On this week’s Roundtable, we were joined by Curtis King, Executive Vice President at HJ Sims, for a timely conversation on the financial dynamics reshaping senior living. Curtis shared expert insights on capital markets, development trends and how providers can navigate today’s economic pressures while preparing for tomorrow’s opportunities.
With rising demand and tighter budgets, “We’ve seen a shift toward expansions over new developments. It’s just economics,” Curtis noted. From creative funding approaches to the growing value of culture and collaboration, he offered a clear-eyed view of the challenges ahead—and practical strategies for building long-term resilience in a rapidly evolving market.
BOOMERS BRING THE SHIFT
With the first wave of baby boomers turning 80, the senior living industry is entering a major transformation moment. Demand is rising, and operators are thinking beyond crisis management toward smarter, tech-forward strategies that improve efficiency and resident experience.
LABOR + AFFORDABILITY = THE NEW EQUATION
Sales and marketing teams face a tough balancing act. Construction costs are limiting the development of new buildings that meet consumer expectations (e.g. larger units). The challenge? Meeting evolving consumer expectations without blowing the budget.
CULTURE IS YOUR SUPERPOWER
A strong workplace culture isn’t a perk—it’s essential. Happy, loyal employees lead to better care and lower turnover. Add empowered local leadership and a clearly defined brand identity, and you’ve got a recipe for standout success.
COOPETITION IS THE NEW NORMAL
The pandemic sparked unprecedented collaboration across senior living. That spirit of shared learning and support is sticking around—and it’s reshaping how providers solve problems together.
WELLNESS IS THE NEW LUXURY
Today’s seniors are drawn to lifestyle-forward communities: think larger units and vibrant wellness programming. Active adult living is booming because it puts lifestyle first, care second.
CREATIVE CAPITAL STRATEGIES
As funding constraints persist, creative capital strategies—especially joint ventures—are helping get new projects off the ground.
SUPPORT CONCLUSIONS WITH DATA
Capital partners value insight backed by evidence. Clear, well-supported data can help strengthen the qualitative narrative on a community’s performance.
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.
