Author: Varsity Team

Dr. Sara Zeff Geber is the nation’s foremost authority on solo aging, specializing in the unique challenges faced by older adults without traditional family support. As a gerontologist and author of Essential Retirement Planning for Solo Agers she empowers those who are aging alone to embrace independence while planning proactively for a fulfilling, secure future.

In a recent episode of Varsity’s podcast, Roundtable Talk, Sara talked about how solo agers can build social networks to provide support later in life and why senior living communities are the best option for solo agers.

Here’s a look at a few of the fresh perspectives Sara shared during her conversation with Roundtable Talk host, Derek Dunham. 

WHAT IS A SOLO AGER, AND HOW DID YOU DEFINE THE TERM?

I define a solo ager as anyone who doesn’t have children, whether married or single, and anyone aging alone without family support nearby. Initially, I intended it to mean just people without children, as adult children typically care for older adults. However, with societal shifts and people moving away from family, solo aging has become more prevalent.

WHAT ARE THE MOST IMPORTANT STEPS SOLO AGERS SHOULD TAKE WHEN PLANNING FOR RETIREMENT?

It’s crucial to start early, focusing on financial planning, maintaining physical health, and building community. Eating well, staying in shape, and fostering strong relationships are essential steps. Building a supportive community early in life can pay significant dividends as we age.

WHAT DO YOU LOOK FOR IN AN IDEAL LIFE PLAN COMMUNITY?

For me—and I think for most solo agers—it’s about engagement. I value communities where residents actively participate in governance, activities, and connections with the broader community. This might include partnerships with local universities, intergenerational programs, or volunteer opportunities, such as working at food banks. These aspects provide a sense of meaning and purpose.

HOW CAN SOLO AGERS BUILD NETWORKS FOR SUPPORT WHEN THEY DON’T HAVE FAMILY?

The key is cultivating a community early and getting professional help where needed. This includes working with financial advisors, preparing advanced directives, and enlisting a power of attorney. Many solo agers face challenges when choosing proxies to represent them in legal and medical matters, but these relationships can be nurtured over time.

WHY DO YOU ADVOCATE FOR SENIOR LIVING COMMUNITIES OVER AGING IN PLACE?

The reality of aging in place is often isolating, especially for solo agers without family nearby. Senior living communities provide a built-in sense of community, structure, and support, which aging in place typically lacks. These communities can help replace the roles traditionally filled by family, ensuring residents have meaningful connections and the care they need.

HOW HAS THE LANDSCAPE OF SOLO AGING CHANGED, AND WHAT DOES THE FUTURE HOLD?

Solo aging has grown significantly, especially with the baby boomer generation. About 20% of boomers are childless, compared to 10% in previous generations. The trend will likely continue as younger generations also experience high rates of childlessness. This demographic shift means solo aging will increasingly shape how we think about and provide for aging populations.

Kiera DesChamps is a transformational sales leader, educator and strategic consultant for WellRive, a full-service move management company specializing in relocations and downsizing for older adults, including those transitioning to senior living communities. She’s was also a recent presenter in Varsity’s weekly Roundtable gathering. 

Kiera discussed what prospects are thinking as they’re driving home from a tour of your community and how communities can do more to help prospects accelerate the decision-making process and manage their senior living transition. 

Here’s a look at some lessons from Kiera’s time as a Roundtable presenter. 

INFORMATION OVERLOAD ON THE DRIVE HOME

Senior living communities often invest significant resources in marketing and in showcasing their amenities to attract potential residents. After a successful tour where prospects are impressed by the facilities and staff, the real challenge begins when they return home and face the complexities of their current reality. These include the logistics of moving, financial considerations, and family dynamics.

Kiera highlighted that communities often provide detailed packets filled with vendor recommendations and resources, and this can lead to information overload. Prospective residents find themselves with multiple packets from various communities, each containing numerous options. This can result in confusion and even paralysis, making it difficult for them to make a decision or even delaying the move due to the stress of sorting through so much information.

WE ALREADY KNOW THE BARRIERS

The barriers to transitioning into senior living are well-known – they include financial, emotional, and physical challenges. While communities provide seminars and vendor partnerships, true support extends beyond initial interactions. Kiera emphasized that discovery often uncovers overlooked issues like inconsistent communication or prospects feeling unheard.

Building genuine relationships and ensuring attentive follow-up makes a significant difference. Guiding prospects through the entire process alleviates stress, which is a vital consideration given that this transition is among life’s most stressful events. Kiera emphasized that support means active guidance, not just providing resources. Genuine help simplifies the process, ensuring prospects aren’t left to navigate it alone.

WHAT DO YOUR PROSPECTS WANT? 

Kiera posed an essential question: What do prospects really want? She stressed that understanding this requires a significant investment of time and effort. While sales roles come with many responsibilities, including tours and various tasks, going beyond the basics and embedding supportive services and partnerships early in the process can make a real difference.

Providing resources only at the end of the decision cycle can delay prospects’ choices. If communities guide prospects from the start, helping them navigate options and feel supported, it could lead to decisions being made months or even years sooner. This proactive approach benefits both the prospects and the community, by fostering trust and potentially accelerating the move-in process.

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. 

Varsity is growing, and that growth has been recognized with a pair of honors, including a ranking on Adweek’s list of the world’s Fastest Growing Agencies. Varsity was also honored this year with a spot on the Central Penn Business Journal’s annual list of the region’s Fastest Growing Companies. 

It marks the second year in a row for Varsity on both lists and is a testament to the hard work of the Varsity team. 

“This recognition is a huge honor and to be recognized for a second year in a row makes it even more special,” said Varsity President Derek Dunham. “The dedication and hard work of our team makes growth like this possible. Also thanks to our clients for letting us bring big ideas and fresh perspectives to life for them. When they grow, we grow!” 

Varsity is part of Pavone Group, a full-service marketing network comprised of eight agencies and companies with offices in Harrisburg, Philadelphia, Atlanta and New York. 

The Central Penn Business Journal recognition marks the ninth time that Pavone Group or a Pavone Group agency has been honored with a spot on the Business Journal’s Fastest Growing Companies list. Past honors include Pavone Group (2021), Pavone (1999, 2000 and 2005), quench (2017 and 2020), Leap (2014) and Varsity (2023).

For Goodwin Living President & CEO Rob Liebreich, the fight against dementia is personal. In 2011, Rob and his family noticed that their mother, Wendy, was experiencing early signs of memory loss. So they decided to do something about it. The result is StrongerMemory, a program that uses reading, writing and math exercises to strengthen the brain and reduce the effects of mild cognitive impairment.

Rob joined us as a guest on Varsity’s aging and longevity podcast, Roundtable Talk to talk about the StrongerMemory program, how it works and some of the amazing success stories behind it.

Here’s a look at a few of the fresh perspectives Rob shared during his conversation with Roundtable Talk host, Derek Dunham. 

WHAT INSPIRED YOU TO PURSUE A CAREER IN AGING SERVICES?

I started off in telecommunications, a very different field. But when my grandmother, Grandma Lee, was about to move into a senior living community, I sat by her bedside as she passed away the day before the move. It hit me so strongly that I needed to join this field—to take out the fear and anxiety people experience and replace it with hope and purpose.

WHAT LED TO THE CREATION OF THE STRONGER MEMORY PROGRAM?

In 2011, my mom began showing signs of memory loss—forgetting conversations, getting lost in familiar places. We did testing and discovered she had mild cognitive impairment. I came across research from Japan showing that reading aloud, handwriting, and math could help nursing home residents plateau or even improve cognitively. I thought, what if we could apply this upstream to someone like my mom? Within 30 days of starting these activities, her repetition decreased, her memory improved, and she navigated places better.

WHAT WERE THE INITIAL RESULTS OF THE STRONGER MEMORY PROGRAM?

We saw dramatic improvements in my mom within the first 30 days. Later, when we introduced the program to a group of assisted living residents, it was remarkable. People began recalling loved ones’ names, sleeping better, and eating better. The emotional impact on families was profound.

CAN THE PROGRAM BE USED PROACTIVELY BEFORE MEMORY LOSS OCCURS?

Absolutely. The tools help calibrate focus and brain health. For example, I met a woman who reads the Bible aloud daily. She doesn’t have cognitive challenges, but she told me her focus improved. Even if you’re not diagnosed with mild cognitive impairment, engaging your brain in these ways can have real benefits.

IS THE PROGRAM EFFECTIVE FOR PEOPLE WITH ADVANCED DEMENTIA?

We’ve heard incredible stories, including a nursing home resident who had been non-communicative for over a year. After starting Stronger Memory, she began engaging with her husband and others. The program is simple, accessible, and often reconnects individuals to their loved ones in powerful ways.

WHAT HAVE YOU LEARNED FROM THIS JOURNEY THAT YOU WISH YOU COULD TELL YOUR YOUNGER SELF?

Believe you can make a difference, find your path, and keep going. I wish I had started sharing Stronger Memory earlier—maybe three years sooner. That weighs on me, but it also motivates me to push forward and help more people. Sometimes you need to listen to those around you and lean into opportunities when they arise.

Recently, we were honored to welcome Margit Novak as a presenter at Varsity’s weekly Roundtable gathering. Margit is an author and speaker who’s widely recognized as the founder of the senior move management industry.

Margit’s award-winning memoir – Squint: Re-visioning the Second Half of Life – is a profound and memorable personal reflection on the abundant possibilities of later life. In her presentation, she shared some of those reflections with the Roundtable group and showed us how to harness our storytelling superpower and use it to create more effective marketing communications. 

Here’s a look at a few of the lessons from Margit’s presentation: 

STORYTELLING: HARNESSING YOUR SUPERPOWER

Margit emphasized that stories are meant to inspire, not serve as factual reports. They aim to teach, persuade, and be memorable. She highlighted that stories can be powerful tools in client interactions and speaking engagements, such as “meet the author” events. These events attract people who may be hesitant about the idea of moving but are open to a more casual, storytelling environment.

Whether using others’ stories or developing your own, storytelling can be a superpower in connecting with clients. Margit noted that although storytelling is currently a hot topic, its popularity is due to its proven effectiveness.

HOW STORYTELLING CAN ENHANCE CLIENT INTERACTIONS

Margit offered storytelling tips for enhancing client interactions:

1. Focus on the Essence: When incorporating stories, avoid overloading them with details. Only include elements that contribute to the atmosphere or message. If details don’t add value, they may distract from the core message. Emphasize what’s most memorable rather than trying to recall every original detail.
2. Deliver with Intention: Great stories need great delivery, which doesn’t happen by accident. Effective storytellers review their stories and practice using vocal effects—such as pauses, volume changes, and repetition—to enhance impact. These techniques should be more pronounced in storytelling than in everyday conversation to captivate the audience.
3. Repurpose and Retell Stories: Stories are meant to be adapted and shared. If a story resonates, feel free to retell it, adjust details, or make it your own. This flexibility allows for stories to remain engaging and relevant in various contexts.

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. 

Varsity and our Roundtable attendees were treated to a special guest recently when we were joined by Dr. Sara Zeff Geber, the nation’s foremost authority on solo aging and the author of Essential Retirement Planning for Solo Agers.

Dr. Geber shared a closer look at solo agers, including an analysis of who they are, their population, key statistics about them and what solo agers want. Here’s a closer look at some highlights from her presentation: 

THE SOLO AGER POPULATION

The solo ager population is not as small as some might think. Dr. Geber referenced data from a 2021 U.S. Census Bureau study, which helped illustrate the size of this demographic. 

Focusing on the childless population, she explained that, among the generation preceding baby boomers, about 10% (around 2 million people) were childless. However, this percentage increased significantly with the baby boomer generation, especially among late boomers, where nearly 20% (one in five women) did not have children.

THE SUPPORT SOLO AGERS ARE MISSING

Dr. Geber’s research identified six key areas where adult children commonly support aging parents, such as residential decisions, real estate management, and financial and emotional support. 

Solo agers, without family support, face challenges managing these tasks independently. She cited a friend whose mother, despite moving to a Life Plan Community, still needed her children’s help with real estate and personal matters. Dr. Geber emphasized that Life Plan Communities can fill these support gaps for solo agers, assisting with real estate and financial decisions, making them an appealing option for those aging without family assistance.

WHAT SOLO AGING RESIDENTS WANT

Research into solo agers’ housing priorities revealed a strong focus on community and social connections, which they value even more than the average baby boomer. 

Dr. Geber advocates for senior living communities as an ideal solution for solo agers, advising against aging in place. She emphasized that communities catering to solo agers’ unique needs will be more attractive to this demographic. Additionally, she noted that many solo agers are well-qualified for senior living options, further supporting her belief in these communities as the best choice for aging independently yet with ample support.

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 our first-ever episode of Roundtable Talk, we welcomed the legendary author, humorist, and radio icon Garrison Keillor. Garrison discusses his book, Serenity at 70, Gaiety at 80, his 23 insightful rules for aging well, the beauty of octogenarianism and what’s on his bucket list. 

Here’s a closer look at some of the fresh perspectives Garrison shared in his episode of Roundtable Talk: 

WHAT KEEPS YOU GOING AT 82?

I lost my ambition, I think is the answer. And I’m doing it for the pleasure of it. I cut back on some things. I no longer go and do lectures to groups… I’ve started this new enterprise as an octogenarian stand-up. I do a solo show…each show is different because I don’t work from a script, and it’s just great fun.

WHAT ARE YOU LOOKING FORWARD TO AS YOU AGE?

I’m hoping to continue to be lucky. People I know who get into the 90s decade run some real risks we all want to avoid. But medicine is marching forward. I had a stroke about five years ago but this anti-seizure medication has come along and it never has happened since.

DO YOU HAVE A BUCKET LIST OR ANY UNFULFILLED GOALS?

No, I think Shakespeare was right: ‘This thou perceivest, which makes thy love more strong, to love that well which thou must leave ere long.’ There’s no time to waste. Each day is sufficient unto itself.

HOW HAS AGING SURPRISED YOU?

The decline of agility is not a problem. I remember what it felt like to be young. I don’t run anymore. I suppose I could, but it doesn’t bother me that I can’t. Life gets smaller, but I accept that as long as I can still do what I need to do.

DO YOU CONSIDER YOURSELF A STAND-UP COMEDIAN?

No, I would never presume. Stand-up comedy is a real art. I admire my niece Erica Rhodes, who’s a fabulous stand-up comic. But the territory between stand-up and storytelling is movable. I don’t want to be stuck in the position of a narrator. I want to speak in my own voice, even as I tell stories about invented characters.

Mary Munoz is senior managing director at Ziegler. She was also a guest on our weekly Roundtable where she shared some insights from her 30 years of experience in senior living.

At Ziegler, Mary works with a broad range of senior living communities and multi-facility systems in strategic growth planning and creative financing strategies. She also has extensive experience with start-up CCRC projects, campus expansions and redevelopments, and refinancings.

Here’s a closer look at some highlights from her presentation: 

CRISES HAVE MADE US BETTER

Crises have continually transformed the senior living industry. During her time at Ziegler, Mary saw the financial impacts of 9/11, the Great Recession, and the COVID-19 pandemic, all of which led to mergers, bankruptcies, and industry consolidation. She noted a similar trend in the 1980s hospital sector, where reimbursement changes triggered widespread mergers.

In senior living, larger organizations are increasingly the ones that adapt and thrive, as they can diversify and spread costs. Mary believes single-site communities are declining as pressures rise. She stressed that future crises are inevitable and urged organizations to prepare. She challenged the audience to consider how their sales and marketing efforts are positioning their organizations to adapt and remain resilient.

EVERYONE NEEDS TO UNDERSTAND THE BOTTOM LINE

Understanding the bottom line is crucial, yet it’s often overlooked in organizations. Mary pointed out that while some employees are revenue centers, every employee is ultimately a cost center. 

She referenced the Retirement Housing Professional Program at LeadingAge, where Ziegler taught the financial module, and she frequently led the West Coast sessions. In her training, she encouraged participants to engage with their CFOs using a set of key questions, including, “How do I impact the bottom line of this organization, and how can I improve that impact?”

TECHNOLOGY IN SENIOR LIVING

Mary emphasized that while technology will be transformative in senior living, it won’t be resident-facing tech that makes the biggest impact. She believes that older adults in retirement communities crave physical contact, social interaction, and a sense of community, much like teenagers do. She noted that technology alone cannot solve the loneliness issue that older adults face; in fact, it could potentially make it worse.

Instead, Mary sees back-office technology as the real game changer—tools that improve workforce management, healthcare efficiency, and operational processes. It’s not about replacing people with robots, she explained, but enhancing the human element and creating opportunities for more meaningful interactions.

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. 

Our guest at a recent gathering of our weekly Roundtable was Zack Collevechio, senior data scientist at WildFig and Pavone Group. 

Zack’s presentation focused on AI and included a discussion of what it is, why it’s valuable and how communities can leverage this technology to gain a competitive advantage in today’s market. He also used ChatGPT to give demonstrations of AI in action as a copywriting and customer service tool.

Here’s are some highlights from that presentation: 

AI-POWERED WRITING

Zack introduced AI’s role in writing and communication, noting its ability to produce natural language for diverse tasks. AI can assist with blogging by generating ideas, outlines, or full posts from simple prompts. It’s also useful for drafting emails, saving time for users who tend to overthink responses. 

AI ASSISTANTS

The discussion moved to building AI assistants with ChatGPT’s “custom GPTs” feature, enabling tailored models that align with your brand, community, and needs. 

Zack emphasized creating a personality and backstory for the assistant to enhance its performance. Clear, detailed instructions ensure it generates accurate, relevant content. Once customized, these assistants can be saved for ongoing use, eliminating the need to reset parameters each time and providing a consistent AI partner for your communication tasks. 

AI-POWERED CUSTOMER SUPPORT

Zack discussed AI-powered customer support, a popular tool that WildFig also uses. Chatbots provide 24/7 virtual assistance, managing many inquiries that would otherwise demand staff time. They help filter out low-quality inquiries, like price requests from unqualified leads, enabling staff to prioritize high-quality prospects. 

AI-POWERED SALES

Zack introduced AI-driven sales optimization, covering several valuable applications:

• LEAD SCORING: AI ranks prospects by their likelihood to convert, considering factors like website activity and past interactions. This allows sales teams to focus on the most engaged leads.
• CUSTOMER SEGMENTATION: AI groups prospects or residents based on behaviors, enabling tailored recommendations. For instance, a prospect frequently viewing a specific floor plan might receive an automated email featuring that interest.
• ENGAGEMENT TIMING: AI suggests the best timing and frequency for outreach, helping teams engage leads effectively by identifying those needing frequent contact versus those needing occasional check-ins.

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. 

Varsity, is taking its industry-leading expertise to digital audiences with the launch of a new video podcast called Roundtable Talk. 

Roundtable Talk is a podcast about longevity and aging and will explore what it means to age well and endeavoring to reframe perceptions on aging. Each episode features a discussion with an industry expert or thought leader about how to solve the many mature market challenges facing brands today. 

The podcast is hosted by Varsity President Derek Dunham and kicks off with a line-up of high profile guests. 

The premiere episode features an interview with humorist, author and radio legend Garrison Keillor, who discusses his book “Serenity at 70, Gaiety at 80” and his 23 rules for aging. Future guests include Goodwin Living CEO and StrongerMemory program founder Rob Liebreich (November 7) and longevity expert and founding director of the Yale Prevention Research Center, Dr. David Katz.   

Also on the calendar is an interview with humorist, journalist and actor Mo Rocca, who will join the Varsity team for a discussion about people who achieve success and greatness later in life and his book “Roctogenarians.” Dr. Sara Zeff Geber –  the nation’s leading expert on solo aging – and award-winning journalist and New York Times contributor Diane Harris are also on the Roundtable Talk schedule. 

“Fresh perspectives about aging are all around us. Our goal with Roundtable Talk is to shine a spotlight on as many of those perspectives as possible and bring them to life one interview at a time,” said Varsity president and Roundtable Talk host, Derek Dunham. “Along the way, we hope to educate people, dispel a few myths and tell some really engaging and inspiring stories.” 

Roundtable Talk episodes and details about the podcast can be found on the Varsity website at VarsityBranding.com. The podcast is available on various podcast streaming services, including Apple podcasts, Spotify, and I Heart Radio.