProvide a conceptual program and rationale, including recommended priorities for the first 90 days and first year.+
• 59Transition & ApproachProvide a timeline and transition plan if you were selected to partner with PSL.+
• 60Compensation & ReferencesWhat is your fee structure and overall philosophy regarding compensation?+
• 61Compensation & ReferencesPlease provide the process for ad dollars being spent per community.+
• 62Compensation & ReferencesPlease provide three (3) references. (Company, Name, Title, Phone, Email)+