Author: Varsity Team

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 260th Varsity Roundtable, we were joined by Denise Boudreau, President of Drive and one of the senior living industry’s most respected voices on organizational culture. 

With warmth, wit, and plenty of real-world experience, Denise challenged the idea that culture is simply an HR buzzword. Instead, she reframed it as a core business driver, one that influences trust, team engagement, occupancy, and bottom-line performance. 

Drawing from her decades-long career and her work with communities across the country, she explained how culture isn’t about vague feelings, it’s about the real systems, behaviors, and values that shape how an organization operates every day.

CULTURE ISN’T FLUFF, IT’S THE FOUNDATION

Culture isn’t a gut feeling. It’s “how things work around here”—and it drives everything from engagement to occupancy. Treat it like data, not vibes.

ENGAGEMENT FOLLOWS CULTURE, NOT THE OTHER WAY AROUND

Don’t confuse culture with employee engagement. Culture shapes how people feel about work. Fix the system, and the feelings follow.

LEADERSHIP CAN’T GUESS CULTURE

Leaders often have a rosier view than frontline teams. The only way to bridge that gap? Ask people directly and listen.

VALUES AREN’T WALL DECOR—THEY’RE A ROADMAP

Organizations that align culture with employee-selected values (like accountability or teamwork) see real results, including better retention, better performance.

BETTER CULTURE, BETTER OCCUPANCY

It’s not a theory, it’s backed by data. Communities with strong culture score higher in occupancy, with fewer costs and less turnover.

INTENTIONALITY WINS OVER INSTINCT

Saying “we’ve got a great culture” isn’t enough. The best organizations build culture on purpose, not by accident.

KNOW YOUR PERSONAL DRIVERS

A quick 5-minute Personal Values Assessment can reveal what’s fueling you personally or what’s missing. Living your values at work matters more than ever.

Dr. Linda Fried is a world-renowned geriatrician, public health expert, and Dean of Columbia University’s Mailman School of Public Health. She was also a guest on Varsity’s podcast, Roundtable Talk. A pioneer in the science of healthy aging and frailty, Dr. Fried has dedicated her career to understanding how we can build systems and communities that support longer, healthier, and more purposeful lives.

On the episode, Dr. Fried explored the medical realities of frailty, why physical activity is the best prevention strategy, and how public health systems must evolve to meet the needs of an aging population.

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

HOW DO YOU DEFINE FRAILTY, AND HOW DOES IT DIFFER FROM GENERAL AGING OR DISABILITY?

So what I learned both as a clinician and as a scientist is that there is a clinical and medical condition, which we call frailty, which generally starts with a decline in muscle mass and strength. Over time, what we see is a particular presentation that emerges with loss of muscle, loss of strength, loss of energy, slowing down physically, and in the later stages, unintentional weight loss. When you start seeing a critical mass of them, then you’re seeing somebody who has emerged with the condition of frailty.

HOW EARLY IN LIFE SHOULD WE BE THINKING ABOUT FRAILTY PREVENTION?

The most important thing to do is to make physical activity part of your life and find ways to enjoy it. In the second half of life, we start losing muscle mass, so it’s really important to maintain your strength and to do resistance exercises with some weightlifting. Not a lot. It doesn’t have to be a lot. Three times a week for 20 minutes or so.

CAN FRAILTY BE REVERSED? OR IS IT PRIMARILY ABOUT MANAGING DECLINE?

Until it’s very severe, it’s potentially reversible. But, of course, either preventing it in the first place or slowing down its development through exercise in particular and staying active and engaged in things you love is important.

YOU’VE WRITTEN ABOUT A “THIRD AGE,” A PERIOD OF PURPOSE AND CONTRIBUTION LATER IN LIFE. WHAT DOES THAT MEAN?

It’s been very clear to me that many people retire with a goal of making a difference. We have this gift of an extra 30 years of life that we never had. People want roles that matter, they’re not necessarily and often not full-time roles. But they want to contribute in a way that has significance.

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 Howard Braxton, retired SVP of Marketing, Sales and Communications at The Kendal Corporation, who shared invaluable lessons from his decades-long career in senior living. With a blend of strategic insight and heartfelt experience, Howard explored what it really takes to lead, connect and build trust with older adults and their families in an ever-evolving marketplace.

“People want what they want, when they want it, the way they want it. If you can’t provide that, someone else will,” Howard noted. From digital first impressions to the rising importance of lifestyle and proactive education, he offered a candid, forward-thinking look at how providers can stay relevant, responsive and rooted in what today’s consumer values most.

RELATIONSHIPS STILL CLOSE THE DEAL

Senior living isn’t a fast sell. It’s built on trust, time, and personal connection. In a world full of emails and automation, the communities that take the time to truly understand prospects will win.

LIFESTYLE IS THE NEW VALUE PROP

Healthcare isn’t the headline anymore. Today’s prospects walk in focused on lifestyle, amenities, and how the place feels—not clinical care. Sell the experience first, then back it up with support.

DIGITAL FIRST IMPRESSIONS ARE LASTING ONES

Websites and social media are today’s front doors. If your online presence doesn’t shine, you’ll lose leads you never even knew you had. Curb appeal has gone digital.

TECH ISN’T JUST FLASH—IT’S FUNCTION

From operations to outreach, tech boosts efficiency. Whether it’s digital systems or hallway robots, the ROI isn’t just financial—it’s in time saved, staff supported, and resident experience elevated.

DENIAL IS A FORMIDABLE COMPETITOR

Seniors are aging healthier—and delaying care decisions. The key is proactive education: showing prospects why planning early pays off before a health crisis makes the decision for them.

BUILD WHERE THEY ARE, NOT WHERE YOU WANT THEM TO BE

Comfort and familiarity drive decisions. Prospects don’t want to uproot—they want to stay close to what they know. Successful communities are rooted in the neighborhoods people already love.

55+ ISN’T THE END—IT’S THE ON-RAMP

Active adult communities are a powerful feeder—not a competitor. With the right partnerships and presence, they can become your best long-term referral pipeline.

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 Varsity’s podcast, Roundtable Talk, we had the pleasure of speaking with Dr. Tom Kamber, founder of Older Adults Technology Services (OATS) and Senior Planet, about how he’s helping older adults thrive through digital connection, education, and empowerment.

He discussed the evolution of OATS, the power of community-centered tech education, and how tools like smart homes, AI, and telehealth are reshaping what it means to age well in the digital era.

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

WHAT INSPIRED YOU TO CREATE OLDER ADULTS TECHNOLOGY SERVICES (OATS) AND SENIOR PLANET?

I started OATS 20 years ago, 21 years ago now. I’ve been a lifelong social activist. I got approached by an older woman who asked if I would help her learn the internet. And one thing led to another, she used to come to my office on Monday mornings with her breakfast and a napkin, and we would do an hour. I realized there’s kind of an open space here in the nonprofit world. So I started OATS.

WHAT’S THE MOST POPULAR PROGRAM YOU OFFER?

Our number one most popular class is a fitness class. The number one class by a mile is called Morning Stretch. Five days a week, gets like 500 or 600 people. The healthy aging part of this is the socialization of their physical activity, their communication around their health. It’s really unleashed an opportunity for people to think about their health in a social context.

WHAT’S THE BIGGEST MYTH ABOUT OLDER ADULTS AND TECHNOLOGY?

The biggest myth is that people can’t learn. Ageism is one of the last accepted prejudices. Learning technology is like a language, and if you are learning a new language, there’s a time where you’re learning the grammar and the words.  

WHAT POLICY BARRIERS STILL PREVENT OLDER ADULTS FROM GETTING ONLINE?

The big ones are clearly telecommunications reform. We know everybody needs internet. It’s not a luxury anymore. It should be like water and electricity. We also need to empower the service providers. Your veterans care, your library visit, your senior center—it should feel better because of the technology. And third is regulatory protection. Scams, AI misuse, insurance issues—people need protection and better policy.

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.

Dr. Louise Aronson is a nationally recognized geriatrician, educator, and the bestselling author of Elderhood. As a professor of medicine at UCSF and a leading voice in aging and eldercare, Dr. Aronson challenges cultural and medical assumptions about growing older and advocates for a more nuanced, inclusive view of elderhood.

Recently on Varsity’s podcast, Roundtable Talk, host Derek Dunham and Dr. Aronson discussed why aging should be seen as a diverse, decades-long life stage. She highlighted the impact of ageism in healthcare, the value of intergenerational programs, and the need for better training and broader reforms to help older adults live fully.

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

WHAT INSPIRED YOU TO WRITE ELDERHOOD?

I wrote it in my 50s. I had had a good couple plus decades of career of seeing all the things that happened to older people, you know, for better and worse. I had aging parents. I had reached the stage of life where it occurred to me that this was going to happen to me as well. I didn’t see anything out there that quite had the empathy or the breadth I was going for. Then I came up with this notion of elderhood as a sort of equivalence to childhood and adulthood. And I thought that was a reframe that might be helpful for us both as individuals and as a society.

WHAT ARE SOME OF THE MOST DAMAGING CULTURAL NARRATIVES ABOUT AGING THAT YOU WISH YOU COULD REWRITE?

That old people don’t count or that we’re all the same after age 65. There’s some sort of primal fear that we’re not dealing with. I think when we equate old age with frailty and when we say being frail is inherently bad, we harm anyone who’s frail at any age. The people I know who live best in old age and die best in old age are ones who recognize their changes, adapt to those changes, and learn how to thrive within them.

WHAT DOES A MORE EMPOWERING AND INCLUSIVE VISION OF ELDERHOOD LOOK LIKE TO YOU?

It looks like an acknowledgement that it’s a many decades long, highly varied phase of life. I also think we need to empower people to embrace the difference instead of apologizing for the difference. It’s the only stage of life where people apologize all the time for existing, for not being able to do things.

WHAT ARE COMMON EXAMPLES OF AGEISM IN MEDICAL PRACTICE?

There’s people talking, using elder speak. Things like, “Oh dear. Let me help you with that, sweetheart,” which is just shocking and insulting and condescending. And then when the person doesn’t do well, they say they failed the treatment or they couldn’t tolerate the treatment.  Perhaps the most frequent one is either saying, “We’re not going to give you this because you’re 84,” or giving something dangerous to someone too frail to handle it.

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.