Tag: roundtable

Our guest on a recent weekly Roundtable was Ellen Goodwin from Artifcts, a company that helps to uncover the stories behind seniors’ most cherished belongings. 

By documenting the memories tied to beloved physical objects, it ensures those stories are preserved for generations to come. In her presentation, Ellen shared how preserving memories and making connections through tangible items can enrich the lives of seniors, families, and caregivers.

Here are some highlights from that conversation. 

THE ARTIFCTS MISSION

Ellen explained the heart of their mission: where ‘stuff’ and stories meet. Their focus is on helping people at all life stages (with a particular emphasis on seniors) to pass down not just belongings but also the meaning and stories behind them. They realized there were plenty of apps for cataloging possessions and books and apps for writing life stories, but nothing brought the two together

STORIES CAN GET LOST

The truth is, the status quo isn’t kind to stories. Stories are what connect us, yet they often get lost as we declutter, organize, or downsize. Photo albums or phone metadata can’t speak for us, and cabinets full of keepsakes don’t tell their tales. Instead, we inherit these things, hold onto them, and often don’t know their significance. Artifcts is tackling this issue—not to add a burden, but to turn these objects into meaningful connections, preserving their stories in a way that brings people closer.

BUILDING INTERGENERATIONAL CONNECTIONS

Preserving the stories behind items bridges generations and creates meaningful connections. Ellen shared how a woman who used Artifcts with her granddaughter found her move to assisted living much easier. Similarly, Ellen’s daughter uses Atifcts with her grandmother, who has dementia, to break down conversational barriers during visits.

The process also fosters understanding, helping younger generations see seniors as vibrant individuals, sparking connections and breaking down boundaries.

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. 

Diane Harris is a former editor-in-chief of Money Magazine and a former deputy editor of Newsweek. She’s an award winning journalist, a well-traveled speaker and an expert in personal finance and financial wellness. She also recently wrote an article for the New York Times about solo agers and planning for retirement when you’re on your own.   

On a recent episode of Varsity podcast, Roundtable Talk, Derek and Diane talked about solo aging (and the classic mistake that many solo agers make when choosing a proxy), financial longevity, how retirees can plan for healthcare costs and easing into retirement by keeping a hand in the workforce, not your whole body. 

Here are some fresh perspectives from that conversation: 

WHAT ADVICE FROM EXPERTS SOLO AGING STOOD OUT TO YOU?

It was a fascinating topic. I was really surprised to learn how large a population solo-agers are. What was most valuable in terms of advice was that solo-agers face the same issues as everyone else, but without someone to rely on, they need different solutions. 

The experts stressed to me that solo-agers have to approach planning with an extra layer of intentionality and urgency. That phrase really stuck with me. It’s not that the issues are different—it’s that different circumstances may dictate different solutions.

WHAT ARE SOME OF THE UNEXPECTED BENEFITS OF SOLO AGING?

I’m so glad you asked that. A recent AARP study found that when solo-agers were asked about their experience, the top three responses were all positive—independence, satisfaction, and happiness. And the number one benefit? Freedom.

There’s a great advantage to not having to run your decisions by someone else. If you want to travel, you can. You don’t have to compromise. You don’t need permission. There’s a lot of joy in having the freedom to shape your life exactly the way you want.

WHAT STRATEGIES CAN LATE SAVERS USE TO MAXIMIZE THEIR RETIREMENT FUNDS?

Wherever you are, there are steps you can take. The number one regret people have is not saving sooner or saving enough. But even if you got a late start, you can catch up.

If you have a workplace retirement plan with a match, make sure you’re contributing enough to get the full match—it’s free money. If you’re over 50, take advantage of catch-up contributions. And if you’re between 60 and 63, starting next year there’s going to be an even larger catch-up contribution available.

WHAT ADVICE WOULD YOU GIVE YOUR YOUNGER SELF?

Be bolder. Every time I’ve taken a big risk, it’s rewarded me. If I could go back, I’d tell myself to take that year abroad, to move to a different part of the country, to not be so bound by golden handcuffs. I’d remind myself that richness in life isn’t just about money—it’s about experiences.

Want to hear more from Diane? 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.

Katie Griffith and Bright Solutions work hard to empower senior living communities to unlock the full potential of their technology. Katie was also a recent guest on Varsity’s weekly Roundtable, where she shared some ideas for holiday tech gifts for residents and their loved ones.

Here are some highlights from that conversation. 

GIFT GUIDES CAN SHOW OFF A COMMUNITY’S COMMITMENT TO TECH

Communities are encouraged to consider creating a tech gift guide as a fun and engaging way to connect with residents and their loved ones during the holidays. Beyond being helpful, the guide provides an opportunity to highlight the community’s tech-friendly environment and show that it’s prepared to support modern devices. 

WHAT TO INCLUDE IN A GIFT GUIDE

If creating a tech gift guide for loved ones and residents, it’s helpful to focus on practical, popular devices that residents can easily adopt and enjoy. Katie emphasized the importance of compiling a thoughtful list, which might include categories like streaming devices (such as Roku or Fire Sticks), iPads, smartphones, and smart home gadgets like thermostats or voice assistants (Alexa, Google Hub, or Apple devices). Wearable health trackers, including Fitbits and Apple Watches, also make great additions for those interested in fitness and health monitoring.

HELP RESIDENTS GET ACQUAINTED WITH NEW DEVICES

Katie suggested hosting events shortly after Christmas to help residents get acquainted with their new gadgets. These gatherings can combine social time with tech assistance, inviting residents to bring their devices while enjoying snacks and coffee. Having tech staff available to answer questions and provide hands-on support ensures a smooth integration of these tools into daily life.

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. 

Some of you may know Mo Rocca from The Daily Show while others know him as a correspondent on CBS Sunday Morning. Mo is also the author of Roctogenarians, a new book that tells the inspiring stories of people who followed their dreams and achieved success later in life. People like Laura Ingalls Wilder, who published her first “Little House” book at 65 and Samuel Whittemore, who fought in the American Revolutionary War at 78. 

Mo sat down to talk with us on an episode of Varsity’s podcast, Roundtable Talk, to discuss how a casual conversation with Chance the Rapper changed Mo’s perspective on aging, the key to longevity, presidential history and what makes 1888 such a great year to be born in. 

During his chat with Roundtable Talk host Derek Dunham, Mo shared some fresh perspectives. Here’s a few: 

WHAT ARE YOU LOOKING FORWARD TO AS YOU AGE?

I’m looking forward to caring less about what other people think of me. That’s one of the connections among the people in this book—they’re very unfettered. They felt very free to act and to go for it because they weren’t hamstrung by the opinions of other people. 

A lot of young people, in figuring out who they are, to use modern parlance, crowdsource their decisions—seeing what works, what gets a good response, what gets likes on social media. But people at the other end of life aren’t doing that. They’re much more sure of who they are.

HOW DO YOU FEEL ABOUT RETIREMENT?

I don’t expect to ever retire. But certainly things will evolve, and what will that look like? All I can say is that I’m driven to make things interesting to people who didn’t expect to be interested in them. That, to me, is very, very satisfying. 

If I say, “I’m going to do a project, a book, a slideshow, a talk about one-term 19th-century presidents”—and there are a lot of those guys, you know, stuffed between Lincoln and Teddy Roosevelt, a lot of facial hair, usually from Ohio—I love that someone might say, “Really?” And then by the end of it, they’re into it.

DID ANY STORIES IN ROCTOGENERIANS PARTICULARLY SURPRISE YOU?

I knew vaguely that there were older people on the front lines )of the civil rights movement). What I didn’t know was the story of Mary Church Terrell, who was 86 when she led sit-ins at Washington, D.C., lunch counters in the 1950s to fight segregation. Part of what I found so powerful about her story is that someone of that age wasn’t fighting for a better world for themselves—at best, she would enjoy that world for a couple of years. And indeed, she died at 90 shortly after the Supreme Court conferred victory on her side.

YOU WRITE THAT WHEN SOMETHING ENDS, SOMETHING ELSE MUST BEGIN. HAVE YOU EXPERIENCED THIS IN YOUR OWN LIFE?

A very dramatic example—I’m not sure it quite fits, but I’ll call it my late-in-life triumph—is that my husband and I are now fathers to a baby girl. We’re first-time fathers. So, let’s just say my life as someone without children has ended, and, boy, what a great thing to begin.

Want to hear more from Mo? 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.

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. 

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.