Connecting the Dots: Senior Living Success with Matt Reiners

Connecting the Dots
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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.

  1. 3d ago

    Why Innovation Starts With Culture, Not Technology with Therese Ten Brinke - Executive Director, Innovation and Impact at Eskaton

    In this episode of Connecting the Dots, I sat down with my longtime friend Therese Ten Brinke, Executive Director of Innovation and Impact at Eskaton. Therese is a gerontologist, educator, and innovation leader, and she makes a case I keep coming back to: real innovation in senior living doesn't start with AI or robotics — it starts with people and culture. We got into why the words we choose shape how we age, how technology can empower rather than manage decline, and why the best ideas never come out of a conference room. Key Takeaways: Innovation starts with understanding people, not buying technology — the tech is just one tool among many.Language shapes culture: focusing on what people can't do breeds learned helplessness, while focusing on possibility builds empowerment.When care teams help shape a solution, resistance disappears — Eskaton saw adoption climb from 90% to 100% by listening first.Real innovation often isn't a tech problem at all; it's a workflow, communication, or culture problem that has to be solved first.Technology should expand what's still possible for older adults, not just compensate for decline.The best problems aren't solved in a conference room — they're solved by sitting with residents and care partners.Timestamps: [01:30] Welcome and introduction to Therese Ten Brinke[03:20] Therese's story: her Nana, a skilled nursing summer, and a volunteer trip to Costa Rica[06:00] Why the U.S. views aging differently — and her choice to change the narrative[08:05] Innovation begins by understanding people, not buying technology[10:40] Why the best tech partners ask about culture and workflow before pitching[12:30] "Innovation isn't something we buy — it's something we build together"[13:15] How language shapes culture: learned helplessness vs. possibility[15:30] The Sync Labs case study — listening first drove adoption to 100%[21:00] Piloting the right way and solving the real problem[26:25] Building a culture-first organization and the Eskaton Academy[30:50] "One voice": weaving culture through everything, not just compliance[33:05] Technology as a tool of empowerment, not decline[37:30] What older adults have taught her about technology[44:00] Why staff are often more resistant to technology than residents[45:50] What gives her optimism about aging — and her advice: start with your people[51:10] Closing thoughtsNotable Quotes: "Innovation isn't something we buy — it's something we build together.""Technology shouldn't just compensate for what someone has lost. It should expand the possibilities of what remains possible.""The best problems aren't solved in a conference room — they're solved when we're talking to people."Resources & Mentions in This Episode: Eskaton — https://www.eskaton.orgTherese Ten Brinke on LinkedIn — https://www.linkedin.com/in/therese-ten-brinke-b30128299/Eskaton Academy; Sync Labs (AI documentation startup, University of Pennsylvania)Dr. Bill Thomas; Jennifer Carson; LiveWell (Connecticut)'About The Guest: Therese Ten Brinke is the Executive Director of Innovation and Impact at Eskaton, one of Northern California's largest nonprofit senior living organizations. A gerontologist, educator, and innovation leader, she has spent more than 14 years reimagining what aging can look like across AI, robotics, digital health, and person-directed care. Her work lives at the intersection of culture, technology, and human connection, guided by one conviction: innovation starts with people, not platforms. SEO Meta Description: Gerontologist Therese Ten Brinke of Eskaton on why innovation in senior living starts with culture and people — not technology — and how language shapes aging. Subscribe & Connect: Enjoyed this one? Follow Connecting the Dots wherever you get your podcasts, and share it with someone in senior living who'd appreciate it.

    Why Innovation Starts With Culture, Not Technology with Therese Ten Brinke - Executive Director, Innovation and Impact at Eskaton

  2. Jul 14

    Nonprofit vs. For-Profit Senior Living Sales: What Actually Changes with Bri Stewart, VP of Sales Operations at Watercrest Senior Living Care Group

    Episode Summary What really changes between nonprofit and for-profit senior living sales—and what stays exactly the same? In this episode of Connecting the Dots, I sit down with Bri Stewart, VP of Sales Operations at Watercrest Senior Living, to explore the unique challenges and opportunities of leading sales across both models. Drawing from her experience in hospitality, nonprofit Life Plan Communities (CCRCs), and for-profit senior living, Bri explains why great sales isn’t about pressure—it’s about trust, emotional intelligence, and putting people first. We discuss how sales cycles differ between CCRCs and rental communities, why hospitality is reshaping the resident experience, how technology can strengthen—not replace—relationships, and why leaders who focus on people ultimately see the strongest business results. Whether you’re a sales counselor, executive director, regional leader, or operator, this conversation offers practical insights for growing occupancy while staying true to your mission and culture. About Bri Stewart Bri Stewart is the Vice President of Sales Operations at Watercrest Senior Living. With leadership experience spanning hospitality, nonprofit Life Plan Communities, for-profit senior living, consulting, and private equity, Bri specializes in building high-performing sales cultures that scale revenue without sacrificing identity. Her leadership philosophy combines operational excellence with emotional intelligence, helping teams create meaningful relationships that drive both occupancy and resident satisfaction. Timestamps 1:32 – Bri’s journey from hospitality to senior living 6:20 – Lessons learned across nonprofit and for-profit organizations 9:00 – Why emotional intelligence matters more than sales scripts 11:25 – Listening as a competitive advantage 11:55 – Technology that helps sales teams stay present 15:02 – Nonprofit vs. for-profit sales: the biggest differences 18:55 – Building trust through financial conversations 19:37 – Becoming a trusted advisor, not just a salesperson 23:37 – “Hunter with a heart”: balancing empathy and accountability 28:36 – Hospitality, service recovery, and keeping your brand promise 31:23 – Technology adoption: why nonprofit organizations often move differently 35:41 – Scaling revenue without sacrificing your people-first culture 37:47 – Closing thoughts Key Takeaways The fundamentals of senior living sales are the same regardless of ownership model: build trust, listen well, and become a trusted advisor.Nonprofit CCRCs require longer sales cycles, greater financial planning conversations, and patient relationship-building.Rental communities often involve more urgency, requiring exceptional service delivery and rapid recovery when issues arise.Hospitality principles are becoming a competitive differentiator across senior living.Technology should remove administrative work so sales professionals can be more present with prospects—not replace the human connection.The best leaders focus on people first because sustainable financial results naturally follow.

    Nonprofit vs. For-Profit Senior Living Sales: What Actually Changes with Bri Stewart, VP of Sales Operations at Watercrest Senior Living Care Group

  3. Jun 30

    Leading with Purpose: Building a Better Future for Aging Services with Rob Liebreich, CEO & President at Goodwin Living

    What does it take to build an organization that puts people before competition? In this episode, I sit down with Rob Liebreich, CEO & President of Goodwin Living, to discuss how purpose-driven leadership is reshaping aging services. Rob shares the personal story that brought him into senior living, why he believes organizations should freely share their best ideas, and how Goodwin Living is tackling workforce shortages, expanding access to brain health, and investing deeply in its employees. From housing and healthcare to preventative wellness and community partnerships, this conversation explores what it means to lead with courage while preparing for the future of aging. Whether you’re a senior living executive, healthcare leader, or simply passionate about creating stronger communities, this episode offers practical leadership lessons with a refreshing dose of optimism. Guest Bio Rob Liebreich is the CEO & President of Goodwin Living, a faith-based nonprofit organization serving nearly 5,000 older adults across Northern Virginia and the Washington, D.C. region through senior living communities, healthcare services, and innovative wellness programs. Under Rob’s leadership, Goodwin Living has expanded its impact through initiatives focused on workforce development, preventative health, brain wellness, and community partnerships. He is a nationally recognized advocate for sharing best practices across aging services, believing that collaboration—not competition—creates better outcomes for older adults, caregivers, and communities. Show Notes with Timestamps 1:00 – Introduction to Rob Liebreich and Goodwin Living3:00 – Rob’s journey from telecommunications to senior living6:15 – The demographic shifts reshaping aging services over the next five years9:05 – Why workforce shortages will define the future of care10:10 – Expanding beyond senior living communities into preventative health13:05 – Why Goodwin Living openly shares its best ideas with the industry16:10 – Lessons learned from COVID and leading with generosity17:20 – The origin of the Stronger Memory program and scaling innovation19:00 – Building a culture that invests in people first20:25 – Tuition assistance, citizenship support, student loan repayment, and employee development24:00 – Preparing Goodwin Living—and the broader industry—for what’s next27:15 – Final thoughts on courage, purpose, and the future of aging services

    Leading with Purpose: Building a Better Future for Aging Services with Rob Liebreich, CEO & President at Goodwin Living

  4. Jun 16

    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 Stamps 02:38 — 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 possibility Carsten 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.

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

  5. Jun 9

    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 Bio Rachel 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.

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

  6. Jun 2

    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 Timestamps 2:00 – Introduction to Maggie Seybold and WelcomeHome 3:20 – The real story behind today’s occupancy numbers 5:20 – Why occupancy averages don’t tell the whole story 6:00 – The KPIs that actually matter in senior living sales 8:15 – The industry’s biggest missed opportunity: post-tour follow-up 11:00 – Why sales teams struggle with closing 11:45 – How AI is changing senior living search behavior 15:20 – The risks and opportunities of AI-driven discovery 16:15 – What top-performing communities do differently 19:40 – Occupancy protection and the importance of length of stay 22:30 – The surprising relationship between sales cycle length and resident retention 24:30 – How high-growth communities accelerate occupancy gains 26:15 – Preparing for the next generation of senior living consumers 28:20 – Maggie’s outlook on the future of senior living sales and marketing 29:00 – Closing thoughts

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

  7. May 26

    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

    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”

  8. May 19

    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

    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
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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.

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