Tag: senior living marketing

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.

The senior living market continues to gain momentum, with strong demographic tailwinds, rising occupancy, and growing investor interest shaping a landscape full of opportunity. At the same time, evolving consumer expectations, rising costs, and shifting product preferences are pushing providers to think differently about how they grow, position, and compete.

That dynamic set the stage for Varsity’s weekly Roundtable, where Stuart Jackson, Chief Growth and Strategy Officer at Greystone Communities, shared a forward-looking view of the sector. Below are a few Fresh Perspectives from his discussion.

DEMAND ISN’T THE PROBLEM, SUPPLY IS

Demographics, occupancy growth, and investor interest are all trending up, but new inventory isn’t keeping pace due to construction costs and interest rates, creating a major opportunity gap.

SENIORS HAVE MORE MONEY THAN EXPECTED

Income and wealth levels for 75+ households have outperformed projections, with significant assets tied up in home equity, giving residents more financial capacity than many assume.

PRODUCT MUST MATCH LIFESTYLE EXPECTATIONS

Larger units, residential-style living, and hybrid models are gaining traction because boomers want spaces that feel like home, not traditional senior housing.

AMENITIES DRIVE DECISIONS

Dining, wellness, and lifestyle experiences are no longer “nice to have,” they’re essential. Variety, quality, and social engagement are key differentiators in attracting and retaining residents.

THE CONTINUUM IS EVOLVING

Demand is shifting away from traditional skilled nursing toward assisted living, home care, and aging-in-place models, pushing providers to rethink how care is delivered.

FLEXIBILITY WINS IN DEVELOPMENT

Blending product types, expanding via satellite campuses, and repurposing existing assets are all strategies helping providers grow despite market constraints.

THE REAL BARRIER IS PERCEPTION, NOT READINESS

Boomers feel younger than they are and delay moving, but increasing awareness, especially around social connection, can help drive earlier adoption over time.

QUOTES

“Our vision was very simple, and that was to help change the way we age. Sounds easy—lot harder, because virtually everything we do impacts the way we age.” (Colin)

“It will take you about 30 years to have an impact… and now, 25 years in, wellness is everywhere. Things take time to change.” (Colin)

“It’s about being engaged in life, in all areas of life… if you’re engaged, the ripple effect begins to happen.” (Colin)

“We are driving change as opposed to responding to it—and we’re speaking with our pocketbook.” (Colin)

“When you see aging as growth, everything changes. The world opens up to you as opposed to closing off.” (Colin)

“No one is guaranteed longevity. We need to earn it by living a better quality of life.” (Colin)

“If we don’t shrink the health span gap, all we’re doing is extending our life—and extending years of ill health.” (Colin)

“Put on your shoes and go for a walk… get out of the house and be curious about life, and a lot of other things begin to fall into place.” (Colin)

“Curiosity is the spice of life… everyone I’ve spoken with, that has been a key element in their success.” (Colin)

“Senior living communities should be centers for discovery.” (Colin)

“Two older adults have 70 to 75% of the disposable income—and yet marketers still overlook them.” (Colin)

“No two people age the same way or at the same rate… personalization enables people to embrace their potential.” (Colin) 

NOTES

Colin Milner is the founder and CEO of the International Council on Active Aging (ICAA) and a leading voice in the global longevity movement. For more than two decades, he has challenged outdated perceptions of aging and advocated for active, engaged lifestyles at every stage of life.

The International Council on Active Aging is a mission-driven organization focused on helping older adults live better, longer lives. Through research, education and tools, ICAA supports senior living communities and organizations worldwide in advancing wellness, engagement and quality of life.

Founded nearly 25 years ago, ICAA operates in more than 50 countries and works with thousands of senior living communities. The organization provides research, benchmarking tools and guidance to help operators improve outcomes, including demonstrating the ROI of wellness programs through increased resident retention and engagement.

Milner emphasized that aging is not defined by decline but by engagement, and that staying active across physical, social and mental dimensions creates a ripple effect that improves overall well-being.

He noted that shifting perceptions around aging takes time, but meaningful progress has been made as wellness has become more widely accepted and integrated into everyday life.

Milner highlighted the critical gap between lifespan and health span, stressing that without improving quality of life, longer lifespans simply extend years of poor health.

He encouraged simple behavior changes like staying active and maintaining curiosity, pointing to curiosity as a key driver of long-term fulfillment and success.

He described baby boomers as a generation driving change, with higher expectations and greater willingness to spend on experiences and products that support quality of life.

Milner pointed out that older adults control a significant share of disposable income, yet are often overlooked by marketers due to persistent ageism and outdated assumptions.

He advocated for rethinking senior living communities as centers for discovery, where residents can continue exploring interests, building connections and redefining their capabilities.

He also stressed the importance of personalization in aging, noting that no two individuals age the same way and that tailored approaches are essential to helping people reach their full potential.

When it comes to decision-making (especially when it comes to senior living options) most people believe they’re guided by logic. Carefully weighing options and choosing what makes the most sense. Neuroscience tells a more nuanced story, one where emotion plays a powerful and often immediate role.

WHY EMOTION LEADS THE WAY

The brain processes emotional information faster than rational thought. Reactions often begin with a feeling, followed by reasoning that supports it. In senior living, this dynamic is especially important. Decisions are deeply personal, shaped by identity, independence and family relationships.

WHAT PEOPLE ARE REALLY ASKING

For prospective residents and their loved ones, the journey involves more than evaluating features or comparing amenities. Questions like Will I feel at home? Will I be safe? Will I belong? sit at the center of the decision. These emotional considerations carry significant weight throughout the process.

Facts still matter. Clear information builds confidence and supports decision-making. Emotion creates connection and trust, two elements that influence whether someone takes the next step.

BRINGING EMOTION TO LIFE

For senior living brands, this means approaching marketing with intention. Focus on the lived experience within the community. Show what daily life feels like through real stories, authentic voices and meaningful moments. Highlight connection, purpose and a sense of belonging.

Visual storytelling plays an important role. Images and video communicate emotion quickly and intuitively. A shared laugh, a warm welcome, a quiet moment of comfort. These cues resonate in ways that data alone cannot.

CONSISTENCY BUILDS TRUST

Consistency strengthens emotional engagement over time. Every interaction, from digital touchpoints to in-person conversations, should reflect a tone that feels welcoming, respectful and human.

Empathy remains essential throughout. Each inquiry represents a significant life transition. When marketing acknowledges that reality and responds with care, it builds relationships grounded in understanding.

FRESH PERSPECTIVE

Emotion shapes how people evaluate, connect and decide. Senior living brands that lead with empathy and bring real experiences to life will build trust, strengthen relationships and guide more confident decisions.

Three hundred conversations in, and the spirit of connection is stronger than ever! Varsity’s 300th weekly Roundtable featured yet another thoughtful exchange, this time with nationally recognized downsizing expert and former Hoarders host Matt Paxton. 

“Downsizing should be an opportunity to share your generational stories and move to a better life. It should not be this overwhelming daunting task,” said Paxton during his conversation with the group. 

As a guest on Varsity’s weekly Roundtable, Paxton talked about the emotional side of downsizing. Why it’s never really about the “stuff,” but about the memories and meaning behind it. He shared practical ways to help people move forward, from starting small to focusing on what truly matters, all while honoring the past. Below are a few Fresh Perspectives from his discussion.

IT’S NEVER ABOUT THE STUFF, IT’S ABOUT THE STORY

What people hold onto isn’t clutter, it’s identity, memory and meaning. Until you address the emotional connection, you can’t unlock the move.

PEOPLE ARE STUCK BETWEEN PAST AND FUTURE

Many prospects aren’t resisting the move, they’re paralyzed by memories of the past and fear of making the wrong decision, keeping them from living in the present.

START SMALL TO BUILD MOMENTUM

Downsizing doesn’t begin with big decisions. It starts with small, non-emotional wins that create progress and confidence to keep going.

DON’T RECREATE THE OLD LIFE, CREATE A NEW ONE

The goal isn’t to replicate a former home inside a community. It’s to embrace a new chapter, new space and new experiences.

MOST “VALUABLE” ITEMS AREN’T ACTUALLY VALUABLE

Families often overestimate resale value. Outside of things like gold, most furniture and household items have limited financial return.

SERVICE AND TRUST DRIVE EVERYTHING

Whether working with residents or prospects, success comes from leading with empathy, building trust and helping people move forward, not just moving their stuff.

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.

The desire to age in place is changing how older adults engage with senior living—and challenging communities to rethink when and how they connect with future residents. As a result, models like continuing care at home (CCaH) are gaining attention as a way to extend care beyond the campus while building earlier relationships.

On Varsity’s weekly Roundtable, Dr. Amanda Young, CEO of M.A. Longey Consulting, shared insights from her experience launching and operating these programs, including how they’re evolving and where they fit within the broader continuum. Below are a few Fresh Perspectives from her discussion.

EARLIER ENTRY POINT, STRONGER FUTURE PIPELINE

CCaH doesn’t cannibalize independent living demand, it captures prospects earlier. By engaging individuals years before they’re ready to move, communities can build relationships, strengthen waitlists, and ultimately convert more residents over time.

EDUCATION IS THE GROWTH BOTTLENECK

Interest in the model is growing, but adoption lags due to confusion. Consumers don’t know what it is, leaders don’t fully trust it, and the lack of a physical product makes it harder to explain, turning education into the biggest growth constraint.

THIS IS A NEW BUSINESS, NOT A SIDE HUSTLE

Programs that struggle are often under-resourced. Success requires dedicated staff, marketing investment, and leadership alignment because this isn’t an add-on, it’s an entirely new line of business with its own operational and financial model.

THE MODEL EXPANDS YOUR REACH—WITHOUT BUILDING

With demand for senior living far exceeding supply, continuing care at home offers a scalable way to serve more older adults without major capital investment. It extends your mission beyond your campus and into the broader community.

FLEXIBILITY IS THE FUTURE OF THE MODEL

The traditional life care structure isn’t reaching the middle market, but innovation is underway. Hybrid models, care coordination-only options, and waitlist-based programs are reshaping the offering to be more accessible and financially realistic.

RETHINKING THE CONTINUUM AS A CONNECTED JOURNEY

The most effective organizations don’t treat at-home and community living as separate choices. They position them as connected steps, allowing individuals to enter earlier, stay longer, and move seamlessly when the time is right. 

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. 

Aging has long been framed as a story of decline. Slowing down, scaling back, preparing for what’s next. But that narrative is starting to shift, driven by research, changing expectations and a growing recognition that later life can be defined by strength, purpose and continued growth.

That shift was at the center of a recent conversation on Varsity’s weekly Roundtable, where we were joined by Colin Milner, CEO of the International Council on Active Aging, to discuss The Wellness Revolution: From Decline to Potential. Below are a few Fresh Perspectives from his discussion.

DECLINE WAS A STORY, NOT A DESTINY

For decades, aging was framed around managing decline, largely because of the gap between lifespan and healthspan. But emerging science is rewriting that narrative, showing that decline isn’t inevitable, it’s modifiable.

MINDSET IS A HEALTH INTERVENTION

How people think about aging directly impacts outcomes. A positive outlook, paired with healthy behaviors, can improve both longevity and quality of life, making mindset a critical (and often overlooked) part of wellness strategy.

WELLNESS HAS A DEFINITION PROBLEM

Many communities claim to be “wellness-based,” but without a clear understanding of what wellness actually means, execution falls short. True wellness is active, intentional and rooted in whole-person outcomes, not just programming.

THE MODEL SHIFT IS FROM CARE TO POTENTIAL

Senior living is moving from a place that manages decline to one that unlocks potential. The communities leading the way are designing experiences around purpose, identity and continued growth, not just support.

THE FUTURE RESIDENT IS ALREADY DIFFERENT

Incoming generations are more health-focused, informed and expectation-driven. Communities waiting until residents “need” care risk missing the opportunity to engage them earlier through a wellness-first approach.

WELLNESS ISN’T A PROGRAM, IT’S A COMMITMENT

The communities doing this best aren’t looking for quick wins. They’re investing time, resources and energy into building cultures where wellness is fully integrated, measurable and continuously evolving.

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 senior living sales, there’s constant pressure to move quickly. Leads need attention, tours need follow-up, pipelines need momentum. But the communities that win aren’t just fast, they’re intentional about building trust at the right moment.

According to data shared by Maggie Seybold, VP of Customer Insights at WelcomeHome, in one of Varsity’s weekly Sales & Marketing Roundtable gatherings, one simple action can dramatically accelerate both trust and timing: a brief executive director follow-up call after a tour. In fact, a personalized three- to four-minute call from the ED can shorten the sales cycle by 60%.

“Fifty percent of families never hear from an executive director post-tour,” said Seybold during her Roundtable presentation. “This is a competitive opportunity just waiting to be seized.”

WelcomeHome’s benchmark data shows that timing plays a critical role in senior living sales follow-up. Communities that reach out within one business day of a tour increase move-in likelihood by 42%. Waiting two days still delivers a 27% lift. After that, engagement drops sharply. In a market where average inquiry-to-move-in conversion hovers around 9%, small improvements in post-tour follow-up can have outsized impact.

So why does an executive director call matter so much?

Because it signals leadership engagement. When a prospect hears from the person overseeing day-to-day operations, it builds credibility and confidence. It reinforces that the community is organized, attentive and personally invested. It also differentiates you from competitors who rely solely on automated follow-up or sales-only outreach.

Even better, the lift isn’t theoretical. Half of the prospects who answer an ED’s call move in within 11 days. That kind of acceleration not only boosts occupancy but also reduces marketing spend and shortens the sales cycle.

FRESH PERSPECTIVE

In today’s senior living sales environment, where lead volume is tighter and connection rates matter more than ever, executive director follow-up is one of the most underutilized growth levers available. And for communities willing to act quickly, it’s a competitive advantage hiding in plain sight.

Find this data and more in WelcomeHome’s Senior Care Insights data platform. Explore their quarterly benchmarks and new 2025 Year in Review here.

Workforces rarely move in neat generational lines. Most organizations today include boomers approaching retirement, Gen X leaders balancing stability and innovation, millennials shaping culture and Gen Z bringing new expectations about flexibility, purpose and technology. Understanding how those perspectives intersect is becoming increasingly important for senior living organizations trying to recruit, retain and lead multigenerational teams.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where Jennifer Smith, Ph.D., of the Mather Institute shared insights from Year 3 of the Gen Xperience Study, a five-year research series examining how Gen X compares with other generations in the workplace. Below are a few Fresh Perspectives from her discussion.

GEN X IS THE WORKPLACE BRIDGE GENERATION

Gen X often lands in the middle of generational trends. They value stability like boomers but are comfortable with technology like younger workers. That positioning makes them a natural bridge between residents who may be less comfortable with tech and younger colleagues who are quick to adopt tools like AI.

RETENTION ISN’T JUST ABOUT PAY ANYMORE

Compensation still matters most, but flexibility, autonomy and job security increasingly shape whether employees stay. Gen Z is especially focused on control over how they work, while Gen X prioritizes stability. Organizations that balance both will be better positioned to retain a multigenerational workforce.

LONELINESS IS A RETENTION ISSUE, NOT JUST A WELLNESS ISSUE

Employees who feel more isolated at work report lower job satisfaction and shorter plans to stay with their employer. Even though average loneliness levels were moderate, the connection between belonging and retention suggests that building workplace community isn’t optional, it’s a workforce strategy.

MISSION IS A RECRUITING ADVANTAGE

Younger generations increasingly want employers to make a positive social or environmental impact. For mission-driven senior living organizations, clearly communicating how the work improves lives can be a powerful differentiator when recruiting and retaining talent.

AI ADOPTION IS MOVING FAST, BUT TRUST IS LAGGING

Generative AI is already widely used in the workplace, especially among millennials. But Gen X and Gen Z show more caution, recognizing its benefits while still questioning the reliability of its outputs. Adoption may depend as much on building trust as on the technology itself.

WELLNESS EXPECTATIONS ARE EXPANDING

Younger workers increasingly expect employers to support not just physical health but emotional, social and mental well-being. At the same time, older generations are also broadening their definition of wellness. That shift signals that holistic wellness programs will only grow more important across the workforce.

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.