Statistics Archives – Varsity Branding

Tag: Statistics

At our weekly sales and marketing roundtable, we all shared creative tactics we’re using to attract prospects as communities gradually open back up.

We’d especially like to thank Lana Peck, Senior Principal at the National Investment Center for  Seniors Housing & Care (NIC) for sharing insights gleaned from 11 waves of executive surveys, all completed since the pandemic hit.

You’ll find discussion highlights and survey results below. We also invite you to join us for our next roundtable, coming this week.


NIC Executive Survey Insights

We were joined by Lana Peck, Senior Principal at NIC.


NIC is a nonprofit organization with a mission to enable access and choice for America’s seniors through data, transparency and making connections.

We’ve been doing our executive survey, since 3/24/20, with 11 waves of data so far. Our audience is C-suite executives and owners/operators of senior housing properties across the country.

We would encourage each of your executives to email to take the executive survey.

Some highlights from the results so far:

  • Wave 10 = 53% (mid- to late July)
    • About half of organizations with more than one property are easing restrictions
  • Wave 11 = 63% (late August)
    • Even more are easing move-in restrictions

Note: blue = good; orange = bad

  • Wave 8 (around Memorial Day)—we start to see an improvement and a downward trend in decreasing occupancy (directional changes in occupancy by care segment across the respondent’s portfolio of properties—single-property operators included)
  • Mid- to late August sees pullback in move-ins for AL

• Note: blue = good; orange = bad
• Across the board, the pace of move-outs hasn’t changed tremendously (gray bars)
• Around Memorial Day, we see some improvement, with fewer organizations reporting acceleration in move-outs
• In mid- to late August, we see a pullback in acceleration again

  • The recent decline in a slowdown in leads/conversions is due to easing moratoriums and pent-up demand (especially in IL) when doors opened, and people waiting in the wings could actually move in
  • When the blue line goes down, that’s a good thing—it’s a reverse in the slowdown of leads and conversions
  • The orange line has been trending lower—about half of organizations eased move-in restrictions
  • Yellow line—only about half of organizations initially felt that resident or family member concerns contributed to deceleration of move-ins, but this has increased quite a bit, possibly due to a resurgence of COVID-19 or issues of residents not being able to see family members. This is a significant factor in more recent waves of the study.
  • This slide is aggregate and shows all care segments
  • Leads, conversions and sales are happening more frequently as of more recently. Before, there was an inability to have people on campus to make sales.

  • This shows the toll of the pandemic on organizations—how many are feeling the need to provide incentives to bring residents in. For the most part, most are not reducing rents or fees at this time.
  • The majority of respondents don’t have a backlog of residents waiting to move in.

Valuable Resources NIC Offers:

  • NIC’s Fall Virtual Conference. The conference will start on October 3. Week 1 will focus on education. Week 2 will be about making connections and business contacts in peer-to-peer discussions. Anyone who signs up for the conference will be able to participate in Community Connector—essentially a LinkedIn for senior housing.
  • COVID-19 Resource Center.  Data, analytics and connections to help provide transparency to the sector and keep  communities informed.

Please join our next roundtable discussion on Thursday, October 1, at noon ET.

 For log-in information, please contact .



One major myth about older adults and technology is that they don’t use it because they don’t understand it. But that idea is as outdated as a flip phone. From social media to online banking, older Americans are adopting tech at the speed of light.

Recent findings by the Link-Age Connect 2019 Technology Survey of Older Adults Age 55-100, also featured in Senior Housing Forum, bear that out. Smartphone use in particular has been skyrocketing. Among people ages 70-74, it shot up from 54 percent to 81 percent. That’s in just the past three years.

Unexpected  Choices

What’s even more surprising than the speed at which older adults are adopting new technologies? The reasons why some are unplugging from tech completely. Or at least using it less. Seniors often make this change, not because they’re confused about technology, but because they’re making a conscious choice to live offline. Here are some of their very smart reasons:

    1. Older adults prefer human connection. As smartphone penetration spikes ever higher in people of all ages, we’re all on our phones, all the time. Even when we get together, we’re logging on to check social media or our daily step count instead of talking to one another. Older Americans have the wisdom of knowing that time on this earth  is precious. It’s important to spend it with family and friends instead of glued to a device. One quote from the study proves the point. “I think technology is taking over people’s lives and it takes away from relationships with people.” – Female, age 95-99.
    2. They’re simplifying their lives. Older adults often have a desire for minimalism that goes hand in hand with human connection. The survey states, “As people age, they simplify their lives, allowing more time for personal interaction and less time for things that ‘busy’ them or take them away from time with family and friends.” Another quote adds,“It isn’t necessarily about teaching older adults to use a technology. It very well could be that they have used it and walked away from it because they do not want it in their lives any longer.”
    3. They’re watching their budget. Those on a fixed income struggle to pay for technology. For instance, only 25% of affordable housing residents have in-home WiFi , compared to 90% of the greater population. Even when older adults can afford to spend more, they follow the principle: “If it works, don’t fix it.”  Sure, marketing campaigns are persuading other generations that they need to spend hundreds on the latest Smartphone. But older Americans often aren’t interested in updating just to get the latest bells and whistles. If it’s a “want” instead of a true need, they’ll keep the device that still works just fine.

 Personality Trumps Age 

The study also found that technology adoption relates more to personality than age. Comments from two different survey participants underscore that point: “I L-O-V-E technology.” – Female, age 84. “I prefer to use it when I want to and not be run by it or tied to it.” – Female, age 95-99. At Varsity, we’ve expressed our opinions before about not lumping everyone 65+ into one category. This new research has driven home, once again, that people of ages need to be seen as individuals — when it comes to technology or anything else.

Viagra. CIALIS. Levitra. ADDYI.

Surely you recognize some of these brand-name drugs. They all have one thing in common: They are designed to help with sexual dysfunctions that disproportionately affect Boomers and seniors. When these drugs rose to prominence in the 1990s and early 2000s, communities found themselves confounded by a problem that they had never encountered before — the sexual activities of their residents. Fast forward to today, when campus administrators are all too aware of the challenges that come with residents’ sexual expression.

Sexuality is a private matter, but with any large group of people living in close proximity, human nature cannot be overcome. Retirement communities are not magical places where people move after their sex drives turns off. Studies continue to show that adults are remaining sexually active longer than ever before — and are becoming more adventurous than previous generations.

According to the Longitudinal Study of Aging, 31 percent of British men aged 80 to 90 are still sexually active. That number grows to 60 percent for those 70 to 80. Aging women are also sexually active, with 34 percent of women aged 70 to 80 regularly engaging in some form of sexual expression. In fact, the National Council on Aging has found that women over the age of 70 find sex more physically satisfying than when they were in their 40s or younger!

The reason behind the increase in sexual activity in older adults becomes obvious if you ponder it for a moment. First, people are living longer, healthier lives! With an emphasis on wellness, fitness and nutrition, older adults are now in physically better shape than they were at similar ages in previous generations. Then, we have to factor in the pharmaceutical sexual revolution that was created by the drugs mentioned at the beginning on this article. They enable sexual activity to continue to occur far longer than nature may have provided for. Lastly, the current generation of Boomers also happens to be the generation that came of age in the 1960s. The Summer of Love and the Age of Aquarius may still be holding sway today, half a century later.

These changes are having direct effects on the day-to-day management of communities. Relationships developing between residents are common — and now more than ever, probably include a sexual component. Women outnumber men on campuses significantly, leading to a situation of supply and demand between the sexes that can cause interpersonal conflict to arise. These conflicts may not be limited to your community, either! As family members learn of these relationships, they may look to staff to intervene on their behalf; however, residents are adults and can make their own decisions, even if their children aren’t happy with them. This puts administrators and managers in precarious situations, dealing with sensitive topics that they might have never thought about before.

Let’s face it — sexual activity is more than likely occurring between residents on retirement campuses nationwide. The statistics don’t lie. As professionals in the aging services industry, it’s our job to understand the trends we’re seeing in our residents and respond appropriately to protect their well-being. Sex is just another aspect of wellness that is coming to the forefront and is one that we all must be aware of.

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