This week’s Roundtable featured Craig Witz of The Kendal Corporation for a conversation on marketing, sales and development strategies in today’s evolving senior living landscape.
Craig shared insights from his decades- long career in senior living development, including how to rethink master planning, navigate current market challenges and craft distinctive brand positioning that resonates with today’s (and tomorrow’s) older adults.
“You need to create a monopoly in the mind of the consumer,” said Craig. “Something so unique no one else can replicate it.”
RETHINKING SENIOR LIVING FROM THE GROUND UP
Today’s development environment demands a clean-slate approach. Outdated rules of thumb no longer apply, and success hinges on smart planning, tight proformas, and bold, creative models like active adult satellites and shared commons. Every single line item in the program and the proforma needs to be re-evaluated and justified.
THE MIDDLE MARKET IS THE NEXT BIG OPPORTUNITY
Kendall is laser-focused on serving middle- to upper-middle income households. It’s a tricky space, without the deep pockets of high-end buyers or the subsidies that support low-income housing, but it’s where the majority of older adults live and where smart solutions are needed most.
TRUE COMMUNITY IS INTERGENERATIONAL
The future of senior living isn’t age-segregated. Residents crave meaningful connection with people of all ages. Communities that feel like vibrant, mixed-use spaces (rather than traditional senior campuses) will lead the way. Craig encouraged participants to see the resources put together by the Intergenerational Task Force which can be found online.
STORIES SELL (NOT FEATURES)
Facts and amenities matter, but stories win hearts. Framing marketing around a three-act journey (where the resident is the hero and the salesperson is the guide) creates deeper emotional connection. It’s not about “declining better,” it’s about living better.
UNIQUE IS UNBEATABLE
The most successful projects create a “monopoly in the mind of the consumer.” Saint John’s On The Lake and Three Pillars are standout examples, completely distinct from competitors, and impossible to compare apples to apples. That level of differentiation drives demand.
TECH INTEGRATION IS THE NEXT FRONTIER
The senior living tech space is crowded but fragmented. The next big leap is a unified platform that ties it all together—wellness monitoring, communication, family connection and smart add-ons like wearables. It’s not just cool; it’s essential.
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.