The desire to age in place is changing how older adults engage with senior living—and challenging communities to rethink when and how they connect with future residents. As a result, models like continuing care at home (CCaH) are gaining attention as a way to extend care beyond the campus while building earlier relationships.
On Varsity’s weekly Roundtable, Dr. Amanda Young, CEO of M.A. Longey Consulting, shared insights from her experience launching and operating these programs, including how they’re evolving and where they fit within the broader continuum. Below are a few Fresh Perspectives from her discussion.
EARLIER ENTRY POINT, STRONGER FUTURE PIPELINE
CCaH doesn’t cannibalize independent living demand, it captures prospects earlier. By engaging individuals years before they’re ready to move, communities can build relationships, strengthen waitlists, and ultimately convert more residents over time.
EDUCATION IS THE GROWTH BOTTLENECK
Interest in the model is growing, but adoption lags due to confusion. Consumers don’t know what it is, leaders don’t fully trust it, and the lack of a physical product makes it harder to explain, turning education into the biggest growth constraint.
THIS IS A NEW BUSINESS, NOT A SIDE HUSTLE
Programs that struggle are often under-resourced. Success requires dedicated staff, marketing investment, and leadership alignment because this isn’t an add-on, it’s an entirely new line of business with its own operational and financial model.
THE MODEL EXPANDS YOUR REACH—WITHOUT BUILDING
With demand for senior living far exceeding supply, continuing care at home offers a scalable way to serve more older adults without major capital investment. It extends your mission beyond your campus and into the broader community.
FLEXIBILITY IS THE FUTURE OF THE MODEL
The traditional life care structure isn’t reaching the middle market, but innovation is underway. Hybrid models, care coordination-only options, and waitlist-based programs are reshaping the offering to be more accessible and financially realistic.
RETHINKING THE CONTINUUM AS A CONNECTED JOURNEY
The most effective organizations don’t treat at-home and community living as separate choices. They position them as connected steps, allowing individuals to enter earlier, stay longer, and move seamlessly when the time is right.
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.
