Tag: assisted living

Families searching for senior living options often aren’t casually exploring. They’re navigating stress, uncertainty and emotional decision-making after a health event, hospital stay or major life transition. In those moments, trust, speed and guidance matter just as much as care offerings or amenities. That’s why placement partnerships are becoming an increasingly important part of occupancy growth and the overall family experience in senior living.

During Varsity’s weekly Roundtable, Matt Wilson and Lori Crabtree of Next Level Senior Advisors discussed how stronger relationships between senior living communities and placement advisors can create better outcomes for families while also supporting referrals, conversions and long-term occupancy growth. Below are a few Fresh Perspectives from their discussion. 

PLACEMENTS SHOULD BE VIEWED AS A REVENUE STRATEGY, NOT A MARKETING EXPENSE

Even one additional move-in per month can create significant long-term revenue, shifting placement partnerships from a cost discussion to a meaningful occupancy growth strategy.

FAMILIES AREN’T SHOPPING, THEY’RE IN CRISIS MODE

Most families are navigating fear, guilt and time pressure after a health event or hospital stay. Communities that simplify decisions and provide reassurance stand out quickly.

TRUST IS THE TRUE CURRENCY OF REFERRALS

Advisors build their reputation one family at a time. Poor communication, delayed responses or bad family experiences quietly damage referral relationships faster than communities may realize.

THE BEST PARTNERSHIPS ARE BUILT ON TRANSPARENCY AND SPEED

Communities that are upfront about pricing, responsive with communication and easy to work with are the ones advisors consistently recommend first.

SMALL OPERATIONAL CHANGES CAN CREATE BIG REFERRAL GAINS

Simple steps like maintaining updated profiles, assigning one advisor contact and creating a dedicated referral inbox can dramatically improve communication and conversion opportunities.

PERSONALIZATION BEATS VOLUME IN TODAY’S REFERRAL LANDSCAPE

Families don’t want endless lists of options. Advisors who narrow choices down to the best-fit communities create better experiences for families and stronger conversion opportunities for providers.

The senior living market continues to gain momentum, with strong demographic tailwinds, rising occupancy, and growing investor interest shaping a landscape full of opportunity. At the same time, evolving consumer expectations, rising costs, and shifting product preferences are pushing providers to think differently about how they grow, position, and compete.

That dynamic set the stage for Varsity’s weekly Roundtable, where Stuart Jackson, Chief Growth and Strategy Officer at Greystone Communities, shared a forward-looking view of the sector. Below are a few Fresh Perspectives from his discussion.

DEMAND ISN’T THE PROBLEM, SUPPLY IS

Demographics, occupancy growth, and investor interest are all trending up, but new inventory isn’t keeping pace due to construction costs and interest rates, creating a major opportunity gap.

SENIORS HAVE MORE MONEY THAN EXPECTED

Income and wealth levels for 75+ households have outperformed projections, with significant assets tied up in home equity, giving residents more financial capacity than many assume.

PRODUCT MUST MATCH LIFESTYLE EXPECTATIONS

Larger units, residential-style living, and hybrid models are gaining traction because boomers want spaces that feel like home, not traditional senior housing.

AMENITIES DRIVE DECISIONS

Dining, wellness, and lifestyle experiences are no longer “nice to have,” they’re essential. Variety, quality, and social engagement are key differentiators in attracting and retaining residents.

THE CONTINUUM IS EVOLVING

Demand is shifting away from traditional skilled nursing toward assisted living, home care, and aging-in-place models, pushing providers to rethink how care is delivered.

FLEXIBILITY WINS IN DEVELOPMENT

Blending product types, expanding via satellite campuses, and repurposing existing assets are all strategies helping providers grow despite market constraints.

THE REAL BARRIER IS PERCEPTION, NOT READINESS

Boomers feel younger than they are and delay moving, but increasing awareness, especially around social connection, can help drive earlier adoption over time.

Grief is woven into the aging journey, yet in senior living it’s often the quiet undercurrent few talk about openly. Beyond the loss of a loved one, residents may be grieving a move, a change in mobility, a shift in identity or the gradual loss of independence. When those transitions go unacknowledged, they can surface in unexpected ways, from withdrawal and isolation to frustration or agitation. On Varsity’s weekly Roundtable, we explored how creative expression can offer a powerful, compassionate response to that reality.

Alison Schroeder, Creative Arts Coordinator at Goodwin Living, joined Varsity’s weekly Roundtable for an insightful conversation on how art-based programming creates space for emotion, connection and resilience. Below are a few Fresh Perspectives from her discussion.

GRIEF ISN’T JUST ABOUT DEATH, IT’S BUILT INTO THE AGING JOURNEY

From losing a spouse to losing a driver’s license, identity or mobility, grief shows up everywhere in senior living. Communities that acknowledge those quieter losses — not just bereavement — create space for deeper healing.

ART IS THE ANTIDOTE TO LOSS

Grief is about losing. Art is about creating. That shift from absence to expression restores agency, purpose and momentum, especially when so much else feels out of control.

RITUALS EXIST FOR DEATH, NOT FOR TRANSITIONS

We have funerals for loved ones, but no ceremony for stopping driving or moving to assisted living. Creative programming can become the missing ritual that helps residents process life’s unmarked transitions.

PROCESS MATTERS MORE THAN PRODUCT

In memory care and skilled nursing especially, the goal isn’t a perfect painting, it’s engagement. Like exercise, creative practice builds emotional strength even if there’s no masterpiece at the end.

CELEBRATION IS A FORM OF THERAPY

Art shows, books, talks and festivals don’t just showcase talent, they validate identity. Publicly honoring residents’ creative work transforms private struggle into shared pride.

SUPPORT CREATES BREAKTHROUGHS

Creative transformation rarely happens alone. Whether it’s interns, therapists, fellow residents or staff, community collaboration amplifies impact and turns individual expression into collective healing.

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 senior living industry is at an inflection point, shaped by rising demand, shifting expectations and rapid change across care, workforce and media. Recently on Varsity’s podcast, Roundtable Talk, Derek welcomed Kimberly Bonvissuto, content editor at McKnight’s Senior Living.  

During the discussion, Kimberly unpacks the arrival of the “silver wave,” the growing gap between senior living supply and demand and assisted living’s evolution into a more healthcare-driven model. The following are some fresh perspectives from the conversation. Check out the full episode here. 

MCKNIGHT SENIOR LIVING IS ONE OF THE INDUSTRY’S MOST RESPECTED PUBLICATIONS. WHEN YOU LOOK AT SENIOR LIVING TODAY, WHAT STORYLINES FEEL MOST IMPORTANT FOR OUR INDUSTRY?

I’d say the silver wave is finally here. The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now. According to NIC MAP, development rates are meeting only 25% of the pace necessary to sustain demand. Assisted living is also becoming more of a healthcare setting, and the increasing use of technology and AI is another hot topic.

WHAT’S A TREND THAT YOU THINK THE INDUSTRY IS OVERREACTING TO, AND ONE THAT’S NOT GETTING ENOUGH ATTENTION?

Going back to AI, it’s a hot topic right now, but providers need to be careful that the tech they adopt will solve the issues they’re facing. They shouldn’t be tempted by the shiny object. Not paying enough attention? Solo agers and the middle market. If providers don’t address the middle market, they’re leaving a big opportunity and money on the table.

WHAT ARE SOME OF THE MORE DRAMATIC CHANGES YOU’VE SEEN IN MEDIA ACROSS YOUR CAREER?

Social media has had a major impact on journalism, good and bad. What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system. The rise of AI is also impacting journalism. But the bigger problem is the dramatic drop in trust and negative attention to mainstream media, which I find shocking and concerning.

HOW MUCH OF YOUR COVERAGE COMES FROM PITCHES VERSUS YOUR OWN IDEAS?

I would actually say it’s pretty equal. A good part of my morning every day is spent reading through email pitches and combing through websites for today’s news and going to associations. So it’s kind of a toss up.

WHAT MAKES A PITCH STAND OUT?

We have to write three stories a day, five days a week. I don’t have time to read through a long, drawn out pitch before I get to what you’re actually pitching. Get to the point right away. I prefer a quick email with a couple sentences and bullet points. And sometimes I get pitched one thing, but I take the story in a completely different direction.

WHAT DO YOU WISH PR TEAMS INCLUDED UPFRONT?

If you’re going to send me something under embargo, have someone available to talk about it immediately. Don’t tell me you’ll get back to me in a week or two. I’m either going to run with what you sent me or I’m going to move on. If you’re not ready, don’t send it.

HOW CAN PROVIDERS BUILD REAL RELATIONSHIPS WITH REPORTERS?

Be responsive. Virtually everyone is going to have an incident that draws negative attention. It’s okay to say you can’t comment, especially on pending litigation. Even better, talk about initiating an internal investigation. Create a statement you can share widely. If I know I can trust you to give me background, I can determine whether it’s truly worth pursuing.

Want to hear more from Kimberly? 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.

QUOTES

“We take seriously our role of keeping providers informed and helping them make a difference in their work.” (Kimberly)

“The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now.” (Kimberly)

“Providers need to be careful that the tech they adopt will solve the issues they’re facing. Don’t be tempted by the latest shiny object and be sure to do due diligence.” (Kimberly)

“What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system.” (Kimberly)

“A healthy dose of skepticism is critical these days.” (Kimberly)

“Our writers have to write three stories a day, five days a week. I don’t have time to read a long, drawn-out pitch before I get to what you’re actually pitching. Get to the point right away.” (Kimberly)

“If you’re going to send me something under embargo, have someone available to talk about it immediately. If you’re not ready, don’t send it.” (Kimberly)

“It’s okay to say that you can’t comment, especially on pending litigation. Even better, you can talk about initiating an internal investigation regarding an event.” (Kimberly)

“Assisted living is moving to more of a healthcare model, whether the sector wants to admit it or not.” (Kimberly)

“I told my husband I was going to quit my job of 20 years and go to work for this publication. He just about lost his mind. I knew this is what I wanted to do, and I went for it. It’s worked out great.” (Kimberly)

NOTES

Kimberly is a content editor at McKnight’s Senior Living, where she covers the business, workforce, policy and innovation shaping senior housing. With a background in journalism and public relations, she brings deep industry context and a sharp editorial lens to aging services.

McKnight’s Senior Living is one of the industry’s most trusted B2B publications, delivering news, insight and analysis for senior housing leaders nationwide. The publication recently earned a Neal Award, considered the Pulitzer Prize of business-to-business journalism.

Kimberly previously spent more than 20 years in public relations and daily journalism before joining McKnight’s in 2019, just as the pandemic reshaped senior living. Her experience on both sides of the media relationship informs her practical guidance for providers and PR teams.

The “silver wave” has arrived, with demand for senior living far outpacing new development and supply.

Assisted living is steadily shifting toward a healthcare model, including value-based care and deeper clinical integration.

Staffing challenges are evolving from pay and bonuses to culture, recognition and meaningful engagement.

AI and technology can help, but providers must avoid chasing shiny tools that don’t solve real problems.

Solo agers and the middle market represent growing populations the industry still underestimates.

Trust in media is declining, making skepticism, accuracy and transparency more critical than ever.

Successful media pitches are concise, timely and supported by immediate access to knowledgeable sources.

High-performing operators rely on data, active industry engagement and leadership that listens and communicates openly.