Author: Varsity Team

The way people think about aging doesn’t just shape attitudes — it shapes choices, behaviors and well-being. For senior living marketers and sales leaders, that means the words, images and subtle cues used every day can either reinforce tired stereotypes or support a more confident, age-positive view of later life.

That was the focus of a recent conversation on Varsity’s weekly Roundtable with Jennifer Smith, Director of Research at Mather Institute. Jennifer shared research on where views on aging come from, how they change over time and how they impact health and life satisfaction, with insights from Mather Institute’s Age Well Study along the way. Below are a few Fresh Perspectives from her discussion.

AGING PERCEPTIONS AREN’T FIXED — THEY’RE BUILT OVER A LIFETIME

Views on aging don’t suddenly appear in adulthood. They’re shaped slowly through childhood interactions, media cues and cultural messaging. If we want to shift perceptions, we must start by understanding the long runway that formed them.

POSITIVE VIEWS OF AGING ARE A HEALTH INTERVENTION, NOT JUST A MINDSET

The data was striking: people with positive views on aging live longer, stay healthier and even show stronger brain markers. Perception isn’t fluff, it’s a measurable health predictor on par with lifestyle habits.

EVERYDAY AGEISM IS SUBTLE BUT HARMFUL

Most people think of ageism in terms of hiring bias or medical dismissal, but subtle daily moments (“you look great for your age,” “senior moment”) chip away at confidence and reinforce decline narratives.  

REPRESENTATION ISN’T JUST ABOUT VISIBILITY — IT’S ABOUT HOW OLDER ADULTS ARE SHOWN

Underrepresentation in media is only half the story. When older adults are shown, they’re disproportionately portrayed negatively. Progress is happening — AARP and Getty’s work, Dove’s campaigns — but the real opportunity is reframing aging as active, varied and fully human.

INTERGENERATIONAL CONTACT BREAKS STEREOTYPES

Programs that bring generations together do more than feel good, they reduce reliance on stereotypes and help recalibrate what “normal aging” actually looks like. Experience beats assumption every time.

THE LANGUAGE WE USE QUIETLY STEERS ATTITUDES AND BEHAVIORS

From calling someone “still active” to defaulting to “senior,” words send signals. Being intentional — using age ranges, avoiding diminishing qualifiers, and modeling respectful phrasing — shapes culture. And yes, Google search reality still matters, which means communities need to balance ideal language with discoverable language.

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 following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

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When Margaret toured the community, she wasn’t looking for a swimming pool or a dining venue. She was searching for something she couldn’t quite name — a place that felt alive.

“I don’t want to just move somewhere,” she said. “I want to belong somewhere.”

That line stopped me cold. Because in those few words, Margaret captured the emotional core of every senior living decision. Beneath the surface questions about cost, care, or square footage lies something deeper: What will this next chapter make possible?

From Transaction to Transformation

For years, our industry has measured success by occupancy numbers, conversions, and closing ratios. But older adults aren’t just customers — they’re people navigating one of life’s most personal transitions.

Today’s generation doesn’t want to be sold a lifestyle; they want to be guided toward a renewed sense of purpose, belonging, and vitality. That shift — from selling units to guiding journeys — changes everything. It calls us to approach marketing not as persuasion, but as partnership.

Start with Empathy

Guiding begins with listening. It’s about asking deeper questions:

• What does thriving look like for you now?
• What do you still want to contribute or experience?
• What would make this move feel meaningful — not just comfortable?

When we pause long enough to hear the story behind the inquiry, we stop trying to fill vacancies and start helping people envision a future they can believe in. That’s when trust forms — and when connection turns into commitment.

Purpose Is the New Differentiator

Amenities can be copied. Purpose cannot. Communities that help residents connect their gifts and passions to something larger than themselves stand out in a crowded marketplace. They become places where:

• Residents lead, not just attend.
• Marketing highlights impact, not just activities.
• Staff speak the language of mission, not just service.

When marketing reflects that kind of authenticity, it attracts more than prospects. It inspires teams and reminds everyone why this work matters.

A New Kind of Conversation

The next time you sit down with a prospective resident, listen not for what they want, but for who they’re becoming. Because what we’re really offering isn’t just a new address — it’s a new beginning. We’re not helping people move in; we’re helping them move forward.

Closing Thought

Selling fills units.
Guiding changes lives.

When we reframe our role from closing deals to opening doors of purpose, we honor both the people we serve and the calling behind this work. That’s what finishing strong looks like — for residents, and for all of us who serve them.

About the Author

Larry Carlson is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

Culture doesn’t burn out overnight, it leaks energy through small breakdowns in communication, trust, and everyday civility. On Varsity’s podcast, Roundtable Talk, Derek sat down with Kathy Parry, a corporate energy expert who helps senior living organizations strengthen culture, recharge teams, and reignite purpose.

In their conversation, Derek and Kathy discussed the difference between morale and energy, the early warning signs of a team running out of gas and how leaders’ personal energy sets the tone for the entire culture.

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

HOW WOULD YOU DESCRIBE THE WORK YOU DO AS A CORPORATE ENERGY EXPERT?

I chose the term energy because the work I do revolves around culture and how a culture stays energized. Energy is a great way to describe what it feels like to be on a team. You know when you’re on an energized team and you know when you’re not. Culture should feel energized.

WHAT’S THE DIFFERENCE BETWEEN ENERGY AND MORALE?

Morale is a little bit narrow. Energy permeates all parts of the culture. You can have a bad morale day, but energy is what gets things done. It means things are firing on all the right pistons.

WHAT ARE THE MOST COMMON SIGNS YOU SEE OF A LEADERSHIP TEAM RUNNING OUT OF ENERGY?

You see people showing up late, leaving teams, and poor communication is one of the first signs. When teams don’t feel transparency, energy breaks down quickly. Civility issues, burnout and physical exhaustion from being short staffed can all drain a team’s energy.

HOW DOES A LEADER’S PERSONAL ENERGY IMPACT THE OVERALL CULTURE?

There’s a definite trickle-down effect. You feel a leader’s energy right away. If a leader is burned out or stressed, they’re not showing up as their best self. How a leader shows up directly affects how the team shows up.

WHAT TACTICS HAVE YOU FOUND MOST EFFECTIVE IN HELPING LEADERSHIP TEAMS POWER UP?

Clear, concise communication sounds basic, but it’s critical. When people don’t get answers, they create their own information and that’s where gossip starts. Teams need to know how to get information, where it comes from, and that they can trust it.

Want to hear more from Kathy? 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.

AI has officially moved past being a copy assistant and into becoming a full creative studio and operational sidekick. That was the theme Zack Collevechio of WildFig explored as a guest on Varsity’s weekly Roundtable.

From practical demos using Google Gemini to real-world applications like lead nurture, review responses, ad optimization, and market scanning, Zack emphasized that the winning approach is focused scope, clear process, and privacy-forward habits that minimize data exposure instead of relying on disclaimers. Below are a few Fresh Perspectives from his discussion.

AI IS NOW A CREATIVE STUDIO, NOT JUST A WRITING TOOL

The “six fingers” era is fading fast. Text-to-image, image editing, and even audio+video generation are now good enough for real marketing iteration, which changes speed, budget, and expectations.

CONSISTENCY IS THE REAL BREAKTHROUGH

The headline isn’t that AI can generate a pretty image, it’s that it can make one precise change without “drifting” the faces, background, or composition. That unlocks fast A/B testing and brand-safe variations at scale.

THINK “MICRO-AGENTS,” NOT “HANDLE MY BUSINESS”

The most reliable agentic setups are narrowly scoped roles (lead nurture, review response, lead scoring) with clear guardrails and handoffs, instead of one generalist bot that wanders.

AGENTS ARE JUNIOR STAFF WHO NEED SOPs AND OFFRAMPS

If you wouldn’t assign a task without context, rules, and escalation paths, don’t do it with AI. Give it the right data, define approval steps, and tell it what to do when it gets stuck.

SCHEDULED COMPETITOR CHECKS ARE A LOW-RISK ONRAMP TO AGENTIC WORKFLOWS

Weekly or monthly “scan the market and report back” is a practical first use case because it’s repetitive, measurable, and doesn’t require PHI or high-stakes decisioning.

PRIVACY IS A STRATEGY, NOT A DISCLAIMER

“Read the docs” is step one, but the real protection is minimizing data exposure: obfuscate personal details, separate PHI from prompts, and set internal policies so AI doesn’t quietly become an ungoverned workflow.

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. 

When a senior living community embraces healthcare as part of its brand—not something to distance itself from—it unlocks a competitive advantage many organizations overlook. That idea set the tone for this week’s conversation on Varsity’s weekly Roundtable, where we were joined by Michael Whitlow, VP of Sales & Marketing Services at Greystone Communities.

Michael offered a candid look at what it really takes to market the healthcare end of the continuum, from building trust through honest guidance to strengthening referral partnerships and owning your role as the local expert. Below are a few Fresh Perspectives from his discussion.

BE THE EXPERT, EVEN WHEN THE ANSWER IS “NOT HERE”

Recommendation is part of the job, even if that means sending a family somewhere else. Guiding people to the right fit builds long-term credibility, reputation and referrals that no ad campaign can buy.

OUTREACH IS A DISCIPLINE, NOT A PERSONALITY TYPE

The best outreach pros aren’t the chattiest, they’re the most consistent. Give the role to someone methodical, organized and scheduled for at least two solid days a week — and watch partnerships, not just “activity,” grow.

MAKE STORYTELLING YOUR MOST VALUABLE SERVICE LINE

Video testimonials, resident ambassadors and even stories from those who’ve passed on are powerful tools to humanize healthcare. Done thoughtfully, these narratives soften fear, honor lives and make the continuum feel like a promise, not a threat.

DON’T LET STAR RATINGS DO ALL THE TALKING

A CMS rating can make or break hospital networks, but it’s not the whole story for families. Celebrate the five stars, but also equip your team to explain the dips, put them in context and reassure partners that quality — not just a score — is being managed.

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 following is a guest blog entry from Larry Carlson. Larry is an advisor, board member, and author of Avandell: Reimagining the Dementia Experience. A longtime CEO in senior living, he now writes and speaks about helping older adults finish strong — living with purpose, vitality, and impact in their third age.

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Dave slid into the booth across from me at a diner just off the interstate. He wrapped his hands around the coffee mug, stared at it for a long moment, and finally said, “I thought retirement would feel free. But most days… I just feel numb.”

I set down my fork and asked, “What’s going on?” “It’s not money,” he said. “We’re fine there. It’s just… I’ve drifted into a routine. Golf. TV. A few volunteer things here and there. But it feels like I’m just filling time — not really living it.”

That conversation has stayed with me for years because Dave’s story is not unusual. In fact, it’s a warning. Many people enter their later years expecting a sense of freedom but instead discover the subtle pull of drift. That quiet drift — the slow slide into comfort without real purpose — is what I call coasting. It’s the opposite of finishing strong.

WHY THIS MATTERS IN OUR FIELD

If you work in senior living, you see this reality every day. Many older adults enter a new chapter of life without a clear sense of purpose. They’ve achieved career milestones, raised families, and handled responsibilities… but now they’re unsure what comes next. As marketing and sales professionals, you’re not just presenting floorplans and amenities. You’re often the first person who can help them see the possibility of a meaningful next chapter.

THE HEART OF FINISHING STRONG

Finishing strong isn’t about staying busy or packing in more activities. It’s about:

• Choosing purpose over drift
• Nurturing relationships over routines
• Building vitality — not just longevity
• Continuing to contribute rather than retreat

For many of the people you serve, that requires re‑imagining what their next chapter can look like — a vision that includes both community and purpose.

THE MARKETING OPPORTUNITY

Here’s the reality: most prospective residents (and often their adult children) aren’t ust looking for a safe place to live. They’re searching — sometimes without even realizing it — for a reason to keep leaning forward. That’s especially true for the new generation of older adults. Many of them spent their lives leading businesses, shaping organizations, or building teams. When they move into a community, they’re not looking to be merely entertained. They want to continue living with influence and impact — to use their experience and gifts in ways that matter.

For communities, that shift is both a challenge and an opportunity. It means going beyond programs and amenities to create meaningful ways for residents to contribute — helping them live out their legacy while strengthening the community as a whole. When your conversations and messaging speak to that deeper need for purpose and impact — not just features — it resonates. You’re no longer simply selling; you’re helping them envision a future they can invest themselves in.

A QUESTION WORTH ASKING

So here’s the challenge — for those you serve and for ourselves as well: Are we coasting or are we finishing strong? That single question can spark a shift — in a prospective resident who feels adrift, or in a professional who’s been running hard but hasn’t paused to think about what really matters in the long run.

CLOSING THOUGHT

Every conversation you have as a marketing or sales professional can be more than a transaction. It can be an invitation — to live with purpose, to stay engaged, to finish strong. Helping people see that possibility is one of the most meaningful contributions you can make in this field.

Teams don’t lose energy overnight, it drains slowly, through missed connections, unspoken tension, and a lack of recognition. In senior living, where every day depends on collaboration and care, that loss of energy doesn’t just affect morale, it impacts residents, relationships, and results. Recharging that power starts with leaders who know how to reconnect their teams to purpose.

That’s the approach shared by Kathy Parry, corporate energy expert, author, and speaker, during Varsity’s weekly Roundtable. Kathy explored how intentional leadership, acknowledgment, and everyday actions can restore balance, rebuild trust, and create workplaces that hum with positive energy. She reminded attendees that when leaders take time to “flip the switch” — to listen, celebrate, and care — engagement and retention follow naturally.

Below are a few Fresh Perspectives from her discussion.

CHECK YOUR WIRING

Just like faulty circuits, teams lose power when connections are weak or misaligned. Take time to trace where the “wiring” of your organization might be off, including communication gaps, unclear roles, or overloaded batteries (people). Real energy starts with intentional alignment.

POSITIVE CHARGES POWER CULTURE

Listening, fairness, civility, care, and celebration aren’t “soft skills” — they’re electrical currents that keep teams lit. When even one current falters, burnout and frustration follow. Protect these power sources the way you’d guard your team’s electricity.

CONFLICT ISN’T FAILURE — IT’S FEEDBACK

Tension signals that energy isn’t flowing evenly. Instead of avoiding or competing, use conflict as a chance to collaborate and compromise. The goal isn’t to win, it’s to restore balance so everyone can keep moving forward together.

CELEBRATION IS AN ENERGY STRATEGY, NOT A NICE-TO-HAVE

Acknowledgment recharges teams faster than bonuses ever could. From elephant ceremonies to AI-generated songs, creative recognition builds connection, belonging, and loyalty. People don’t burn out because they work hard, they burn out because they feel unseen.

SMALL ACTIONS FLIP BIG SWITCHES

All the “C” principles — listening, conflict resolution, contributing, civility, care, and celebration — only work if you turn them on. Two minutes of intentional action can reignite engagement. Don’t wait for the perfect plan; flip the switch and start the current.

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. 

Inventing isn’t just for the young—or the tech-savvy. Brian Fried, accomplished inventor, author, and founder and CEO of Inventor Smart, proves that creativity and innovation can thrive at any age. With more than 15 patents and nearly 20 years of experience coaching inventors, Brian has built a career helping people turn everyday ideas into real-world success stories.

On a recent episode of Varsity’s podcast, Roundtable Talk, Brian shared what inspires older adults to pursue invention later in life and the satisfaction that comes from seeing their ideas come to life. He discussed the biggest myths about inventing, the power of simple problem-solving, and how digital tools like AI and 3D printing are revolutionizing the process.

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

WHAT MOTIVATES OLDER ADULTS TO PURSUE INVENTION?

Maybe they’re bored and realize they have a better way to do something and they have the time and some funds. Others want to leave a legacy. Maybe build a company they can leave for their family. It’s very interesting to see seniors say, “You know what, I want to give this a shot.” And it’s fun, I get a chance to do it with them.

WHAT ARE COMMON MISCONCEPTIONS THAT HOLD PEOPLE BACK?

A lot of people say, “I came up with this great invention. I’m going to make a gazillion dollars, I just want to sell my idea.” It doesn’t necessarily work that way most of the time. We step back and ask: is it something you can call your own? Is it different than what’s out there? Is the window big enough that enough people will buy it to make it worth your time, money, energy and effort?

DO LIFE EXPERIENCES GIVE OLDER ADULTS AN ADVANTAGE?

Yes! One inventor related his invention to his IT background—wires and cable management. Another watched people pour pills and spill them and came up with Pillspoons. Everyday life experiences get that spark in their heads. Anybody can be an inventor. The question is, are you going to stop and work on it?

WHAT’S THE FIRST STEP SOMEONE SHOULD TAKE WITH A NEW IDEA?

Capture that idea. Otherwise, poof, it’s gone. Text yourself, email yourself, tell somebody. Then do a search—Google, images—be real about what’s already out there. If there’s enough of a difference, do a patentability search with a patent attorney or agent to compare your idea to prior art and see if it’s something you can call your own.

Want to hear more from Brian? 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.

In senior living sales, the real work doesn’t end when the tour does — it begins. Families often leave communities feeling hopeful yet overwhelmed, facing a mix of emotions, logistics, and uncertainty about what comes next. Turning that uncertainty into clarity requires more than follow-up calls — it takes empathy, guidance, and a genuine commitment to helping families move forward.

That’s the message shared by Kiera DesChamps, founder of KD Consulting Group and author of the new book After the Tour, during Varsity’s weekly Roundtable. Drawing on her deep experience helping communities improve occupancy while supporting families through transitions, Kiera discussed how sales teams can transform interest into action through trust, partnership, and hands-on problem-solving.

Below are a few Fresh Perspectives from her discussion.

TURNING INTEREST INTO ACTION STARTS AFTER THE TOUR

The real work begins once prospects leave the community. Families go home to emotional and logistical overwhelm, not disinterest. Sales teams that guide, not just follow up, turn that silence into trust and momentum.

LISTS DON’T CLOSE SALES — SOLUTIONS DO

Every community can hand out a glossy packet, but real differentiation comes from solving problems. Warm introductions, coordinated next steps, and genuine support move families forward faster than information alone.

FOLLOW THE LEADER MODEL

Kiera’s LEADER framework — Listen, Engage, Adapt, Deliver, Execute revenue — shifts sales from scripted outreach to personalized guidance. Adapting and delivering tangible help builds confidence and readiness to move.

PARTNERSHIPS BUILD TRUST AND SCALE IMPACT

A short list of vetted, educated partners acts as an extension of the sales team. These collaborators can provide hands-on help without overloading staff and strengthen the community’s credibility with families.

REPRESENTATION STRENGTHENS CONNECTION

Families feel safer and more confident when they see themselves reflected in the people and partners representing a community. Diversity and authentic relationships create comfort and belonging from the first interaction.

INVEST WHERE IT MATTERS MOST

Rethink incentives. Instead of rent discounts, fund practical help like downsizing assistance or floor plan consultations. These creative investments reduce stress, boost readiness, and show families they’re not alone.

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. 

Longevity isn’t just measured in years, it’s measured in independence. The emerging science of aging shows that emotional health, resilience, and social connection are just as powerful as blood pressure or cholesterol when it comes to predicting how long and how well we live. 

These “soft measures” may sound intangible, but they can reveal early signs of decline long before traditional medical tests do. giving individuals and communities the chance to intervene early and preserve independence. 

That insight was at the center of Dr. Kathleen Potempa’s conversation on Varsity’s weekly Roundtable. As founder of HealthyLifetime, Dr. Potempa and her team are redefining how we measure and maintain wellness in later life through tools like the Independent Living Index, which tracks the factors that most influence long-term vitality.  Below are a few Fresh Perspectives from her discussion.

SOFT MEASURES REVEAL HIDDEN RISK 

Self-reported well-being factors like purpose, resilience, and life satisfaction can uncover “insidious risks” that traditional medical tests miss—allowing communities to intervene before decline begins.

WELL-BEING IS THE NEW LONGEVITY STRATEGY 

Decades of research show that emotional health, social connection, and resilience aren’t just feel-good factors, they’re strong predictors of longevity, independence, and reduced mortality.

RESILIENCE BUILDS REAL STRENGTH 

Mental and emotional resilience create both psychological and physical benefits, helping older adults think clearly, make healthier choices, and stay “heartier” over time.

CONNECTION IS MEDICINE 

Social engagement literally strengthens the body. Meaningful relationships help regulate stress, boost immunity, and protect against decline, proving that community is a biological need, not a luxury.

TRACKING WELL-BEING DRIVES ACTION 

HealthyLifetime’s Independent Living Index turns soft data into actionable insight. It helps communities measure risk, track improvement, and show tangible outcomes that resonate with residents and families.

REVENTION IS THE FUTURE OF AGING 

The shift from treating illness to preventing decline is underway. HealthyLifetime’s expansion as an independent company signals a new era where aging well means living longer, healthier, and more independently.

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.