Tag: senior living communities

QUOTES

“We’re trying to reduce confusion among consumers, and we’re trying to help reduce financial anxiety around this decision.” (Brad)

“If people are confused about senior living or have concerns about affordability, they’re not going to move forward. Those are the things that delay the decision process.” (Brad)

“People don’t often understand that two communities may look very similar but actually work very differently and may be priced very differently.” (Brad)

“It’s so important to think not just about today, but about the future. Not just what it costs today, but what it could cost over your lifetime.” (Brad)

“Moving to a life plan community used to be celebrated as the last move you’d ever have to make. Over the years, I think that almost became a negative because it felt like such a final decision.” (Brad)

“It’s more important than ever to spend time in a community before you move, getting to know residents and making sure it feels like the right fit.” (Brad)

“Caring for a loved one is a privilege, but you also can’t deny how incredibly difficult the caregiving role can be emotionally, physically and even financially.” (Brad)

“What’s really important to me in my life right now, and why? That’s the real starting point.” (Brad)

“Nobody just wakes up and says, ‘I’m going to go check out senior living today.’ Something has caused them to start looking, and that’s what you have to understand.” (Brad)

“We feel the sales counselor should be the best resource someone has in this decision—not just someone representing a community, but someone helping them find what’s truly best for them.” (Brad)

“People just want a place where they feel comfortable, can be themselves, live with people they like, get up every morning, get involved with something and just be happy.” (Brad)

“When I ask residents what they like most about living here, the most popular answer I get is, ‘The people.'” (Brad)

NOTES

Brad Breeding is founder of myLifeSite, author of the newly released Your Best Path Forward and a nationally recognized speaker on senior living decision-making. A former financial advisor, he has spent more than 15 years helping older adults and their families better understand senior living options, financial planning and the aging journey.

Read an excerpt of Your Best Path Forward on the Varsity website.

myLifeSite is a consumer education and financial decision-support platform focused on helping families navigate senior living with greater confidence. The company also partners with senior living organizations, providing educational content and financial planning tools that help prospects better understand their options while supporting community sales and marketing teams.

Before founding myLifeSite in 2011, Brad worked as a financial advisor, where he saw firsthand how difficult senior living decisions could be for families. His newest book, Your Best Path Forward, is the third edition of his longtime consumer guide and explores the many paths available for retirement living. 

myLifeSite’s financial tools, including MoneyGauge, are now used by hundreds of senior living communities to help prospects evaluate affordability, compare scenarios and reduce financial uncertainty.

Brad believes one of the biggest barriers to senior living is confusion. Consumers often struggle to understand the differences between community types, pricing models and industry terminology, making it difficult to compare options.

Many people focus only on what they need today, but Brad encourages families to think about what they may need years from now. The best decision balances current lifestyle with future health, care needs and long-term financial considerations.

Cost concerns are about more than affordability. Many prospective residents worry about how a move could affect their estate, inheritance or long-term financial security, making education and financial transparency essential.

Adult children play an important role in the decision process, but Brad believes planning ahead can reduce caregiving burdens. He encourages families to focus on what provides the best care and quality of life, rather than feeling obligated to provide every aspect of care themselves.

Brad says the search process should begin with self-reflection. Before comparing communities, older adults should identify what’s most important to them, what concerns they have and what peace of mind looks like in the next stage of life.

Rather than acting only as salespeople, Brad believes community sales counselors should become trusted guides who educate prospects, answer difficult financial questions and help people determine which option is truly best for them.

While amenities matter, Brad believes relationships matter more. Residents consistently tell him the people are what they value most, making community culture, resident engagement and a strong sense of belonging more important than luxury features.

Looking ahead, Brad sees wellness and technology becoming even more central to senior living. He expects communities to rely more on partnerships, concierge-style services and holistic wellness programming that deliver greater value while helping residents live healthier, more connected lives.

When it comes to senior living sales tours, more isn’t always better.

Many communities invest significant time and energy into creating the perfect tour route. The result is often a lengthy walk through every hallway, amenity and common area, packed with facts, features and information. While the intention is good, the experience can sometimes leave prospects feeling overwhelmed rather than inspired.

INFORMATION OVERLOAD IS REAL

During a recent Varsity Roundtable, Hoyle Koontz, Partner at The Vectre, shared a memorable term for this phenomenon: the “Gilligan tour.” Borrowing from Gilligan’s Island and its famous “three-hour tour,” Hoyle described the all-too-common practice of taking prospects on an exhaustive journey through every inch of a community, only to leave them stranded in a sea of details they’re unlikely to remember.

“Those three-hour tours are a waste of your time and likely wasting their time,” said Koontz. “Within one hour, prospects are going to forget half of it. Within a day, they’re going to forget 70 percent. Within a week, they’ve forgotten 90 percent.”

The challenge is that prospects are already processing a tremendous amount of information. They may be evaluating multiple communities, discussing options with family members and navigating the emotions that often accompany a major life transition. Adding even more information to the mix doesn’t necessarily help. In many cases, it creates confusion and makes it harder for prospects to identify what truly matters.

THE MYTH OF THE PERFECT TOUR PATH

Hoyle also challenged the idea of the so-called “optimum tour path.” Too often, communities follow a standardized route designed to showcase every feature, whether or not those features are relevant to a particular prospect. The dining room, fitness center and bistro may be impressive, but so do the dining rooms, fitness centers and bistros at competing communities.

What prospects remember is rarely the route. They remember how a community made them feel and whether they could envision themselves living there.

PERSONALIZATION BEATS PRESENTATION

Instead, the most effective tours focus on personalization. What is this prospect looking for? What concerns do they have? What aspects of community life are most important to them? By simplifying the experience and tailoring the conversation, sales teams can create stronger emotional connections and more meaningful conversations.

Rather than trying to show everything, focus on showing the right things. A prospect interested in social engagement may care more about resident interaction than square footage. Someone concerned about future care may be focused on healthcare services and peace of mind.

At the end of the day, prospects don’t need to see everything. They need to see enough to imagine themselves living there. Sometimes the shortest tour is the one that leaves the strongest impression.

FRESH PERSPECTIVES

The goal of a sales tour isn’t to showcase every square foot of a community. It’s to help prospects envision a better future. Communities that simplify the experience and focus on what matters most to each individual often create stronger connections, more productive conversations and ultimately better sales outcomes.

 

Social media is changing fast and for senior living organizations, keeping up requires more than just posting consistently. It requires stepping back to understand what’s actually shifting and why it matters. Jamil Larkins, Lead Social Media Strategist at Varsity, did exactly that as a recent guest on Varsity’s weekly Roundtable, offering marketing and sales leaders a clear-eyed look at today’s social media landscape and what it means for senior living providers.

His core message was both simple and timely: the brands that build trust through real people and genuine engagement are the ones that will stand out in an increasingly crowded feed. Below are a few Fresh Perspectives from his discussion.

SOCIAL MEDIA IS NO LONGER SOCIAL-FIRST, IT’S DISCOVERY-FIRST

Platforms have evolved from friend-and-family networks into content discovery engines. Today’s users increasingly open Instagram, TikTok and Facebook with a specific purpose, using them to search for recommendations, information and solutions rather than simply scrolling through personal updates.

TRUST IS THE NEW CURRENCY OF DIGITAL MARKETING

As AI-generated content and automated search results become more common, consumers are placing greater value on authentic human voices. Real people, real experiences, employee advocates and customer stories are becoming some of the most powerful tools brands have for building credibility and influencing decisions.

YOUR BIGGEST COMPETITOR MAY NOT BE YOUR COMPETITOR AT ALL

In a social feed, senior living communities aren’t competing only against other providers. They’re competing against every piece of content vying for attention, from national brands and sports highlights to local restaurants and family photos. Success depends on creating content that stands out in a crowded attention economy.

FOLLOWER COUNT ISN’T THE METRIC IT USED TO BE

Algorithms now determine what users see, meaning even followers may never encounter a community’s content. The discussion reinforced that discoverability, relevance and audience targeting matter more than simply growing a follower base. In many cases, most people seeing a brand’s content aren’t followers at all.

HELPFUL CONTENT OUTPERFORMS PERFECT CONTENT

Participants were encouraged to focus less on polished production and more on usefulness. Timely updates, event coverage, educational content and behind-the-scenes glimpses often resonate because they provide genuine value and make organizations feel more approachable and human.

“BE SOCIAL ON SOCIAL” IS STILL THE BEST STRATEGY

Despite constant platform changes, the most enduring lesson was surprisingly simple: engage authentically. Brands that participate in conversations, showcase real people and create meaningful interactions are the ones most likely to build trust, strengthen community connections and achieve long-term success.

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.

Senior living’s biggest opportunity may not be occupancy or operations. It may be human connection. The communities people truly want to be part of are the ones built around trust, culture, communication and meaningful relationships for both residents and families.

That was a major theme during a recent conversation on Varsity’s weekly Roundtable featuring Steve Moran, publisher of Senior Living Foresight and one of the industry’s most recognized voices on senior living culture, workforce challenges and innovation. During a candid Q&A, Steve shared what the industry is overlooking, where operators are getting it right (and wrong) and what senior living must do to better align with the expectations of a new generation of older adults. Below are a few Fresh Perspectives from the discussion.

CULTURE, NOT STAFFING, IS THE REAL CHALLENGE

The communities winning on workforce aren’t magically finding more people, they’re building cultures where employees actually want to stay, grow and feel valued.

FAMILY EXPERIENCE IS THE NEXT BIG OPPORTUNITY

Senior living often focuses heavily on residents while overlooking the emotional and logistical burden carried by families. Communities that intentionally support caregivers will build deeper trust and loyalty.

CONNECTION IS THE MOST UNDERSERVED NEED IN SENIOR LIVING

The biggest differentiator may not be amenities or programming, but helping residents and families form real friendships and meaningful human relationships.

TRANSPARENCY BUILDS TRUST, EVEN WHEN THINGS GO WRONG

Families don’t expect perfection. They expect honesty. Communities that communicate openly about challenges, mistakes and solutions create stronger long-term trust.

SENIOR LIVING MUST BECOME MORE ASPIRATIONAL

Most people still move into senior living as a last resort. The future belongs to communities that people choose earlier for lifestyle, purpose, connection and belonging.

LONGEVITY ISN’T ENOUGH WITHOUT QUALITY OF LIFE

The industry has become better at extending life, but it still struggles with how to support emotional well-being, cognition and purpose as people age.

THE WINNERS WILL PRIORITIZE PEOPLE OVER MARGINS

The most successful organizations over the next decade will be the ones known for exceptional care, communication, trust and human connection, not just operational efficiency.

KEY QUESTIONS

What is the biggest challenge facing senior living today?

While staffing shortages often dominate the conversation, Steve Moran argues the bigger issue is culture. Communities that create supportive, engaging workplace environments are often the ones attracting and retaining strong team members.

Why is family engagement becoming more important in senior living?

Families play a major role in the senior living experience, emotionally, financially and logistically. Communities that communicate well and intentionally support caregivers can build stronger trust, loyalty and long-term relationships.

How can senior living communities create stronger human connection?

The most impactful communities help residents and families build authentic relationships and friendships, not just participate in activities or events. Social connection may become one of the industry’s biggest differentiators moving forward.

What will define the most successful senior living communities in the future?

According to Steve Moran, the organizations that thrive long term will prioritize exceptional care, transparency, communication and human connection over simply focusing on operational efficiency and margins.

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The following is Part 1 of a two-part series exploring how pharmacogenetic (PGx) testing can help senior living communities navigate medication conversations and support more personalized care. The series is written by Dr. Troy Veale, CEO of PHD Laboratory, a healthcare innovator with more than 25 years of experience in behavioral health and over a decade in laboratory science focused on advancing precision medicine and improving patient outcomes.

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In senior living, some of the most important conversations don’t happen on a tour, they happen around medications.

Families ask questions quietly:

• Why is Mom more tired lately?
• Is this medication causing confusion?
• Why does this prescription work for one resident but not another?

Medication management is often treated as a clinical back-office issue. But in reality, it directly affects resident satisfaction, outcomes, staff confidence, and family trust.

For senior living sales teams, executive directors, nurses, and caregivers, medication conversations present both a challenge and an opportunity. The challenge is complexity. The opportunity is education.

One emerging tool helping shift these discussions is pharmacogenetic (PGx) testing, not as a sales pitch, and not as a replacement for physician oversight, but as a framework for clearer conversations.

Why Medication Conversations Feel Overwhelming

Older adults frequently manage multiple chronic conditions, cardiovascular disease, diabetes, depression, chronic pain, neurological disorders. It is not uncommon for residents to take five, ten, or even more medications daily.

With aging comes physiological changes that affect how the body absorbs, metabolizes, and eliminates drugs. These changes can increase the risk of:

• Adverse drug reactions
• Falls and dizziness
• Increased confusion
• Medication non-adherence due to side effects
• Avoidable hospitalizations

Families often assume these risks are simply “part of aging.” Teams sometimes assume side effects are unavoidable. Providers do their best with the information available.

But what if medication conversations didn’t have to start from a place of guesswork?

A Shift Toward Personalization

PGx testing evaluates how a person’s genetics may influence the way certain medications are processed in the body. It doesn’t diagnose disease. It doesn’t predict future illness. It provides insight into how medications may interact with an individual’s metabolic profile.

For senior living professionals, the most powerful part of PGx testing isn’t the lab result, it’s the conversation it opens.

It creates space to ask:

• Is this medication optimal for this individual?
• Could side effects be reduced?
• Are there alternatives that may align better?
• How can we support safer prescribing conversations?

These are not clinical determinations made by sales staff or caregivers. They are informed discussions that support provider evaluation and collaborative care planning. 

Trust Is Built Through Transparency

Senior living is built on trust. Families are not just choosing a community; they are choosing partners in care.

When medication conversations are proactive rather than reactive, families feel:

• Heard
• Educated
• Involved
• Reassured

Communities that introduce the idea of personalized medication discussions demonstrate alignment with preventative and value-based care models.

Sales teams are uniquely positioned here. They can frame PGx testing as a supportive educational resource, one that enhances provider decision-making and resident well-being.

Rather than saying, “We offer genetic testing,” the conversation becomes:

“We believe in helping families feel confident in every aspect of care — including medications.”

Removing Barriers, Not Adding Complexity

One concern often raised is whether introducing PGx testing adds another layer of complexity to an already overwhelming process. The opposite can be true.

By helping providers evaluate medication suitability earlier rather than later, PGx testing may reduce future medication adjustments, side effects, or avoidable emergency visits. It simplifies long-term decision-making by introducing clearer data into the process.

For caregivers and daughters like Michele, who recently navigated placing her own mother into senior living, clarity around medications is deeply personal. Families want assurance that their loved one is not simply “trying medications”, but receiving informed, thoughtful care.

PGx testing supports that reassurance.

A New Category of Conversation

Senior living has evolved to include partnerships in move management, downsizing, care coordination, and wellness programming. Medication personalization is a natural extension of holistic senior care.

This isn’t about replacing physicians. It isn’t about overstepping clinical boundaries. It’s about strengthening education, transparency, and collaboration.

In Part 2, we will explore the clinical foundation behind PGx testing, how it works, common myths, and why it continues gaining traction in aging populations.

Privacy, Coverage, and Next Steps

Your DNA is used only to analyze how your body processes medications. PHD Laboratory does not sell, share, or store your DNA for any other purpose. We are CLIA and COLA certified and fully compliant with HIPAA privacy laws, ensuring your genetic information is protected and confidential at all times.

PGx testing is covered by Medicare Part B for eligible patients and may also be paid for using FSA/HSA funds, CareCredit, or private pay options.

For questions, educational information, or to order a PGx test, please visit the PHD Laboratory website or email info@phdlaboratory.com.

Nearly half of LGBTQ+ older adults report feeling socially isolated, a reality that highlights the importance of creating senior living environments where people feel safe, respected and connected. For communities committed to person-centered living, inclusion must be more than a statement. It needs to show up in policies, programming and everyday interactions.

Karen Cushing, Director of SAGECare Business Development, joined Varsity’s weekly Roundtable to discuss how senior living communities can build truly affirming environments for LGBTQ+ older adults. She shared practical insights on cultural competency, inclusive policies and meaningful Pride programming. Below are a few Fresh Perspectives from her discussion.

ISOLATION IS ONE OF THE BIGGEST RISKS

Loneliness remains a major challenge for LGBT older adults, especially for those who lost partners and friends during the HIV/AIDS crisis or were estranged from family. Programs like SAGEYou show how virtual communities, shared activities and conversation-based programming can help rebuild connection.

INCLUSION STARTS WITH LISTENING, NOT ASSUMING

Cultural competency isn’t about memorizing terminology. It’s about listening carefully, avoiding assumptions and mirroring the language people use to describe their relationships and identities. Feeling heard is often the first step toward trust.

VISIBLE SIGNALS MATTER MORE THAN YOU THINK

Small indicators—like pronouns on name badges, rainbow pins or SAGECare credential decals—can instantly signal that a space is safe and welcoming. These visual cues help residents, families and staff feel comfortable being themselves.

POLICIES CREATE THE FOUNDATION FOR BELONGING

Inclusive environments aren’t built on programming alone. Clear non-discrimination policies, inclusive HR practices, thoughtful hiring language and resident education all work together to create accountability and reinforce a culture of respect.

PRIDE PROGRAMMING SHOULD PRIORITIZE CONNECTION 

The most effective Pride initiatives focus less on entertainment and more on conversation and shared experiences. Programs like SAGE Table—where participants use simple prompts to spark dialogue—have proven highly successful at building understanding and relationships.

EMPOWERING CONSUMERS IS THE NEXT FRONTIER

SAGECare is increasingly focused on helping LGBT older adults advocate for themselves through tools like consumer checklists and resource guides. Giving people the right questions to ask providers helps ensure they find communities that truly support them.

HELPFUL LINKS

Karen’s Roundtable presentation – Compassion with Pride

Pride Month Programming Guide – Don’t Hide Your Pride

Resource – LGBT History Month – Oct

Guide – Standing with LGBTQ+ Older Adults

SAGECare Newsletter – Sign up here

Discovery chat – Sign up here to book at 15 or 30 minute call with Karen

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.