Last week, Varsity’s Roundtable was Live from Greystone’s Sales Adventure and featured John Spooner, Co-CEO of Greystone, and Melissa Heiss, Regional Sales Manager. As guests on Varsity’s weekly Roundtable, John and Melissa shared candid insights on what it takes to build high-performing sales teams and drive sustained interest in today’s increasingly sophisticated senior living market.
From loss aversion and the “invisible cage” of comfort to the power of radical candor and personalized follow-up, the conversation explored how sales and marketing must work together to create real momentum. Below are a few Fresh Perspectives from their discussion.
LOSS AVERSION IS THE REAL COMPETITOR
Prospects aren’t just comparing communities. They’re weighing the certainty of today against the uncertainty of tomorrow. Understanding that people fear loss more than they value gain changes how we guide the conversation.
COMFORT IS THE INVISIBLE CAGE
Whether it’s a prospect resisting a move or a salesperson avoiding a tough question, comfort can quietly stall progress. Growth requires stepping outside routines before you’re forced to.
VALUE PROPOSITION IS PERSONAL, NOT UNIVERSAL
“We’ve been here 40 years” isn’t a value proposition. It’s a credential. The real work is discovering what matters to that specific prospect and aligning the message accordingly.
PRICE IS THE OBJECTION WHEN VALUE IS UNCLEAR
When we fail to connect personally relevant value, prospects default to cost. Incentives don’t replace value — they accelerate decisions once value is established.
HOSPITALITY OUTSHINES CURB APPEAL
Landscaping matters. But energy matters more. When prospects walk in and see life happening — yoga, lectures, happy hour — they experience betterment, not just amenities.
MARK UP THE BROCHURE
Pristine collateral gets forgotten. Personalized collateral gets remembered. Circle the floor plan. Highlight the poker club. Write notes in the margins. When they pick it up weeks later, it should feel like it was made just for them.
SUSTAINED INTEREST REQUIRES INTENTIONALITY
Prospects don’t go cold. They get distracted. Breaking through requires personalization, timely follow-up and tactical persistence — from “collateral mutilation” to the Golden Email.
RADICAL CANDOR BUILDS TRUST
Seniors don’t need scripted softness. They respond to adult-to-adult conversations that are honest, direct and aligned around next steps.
MARKETING AND SALES SHOULD PUSH EACH OTHER
Innovation doesn’t happen in comfort zones. Marketing should challenge sales with smarter strategies. Sales should challenge themselves to execute better. Momentum happens when both sides lean in.
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.
