Two weeks ago I facilitated a workshop for representatives of the not-for-profit Kendal Corporation’s senior living communities to review trends, disruptors, threats and opportunities affecting continuing care retirement communities (CCRCs), also known as life plan communities. The focus was practical: how these factors should shape Kendal’s five-year strategic plan.
The event took place at Kendal at Oberlin (pictured above), one of Kendal’s 12 retirement communities, located in the charming town of Oberlin, Ohio. Attendees included members of the sales and marketing team as well as finance representatives.
Often in large organizations these two groups do not collaborate closely, so it was notable that Kendal’s leadership recognizes the connection between disciplined financial management and a successful sales organization. Strong communication and cooperation between finance and sales strengthens the overall health of the organization.
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Kendal’s CEO, Sean Kelly, attended and remained actively engaged throughout the session without dominating the conversation—a clear sign of collaborative leadership.
We reviewed results from myLifeSite’s consumer survey conducted last September, then considered a broad list of industry issues before narrowing our focus to four primary topics: staffing; pricing models and affordability; Medicare/Medicaid; and technology. Participants then split into small groups for focused discussion before reconvening as a larger group to share insights.
Attracting and retaining top staff members
Staffing dominated much of the conversation. Labor shortages and intense competition in many markets make recruiting and retaining quality employees an ongoing challenge.
What stood out was a shift in emphasis from simply finding staff to how the organization treats and supports its current workforce. Ideas centered on personal and professional development, stronger support systems, and continuing to nurture an inclusive, inspiring culture that helps employees feel part of something meaningful.
These efforts not only improve retention but also make Kendal more attractive to prospective hires. Kendal recognizes that every employee, regardless of role, contributes to the success of the community. Adopting a “whole person” approach—commonly applied to resident services—was highlighted as a promising direction for staff development as well.
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Modernizing CCRC technologies
Technology was another key topic. Both the sales and finance teams agreed that continued investment in technology is essential.
Participants acknowledged that basic offerings such as community-wide Wi-Fi and resident portals are now expected. Kendal is exploring a broader set of technology solutions designed to enhance residents’ daily lives and to help staff deliver higher-quality care and services. Rather than viewing technology as a threat, the group saw it as an opportunity to expand Kendal’s value proposition for prospective residents and to improve operational effectiveness.
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A forward-looking company
It was an honor to facilitate such an engaged workshop and to contribute to Kendal’s planning discussions. I was impressed by the organization’s passion, teamwork and the rapport between staff and leadership. I look forward to seeing the concrete actions Kendal implements in the coming months as it moves these priorities forward.