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Jackie Stone

Member since June 2014Contact Jackie

Jackie Stone leads the sales consulting division of Varsity, where she works with retirement community clients to help them achieve their sales and occupancy goals through sales training, strategic direction and oversight of the sales process. Jackie has over 25 years of experience in the retirement housing field as a sales and marketing professional, both in Rochester, NY, where she lives, and across the country. She has been a marketing director for two very successful continuing care retirement communities in Rochester, a partner with J Walter Thompson’s Mature Market Group, a senior vice president with Jewish Senior Life, and a partner with Retirement Living Services, a developer of not-for-profit retirement communities. In all of these capacities, she has focused on providing strategic sales and marketing direction, and training in sales and communication skills in an effort to develop successful continuing care retirement communities and enhance the lives of the people who live in them. Jackie has been a featured speaker at annual conferences for Leading Age (formerly AAHSA), American Society on Aging, Empire State Association of Adult Homes & Assisted Living, and Life Services Network.

Articles by Jackie All articles by Jackie

  • A Very Brady (Boomer) Renovation Story in Marketing Insider on 12/12/2018

    Here's the story: The old "Brady Bunch" '70s ranch house will be renovated in a 2019 HGTV show featuring the six original Brady siblings.

  • Smart Boomers, Smart Speakers, Smart Marketing in Marketing Insider on 11/09/2018

    Baby boomers aren't usually described as "tech-savvy." But they are adopting smart speakers at such a high rate that marketers should take notice.

  • Aging And The Evolution Of Language in Marketing Insider on 06/11/2018

    "People just don't know how to write anymore."

  • Failing To Provide A Price Starts To Backfire For Boomer Marketers in Marketing Insider on 04/09/2018

    Last week, I was observing some focus groups that our agency was conducting with older consumers. The intent was to discuss perceptions of retirement communities but, inevitably, the group ended up taking some detours as the discussion evolved. One of these tangents really piqued my interest: The group began discussing its perceptions on pricing.

  • Boomers As Value-based Consumers in Marketing Insider on 11/07/2017

    A few weeks ago, I was speaking with a friend who squarely fits into the Boomer market. He's still working and hopes to retire in the next decade or so. We were discussing his plans for the Thanksgiving holiday. This conversation jogged his memory, and he said aloud, "That's right. I need aluminum foil. I'll have to go to the dollar store." Being curious, I asked him why he chooses to buy foil at the dollar store instead of at a big-box retailer or grocery chain. "Well, because it's only a dollar there," he replied.

  • How The Mature Market Is Changing Real Estate in Marketing Insider on 10/09/2017

    When you conjure up a memory of your grandparents' home, what springs to mind? Is it the sweet smell of cookies in your grandmother's kitchen? Perhaps it's the sound of the radio in the garage as you helped your grandfather work on one of his projects. Eventually, the family grew older. Grandma and Grandpa moved out of their house and went to Florida or took up residence in a retirement community.

  • Simplicity Wins With Boomers in Engage:Boomers on 09/05/2017

    If you ask veteran marketers what they believe to be important factors in marketing to Boomers and seniors, you'll get a litany of responses. One common answer you might find among them is, "Keep it simple." From your ad campaigns to your marketing materials and the product itself, keeping the sell simple is great advice for marketing to an older demographic. Recently, I found this concept being put into practice when I was talking about cellphones with a Boomer friend.

  • Useful Apps For Boomers Continue To Grow in Engage:Boomers on 07/05/2017

    Just over the horizon are a slew of new apps and services that are perfect for Boomers and seniors, but you may not have heard of them yet. Here are our top picks for new apps that could make a big splash.

  • Boomers And The Sharing Economy in Engage:Boomers on 06/12/2017

    The term "sharing economy" has become a buzzword over the last few years, as services like Uber, Lyft, Airbnb, Task Rabbit and others have become popular with people of all ages. All of these businesses share a common theme; they connect people directly to services by disrupting an industry that is already in place.

  • The Emotional Roller Coaster For Boomers With Aging Parents  in Engage:Boomers on 01/23/2017

    In celebration of the new year, a group of my Boomer friends sat around the fire, chatting over a glass of wine. The topic that dominated the very passionate discussion wasn't politics or sports - it was what to do about Mom and Dad. Nearly all of the friends around the circle were either going through or had gone through some experience of dealing with a deteriorating health situation or the decreasing ability of a parent.

Comments by Jackie All comments by Jackie

  • Senior Living For The Next Generation: What's In, What's Out by Jackie Stone (Engage:Boomers on 02/23/2015)

    Thank you for your thoughtful comments, Denis Snow and Paula Lynn. Just to clarify, this post is about "Senior Living for the Next Generation" and what existing senior living communities should consider in terms of their physical plant and programming in order to attract Boomers and continue to thrive in the future. I have been in the senior housing field for over 26 years and have worked with over 100 communities across the country. I have met with many Boomers who are investigating independent senior living for their parents and I am a Boomer myself. I can tell you from personal experience that many independent living communities have not kept up with changing times in terms of design, programming, and technology, and will need to reinvent themselves in order to appeal to my generation.

  • The 'F' Word (Facility) and Other Dirty Words in Retirement Living by Jackie Stone (Engage:Boomers on 06/23/2014)

    I don't think you can get people energized and excited about moving to a nursing home, but when the need is there, they provide care that family members cannot. I think the best you can do is use words/terms like person-centered care, directing one's own care, autonomy, keeping control, etc., as long as those things are true.

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