Category: Roundtable

Wellness in senior living is not a checklist. It’s personal, it changes over time and it’s shaped as much by connection and purpose as it is by health metrics.

That theme drove a recent conversation on Varsity’s weekly Roundtable with Kyle Robinson of Wellzesta, an all-in-one engagement platform that connects residents, staff and families while supporting wellness and day-to-day communication. Kyle shared practical ways to think about engagement as part of both the resident experience and the prospect journey. Below are a few Fresh Perspectives from her discussion.

WELLNESS ISN’T A PROGRAM — IT’S A PERSONALIZED JOURNEY

Wellness showed up repeatedly as something deeply individual and constantly evolving. It’s not about checking boxes or showcasing amenities, but about understanding what matters to each person and meeting them there, across physical, social, emotional and environmental dimensions.

SOCIAL CONNECTION MAY BE THE MOST UNDERRATED HEALTH DRIVER IN SENIOR LIVING

While physical wellness often gets top billing, socialization emerged as a cornerstone of longevity, happiness and cognitive health. The contrast between Babo and Mimi made it clear: connection, purpose and engagement can radically shape how people age, even in similar environments.

DATA ONLY MATTERS IF IT TELLS A HUMAN STORY

Metrics on their own aren’t compelling. What makes them powerful is how they help communities explain what life actually feels like, what’s working and where residents are thriving or drifting. Used well, data becomes a storytelling tool for residents, prospects and staff alike.

TECHNOLOGY WORKS BEST WHEN IT AMPLIFIES AUTONOMY, NOT CONTROL

The most effective tech wasn’t framed as something staff “manage,” but something residents use to explore, connect and lead their own experiences. From wellness scoring to AI-powered interest matching, the shift is toward enabling choice and self-direction.

CARE TRANSITIONS CAN QUIETLY ERODE IDENTITY IF CONNECTION ISN’T PROTECTED

Mimi’s move to a higher level of care revealed a subtle but important truth: even when physical needs are met, changes in routine, environment and social engagement can affect how someone feels about themselves. Supporting identity and connection during transitions is just as critical as clinical care.

STAFF WELLNESS AND RESIDENT WELLNESS ARE DEEPLY LINKED

The conversation widened to include staff burnout and personal well-being, acknowledging how much caregivers and teams give every day. Supporting wellness isn’t just about residents, it’s about sustaining the people who make community life possible.

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 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.

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. 

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. 

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.

In senior living sales, more information doesn’t always mean more impact. Too many choices, overly long tours, and detail-heavy presentations can overwhelm prospects, stalling decisions instead of inspiring confidence. The communities that stand out are the ones that simplify, personalize, and make the experience feel truly relevant to each individual.

That philosophy was at the heart of a recent Varsity Roundtable featuring Hoyle Koontz, Partner at The Vectre. Hoyle shared insights on how to turn prospects into residents by focusing on empathy, visual storytelling, and personalization, helping sales teams connect on a human level and guide prospects toward action. Below are a few Fresh Perspectives from his discussion.

TOO MANY CHOICES CAN STALL DECISIONS 

Senior living prospects often face “analysis paralysis.” With endless options for communities, floor plans, and financial plans, the path forward becomes overwhelming. Simplifying and personalizing the experience helps prospects move from indecision to action.

LESS IS MORE IN SALES TOURS 

The “Gilligan tour”—long, detail-heavy, and exhausting—doesn’t stick. Today’s prospects need focused, meaningful interactions that highlight what’s truly unique about a community, not a laundry list of features they’ll forget by tomorrow.

SEEING IS REMEMBERING 

With 40% of the brain’s nerve fibers tied to vision, visual storytelling isn’t optional—it’s essential. Using personalized, relevant imagery helps information “stick,” while cluttered visuals only add confusion.

PERSONALIZATION DRIVES CONVERSION 

Eight out of ten prospects are more likely to buy when they feel seen and understood. From customized tours to individualized digital brochures, personalization turns sales from transactional to relational.

MEET PROSPECTS WHERE THEY ARE 

Instead of waiting for leads to visit the community, Vectre’s YourTour brings the experience to them. Virtual tools allow sales teams to connect with out-of-market prospects early, building relationships and breaking down misconceptions before a visit even happens.

PRICE STRUCTURED LIKE SENIOR LIVING ITSELF 

The Vectre’s pricing model mirrors the industry it serves: an entry (setup) fee plus monthly fees. Ranging from $10,000 to $18,000 for setup, the investment is designed to grow with a community’s needs, paying off through more efficient sales processes and higher conversions.

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 an era when attention spans are short and polished marketing is everywhere, authenticity has become the most powerful storytelling tool. Real faces, real voices, and real emotion connect with audiences in ways no script or slogan can. That belief drives filmmaker Peter Murphy Lewis, co-creator of People Worth Caring About, a YouTube documentary series that shines a light on caregivers in long-term care communities across the country.

During our latest Roundtable, Peter shared how storytelling can shift public perception of aging and care by focusing on the humanity behind the work. His philosophy—“human over Hollywood”—champions simplicity and sincerity, using caregivers’ voices to build trust and transform how people see senior living. Below are a few Fresh Perspectives from his presentation. 

STORYTELLING AS ADVOCACY 

Peter’s documentaries aren’t just creative projects, they’re advocacy tools that reframe how people see senior living. By spotlighting caregivers, he’s helping close the gap between perception and reality, showing the humanity and pride behind the profession.

CAREGIVERS AS BRAND AMBASSADORS 

Rather than relying on polished marketing or executive voices, Peter believes trust should flow through caregivers. Their authenticity, warmth, and relatability build credibility in a way no ad campaign can replicate.

“HUMAN OVER HOLLYWOOD” APPROACH 

His philosophy of keeping production simple—often just an iPhone and a good story—proves that emotional truth resonates more than cinematic polish. Real faces and raw emotion create stronger audience connection.

REGIONAL CULTURE SHAPES CARE 

Through filming in places like Ohio, Kansas, and New Mexico, Peter discovered how culture deeply influences care, from joyful, music-filled communities to those shaped by Indigenous and Latin American traditions of respect for elders.

STORY AS A TRUST-BUILDING TOOL 

Peter sees storytelling as a way to “de-risk” decisions for families. When potential residents see genuine care and connection, they stop worrying about amenities and start feeling comfortable with the people behind the community.

SIMPLE FRAMEWORK, POWERFUL IMPACT 

His Before, After, and Amplify storytelling model helps even non-marketers craft emotionally resonant stories. By showing transformation—personal or professional—organizations can inspire empathy and engagement with just a few words.

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 it comes to retirement, most people spend years planning their finances—but far less time planning where they’ll live. Yet “place” plays just as big a role in well-being as savings or investments. Where you live influences health, happiness, and independence, which makes it a critical (and often overlooked) part of financial planning.

That’s why Meg Stoltzfus, LCPC, and Lydia Durski, CFP®, from Financial Council, are rethinking how advisors help clients plan for the future. During this week’s Roundtable, they shared how “place planning” brings a human-centered lens to retirement decisions, integrating emotional, social, and lifestyle factors into financial strategy. The result is a more complete picture of what it truly means to live well in the years ahead. Below are a few Fresh Perspectives from their discussion. 

HUMAN-CENTERED DIFFERENTIATION

Financial Council didn’t create its navigation program as a marketing tactic, it was born from a genuine need to help clients make better life decisions. That authenticity has become a powerful differentiator in a crowded marketplace.

GUIDED DECISION-MAKING

Clients often default to staying at home simply because they don’t understand all the options. Acting as an unbiased guide, Meg helps them define goals, weigh choices, and move from reactive to proactive planning.

THE VALUE OF “PLACE PLANNING” 

Instead of focusing solely on housing, the firm uses place planning—factoring in health, finances, and social connections—to help clients envision where and how they want to live across different stages of retirement.

A ROLE BEYOND FINANCE 

Meg’s position is rare in financial services but likely to grow. By combining counseling expertise with financial planning, she brings a uniquely human layer that technology or AI cannot replicate.

PARTNERSHIPS THAT BUILD TRUST 

Senior living communities, care managers, and financial advisors can be stronger together. Building these relationships provides clients with holistic, unbiased guidance and strengthens trust across all sides.

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.