The future of CRM and marketing automation in senior living was the focus of this week’s Roundtable, featuring insights from Addie Harris, Varsity’s CRM and Marketing Automation Specialist. Addie shared how communities can use smarter tools and strategies to create deeper, faster, more personalized connections with prospects—moving beyond lead tracking to true relationship-building.
“CRM and marketing automation aren’t just tools—they’re connectors,” Addie explained. “When people, platforms, and processes align, we stop simply tracking leads and start creating momentum.” From dynamic segmentation to real-time reporting and lead scoring, Addie offered practical ways providers can better align sales and marketing, enhance performance and engage today’s senior living consumer with greater impact.
CRM IS A CONNECTOR, NOT JUST A CONTAINER
When CRM and marketing automation platforms work together, they bridge the gap between sales and marketing, unlocking real-time personalization, smarter follow-ups, and better alignment across teams.
SEEING THE FULL JOURNEY CHANGES THE GAME
Multi-touch attribution is replacing first-and-last-touch tracking. Now teams can follow the entire lead journey—every click, visit, and form fill—and use that insight to fine-tune strategies in real time.
LEAD SCORING CLEARS THE CLUTTER
It’s not about predicting move-ins with 100% accuracy. It’s about giving sales teams a clear signal on who’s most engaged so they can prioritize better and act faster.
SEGMENTS THAT EVOLVE = MESSAGES THAT LAND
Smart segmentation now factors in real-time engagement. Whether you’re using AI or pulling lists manually, dynamic segments help get the right message to the right person at just the right moment.
SMART TOOLS SURFACE WHAT MATTERS MOST
Platforms like Active Demand can send custom snapshot reports to your inbox. No deep dives required. Work with platform reps to build what’s useful, and don’t be afraid to ask partners for help cutting through the noise.
AUTOMATION GETS PERSONAL
From AI-generated emails to send-time optimization, marketing automation is helping teams deliver content that’s both timely and tailored, freeing up time to focus on relationship-building, not just message-building.
ALIGNMENT IS THE REAL ADVANCEMENT
Tech is only as powerful as the people and processes behind it. When teams, platforms, and workflows are in sync, marketing automation becomes a driver of momentum, not just another dashboard.
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.