Author: Varsity Team

This week’s Roundtable spotlighted Varsity Media Director Jeremy Freeman, who offered a fresh, practical take on how a full funnel media strategy can help communities generate not just more leads, but better ones. 

Jeremy broke down the realities of today’s fragmented media landscape, emphasizing that success doesn’t come from chasing the latest trend or relying on one magic bullet. Instead, it’s about thoughtful layering: building awareness, nurturing interest, and creating enough touchpoints to guide the right people from curious to committed. With clear, real-world examples and data-backed advice, he showed how effective media planning bridges the gap between brand visibility and actual move-ins.

Media strategy isn’t static, it’s a living, learning process. And when done right, it can be one of your most powerful tools for driving measurable results.

MULTI-CHANNEL MARKETING ISN’T OPTIONAL—IT’S ESSENTIAL

Gone are the days when a single channel could drive results. Today’s media landscape requires layered strategies that span TV, digital, direct mail, and more. When done right, this surround-sound approach leads to significantly higher lead quality and conversion.

MEDIA STRATEGY STARTS WITH THE MOVE-IN

Effective planning begins at the end—understanding who your residents are and how they got there. By reverse-engineering the journey, communities can identify which channels and messages work best at every stage, from awareness to action.

EVERY TOUCHPOINT MUST DO DOUBLE DUTY

Branding and lead generation aren’t separate goals, they work together. Whether it’s a video ad or direct mail piece, each message should build brand familiarity and drive the next step, like a form fill, RSVP, or website visit.

OLD MEDIA STILL WORKS—JUST USE IT STRATEGICALLY

TV, radio, print, and direct mail haven’t been replaced, they’ve been joined by digital. These channels still spark awareness and trust, especially in older audiences. Smart marketers blend formats based on message type, frequency needs, and budget.

YOUR CRM IS THE REAL SOURCE OF TRUTH

Forget gut feelings, data should drive your media decisions. UTM tracking and CRM integration reveal which channels actually deliver quality leads. That insight helps refine strategies, allocate budgets, and avoid wasting time on what doesn’t work.

STAY VISIBLE, EVEN WHEN TIMES ARE TOUGH

During downturns, the instinct may be to pull back, but staying present keeps your brand top of mind. Even low-level spending helps preserve awareness, while competitors who go dark struggle to recover when the market rebounds.

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’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 most recent Roundtable, we were joined by Andy Edeburn, Managing Partner of Elder Dynamics, for a fast-paced, insight-rich conversation about the future of aging services. 

With decades of experience and a finger firmly on the pulse of industry trends, Andy walked us through the demographic, economic, technological, and cultural forces that are reshaping senior living. From the looming surge of older adults to the rising power of managed care and AI, his message was clear: the status quo won’t hold. Providers that want to remain competitive must be bold, strategic, and willing to rethink how they serve tomorrow’s older adults—starting now.

THE CUSTOMER WAVE IS A STRATEGIC WAKE-UP CALL

The aging population isn’t just growing—it’s surging. With tens of thousands of boomers turning 80 every day by the 2030s, this isn’t a temporary spike. It’s a century-long trend that demands scalable, future-ready solutions—not short-term fixes.

EXPERIENCE BEATS AMENITIES EVERY TIME

Today’s seniors—and their adult children—aren’t impressed by billiard tables or woodshops. They want a lifestyle that reflects purpose, health, and connection. Providers must shift from offering amenities to designing meaningful, personalized aging experiences.

THE MIDDLE MARKET IS THE NEXT GREAT DISRUPTOR

A massive segment of middle-income older adults is emerging—too wealthy for subsidies, too strapped for private-pay options. Serving them isn’t just a social imperative, it’s a business opportunity waiting to be claimed by creative, cost-effective models.

PROACTIVE CARE IS THE NEW POWER MOVE

Chronic conditions are the rule, not the exception. Organizations that prioritize early identification, care coordination, and healthspan improvement will own the future. It’s not about treating illness—it’s about managing wellness before crisis hits.

DIGITAL TRANSFORMATION ISN’T OPTIONAL—IT’S THE PLAYBOOK

AI, automation, and data-driven personalization aren’t “nice to have.” They’re becoming core to marketing, operations, and engagement. If you’re still using callback sheets, you’re competing with machines that work 24/7. Time to upgrade.

SCALE + CULTURE = THE NEW COMPETITIVE EDGE

Growth through mergers and affiliations isn’t just about size—it’s about efficiency, diversity, and resilience. But legacy nonprofits must move faster, shed outdated assumptions, and position their values with data-driven clarity to stay competitive.

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’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. 

As today’s older adults seek more autonomy, flexibility, and ease in daily life, concierge services are emerging as a powerful differentiator in senior living, and few understand that better than Hersh Fernandes, CEO and co-founder of Dorvie. 

In a recent Roundtable, Hersh discussed how simplifying everyday tasks for residents isn’t just a value-add, it’s a strategic sales and marketing advantage. Dorvie’s platform, which blends human-centered service with smart tech, is proving that concierge support can drive occupancy, ease move-ins, and free up internal teams to focus on what matters most.

A CONCIERGE IS MORE THAN A SERVICE, IT’S A STRATEGIC ADVANTAGE

Dorvie isn’t just a convenience tool; it’s a meaningful differentiator that supports sales, operations, and resident satisfaction. By streamlining life’s logistics, it becomes a powerful asset in converting leads and improving the move-in experience.

EFFICIENCY IS BUILT THROUGH HUMAN CONNECTION

Rather than a self-serve app or automated interface, Dorvie pairs members with real concierges. That human touch doesn’t just feel better, it leads to smoother logistics, quicker issue resolution, and stronger engagement.

TECH + TRUST = SCALABLE CARE

Dorvie blends technology with real human service to deliver scalable, trusted support. With a national vendor network and real-time dashboards, the model proves that you can maintain high standards even at scale.

STAFF AUGMENTATION THAT EMPOWERS, NOT REPLACES

Dorvie doesn’t replace in-house teams, it helps them. By taking non-core tasks off their plate, internal staff can focus on higher-value work without burning out or overextending themselves.

SERVICE FLEXIBILITY DOESN’T MEAN LACK OF STRUCTURE

While Dorvie is flexible about which resident groups receive services, it’s not an à la carte, opt-in model. This ensures cost-efficiency without sacrificing individual choice. Residents can still say “yes” or “no” to specific services offered.

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 a powerful and timely conversation with Christopher Ridenhour, President & CEO of Inspired2Results!, 

Christopher challenged us to rethink what it really means to build inclusive communities. Rather than focusing on checklists or corporate initiatives, he encouraged attendees to start with the basics: human connection, daily intention, and a genuine commitment to valuing the voices and experiences of everyone in a community—residents, team members, and leadership alike.

INCLUSION STARTS WITH SMALL, DAILY ACTIONS

You don’t need a formal initiative to build an inclusive culture. Simple moments, like showing interest in someone’s story, lay the groundwork for trust and connection across teams.

VALUE AND APPRECIATION ARE UNIVERSAL CURRENCIES

Diversity goes beyond race or background, it’s about honoring experiences and perspectives. When people feel valued, they’re more likely to contribute meaningfully.

IF YOU’RE NOT FILLED, YOU CAN’T FUEL OTHERS

Like a battery without charge, people can’t energize their teams if they’re drained themselves. Authenticity and care must be practiced—not just preached—to create culture that lasts.

DON’T DIY DEI—IT TAKES REAL COURAGE AND SUPPORT

Doing the work of inclusion alone often leads to burnout or stalled progress. Creating real psychological safety takes shared effort, consistent leadership, and a willingness to lean into discomfort.

RELATIONSHIPS BUILD THE BRIDGE TO BELONGING

When there’s equity and trust in a relationship, there’s space for honesty, growth and even grace when mistakes happen. Connection makes inclusion real.

START WITH ONE BITE-SIZED GOAL

Instead of trying to fix everything at once, focus on a small, meaningful step. Whether it’s changing how you run a meeting or reaching out to a colleague, action builds momentum.

Recently on Varsity’s podcast, Roundtable Talk, we sat down with Marvell Adams, Jr., a longtime leader in aging services and the founder of W. Lawson, a consulting firm focused on equity and inclusion. He also serves as CEO of Caregiver Action Network, supporting millions of unpaid family caregivers across the country.

Marvell shared how the Longevity and Inclusion Alliance Fellows Program helps leaders embed belonging into aging services. He also discussed the emotional realities of caregiving, the importance of succession planning, and why the future of senior living must be more inclusive, intergenerational, and community-connected.

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

WHAT DOES THE LONGEVITY AND INCLUSION ALLIANCE FELLOWS PROGRAM DO AND WHAT INSPIRED YOU TO CREATE IT?

The mission is to provide leaders throughout our space the support, the courage, and the guidance to lead more inclusively. The Fellows Program is an immersive, all-virtual series of five sessions. Our objective is to provide a safe space for people to really not only be vulnerable, but to learn and grow about being more inclusive and how to really create communities of inclusion and belonging.

HOW DO YOU DEFINE DIVERSITY, EQUITY, AND INCLUSION AND WHAT IMPACT ARE YOU TRYING TO MAKE?

Inclusion is a feeling. You can’t just measure it. It comes from a safe space where people feel they can be their whole selves. Equity is about outcomes and being treated fairly and having the same access to benefits, to information, and to upward mobility. Diversity is a choice. Unless those in leadership make the courageous step to create it, diversity won’t show up.

WHAT ROLE DO FAMILY CAREGIVERS PLAY, AND WHAT ARE THEIR BIGGEST NEEDS?

There are over 105 million family caregivers in the U.S., and many don’t even identify themselves as such. What we try to do at Caregiver Action Network is meet them where they are, whether it’s someone supporting a loved one through cancer or just having a bad mental health day. But we always remind caregivers: you can’t pour from an empty cup.

HOW CAN SENIOR LIVING PROVIDERS BETTER SUPPORT CAREGIVERS—EVEN THOSE OUTSIDE THEIR COMMUNITIES?

Most communities have space, so invite caregivers in. Whether it’s a Zoom group for long-distance family or an in-person support group, we need to let caregivers know they are seen. That infrastructure of supporting caregivers is not just retention, it’s recruitment. People will say, “This community gets me.”

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. 

What if the future of aging isn’t tied to a physical place, but to the strength of a community? That’s the guiding vision behind the Village Movement, now celebrating its 25th anniversary. 

Barbara Sullivan, National Director of the Village to Village Network, joined Varsity’s weekly Roundtable to explore how this grassroots model is reshaping the aging experience across the country. Villages empower older adults to remain in their homes, stay socially connected, and access critical support, all through member-driven networks that reflect the values and needs of their local communities.

AGING IN PLACE IS A MIDDLE-INCOME SOLUTION, NOT JUST A LUXURY

The village model was created to serve those caught in the “missing middle”—people who aren’t wealthy enough for private care but don’t qualify for public support. It’s a practical, community-driven way to age at home affordably.

THERE’S NO ONE-SIZE-FITS-ALL VILLAGE—AND THAT’S A STRENGTH

Every village looks different because every community is different. From small social groups in urban neighborhoods to multi-thousand-member networks with staff and partnerships, villages flex to meet local needs.

PARTNERSHIPS BEAT SILOS—ESPECIALLY AFTER COVID

Villages are discovering new strength through collaboration with senior centers, housing providers, care organizations, and even Medicare Advantage pilots. The more they partner, the stronger their impact.

VOLUNTEER-FIRST DOESN’T MEAN UNDER-RESOURCED

Villages may be grassroots, but that doesn’t mean disorganized. Many have boards, staff, or structured partnerships, all while keeping volunteers at the core of their mission and services.

TECHNOLOGY ISN’T A BARRIER—IT’S A BRIDGE

COVID proved older adults can adapt. Villages that helped members use smartphones and telehealth tools saw lasting benefits in independence, connection, and care coordination.

DATA IS THE NEXT FRONTIER FOR GROWTH

With no major study since 2015, the new Village Impact Project aims to capture who’s being served, how, and where. That data will be key to shaping the movement’s next 25 years.

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.