Rethinking Sales, Referrals, and Relationships in Senior Living: Insights from Christie Freeze

Natasha Drake
May 2
5 min read

The senior living industry is evolving — and not just in technology, care models, or marketing strategy. It’s time to rethink how we approach sales, referrals, and relationships altogether.

In Episode 22 of The Drake Insights Podcast, I sat down with Christie Freeze — industry principal at Heart Legacy, video expert, founder of CARE by Christie, and author of The Roadmap for Elder Care. Christie has spent over a decade helping families, professionals, and operators navigate the complex world of senior care with transparency, empathy, and innovation.

Our conversation explored how traditional sales models are shifting, why we need to expand our referral networks beyond healthcare circles, and how video and authenticity can completely transform trust and conversion.

The Drake Insights Podcast Episode 22 - Rethinking Sales, Referrals and Relationships with Christie Freeze

From Traditional Sales to Purposeful Connection

Christie’s journey began at just 21, working in independent living sales. From there, she immersed herself in every facet of the industry — from assisted living and memory care to hospice and home health — gaining a 360-degree view of senior care operations and the customer experience.

That deep understanding led her to create CARE by Christie — “Creating A Roadmap for Elder Care.” Her mission is simple but powerful: empower families to become confident advocates by showing them all their options, not just one.

And that philosophy extends to sales and marketing professionals as well. As Christie puts it,

“We can’t limit our education and networking to our own industry anymore. We know the landscape — but the public doesn’t.”

Why It’s Time to Expand Your Referral Network

One of Christie’s biggest takeaways is that senior living professionals must broaden their definition of who counts as a “referral partner.”

Instead of only networking with other healthcare professionals, she encourages sales teams to build relationships with anyone in their market who has built trust with customers — financial advisors, realtors, contractors, insurance agents, even plumbers.

“Anybody building trust with their clients is learning the exact things you need to know to help your prospects. We owe it to them to educate them on what options exist.”

By doing this, Christie was able to turn her BNI networking group — made up of 30+ diverse professionals — into a powerful referral engine. Each person knew exactly what she did, who her ideal prospects were, and how to identify when a family might need senior living support.

The result? Dozens of warm, qualified referrals each month — not from cold calls or lead aggregators, but from trusted local relationships.

Collaboration Over Competition

One of the most thought-provoking parts of our conversation centered on the competitive mindset that still exists in senior living sales.

For decades, operators have viewed each other as competitors rather than collaborators. But Christie challenges that notion — and has proof that cooperation actually increases occupancy and trust.

“If you know your competitors well — and you know their strengths and specialties — you can better serve families. If I know a prospect isn’t the right fit for my community, I can confidently refer them to another. And guess what? That trust comes back tenfold.”

By positioning herself as an honest guide rather than a salesperson, Christie built deeper relationships with families and fellow communities alike. The result? More referrals, higher occupancy, and a stronger reputation for integrity.

A Better Model for Referrals

When families begin their search for senior living, they often turn to online referral platforms — systems that can sometimes prioritize financial relationships over fit.

Christie’s CARE by Christie model offers a refreshing alternative: a neutral, educational guide who helps families understand their options and choose the best community for their needs — not the one that pays a fee.

“My clients pay a one-time consultation fee. I don’t accept referral commissions. That allows me to be objective and truly advocate for the family. The goal isn’t to sell them — it’s to guide them.”

This transparency builds trust and ensures the family’s first experience with senior living is positive — a crucial first impression that affects the entire industry’s reputation.

How Video Builds Trust and Drives Results

In addition to rethinking referrals, Christie is passionate about modernizing communication. As industry principal at Heart Legacy, she helps communities use SalesMail video messaging to connect authentically with prospects and referral partners.

“Video is the most powerful trust-building tool we have. It creates psychological proximity in the absence of physical proximity.”

Her advice: use video not as a high-production marketing piece, but as a personal, conversational message. Introduce yourself, share your “why,” and let prospects see your authenticity.

When Christie used video for inbound leads, she saw conversion rates rise dramatically — because families felt seen, heard, and valued. Instead of being bombarded by calls, they received a friendly face and a voice they could trust.

A Framework for the Future of Senior Living Sales

Christie’s approach represents a new era of senior living sales — one that aligns perfectly with what today’s boomer buyers value: authenticity, transparency, data, and relationships.

Here’s what the future of sales and referrals looks like:

Collaborative Networks – Communities working together to match the right resident with the right fit.
Expanded Referral Sources – Educating and empowering professionals across all industries.
Video-First Communication – Building trust and rapport through personalized messaging.
Transparency Over Transactions – Guiding families with honesty and empathy.
Empowered Sales Teams – Equipping staff with purpose-driven tools and training.

As Christie said, “If we all shifted our mindset from scarcity to abundance, the entire industry would transform. There’s more than enough need, more than enough opportunity, and more than enough room for everyone.”

Final Takeaways

For senior living operators, sales leaders, and marketing professionals — the message is clear:

Educate beyond your walls. Your next referral may come from the most unexpected place.
Collaborate with competitors. Partnership builds trust and reputation faster than competition ever could.
Leverage video to humanize your message. Consistency beats perfection.
Be the guide, not the gatekeeper. Families need empathy, not sales pressure.
Shift from scarcity to abundance. There are more families in need than ever before — and they’re looking for leaders who truly care.

As we wrapped up our episode, I told Christie — and I’ll say it again here — this is the future of senior living sales. Transparent, human, and relationship-driven.

It’s time to get behind it.