At our latest Sales and Marketing Roundtable, we welcomed Mary Jane Fitts of Greystone Communities for a conversation that brought the resident perspective front and center. Mary Jane shared stories and insights directly from residents of three Greystone communities, giving us an authentic look at what matters most to those who’ve already made the move.
From choosing a community early to navigating finances, weighing lifestyle benefits, and looking ahead to the expectations of future residents, the discussion shed light on the real decision-making process. The residents’ voices underscored both the opportunities and challenges senior living providers must address to build trust and deliver meaningful value.
CHOOSING EARLY IS EMPOWERING
Residents stressed the value of moving before you’re forced by circumstance. Making the decision proactively allows for more choice, better planning, and peace of mind, instead of scrambling after a crisis.
BALANCING COST WITH LONG-TERM VALUE
While buy-ins can feel steep, residents pointed out tax benefits, financial strategies, and cost trade-offs that make CCRCs or Life Plan Communities more attainable. The real return is stability, access to care, and the freedom from unexpected expenses down the road.
COMMUNITY AS A LIFESTYLE UPGRADE
Beyond care, CCRCs and Life Plan Communities offer enrichment: lifelong learning, social connection, and plenty of activities. Residents emphasized that communities aren’t about “old people” but about staying active, engaged, and supported at every age.
RESPONSIVE, TRANSPARENT SALES MATTER
Positive experiences came from communities with open communication, quick follow-ups, and honest options. In contrast, for-profit facilities with turnover, rising costs, and poor service left negative impressions. Transparency builds trust.
FUTURE RESIDENTS WILL BE YOUNGER AND TECH-SAVVY
The next wave of residents will expect technology to be woven into daily life. Flexible contracts and innovative service models will also be essential to attract and reassure this younger demographic.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
