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.
Senior living leaders have no shortage of data, but knowing which numbers matter and what to do with them can be the bigger challenge. From workforce pressures and resident fees to governance and the growing focus on health span, the latest industry research offers a revealing look at where senior living is today and where it may be headed next.
Katelyn McCauley, Vice President and Head of Senior Living Research at Ziegler, joined Varsity’s weekly Roundtable to share findings from Ziegler’s 2026 CFO Hotline surveys. She explored what senior living finance leaders are reporting across several key areas, including how organizations are approaching board composition, which health span programs future residents may value most, what’s happening with workforce costs and turnover, and how resident fee structures and growth strategies are evolving.
Below are a few Fresh Perspectives from her discussion.
HEALTH SPAN IS BECOMING A COMPETITIVE DIFFERENTIATOR
87% said health span will be very important to the next resident, creating opportunities around cognitive health, purpose and other programs that are harder to replicate at home.
BOARD RECRUITMENT IS BECOMING MORE STRATEGIC
Communities are increasingly looking for board members whose expertise supports their strategic plans, including real estate and development experience for organizations pursuing growth.
WORKFORCE PRESSURES AREN’T GOING AWAY
Overall turnover declined slightly, but staffing costs continue to climb, with 90% reporting some level of increase over the past year.
WORKFORCE IS ALSO A MARKETING ISSUE
Positive culture is a leading strategy for addressing staffing shortages, giving marketing teams an important role in communicating what makes their organizations good places to work.
RESIDENTS FAVOR GREATER REFUNDABILITY
When refundable entrance fee options are available, 25% choose a 90%-or-greater refund compared with just 5% choosing a 50% refund.
GROWTH IS SHIFTING TOWARD EXPANSION AND M&A
Ziegler is seeing fewer new campuses and more activity around expansions and consolidation, particularly among nonprofit providers.
VARSITY’S FRESH PERSPECTIVE
Senior living leaders have no shortage of data. The opportunity is turning that data into action. From health span and workforce culture to board composition and pricing, consumer expectations are changing alongside the business of senior living.
The organizations that stay ahead will be the ones that connect what the numbers are telling them with what future residents and employees actually value, then use those insights to shape strategy, strengthen their value proposition and make smarter decisions about what comes next.
