Bridge the Gap: The Senior Living Podcast How to Drive Senior Living Development in Tough Markets
Dec 8, 2025
Heather Tussing, President of The Aspenwood Company, shares her insight on driving development in senior living amidst challenges. She reflects on transforming Aspenwood's culture to prioritize joy for residents and teams. Hear her thoughts on pre-construction relationship building in urban infill projects like those in Nashville, and how strong team culture boosts investor confidence. Tussing also discusses strategic refreshes for existing properties, ensuring luxury standards, and scaling culture with effective senior leadership.
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Culture Is The First Impression
- Culture shapes both team recruitment and resident experience in seconds when someone walks into a community.
- Heather Tussing centers Aspenwood's strategy on creating immediate joy for residents and team members.
Invest In Pre-Opening Relationship Building
- Hire authentic, customer-focused sales people and support them continuously, even during success.
- Host frequent events to nurture relationships and convert prospects before opening.
Sales Built Before Breaking Ground
- Aspenwood's Nashville sales team built deep relationships with prospects long before construction finished.
- Prospective members formed a line to hug the sales director because she was authentically connected to them.