Seniors housing is one of the few products people hope they never need — which makes effective positioning essential. This session explores why older adults resist the idea of retirement living and how operators unintentionally reinforce negative perceptions through outdated imagery, messaging, and design. Drawing on examples from industries that successfully market stigmatized or sensitive products, the presenter will compare weak versus effective approaches to storytelling, branding, and visual identity. Participants will learn how to reframe the value of seniors housing in ways that capture positive attention, reduce fear-based assumptions, and communicate dignity, independence, and lifestyle rather than decline.