The following is a recap from Varsity’s Roundtable, 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.
Most older adults say they want to age in place, yet relatively few have developed a plan for how they’ll do it. That gap creates an opportunity for senior living providers to do more than market communities. It gives them a chance to become trusted guides, helping people think through one of life’s biggest decisions long before a move is on the horizon. That’s exactly what Ryan Frederick explored as a guest on Varsity’s weekly Roundtable.
The author of Right Place, Right Time, founder of Here and leading voice on Place Planning shared how providers can engage prospects earlier, build trust through education instead of sales, and help people make more intentional decisions about where they’ll live as they age. Along the way, he explained why shifting conversations from amenities to quality of life can create stronger relationships and, ultimately, a healthier pipeline. Below are a few Fresh Perspectives from his discussion.
START THE CONVERSATION BEFORE THE MOVE IS IMMINENT
Many older adults haven’t developed a plan for where they’ll live as they age. By engaging people years before they’re ready to move, senior living providers can build trust, educate consumers and become a valued resource long before a housing decision is made.
LEAD WITH LIFE, NOT THE BUILDING
Conversations are more meaningful when they focus on a person’s health, relationships, finances and home rather than amenities and floor plans. Helping prospects reflect on how well their current situation supports the life they want often reveals needs they hadn’t recognized.
EDUCATION BUILDS TRUST BETTER THAN A SALES PITCH
Consumers are looking for objective guidance, not pressure. Providing a framework that helps people explore their options empowers them to make informed decisions and positions providers as trusted advisors rather than salespeople.
PLACE PLANNING ISN’T JUST FOR PEOPLE IN THEIR 70s
The best time to begin thinking about where you’ll live may be years before a move is necessary. Starting in your 50s or 60s gives people more flexibility to make intentional decisions that support long-term health, independence and quality of life.
SUCCESS SHOULD BE MEASURED BY RELATIONSHIPS, NOT JUST MOVE-INS
Early engagement expands the pool of people who know and trust your organization. As life circumstances change over time, those relationships naturally create more opportunities for future move-ins.
VARSITY’S FRESH PERSPECTIVE
Too often, senior living marketing begins when someone is already searching for a community. Place Planning reminds us that many of the most important decisions happen years before that first tour. Organizations that position themselves as trusted educators (not just providers) have an opportunity to build relationships much earlier in the journey.
For sales and marketing leaders, that means creating content, events and conversations that help people think about aging well, even if a move isn’t on the horizon. When the focus shifts from selling communities to helping people make better decisions, trust grows and so do future move-in opportunities.
