Tag: Varsity Roundtable

The following is a recap from Varsity’s Roundtable, 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. 

Senior living has a built-in advantage when it comes to attracting and retaining employees: the work has purpose. But purpose alone doesn’t create a strong workplace culture. Employees also want to feel valued, understand what’s expected of them and see their own values reflected in the organization. And despite plenty of talk about generational differences, those expectations cut across age groups.

Denise Boudreau, President of Drive, joined Varsity’s weekly Roundtable to explore what today’s workforce really wants and how senior living organizations can build cultures where people want to work, contribute and stay. Below are a few Fresh Perspectives from her discussion.

PURPOSE IS NOT A GENERATIONAL ISSUE

Workers across age groups are looking for greater meaning, balance and fulfillment at work. Denise shared data showing the importance of work-life balance actually increased with age. The opportunity for senior living is significant because purpose is already naturally built into the work.

EMPLOYEES WANT ACCOUNTABILITY, BUT ITS MEANING IS CHANGING

Accountability consistently ranks among employees’ most desired workplace values, but the conversation is shifting from holding others accountable to taking personal ownership. Employees want to understand what they are responsible for, where the organization is headed and how their work contributes to larger goals.

CULTURE CAN AND SHOULD BE MEASURED

Culture is more than a feeling. Denise emphasized using data to understand whether employees’ personal values align with what they actually experience at work. That alignment drives engagement, fulfillment and an employee’s ability to show up authentically.

STRONG CULTURE HAS A MEASURABLE BUSINESS IMPACT

Organizations with strong cultures saw 38% lower turnover than those with poor cultures. Stronger culture scores impact occupancy, including one organization where the strongest-culture sites averaged 94% occupancy compared with 66% at the weakest.

COMPENSATION ALONE WILL NOT SOLVE RETENTION

Paying a living wage matters, but Denise cited research showing toxic culture was 10.4 times more likely to drive employees away than compensation.  

The following is a recap from Varsity’s Roundtable, 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. 

For many senior living prospects, choosing a community is only part of the decision. The harder step can be leaving a longtime home filled with memories, belongings and a sense of security. Even prospects who are excited about a community and financially ready to move can find themselves stalled by the emotional and logistical realities of getting from one home to the next.

Jennifer Hornacek of Moving Station joined Varsity’s weekly Roundtable to discuss how sales teams can better recognize and address those barriers. She explored how asking better questions, connecting prospects with trusted relocation resources and making the transition itself part of the sales experience can reduce friction, build confidence and help move prospects toward a decision. Below are a few Fresh Perspectives from her discussion.

YOUR BIGGEST COMPETITOR MAY BE THE PROSPECT’S HOME

Prospects can love the community, be financially qualified and see themselves living there, yet still hesitate because of the emotional and practical challenges of leaving a longtime home. Understanding that barrier can help sales teams address what’s really holding up the decision.

SOLVE THE MOVE, NOT JUST THE SALE

Downsizing, selling a home, accessing equity and coordinating timing can quickly overwhelm a prospect. Connecting them with trusted resources and creating a clear path from their current home to the community can help turn “I’m not ready” into forward momentum.

LISTEN FOR WHAT PROSPECTS AREN’T SAYING

A hesitation to move may be rooted in concerns prospects haven’t clearly expressed. Asking what worries them, what they’re leaving behind and what would make the process easier can uncover obstacles before they stall the sale.

THE RIGHT PARTNERS CAN MAKE OR BREAK A MOVE

Realtors, move managers, downsizers and other partners should understand senior living and the prospect’s ultimate goal. A well-meaning partner who doesn’t understand the community or its value can introduce doubt and potentially derail a move.

MAKE THE TRANSITION PART OF YOUR DIFFERENTIATOR

Beautiful residences, dining, wellness and amenities may look similar across competing communities. Helping prospects navigate the difficult journey from their current front door to their new one gives communities another meaningful way to stand apart.

VARSITY’S FRESH PERSPECTIVE

Senior living sales teams spend a lot of time perfecting the community experience, but sometimes the biggest barrier to a move is the home a prospect is struggling to leave behind. Understanding the emotional, financial and logistical weight of leaving a longtime home can change the sales conversation. The teams that uncover those concerns early and connect prospects with the right resources can turn hesitation into momentum while building trust along the way. 

The following is a recap from Varsity’s Roundtable, 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. 

Retirement planning tends to focus heavily on finances, but leaving a career also means navigating major changes in identity, relationships, routine and purpose. For longtime senior living leaders, who spend their careers helping others navigate life transitions, experiencing that shift firsthand can bring an entirely new perspective on what it means to live with purpose as we age.

Larry Carlson, a longtime senior living innovator, joined Varsity’s weekly Roundtable to share his own journey into retirement and what he’s learned along the way. The conversation explored the difference between staying busy and finding purpose, separating identity from a job title and how senior living communities can help residents continue to contribute, serve and create what Larry calls a “living legacy.” Below are a few Fresh Perspectives from his discussion.

RETIREMENT REQUIRES MORE THAN FINANCIAL PLANNING

Leaving a career can mean losing the routines, relationships, influence and identity that shaped daily life for decades. Preparing emotionally and spiritually, and thinking about what a new “scorecard” looks like, can make the transition more purposeful.

PURPOSE IS DIFFERENT FROM STAYING BUSY

A full calendar doesn’t necessarily create fulfillment. Retirement can provide the freedom to shift from accomplishing to participating, choosing meaningful ways to mentor, serve, create and contribute without simply recreating another full-time job.

IDENTITY CAN OUTLAST THE JOB TITLE

For high achievers, separating who they are from what they do can be one of retirement’s biggest challenges. The transition creates an opportunity to rethink identity, establish a new rhythm and explore what might emerge when professional titles no longer define the day.

SENIOR LIVING SHOULD CREATE OPPORTUNITIES TO CONTRIBUTE

Communities can go beyond activities by viewing residents as citizens with experience, skills and purpose rather than simply consumers of services. Volunteering, mentoring, leading and serving can help residents continue building a meaningful “living legacy.”

RETIREMENT DOESN’T HAVE TO BE ALL OR NOTHING

Experienced professionals may still want to contribute while gaining more time for family, travel and personal interests. Consulting, passion projects, flexible leadership roles and job sharing can provide a bridge between a demanding career and traditional retirement.

The following is a recap from Varsity’s Roundtable, 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. 

Most older adults say they want to age in place, yet relatively few have developed a plan for how they’ll do it. That gap creates an opportunity for senior living providers to do more than market communities. It gives them a chance to become trusted guides, helping people think through one of life’s biggest decisions long before a move is on the horizon. That’s exactly what Ryan Frederick explored as a guest on Varsity’s weekly Roundtable. 

The author of Right Place, Right Time, founder of Here and leading voice on Place Planning shared how providers can engage prospects earlier, build trust through education instead of sales, and help people make more intentional decisions about where they’ll live as they age. Along the way, he explained why shifting conversations from amenities to quality of life can create stronger relationships and, ultimately, a healthier pipeline. Below are a few Fresh Perspectives from his discussion.

START THE CONVERSATION BEFORE THE MOVE IS IMMINENT

Many older adults haven’t developed a plan for where they’ll live as they age. By engaging people years before they’re ready to move, senior living providers can build trust, educate consumers and become a valued resource long before a housing decision is made.

LEAD WITH LIFE, NOT THE BUILDING

Conversations are more meaningful when they focus on a person’s health, relationships, finances and home rather than amenities and floor plans. Helping prospects reflect on how well their current situation supports the life they want often reveals needs they hadn’t recognized.

EDUCATION BUILDS TRUST BETTER THAN A SALES PITCH

Consumers are looking for objective guidance, not pressure. Providing a framework that helps people explore their options empowers them to make informed decisions and positions providers as trusted advisors rather than salespeople.

PLACE PLANNING ISN’T JUST FOR PEOPLE IN THEIR 70s

The best time to begin thinking about where you’ll live may be years before a move is necessary. Starting in your 50s or 60s gives people more flexibility to make intentional decisions that support long-term health, independence and quality of life.

SUCCESS SHOULD BE MEASURED BY RELATIONSHIPS, NOT JUST MOVE-INS

Early engagement expands the pool of people who know and trust your organization. As life circumstances change over time, those relationships naturally create more opportunities for future move-ins.

VARSITY’S FRESH PERSPECTIVE

Too often, senior living marketing begins when someone is already searching for a community. Place Planning reminds us that many of the most important decisions happen years before that first tour. Organizations that position themselves as trusted educators (not just providers) have an opportunity to build relationships much earlier in the journey.

For sales and marketing leaders, that means creating content, events and conversations that help people think about aging well, even if a move isn’t on the horizon. When the focus shifts from selling communities to helping people make better decisions, trust grows and so do future move-in opportunities.

The future of senior living may depend as much on what happens beyond a community’s walls as what happens inside them. As providers look to serve more older adults and strengthen their role in the broader community, many are rethinking how campuses connect with the neighborhoods around them. That means creating places that encourage everyday interaction, celebrate local identity and make senior living a more visible, welcoming part of community life.

Those ideas were the focus when Max Winters, Senior Designer at RLPS Architects, joined Varsity’s weekly Roundtable to explore how thoughtful design can strengthen community connections, support healthier aging and help senior living organizations build meaningful partnerships beyond their campuses. Below are a few takeaways from his discussion.

DESIGN COMMUNITIES, NOT JUST CAMPUSES

The future of senior living isn’t about recreating everything behind campus walls. The strongest communities connect residents to the neighborhoods around them, strengthening both quality of life and the communities they serve.

SOCIAL CONNECTION HAPPENS IN EVERYDAY MOMENTS

Small interactions like a conversation with a barista, seeing familiar faces or gathering in welcoming public spaces play a meaningful role in healthy aging. Designing for those everyday connections can improve both physical and cognitive well-being.

BUILD PLACES THAT WELCOME EVERYONE

Mixed-use developments, public restaurants, shared gathering spaces and adaptive reuse projects create natural opportunities for residents and neighbors to interact, making senior living an active part of the broader community instead of a destination apart from it.

A STRONG SENSE OF PLACE CREATES STRONGER PARTNERSHIPS

Communities with a clear identity rooted in their history, culture and local character are better positioned to build partnerships, attract visitors and create experiences that feel authentic rather than generic.

CULTURE SHOULD LEAD, BUILDINGS SHOULD FOLLOW

Lasting transformation begins with programming, operations and organizational culture. As communities evolve, the need for new or redesigned spaces becomes much clearer—and much more effective.

VARSITY’S FRESH PERSPECTIVE

The future of senior living isn’t about building bigger campuses. It’s about building stronger connections. Communities that open their doors to neighbors, celebrate their local identity and create opportunities for everyday interaction will be better positioned to attract future residents and strengthen the communities they serve.

For sales and marketing leaders, that starts with thinking beyond occupancy. Every partnership, event and shared experience is an opportunity to reinforce your community’s role as a vibrant, connected part of the neighborhood.

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The following is a recap from Varsity’s Roundtable, 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. 

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Caregiving doesn’t begin the day someone moves into senior living or needs help with daily tasks. For many adult daughters, it starts years earlier through the quiet, often invisible work of planning ahead, managing family relationships, carrying emotional burdens and constantly thinking about what’s next. While much of that work goes unnoticed, it can have a profound impact on both the daughter providing support and the aging parent receiving it.

During Varsity’s weekly Roundtable, Dr. Allison Alford, author of Good Daughtering (available on Amazon), explored the hidden realities of family caregiving, why daughters often shoulder responsibilities that others never see, and how senior living professionals can better understand and support them throughout the decision-making process. Below are a few Fresh Perspectives from her discussion.

DAUGHTERING IS MORE THAN CAREGIVING

Supporting an aging parent extends far beyond medications, appointments and daily tasks. Daughters also carry the invisible work of planning, worrying, preserving family traditions and holding relationships together. Recognizing that unseen work is the first step toward addressing it.

EMPATHY MATTERS DURING THE DECISION-MAKING PROCESS

Adult daughters are often balancing guilt, finances, family dynamics and their parent’s wishes all at once. Sales teams that acknowledge those emotions while treating both the daughter and parent with dignity build stronger trust and better relationships.

THE DAUGHTER’S ROLE EVOLVES AFTER THE MOVE

Moving into senior living doesn’t end a daughter’s responsibilities. Her role shifts from hands-on caregiving to advocacy, coordination and emotional support, helping ensure her parent continues to thrive while maintaining family connections.

AIM TO BE A “B+” DAUGHTER, NOT AN “A+” DAUGHTER

Burnout often happens because daughters feel responsible for everything. Setting realistic expectations and healthy boundaries allows them to support their parents while still making room for their own careers, families and well-being.

BECOME THE CEO OF THE CARE TEAM

Instead of trying to do every task yourself, coordinate the people around you. Delegating responsibilities to siblings, spouses, adult grandchildren and the senior living team creates a more sustainable approach and allows daughters to spend more quality time simply being a daughter.

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The following is a recap from Varsity’s Roundtable, 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. 

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Artificial intelligence is quickly becoming part of everyday life, and one of its most promising applications may be helping older adults stay connected, engaged and independent. 

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Assaf Gad, VP of Strategy and General Manager at Intuition Robotics, the company behind ElliQ, an AI-powered companion created specifically for older adults. Gad shared how AI companions are helping reduce loneliness, personalize support and strengthen the circle of care without replacing family members or caregivers. Below are a few Fresh Perspectives from his discussion.

AI SHOULD STRENGTHEN HUMAN CONNECTION, NOT REPLACE IT

The most effective AI companions don’t replace caregivers or family members. They make it easier for older adults to stay connected to the people, services and communities that support them.

PROACTIVE AI CAN DRIVE BETTER OUTCOMES

The biggest difference between an AI companion and a voice assistant is initiative. By learning routines and offering timely prompts, AI can encourage healthier habits, stronger social connections and greater independence.

PERSONALIZATION BUILDS TRUST AND ADOPTION

Older adults don’t need to master the technology on day one. AI that adapts to each person’s pace, preferences and comfort level creates stronger engagement and long-term adoption.

THE GOAL IS INDEPENDENCE, NOT SURVEILLANCE

Successful AI solutions give older adults more control over their lives. Consent, dignity and user choice should remain at the center of every interaction and every connection with caregivers.

AI CAN HELP CARE TEAMS WORK SMARTER

AI companions can surface timely insights, automate routine check-ins and promote community programs, allowing staff to prioritize residents who need the most attention while improving engagement across the community.

VARSITY’S FRESH PERSPECTIVE

AI companions represent one of the most promising applications of artificial intelligence in senior living because they address a uniquely human challenge: connection. While much of the AI conversation focuses on automation and efficiency, technologies like ElliQ remind us that AI can also strengthen relationships, encourage healthy behaviors and help older adults maintain their independence. 

The most successful solutions won’t replace people, they’ll help people stay more connected to one another. For senior living organizations, the opportunity extends beyond adopting new technology, it’s about thoughtfully integrating AI into the resident experience and using it to support care teams and personalize everyday interactions.

The following is a recap from Varsity’s Roundtable, 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. 

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Art has the power to do something facts and statistics often can’t: change the way people see one another. In senior living, where outdated stereotypes about aging still influence everything from marketing to everyday interactions, creativity can become a powerful tool for reshaping perceptions and celebrating the richness of later life. 

That’s exactly the focus of Meg LaPorte and Jordan Evans, co-founders of Art Against Ageism, who joined Varsity’s weekly Roundtable to share how storytelling, public art and interactive experiences are helping challenge ageism and inspire more authentic conversations about aging. Below are a few Fresh Perspectives from their discussion.

AGEISM IS OFTEN INVISIBLE UNTIL YOU LOOK FOR IT

Age bias often appears in subtle ways, from marketing imagery to everyday language. Regularly auditing communications and customer experiences can uncover hidden stereotypes.

PUBLIC ART CAN STRENGTHEN COMMUNITY CONNECTIONS

Murals and interactive installations invite engagement, generate conversation and help position senior living as an active part of the local community.

AUTHENTICITY BUILDS TRUST

Showing real residents, real experiences and everyday life creates more credible storytelling and helps families connect before they ever visit.

SMALL EXPERIENCES CAN CHANGE BIG BELIEFS

Interactive activations don’t have to be elaborate. Simple, thoughtful experiences can spark conversations that reshape perceptions of aging.

STORIES BRING PEOPLE TO LIFE

Portraits capture attention, but personal stories create emotional connection and help audiences see people instead of stereotypes.

FIGHTING AGEISM TAKES AN ORGANIZATION-WIDE EFFORT

Marketing matters, but lasting change also comes from staff, partnerships and everyday interactions that celebrate aging with dignity.

Artificial intelligence is rapidly changing the way consumers search for information, evaluate options and make decisions online. As AI-powered platforms like ChatGPT, Gemini, Claude and Perplexity become a larger part of the consumer journey, senior living organizations are beginning to ask an important question: How do we ensure our brand gets found, cited and recommended?

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Jeremy Freeman, Zack Collevechio, and Dave Shoffner. The trio explored how AI is reshaping paid media, website content and public relations, while sharing practical strategies senior living organizations can use to build visibility and credibility in an increasingly AI-driven search environment. Below are a few Fresh Perspectives from their discussion.

BRAND STRENGTH IS BECOMING A COMPETITIVE ADVANTAGE

As AI helps consumers narrow their options more quickly, trusted and recognizable brands are more likely to be surfaced and recommended. Future visibility may depend less on who ranks highest and more on who has established credibility, awareness and authority in the marketplace.

FEWER CLICKS DOESN’T NECESSARILY MEAN LESS OPPORTUNITY

As AI provides answers directly within search results, website traffic may decline. However, those who do click through are likely to be further along in the decision-making process and more qualified. Success may be measured less by traffic volume and more by the quality of engagement and leads generated.

FIRST-PARTY DATA IS GROWING IN VALUE

Clean CRM data, audience insights and customer information are becoming increasingly important as AI-powered targeting and recommendation systems evolve. Organizations that invest in their data infrastructure today will be better positioned as AI becomes more integrated into marketing and consumer decision-making.

EARNED MEDIA MAY MATTER MORE THAN YOUR WEBSITE

While websites remain important, most AI citations come from third-party sources such as news coverage, industry publications, research, Wikipedia and community-driven platforms. Building credibility outside your own channels is becoming a critical part of AI visibility.

AI IS REWARDING AUTHORITY, NOT JUST CONTENT

Organizations that provide expertise, perspective and context are more likely to be cited than those simply publishing information. As AI helps users understand the bigger picture, thought leadership and trend-focused content are becoming increasingly valuable.

THE BEST AI STRATEGY MAY BE BETTER COMMUNICATIONS

One of the most encouraging takeaways is that organizations do not need to reinvent their marketing strategy. Media relations, thought leadership, speaking opportunities and strong content remain some of the most effective ways to build both human and AI credibility.

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.