Tag: storytelling

When a senior living community embraces healthcare as part of its brand—not something to distance itself from—it unlocks a competitive advantage many organizations overlook. That idea set the tone for this week’s conversation on Varsity’s weekly Roundtable, where we were joined by Michael Whitlow, VP of Sales & Marketing Services at Greystone Communities.

Michael offered a candid look at what it really takes to market the healthcare end of the continuum, from building trust through honest guidance to strengthening referral partnerships and owning your role as the local expert. Below are a few Fresh Perspectives from his discussion.

BE THE EXPERT, EVEN WHEN THE ANSWER IS “NOT HERE”

Recommendation is part of the job, even if that means sending a family somewhere else. Guiding people to the right fit builds long-term credibility, reputation and referrals that no ad campaign can buy.

OUTREACH IS A DISCIPLINE, NOT A PERSONALITY TYPE

The best outreach pros aren’t the chattiest, they’re the most consistent. Give the role to someone methodical, organized and scheduled for at least two solid days a week — and watch partnerships, not just “activity,” grow.

MAKE STORYTELLING YOUR MOST VALUABLE SERVICE LINE

Video testimonials, resident ambassadors and even stories from those who’ve passed on are powerful tools to humanize healthcare. Done thoughtfully, these narratives soften fear, honor lives and make the continuum feel like a promise, not a threat.

DON’T LET STAR RATINGS DO ALL THE TALKING

A CMS rating can make or break hospital networks, but it’s not the whole story for families. Celebrate the five stars, but also equip your team to explain the dips, put them in context and reassure partners that quality — not just a score — is being managed.

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. 

Every community has amenities. Every community has services. But not every community has a voice—a distinct personality that captures who they are and why people belong there. During our latest Roundtable, Rob Smith, Varsity’s Executive Creative Director, explored how to uncover and amplify that voice to create deeper, more authentic connections with prospects and residents.

Rob shared strategies for identifying the traits that make your community truly one of a kind and how to express that identity through storytelling, archetypes, and consistent messaging. His insights highlighted how clarity of voice can transform marketing from transactional to emotional, helping communities stand out in a crowded senior living marketplace. Below are a few Fresh Perspectives from his discussion. 

UNIQUE COMMUNITY IDENTITY

To stand out in a competitive market, it’s crucial to identify and showcase the unique traits and experiences that define your community. This distinct personality helps capture the attention of potential residents and differentiates you from competition.

ENGAGING STORYTELLING

Highlighting your community’s authentic voice through compelling stories about residents, staff, and interactions helps create deep emotional connections with prospective residents. This narrative approach is essential in turning initial interest into lasting relationships.

ARCHETYPES FOR BRAND DEPTH

Incorporating Jungian archetypes into your brand strategy helps dimensionalize and enrich your community’s voice. Choosing the right archetype or combination can powerfully convey your community’s core values and aspirations to potential residents.

DYNAMIC BRAND POSITIONING

Through qualitative engagement with community leadership and archetype exploration, identify not only what your community is today but also its future potential. Craft an authentic, aspirational brand positioning that distinguishes your community in the marketplace and resonates deeply with your target audience.

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.