Construction Update: East Ridge

New aerials show the progress of East Ridge at Cutler Bay Retirement Village, a SantaFe Senior Living Community in Cutler Bay, Fla. The $70 million expansion for Miami-Dade County’s only life care community will refresh residential service areas and add new memory support, assisted living, skilled nursing and a state-of-the-art rehabilitation center. Greystone is serving as development consultant. For more information on East Ridge, visit the community’s website.

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Top 10 marketing ideas for senior living communities

GlynnDevins stopped by Sales School to share its tried-and-true list of effective marketing techniques in the digital age. Susan Bogan, EVP Client Relations, and Lisa Zieren, Senior Account Supervisor, gave the audience plenty to think about as they asked if their communities were actively using each method.

Onto the Top 10…

#10. Believe in you. Get behind your community and what you’re selling.

#9. Content is key. Create relevant content that engages a well-defined audience.

#8. Seeing is believing. Leverage image galleries and videos – from agency-produced to those you shoot with your smartphone – as much as possible on your community’s website.

#7. Don’t waste a good first impression. Optimize your website across desktop and mobile platforms and provide easy options for lead conversion.

#6. Be hostess with the mostest. Take advantage of every touch point when you host an event. Use large events as a platform to make an initial inquiry for your community, and small events to make a personal connection with someone.

#5. Be a champion for chatter. Referral programs strengthen your brand and are a cost-efficient way to drive sales.

#4. Connect with the right people. Seventy-five to 80 percent of a community’s website traffic can come through search, especially in the adult child demo.

#3. Let them know you’re interested. Don’t be coy. Try initiatives like an on boarding program/email campaign so that interested parties receive information about the community on a regular basis.

#2. Find the right fit. Lead scoring helps you target individuals based on specific criteria (financials, resident profile, level of engagement) who are the most likely to buy today.

#1. Follow up fast. When you receive an online lead, treat it like a golden opportunity and attempt to respond with 24 hours. Marketing automation allows you to instantly send a welcome email with pre-populated, relevant content.

Get more tips from GlynnDevins by checking out INSIGHTS their senior living marketing blog.


Mirador thinks pink to battle breast cancer

Mirador Retirement Community in Corpus Christi, Texas honored breast cancer survivors and raised money to help the American Cancer Society with a “Walk for the Ghouls” breast cancer walk. More than 50 residents and associates participated in a powerful and inspiring walk around the community grounds.

Mirador resident and breast cancer survivor Annise Lindenburg inspired the event and helped lead the walkers, who were cheered on by local sponsors.

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Following the event, Mirador celebrated with an “Everything Pink” reception featuring pink popcorn, pink ice cream, pink jelly beans, pink lemonade and cotton candy. Local artists painted pink chairs that were signed by the community’s four breast cancer survivors. The chairs will be displayed in area restaurants, museum and other public spaces.

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Presentations: LeadingAge 2014

Our education session presentations from LeadingAge 2014 are now available to you.

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Recap: Leading Age 2014 Annual Meeting

What an extraordinary week for the Greystone team in Nashville! The education sessions, expo, receptions and networking gave us a platform for connecting with business partners new and old.

Education sessions

View Greystone’s presentations.

Tim Mallad, first vice president of management services, participated in two sessions and was joined by CCRC residents Gene Mitch and Margaret Hare, and Stayton Executive Director Scott Polzin for a discussion on resident councils. Through an open Q&A format, the panel touched on issues like formation, board involvement, hot-button issues and more.

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While the audience could not always agree on certain issues, heads seemed to nod in unison when one of the panelists imparted that resident councils “are advisory boards to management. Good management listens to what they hear.”

Sue Plasterr, departmental vice president of management services, took to the Ignite stage for a fast-paced talk on transitioning into life care. She offered many measures big and small to help residents feel comfortable. The crowd favorite may have been personal ice cream sundaes on a resident’s birthday – which doubles as a means of delivering medicine.


At the close of the conference, Mary Jane Fitts, departmental vice president of marketing, turned her session’s attention to direct mail. Along with Alyssa Adam and Mark Ingram, the team shared methods and reasons why direct mail remains a viable marketing tool among seniors.


Did you know? Ninety-eight percent of seniors get their mail daily and 90% open direct mail.

General Session

“How old would you be if you didn’t know how old you are?” LeadingAge President and CEO Larry Minnix quoted Satchel Paige when delivering his keynote address on Redefining Age. You can watch his remarks in full, as he also addresses ageism and changing perceptions around aging.

Artist, designer and urban planner Candy Chang brought her “Before I Die” project to Nasvhille the help of LeadingAge as an “As I Age…” Wall, where visitors scribbled their goals. Best-selling author and TED Talks veteran Simon Sinek spoke about leadership, motivating employees and establishing a healthy workplace environment.


The event was also abuzz with the premier screening of “Glen Campbell…I’ll Be Me,” a documentary following the country star’s battle with Alzheimer’s while he embarked on a national farewell tour. LeadingAge and Volunteers of America are partners in the production of the film.


Greystone hosted a steady stream of traffic for the entirety of the expo. We had potentially rewarding conversations with professionals familiar with our team and those seeking information for the first time.

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Greystone would like to thank our longtime partners at LeadingAge for their commitment to the industry and for hosting their best event to date. See you in Boston next year!

Edgemere welcomes travel personality Rick Steves

As part of its Red Carpet Speaker Series, the Edgemere community in Dallas recently welcomed residents and guests to hear Rick Steves give an engaging presentation and talk about his book, Travel As A Political Act. Through his television show, Rick Steves’ Europe, he has shown his audience the world, and during his two presentations, he showed the audience how the world sees America.

Drawing a large crowd for both presentations, Steves shared personal photos from his travels through Europe and the Middle East. In addition to his television show, Steves also hosts his popular radio show, Travel with Rick Steves. He has authored several travel guides in addition to writing Travel As A Political Act.

Rick Steves with Kristen McCaig and Edgemere Executive Director John Falldine

Rick Steves with Kristen McCaig and Edgemere Executive Director John Falldine

Rick Steves with Greystone's Tim Mallad

Rick Steves with Greystone’s Tim Mallad

Rick Steves with Linda Huffiness

Rick Steves with Linda Huffiness

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Where to see Greystone at LeadingAge

LeadingAge-Silver-Premier-smGreystone will be well accounted for at LeadingAge Nashville starting Oct. 19. Our team is presenting on several panels as well as at Ignite.

Sunday, Oct. 19

  • Strategies to Attract, Hire and Retain Top Talent at 3:45 p.m. Tim Mallad, first vice president of management services, will discuss the merits of behavioral interviewing and how you can keep employees engaged and feeling rewarded.

Monday, Oct. 20

  • Resident Councils: Developing a Community’s Voice at 8:15 a.m. Tim will be joined by a resident and executive director to talk about how resident councils fit within a community and can be a positive influence.
  • Ignite: Redefined Healthcare Delivery – Eliminating the Green Mile at 1:10 p.m. Sue Plasterr, departmental vice president of management services, gets 5 minutes to myth-bust about the transition into life care.

Wednesday, Oct. 22

  • Segmenting Audiences to Improve ROI at 11:30 a.m. Mary Jane Fitts, departmental vice president of marketing, will share effective messaging strategies and how to target leads.
  • Marketing’s New Frontier: Adult Child Influencers at 1:30 p.m. Mindy Cheek, departmental vice president of marketing, will help you identify, relate to and connect with ACI’s in a panel hosted by our senior vice president of marketing, Bruce Byers.

In addition, Greystone will exhibit during the Expo from Booth 918. Stop by to visit with our team and share your business goals and objectives. We can tell you about our recent projects and how we can help you too with our robust consultancy services.


Greystone walks to end Alzheimer’s

A group of 20 Greystone team members, friends and family participated in the Greater Dallas Chapter of the Alzheimer’s Association Walk to End Alzheimer’s on Oct. 4. Our team raised $1,250 to help advance Alzheimer’s support, care and research.

The Dallas Walk raised more than $900,000 in total and attracted nearly 4,000 walkers. Edgemere also participated in the walk and recently hosted its first-ever Satellite Walk in conjunction with the Dallas Chapter of the Alzheimer’s Association. Through its efforts, Edgemere raised more than $26,000.


Greystone at the Dallas Walk to End Alzheimer’s


The Edgemere Satellite Walk in Dallas

The Alzheimer’s Association Walk to End Alzheimer’s™ is the nation’s largest event to raise awareness and funds for Alzheimer’s care, support and research. Walks are held annually in more than 600 communities nationwide. For more information, visit the Walk to End Alzheimer’s online.


Highlights: 12th Annual Greystone Developers Conference

Greystone hosted more than 50 business owners, architects, designers in Irving, Texas last week for our 12th annual Developers Conference. Spanning two days, the event featured keynote presentations, guest speakers, client panels, collaborative discussions and workshops.

“The Greystone Conference is something we look forward to each year,” said Ken Ogden, vice president at Lecesse Construction. “There are no other times we meet with the best of the best in senior housing, where everyone in the room is an A-player. The exchange of ideas and information is always interesting and thought-provoking.”

The discussions were lively, engaging and often entertaining. Seemingly every attendee had an opportunity to contribute an anecdote or insight from personal experience.

“It was refreshing to talk about a market that is growing with so many varied experts in the room,” said Rocky Berg with Three Living Architecture. “While in many cases we are competitors, Greystone promotes a real spirit of collaboration seeking innovation through this forum.”

Greystone CEO John Spooner opened the conference with a look at big industry trends – midmarket communities, technology, the push for younger residents, capital markets and sponsor/owner growth. Greystone also teamed up with Ziegler for a deep-dive on capital markets and later shared presentations on pinnacle service and recruitment horror stories, among others.

“I enjoyed the broad array of informational sessions ranging from market analysis to construction industry trends,” said Toni Ferrell, a project architect with GMA Architects. “The conference provided a great opportunity to meet colleagues in design and construction, engage in creative thinking, and find humor in shared tales of success and defeat.”