Author: Varsity Team

Occupancy is rising, development remains constrained and the first wave of baby boomers is turning 80 — forces that are quietly redefining senior living’s trajectory. The real story isn’t just momentum, it’s what the data reveals about where the market is headed next. 

On Varsity’s weekly Roundtable, Lisa McCracken, Head of Research & Analytics at the National Investment Center for Seniors Housing & Care (NIC), translated NIC’s latest research into clear signals for operators and marketers. Below are a few Fresh Perspectives from her discussion.

DEMAND FOR SENIOR LIVING OUTPACING SUPPLY GROWTH – Occupancy isn’t rising because we suddenly cracked the marketing code. It’s rising because inventory growth is at historic lows while the 80+ population accelerates. The supply-demand gap is doing heavy lifting.

90% IS THE NEW PSYCHOLOGICAL MILE MARKER

With national occupancy nearing 90 percent and record occupied units for 13–14 straight quarters, the industry is regaining confidence. Crossing that threshold signals strength — even if 91.7 percent remains the ultimate benchmark.

PENETRATION IS COMPLEX, NOT DEMOGRAPHIC

Age and income alone don’t determine market success. Cultural norms, policy, labor dynamics, ADLs and local economics all influence penetration. A one percent gain nationally would be massive — but it requires nuance, not shortcuts.

VALUE MUST BE PROVEN, NOT PRESUMED

Feeling impactful isn’t enough. Claims-based research shows residents live longer, have lower mortality and fewer hospitalizations than peers — data that strengthens positioning with payers and prospects alike.

ER VISITS TELL A STORY

Senior housing residents visit the emergency department more often, but are hospitalized less. That tension reveals both opportunity and operational blind spots — and points to the next frontier of improvement.

DEVELOPMENT IS A SLOW SWITCH

Even if capital loosens and construction starts rebound in 15–18 months, extended development timelines mean new supply won’t arrive quickly. Today’s drought could shape market dynamics for years.

DATA IS THE BRIDGE

From value-based care toolkits to expanded market coverage, NIC’s role isn’t just reporting numbers, it’s connecting silos, informing strategy and helping a small but essential sector prepare for a very big future.

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. 

Clutter isn’t about things, it’s about memory, identity and the fear of being forgotten. In our newest episode of Varsity’s podcast, Roundtable Talk, Derek sat down with Matt Paxton, nationally recognized downsizing expert and longtime host of A&E’s Hoarders, who has spent decades helping families navigate life’s toughest transitions through his company, Clutter Cleaner.

Matt shared why possessions feel like proof that we mattered, how trauma and loss often sit beneath clutter and why families must lead with love, not judgment, when starting the conversation. The following are some fresh perspectives from the conversation. Check out the full episode here. 

YOU OFTEN SAY CLUTTER IS NEVER ABOUT THE STUFF. WHAT IS IT REALLY ABOUT?

Man, it is never about the stuff. It’s always about the people and the memories attached to the stuff. It’s not about the dining room table. It’s about the people that sat at the dining room table — or more importantly, the people that don’t sit at the table anymore. When you really dig in, clutter is about loss, trauma and love. We’re trying to fill a hole left by someone who mattered to us. The stuff is just a placeholder for that story.

WHY DOES LETTING GO BECOME HARDER AS WE AGE?

It’s proof that we existed. It’s proof that we mattered. And it’s proof that they mattered. We interviewed 100 clients last year, and the number one fear was that their parents would be forgotten when they leave this planet. Think about that — people in their 70s and 80s worried their parents, gone 30 years, would be erased. That fear makes us hold on tight. The items feel like evidence that a life happened and that it meant something.

IS THERE A HEALTHY WAY FOR FAMILIES TO START THESE CONVERSATIONS BEFORE A CRISIS FORCES THEM?

Don’t talk about the mess if you can see the mess. The only time you want to talk about it is when you see it, but that’s also when emotions are highest. So you have to change the tone. Start with, “We love you.” Stress the love. Instead of “How could you live like this?” say, “Wow, you had a big family. You had a lot of love here.” It’s all caused by trauma and loss. When you lead with compassion and align on the finish line — where they’re going next — the conversation changes.

YOU DESCRIBE CLEANOUTS AS AN ARCHAEOLOGICAL DIG. WHAT DO YOU MEAN BY THAT?

It is absolutely an archaeological dig. Every house tells a story — socially, economically, emotionally. I’ve seen it change families. We found a photo of a grandmother as a young woman, and it opened up this incredible story about her being an adjunct professor at MIT and having a whole life her granddaughter never knew about. That one picture shifted how the family saw her. When you slow down and treat it as discovery instead of inconvenience, it can be the most fascinating week of your life.

Want to hear more from Matt? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

Last week, Varsity’s Roundtable was Live from Greystone’s Sales Adventure and featured  John Spooner, Co-CEO of Greystone, and Melissa Heiss, Regional Sales Manager. As guests on Varsity’s weekly Roundtable, John and Melissa shared candid insights on what it takes to build high-performing sales teams and drive sustained interest in today’s increasingly sophisticated senior living market.

From loss aversion and the “invisible cage” of comfort to the power of radical candor and personalized follow-up, the conversation explored how sales and marketing must work together to create real momentum. Below are a few Fresh Perspectives from their discussion.

LOSS AVERSION IS THE REAL COMPETITOR

Prospects aren’t just comparing communities. They’re weighing the certainty of today against the uncertainty of tomorrow. Understanding that people fear loss more than they value gain changes how we guide the conversation.

COMFORT IS THE INVISIBLE CAGE

Whether it’s a prospect resisting a move or a salesperson avoiding a tough question, comfort can quietly stall progress. Growth requires stepping outside routines before you’re forced to.

VALUE PROPOSITION IS PERSONAL, NOT UNIVERSAL

“We’ve been here 40 years” isn’t a value proposition. It’s a credential. The real work is discovering what matters to that specific prospect and aligning the message accordingly.

PRICE IS THE OBJECTION WHEN VALUE IS UNCLEAR

When we fail to connect personally relevant value, prospects default to cost. Incentives don’t replace value — they accelerate decisions once value is established.

HOSPITALITY OUTSHINES CURB APPEAL 

Landscaping matters. But energy matters more. When prospects walk in and see life happening — yoga, lectures, happy hour — they experience betterment, not just amenities.

MARK UP THE BROCHURE

Pristine collateral gets forgotten. Personalized collateral gets remembered. Circle the floor plan. Highlight the poker club. Write notes in the margins. When they pick it up weeks later, it should feel like it was made just for them.

SUSTAINED INTEREST REQUIRES INTENTIONALITY

Prospects don’t go cold. They get distracted. Breaking through requires personalization, timely follow-up and tactical persistence — from “collateral mutilation” to the Golden Email.

RADICAL CANDOR BUILDS TRUST

Seniors don’t need scripted softness. They respond to adult-to-adult conversations that are honest, direct and aligned around next steps.

MARKETING AND SALES SHOULD PUSH EACH OTHER

Innovation doesn’t happen in comfort zones. Marketing should challenge sales with smarter strategies. Sales should challenge themselves to execute better. Momentum happens when both sides lean in.

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. 

Grief is woven into the aging journey, yet in senior living it’s often the quiet undercurrent few talk about openly. Beyond the loss of a loved one, residents may be grieving a move, a change in mobility, a shift in identity or the gradual loss of independence. When those transitions go unacknowledged, they can surface in unexpected ways, from withdrawal and isolation to frustration or agitation. On Varsity’s weekly Roundtable, we explored how creative expression can offer a powerful, compassionate response to that reality.

Alison Schroeder, Creative Arts Coordinator at Goodwin Living, joined Varsity’s weekly Roundtable for an insightful conversation on how art-based programming creates space for emotion, connection and resilience. Below are a few Fresh Perspectives from her discussion.

GRIEF ISN’T JUST ABOUT DEATH, IT’S BUILT INTO THE AGING JOURNEY

From losing a spouse to losing a driver’s license, identity or mobility, grief shows up everywhere in senior living. Communities that acknowledge those quieter losses — not just bereavement — create space for deeper healing.

ART IS THE ANTIDOTE TO LOSS

Grief is about losing. Art is about creating. That shift from absence to expression restores agency, purpose and momentum, especially when so much else feels out of control.

RITUALS EXIST FOR DEATH, NOT FOR TRANSITIONS

We have funerals for loved ones, but no ceremony for stopping driving or moving to assisted living. Creative programming can become the missing ritual that helps residents process life’s unmarked transitions.

PROCESS MATTERS MORE THAN PRODUCT

In memory care and skilled nursing especially, the goal isn’t a perfect painting, it’s engagement. Like exercise, creative practice builds emotional strength even if there’s no masterpiece at the end.

CELEBRATION IS A FORM OF THERAPY

Art shows, books, talks and festivals don’t just showcase talent, they validate identity. Publicly honoring residents’ creative work transforms private struggle into shared pride.

SUPPORT CREATES BREAKTHROUGHS

Creative transformation rarely happens alone. Whether it’s interns, therapists, fellow residents or staff, community collaboration amplifies impact and turns individual expression into collective healing.

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 senior living industry is at an inflection point, shaped by rising demand, shifting expectations and rapid change across care, workforce and media. Recently on Varsity’s podcast, Roundtable Talk, Derek welcomed Kimberly Bonvissuto, content editor at McKnight’s Senior Living.  

During the discussion, Kimberly unpacks the arrival of the “silver wave,” the growing gap between senior living supply and demand and assisted living’s evolution into a more healthcare-driven model. The following are some fresh perspectives from the conversation. Check out the full episode here. 

MCKNIGHT SENIOR LIVING IS ONE OF THE INDUSTRY’S MOST RESPECTED PUBLICATIONS. WHEN YOU LOOK AT SENIOR LIVING TODAY, WHAT STORYLINES FEEL MOST IMPORTANT FOR OUR INDUSTRY?

I’d say the silver wave is finally here. The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now. According to NIC MAP, development rates are meeting only 25% of the pace necessary to sustain demand. Assisted living is also becoming more of a healthcare setting, and the increasing use of technology and AI is another hot topic.

WHAT’S A TREND THAT YOU THINK THE INDUSTRY IS OVERREACTING TO, AND ONE THAT’S NOT GETTING ENOUGH ATTENTION?

Going back to AI, it’s a hot topic right now, but providers need to be careful that the tech they adopt will solve the issues they’re facing. They shouldn’t be tempted by the shiny object. Not paying enough attention? Solo agers and the middle market. If providers don’t address the middle market, they’re leaving a big opportunity and money on the table.

WHAT ARE SOME OF THE MORE DRAMATIC CHANGES YOU’VE SEEN IN MEDIA ACROSS YOUR CAREER?

Social media has had a major impact on journalism, good and bad. What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system. The rise of AI is also impacting journalism. But the bigger problem is the dramatic drop in trust and negative attention to mainstream media, which I find shocking and concerning.

HOW MUCH OF YOUR COVERAGE COMES FROM PITCHES VERSUS YOUR OWN IDEAS?

I would actually say it’s pretty equal. A good part of my morning every day is spent reading through email pitches and combing through websites for today’s news and going to associations. So it’s kind of a toss up.

WHAT MAKES A PITCH STAND OUT?

We have to write three stories a day, five days a week. I don’t have time to read through a long, drawn out pitch before I get to what you’re actually pitching. Get to the point right away. I prefer a quick email with a couple sentences and bullet points. And sometimes I get pitched one thing, but I take the story in a completely different direction.

WHAT DO YOU WISH PR TEAMS INCLUDED UPFRONT?

If you’re going to send me something under embargo, have someone available to talk about it immediately. Don’t tell me you’ll get back to me in a week or two. I’m either going to run with what you sent me or I’m going to move on. If you’re not ready, don’t send it.

HOW CAN PROVIDERS BUILD REAL RELATIONSHIPS WITH REPORTERS?

Be responsive. Virtually everyone is going to have an incident that draws negative attention. It’s okay to say you can’t comment, especially on pending litigation. Even better, talk about initiating an internal investigation. Create a statement you can share widely. If I know I can trust you to give me background, I can determine whether it’s truly worth pursuing.

Want to hear more from Kimberly? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

The biggest growth opportunity in senior living isn’t at the luxury end of the market — it’s in the middle. As affordability pressures rise and expectations evolve, more older adults are looking for options that feel intentional, flexible and human, without the price tag or tradeoffs of traditional models. Yet much of the industry still isn’t designed to meet them where they are.

That tension was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Matt Thornhill of Cozy Home Community for a thoughtful discussion on rethinking senior living for the middle market. Below are a few Fresh Perspectives from his discussion.

PEOPLE DON’T WANT “SENIOR LIVING,” THEY WANT A BETTER NEXT CHAPTER

Most older adults delay moving because today’s options feel like a concession, not a choice. Communities that position themselves as proactive lifestyle upgrades — not reactive care solutions — unlock demand years earlier.

CONTROL BEATS INDEPENDENCE EVERY TIME

Boomers aren’t clinging to independence, they’re protecting agency. Rigid schedules, programmed fun, and institutional rhythms erode appeal. The future belongs to models that let residents pilot their own day while still offering support.

THE ‘FORGOTTEN MIDDLE’ IS A DESIGN PROBLEM, NOT JUST A FINANCIAL ONE 

Middle-market senior living doesn’t fail because of demand — it fails because it’s designed like scaled-down luxury or dressed-up affordability. Right-sized homes, shared resources, and smarter delivery models solve more than subsidies ever will.

COMMUNITY DOESN’T HAPPEN BY ACCIDENT, IT HAS TO BE ENGINEERED

Porches that face inward, smaller clusters, shared pavilions, and intentional onboarding tools all do the heavy lifting. If connection is left to chance, isolation wins. Design is the first community manager.

OWNERSHIP ISN’T THE GOAL, FLEXIBILITY IS

Whether rental or ownership, what matters is removing friction and risk. Nonprofit-owned, rental-first models lower the barrier to entry while still delivering stability, dignity, and real “home” energy.

SERVICES SCALE WHEN PEOPLE CLUSTER

Aggregating residents makes care coordination, wellness services, and even meals more affordable and efficient. Senior living delivered as a service, not a destination, flips the cost equation and expands access.

THE NEXT WAVE OF SENIOR LIVING WILL BORROW FROM EVERYWHERE ELSE

Universities, churches, municipalities, and healthcare systems aren’t competitors — they’re partners. Adaptive reuse, shared land, and co-branded ecosystems will drive growth faster than standalone campuses ever could.

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. 

A 93-year-old William Shatner stealing the spotlight in a Super Bowl commercial for Raisin Bran. A Toyota spot built around a quiet, emotional bond between a grandfather and his grandson. Before a single kickoff, this year’s Big Game ads are already sending a clear signal: aging isn’t being sidelined, it’s being centered. (The ads are also being tracked for America’s votes on Pavone Group’s national commercial poll, SpotBowl.) 

For senior living and aging services brands, that matters. These moments reflect a broader shift in how older adults are portrayed in culture. Not as an afterthought, but as vibrant, relevant and emotionally rich. To unpack what this means for marketers, we sat down with Robinson Smith, Varsity’s Executive Creative Director, to talk about Super Bowl advertising, representation and what brands still get wrong (and right) when marketing to older adults.

WHAT STANDS OUT TO YOU ABOUT SEEING WILLIAM SHATNER IN A SUPER BOWL AD AT 93?

It’s powerful because it’s normal. Shatner isn’t presented as fragile or inspirational, he’s just himself. Confident, funny, present. That’s what resonates. Older adults don’t want to be portrayed as exceptions or symbols. They want to see themselves as relevant participants in culture, not footnotes. That spot works because it doesn’t make age the punchline, it makes presence the point.

THE TOYOTA SPOT FOCUSES ON A GRANDFATHER AND GRANDSON. WHY DOES THAT KIND OF STORYTELLING WORK SO WELL?

Because it’s relational, not transactional. It’s not about age or features or milestone, it’s about connection. Those stories cut across generations. For senior living brands, that’s a reminder that we’re not just marketing to residents, we’re marketing to families. When you show aging as part of a shared story, not a separate one, people lean in emotionally.

WHAT DO SUPER BOWL ADS GET RIGHT ABOUT AGING THAT SENIOR LIVING MARKETING SOMETIMES MISSES?

They show life, not logistics. Super Bowl ads lead with emotion, personality and humanity. Senior living marketing often leads with amenities, floor plans and checklists. Older adults don’t wake up thinking about square footage. They think about purpose, connection and independence. The ads that work understand that, and trust the audience to feel first, then rationalize.

IS HUMOR STILL EFFECTIVE WHEN MARKETING TO OLDER ADULTS?

Absolutely! Older adults have a great sense of humor, especially about themselves. What doesn’t work is humor that talks down or relies on stereotypes. The best humor invites them in. It says, “You’re in on the joke.” Many Super Bowl advertisers understand that nuance better than most categories.

WHAT’S THE BIGGEST MISTAKE BRANDS MAKE WHEN TRYING TO BE ‘AGE-INCLUSIVE’?

They overcorrect. They either avoid age entirely or lean so hard into “senior” cues that it becomes limiting. Age-inclusive doesn’t mean ageless. It means being honest. Show real people, real energy, real complexity.

WHAT SHOULD SENIOR LIVING MARKETERS TAKE AWAY FROM THIS YEAR’S SUPER BOWL ADS?

That culture is giving us permission to evolve. The audience is ready. Families are ready. Older adults are already there. The brands that win won’t try to look younger, they’ll try to look more human. That’s the opportunity and it’s a big one.

The fastest-growing digital audience isn’t Gen Z, it’s older adults who helped build the internet and now expect technology to work for them. As more consumers age online, the gap between how brands market and how older adults actually engage continues to widen, and the brands that close it will win attention, trust, and loyalty.

That was the focus of Varsity’s weekly Roundtable, where we welcomed Ginna Baik, Director of AgeTech at AOL, for a timely conversation on marketing to the OG’s of the internet. 

Drawing on nearly 16 years in age tech and her recent consumer-focused work, Ginna challenged common misconceptions about older adults and shared what truly resonates, from age-inclusive brand cues to integrated technology that removes friction and supports independence and connection. Below are a few Fresh Perspectives from her discussion.

DON’T AGE THE BRAND BY TRYING TO LOOK “SENIOR” 

Older adults don’t see themselves as old, and brands that lean into dated visuals, language, or stereotypes immediately lose relevance. Marketing that overemphasizes amenities, gray hair, or dependency unintentionally signals decline instead of vitality.

THE FASTEST-GROWING DIGITAL AUDIENCE IS ALREADY ONLINE — AND THEY EXPECT MORE 

The OGs of the internet were early tech adopters and now expect digital experiences to be intuitive, useful, and human. Treating technology as an add-on rather than a core lifestyle enabler creates friction and erodes trust.

ACTIVE AGERS CARE MORE ABOUT LIFESTYLE THAN AMENITIES 

Patios, fountains, and floor plans don’t sell the future. Longevity, wellness, independence, and connection do. Amenities matter, but only when they’re framed as tools that support how people want to live.

TECHNOLOGY SHOULD BE INTEGRATED, NOT CHECKED OFF 

A “technology page” isn’t a strategy. Smart homes, voice tools, and automation only create value when they’re woven into everyday life, workflows, and storytelling — not treated as a feature list.

AI IS VALUABLE WHEN IT REMOVES FRICTION, NOT WHEN IT ADDS FLASH 

The real promise of AI isn’t novelty, it’s optimization. When applied correctly, AI reduces manual work, supports staff, and improves outcomes — freeing people to focus on care, connection, and experience.

THE FUTURE OF SENIOR LIVING EXTENDS BEYOND THE COMMUNITY WALLS 

With the vast majority of older adults aging at home, growth depends on hybrid models, partnerships, and services that reach into the home. The opportunity isn’t just move-ins, it’s relevance.

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. 

Retirement isn’t a finish line. For today’s older adults, it’s a transition into a new phase defined less by rest and more by meaning. As people live longer, stay healthier and remain mentally engaged well into later life, retirement is being redefined as an opportunity to contribute, create and stay connected.

Across the senior living and aging services landscape, one thing is clear: today’s seniors don’t see themselves as “slowing down.” They see themselves as redirecting energy toward what matters most.

FROM CAREERS TO SECOND ACTS

Many retirees are pursuing second careers, consulting roles, or entrepreneurial projects that allow them to apply decades of experience without the rigidity of full-time work. Others are investing time in volunteering, mentoring younger generations, or supporting causes they care deeply about.

Research consistently shows that older adults who engage in purposeful activity experience higher levels of life satisfaction, emotional well-being, and cognitive health. Purpose-driven aging isn’t just aspirational, it’s foundational to longevity and quality of life. For senior living communities, this means residents aren’t just looking for amenities; they’re looking for opportunities to stay useful, valued, and engaged.

CREATIVITY, CONNECTION, AND CONTRIBUTION

Creative pursuits are also playing a major role in redefining retirement. Writing, art, music, teaching, and community leadership give older adults new ways to express themselves and stay socially connected. These activities foster identity and belonging, two things that become increasingly important with age.

Technology has accelerated this shift. Virtual learning platforms, remote work, and online communities make it easier for seniors to stay active and involved, regardless of physical location. This challenges outdated assumptions about technology adoption and reinforces the need for senior living marketing to reflect reality, not stereotypes.

WHAT THIS MEANS FOR SENIOR LIVING MARKETERS

For marketers, the implications are significant. Messaging centered on “taking it easy” or retreating from life often misses the mark. Today’s older adults respond more strongly to narratives about growth, autonomy, purpose and contribution.

Senior living marketing strategies should highlight real resident stories, meaningful programs, and opportunities for engagement beyond leisure. Show how communities support second acts, lifelong learning, volunteering, and creativity. When brands align with how seniors see themselves, trust builds faster, with residents and their families alike.

Redefining retirement isn’t about rejecting leisure. It’s about expanding what retirement can be. And the communities that recognize this shift are better positioned to connect, convert, and create long-term value.

VARSITY’S VIEWPOINT

Today’s seniors aren’t stepping back from life, they’re stepping into what’s next. Marketers should move beyond passive retirement messaging and spotlight purpose, contribution, and growth. Authentic storytelling around real engagement is what drives relevance, trust, and meaningful connection.

Growth in senior living isn’t being held back by a lack of technology, it’s being strained by how that technology is used. As automation accelerates, many organizations are discovering that more outreach doesn’t automatically lead to more trust, more engagement or more move-ins. The real challenge is learning how to balance speed and scale with empathy, intention and human connection.

That tension was at the center of Varsity’s weekly Roundtable, which featured Lucas Hayes, founder and former President and CEO of Enquire. Drawing from his experience building one of the most widely adopted CRM and engagement platforms in senior living, Lucas shared why today’s growth strategies must shift from volume-driven tactics to trust-centered conversations. Below are a few Fresh Perspectives from his discussion.

THE REAL GROWTH PARADOX IS TOO MUCH AUTOMATION, NOT TOO LITTLE

AI has accelerated outreach, but more messages, more emails and more calls don’t translate to more move-ins. Excessive automation creates digital noise that overwhelms prospects at the exact moment they need clarity, calm and human reassurance.

AN INQUIRY IS A TRUST EVENT, NOT A LEAD EVENT

Most prospects reach out during moments of fear, guilt, health decline or caregiver burnout. That first interaction isn’t about speed or scripting, it’s about earning trust when emotions are high and decisions feel heavy.

INTENTIONAL CONVERSATIONS OUTPERFORM HIGH CALL VOLUME EVERY TIME

“Spray and pray” outreach has proven ineffective in senior living. Fewer, better conversations rooted in listening, personalization and curiosity create stronger momentum than aggressive call frequency or scripted pitching.

THE PHONE IS COMING BACK, BUT NOT THE WAY IT USED TO

Voice engagement is regaining importance because it signals real commitment and care. The future isn’t AI-powered robo-calls, it’s human conversations supported by automation that handles transcription, follow-ups and CRM documentation behind the scenes.

FACE-TO-FACE STILL CLOSES, BUT EMOTION DOES THE SELLING

Digital research and phone calls set the stage, but in-person tours remain the highest-converting step. Tours should be treated as emotional experiences that provide peace of mind, not feature-driven walkthroughs of amenities.

THE MOST IMPORTANT SALES METRICS ARE HARDER TO MEASURE, BUT MATTER MORE

Speed and volume still have value, but quality, clarity and anxiety reduction are what truly move prospects forward. Rethinking incentives around these person-centered outcomes is essential in a more human-centered sales era.

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.