Connecting the Dots: Senior Living Success with Matt Reiners

Hosted by Connecting the Dots

Business EntrepreneurshipInterviews guests

Website RSS feed LinkedIn YouTube

Episodes

191

Latest episode

Jun 2026

Language

About the show

This is Connecting the Dots: Senior Living Successwith Matt Reiners, Girl Dad, Husband, 2x Tech Co-Founder, and Senior Living Enthusiast where we dive right into what drives the senior living industry. Matt interviews thought leaders from all parts of the industry as we cover everything from resident & staff satisfaction to innovative technology, community culture, to finance & operations. If you're in the senior living industry, it's safe to say this podcast will have something for you.

Listen to episodes

60 recent

June 16, 202623 min

The AI-Enabled Senior Living Marketer: Strategy, Automation, and Action with Carsten Ellsworth - Director of Marketing at Avista Senior Living

In this episode of Connecting the Dots, I sit down with Carsten Ellsworth, Director of Marketing at Avista Senior Living, to explore what it really means to become an AI-enabled marketer.Carsten shares how he “accidentally” found his way into senior living through an internship that turned into a nine-year career, and how his passion for marketing has evolved alongside the rise of AI. Rather than treating AI as a shortcut or content machine, Carsten sees it as a tool for deeper thinking, better strategy, and building real systems that improve the way marketing teams operate.The conversation covers practical ways senior living marketers can use AI today, from campaign strategy and reporting to business frameworks, automation, app-building, and data analysis. Carsten also offers a grounded perspective for leaders who feel behind: the key is not mastering everything at once, but taking action and applying AI to the next real problem in front of you.Guest Bio:Carsten Ellsworth is the Director of Marketing at Avista Senior Living, where he leads marketing strategy across a diverse portfolio of senior living communities. An AI-enabled marketer, Carsten is passionate about using artificial intelligence to enhance strategic thinking, improve workflows, analyze data, and build practical systems that help teams move faster and make smarter decisions. His approach to AI is rooted in experimentation, action, and the belief that these tools can empower marketers to expand what they are capable of creating.Time Stamps02:38 — Carsten’s path into senior living03:45 — The moment AI became empowering07:22 — Practical AI value in senior living marketing08:25 — Building AI business frameworks11:13 — Turning a spreadsheet into a real internal app13:18 — Avoiding AI slop15:37 — Balancing data, intuition, and AI insights17:26 — First steps for marketers who feel behind20:38 — Why AI-enabled people will have the advantage22:08 — What separates marketers who thrive from those who struggle22:54 — Final thoughts on empowerment and possibilityCarsten Ellsworth, Director of Marketing at Avista Senior Living, joins Matt Reiners to discuss how AI-enabled marketers can use strategy, automation, data, and action to build real marketing systems in senior living.

June 9, 202630 min

What’s the Yap? with Rachel Keller - ChatGPT, Claude, or Copilot? How to Choose the Right AI for the Job

In this episode of What’s the Yap?, I welcome back Rachel Keller back to the senior living industry and dives into one of the most common questions surrounding AI today: Which AI tool should you actually be using?Rachel shares her experience using ChatGPT, Claude, and other AI tools in both her personal and professional life, discussing where each platform excels and how professionals can think more strategically about AI adoption. The conversation explores practical use cases, productivity hacks, AI-powered caregiving applications, and why emotional intelligence may become even more valuable as artificial intelligence continues to advance.Whether you’re just getting started with AI or looking to deepen your usage, this episode offers practical advice on choosing the right tools while staying focused on the uniquely human skills that technology can’t replace. Guest BioRachel Keller is a senior living leader known for her passion for innovation, technology adoption, and operational excellence. After spending time in the dental industry, Rachel has returned to senior living, bringing fresh perspectives on AI, workforce efficiency, caregiver support, and the importance of human connection in an increasingly digital world. Throughout her career, she has been an advocate for leveraging technology to improve experiences for both employees and residents while maintaining a strong focus on relationships and emotional intelligence. TL;DR: Rachel Keller joins Matt Reiners to discuss ChatGPT, Claude, Copilot, and the future of AI in senior living. Learn how to choose the right AI tool, improve productivity, and develop the human skills that matter most in an AI-driven world.

June 2, 202628 min

The Real Data Story Behind Senior Living Occupancy in 2026 with Maggie Seybold, VP of Customer Insights at WelcomeHome

Senior living occupancy is climbing, but the headline numbers only tell part of the story.In this episode, I sit down with Maggie Seybold, Vice President of Customer Insights at WelcomeHome, to explore what the latest data reveals about occupancy, sales performance, and resident retention across thousands of senior living communities. Drawing from WelcomeHome’s extensive benchmark data, Maggie explains why average occupancy figures can be misleading, how top-performing operators are generating stronger results with fewer leads, and where many communities are losing prospects in the sales process.The conversation also examines the growing influence of AI on senior living search behavior, the importance of post-tour engagement, and why operators should focus just as much on length of stay as they do on move-ins. Maggie shares practical insights on the metrics that matter most, the strategies high-growth communities are using to increase occupancy, and what operators should be doing now to prepare for the next generation of senior living consumers. WelcomeHome Data Report Link. What does senior living occupancy really look like in 2026? Maggie Seybold of WelcomeHome shares data-backed insights on occupancy trends, sales performance, AI-driven search behavior, resident retention, and what separates top-performing communities from the rest.Episode Timestamps2:00 – Introduction to Maggie Seybold and WelcomeHome3:20 – The real story behind today’s occupancy numbers5:20 – Why occupancy averages don’t tell the whole story6:00 – The KPIs that actually matter in senior living sales8:15 – The industry’s biggest missed opportunity: post-tour follow-up11:00 – Why sales teams struggle with closing11:45 – How AI is changing senior living search behavior15:20 – The risks and opportunities of AI-driven discovery16:15 – What top-performing communities do differently19:40 – Occupancy protection and the importance of length of stay22:30 – The surprising relationship between sales cycle length and resident retention24:30 – How high-growth communities accelerate occupancy gains26:15 – Preparing for the next generation of senior living consumers28:20 – Maggie’s outlook on the future of senior living sales and marketing29:00 – Closing thoughts

May 26, 202627 min

From Residents to Citizens: A New Model for Senior Living with Jill Vitale-Aussem, President & CEO at Christian Living Communities Author of “Disrupting the Status Quo of Senior Living: A Mindshift”

In this episode of Connecting the Dots, Matt sits down with Jill Vitale-Aussem, President and CEO of Christian Living Communities, to explore a powerful shift in senior living: moving from a hospitality-driven model to a citizenship model rooted in purpose, belonging, reciprocity, and shared ownership.Jill reflects on her early experiences in nursing homes, the moment she began questioning the “we’ll do everything for you” promise often found in senior living, and why true community is built when residents are seen not just as customers, but as citizens with gifts, agency, and something meaningful to contribute.Together, Matt and Jill discuss how this model changes daily life inside communities, how residents and team members care for one another, and why leaders should begin with better questions instead of ready-made answers.Guest Bio:Jill Vitale-Aussem is the President and CEO of Christian Living Communities, where she leads the organization’s vision, culture, and growth across a continuum of services for older adults. With more than 30 years of experience in senior living, Jill has served in leadership roles across nursing homes, assisted living communities, and life plan communities. She previously served as President and CEO of the Eden Alternative, advancing a global movement focused on improving quality of life for older adults and their care partners.Jill is a licensed nursing home administrator, reframing aging facilitator, Eden Alternative educator, and graduate of the LeadingAge Leadership Academy. She is also the author of Disrupting the Status Quo of Senior Living: A Mindshift and speaks internationally on leadership, culture change, and ageism.Chapters:02:00 — Introduction to Jill Vitale-Aussem03:14 — Jill’s path into senior living06:07 — Questioning the hospitality model07:14 — Purpose, independence, and ageism09:06 — What citizenship means in senior living10:18 — Citizenship in everyday community life13:07 — Doing things with residents, not for residents15:15 — Purpose in action17:02 — Helping people recognize their gifts19:02 — Resident ownership of team member experience22:01 — How citizenship reshapes leadership23:34 — Reciprocity between residents and team members25:34 — Where leaders should begin27:45 — Closing reflections

May 19, 202622 min

Building the Next Generation of Senior Living Leaders with Dr. Nancy Swanger - Founding Director, Granger Cobb Institute for The Business of Aging Washington State University

In this episode of Connecting the Dots, I sit down with Dr. Nancy Swanger, Founding Director of the Granger Cobb Institute for the Business of Aging at Washington State University, to talk about what it takes to prepare the next generation of senior living leaders.Nancy shares the origin story of the Institute, which began through a collaboration between Washington State University and senior living industry leaders who saw a natural connection between hospitality, business education, and aging services. She explains why the “business of aging” extends beyond traditional senior living and into the broader ecosystem of organizations, vendors, operators, and professionals serving an aging population.The conversation also explores the Institute’s professional development certificate program, how it supports workforce development, and why senior living needs more people who understand both the heart of the work and the business fundamentals required to lead well.At the center of the conversation is a powerful reminder: technical skills can be taught, but caring has to come first.Guest Bio:Dr. Nancy Swanger is the Founding Director of the Granger Cobb Institute for the Business of Aging at Washington State University. Through the Institute, Nancy helps connect hospitality education, business fundamentals, and senior living industry expertise to prepare students and professionals for meaningful careers in aging services. Her work focuses on workforce development, leadership education, and expanding awareness of the many career pathways available in the business of aging.Episode Highlights:02:44 — The origin of the Granger Cobb InstituteNancy shares how the Institute began with industry leaders who saw an opportunity to connect hospitality education, business fundamentals, and senior living.04:43 — What “the business of aging” really meansNancy explains why the field goes beyond senior living alone, touching adjacent businesses, congregate living, hospitality, and aging services.06:33 — Why the professional development certificate was createdNancy discusses the workforce gap the program was built to address, especially for emerging leaders already in the industry and professionals transitioning from other fields.09:12 — An industry-driven approach to educationNancy emphasizes that the curriculum was shaped by senior living professionals, not just academics, so learners receive practical, real-world knowledge.11:18 — What changed in version 2.0 of the certificate programThe program has expanded from 7 to 14 modules, adding topics like AI in seniors housing, navigating resident loss, dining experience, and more flexible credential options.14:33 — Why financial literacy matters in senior livingNancy and Matt discuss why every leader needs to understand the numbers, including the idea that there is “no margin, no mission.”16:06 — Who the program is designed forNancy outlines the ideal audience: emerging leaders in senior living, middle-management professionals, and people with transferable skills from industries like hospitality.17:56 — The heart and mindset senior living leaders needNancy explains why relationship-building, empathy, work ethic, and genuine care are essential in serving an aging population.20:22 — Building the future of aging services leadershipNancy looks ahead to how universities, operators, and hospitality programs can work together to attract more people into careers in senior living and aging services.Shoutout to our sponsor, Parasol Alliance, a Senior Living IT MSP

May 12, 202618 min

The New Senior Living Tech Stack: Retention, Integration, and Human Touch with Jess Kohn, HCM Consultant (Senior Living & Healthcare) with Paycor

In this episode, Matt Reiners sits down with Jess Kohn, HCM Consultant for Healthcare and Senior Living at Paycor, to talk about how senior living operators are rethinking their approach to workforce technology.Jess shares how she found her way into senior living through tech sales, what made her stay in the industry, and why relationships and trust matter so much when serving operators. The conversation explores how the pandemic accelerated technology adoption, why many organizations are now focused on consolidation and integrations, and how HR and workforce systems can directly influence employee retention, staff experience, and resident care.Matt and Jess also look ahead at the role of AI, data, and proactive decision-making in senior living operations — while emphasizing that the future still depends on preserving the human touch.Episode Highlights02:00 Matt introduces Jess Kohn and her work supporting senior living organizations through HR and workforce technology.03:06 Jess shares how her healthcare administration background and tech sales career eventually led her into senior living.05:21 Why the mission-driven nature of senior living made Jess want to stay in the industry.08:21 How technology adoption in senior living has changed from pre-COVID to today.09:58 The growing importance of integrations, simplification, and reducing tech overload.10:40 Why selling into senior living is really about trust, education, and long-term relationship-building.12:44 The workforce and HR challenges senior living leaders are trying to solve today, especially staffing and retention.15:07 How better HR systems can improve the day-to-day experience for managers, staff, and residents.16:59 Jess’s perspective on the future of senior living operations, AI, data, and human touch.18:33 Final thoughts on why employee experience will remain central to the future of senior living.

May 5, 202631 min

From Leads to Leases: Fixing the Senior Living Sales Funnel with Jerry Vinci, Founder of CCR Growth

In this episode, Matt Reiners sits down with Jerry Vinci, founder of CCR Growth and host of From Leads to Leases, to unpack why many senior living communities do not actually have a lead problem — they have a systems, follow-up, and accountability problem.Jerry shares how senior living operators can better connect marketing, sales, and operations to improve occupancy, reduce reliance on third-party aggregators, and create a more human-centered prospect journey.Chapters:01:00 — Matt introduces Jerry Vinci, CCR Growth, and Jerry’s background in senior living marketing.03:06 — Jerry shares how his family’s experience with senior living shaped his approach to marketing.07:03 — Why many operators mistake a follow-up or systems issue for a lead generation problem.08:31 — The importance of speed-to-lead and why the first five minutes matter.12:09 — Jerry explains CCR Growth’s full-funnel accountability system.14:24 — The role of mystery shopping, funnel visibility, and small process improvements.17:03 — Vanity metrics vs. the metrics that actually predict move-ins.22:36 — How one community went from low occupancy to full occupancy by fixing front desk and follow-up gaps.26:09 — Balancing automation with human-centered communication in senior living sales.30:17 — The leadership pattern Jerry sees in high-performing communities.31:22 — Where listeners can connect with Jerry and learn more about CCR Growth.

April 28, 202629 min

The Question of When: How Families Can Plan for Assisted Living Before a Crisis with Cory Fosco - Author, Speaker, & 30+ Year Industry Vet

In this episode, Matt Reiners sits down with Cory Fosco, author of The Question of When, to talk about one of the hardest decisions families face: knowing when it may be time to consider assisted living, memory care, skilled nursing, or additional support at home.Drawing from 34 years in long-term care, Cory shares why families often wait until a crisis forces the decision, how denial and guilt show up in caregiving conversations, and why starting earlier can create more choices, more dignity, and less stress for everyone involved.Timestamps03:00 — Cory’s path into senior living, from creative writing to the Mesa Senior Center06:34 — The origin story behind The Question of When and why it took decades to finish09:40 — Why timing is so difficult for families considering senior care12:59 — How denial shows up: falls, missed medications, weight loss, and shrinking independence16:42 — Separating love and responsibility from guilt and fear20:30 — What families often misunderstand about assisted living, memory care, and skilled nursing25:16 — One practical step families can take today: start the conversation early28:25 — Where to find Cory’s book and learn more about his work

April 21, 202630 min

Beyond Mystery Shopping: How AI Is Transforming Senior Living Sales with Sebastian Jimenez - Founder & CEO of Rilla

In this episode, Matt sits down with Sebastian Jimenez, Founder and CEO of Rilla, to explore how AI is changing the way senior living operators coach sales teams, improve tour performance, and increase occupancy. Sebastian breaks down why traditional mystery shopping falls short, what top-performing sales directors do differently, and how AI-powered conversation analysis can uncover the behaviors that actually drive move-ins.Guest BioSebastian Jimenez is the Founder and CEO of Rilla, an AI coaching platform built for in-person sales teams. Backed by Google Ventures, Rilla helps organizations analyze real customer conversations to improve coaching, consistency, and conversion rates. The company has been recognized on the Forbes Cloud 100 and the Forbes Next 1000. Sebastian is also a former stand-up comedian, bringing sharp perspective and energy to conversations about sales, leadership, and technology.Timestamps:02:00 – Matt introduces Sebastian Jimenez, Founder and CEO of Rilla, and sets up the conversation around AI coaching for in-person sales. 02:53 – Sebastian explains what Rilla does and how it helps senior living sales teams record, analyze, and improve prospect tours through AI-powered coaching. 04:13 – Why mystery shopping creates friction, and why sales reps often push back on it. Sebastian compares sales coaching to sports: you cannot coach what you cannot actually see. 09:12 – What separates top-performing senior living sales directors from the average. Sebastian introduces the idea of “Moneyball for sales” and explains how AI can identify the behaviors tied to better conversion rates. 12:04 – The surprising top objection in senior living tours: unit size. Sebastian shares how elite sales performers reframe the conversation from square footage to lifestyle fit. 16:46 – One of the biggest mistakes sales teams make: mishandling the “I’m not ready” objection. Sebastian explains the question top performers ask to uncover the real reason a prospect started touring. 21:39 – Where the ROI shows up. Sebastian shares that Rilla customers saw an average 25.9% increase in tour-to-deposit conversion rates in pilot comparisons. 24:07 – How other industries are using AI coaching, from virtual shadowing to personalized follow-up, and what senior living can learn from them. 28:36 – Sebastian’s final takeaway: AI is a tool, not a replacement for strong managers or healthy sales culture. The technology works best when paired with great coaching.

April 14, 202628 min

Why Senior Living Sales Teams Keep Solving the Wrong Problems with Marissa Gardner, Founder & CEO of Bloomsy

In this episode, Matt Reiners sits down with Marissa Gardner, founder of Bloomsy, to unpack a problem many senior living operators know well: teams working hard but still missing the mark. Marissa shares why underperformance is often less about effort and more about misdiagnosis, how “more activity” can actually amplify the wrong strategy, and why people problems are often systems problems in disguise. She also introduces a practical framework leaders can use to evaluate community performance through the lenses of environment, systems, and strategy.Guest BioMarissa Gardner is the founder of Bloomsy, a diagnostic system designed to help senior living operators uncover where sales performance is actually breaking down. After leading sales and marketing across a multi-site operator, she developed a systems-based approach to help teams move beyond reactive activity and focus on the issues that truly impact conversions, census, and long-term growth.Timestamps01:00 – Welcome and introduction to Marissa Gardner and Bloomzee03:24 – Marissa’s path into senior living and the life experiences that shaped her perspective05:20 – The moment she realized many teams were solving the wrong problems07:24 – Why more activity does not automatically fix underperformance10:32 – Where senior living teams most commonly misdiagnose sales performance12:50 – Why identical playbooks produce different results across communities15:53 – A practical framework: evaluating performance through environment, systems, and strategy18:00 – What it looks like when a “people problem” is really a systems problem23:28 – How to tell the difference between healthy performance and metrics that only look good on paper26:02 – What Marissa would tell herself on day one in senior living28:16 – Closing thoughtsMatt Reiners talks with Marissa Gardner of Bloomzee about why senior living sales teams misdiagnose performance and how better systems drive growth.