Category: Roundtable

Our guest at a recent gathering of our weekly Roundtable was Zack Collevechio, senior data scientist at WildFig and Pavone Group. 

Zack’s presentation focused on AI and included a discussion of what it is, why it’s valuable and how communities can leverage this technology to gain a competitive advantage in today’s market. He also used ChatGPT to give demonstrations of AI in action as a copywriting and customer service tool.

Here’s are some highlights from that presentation: 

AI-POWERED WRITING

Zack introduced AI’s role in writing and communication, noting its ability to produce natural language for diverse tasks. AI can assist with blogging by generating ideas, outlines, or full posts from simple prompts. It’s also useful for drafting emails, saving time for users who tend to overthink responses. 

AI ASSISTANTS

The discussion moved to building AI assistants with ChatGPT’s “custom GPTs” feature, enabling tailored models that align with your brand, community, and needs. 

Zack emphasized creating a personality and backstory for the assistant to enhance its performance. Clear, detailed instructions ensure it generates accurate, relevant content. Once customized, these assistants can be saved for ongoing use, eliminating the need to reset parameters each time and providing a consistent AI partner for your communication tasks. 

AI-POWERED CUSTOMER SUPPORT

Zack discussed AI-powered customer support, a popular tool that WildFig also uses. Chatbots provide 24/7 virtual assistance, managing many inquiries that would otherwise demand staff time. They help filter out low-quality inquiries, like price requests from unqualified leads, enabling staff to prioritize high-quality prospects. 

AI-POWERED SALES

Zack introduced AI-driven sales optimization, covering several valuable applications:

• LEAD SCORING: AI ranks prospects by their likelihood to convert, considering factors like website activity and past interactions. This allows sales teams to focus on the most engaged leads.
• CUSTOMER SEGMENTATION: AI groups prospects or residents based on behaviors, enabling tailored recommendations. For instance, a prospect frequently viewing a specific floor plan might receive an automated email featuring that interest.
• ENGAGEMENT TIMING: AI suggests the best timing and frequency for outreach, helping teams engage leads effectively by identifying those needing frequent contact versus those needing occasional check-ins.

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. 

Keith Carson from Integrated Sales Solutions was a recent guest on our weekly Roundtable meeting. His presentation — titled “Seeing Sales Differently: Transforming Practices for Meaningful Impact” — explored the profound impact of rhythms, practices and rituals in sales.

The conversation focused on three stages of the sales process – Engage, Qualify and Propose. Here’s a closer look at each stage: 

ENGAGE

Keith introduced the first stage of the sales process, highlighting its importance in setting the tone with prospects. He contrasted the typical approach, where a salesperson like “Salesy Steve” focuses on features and benefits, quickly diving into what his organization can offer. 

Instead, Keith advocated for a different strategy: start with the “why” behind the services. By addressing the deeper purpose and values that drive their work, sales professionals could foster a more genuine connection from the beginning, creating a relationship based on authenticity and shared values rather than a standard pitch.

QUALIFY

In this stage of the sales process, you can connect directly with prospects, asking questions to understand their needs and challenges. Keith contrasts this with “Salesy Steve,” who pressures prospects with relentless questions, often missing the empathy needed to address their unique struggles. 

Keith noted that sales professionals are often viewed with skepticism, with prospects wary of hidden agendas. Keith emphasized that trust is built not through grand gestures but through small, consistent actions—calling when promised, negotiating fairly, and being transparent about what the community can and cannot offer. These everyday moments establish genuine trust.

PROPOSE

At the proposal stage, you’re close to helping the buyer decide to join your community. Keith emphasized that while it’s tempting to focus on closing the deal, the priority should still be on the buyer’s needs. He urged sales professionals to approach this meeting with a service mindset, ensuring it’s genuinely about the prospect, not just the sale. 

By keeping the focus on addressing their specific needs and offering a tailored solution, you reinforce trust, creating a more authentic connection that supports the buyer in making the right decision for themselves.

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.

We recently welcomed Lindsey Beagley from Mirabella at Arizona State University as a guest on Varsity’s weekly Roundtable gathering. Lindsey describes her work as “innovating at the intersection of higher education and longevity.” As senior director of lifelong university engagement for Mirabella at ASU, Lindsey creates opportunities for residents to engage with the ASU campus. 

The following are some highlights from her Roundtable conversation. 

TWO INDUSTRIES, ONE POWERFUL NEW POSSIBILITY

Merging higher education with senior living might seem unusual, but this fusion can disrupt and redefine both fields. The concept of a university-based retirement community exemplifies how bringing together two distinct industries can lead to groundbreaking innovations and new possibilities.

DEMAND IS GROWING

The baby boomer generation, being the most educated retiree cohort ever, has a strong nostalgia for its college years. Additionally, boomers are healthier and have different expectations for retirement, compared to their parents and grandparents. Andrew Carle, who coined the term “university-based retirement community,” identified that seniors seek active, intellectually stimulating and intergenerational environments — qualities that are inherent to college campuses. 

A HIGHER EDUCATION RENAISSANCE

Lindsey believes that the 65-85 age range is not about winding down but, rather, a renaissance. Supporting this, the highest proportion of entrepreneurs are between 55 and 64 years old, showing a trend toward retooling and applying skills in new ways. Additionally, many people over 65 feel about 20 years younger than their actual age. To engage this demographic, products and services should meet their functional needs while reflecting their youthful self-perception.

THE BENEFITS OF INTERGENERATIONAL CONNECTIONS

The benefits of intergenerational connections are profound. For young adults, engaging with older generations enhances civic engagement, boosts entrepreneurial skills and builds self-confidence. For older adults, these connections reduce social isolation and improve quality of life, along with offering physical benefits, such as better balance, increased strength and reduced risk of falls. 

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.