Author: Varsity Team

Michael offered a candid look at what it really takes to market the healthcare end of the continuum, from building trust through honest guidance to strengthening referral partnerships and owning your role as the local expert. Below are a few Fresh Perspectives from his discussion.

BE THE EXPERT, EVEN WHEN THE ANSWER IS “NOT HERE”

Recommendation is part of the job, even if that means sending a family somewhere else. Guiding people to the right fit builds long-term credibility, reputation and referrals that no ad campaign can buy.

OUTREACH IS A DISCIPLINE, NOT A PERSONALITY TYPE

The best outreach pros aren’t the chattiest, they’re the most consistent. Give the role to someone methodical, organized and scheduled for at least two solid days a week — and watch partnerships, not just “activity,” grow.

MAKE STORYTELLING YOUR MOST VALUABLE SERVICE LINE

Video testimonials, resident ambassadors and even stories from those who’ve passed on are powerful tools to humanize healthcare. Done thoughtfully, these narratives soften fear, honor lives and make the continuum feel like a promise, not a threat.

DON’T LET STAR RATINGS DO ALL THE TALKING

A CMS rating can make or break hospital networks, but it’s not the whole story for families. Celebrate the five stars, but also equip your team to explain the dips, put them in context and reassure partners that quality — not just a score — is being managed.

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. 

The following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

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Dave slid into the booth across from me at a diner just off the interstate. He wrapped his hands around the coffee mug, stared at it for a long moment, and finally said, “I thought retirement would feel free. But most days… I just feel numb.”

I set down my fork and asked, “What’s going on?” “It’s not money,” he said. “We’re fine there. It’s just… I’ve drifted into a routine. Golf. TV. A few volunteer things here and there. But it feels like I’m just filling time — not really living it.”

That conversation has stayed with me for years because Dave’s story is not unusual. In fact, it’s a warning. Many people enter their later years expecting a sense of freedom but instead discover the subtle pull of drift. That quiet drift — the slow slide into comfort without real purpose — is what I call coasting. It’s the opposite of finishing strong.

WHY THIS MATTERS IN OUR FIELD

If you work in senior living, you see this reality every day. Many older adults enter a new chapter of life without a clear sense of purpose. They’ve achieved career milestones, raised families, and handled responsibilities… but now they’re unsure what comes next. As marketing and sales professionals, you’re not just presenting floorplans and amenities. You’re often the first person who can help them see the possibility of a meaningful next chapter.

THE HEART OF FINISHING STRONG

Finishing strong isn’t about staying busy or packing in more activities. It’s about:

• Choosing purpose over drift
• Nurturing relationships over routines
• Building vitality — not just longevity
• Continuing to contribute rather than retreat

For many of the people you serve, that requires re‑imagining what their next chapter can look like — a vision that includes both community and purpose.

THE MARKETING OPPORTUNITY

Here’s the reality: most prospective residents (and often their adult children) aren’t ust looking for a safe place to live. They’re searching — sometimes without even realizing it — for a reason to keep leaning forward. That’s especially true for the new generation of older adults. Many of them spent their lives leading businesses, shaping organizations, or building teams. When they move into a community, they’re not looking to be merely entertained. They want to continue living with influence and impact — to use their experience and gifts in ways that matter.

For communities, that shift is both a challenge and an opportunity. It means going beyond programs and amenities to create meaningful ways for residents to contribute — helping them live out their legacy while strengthening the community as a whole. When your conversations and messaging speak to that deeper need for purpose and impact — not just features — it resonates. You’re no longer simply selling; you’re helping them envision a future they can invest themselves in.

A QUESTION WORTH ASKING

So here’s the challenge — for those you serve and for ourselves as well: Are we coasting or are we finishing strong? That single question can spark a shift — in a prospective resident who feels adrift, or in a professional who’s been running hard but hasn’t paused to think about what really matters in the long run.

CLOSING THOUGHT

Every conversation you have as a marketing or sales professional can be more than a transaction. It can be an invitation — to live with purpose, to stay engaged, to finish strong. Helping people see that possibility is one of the most meaningful contributions you can make in this field.

Teams don’t lose energy overnight, it drains slowly, through missed connections, unspoken tension, and a lack of recognition. In senior living, where every day depends on collaboration and care, that loss of energy doesn’t just affect morale, it impacts residents, relationships, and results. Recharging that power starts with leaders who know how to reconnect their teams to purpose.

That’s the approach shared by Kathy Parry, corporate energy expert, author, and speaker, during Varsity’s weekly Roundtable. Kathy explored how intentional leadership, acknowledgment, and everyday actions can restore balance, rebuild trust, and create workplaces that hum with positive energy. She reminded attendees that when leaders take time to “flip the switch” — to listen, celebrate, and care — engagement and retention follow naturally.

Below are a few Fresh Perspectives from her discussion.

CHECK YOUR WIRING

Just like faulty circuits, teams lose power when connections are weak or misaligned. Take time to trace where the “wiring” of your organization might be off, including communication gaps, unclear roles, or overloaded batteries (people). Real energy starts with intentional alignment.

POSITIVE CHARGES POWER CULTURE

Listening, fairness, civility, care, and celebration aren’t “soft skills” — they’re electrical currents that keep teams lit. When even one current falters, burnout and frustration follow. Protect these power sources the way you’d guard your team’s electricity.

CONFLICT ISN’T FAILURE — IT’S FEEDBACK

Tension signals that energy isn’t flowing evenly. Instead of avoiding or competing, use conflict as a chance to collaborate and compromise. The goal isn’t to win, it’s to restore balance so everyone can keep moving forward together.

CELEBRATION IS AN ENERGY STRATEGY, NOT A NICE-TO-HAVE

Acknowledgment recharges teams faster than bonuses ever could. From elephant ceremonies to AI-generated songs, creative recognition builds connection, belonging, and loyalty. People don’t burn out because they work hard, they burn out because they feel unseen.

SMALL ACTIONS FLIP BIG SWITCHES

All the “C” principles — listening, conflict resolution, contributing, civility, care, and celebration — only work if you turn them on. Two minutes of intentional action can reignite engagement. Don’t wait for the perfect plan; flip the switch and start the current.

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. 

Inventing isn’t just for the young—or the tech-savvy. Brian Fried, accomplished inventor, author, and founder and CEO of Inventor Smart, proves that creativity and innovation can thrive at any age. With more than 15 patents and nearly 20 years of experience coaching inventors, Brian has built a career helping people turn everyday ideas into real-world success stories.

On a recent episode of Varsity’s podcast, Roundtable Talk, Brian shared what inspires older adults to pursue invention later in life and the satisfaction that comes from seeing their ideas come to life. He discussed the biggest myths about inventing, the power of simple problem-solving, and how digital tools like AI and 3D printing are revolutionizing the process.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT MOTIVATES OLDER ADULTS TO PURSUE INVENTION?

Maybe they’re bored and realize they have a better way to do something and they have the time and some funds. Others want to leave a legacy. Maybe build a company they can leave for their family. It’s very interesting to see seniors say, “You know what, I want to give this a shot.” And it’s fun, I get a chance to do it with them.

WHAT ARE COMMON MISCONCEPTIONS THAT HOLD PEOPLE BACK?

A lot of people say, “I came up with this great invention. I’m going to make a gazillion dollars, I just want to sell my idea.” It doesn’t necessarily work that way most of the time. We step back and ask: is it something you can call your own? Is it different than what’s out there? Is the window big enough that enough people will buy it to make it worth your time, money, energy and effort?

DO LIFE EXPERIENCES GIVE OLDER ADULTS AN ADVANTAGE?

Yes! One inventor related his invention to his IT background—wires and cable management. Another watched people pour pills and spill them and came up with Pillspoons. Everyday life experiences get that spark in their heads. Anybody can be an inventor. The question is, are you going to stop and work on it?

WHAT’S THE FIRST STEP SOMEONE SHOULD TAKE WITH A NEW IDEA?

Capture that idea. Otherwise, poof, it’s gone. Text yourself, email yourself, tell somebody. Then do a search—Google, images—be real about what’s already out there. If there’s enough of a difference, do a patentability search with a patent attorney or agent to compare your idea to prior art and see if it’s something you can call your own.

Want to hear more from Brian? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

In senior living sales, the real work doesn’t end when the tour does — it begins. Families often leave communities feeling hopeful yet overwhelmed, facing a mix of emotions, logistics, and uncertainty about what comes next. Turning that uncertainty into clarity requires more than follow-up calls — it takes empathy, guidance, and a genuine commitment to helping families move forward.

That’s the message shared by Kiera DesChamps, founder of KD Consulting Group and author of the new book After the Tour, during Varsity’s weekly Roundtable. Drawing on her deep experience helping communities improve occupancy while supporting families through transitions, Kiera discussed how sales teams can transform interest into action through trust, partnership, and hands-on problem-solving.

Below are a few Fresh Perspectives from her discussion.

TURNING INTEREST INTO ACTION STARTS AFTER THE TOUR

The real work begins once prospects leave the community. Families go home to emotional and logistical overwhelm, not disinterest. Sales teams that guide, not just follow up, turn that silence into trust and momentum.

LISTS DON’T CLOSE SALES — SOLUTIONS DO

Every community can hand out a glossy packet, but real differentiation comes from solving problems. Warm introductions, coordinated next steps, and genuine support move families forward faster than information alone.

FOLLOW THE LEADER MODEL

Kiera’s LEADER framework — Listen, Engage, Adapt, Deliver, Execute revenue — shifts sales from scripted outreach to personalized guidance. Adapting and delivering tangible help builds confidence and readiness to move.

PARTNERSHIPS BUILD TRUST AND SCALE IMPACT

A short list of vetted, educated partners acts as an extension of the sales team. These collaborators can provide hands-on help without overloading staff and strengthen the community’s credibility with families.

REPRESENTATION STRENGTHENS CONNECTION

Families feel safer and more confident when they see themselves reflected in the people and partners representing a community. Diversity and authentic relationships create comfort and belonging from the first interaction.

INVEST WHERE IT MATTERS MOST

Rethink incentives. Instead of rent discounts, fund practical help like downsizing assistance or floor plan consultations. These creative investments reduce stress, boost readiness, and show families they’re not alone.

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. 

Longevity isn’t just measured in years, it’s measured in independence. The emerging science of aging shows that emotional health, resilience, and social connection are just as powerful as blood pressure or cholesterol when it comes to predicting how long and how well we live. 

These “soft measures” may sound intangible, but they can reveal early signs of decline long before traditional medical tests do. giving individuals and communities the chance to intervene early and preserve independence. 

That insight was at the center of Dr. Kathleen Potempa’s conversation on Varsity’s weekly Roundtable. As founder of HealthyLifetime, Dr. Potempa and her team are redefining how we measure and maintain wellness in later life through tools like the Independent Living Index, which tracks the factors that most influence long-term vitality.  Below are a few Fresh Perspectives from her discussion.

SOFT MEASURES REVEAL HIDDEN RISK 

Self-reported well-being factors like purpose, resilience, and life satisfaction can uncover “insidious risks” that traditional medical tests miss—allowing communities to intervene before decline begins.

WELL-BEING IS THE NEW LONGEVITY STRATEGY 

Decades of research show that emotional health, social connection, and resilience aren’t just feel-good factors, they’re strong predictors of longevity, independence, and reduced mortality.

RESILIENCE BUILDS REAL STRENGTH 

Mental and emotional resilience create both psychological and physical benefits, helping older adults think clearly, make healthier choices, and stay “heartier” over time.

CONNECTION IS MEDICINE 

Social engagement literally strengthens the body. Meaningful relationships help regulate stress, boost immunity, and protect against decline, proving that community is a biological need, not a luxury.

TRACKING WELL-BEING DRIVES ACTION 

HealthyLifetime’s Independent Living Index turns soft data into actionable insight. It helps communities measure risk, track improvement, and show tangible outcomes that resonate with residents and families.

REVENTION IS THE FUTURE OF AGING 

The shift from treating illness to preventing decline is underway. HealthyLifetime’s expansion as an independent company signals a new era where aging well means living longer, healthier, and more independently.

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.

In senior living sales, more information doesn’t always mean more impact. Too many choices, overly long tours, and detail-heavy presentations can overwhelm prospects, stalling decisions instead of inspiring confidence. The communities that stand out are the ones that simplify, personalize, and make the experience feel truly relevant to each individual.

That philosophy was at the heart of a recent Varsity Roundtable featuring Hoyle Koontz, Partner at The Vectre. Hoyle shared insights on how to turn prospects into residents by focusing on empathy, visual storytelling, and personalization, helping sales teams connect on a human level and guide prospects toward action. Below are a few Fresh Perspectives from his discussion.

TOO MANY CHOICES CAN STALL DECISIONS 

Senior living prospects often face “analysis paralysis.” With endless options for communities, floor plans, and financial plans, the path forward becomes overwhelming. Simplifying and personalizing the experience helps prospects move from indecision to action.

LESS IS MORE IN SALES TOURS 

The “Gilligan tour”—long, detail-heavy, and exhausting—doesn’t stick. Today’s prospects need focused, meaningful interactions that highlight what’s truly unique about a community, not a laundry list of features they’ll forget by tomorrow.

SEEING IS REMEMBERING 

With 40% of the brain’s nerve fibers tied to vision, visual storytelling isn’t optional—it’s essential. Using personalized, relevant imagery helps information “stick,” while cluttered visuals only add confusion.

PERSONALIZATION DRIVES CONVERSION 

Eight out of ten prospects are more likely to buy when they feel seen and understood. From customized tours to individualized digital brochures, personalization turns sales from transactional to relational.

MEET PROSPECTS WHERE THEY ARE 

Instead of waiting for leads to visit the community, Vectre’s YourTour brings the experience to them. Virtual tools allow sales teams to connect with out-of-market prospects early, building relationships and breaking down misconceptions before a visit even happens.

PRICE STRUCTURED LIKE SENIOR LIVING ITSELF 

The Vectre’s pricing model mirrors the industry it serves: an entry (setup) fee plus monthly fees. Ranging from $10,000 to $18,000 for setup, the investment is designed to grow with a community’s needs, paying off through more efficient sales processes and higher conversions.

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.

In an era when attention spans are short and polished marketing is everywhere, authenticity has become the most powerful storytelling tool. Real faces, real voices, and real emotion connect with audiences in ways no script or slogan can. That belief drives filmmaker Peter Murphy Lewis, co-creator of People Worth Caring About, a YouTube documentary series that shines a light on caregivers in long-term care communities across the country.

During our latest Roundtable, Peter shared how storytelling can shift public perception of aging and care by focusing on the humanity behind the work. His philosophy—“human over Hollywood”—champions simplicity and sincerity, using caregivers’ voices to build trust and transform how people see senior living. Below are a few Fresh Perspectives from his presentation. 

STORYTELLING AS ADVOCACY 

Peter’s documentaries aren’t just creative projects, they’re advocacy tools that reframe how people see senior living. By spotlighting caregivers, he’s helping close the gap between perception and reality, showing the humanity and pride behind the profession.

CAREGIVERS AS BRAND AMBASSADORS 

Rather than relying on polished marketing or executive voices, Peter believes trust should flow through caregivers. Their authenticity, warmth, and relatability build credibility in a way no ad campaign can replicate.

“HUMAN OVER HOLLYWOOD” APPROACH 

His philosophy of keeping production simple—often just an iPhone and a good story—proves that emotional truth resonates more than cinematic polish. Real faces and raw emotion create stronger audience connection.

REGIONAL CULTURE SHAPES CARE 

Through filming in places like Ohio, Kansas, and New Mexico, Peter discovered how culture deeply influences care, from joyful, music-filled communities to those shaped by Indigenous and Latin American traditions of respect for elders.

STORY AS A TRUST-BUILDING TOOL 

Peter sees storytelling as a way to “de-risk” decisions for families. When potential residents see genuine care and connection, they stop worrying about amenities and start feeling comfortable with the people behind the community.

SIMPLE FRAMEWORK, POWERFUL IMPACT 

His Before, After, and Amplify storytelling model helps even non-marketers craft emotionally resonant stories. By showing transformation—personal or professional—organizations can inspire empathy and engagement with just a few words.

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.

Agetech is one of the fastest-growing frontiers in innovation, with the potential to transform how older adults live, connect, and thrive. At the center of this movement is Rick Robinson, Vice President and General Manager of the Agetech Collaborative from AARP, who is building a vibrant ecosystem of startups, investors, and enterprises committed to reshaping the future of aging.

On a recent episode of Varsity’s podcast, Roundtable Talk, Rick discussed how the collaborative accelerates startups, drives inclusivity in product design, and helps older adults embrace new technology. He also highlighted the promise of AI and embodied devices to ease challenges like social isolation and the caregiver shortage.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

HOW DO YOU DEFINE AGETECH AND THE COLLABORATIVE’S MISSION?

We define it very simply: we’re here to make aging easier for everyone. That’s our mission. It’s broad, but it keeps us focused on impact. We show up at major events like CES, InVive, and Wired gatherings — not just to showcase technology, but to tell the story of how massive and important this space is. When people see that older adults drive trillions of dollars in spending and demand better solutions, the light bulb goes on.

HOW DO YOU BALANCE CUTTING-EDGE INNOVATION WITH THE REAL NEEDS OF OLDER ADULTS?

I love taking bleeding-edge technology — right now that’s generative AI — and making it accessible. We’ve done it before with VR to fight loneliness, and with AR to create immersive experiences. The key is to make the technology itself disappear so that what comes forward is the experience. People shouldn’t be intimidated by the tech; they should feel the value. That’s what makes innovation meaningful.

HOW DOES THE COLLABORATIVE PROMOTE INCLUSIVE AND ACCESSIBLE INNOVATION?

We push that philosophy out to every startup that joins. We give them access to diverse audiences and volunteers across the country — people from all backgrounds. We help startups identify and co-create with the right older adult audiences for their products. A lot of founders think they know their target market, but we’ll stop them and say, “Let’s talk to your audience first.” We help them test and refine products so they’re built with older adults, not just for them.

WHAT DO COMPANIES OFTEN GET WRONG WHEN DESIGNING FOR OLDER ADULTS?

They over-engineer or oversimplify. The key is balance. You want simplicity without being patronizing. Older adults don’t need “dumbed down” — they need intuitive. It’s about thoughtful design, not stripped-down design. And it’s crucial to involve older adults early in the process so the product reflects their real needs and preferences.

WHERE DO YOU SEE THE BIGGEST OPPORTUNITIES AHEAD IN AGETECH?

Caregiving is the biggest. There’s a massive shortage of caregivers, and costs are high. I think AI, combined with embodied devices, is going to play a big role in solving that. Within five years, we’ll see major advances in how technology supports both older adults and their caregivers — making care more personal, affordable, and available.

WHAT ADVICE WOULD YOU GIVE TO ENTREPRENEURS ENTERING THE AGETECH SPACE?

Start by truly understanding your audience. Don’t assume — go talk to older adults. Build with empathy and flexibility. Be ready to pivot when you learn something new. And don’t underestimate the market. This isn’t a niche; it’s one of the largest, fastest-growing opportunities in the world. If you can make aging easier, you’re not just building a business — you’re changing lives.

Want to hear more from Rick? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

When it comes to retirement, most people spend years planning their finances—but far less time planning where they’ll live. Yet “place” plays just as big a role in well-being as savings or investments. Where you live influences health, happiness, and independence, which makes it a critical (and often overlooked) part of financial planning.

That’s why Meg Stoltzfus, LCPC, and Lydia Durski, CFP®, from Financial Council, are rethinking how advisors help clients plan for the future. During this week’s Roundtable, they shared how “place planning” brings a human-centered lens to retirement decisions, integrating emotional, social, and lifestyle factors into financial strategy. The result is a more complete picture of what it truly means to live well in the years ahead. Below are a few Fresh Perspectives from their discussion. 

HUMAN-CENTERED DIFFERENTIATION

Financial Council didn’t create its navigation program as a marketing tactic, it was born from a genuine need to help clients make better life decisions. That authenticity has become a powerful differentiator in a crowded marketplace.

GUIDED DECISION-MAKING

Clients often default to staying at home simply because they don’t understand all the options. Acting as an unbiased guide, Meg helps them define goals, weigh choices, and move from reactive to proactive planning.

THE VALUE OF “PLACE PLANNING” 

Instead of focusing solely on housing, the firm uses place planning—factoring in health, finances, and social connections—to help clients envision where and how they want to live across different stages of retirement.

A ROLE BEYOND FINANCE 

Meg’s position is rare in financial services but likely to grow. By combining counseling expertise with financial planning, she brings a uniquely human layer that technology or AI cannot replicate.

PARTNERSHIPS THAT BUILD TRUST 

Senior living communities, care managers, and financial advisors can be stronger together. Building these relationships provides clients with holistic, unbiased guidance and strengthens trust across all sides.

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.