This article is sponsored by Senior Sign. In this Voices interview, Senior Housing News sits down with Angel Van Horn, Director of Customer Success at Senior Sign, to explore why the move-in experience is one of the most pivotal moments in a resident’s senior living journey. Van Horn shares why communities often struggle with consistency, how to recognize the signs of move-in success, and what a truly life-changing transformation looks like when operations and culture align. She also unpacks why technology alone isn’t the solution—and where operators should begin to make meaningful improvements.
Senior Housing News: What life and career experiences have most shaped your approach to your work today?
Angel Van Horn: I’ve spent 12 years in senior living — first inside the community as a Marketing and Community Relations Specialist, and later on the Customer Success side of senior living move-in technology, helping hundreds of teams transform their move-in process. When you’ve stood at the front desk welcoming nervous families, walked new residents through their new beginning, and tried to juggle paperwork while still being present with people, you learn quickly what actually matters. Now, working in software, I carry those moments with me as I support communities in a different way — helping them simplify, streamline, and build tools that fit the real rhythm of senior living. Two things shaped me most:
First, I’ve seen how quickly staff can become overwhelmed when processes aren’t clear. In senior living, most people are juggling roles far beyond their job title, and it’s easy to feel like you’re constantly catching up. What I’ve learned is that the fixes are often simpler than we think — cleaner workflows, kinder tools, and support that fits the work instead of fighting it. We don’t have to live in chaos.
Second, I’ll never forget the look of relief on a resident or family member’s face when the move-in process finally feels manageable. For many, this transition feels enormous and emotional — and it is! When we make the “Goliath” feel small — clear steps, organized expectations, a present guide — it changes everything. A positive move-in builds trust and comfort.
Why do you believe the move-in experience is the most defining moment of the resident journey?
From those early moments, families are already deciding whether they can trust you. They’re noticing things right away — is this organized? Do the people helping us seem reliable and welcoming? Does this feel like a safe place for my loved one?
In senior living, there’s something called the 90/90/90 Rule: the first 90 feet, the first 90 seconds, and the first 90 days. Those first impressions shape everything that follows. When the move-in experience feels clear, warm, and well-guided, families think, “We’re in good hands.” But if it feels confusing or rushed, that doubt sets in quickly, and it’s hard to rebuild trust once that happens.
The move-in journey is operational, but it’s also deeply emotional. Getting it right really sets the tone for the entire resident experience. This is your shot!
In your view, why do so many senior living communities struggle to deliver a consistent move-in experience?
Most communities don’t struggle because they’re disorganized — they struggle because their process has been built in pieces over time. A new form here, a staff change there, a few exceptions, a force-fit system… and suddenly no two move-ins look the same.
Combine that with staffing shortages, turnover, and siloed communication, and the move-in becomes something teams are surviving instead of confidently guiding.
Consistency isn’t about perfection. It’s about having a shared playbook so staff know their role, families know what to expect, and residents feel cared for — not processed.
Why isn’t technology alone enough to solve the challenges around move-in and onboarding?
Technology can absolutely make move-ins smoother — but it can’t replace clarity, communication, or human connection.
As Candice Marcks from Areté Living said recently on PointClickCare’s Collision Point podcast, “Senior living is unlike any other industry — technology has to stay in its place. Use it for the logistical things, and keep the relational pieces human.” I couldn’t agree more.
If teams don’t understand the “why” behind the process, technology won’t fix it. If leaders aren’t aligned, no tool can create alignment for them. And if staff aren’t supported or trained, even the best platform ends up feeling like “one more thing” instead of “the thing that helps.”
Technology has an important role, but it’s not the star of the show. It should support a thoughtful process — not replace it. This is a human industry, and the human side will always matter most.
What does a truly “life-changing” move-in transformation look like in practice?
It just feels different. The team isn’t scrambling, residents feel more welcomed, and families walk away feeling confident in their decision.
Operationally, it means there are fewer surprises, especially around compliance. Everyone knows their role, what’s needed, and when. That clarity gives the team more time to focus on the human side of the move-in.
Emotionally, it means a resident walks in and actually feels calm. The family feels reassured. And the team ends the day with energy instead of exhaustion.
“Life-changing” isn’t really about the tech itself — it’s about what that technology allows people to do. It gives space for presence, connection, and consistency.
What are the top indicators or outcomes that signal move-in success in high-performing communities?
In my experience, the best communities tend to show a few clear signs. First, there’s predictability — families know what’s going to happen and when. Staff walk into each move-in feeling prepared instead of scrambling to react.
You also see real collaboration. Sales, wellness, operations, and admin are working together like one team, not in silos. There’s less rework too — fewer missing documents, fewer back-and-forth emails or calls.
Another sign is the feedback. Families talk about the move-in experience unprompted, and it’s positive. That kind of word-of-mouth is what every community wants.
And maybe most importantly, the team actually has more time to spend with residents. They’re not buried in paperwork from day one. When all that’s happening, you know the community has built a strong foundation, one that’s bigger than any single tool.
For communities looking to improve their move-in experience, where’s the best place to start?
Start by getting really honest about what your move-in experience looks like today. Sit down with your team and walk through it together — from that first inquiry all the way through the first 90 days. Talk to your staff, your residents, and their families. Where does it feel stressful? Where do things get dropped? Are you answering the questions that come up most often? Where are people doing extra work just to get it done?
From there, look for opportunities to improve. Where can your teams collaborate more effectively? Are sales, wellness, and admin working together or staying in their own lanes — and is everyone properly trained for what they’re expected to do?
Then ask where technology can help. Can it take on some of the repetitive, logistical tasks so your people can stay focused on residents and families?
And finally, look for ways to simplify. Can you shorten a step, remove a duplicate task, or clarify who owns what?
It doesn’t need to be a full overhaul overnight. Small, step-by-step improvements — made with input from the people actually doing the work — add up to a much calmer, more confident move-in journey. There’ll be growing pains, but it’ll be worth it.
Editor’s note: This interview has been edited for length and clarity.
To learn more about how Senior Sign can help build trust, comfort, and confidence with smooth and organized move-ins, visit www.seniorsign.com.
The Voices Series is a sponsored content program featuring leading executives discussing trends, topics and more shaping their industry in a question-and-answer format. For more information on Voices, please contact [email protected].
