Tag: roundtable

Kiera DesChamps is a transformational sales leader, educator and strategic consultant for WellRive, a full-service move management company specializing in relocations and downsizing for older adults, including those transitioning to senior living communities. She’s was also a recent presenter in Varsity’s weekly Roundtable gathering. 

Kiera discussed what prospects are thinking as they’re driving home from a tour of your community and how communities can do more to help prospects accelerate the decision-making process and manage their senior living transition. 

Here’s a look at some lessons from Kiera’s time as a Roundtable presenter. 

INFORMATION OVERLOAD ON THE DRIVE HOME

Senior living communities often invest significant resources in marketing and in showcasing their amenities to attract potential residents. After a successful tour where prospects are impressed by the facilities and staff, the real challenge begins when they return home and face the complexities of their current reality. These include the logistics of moving, financial considerations, and family dynamics.

Kiera highlighted that communities often provide detailed packets filled with vendor recommendations and resources, and this can lead to information overload. Prospective residents find themselves with multiple packets from various communities, each containing numerous options. This can result in confusion and even paralysis, making it difficult for them to make a decision or even delaying the move due to the stress of sorting through so much information.

WE ALREADY KNOW THE BARRIERS

The barriers to transitioning into senior living are well-known – they include financial, emotional, and physical challenges. While communities provide seminars and vendor partnerships, true support extends beyond initial interactions. Kiera emphasized that discovery often uncovers overlooked issues like inconsistent communication or prospects feeling unheard.

Building genuine relationships and ensuring attentive follow-up makes a significant difference. Guiding prospects through the entire process alleviates stress, which is a vital consideration given that this transition is among life’s most stressful events. Kiera emphasized that support means active guidance, not just providing resources. Genuine help simplifies the process, ensuring prospects aren’t left to navigate it alone.

WHAT DO YOUR PROSPECTS WANT? 

Kiera posed an essential question: What do prospects really want? She stressed that understanding this requires a significant investment of time and effort. While sales roles come with many responsibilities, including tours and various tasks, going beyond the basics and embedding supportive services and partnerships early in the process can make a real difference.

Providing resources only at the end of the decision cycle can delay prospects’ choices. If communities guide prospects from the start, helping them navigate options and feel supported, it could lead to decisions being made months or even years sooner. This proactive approach benefits both the prospects and the community, by fostering trust and potentially accelerating the move-in process.

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, we were honored to welcome Margit Novak as a presenter at Varsity’s weekly Roundtable gathering. Margit is an author and speaker who’s widely recognized as the founder of the senior move management industry.

Margit’s award-winning memoir – Squint: Re-visioning the Second Half of Life – is a profound and memorable personal reflection on the abundant possibilities of later life. In her presentation, she shared some of those reflections with the Roundtable group and showed us how to harness our storytelling superpower and use it to create more effective marketing communications. 

Here’s a look at a few of the lessons from Margit’s presentation: 

STORYTELLING: HARNESSING YOUR SUPERPOWER

Margit emphasized that stories are meant to inspire, not serve as factual reports. They aim to teach, persuade, and be memorable. She highlighted that stories can be powerful tools in client interactions and speaking engagements, such as “meet the author” events. These events attract people who may be hesitant about the idea of moving but are open to a more casual, storytelling environment.

Whether using others’ stories or developing your own, storytelling can be a superpower in connecting with clients. Margit noted that although storytelling is currently a hot topic, its popularity is due to its proven effectiveness.

HOW STORYTELLING CAN ENHANCE CLIENT INTERACTIONS

Margit offered storytelling tips for enhancing client interactions:

1. Focus on the Essence: When incorporating stories, avoid overloading them with details. Only include elements that contribute to the atmosphere or message. If details don’t add value, they may distract from the core message. Emphasize what’s most memorable rather than trying to recall every original detail.
2. Deliver with Intention: Great stories need great delivery, which doesn’t happen by accident. Effective storytellers review their stories and practice using vocal effects—such as pauses, volume changes, and repetition—to enhance impact. These techniques should be more pronounced in storytelling than in everyday conversation to captivate the audience.
3. Repurpose and Retell Stories: Stories are meant to be adapted and shared. If a story resonates, feel free to retell it, adjust details, or make it your own. This flexibility allows for stories to remain engaging and relevant in various contexts.

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. 

Mary Munoz is senior managing director at Ziegler. She was also a guest on our weekly Roundtable where she shared some insights from her 30 years of experience in senior living.

At Ziegler, Mary works with a broad range of senior living communities and multi-facility systems in strategic growth planning and creative financing strategies. She also has extensive experience with start-up CCRC projects, campus expansions and redevelopments, and refinancings.

Here’s a closer look at some highlights from her presentation: 

CRISES HAVE MADE US BETTER

Crises have continually transformed the senior living industry. During her time at Ziegler, Mary saw the financial impacts of 9/11, the Great Recession, and the COVID-19 pandemic, all of which led to mergers, bankruptcies, and industry consolidation. She noted a similar trend in the 1980s hospital sector, where reimbursement changes triggered widespread mergers.

In senior living, larger organizations are increasingly the ones that adapt and thrive, as they can diversify and spread costs. Mary believes single-site communities are declining as pressures rise. She stressed that future crises are inevitable and urged organizations to prepare. She challenged the audience to consider how their sales and marketing efforts are positioning their organizations to adapt and remain resilient.

EVERYONE NEEDS TO UNDERSTAND THE BOTTOM LINE

Understanding the bottom line is crucial, yet it’s often overlooked in organizations. Mary pointed out that while some employees are revenue centers, every employee is ultimately a cost center. 

She referenced the Retirement Housing Professional Program at LeadingAge, where Ziegler taught the financial module, and she frequently led the West Coast sessions. In her training, she encouraged participants to engage with their CFOs using a set of key questions, including, “How do I impact the bottom line of this organization, and how can I improve that impact?”

TECHNOLOGY IN SENIOR LIVING

Mary emphasized that while technology will be transformative in senior living, it won’t be resident-facing tech that makes the biggest impact. She believes that older adults in retirement communities crave physical contact, social interaction, and a sense of community, much like teenagers do. She noted that technology alone cannot solve the loneliness issue that older adults face; in fact, it could potentially make it worse.

Instead, Mary sees back-office technology as the real game changer—tools that improve workforce management, healthcare efficiency, and operational processes. It’s not about replacing people with robots, she explained, but enhancing the human element and creating opportunities for more meaningful interactions.

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.

Varsity Sales & Marketing Strategist Jackie Stone knows a thing or two about recruiting and training salespeople. Said Jackie: “Spending time up front to hire the right people and train them saves money, time and potentially your job!”

Jackie was also a recent presenter on Varsity’s weekly Roundtable gathering where she talked about recruiting and training salespeople for success, including, tips for finding good sales team candidates, asking the right interview questions to learn more about each candidate and the importance of clearly defining expectations for your sales staff.

The following are some highlights from that conversation.

CONSIDER CANDIDATES FROM OUTSIDE SENIOR LIVING

Jackie suggested considering sales candidates from outside senior living in related industries like hospitality. She recalled that when she first began her career in senior living, Greystone often recruited salespeople from local hotels, valuing their experience in customer service, sales and operations, which translates well to senior living. Jackie noted that many people from the hospitality industry have successfully transitioned into senior living roles, and still hold those roles today.

DIVE DEEPER WITH INTERVIEW QUESTIONS

Jackie advised against using the cliché question, “Where do you see yourself in five years?” Instead, she suggested more targeted questions to evaluate candidates effectively.

For sales experience, ask, “How do you sell the product you’re currently offering?” To assess handling challenges, try, “How do you handle customer objections?” and “Have you met your sales goals consistently? What challenges did you face?” Gauge industry knowledge with, “What do you know about senior living? Did you research our organization?” Lastly, test strategic thinking with, “If our sales were declining, what steps would you take to improve them?”

ESSENTIAL SENIOR LIVING SALES TRAINING

Specialized training is essential for all salespeople, regardless of experience, to excel in senior living sales. Training should include techniques for overcoming objections unique to the industry and discovery methods that delve into prospective residents’ values for tailored presentations. Emphasis on values-based selling, rather than just giving standard tours, is crucial to connect with what the prospect cares about. Creative follow-up approaches that move beyond simple thank-you notes and incorporate personalized outreach helps sales teams stand out. Training should also cover community outreach strategies, ensuring effective networking and targeted messaging to referral sources.

REVIEW AT 90 DAYS

The 30-day review for new hires is often skipped, as the initial period is focused on learning the community, its processes, and culture. Instead, a 90-day review provides a more accurate assessment of performance. Key evaluation criteria includes meeting sales goals, effectiveness in marketing activities like scheduling appointments and community outreach, and building strong relationships with prospects, residents, and colleagues. Commitment to self-improvement and seeking additional training or support are also important factors.

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 the founder and CEO of Second Act Financial Services, Elias Papasavvas has dedicated his career to enhancing access to retirement housing and senior living. He is viewed as an authority on tailoring and delivering consumer banking programs for the elder population. Elias is known for pioneering the concept of elder care bridge loans, financial aid office for senior living operators, and point-of-sale financing for senior living, over two decades ago.

Elias was also a recent Roundtable guest, where he shared insights about how to get prospects to say yes faster and provided an in-depth update on the real estate market. He also led a discussion on the power of an organized mind and how an organized mind can help seniors and their adult children make decisions more effectively, reducing stress and delays.  The following are some highlights from that conversation. 

HOW VALUABLE IS IT TO HAVE PROSPECTS MOVE INTO A COMMUNITY ONE, TWO OR THREE MONTHS SOONER? 

Moving into a senior living community just one to three months sooner can offer significant advantages for both the community and the prospect. For the community, accelerating the move improves conversion rates, vastly improve cash-flow, and helps maintain optimal occupancy. For the prospect, a quicker move addresses urgent safety concerns, ensures access to LifeCare services before potential health changes, and prioritizes their well-being by making the transition when time is of the essence.

THE HOUSING MARKETING SEEMS STRONG, WHICH MAKES SELLING AN EXISTING HOME AND MOVING TO A COMMUNITY EASIER, RIGHT? 

In recent years, the real estate market has been favorable, with homes selling quickly. For seniors, this meant that, after visiting a community, they could list their homes and sell them swiftly — often within a week — and receive funds promptly. However, there’s a growing sense that this trend may be changing especially in the southeastern and southwestern states.

SECOND ACT CREATED A GUIDE THAT’S DESIGNED TO COMBAT DECISION STRESS AND LEAD TO A FASTER YES. TELL US ABOUT THAT GUIDE.

The guide helps seniors organize their finances and streamline the process of funding entry and monthly service fees. Drawing on our CPA and CFP expertise, the guide offers a clear list of key considerations and step-by-step instructions for managing financial assets. With practical, organized steps, it aims to reduce stress and make financial planning easier and more manageable. It also helps financial advisors think through funding options with their senior clients.

You can get a free copy of the guide by emailing me at elias@secondactfs.com. 

DO YOU HAVE ANY ADVICE FOR COMMUNITIES THAT MIGHT WANT TO IMPLEMENT CREDIT CHECKS AS PART OF THE PRE-SCREENING PROCESS? DO YOU HAVE A VENDOR THAT YOU RECOMMEND?

Credit checks are a valuable tool, particularly for rental situations, and it’s surprising that the senior living industry has not widely adopted them. While most credit scores of seniors moving into CCRCs are generally strong, occasionally, a few raise red flags. Implementing credit checks could help identify potential issues early and ensure a smoother process for both the community and the seniors.

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 Roundtable we welcomed Jack York from TaleGate. As the chief storyteller at TaleGate, Jack has spent the past five years interviewing senior living residents in 38 states. He shared some of the lessons he’s learned from countless conversations at more than 80 communities, including lessons in sociology and marketing, and a look at where his senior living tour will take him in the future.

The following are some highlights from that conversation. 

HITTING THE ROAD IN SEARCH OF STORIES

TaleGate is a company driven by a shared mission: to uncover and celebrate the essence of America through the extraordinary stories of its seniors. From coast to coast, they’ve captured countless moments with seniors who have helped shape the country. Projects include documentaries that explore the lives of residents within senior living communities and a “Vintage Voices” series that travels the nation to interview centenarians.

KEY LESSONS FROM THE VINTAGE VOICES SERIES

Centenarians show there’s no single formula for longevity—some avoid smoking and drinking, while others indulge, and their exercise routines vary. What unites them is a strong desire for independence. Many also maintain a lifelong passion for learning. Additionally, being featured in documentaries holds great meaning for them, as showing interest in their personal stories can have a deeply positive impact.

RESIDENT STORIES ARE A VALUABLE RESOURCE

Communities are discovering that residents are a valuable yet often overlooked resource. Some of the documentaries created have been funded by marketing teams, recognizing the potential to leverage residents’ stories as a powerful asset for promoting their communities. Sharing resident stories is simply the right thing to do, with a solid business case to back it up.

THINK BEYOND TRADITIONAL MARKETING METHODS

Traditional marketing methods, like trade show booths and sponsored lunches, remain prevalent, yet feel outdated. There’s a growing opportunity to innovate by capturing and sharing residents’ stories in engaging ways. This approach can offer a fresh and impactful alternative to conventional marketing strategies.

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.