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Last week, Greystone joined thousands of senior living professionals in Boston for the LeadingAge Annual Meeting 2025, held in conjunction with the Global Ageing Network—which brought together leaders, providers, and innovators dedicated to shaping the future of senior living through strategy, insight, and innovation.
Greystone executives from across the company led high-impact sessions throughout the week, offering data-driven perspectives and actionable strategies on many of the field’s most pressing challenges—from how to respond to the growing senior demographic to drawing on partners to achieve sustained occupancy growth.
Building Accountability and Trust in Paid Placement Agencies
Exploring the intersection of mission and marketing, Greystone Senior Vice President Mindy Cheek joined Matt Wilson and Anne Moses of Next Level Senior Advisors and Alyssa Adam of Buckner Retirement Services for “How Important Are Placement Agencies to Your Marketing Program?”
The discussion examined how providers can engage with placement agencies in ways that uphold transparency, shared values, and alignment with an organization's mission. The session reinforced that successful agency partnerships are built on trust and shared purpose—echoing Matt Wilson’s reminder that “We’re looking for collaboration, not competition.”
Panelists addressed both the benefits and challenges of these partnerships—covering topics such as market competition, agency fees, budgeting, and the importance of accountability throughout the referral process. As Mindy Cheek noted, “If placement agencies are an extension of your sales team, we need to ensure they represent the community well—hold placement agencies accountable to know the benefits and value proposition of your community.”
By aligning mission and marketing strategy, providers can strengthen collaboration with placement agencies, elevate the prospect experience, and drive sustainable occupancy growth.
The Senior Living Growth Imperative: Translating Data into Strategic Growth
The following day, Greystone Executive Vice President Brad Straub, along with Lisa McCracken, Head of Research and Analytics for the National Investment Center for Seniors Housing & Care (NIC), and Arick Morton, Chief Executive Officer of NIC MAP Vision, presented “The Senior Living Growth Imperative: Prepare for Sustained Growth” to a packed audience—underscoring the urgency providers feel about how to expand their mission in today’s market.
The session offered a strategic analysis of demographic growth, market absorption, occupancy, and new construction starts, challenging not-for-profit leaders to identify and respond to the need for more senior housing. Arick Morton of NIC MAP noted, “At the current construction rate, we’re looking at under-capacity scenarios within the next few years.” The message was clear: proactive planning and investment will be essential to meet future demand and ensure access for the next generation of older adults.
Brad Straub noted that for providers waiting for construction prices to come back down, the scale and scope of projects have only increased—the $100 million projects yesterday are now the $200–$300 million new standard. He emphasized that even amid this evolving market, the current environment still presents a strategic window for mission-driven organizations to act, highlighting several forward-thinking providers across the sector who have successfully responded by focusing on optimizing existing campuses—modernizing common areas, rebalancing healthcare services, and expanding independent living offerings to meet rising demand. Arick Morton added that new construction starts are at some of their lowest levels and that the senior housing industry is on pace to be under capacity by 2028.
From Strategic Vision to Measurable Results
Focusing on how mission-driven organizations can execute on growth, Greystone Executive Vice President Stuart Jackson joined Tim Buist, Chief Strategy & Implementation Officer of HutsonWood, for “How to Identify Your Organization’s Growth Plan.” The session examined two distinct growth strategies—one expanding through a new campus and another through the repositioning and expansion of an existing community.
Attendees gained insight into how asking the right questions—of leadership teams, boards, and stakeholders—can clarify priorities, guide investment, and align organizational vision with market realities. Growth occurs when organizations align purpose with opportunity, unite stakeholders around a shared strategy, and execute with clarity and accountability. The conversation also underscored the need for providers to partner and move beyond planning into disciplined execution—bridging mission, market, and performance to achieve measurable results. As Tim shared, “The CEO of our board has been a developer for years, and when he looked at our CCRC project—the complexity and what’s involved—he said, ‘We’re going to need help.’” This sentiment captured the broader reality: even experienced leaders recognize the importance of trusted partnerships to navigate the complex dynamics of growth.
The 2025 LeadingAge Annual Meeting served as an engaging forum for innovation, growth, and addressing the evolving needs of communities and providers within the senior living sector. The conference featured keynote presentations, collaborative panel discussions, and networking events—all of which facilitated the advancement of ideas and strengthened partnerships. Greystone is proud to be Gold Sponsor of LeadingAge, supporting this mission of serving older adults and collaborating with providers and partners to help shape the future of the industry.
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