Author: Varsity Team

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. 

As the founder and CEO of Second Act Financial Services, Elias Papasavvas has dedicated his career to enhancing access to retirement housing and senior living. He is viewed as an authority on tailoring and delivering consumer banking programs for the elder population. Elias is known for pioneering the concept of elder care bridge loans, financial aid office for senior living operators, and point-of-sale financing for senior living, over two decades ago.

Elias was also a recent Roundtable guest, where he shared insights about how to get prospects to say yes faster and provided an in-depth update on the real estate market. He also led a discussion on the power of an organized mind and how an organized mind can help seniors and their adult children make decisions more effectively, reducing stress and delays.  The following are some highlights from that conversation. 

HOW VALUABLE IS IT TO HAVE PROSPECTS MOVE INTO A COMMUNITY ONE, TWO OR THREE MONTHS SOONER? 

Moving into a senior living community just one to three months sooner can offer significant advantages for both the community and the prospect. For the community, accelerating the move improves conversion rates, vastly improve cash-flow, and helps maintain optimal occupancy. For the prospect, a quicker move addresses urgent safety concerns, ensures access to LifeCare services before potential health changes, and prioritizes their well-being by making the transition when time is of the essence.

THE HOUSING MARKETING SEEMS STRONG, WHICH MAKES SELLING AN EXISTING HOME AND MOVING TO A COMMUNITY EASIER, RIGHT? 

In recent years, the real estate market has been favorable, with homes selling quickly. For seniors, this meant that, after visiting a community, they could list their homes and sell them swiftly — often within a week — and receive funds promptly. However, there’s a growing sense that this trend may be changing especially in the southeastern and southwestern states.

SECOND ACT CREATED A GUIDE THAT’S DESIGNED TO COMBAT DECISION STRESS AND LEAD TO A FASTER YES. TELL US ABOUT THAT GUIDE.

The guide helps seniors organize their finances and streamline the process of funding entry and monthly service fees. Drawing on our CPA and CFP expertise, the guide offers a clear list of key considerations and step-by-step instructions for managing financial assets. With practical, organized steps, it aims to reduce stress and make financial planning easier and more manageable. It also helps financial advisors think through funding options with their senior clients.

You can get a free copy of the guide by emailing me at elias@secondactfs.com. 

DO YOU HAVE ANY ADVICE FOR COMMUNITIES THAT MIGHT WANT TO IMPLEMENT CREDIT CHECKS AS PART OF THE PRE-SCREENING PROCESS? DO YOU HAVE A VENDOR THAT YOU RECOMMEND?

Credit checks are a valuable tool, particularly for rental situations, and it’s surprising that the senior living industry has not widely adopted them. While most credit scores of seniors moving into CCRCs are generally strong, occasionally, a few raise red flags. Implementing credit checks could help identify potential issues early and ensure a smoother process for both the community and the seniors.

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.

Recently on Roundtable we welcomed Jack York from TaleGate. As the chief storyteller at TaleGate, Jack has spent the past five years interviewing senior living residents in 38 states. He shared some of the lessons he’s learned from countless conversations at more than 80 communities, including lessons in sociology and marketing, and a look at where his senior living tour will take him in the future.

The following are some highlights from that conversation. 

HITTING THE ROAD IN SEARCH OF STORIES

TaleGate is a company driven by a shared mission: to uncover and celebrate the essence of America through the extraordinary stories of its seniors. From coast to coast, they’ve captured countless moments with seniors who have helped shape the country. Projects include documentaries that explore the lives of residents within senior living communities and a “Vintage Voices” series that travels the nation to interview centenarians.

KEY LESSONS FROM THE VINTAGE VOICES SERIES

Centenarians show there’s no single formula for longevity—some avoid smoking and drinking, while others indulge, and their exercise routines vary. What unites them is a strong desire for independence. Many also maintain a lifelong passion for learning. Additionally, being featured in documentaries holds great meaning for them, as showing interest in their personal stories can have a deeply positive impact.

RESIDENT STORIES ARE A VALUABLE RESOURCE

Communities are discovering that residents are a valuable yet often overlooked resource. Some of the documentaries created have been funded by marketing teams, recognizing the potential to leverage residents’ stories as a powerful asset for promoting their communities. Sharing resident stories is simply the right thing to do, with a solid business case to back it up.

THINK BEYOND TRADITIONAL MARKETING METHODS

Traditional marketing methods, like trade show booths and sponsored lunches, remain prevalent, yet feel outdated. There’s a growing opportunity to innovate by capturing and sharing residents’ stories in engaging ways. This approach can offer a fresh and impactful alternative to conventional marketing strategies.

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. 

Joy Loverde is a path carver, a keynote speaker and a best-selling author. Her book, “The Complete Eldercare Planner” helps senior living shoppers figure out “where to start, which questions to ask and how to find help.” 

She also knows what it takes to plan effective sales events for senior living communities. For more than 35 years Joy has participated in hundreds of senior living marketing events as a keynote speaker and a mature marketing consultant. She joined our weekly Roundtable recently to share some of the things she’s learned about sales events. The following are some highlights from that conversation. 

WHAT CHANGES HAVE YOU SEEN IN TERMS OF WHO ATTENDS SENIOR LIVING MARKETING EVENTS? 

There have been significant shifts, particularly in the demographics of attendees at independent living prospect events.The audience has become much younger and healthier over the past decade, with participants as young as 45 and many in their 60s and 70s who are active and healthy. Joy highlighted the presence of young widows in their 50s and 60s who feel invisible, as well as the LGBTQ+ population, who are concerned about finding inclusive living environments. 

ARE YOU FINDING THAT THE PEOPLE ATTENDING EVENTS ARE MUCH MORE EDUCATED ON THE SENIOR LIVING MARKETPLACE THAN BEFORE?

Prospects today are much more informed. Attendees, especially boomers, enter the events with extensive knowledge of the products, whether it’s assisted living or independent living. They have thoroughly researched online and are aware of various lifestyle housing alternatives. 

Many attendees have experienced caregiving for their parents or grandparents, which has made them aware of the difficulties and financial nightmares associated with end-of-life care. This personal experience has informed their decisions about what they do not want as they journey toward old age.

WHAT KINDS OF QUESTIONS ARE PEOPLE IN YOUR SENIOR LIVING AUDIENCES (PROSPECTS) ASKING NOW? 

In the past, discussions focused on the benefits of communal living and dining preferences. Today, boomer prospects express more of a desire for control and individuality. For example, customizing their personal living spaces is important to them.  

Another significant shift in questions revolves around emotional wellness. In addition to boomers, many younger widows attend Joy’s events. They ask about individual support in the areas of grief, yoga, meditation, and spirituality. Joy further explained that in general many boomers are frequently experiencing grief due to the loss of loved ones, and they express the need for ongoing emotional support.

DOES THE LOCATION OF WHERE YOU HOLD MARKETING EVENTS MATTER IN TERMS OF ATTRACTING PROSPECTS? 

Joy noted a significant shift in event location strategies. Previously, there was a focus on holding independent living events at luxurious off-campus venues like country clubs to showcase community life. Now, the trend is toward smaller, on-campus events for Life Plan Communities, accommodating up to 60 people. Smaller audiences allow for more personalized interactions and attention to individual prospects.

Conversely, events for assisted living are now often held in vibrant settings like country clubs. These venues offer a feel-good environment with healthy food and social opportunities, which can be particularly appealing to prospects and adult children facing crises. 

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 2018, Goodwin Living created a program that helps employees pursue their U.S. citizenship and even pursue citizenship for family members. Six years later, that program is thriving and has become a valuable recruitment and retention tool for Goodwin Living. 

Valerie Burke, chief philanthropy officer at Goodwin Living, recently appeared as a guest on our weekly Roundtable gathering where she shared details about the Citizenship Application Program at Goodwin Living and how other communities can create similar programs of their own. Below are three takeaways from that conversation. 

INSPIRATION BEHIND THE PROGRAM

Valerie shared a story about Rita Siebenaler, a former social worker and resident, who highlighted the challenges immigrants face when starting new lives in the U.S. Learning that the application fee for U.S. citizenship was over $700, Rita recognized that many of the workers supporting their families with multiple jobs couldn’t afford it. 

Rita proposed raising funds to cover these fees. With the support of the Goodwin Living Foundation, they raised $40,000 in a few weeks, leading to the creation of the Citizenship Program.

DETAILS ABOUT THE PROGRAM

The Citizenship Program is open to employees with six months of tenure. The program has expanded to include coverage for citizenship applications fees for up to two additional family members after one year of employment. The program also includes fees for DACA renewals, work permits and green card renewals.

STRONGER BONDS BETWEEN RESIDENTS AND EMPLOYEES

Valerie noted that residents sometimes get involved to help tutor employees in preparation for their citizenship test which leads to wonderful bonds between residents and team members.  

HELPING EMPLOYEES HELPS THE COMMUNITY

Valerie emphasized that while the Citizenship Program highlights the impact of generosity for a nonprofit, it also presents a low-cost, high-impact effort for for-profit organizations. 

The Citizenship Program enhances employee inclusion and differentiates Goodwin Living among senior living organizations. It also attracted more volunteers and supporters for their Foundation, aiding in areas such as tuition support and emergency grants.

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. 

Doug Chasick – also known as “That Fair Housing Guy” – has nearly 50 years of experience at all levels of investment real estate acquisition, management and leasing. He was also a recent Roundtable guest, where he shared some wisdom about the ins and outs of fair housing and the impact that recent laws may have in some states and nationwide. 

It’s worth noting that using diversity in your community’s marketing images is a step in the right direction when it comes to adhering to fair housing regulations.Here are a few key takeaways from Doug’s Roundtable presentation:

DISPARATE IMPACT IS REAL (AND A PROBLEM)

Disparate impact refers to policies that are neutral on their face but result in discrimination against a protected group when enforced. Doug cited a recent HUD settlement with SafeRent Solutions, which was based on race discrimination through disparate impact rather than intentional discriminatory treatment.

DIGITAL DISCRIMINATION IS ALSO REAL

Digital discrimination arises when luxury communities are provided with high-speed internet while affordable communities are left with slower options like DSL. Given the demographics, this disparity can lead to allegations of discrimination against protected categories in the affordable properties. This issue is particularly challenging because new constructions are easier to equip with advanced digital features, whereas retrofitting older affordable properties is costly and complicated.

PET BANS COULD BECOME A THING OF THE PAST

If passed, a pending California bill would require multifamily properties to allow common household pets. This means that communities currently operating as no-pet communities would need to permit pets such as dogs, cats, reptiles, small gerbils, hamsters, and even snakes. This serves as a heads-up for those managing properties in California. 

NON-COMPLIANCE HAS SERIOUS CONSEQUENCES

Doug ended his presentation by highlighting a significant case involving three real estate companies in Washington, D.C., which collectively faced fines totaling ten million dollars. The fines were imposed because the companies refused to accept tenants who had Housing Choice vouchers, a violation of fair housing laws. As a result, the president of one company had to surrender her broker’s license, and all principals involved were barred from working in the real estate industry. This case underscored the serious consequences of non-compliance with fair housing regulations. 

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, email Derek Dunham at ddunham@varsitybranding.com.

Varsity has been selected as the agency of record for Wichita, Kansas-based senior living community, Larksfield Place. The competitive win followed an RFP process that involved several other marketing firms. 

The multi-year project involves branding research, sales consulting, development of a creative campaign and marketing for Larksfield Place and an upcoming expansion of the community. 

“We’re expanding, both as a community and a brand. Marketing that expansion is important but we don’t want to lose focus on the marketing of our existing community,” said Larksfield Place vice president of sales, Tammy Flaming of the decision to partner with an agency. “Varsity allows us to stay focused on both and develop new lead generation strategies for the new expansion.” 

Specific tactics will include direct mail, paid digital media, social media, print and out-of-home advertising and various collateral materials. 

“Larksfield Place is a leader not just in the Wichita market, but nationally as evidenced by their recent ranking as one of the best CCRCs in America according to Newsweek,” said Varsity President Derek Dunham. “We are honored to partner with the team to advance Larksfield Place’s mission.” 

The goals for Varsity and Larksfield Place will be to generate qualified leads for the expansion while maintaining or exceeding 90% occupancy in the existing community. Initial strategy is focused on awareness of the expansion and priority members for the expansion. Work will run in the Wichita and McPherson, Kansas areas.

For more information about Larksfield Place visit Larksfield.org.

Scott Townsley from Trilogy Consulting knows a thing or two about critical thinking and he shared that knowledge with us recently as a Roundtable guest. In that appearance, Scott talked about how to look deeper and ask probing questions to uncover valuable and actionable insights in a presentation titled “Hero or Heretic: The Role of Critical Thinking in Marketing and Sales.” 

Here are a few key takeaways from that conversation: 

THE HERO AND THE HERETIC

Critical thinkers ask probing questions, which can either make them heroes for uncovering important truths, or heretics for challenging group assumptions. Scott described critical thinking as the practice of asking important questions that others might be too hesitant to pose. This can lead to becoming a hero for addressing crucial issues. However, it also poses the risk of becoming a heretic, as critical thinkers may uncover answers that challenge the prevailing views of the group.

LOOKING BEYOND OCCUPANCY RATES

Scott emphasized the critical importance of understanding and utilizing data beyond occupancy rates for marketing and sales in organizations. He suggested that while occupancy is frequently discussed, other valuable data often goes underutilized. By questioning and analyzing this information, and sharing insights with others, organizations can move beyond short-term fixes and take significant steps to enhance the nonprofit senior living sector. 

DATA REVEALS ACTIONABLE INSIGHTS

Scott delved into actionable metrics and critical thinking regarding occupancy issues. He highlighted that simply attributing declining occupancy to performance overlooks deeper factors. By examining data, we learned that in one particular CCRC, vacancy rates are highest in smaller units and lowest in larger ones, a correlation often missed at the board level. This insight leads to the actionable conclusion that converting small units into larger ones is essential to address occupancy challenges effectively.

CRITICAL THINKING FOR THE WIN

Critical thinking is the act of questioning assumptions and anticipating potential challenges to current advantages. Scott emphasized the discomfort inherent in challenging the status quo due to our natural confirmation bias. He advocated for seeking disconfirmation, acknowledging that what was once believed to be true may not hold under scrutiny. Actively seeking data is important and so is asking probing questions to uncover critical insights that can drive improvement in Life Plan Communities or senior living organizations. 

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, email Derek Dunham at ddunham@varsitybranding.com.

At our 42nd monthly Age-in-Place Program Roundtable earlier this month we had the pleasure of welcoming Scott Townsley of Trilogy Consulting as our guest speaker. Scott talked at length about the simple topic (but also a very big one) of potential within the Age in Place Program (also known as Continuing Care at Home or CCaH). 

Here are just four of the many highlights from that presentation: 

WHAT’S IN A NAME? (A LOT!) 

People know home care and assisted living and the perception of those services are positive. The perceptions of CCRCs and LPCs are also generally positive. But if you use the word “nursing home,” everybody knows it and almost everybody has a negative view of it.  So if the public dislikes nursing homes, and a CCaH membership prevents you from moving into a nursing home, then that’s the message! 

THE FORGOTTEN ESSENTIAL NON-CUSTOMER

The term that doesn’t get highlighted often enough is “the essential non-customer.” If the CCaH is to grow, it has to find that customer. It’s somebody who doesn’t show up to the presentation, but they’re open to messaging about CCaH options. They’re the 99.9% who might be attracted but they don’t know yet why. 

REASONS TO CELEBRATE  

“There are some serious reasons to celebrate Continuing Care at Home and Age in Place programs,” said Scott. “Wellness coordination has been so effective, it’s kept individuals – maybe thousands of individuals – from placement in a nursing home or assisted living.” 

CCaH has enabled organizations to be able to serve more broadly at home and not spend countless millions of dollars to serve the same individuals in a building on campus. 

CHANGE AND TARGET AUDIENCE

Scott noted that a lot of people within the senior living field were confident that they’d be able to change the image of senior living. But actual change isn’t easy. Scott cited a survey that found that the percentage of people who are very interested in a senior living community is around 6%. The percentage who’s interested in CCaH is closer to 12%. While both audience are relatively small, CCaH has a much bigger audience and a much better chance of getting them interested in an aging in place program. 

Visit the Trilogy Consulting website to learn more about Scott and the work that Trilogy does.