Author: Varsity Team

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. 

On this week’s Roundtable, we were joined by Curtis King, Executive Vice President at HJ Sims, for a timely conversation on the financial dynamics reshaping senior living. Curtis shared expert insights on capital markets, development trends and how providers can navigate today’s economic pressures while preparing for tomorrow’s opportunities.

With rising demand and tighter budgets, “We’ve seen a shift toward expansions over new developments. It’s just economics,” Curtis noted. From creative funding approaches to the growing value of culture and collaboration, he offered a clear-eyed view of the challenges ahead—and practical strategies for building long-term resilience in a rapidly evolving market.

BOOMERS BRING THE SHIFT

With the first wave of baby boomers turning 80, the senior living industry is entering a major transformation moment. Demand is rising, and operators are thinking beyond crisis management toward smarter, tech-forward strategies that improve efficiency and resident experience.

LABOR + AFFORDABILITY = THE NEW EQUATION

Sales and marketing teams face a tough balancing act. Construction costs are limiting the development of new buildings that meet consumer expectations (e.g. larger units). The challenge? Meeting evolving consumer expectations without blowing the budget.  

CULTURE IS YOUR SUPERPOWER

A strong workplace culture isn’t a perk—it’s essential. Happy, loyal employees lead to better care and lower turnover. Add empowered local leadership and a clearly defined brand identity, and you’ve got a recipe for standout success.

COOPETITION IS THE NEW NORMAL

The pandemic sparked unprecedented collaboration across senior living. That spirit of shared learning and support is sticking around—and it’s reshaping how providers solve problems together.

WELLNESS IS THE NEW LUXURY

Today’s seniors are drawn to lifestyle-forward communities: think larger units and vibrant wellness programming. Active adult living is booming because it puts lifestyle first, care second.

CREATIVE CAPITAL STRATEGIES

As funding constraints persist, creative capital strategies—especially joint ventures—are helping get new projects off the ground.

SUPPORT CONCLUSIONS WITH DATA

Capital partners value insight backed by evidence. Clear, well-supported data can help strengthen the qualitative narrative on a community’s performance.  

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 phrase silver tsunami gets tossed around as a dire warning—an economic storm that will overwhelm industries, drain resources and upend the workforce. But is this demographic shift really a disaster in the making, or is it an opportunity to rethink the way we approach aging?

At Varsity, we don’t see an impending crisis. We see a moment of transformation. 

The real challenge isn’t the number of older adults, it’s whether industries, businesses and communities are prepared to adapt. With adults over 65 set to outnumber children by 2035, the conversation shouldn’t be about impending doom but about how to build a future that meets the needs of this growing demographic while unlocking its economic potential.

Forward-thinking industries are already adapting. Senior living is transforming beyond traditional care models, integrating wellness, hospitality, and technology to meet the expectations of a more active, engaged generation. Retail, travel, and financial services are shifting focus to cater to older consumers with significant spending power. Even workplace dynamics are changing, with companies recognizing the value of retaining experienced employees and rethinking retirement policies.

But while innovation is happening, the tsunami does present some very challenges. There will likely not be enough workforce to handle the increasing needs of older adults. The potential demand for senior living communities far outstrips the supply, fundamentally reorienting the conversation about aging services. And even for those who can access senior living, there’s an ongoing question of affordability—will people be able to pay for the communities they truly want to live in?

As the industry grapples with these challenges, new models are emerging to serve different subsets of the population. From Continuing Care at Home (CCaH) programs and village networks to co-housing arrangements, traditional home care, and private duty services, the landscape of aging is diversifying. This evolution presents both a challenge and an opportunity for providers and policymakers alike.

Yet, while some see opportunities (or the challenges mentioned above), others cling to a fear-based narrative that paints aging as a problem to solve rather than a force shaping the future. The reality is clear: businesses and communities that embrace this shift will thrive, while those that ignore it will struggle to keep up.

And if a silver tsunami sounds a little too ominous—like something that requires an evacuation plan—maybe it’s time for a rename it.  

Whatever we call it, one thing is clear: this isn’t a crisis to brace for, but a shift to embrace. After all, a rising tide lifts all boats, and this one just happens to come with a lifetime of knowledge and spending power.

This week on Varsity’s Roundtable, we welcomed Ryan Frederick, founder of Here and a leading voice on the link between place and healthy aging. Ryan shared how the environments we choose—our homes, neighborhoods and communities—deeply influence our health, happiness and longevity, and why understanding this connection is critical for older adults and those who serve them.

Through his four-dimension model of place, Ryan offered a fresh framework for senior living providers, healthcare organizations and community leaders to support well-being at every life stage. He also introduced the Here Place Planning Assessment, a quick yet powerful tool that not only brings these dimensions to life but also helps guide consumers from passive interest to confident, values-based decision-making.

PLACE = WELL-BEING

Where we live profoundly shapes our health—physically, socially, emotionally, and financially. Place planning brings this truth into focus and helps people make smarter decisions about their future.

FROM PLAN TO ACTION

A spot on a waiting list isn’t a plan. Tools like assessments, courses, and place plans help people move from passive intent to active preparation—long before crisis forces their hand.

SELLING LESS, EMPOWERING MORE

Today’s consumer doesn’t want a sales pitch. They want trusted tools to guide their own thinking. Place planning shifts the role of senior living from seller to partner in self-discovery.

CHOOSE YOUR OWN ADVENTURE

Life isn’t one-size-fits-all—and neither is where we live. Workshops inspired by this mindset help prospects assess their lives across four key areas and explore what comes next—on their terms.

CONTENT THAT CONNECTS

From blogs to assessments, rich, research-based content turns curiosity into clarity. Thousands have used these tools globally to reflect, recalibrate, and reimagine where they belong.

THE FOUR-DIMENSION DECISION

Home isn’t just square footage. Place planning breaks it down into four dimensions—environment, health, community, and finances—so people can see the full picture before making a move.

GROWING DEMAND, STRATEGIC RESPONSE

With consumers craving purpose and personalization, life plan communities have an opportunity to shift from reactive selling to proactive engagement—building deeper trust and fuller waitlists.

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.

AI took center stage at this week’s Roundtable, where we were joined by Zack Collevechio, Senior Data Scientist at Pavone Group and WildFig. Zack explored how teams across industries can integrate AI into their daily workflows—whether through automating repetitive tasks, creating content, analyzing data or enhancing decision-making.

From practical tips to forward-looking insights, Zack’s presentation showed that AI isn’t just for tech teams—it’s a tool any professional can use to work smarter. Whether you’re just beginning to explore its potential or ready to level up, Zack offered clear, actionable ways to make AI a valuable part of your workday.

THE LANGUAGE EDGE

Writing and communication are where AI thrives. From blogs and emails to social posts and newsletters, AI can generate, refine, and even translate content with surprising ease—saving time and boosting productivity.

CUSTOM GPTS, CUSTOM RESULTS

With custom GPTs, repeated tasks like social content or SEO planning become smoother. Save instructions once, and AI remembers your preferences—making it a powerful, personalized assistant.

SERVICE, SIMPLIFIED

AI is transforming customer service—handling emails, responding to reviews, and soon, even answering calls with human-like voice and CRM integration. Automation is becoming the silent force behind better support.

SEARCH, REINVENTED

AI is no longer just a writing tool. With live web access, it’s now a real-time search engine—delivering current, accurate answers and replacing outdated, static models.

THINK FIRST, THEN RESPOND

Reasoning models use “chain of thought” to work through complex problems step by step, instead of rushing to answer. This thoughtful approach mirrors human logic and makes AI more reliable than ever.

DEEP RESEARCH, REAL RESULTS

AI can now manage in-depth projects like sales strategies or tech evaluations. It asks clarifying questions, runs dozens of web searches, tracks progress, and delivers tailored, data-backed insights—all on its own.

THE RISE OF AGENTIC AI

Next up: agentic AI. These autonomous bots will take full actions—answering calls, updating CRMs, scheduling follow-ups—without supervision. Think of them as invisible team members doing real work in the background.

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. 

This week’s Roundtable featured Andrew Carle, a nationally recognized expert in senior living innovation and a professor in the Aging and Health Program at Georgetown University. 

As founder of UniversityRetirementCommunities.com, Andrew is a pioneer of the University Retirement Community (URC) model—a rapidly growing concept that blends lifelong learning with senior living. He shared how this model is redefining aging by connecting older adults with dynamic, intellectually rich university environments.

Andrew explored how URCs meet the needs of today’s retirees—among the most educated in history—by offering continued growth, intergenerational engagement and deeper purpose. He also discussed the benefits for universities navigating enrollment shifts and for senior living providers looking to evolve. From new certification standards to creative partnership paths, Andrew offered a fresh perspective on how URCs are changing the future of aging.

A BOOMING MODEL FOR A NEW GENERATION 

University Retirement Communities (URCs) are no longer niche—they’re the fastest-growing segment in senior living. With highly educated baby boomers seeking connection, purpose and stimulation, the campus setting is becoming the natural next chapter for active aging.

A WIN-WIN FOR UNIVERSITIES IN TRANSITION

Facing enrollment declines and a shifting donor base, universities are discovering strategic value in URCs. These partnerships offer new revenue streams, deeper alumni ties and a powerful way to serve a changing community where adults 65+ will soon outnumber those under 18.

A CLASSROOM WITHOUT WALLS 

URCs aren’t just homes—they’re dynamic learning hubs. Residents attend lectures and performances, while students gain hands-on experience through internships, jobs and volunteer work. The result is an intergenerational environment rich in purpose, relevance and real-world learning.

A BRAND POWER MONEY CAN’T BUY 

For senior living providers, partnering with a university unlocks something no ad campaign can deliver: lifelong brand loyalty. Residents bring decades of emotional connection to their alma maters, making the campus affiliation both meaningful and marketable.

A PATH FOR EXISTING COMMUNITIES TO LEVEL UP 

Communities that weren’t purposely built as URCs can still evolve into strong university partners. With proximity, initiative and structured programming, even standalone providers can “partner their way” into the model—bringing a new dimension to their resident experience.

CERTIFICATION THAT SIGNALS QUALITY AND CONNECTION 

A new certification program, based on a 5-criteria model Carle established in 2006 and which has been widely accepted as the standard for defining a “University Based Retirement Community (UBRC),” has been launched as a component of UniversityRetirementCommunities.com. 

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. 

Marc Zirolli, Vice President of Marketing at Duncaster, joined us on a recent Roundtable for a conversation about LifeCare on the Go, a forward- thinking program that brings the benefits of LifeCare to individuals living independently.

Marc shared how this innovative approach is expanding access, supporting lifestyle flexibility, and redefining what it means to age well outside of traditional senior living settings.

CONTINUING CARE WHEN YOU NEED IT

LifeCare on the Go flips the script on traditional senior living by offering access to Duncaster’s full continuum of care—without requiring immediate relocation. It’s a flexible, forward-thinking solution for those who want peace of mind for the future. 

TIMESHARE-STYLE ACCESS TO COMMUNITY LIFE

The Bloomfield apartments give LifeCare on the Go participants a unique chance to experience Duncaster firsthand. Whether for a few weeks or a couple of months, residents can tap into the lifestyle, amenities, and social fabric of the community—without making a full-time commitment.

A MODEL BUILT FOR PROACTIVE PLANNERS

Joining LifeCare on the Go isn’t just about delaying a move—it’s about making a strategic choice. Participants go through financial and medical screening upfront, lock in future care access, and receive credit toward their full entrance fee when they’re ready to transition to permanent residency.

FINANCIAL TRANSPARENCY BUILT INTO THE PROCESS

With publicly available financials, clear fee structures, and annual updates, Duncaster prioritizes transparency. Prospective residents are encouraged to review materials with their advisors, reinforcing trust and reducing confusion during the decision-making process.

EXPANSION DESIGNED FOR INDEPENDENT LIVING

Duncaster’s planned 92-unit expansion, including a mix of apartment and cottage-style homes, reflects a growing demand for independent, amenity-rich living. Even though the new area won’t connect to the main building, it will feature its own dining, wellness, and social spaces—redefining what aging in community can look like.

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. 

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. 

This week’s Roundtable guest was Jennifer Soha from LCS and featured      a conversation about marketing strategies for senior living communities.

Jennifer explored the unique challenges and opportunities in marketing rental communities versus entrance fee communities. From strategy and positioning to audience engagement, she shared insights that can help shape effective marketing approaches across different senior living models.

“People tell me all the time, ‘I’m afraid I’m giving up my freedom,’” said Jennifer. “But once they experience community life, they realize they’re actually gaining more.” 

FLEXIBILITY MATTERS MORE THAN EVER

Rental communities offer low-risk, month-to-month living with no long-term contracts or massive entrance fees. That kind of flexibility is a huge draw for older adults looking to maintain control over their finances and lifestyle—without being locked in.

AGING IN PLACE ISN’T JUST POSSIBLE—IT’S EXPECTED

With the help of health and wellness navigators, hospice care, and thoughtful support, most residents in rental communities are able to age in place. That means fewer disruptive moves and more continuity in care and comfort.

SKILLED NURSING ISN’T ONE-SIZE-FITS-ALL

 Not all SNFs are created equal, and having one on-site isn’t always the answer. Rental communities help residents navigate the right level of care—whether that’s a highly rated skilled nursing facility or a short-term rehab setting better suited to their needs.

THE NEW NORMAL? MOVING LATER IN LIFE

More and more older adults are waiting until their 90s to move into independent living, and sometimes even delaying assisted living too long. It’s a shift from years past—and a reminder of the importance of planning ahead before options narrow.

COMMUNITY LIVING NEEDS TO BE EXPERIENCED, NOT SOLD 

The best way to overcome fear around senior living is to let prospects see it for themselves. Trial stays, peer connections and firsthand experiences with active residents go a long way in shifting outdated perceptions.

MODERN AMENITIES, PRIME LOCATIONS

Today’s rental communities are newer, centrally located and designed for modern living. With updated fitness spaces, rooftop terraces, movie theaters and walkable access to shopping and culture, they’re built for lifestyle as much as care.

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.

We celebrated our 250th Roundtable meeting with a truly special guest. Diane Harris is an award-winning journalist, a speaker and an author with an expertise in personal finance and financial wellness. She’s a New York Times contributor, a former editor-in-chief of Money Magazine, and a former deputy editor of Newsweek.

Our conversation with Diane covered everything from retirement planning to solo aging, and included a sneak peek at some articles she’s currently working on.

Said Diane, “Wherever you are right now, there are things you can do to improve your financial situation.”

STARTING SMART, NO MATTER YOUR AGE

It’s never too late to take control of your finances. Small steps like bumping up retirement contributions or cutting unused subscriptions can boost savings and confidence. Prioritizing spending, building an emergency fund, and rethinking financial support for adult children can all strengthen long-term security.

SOLO AGERS NEED A PLAN

Aging without a built-in support system requires proactive planning. From naming a younger, trustworthy emergency contact to building a financial team, solo agers benefit from having structure in place. Creating a safety net helps reduce vulnerability and ensures future decisions are handled with care and clarity.

PRINT EVOLVES, DIGITAL EMPOWERS

Print media isn’t gone—it’s just different. It now offers depth, prestige, and a tactile experience digital can’t match. Meanwhile, embracing digital opens doors to innovation and connection. The key takeaway? Senior living communities can learn from media: diversify, adapt, and meet audiences where they are.

THE RETIREMENT DANGER ZONE

The five years before and after retirement are critical. Market volatility, health shifts, and lifestyle changes can seriously impact long-term financial health. Whether you’re retiring solo or as a couple, this window requires careful planning, flexibility, and often the guidance of a trusted financial advisor.

ADVISORS AS AGING GUIDES

Financial advisors do more than manage investments—they help people navigate big life transitions, like moving into senior living. From evaluating entrance fees to unlocking home equity, their insight ensures decisions align with clients’ goals, resources, and the lifestyle they want in their next chapter.

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.