Growth in senior living isn’t being held back by a lack of technology, it’s being strained by how that technology is used. As automation accelerates, many organizations are discovering that more outreach doesn’t automatically lead to more trust, more engagement or more move-ins. The real challenge is learning how to balance speed and scale with empathy, intention and human connection.
That tension was at the center of Varsity’s weekly Roundtable, which featured Lucas Hayes, founder and former President and CEO of Enquire. Drawing from his experience building one of the most widely adopted CRM and engagement platforms in senior living, Lucas shared why today’s growth strategies must shift from volume-driven tactics to trust-centered conversations. Below are a few Fresh Perspectives from his discussion.
THE REAL GROWTH PARADOX IS TOO MUCH AUTOMATION, NOT TOO LITTLE
AI has accelerated outreach, but more messages, more emails and more calls don’t translate to more move-ins. Excessive automation creates digital noise that overwhelms prospects at the exact moment they need clarity, calm and human reassurance.
AN INQUIRY IS A TRUST EVENT, NOT A LEAD EVENT
Most prospects reach out during moments of fear, guilt, health decline or caregiver burnout. That first interaction isn’t about speed or scripting, it’s about earning trust when emotions are high and decisions feel heavy.
INTENTIONAL CONVERSATIONS OUTPERFORM HIGH CALL VOLUME EVERY TIME
“Spray and pray” outreach has proven ineffective in senior living. Fewer, better conversations rooted in listening, personalization and curiosity create stronger momentum than aggressive call frequency or scripted pitching.
THE PHONE IS COMING BACK, BUT NOT THE WAY IT USED TO
Voice engagement is regaining importance because it signals real commitment and care. The future isn’t AI-powered robo-calls, it’s human conversations supported by automation that handles transcription, follow-ups and CRM documentation behind the scenes.
FACE-TO-FACE STILL CLOSES, BUT EMOTION DOES THE SELLING
Digital research and phone calls set the stage, but in-person tours remain the highest-converting step. Tours should be treated as emotional experiences that provide peace of mind, not feature-driven walkthroughs of amenities.
THE MOST IMPORTANT SALES METRICS ARE HARDER TO MEASURE, BUT MATTER MORE
Speed and volume still have value, but quality, clarity and anxiety reduction are what truly move prospects forward. Rethinking incentives around these person-centered outcomes is essential in a more human-centered sales era.
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.
