Author: Varsity Team

Retirement isn’t a finish line. For today’s older adults, it’s a transition into a new phase defined less by rest and more by meaning. As people live longer, stay healthier and remain mentally engaged well into later life, retirement is being redefined as an opportunity to contribute, create and stay connected.

Across the senior living and aging services landscape, one thing is clear: today’s seniors don’t see themselves as “slowing down.” They see themselves as redirecting energy toward what matters most.

FROM CAREERS TO SECOND ACTS

Many retirees are pursuing second careers, consulting roles, or entrepreneurial projects that allow them to apply decades of experience without the rigidity of full-time work. Others are investing time in volunteering, mentoring younger generations, or supporting causes they care deeply about.

Research consistently shows that older adults who engage in purposeful activity experience higher levels of life satisfaction, emotional well-being, and cognitive health. Purpose-driven aging isn’t just aspirational, it’s foundational to longevity and quality of life. For senior living communities, this means residents aren’t just looking for amenities; they’re looking for opportunities to stay useful, valued, and engaged.

CREATIVITY, CONNECTION, AND CONTRIBUTION

Creative pursuits are also playing a major role in redefining retirement. Writing, art, music, teaching, and community leadership give older adults new ways to express themselves and stay socially connected. These activities foster identity and belonging, two things that become increasingly important with age.

Technology has accelerated this shift. Virtual learning platforms, remote work, and online communities make it easier for seniors to stay active and involved, regardless of physical location. This challenges outdated assumptions about technology adoption and reinforces the need for senior living marketing to reflect reality, not stereotypes.

WHAT THIS MEANS FOR SENIOR LIVING MARKETERS

For marketers, the implications are significant. Messaging centered on “taking it easy” or retreating from life often misses the mark. Today’s older adults respond more strongly to narratives about growth, autonomy, purpose and contribution.

Senior living marketing strategies should highlight real resident stories, meaningful programs, and opportunities for engagement beyond leisure. Show how communities support second acts, lifelong learning, volunteering, and creativity. When brands align with how seniors see themselves, trust builds faster, with residents and their families alike.

Redefining retirement isn’t about rejecting leisure. It’s about expanding what retirement can be. And the communities that recognize this shift are better positioned to connect, convert, and create long-term value.

VARSITY’S VIEWPOINT

Today’s seniors aren’t stepping back from life, they’re stepping into what’s next. Marketers should move beyond passive retirement messaging and spotlight purpose, contribution, and growth. Authentic storytelling around real engagement is what drives relevance, trust, and meaningful connection.

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. 

Season 1 of Roundtable Talk set out to challenge everything we think we know about aging and ended up reframing what’s possible across an entire lifetime. Check out the recap episode here. 

Across more than 20 conversations, Varsity’s aging and longevity podcast brought together gerontologists, policymakers, innovators, artists, journalists, and senior living leaders who are reshaping how we live, work, and contribute as we age. From public health and technology to purpose, creativity, and community, each guest added a vital layer to a more hopeful, human-centered narrative of longevity.

The season opened with cultural icons and truth-tellers like Garrison Keillor and Mo Rocca, who reminded us that humor, curiosity, and engagement don’t fade with age—they sharpen. Terry Farrell brought a deeply personal perspective on reinvention and authenticity, while Diane Harris and Dr. Sara Zeff Geber tackled the realities of solo aging, financial longevity, and planning for independence without fear.

Leading voices in aging science and public health—including Dr. Linda Fried, Dr. Louise Aronson, Dr. Kerry Burnight, and Dr. David Katz—challenged ageism head-on, reframed frailty and wellness, and made a compelling case for focusing on health span, not just life span. Their insights made it clear that aging well isn’t accidental—it’s systemic, behavioral, and deeply connected to how we design communities and care.

Innovation emerged as a recurring theme through conversations with Rick Robinson, Laurie Orlov, Dr. Tom Kamber, and Rob Liebreich, who explored how technology—from AI to digital literacy to cognitive health tools—can support independence, connection, and dignity when designed with older adults, not just for them.

The season also spotlighted bold models for aging with purpose and belonging. Andrew Carle and Lindsey Beagley explored university-based retirement communities and lifelong learning as antidotes to isolation. Barbara Sullivan highlighted the power of grassroots villages. Bridget Weston showed how older adults are fueling entrepreneurship through mentorship, while Brian Fried proved creativity and invention have no expiration date.

Rounding out the season, industry leaders like Larry Carlson, Scott Townsley, Marvell Adams Jr., Peter Murphy Lewis, and Dr. Robyn Stone confronted the hard truths facing senior living, caregiving, workforce sustainability, and inclusion, offering both critique and optimism for what comes next.

For a growing share of adults, aging without children isn’t a hypothetical. It’s a planning reality that challenges many of the assumptions baked into financial, estate and senior living models today. Questions around decision-making, care and responsibility don’t disappear without heirs, they become more urgent. Yet too often, those questions go unaddressed until a crisis forces them into the open.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Dr. Jay Zigmont, Founder and Chief Visionary of Childfree Trust and Childfree Wealth. Dr. Zigmont shared insights on how life, financial and estate design must evolve for childfree and permanently childless adults. Below are a few Fresh Perspectives from his discussion.

THE “FIDUCIARY VOID” IS A GROWING PLANNING RISK, NOT A NICHE ISSUE

Roughly one-quarter of U.S. adults are childfree today, and that share is growing fast among younger generations. Without a default next of kin, decision-making gaps around medical care, finances and housing are becoming one of the most overlooked risks in retirement and aging planning.

AGING WITHOUT CHILDREN REQUIRES EARLIER, MORE INTENTIONAL PLANNING

For childfree clients, waiting until retirement age is often too late. Long-term care planning, including how care is funded and who makes decisions, needs to begin by the mid-40s to avoid crisis-driven outcomes and court involvement later on.

FRIENDS ARE A VALUABLE OPTION, BUT NOT A SCALABLE SOLUTION

Naming a trusted friend can work in the short term, but multi-year care needs, cognitive decline and complex paperwork create an unsustainable burden for most non-professionals. A professional fiduciary serves as a necessary backstop when personal networks can no longer carry the weight.

SENIOR LIVING COMMUNITIES ARE ABSORBING RISK THEY DON’T ALWAYS SEE

Allowing residents to move in without fully executed and current estate plans creates exposure for both residents and operators. Decision-making ambiguity isn’t just a legal issue, it’s an operational and ethical one that surfaces during medical events, transitions or decline.

CHILDFREE ADULTS REPRESENT BOTH AN UNDERSERVED AND HIGH-VALUE MARKET

Childfree adults, especially women, are among the highest net-worth demographic groups in the country. They are actively seeking intentional community, but current senior living messaging rarely reflects their lives, priorities or social structures.

PROFESSIONAL FIDUCIARY SUPPORT IS SHIFTING FROM LUXURY TO NECESSITY

What was once only accessible to ultra-wealthy households is becoming essential infrastructure for solo agers. Membership-based models that combine documentation, decision-making authority and emergency response signal a broader shift toward proactive, lifelong support rather than reactive crisis management.

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. 

Experience has become the most powerful differentiator in senior living, and it no longer begins after move-in. Today’s prospects and families expect to understand daily life, feel emotionally confident, and see proof of culture long before they make a decision. Technology now plays a central role in shaping those early impressions, helping communities move beyond selling floor plans to selling what life actually feels like.

That was the focus of a recent conversation on Varsity’s weekly Roundtable with Ryan Galea, CEO of Go Icon. Ryan shared how senior living communities can use technology to personalize the prospect journey, strengthen trust with families, and bring the resident experience to life earlier in the sales and marketing process. Below are a few Fresh Perspectives from his discussion.

EXPERIENCE IS NO LONGER POST-MOVE-IN, IT STARTS AT FIRST TOUCH

Life enrichment has shifted from a resident-only function to a front-line sales and marketing asset. The way a community engages prospects before move-in—through programming previews, apps, tours, and follow-ups—now shapes perception, trust, and conversion just as much as traditional marketing does.

WORD OF MOUTH HAS BECOME THE MOST EFFICIENT GROWTH ENGINE

Happy residents and families aren’t just a sign of success—they’re the strongest acquisition channel. When experience is strong, referrals increase, occupancy improves, and marketing costs drop. Experience isn’t a “soft” metric anymore; it’s measurable, scalable, and financially impactful.

THE ‘NETFLIX EFFECT’ HAS RAISED THE BAR FOR PERSONALIZATION

Prospects and families now expect communities to understand individual preferences, lifestyles, and values before move-in. Generic messaging falls flat. The communities that win are the ones that show—not tell—what daily life will look like for this person, not just any resident.

TECH IS MOST POWERFUL WHEN IT BUILDS EMOTIONAL CONFIDENCE

The best tools aren’t about automation for its own sake, they reduce anxiety, friction, and uncertainty. From family apps to preview experiences, technology works when it helps prospects feel informed, connected, and reassured during an emotional decision-making process.

SALES, MARKETING, AND LIFE ENRICHMENT CAN’T OPERATE IN SILOS ANYMORE

Programming choices, branding consistency, resident ambassadors, and feedback loops all influence sales outcomes. When marketing helps shape life enrichment—and life enrichment fuels marketing—the result is a more authentic, aligned, and compelling story for prospects.

TRUST IS BUILT THROUGH PROOF, NOT PROMISES

Social proof, real resident voices, personalized interactions, and thoughtful gestures like tailored gifting all reinforce credibility. Prospects don’t just want claims, they want evidence that a community listens, cares, and follows through.

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 the prize if the years aren’t lived with joy, purpose and real connection. In a recent episode of Varsity’s podcast, Roundtable Talk, Derek talked with Dr. Kerry Burnight, a nationally recognized gerontologist, author of the New York Times bestselling JoySpan, and a longtime leader in aging research, policy and elder abuse prevention.

They unpacked why joy is deeper than situational happiness, how many strengths actually improve with age, and why most of the aging experience is shaped more by choices than genes.

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

WHAT INSPIRED YOU TO WRITE JOYSPAN?

I had been a gerontologist for more than 30 years, and for the first 20 I worked with people in the roughest situations—elder abuse, financial exploitation, profound loneliness. I realized we were waiting too long. The research shows us what fortifies people for long lives, but that information wasn’t getting out in a readable, everyday book. I wanted to fortify people internally the way we try to fortify our bodies externally.

WHY DO YOU BELIEVE JOY IS A CRITICAL MEASURE OF AGING WELL?

Lifespan is how long you live, healthspan is how many of those years are healthy, but something was missing—the well-being component. The American Psychological Association defines joy as well-being and satisfaction. Joy isn’t toxic positivity. Happiness is circumstantial, but joy can exist even in challenge because it’s inside out. And I don’t know any older adults who haven’t had significant challenges.

WHAT ARE THE BIGGEST MISCONCEPTIONS PEOPLE HAVE ABOUT JOY AND AGING?

One misconception is that aging well is about luck or genetics. Research shows genetics only predict about 13 to 25 percent of our aging experience. Most of it is up to us. Another misconception is that joy has to look like a big smile. It doesn’t. Joy can be quiet contentment. And another is that you’re just born with it—that there are Eeyores and Tiggers. What I’ve seen is that people can learn this.

HOW DO YOU DEFINE AND MEASURE “JOYSPAN”?

The measures come from decades of research on psychological well-being, but one thing was missing—adaptability. When I brought that in, it became clear there are four components people who thrive in longevity share. They are verbs, not traits: growing, connecting, adapting, and giving. People who invest in those areas tend to enjoy very long lives.

Want to hear more from Dr. Burnight? 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.

Wellness in senior living is not a checklist. It’s personal, it changes over time and it’s shaped as much by connection and purpose as it is by health metrics.

That theme drove a recent conversation on Varsity’s weekly Roundtable with Kyle Robinson of Wellzesta, an all-in-one engagement platform that connects residents, staff and families while supporting wellness and day-to-day communication. Kyle shared practical ways to think about engagement as part of both the resident experience and the prospect journey. Below are a few Fresh Perspectives from her discussion.

WELLNESS ISN’T A PROGRAM — IT’S A PERSONALIZED JOURNEY

Wellness showed up repeatedly as something deeply individual and constantly evolving. It’s not about checking boxes or showcasing amenities, but about understanding what matters to each person and meeting them there, across physical, social, emotional and environmental dimensions.

SOCIAL CONNECTION MAY BE THE MOST UNDERRATED HEALTH DRIVER IN SENIOR LIVING

While physical wellness often gets top billing, socialization emerged as a cornerstone of longevity, happiness and cognitive health. The contrast between Babo and Mimi made it clear: connection, purpose and engagement can radically shape how people age, even in similar environments.

DATA ONLY MATTERS IF IT TELLS A HUMAN STORY

Metrics on their own aren’t compelling. What makes them powerful is how they help communities explain what life actually feels like, what’s working and where residents are thriving or drifting. Used well, data becomes a storytelling tool for residents, prospects and staff alike.

TECHNOLOGY WORKS BEST WHEN IT AMPLIFIES AUTONOMY, NOT CONTROL

The most effective tech wasn’t framed as something staff “manage,” but something residents use to explore, connect and lead their own experiences. From wellness scoring to AI-powered interest matching, the shift is toward enabling choice and self-direction.

CARE TRANSITIONS CAN QUIETLY ERODE IDENTITY IF CONNECTION ISN’T PROTECTED

Mimi’s move to a higher level of care revealed a subtle but important truth: even when physical needs are met, changes in routine, environment and social engagement can affect how someone feels about themselves. Supporting identity and connection during transitions is just as critical as clinical care.

STAFF WELLNESS AND RESIDENT WELLNESS ARE DEEPLY LINKED

The conversation widened to include staff burnout and personal well-being, acknowledging how much caregivers and teams give every day. Supporting wellness isn’t just about residents, it’s about sustaining the people who make community life possible.

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 way people think about aging doesn’t just shape attitudes — it shapes choices, behaviors and well-being. For senior living marketers and sales leaders, that means the words, images and subtle cues used every day can either reinforce tired stereotypes or support a more confident, age-positive view of later life.

That was the focus of a recent conversation on Varsity’s weekly Roundtable with Jennifer Smith, Director of Research at Mather Institute. Jennifer shared research on where views on aging come from, how they change over time and how they impact health and life satisfaction, with insights from Mather Institute’s Age Well Study along the way. Below are a few Fresh Perspectives from her discussion.

AGING PERCEPTIONS AREN’T FIXED — THEY’RE BUILT OVER A LIFETIME

Views on aging don’t suddenly appear in adulthood. They’re shaped slowly through childhood interactions, media cues and cultural messaging. If we want to shift perceptions, we must start by understanding the long runway that formed them.

POSITIVE VIEWS OF AGING ARE A HEALTH INTERVENTION, NOT JUST A MINDSET

The data was striking: people with positive views on aging live longer, stay healthier and even show stronger brain markers. Perception isn’t fluff, it’s a measurable health predictor on par with lifestyle habits.

EVERYDAY AGEISM IS SUBTLE BUT HARMFUL

Most people think of ageism in terms of hiring bias or medical dismissal, but subtle daily moments (“you look great for your age,” “senior moment”) chip away at confidence and reinforce decline narratives.  

REPRESENTATION ISN’T JUST ABOUT VISIBILITY — IT’S ABOUT HOW OLDER ADULTS ARE SHOWN

Underrepresentation in media is only half the story. When older adults are shown, they’re disproportionately portrayed negatively. Progress is happening — AARP and Getty’s work, Dove’s campaigns — but the real opportunity is reframing aging as active, varied and fully human.

INTERGENERATIONAL CONTACT BREAKS STEREOTYPES

Programs that bring generations together do more than feel good, they reduce reliance on stereotypes and help recalibrate what “normal aging” actually looks like. Experience beats assumption every time.

THE LANGUAGE WE USE QUIETLY STEERS ATTITUDES AND BEHAVIORS

From calling someone “still active” to defaulting to “senior,” words send signals. Being intentional — using age ranges, avoiding diminishing qualifiers, and modeling respectful phrasing — shapes culture. And yes, Google search reality still matters, which means communities need to balance ideal language with discoverable language.

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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When Margaret toured the community, she wasn’t looking for a swimming pool or a dining venue. She was searching for something she couldn’t quite name — a place that felt alive.

“I don’t want to just move somewhere,” she said. “I want to belong somewhere.”

That line stopped me cold. Because in those few words, Margaret captured the emotional core of every senior living decision. Beneath the surface questions about cost, care, or square footage lies something deeper: What will this next chapter make possible?

From Transaction to Transformation

For years, our industry has measured success by occupancy numbers, conversions, and closing ratios. But older adults aren’t just customers — they’re people navigating one of life’s most personal transitions.

Today’s generation doesn’t want to be sold a lifestyle; they want to be guided toward a renewed sense of purpose, belonging, and vitality. That shift — from selling units to guiding journeys — changes everything. It calls us to approach marketing not as persuasion, but as partnership.

Start with Empathy

Guiding begins with listening. It’s about asking deeper questions:

• What does thriving look like for you now?
• What do you still want to contribute or experience?
• What would make this move feel meaningful — not just comfortable?

When we pause long enough to hear the story behind the inquiry, we stop trying to fill vacancies and start helping people envision a future they can believe in. That’s when trust forms — and when connection turns into commitment.

Purpose Is the New Differentiator

Amenities can be copied. Purpose cannot. Communities that help residents connect their gifts and passions to something larger than themselves stand out in a crowded marketplace. They become places where:

• Residents lead, not just attend.
• Marketing highlights impact, not just activities.
• Staff speak the language of mission, not just service.

When marketing reflects that kind of authenticity, it attracts more than prospects. It inspires teams and reminds everyone why this work matters.

A New Kind of Conversation

The next time you sit down with a prospective resident, listen not for what they want, but for who they’re becoming. Because what we’re really offering isn’t just a new address — it’s a new beginning. We’re not helping people move in; we’re helping them move forward.

Closing Thought

Selling fills units.
Guiding changes lives.

When we reframe our role from closing deals to opening doors of purpose, we honor both the people we serve and the calling behind this work. That’s what finishing strong looks like — for residents, and for all of us who serve them.

About the Author

Larry Carlson 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.

Culture doesn’t burn out overnight, it leaks energy through small breakdowns in communication, trust, and everyday civility. On Varsity’s podcast, Roundtable Talk, Derek sat down with Kathy Parry, a corporate energy expert who helps senior living organizations strengthen culture, recharge teams, and reignite purpose.

In their conversation, Derek and Kathy discussed the difference between morale and energy, the early warning signs of a team running out of gas and how leaders’ personal energy sets the tone for the entire culture.

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

HOW WOULD YOU DESCRIBE THE WORK YOU DO AS A CORPORATE ENERGY EXPERT?

I chose the term energy because the work I do revolves around culture and how a culture stays energized. Energy is a great way to describe what it feels like to be on a team. You know when you’re on an energized team and you know when you’re not. Culture should feel energized.

WHAT’S THE DIFFERENCE BETWEEN ENERGY AND MORALE?

Morale is a little bit narrow. Energy permeates all parts of the culture. You can have a bad morale day, but energy is what gets things done. It means things are firing on all the right pistons.

WHAT ARE THE MOST COMMON SIGNS YOU SEE OF A LEADERSHIP TEAM RUNNING OUT OF ENERGY?

You see people showing up late, leaving teams, and poor communication is one of the first signs. When teams don’t feel transparency, energy breaks down quickly. Civility issues, burnout and physical exhaustion from being short staffed can all drain a team’s energy.

HOW DOES A LEADER’S PERSONAL ENERGY IMPACT THE OVERALL CULTURE?

There’s a definite trickle-down effect. You feel a leader’s energy right away. If a leader is burned out or stressed, they’re not showing up as their best self. How a leader shows up directly affects how the team shows up.

WHAT TACTICS HAVE YOU FOUND MOST EFFECTIVE IN HELPING LEADERSHIP TEAMS POWER UP?

Clear, concise communication sounds basic, but it’s critical. When people don’t get answers, they create their own information and that’s where gossip starts. Teams need to know how to get information, where it comes from, and that they can trust it.

Want to hear more from Kathy? 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.