Category: Seniors Housing

This week’s Roundtable featured Craig  Witz of The Kendal Corporation for a conversation on marketing, sales and development strategies in today’s evolving senior living landscape.

Craig shared insights from his decades- long career in senior living development, including how to rethink master planning, navigate current market challenges and craft distinctive brand positioning that resonates with today’s (and tomorrow’s) older adults.

“You need to create a monopoly in the mind of the consumer,” said Craig. “Something so unique no one else can replicate it.” 

RETHINKING SENIOR LIVING FROM THE GROUND UP

Today’s development environment demands a clean-slate approach. Outdated rules of thumb no longer apply, and success hinges on smart planning, tight proformas, and bold, creative models like active adult satellites and shared commons. Every single line item in the program and the proforma needs to be re-evaluated and justified.

THE MIDDLE MARKET IS THE NEXT BIG OPPORTUNITY

Kendall is laser-focused on serving middle- to upper-middle income households. It’s a tricky space, without the deep pockets of high-end buyers or the subsidies that support low-income housing, but it’s where the majority of older adults live and where smart solutions are needed most.

TRUE COMMUNITY IS INTERGENERATIONAL

The future of senior living isn’t age-segregated. Residents crave meaningful connection with people of all ages. Communities that feel like vibrant, mixed-use spaces (rather than traditional senior campuses) will lead the way. Craig encouraged participants to see the resources put together by the Intergenerational Task Force which can be found online.

STORIES SELL (NOT FEATURES)

Facts and amenities matter, but stories win hearts. Framing marketing around a three-act journey (where the resident is the hero and the salesperson is the guide) creates deeper emotional connection. It’s not about “declining better,” it’s about living better.

UNIQUE IS UNBEATABLE

The most successful projects create a “monopoly in the mind of the consumer.” Saint John’s On The Lake and Three Pillars are standout examples, completely distinct from competitors, and impossible to compare apples to apples. That level of differentiation drives demand.

TECH INTEGRATION IS THE NEXT FRONTIER

The senior living tech space is crowded but fragmented. The next big leap is a unified platform that ties it all together—wellness monitoring, communication, family connection and smart add-ons like wearables. It’s not just cool; it’s essential.

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. 

Sharon Jessup is a consultant with OnePoint Partners, a board member of a senior living community, and an adult child with parents in senior living.  Sharon also joined Varsity’s weekly Roundtable recently to share her unique, 360-degree perspective on the industry, one that blends strategy, lived experience and leadership.  

Senior living is the only thing I’ve ever sold in my career,” said Sharon. “But when you experience it through the eyes of a loved one, it’s truly a game changer.”

FROM MANAGEMENT TO GOVERNANCE

Joining the Porters Neck Village board shifted the view from day-to-day operations to long-term strategy. With a seat at the governance table—and her parents living in the community—Sharon Jessup now helps shape the future of senior living from both a personal and professional perspective.

SEEING SENIOR LIVING THROUGH FAMILY

Experiencing senior living alongside her parents offered a whole new lens. From dining and activities to everyday engagement, the resident experience became deeply personal—proving that connection, community, and involvement matter just as much as care and convenience.

LEADERSHIP THROUGH LISTENING

Whether mentoring colleagues, serving on a board, or supporting family, leadership is rooted in listening. It’s not about managing—it’s about guiding, teaching, and showing up. Great leaders stay curious, lead by example, and always make time to understand the people they serve.

A COMPANY WITH PURPOSE

At OnePoint Partners, purpose and values drive every decision. As a B Corp certified firm, the team blends financial insight with empathy, collaboration, and curiosity—offering tailored strategies to communities while staying grounded in the mission of aging services.

ADVOCACY THAT EVOLVES

The journey doesn’t end—it evolves. Whether advising communities or supporting parents, advocacy is a lifelong role. With decades of experience and a personal stake in the resident journey, Sharon continues to teach, advise, and shape the future of aging services with compassion and clarity.

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. 

Recently on Varsity’s weekly Roundtable we welcomed Adam Grafton, vice president of operational excellence at Aramark SeniorLIFE+. Adam shared how SeniorLIFE+ is leveraging technology from across Aramark’s business lines to enhance the senior living experience. 

From AI-powered staffing and facility management to frictionless retail and next-gen kitchens, Adam explored how innovation is driving smarter operations, better outcomes and a more seamless experience for residents and staff alike.

CROSS-INDUSTRY COLLABORATION

SeniorLIFE+ stands out by blending best practices from Aramark’s hospitality, healthcare, and workplace divisions. This cross-functional collaboration powers smarter, more innovative solutions that elevate the senior living experience—proving that operational excellence often begins with shared insight.

FRICTIONLESS, 24/7 SHOPPING

Thanks to Amazon Market integration, residents and families can shop anytime using key fobs, cards or facial recognition. No checkout lines, no waiting. It’s a seamless experience that boosts satisfaction and convenience in senior living communities.

AI-POWERED LABOR EFFICIENCY

Smart dashboards analyze scheduling and sales data to align staffing with demand. The result? Less downtime, fewer headaches and more time for operators to focus on resident care. Technology lightens the load while improving the guest experience.

SMARTER FACILITY MANAGEMENT

Sensors track occupancy, air quality, leaks and more—powering real-time decisions that reduce waste and cut costs. Cleaning and maintenance are no longer routine—they’re driven by actual need, thanks to AI and data integration.

KITCHEN INNOVATION AT WORK

Sous vide and re-therming tech are revolutionizing back-of-house operations. Kitchens are cutting production time by 90%, reducing waste by 80% and serving more meals with fewer staff—all while keeping quality and creativity high.

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. 

Last year, we welcomed Lindsey Beagley  to talk about Mirabella at Arizona State University and how it redefines senior living through lifelong learning and intergenerational connections.

More recently on Varsity’s Roundtable Lindsey returned with Sherri Harris, a Mirabella at ASU resident, and Charity Morrison, an ASU student. In a unique Q&A-style Roundtable, Sherri and Charity talked about how they’ve forged friendships that span generations and offer a closer look at the ASU artists-in-residence program. 

IMMERSIVE INTERGENERATIONAL LIVING

The Artists in Residence program at Mirabella at ASU brings together doctoral-level students and senior residents through music and shared experiences. Students live on-site and lead nearly 400 events annually, building meaningful relationships that blur generational lines and create a strong sense of community.

SELECTION BY THE PEOPLE, FOR THE PEOPLE

Student residents aren’t just chosen by faculty—they’re interviewed, auditioned and selected by Mirabella’s own residents. This helps ensure a great musical fit and a strong social dynamic, which is key to the program’s success and longevity.

PROFESSIONAL GROWTH, PERSONAL REWARD

Student artists receive housing and meals, but the real value lies in the experience. Frequent performances, hands-on engagement, and deep community ties offer a level of professional development that traditional music programs simply can’t match.

A MODEL THAT’S BUILT TO TRAVEL

You don’t have to be on a college campus to make this work. With the right partners and a little creativity, any senior living community near a university could adapt this model to build intergenerational connections and attract residents.

FRIENDSHIPS THAT GO BEYOND MUSIC

The bonds formed in this program are real. Residents and students support each other’s goals, celebrate life together and often form chosen families—proof that meaningful friendships thrive across generations when people are simply open to connection.

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. 

Brian Parman is the Director of The Point and Pavilion at CC Young in Dallas. In that role, he curates and develops a robust and expanding calendar of activities, programs, and events designed to nurture and enrich the lives of both CC Young residents and the Dallas community.

Recently on Varsity’s weekly Roundtable, Brian shared how The Point leverages its senior enrichment center to engage the broader community and create connections that can lead to future residents.

THE POWER OF “BLUE SKY THINKING”

Encouraging big ideas and pushing boundaries has led to creative programs, including a TV studio, lifelong learning initiatives, and engagement across all levels of care.

EXPANDING BEYOND RESIDENTS

The Point membership program started as a small amenity and evolved into a thriving community resource, bringing in non-residents who often transition into full-time residents.

INNOVATION THROUGH TECHNOLOGY

COVID accelerated CC Young’s embrace of tech, from a fully equipped TV studio to digital tools like Canva, Touchtown, and QR codes to improve communication and accessibility.

ENRICHING LIVES THROUGH COMMUNITY PARTNERSHIPS

Collaborations with nonprofits, colleges, and local experts have expanded programming, from art and writing contests to wellness and music therapy.

A DYNAMIC APPROACH TO ENGAGEMENT

Monthly themed planning, live-streamed events, and a mix of in-person and virtual experiences ensure that CC Young remains adaptable, inclusive, and future-focused.

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. 

Recently on Varsity’s weekly Roundtable we were joined by Susan Dolton, corporate director of sales at Goodwin Living for an insightful discussion on solving waitlist challenges in senior living.

Susan shared how Goodwin Living’s Early Advantage and Ready List programs are tackling a 900+ person waitlist, providing faster access to life care agreements and higher levels of living while generating revenue and streamlining sales team efficiency. 

Here’s are some highlights from that conversation: 

FIXING THE WAITLIST BOTTLENECK

Goodwin Living faced a major challenge: a waitlist of over 900 people but only 70-80 apartments opening each year. The process of matching available units with ready residents was slow and inefficient, often requiring up to 40 calls per unit. A new system was needed to streamline move-ins.

A BROKEN MOVE-IN TO MOVE-UP PROGRAM

The Move-in to Move-up program, designed to fill smaller apartments, was misused by wealthier residents as a way to jump the line for larger units. This left those in need of affordable one-bedrooms without options and created inefficiencies that increased costs and disrupted community-building.

INTRODUCING EARLY ADVANTAGE

To create a fairer and more efficient waitlist system, Goodwin Living launched Early Advantage. This program allows members to secure a life care contract while still living at home, giving them guaranteed access to Goodwin Living communities when the time comes and priority for higher levels of care.

A CAP TO MAINTAIN BALANCE

Early Advantage membership was capped at 100 households to balance demand and ease concerns from current residents. Financial and medical qualifications were required, ensuring a sustainable, well-managed program that didn’t compromise available care services.

STRONGER THAN EXPECTED DEMAND

Early Advantage exceeded expectations, with 179 letters of intent submitted for just 100 spots. The high demand validated the program’s value, and as those who didn’t make the cut shift to the Ready List, Goodwin Living is seeing increased engagement from Priority Club members rethinking their timelines.

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. 

Suzanne Allen from BlueFingerprint joined us on Varsity’s weekly Roundtable  to talk about the power of personalization and how allowing residents to personalize their future residence builds confidence and enhances their experience. Suzanne also covered some of the trends BlueFingerprint has seen in senior living and what the next generation of residents is asking for in their future residence.

BlueFingerprint is a software tool and consulting service that simplifies the personalization process – from new construction to renovation and expansion – for senior living communities, active adult communities, and life plan communities.

Here are some highlights from that conversation. 

PERSONALIZATION IS A PART OF MODERN LIFE

Suzanne emphasized how personalization is a key part of modern life, whether it’s shopping on Amazon or customizing a Blue Apron order. Bringing that concept to senior living, Suzanne highlighted the power of letting residents personalize their homes—be it an apartment, villa, or even an assisted living space. The ability to make choices about their living environment has a big impact.

A STREAMLINED CUSTOMIZATION PROCESS

Personalizations are about adding your own style or taste within a framework of choices, rather than starting from scratch. Unlike full customizations that imply designing a space entirely from the ground up, personalizations typically involve selecting from a curated menu of options—like predefined palettes or schemes. This approach not only streamlines the process for communities but also ensures residents feel a sense of ownership and individuality in their living spaces. 

TODAY’S RESIDENTS DEMAND PERSONALIZATION OPTIONS

Today’s residents—many of whom have built custom homes or recently renovated kitchens—have high expectations. When they tour a community, they want to see something that aligns with their personal style. If it doesn’t, it’s likely to impact their decision-making process.

This need for balance—offering choice without overextending—has become a focal point for providers looking to attract and retain residents effectively.

PERSONALIZATIONS HAVE GROWN

Back in the early 2000s, residents had about 13 choices for personalizing their spaces—covering basics like paint, countertops, cabinetry, and flooring. On average, they were spending just under $3,000 to upgrade their units. Fast forward to 2023, and that landscape has transformed. Residents now have nearly 34 choices per unit, with options extending to plumbing fixtures, cabinet hardware, and more. Along with these expanded options, their average investment has climbed to around $8,500 to $9,000.

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.

Jason McCloud and Patriot Angels are dedicated to assisting Veterans and their families in securing the VA benefits they’ve earned and access financial assistance for senior living and long-term care.

It’s an admirable mission, which is why we invited Jason to be a guest on Varsity’s weekly Roundtable where he shared insights on benefits available to Veterans and how communities can further support this segment of the population.

Here are some highlights from that conversation. 

UNTAPPED VA BENEFITS ARE A REAL ISSUE

Untapped VA benefits present a significant opportunity. Based on data from NIC, Argentum, and the VA, only about 140,000 individuals nationwide currently receive the VA Aid and Attendance benefit. Yet, there are over 15 million potentially eligible Veterans and widows. While eligibility depends on factors like asset limits, war-time service, and active-duty requirements, the gap between those eligible and those receiving the benefit is vast.

UNTAPPED VA BENEFITS ARE AN ISSUE IN SENIOR LIVING, TOO

In assisted living alone, there are an estimated 840,000 Veterans and spouses, according to Argentum data. However, less than 10% of Veterans and their spouses living in assisted living today are currently taking advantage of the benefit. 

This highlights the need for better outreach and education, as many of these individuals—whether already living in a senior living community or planning to move to one—could qualify for the benefit either now or in the future. It’s a critical resource that could make a meaningful difference in affording the care they need,

HOW COMMUNITIES CAN HELP RESIDENTS CONNECT WITH VA BENEFITS

Some communities offer discounts, like 5% or 15% off monthly rent, while others help offset our $1,395 fee for the Long-Term Care Financial Assessment. For example, some not only provide a percentage discount but also cover the fee by crediting it to the resident’s rent in their third month. Others may offer a straightforward monthly discount, which is also a helpful approach.

Beyond financial support, education plays a vital role. Whether it’s hosting a seminar, organizing a meaningful Veterans’ event for residents and prospects, or simply starting the conversation, Patriot Angels is here to support your community and Veteran residents and their spouses.  

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. 

Joy Loverde is a path carver, a keynote speaker and a best-selling author. Her book, “The Complete Eldercare Planner” helps senior living shoppers figure out “where to start, which questions to ask and how to find help.” 

She also knows what it takes to plan effective sales events for senior living communities. For more than 35 years Joy has participated in hundreds of senior living marketing events as a keynote speaker and a mature marketing consultant. She joined our weekly Roundtable recently to share some of the things she’s learned about sales events. The following are some highlights from that conversation. 

WHAT CHANGES HAVE YOU SEEN IN TERMS OF WHO ATTENDS SENIOR LIVING MARKETING EVENTS? 

There have been significant shifts, particularly in the demographics of attendees at independent living prospect events.The audience has become much younger and healthier over the past decade, with participants as young as 45 and many in their 60s and 70s who are active and healthy. Joy highlighted the presence of young widows in their 50s and 60s who feel invisible, as well as the LGBTQ+ population, who are concerned about finding inclusive living environments. 

ARE YOU FINDING THAT THE PEOPLE ATTENDING EVENTS ARE MUCH MORE EDUCATED ON THE SENIOR LIVING MARKETPLACE THAN BEFORE?

Prospects today are much more informed. Attendees, especially boomers, enter the events with extensive knowledge of the products, whether it’s assisted living or independent living. They have thoroughly researched online and are aware of various lifestyle housing alternatives. 

Many attendees have experienced caregiving for their parents or grandparents, which has made them aware of the difficulties and financial nightmares associated with end-of-life care. This personal experience has informed their decisions about what they do not want as they journey toward old age.

WHAT KINDS OF QUESTIONS ARE PEOPLE IN YOUR SENIOR LIVING AUDIENCES (PROSPECTS) ASKING NOW? 

In the past, discussions focused on the benefits of communal living and dining preferences. Today, boomer prospects express more of a desire for control and individuality. For example, customizing their personal living spaces is important to them.  

Another significant shift in questions revolves around emotional wellness. In addition to boomers, many younger widows attend Joy’s events. They ask about individual support in the areas of grief, yoga, meditation, and spirituality. Joy further explained that in general many boomers are frequently experiencing grief due to the loss of loved ones, and they express the need for ongoing emotional support.

DOES THE LOCATION OF WHERE YOU HOLD MARKETING EVENTS MATTER IN TERMS OF ATTRACTING PROSPECTS? 

Joy noted a significant shift in event location strategies. Previously, there was a focus on holding independent living events at luxurious off-campus venues like country clubs to showcase community life. Now, the trend is toward smaller, on-campus events for Life Plan Communities, accommodating up to 60 people. Smaller audiences allow for more personalized interactions and attention to individual prospects.

Conversely, events for assisted living are now often held in vibrant settings like country clubs. These venues offer a feel-good environment with healthy food and social opportunities, which can be particularly appealing to prospects and adult children facing crises. 

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 2018, Goodwin Living created a program that helps employees pursue their U.S. citizenship and even pursue citizenship for family members. Six years later, that program is thriving and has become a valuable recruitment and retention tool for Goodwin Living. 

Valerie Burke, chief philanthropy officer at Goodwin Living, recently appeared as a guest on our weekly Roundtable gathering where she shared details about the Citizenship Application Program at Goodwin Living and how other communities can create similar programs of their own. Below are three takeaways from that conversation. 

INSPIRATION BEHIND THE PROGRAM

Valerie shared a story about Rita Siebenaler, a former social worker and resident, who highlighted the challenges immigrants face when starting new lives in the U.S. Learning that the application fee for U.S. citizenship was over $700, Rita recognized that many of the workers supporting their families with multiple jobs couldn’t afford it. 

Rita proposed raising funds to cover these fees. With the support of the Goodwin Living Foundation, they raised $40,000 in a few weeks, leading to the creation of the Citizenship Program.

DETAILS ABOUT THE PROGRAM

The Citizenship Program is open to employees with six months of tenure. The program has expanded to include coverage for citizenship applications fees for up to two additional family members after one year of employment. The program also includes fees for DACA renewals, work permits and green card renewals.

STRONGER BONDS BETWEEN RESIDENTS AND EMPLOYEES

Valerie noted that residents sometimes get involved to help tutor employees in preparation for their citizenship test which leads to wonderful bonds between residents and team members.  

HELPING EMPLOYEES HELPS THE COMMUNITY

Valerie emphasized that while the Citizenship Program highlights the impact of generosity for a nonprofit, it also presents a low-cost, high-impact effort for for-profit organizations. 

The Citizenship Program enhances employee inclusion and differentiates Goodwin Living among senior living organizations. It also attracted more volunteers and supporters for their Foundation, aiding in areas such as tuition support and emergency grants.

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.