Greystone is excited to join LeadingAge Pennsylvania 2026 Annual Conference in Hershey!

If you're attending, be sure to check out our sessions:

‍Waitlist is a Dirty Word: Membership Has its Benefits | Mary Jane Fitts (Greystone), Cameron Martin, and Derek Dunham (Varsity)

Monday, May 11, 2026, at 3:00 P.M. - 4:00 P.M. ET

As Baby Boomers enter the market in record numbers, demand for senior living continues to outpace supply. New communities are being developed, yet traditional waitlists often risk becoming little more than parking lots for prospects. Without a strategic approach, providers face stalled conversions and declining retention. What if the waitlist could serve as an accelerator rather than a holding place? This session explores how The Highlands at Wyomissing, a Pennsylvania provider, reimagined the waitlist as a membership-based conversion program—transforming passive prospects into engaged participants actively moving through the community sales journey.

Attendees will hear from Varsity, a leading creative agency, on the marketing tactics and advertising strategies—including both digital and print collateral—that successfully reframed the waitlist and incentivized faster conversion. These programs provided residents with meaningful benefits, including early access to community amenities such as dining, wellness, and lifestyle programming, as well as the opportunity to secure their position in the community at a financial savings. This approach not only built stronger connections with prospects but also elevated the perceived value of the community experience.

The presentation will then broaden the discussion with insights from Greystone, a nationally recognized senior living advisor, featuring case studies from across the country. These examples will demonstrate how CCRCs are implementing membership waitlist models that attract depositors, accelerate conversions, and sustain retention during the operational phase—alongside policies and best practices that keep sales teams focused on new lead generation rather than over servicing depositors. Attendees will leave with practical strategies and proven models they can adapt to convert waitlists into powerful membership programs—enhancing resident value while protecting team resources and strengthening long-term occupancy outcomes.

Objectives

• Reframe the waitlist as a membership opportunity that adds value for prospects.
• Implement marketing strategies, messaging, and engagement tactics that drive conversion and maintain retention.
• Create waitlist program policies that do not pull sales and marketing personnel away from lead generating tasks.

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Aligning Pricing Strategies with Today’s Market | Stuart Jackson, Tricia Mackin (Greystone) and Brad Paulis (Continuing Care Actuaries)

Tuesday, May 12, 2026, at 1:45 P.M. - 2:45 P.M. ET

Today’s senior living environment requires providers to align pricing and contract structures with the current market, positioning them to maximize revenue while also expanding mission.

Many communities still rely on legacy pricing and contract options as consumer expectations, value perception, and local competition evolve. When pricing and contract structures don’t reflect how today’s prospects evaluate value, the result is slower occupancy, lower conversion, and loss of revenue. Adjusting contract options and pricing to match market value also requires supporting actuarially sound practices for short- and long-term gain.

This presentation outlines how to develop and introduce new contract and pricing options that broaden the prospective resident pool while preserving financial and actuarial sustainability and provides examples showing measurable increases in occupancy and revenue.

Objectives

• Align pricing with the current market environment by assessing demand, value perception, and competitive positioning.
• Develop and introduce new contract and pricing options that broaden the prospective resident pool while maintaining financial sustainability.
• Position the community within the broader market—aligning offerings and value messaging to optimize occupancy and revenue.