Category: Roundtable

Artificial intelligence is rapidly changing the way we search for information—and the implications for senior living are profound. In our latest Sales and Marketing Roundtable, Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group, explored how Google’s new AI Mode is shifting search from keyword-driven results to AI-generated answers. Through a live demo and expert insights, Zack showed how this technology is redefining visibility, discovery, and user behavior.

THE NEW FACE OF SEARCH

With AI Mode emerging, search engines are transforming into answers platforms, focusing on delivering direct responses rather than link-based results. This shift marks a new era for search engine optimization, honing in on content’s meaning over traditional keyword strategies.

CONVERSATION AS A KEY STRATEGY

Search engines are moving towards a more conversational interface, enabling dynamic interaction with users. AI retains context and supports follow-up questions, making it crucial for brands to adopt a more dialogue-driven approach.

EXPANDING BEYOND WEBSITES

As AI-driven platforms become predominant, owning visibility across diverse channels such as social media and online forums is vital. This multi-platform presence ensures messaging resonates with the AI, maintaining brand visibility against declining website traffic.

AI DRIVES USER JOURNEY EVOLUTION

AI’s role extends beyond information gathering to actively engaging in user tasks. Expect AI to start facilitating actions such as booking tours directly, highlighting a fundamental shift in user journey facilitation within industries like senior living.

PPC’S TRANSFORMATION UNDER AI

PPC is likely to evolve rather than disappear, shifting distribution of advertising budgets across multiple platforms. As user engagement spans across various digital spaces, a holistic strategy is emerging in response to AI’s growing influence on search behavior.

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.

At our latest Sales and Marketing Roundtable, we welcomed Shane McDougall, Executive Director at Spring Harbor at Green Island, for a discussion on the power of partnerships in senior living. Shane shared how thoughtful collaborations—whether with universities, local organizations, or cultural institutions—can transform the resident experience, strengthen operations, and elevate a community’s visibility in the market.

Throughout the conversation, Shane emphasized that partnerships aren’t just “nice to have”—they’re strategic tools that drive satisfaction, growth, and long-term success. By involving both residents and staff in the process and aligning every collaboration with mission and values, senior living communities can create programs that feel authentic, impactful, and future-focused.

OWNING THE OUTCOME

Even when a service is outsourced, residents see it as part of the community. Success or failure in partnerships ultimately reflects on leadership, making accountability just as important as performance.

PARTNERSHIPS AS A GROWTH ENGINE

From improved dining satisfaction to innovative music residencies, partnerships can directly drive occupancy, strengthen marketability, and position communities as leaders in care and lifestyle.

COMMUNITY VISIBILITY REQUIRES CONSISTENCY

Just like Coca-Cola continues to advertise despite being universally known, senior living providers must continually invest in branding and outreach to remain top of mind locally.

MULTI-GENERATIONAL VALUE

Programs that blend younger generations with older adults—like musician residencies—deliver benefits beyond enrichment. They spark connection, improve wellness, and build powerful marketing stories that resonate beyond the community.

NETWORKING AS STRATEGY, NOT AFTERTHOUGHT

Chambers of commerce, city events, and peer gatherings aren’t just “nice to do.” They’re essential touchpoints that elevate senior living as a whole and ensure a community’s voice is part of local conversations.

RESIDENTS AS PARTNERS, NOT JUST CUSTOMERS

Involving resident councils in partnership decisions—whether for engagement software or programming—ensures services reflect what people truly want and need, while reinforcing trust and ownership.

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.

At our latest Sales and Marketing Roundtable, we welcomed Mary Jane Fitts of Greystone Communities for a conversation that brought the resident perspective front and center. Mary Jane shared stories and insights directly from residents of three Greystone communities, giving us an authentic look at what matters most to those who’ve already made the move.

From choosing a community early to navigating finances, weighing lifestyle benefits, and looking ahead to the expectations of future residents, the discussion shed light on the real decision-making process. The residents’ voices underscored both the opportunities and challenges senior living providers must address to build trust and deliver meaningful value.

CHOOSING EARLY IS EMPOWERING

Residents stressed the value of moving before you’re forced by circumstance. Making the decision proactively allows for more choice, better planning, and peace of mind, instead of scrambling after a crisis.

BALANCING COST WITH LONG-TERM VALUE

While buy-ins can feel steep, residents pointed out tax benefits, financial strategies, and cost trade-offs that make CCRCs or Life Plan Communities more attainable. The real return is stability, access to care, and the freedom from unexpected expenses down the road.

COMMUNITY AS A LIFESTYLE UPGRADE

Beyond care, CCRCs and Life Plan Communities offer enrichment: lifelong learning, social connection, and plenty of activities. Residents emphasized that communities aren’t about “old people” but about staying active, engaged, and supported at every age.

RESPONSIVE, TRANSPARENT SALES MATTER

Positive experiences came from communities with open communication, quick follow-ups, and honest options. In contrast, for-profit facilities with turnover, rising costs, and poor service left negative impressions. Transparency builds trust.

FUTURE RESIDENTS WILL BE YOUNGER AND TECH-SAVVY

The next wave of residents will expect technology to be woven into daily life. Flexible contracts and innovative service models will also be essential to attract and reassure this younger demographic.

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. 

At our latest Sales and Marketing Roundtable, we welcomed Bob Kramer—co-founder of NIC and founder of Nexus Insights—who’s known as a “disruptive force” in senior living. Bob urged us to challenge stereotypes about aging and reframe it as an aspirational stage of life filled with purpose and possibility.

He shared insights on the dangers of ageism, the value of older adults as problem solvers, and the growing demand for personalized, engaging communities. His message was clear: senior living isn’t just about adding years, it’s about helping people thrive in them.

SHIFT FROM AVOIDANCE TO ASPIRATION

Embrace the transition from offering “avoidance products” to “aspirational products” in senior living. Focus on enhancing the quality of life and wellness over mere longevity, fostering environments that encourage engagement and purpose for those in their 60s, 70s, 80s and beyond.

VALUE OF OLDER ADULTS AS PROBLEM SOLVERS

Older adults play a crucial role in addressing societal challenges like workforce gaps, loneliness and healthcare costs. Recognize them as assets who contribute through work, volunteering, and mentorship, transforming perceptions from seeing them as burdens to seeing them as problem solvers.

FOCUS ON PERSONALIZED CARE

Boomers seek personalized experiences, which technology and AI can now enable more affordably. Shift from uniform services to customized engagements that address individual wants and needs in real-time, improving overall care and experience..

EXPAND MULTIGENERATIONAL AND COMMUNITY LIVING

There is a rising trend towards multigenerational and smaller community clusters, offering varied living options. Encourage these setups to foster personal connections and shared family experiences, enriching the living environments for all ages.

LANGUAGE SHIFTS AND ASPIRATIONAL LIVING

Rethink terms like “senior moment” and “senior living,” which carry outdated connotations. Instead, promote concepts like “next stage living,” emphasizing possibilities for community, engagement, and thriving in later years, moving beyond stereotypes and limitations.

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, we welcomed Maggie Seybold from WelcomeHome at Varsity’s Roundtable, where she shared compelling insights from their latest Benchmark Report. Maggie emphasized the transformative impact of personalized engagement and timely follow-ups in improving occupancy and lead conversion within the senior living industry.

Her analysis underscored that focusing on high-quality leads, despite being fewer, yields significant value. Maggie also noted that brief, personalized follow-up calls by executive directors can greatly accelerate the sales cycle, offering communities a strategic advantage in creating more effective and engaging sales experiences.

QUALITY LEADS OUTPERFORM HIGH VOLUME

Non-professional referrals may make up less than 5% of leads, but they convert at far higher rates and generate longer stays, delivering stronger ROI than aggregator or online sources. Focusing on lead quality over quantity can pay off in long-term resident value.

EXECUTIVE DIRECTOR FOLLOW-UP ACCELERATES SALES

A brief, personalized ED call post-tour—often just three to four minutes—can shorten the sales cycle by 60%. This simple touch builds trust, boosts move-in likelihood, and sets a community apart from competitors.

TIMING IS CRUCIAL FOR POST-TOUR CONTACT

Following up within one business day increases move-in likelihood by 42%, while two days yields a 27% lift. Each day beyond that erodes prospect engagement, underscoring the need for speed without sacrificing call quality.

VIDEO MESSAGES CAN PERSONALIZE AT SCALE

Tools like OneDay allow EDs or CEOs to send personalized videos when a live call isn’t possible. Including the prospect’s name and visit details keeps the outreach authentic and impactful.

ADAPTING ENGAGEMENT ROLES WHEN NO ED IS PRESENT

In the absence of an executive director, resident ambassadors can step in to provide a relatable, first-hand perspective of community life—similar to a college tour guide—enhancing trust and connection with prospects.

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 recent Sales and Marketing Roundtable, experts Onawa Gigliotti and Samantha Adler from SEA Conflict Consulting illuminated how conflict, while inevitable, can foster innovation and stronger teamwork, especially in senior living sales. Their strategies focus on building communication and trust to improve team dynamics.

They shared fresh perspectives on mediation and conflict resolution, highlighting the power of open-ended questions and cultural awareness. These techniques help transform disputes into opportunities for creative solutions and enhanced collaboration, promoting a positive and cohesive work environment.

UNPACKING MEDIATION, DEESCALATION, AND CONFLICT RESOLUTION

Understanding the unique roles of mediation, deescalation, and conflict resolution is essential for fostering effective communication and lasting solutions. Mediation focuses on facilitative dialogue, deescalation addresses immediate tension, and conflict resolution tackles core disagreements, each promoting proactive conflict management.

EMBRACING OPEN-ENDED QUESTIONS FOR EFFECTIVE COMMUNICATION

Utilizing open-ended questions in conflict and negotiation settings invites comprehensive dialogue. Techniques such as “Tell me more” and active listening help clarify issues. These open-ended techniques foster mutual understanding, transforming potentially negative interactions into constructive exchanges.

CULTURAL AWARENESS IN MEDIATION ENHANCES UNDERSTANDING

Acknowledging cultural differences is crucial in mediation. By remaining open-minded and using broad questions, mediators can avoid misinterpretations and ensure respectful, inclusive dialogues. This approach helps address systemic issues like classism and racism, fostering effective conflict resolution.

TRANSFORMING CONFLICT INTO OPPORTUNITY

Conflicts, often viewed negatively, can become productive brainstorming opportunities with the right skills and mindset. Emphasizing transparency and openness can turn disagreements into opportunities for innovation and stronger connections, promoting a positive conflict resolution approach.

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.

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.