Tag: roundtable

With so much uncertainty in today’s economy, senior living leaders are facing critical questions about how to safeguard their missions while staying financially resilient. Ryan Young, Vice President and Financial Advisor with the SY Group at Morgan Stanley, joined Varsity’s Roundtable to help make sense of it all. 

Drawing on his work with both institutional and private clients—including CCRCs and in-home care providers—Ryan explored the intersecting forces of inflation, employment trends, investment behavior, and public policy, including key takeaways from the “One Big Beautiful Bill.”

From the influence of mega-cap tech stocks to the surprising resilience of international markets, his message was clear: volatility is here to stay, but so is opportunity, for those ready to adapt.

NEW LEGISLATION DEMANDS NEW STRATEGY

Policy shifts like the “big beautiful bill” could impact Medicaid reimbursements, labor costs, and philanthropy. Organizations need to assess how these changes will affect reserves and start adapting now—before financial pressures hit home.

DIVERSIFICATION ISN’T JUST SMART—IT’S CRITICAL

A handful of tech giants are driving market performance, but that kind of concentration is risky. For nonprofits and institutions, a well-balanced portfolio offers a safer path through uncertainty.

RESERVES NEED TO BE STRESS-TESTED

With rising costs, potential funding cuts, and donor fatigue, organizations should model out their reserves over the next 10–20 years. The goal: ensure long-term sustainability while staying true to your mission.

MARKET VOLATILITY IS HERE TO STAY

We’ve seen three bear markets in five years—two of them short but dramatic. The lesson? Financial planning must account for fast-moving downturns and equally swift rebounds.

TARIFFS COULD STIR UP SURPRISE INFLATION

Businesses are bracing for the ripple effects of delayed tariffs. While inflation hasn’t hit hard yet, it’s likely coming. The challenge is predicting when and where it shows up.

RATE PRESSURE IS HITTING SENIOR LIVING HARD

High interest rates are making it tough to invest in or expand senior living facilities. Relief could come if rates drop, but for now, real estate and healthcare remain under financial strain.

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.

This week’s Roundtable spotlighted Varsity Media Director Jeremy Freeman, who offered a fresh, practical take on how a full funnel media strategy can help communities generate not just more leads, but better ones. 

Jeremy broke down the realities of today’s fragmented media landscape, emphasizing that success doesn’t come from chasing the latest trend or relying on one magic bullet. Instead, it’s about thoughtful layering: building awareness, nurturing interest, and creating enough touchpoints to guide the right people from curious to committed. With clear, real-world examples and data-backed advice, he showed how effective media planning bridges the gap between brand visibility and actual move-ins.

Media strategy isn’t static, it’s a living, learning process. And when done right, it can be one of your most powerful tools for driving measurable results.

MULTI-CHANNEL MARKETING ISN’T OPTIONAL—IT’S ESSENTIAL

Gone are the days when a single channel could drive results. Today’s media landscape requires layered strategies that span TV, digital, direct mail, and more. When done right, this surround-sound approach leads to significantly higher lead quality and conversion.

MEDIA STRATEGY STARTS WITH THE MOVE-IN

Effective planning begins at the end—understanding who your residents are and how they got there. By reverse-engineering the journey, communities can identify which channels and messages work best at every stage, from awareness to action.

EVERY TOUCHPOINT MUST DO DOUBLE DUTY

Branding and lead generation aren’t separate goals, they work together. Whether it’s a video ad or direct mail piece, each message should build brand familiarity and drive the next step, like a form fill, RSVP, or website visit.

OLD MEDIA STILL WORKS—JUST USE IT STRATEGICALLY

TV, radio, print, and direct mail haven’t been replaced, they’ve been joined by digital. These channels still spark awareness and trust, especially in older audiences. Smart marketers blend formats based on message type, frequency needs, and budget.

YOUR CRM IS THE REAL SOURCE OF TRUTH

Forget gut feelings, data should drive your media decisions. UTM tracking and CRM integration reveal which channels actually deliver quality leads. That insight helps refine strategies, allocate budgets, and avoid wasting time on what doesn’t work.

STAY VISIBLE, EVEN WHEN TIMES ARE TOUGH

During downturns, the instinct may be to pull back, but staying present keeps your brand top of mind. Even low-level spending helps preserve awareness, while competitors who go dark struggle to recover when the market rebounds.

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’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 our most recent Roundtable, we were joined by Andy Edeburn, Managing Partner of Elder Dynamics, for a fast-paced, insight-rich conversation about the future of aging services. 

With decades of experience and a finger firmly on the pulse of industry trends, Andy walked us through the demographic, economic, technological, and cultural forces that are reshaping senior living. From the looming surge of older adults to the rising power of managed care and AI, his message was clear: the status quo won’t hold. Providers that want to remain competitive must be bold, strategic, and willing to rethink how they serve tomorrow’s older adults—starting now.

THE CUSTOMER WAVE IS A STRATEGIC WAKE-UP CALL

The aging population isn’t just growing—it’s surging. With tens of thousands of boomers turning 80 every day by the 2030s, this isn’t a temporary spike. It’s a century-long trend that demands scalable, future-ready solutions—not short-term fixes.

EXPERIENCE BEATS AMENITIES EVERY TIME

Today’s seniors—and their adult children—aren’t impressed by billiard tables or woodshops. They want a lifestyle that reflects purpose, health, and connection. Providers must shift from offering amenities to designing meaningful, personalized aging experiences.

THE MIDDLE MARKET IS THE NEXT GREAT DISRUPTOR

A massive segment of middle-income older adults is emerging—too wealthy for subsidies, too strapped for private-pay options. Serving them isn’t just a social imperative, it’s a business opportunity waiting to be claimed by creative, cost-effective models.

PROACTIVE CARE IS THE NEW POWER MOVE

Chronic conditions are the rule, not the exception. Organizations that prioritize early identification, care coordination, and healthspan improvement will own the future. It’s not about treating illness—it’s about managing wellness before crisis hits.

DIGITAL TRANSFORMATION ISN’T OPTIONAL—IT’S THE PLAYBOOK

AI, automation, and data-driven personalization aren’t “nice to have.” They’re becoming core to marketing, operations, and engagement. If you’re still using callback sheets, you’re competing with machines that work 24/7. Time to upgrade.

SCALE + CULTURE = THE NEW COMPETITIVE EDGE

Growth through mergers and affiliations isn’t just about size—it’s about efficiency, diversity, and resilience. But legacy nonprofits must move faster, shed outdated assumptions, and position their values with data-driven clarity to stay competitive.

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. 

 

QUOTES

“Inclusion is a feeling. If you ask someone, ‘Do you feel included?’ there usually isn’t a set of metrics, it comes from a feeling that can be nurtured and fostered.” (Marvell)

“Diversity really is a choice. Unless those decisions are made courageously, diversity may not show up.” (Marvell)

“You can Google a lot of things. You can ChatGPT a lot of things. But this is purposely a space for people to be posed with questions that allow them to look inwardly.” (Marvell)

“If staff can’t feel safe coming into the organization in a whole host of ways, then we really have lost the battle already for retaining the best talent.” (Marvell)

“You can’t pour anything from an empty cup. If there’s nothing to pour out, there’s nothing to give.” (Marvell)

“Each time a caregiver engages with a loved one, they’re giving of themselves. We also recognize you can’t give from an empty cup.” (Marvell)

“Longevity is inextricably tied to inclusion. The longer we live, the more influence there will be on our paths—and that is tied to the diversity of experience.” (Marvell)

“Inclusion is about planning the welcome party. You’ve got to know who’s coming and make sure they feel like they belong once they arrive.” (Marvell)

“If 90% of your age- and income-qualified prospects are staying home and you aren’t considering some sort of at-home offshoot of your community, you’re missing an opportunity.” (Marvell)

“Leadership succession is not just about finding the next CEO, it’s about preparing your organization for the day you’re not there.” (Marvell)

“If the board asks, ‘What’s the succession plan?’ and all you have is a name on a paper for FMLA, then you don’t have a real plan.” (Marvell)

“Recognizing your strengths are throughout your organization and tapping into them—that’s how you grow your team and your impact.” (Marvell)

 

NOTES

Marvell Adams, Jr. is a nationally respected leader in aging services with over 20 years of experience ranging from nursing home administrator to CEO. He’s known for advancing equity and inclusion across senior living and long-term care sectors through visionary leadership and collaborative action.

Marvell is the founder of W. Lawson, a consulting firm focused on creating inclusive, equitable environments in aging services. He also serves as CEO of Caregiver Action Network, a national nonprofit providing free resources to family caregivers across the U.S.

At W. Lawson, Marvell co-leads the Longevity and Inclusion Alliance Fellows Program, a virtual leadership initiative designed to help aging services professionals embed diversity, equity, inclusion, and belonging (DEIB) into their communities. The program is intentionally immersive, centering self-reflection, safe dialogue, and peer-to-peer learning. Under Marvell’s leadership, 

Caregiver Action Network supports more than 105 million unpaid family caregivers through resources, advocacy, and partnerships—especially as caregiving needs accelerate across generations and cultures.

Inclusion is more than a metric, it’s a feeling. Creating inclusive communities starts by fostering spaces where people can bring their whole selves.

Diversity is a conscious decision. Leaders must make bold, intentional choices to hire, serve, and represent diverse voices.

Many older adults are rejecting traditional senior living; providers must adapt by integrating at-home and intergenerational models of engagement.

Leadership succession should begin before retirement is near. “Preparing the organization for when you’re not there” is key to long-term resilience.

Most caregivers don’t plan to become caregivers—they’re thrust into it. Support must be immediate, empathetic, and culturally competent.

“You can’t pour anything from an empty cup.” Caregivers must prioritize their own well-being to sustainably care for others.

Caregiver Action Network is innovating through partnerships like its new Innovation Council, connecting startups and tech solutions to real caregiver needs.

Inclusion in action means planning a true welcome—tailored support, cultural sensitivity, and community integration—not just marketing promises.

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 today’s older adults seek more autonomy, flexibility, and ease in daily life, concierge services are emerging as a powerful differentiator in senior living, and few understand that better than Hersh Fernandes, CEO and co-founder of Dorvie. 

In a recent Roundtable, Hersh discussed how simplifying everyday tasks for residents isn’t just a value-add, it’s a strategic sales and marketing advantage. Dorvie’s platform, which blends human-centered service with smart tech, is proving that concierge support can drive occupancy, ease move-ins, and free up internal teams to focus on what matters most.

A CONCIERGE IS MORE THAN A SERVICE, IT’S A STRATEGIC ADVANTAGE

Dorvie isn’t just a convenience tool; it’s a meaningful differentiator that supports sales, operations, and resident satisfaction. By streamlining life’s logistics, it becomes a powerful asset in converting leads and improving the move-in experience.

EFFICIENCY IS BUILT THROUGH HUMAN CONNECTION

Rather than a self-serve app or automated interface, Dorvie pairs members with real concierges. That human touch doesn’t just feel better, it leads to smoother logistics, quicker issue resolution, and stronger engagement.

TECH + TRUST = SCALABLE CARE

Dorvie blends technology with real human service to deliver scalable, trusted support. With a national vendor network and real-time dashboards, the model proves that you can maintain high standards even at scale.

STAFF AUGMENTATION THAT EMPOWERS, NOT REPLACES

Dorvie doesn’t replace in-house teams, it helps them. By taking non-core tasks off their plate, internal staff can focus on higher-value work without burning out or overextending themselves.

SERVICE FLEXIBILITY DOESN’T MEAN LACK OF STRUCTURE

While Dorvie is flexible about which resident groups receive services, it’s not an à la carte, opt-in model. This ensures cost-efficiency without sacrificing individual choice. Residents can still say “yes” or “no” to specific services offered.

 

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. 

What if the future of aging isn’t tied to a physical place, but to the strength of a community? That’s the guiding vision behind the Village Movement, now celebrating its 25th anniversary. 

Barbara Sullivan, National Director of the Village to Village Network, joined Varsity’s weekly Roundtable to explore how this grassroots model is reshaping the aging experience across the country. Villages empower older adults to remain in their homes, stay socially connected, and access critical support, all through member-driven networks that reflect the values and needs of their local communities.

AGING IN PLACE IS A MIDDLE-INCOME SOLUTION, NOT JUST A LUXURY

The village model was created to serve those caught in the “missing middle”—people who aren’t wealthy enough for private care but don’t qualify for public support. It’s a practical, community-driven way to age at home affordably.

THERE’S NO ONE-SIZE-FITS-ALL VILLAGE—AND THAT’S A STRENGTH

Every village looks different because every community is different. From small social groups in urban neighborhoods to multi-thousand-member networks with staff and partnerships, villages flex to meet local needs.

PARTNERSHIPS BEAT SILOS—ESPECIALLY AFTER COVID

Villages are discovering new strength through collaboration with senior centers, housing providers, care organizations, and even Medicare Advantage pilots. The more they partner, the stronger their impact.

VOLUNTEER-FIRST DOESN’T MEAN UNDER-RESOURCED

Villages may be grassroots, but that doesn’t mean disorganized. Many have boards, staff, or structured partnerships, all while keeping volunteers at the core of their mission and services.

TECHNOLOGY ISN’T A BARRIER—IT’S A BRIDGE

COVID proved older adults can adapt. Villages that helped members use smartphones and telehealth tools saw lasting benefits in independence, connection, and care coordination.

DATA IS THE NEXT FRONTIER FOR GROWTH

With no major study since 2015, the new Village Impact Project aims to capture who’s being served, how, and where. That data will be key to shaping the movement’s next 25 years.

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 our 260th Varsity Roundtable, we were joined by Denise Boudreau, President of Drive and one of the senior living industry’s most respected voices on organizational culture. 

With warmth, wit, and plenty of real-world experience, Denise challenged the idea that culture is simply an HR buzzword. Instead, she reframed it as a core business driver, one that influences trust, team engagement, occupancy, and bottom-line performance. 

Drawing from her decades-long career and her work with communities across the country, she explained how culture isn’t about vague feelings, it’s about the real systems, behaviors, and values that shape how an organization operates every day.

CULTURE ISN’T FLUFF, IT’S THE FOUNDATION

Culture isn’t a gut feeling. It’s “how things work around here”—and it drives everything from engagement to occupancy. Treat it like data, not vibes.

ENGAGEMENT FOLLOWS CULTURE, NOT THE OTHER WAY AROUND

Don’t confuse culture with employee engagement. Culture shapes how people feel about work. Fix the system, and the feelings follow.

LEADERSHIP CAN’T GUESS CULTURE

Leaders often have a rosier view than frontline teams. The only way to bridge that gap? Ask people directly and listen.

VALUES AREN’T WALL DECOR—THEY’RE A ROADMAP

Organizations that align culture with employee-selected values (like accountability or teamwork) see real results, including better retention, better performance.

BETTER CULTURE, BETTER OCCUPANCY

It’s not a theory, it’s backed by data. Communities with strong culture score higher in occupancy, with fewer costs and less turnover.

INTENTIONALITY WINS OVER INSTINCT

Saying “we’ve got a great culture” isn’t enough. The best organizations build culture on purpose, not by accident.

KNOW YOUR PERSONAL DRIVERS

A quick 5-minute Personal Values Assessment can reveal what’s fueling you personally or what’s missing. Living your values at work matters more than ever.

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. 

This week’s Roundtable featured Howard Braxton, retired SVP of Marketing, Sales and Communications at The Kendal Corporation, who shared invaluable lessons from his decades-long career in senior living. With a blend of strategic insight and heartfelt experience, Howard explored what it really takes to lead, connect and build trust with older adults and their families in an ever-evolving marketplace.

“People want what they want, when they want it, the way they want it. If you can’t provide that, someone else will,” Howard noted. From digital first impressions to the rising importance of lifestyle and proactive education, he offered a candid, forward-thinking look at how providers can stay relevant, responsive and rooted in what today’s consumer values most.

RELATIONSHIPS STILL CLOSE THE DEAL

Senior living isn’t a fast sell. It’s built on trust, time, and personal connection. In a world full of emails and automation, the communities that take the time to truly understand prospects will win.

LIFESTYLE IS THE NEW VALUE PROP

Healthcare isn’t the headline anymore. Today’s prospects walk in focused on lifestyle, amenities, and how the place feels—not clinical care. Sell the experience first, then back it up with support.

DIGITAL FIRST IMPRESSIONS ARE LASTING ONES

Websites and social media are today’s front doors. If your online presence doesn’t shine, you’ll lose leads you never even knew you had. Curb appeal has gone digital.

TECH ISN’T JUST FLASH—IT’S FUNCTION

From operations to outreach, tech boosts efficiency. Whether it’s digital systems or hallway robots, the ROI isn’t just financial—it’s in time saved, staff supported, and resident experience elevated.

DENIAL IS A FORMIDABLE COMPETITOR

Seniors are aging healthier—and delaying care decisions. The key is proactive education: showing prospects why planning early pays off before a health crisis makes the decision for them.

BUILD WHERE THEY ARE, NOT WHERE YOU WANT THEM TO BE

Comfort and familiarity drive decisions. Prospects don’t want to uproot—they want to stay close to what they know. Successful communities are rooted in the neighborhoods people already love.

55+ ISN’T THE END—IT’S THE ON-RAMP

Active adult communities are a powerful feeder—not a competitor. With the right partnerships and presence, they can become your best long-term referral pipeline.

The future of CRM and marketing automation in senior living was the focus of this week’s Roundtable, featuring insights from Addie Harris, Varsity’s CRM and Marketing Automation Specialist. Addie shared how communities can use smarter tools and strategies to create deeper, faster, more personalized connections with prospects—moving beyond lead tracking to true relationship-building.

“CRM and marketing automation aren’t just tools—they’re connectors,” Addie explained. “When people, platforms, and processes align, we stop simply tracking leads and start creating momentum.” From dynamic segmentation to real-time reporting and lead scoring, Addie offered practical ways providers can better align sales and marketing, enhance performance and engage today’s senior living consumer with greater impact.

CRM IS A CONNECTOR, NOT JUST A CONTAINER

When CRM and marketing automation platforms work together, they bridge the gap between sales and marketing, unlocking real-time personalization, smarter follow-ups, and better alignment across teams.

SEEING THE FULL JOURNEY CHANGES THE GAME

Multi-touch attribution is replacing first-and-last-touch tracking. Now teams can follow the entire lead journey—every click, visit, and form fill—and use that insight to fine-tune strategies in real time.

LEAD SCORING CLEARS THE CLUTTER

It’s not about predicting move-ins with 100% accuracy. It’s about giving sales teams a clear signal on who’s most engaged so they can prioritize better and act faster.

SEGMENTS THAT EVOLVE = MESSAGES THAT LAND

Smart segmentation now factors in real-time engagement. Whether you’re using AI or pulling lists manually, dynamic segments help get the right message to the right person at just the right moment.

SMART TOOLS SURFACE WHAT MATTERS MOST

Platforms like Active Demand can send custom snapshot reports to your inbox. No deep dives required. Work with platform reps to build what’s useful, and don’t be afraid to ask partners for help cutting through the noise.

AUTOMATION GETS PERSONAL

From AI-generated emails to send-time optimization, marketing automation is helping teams deliver content that’s both timely and tailored, freeing up time to focus on relationship-building, not just message-building.

ALIGNMENT IS THE REAL ADVANCEMENT

Tech is only as powerful as the people and processes behind it. When teams, platforms, and workflows are in sync, marketing automation becomes a driver of momentum, not just another dashboard.

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. 

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.