Senior Living Marketing Perspectives

Senior Living Marketing Perspectives: Bridging the Affordability Gap in Senior Living with Sue Farrow

Listen Later

Senior Living Marketing Perspectives: Bridging the Affordability Gap in Senior Living with Sue Farrow 

 

Episode Summary 

In this episode of Senior Living Marketing Perspectives, Debbie Howard speaks with Sue Farrow, founder of SHORE (Senior Housing Relief for Elders) and former founder/CEO of Integral Senior Living and Solstice Senior Living. After decades of operating senior housing communities, Sue has turned her focus toward a powerful new mission: making quality senior living accessible to all, regardless of income. 

Sue discusses the painful realities of the affordability gap in senior housing—especially for middle-market seniors—and how SHORE is stepping in to help. From launching small grants and aid programs to creating a scalable chapter model for senior living operators, SHORE offers a turnkey solution for communities that want to give back while enhancing brand reputation and staff satisfaction. 

The conversation highlights the “foundation in a box” concept, the power of marketing tied to purpose, and how even small donations or fundraisers can make a big difference. Whether you’re an operator looking to start a philanthropic initiative or a vendor looking to make a meaningful impact, Sue’s message is clear: the time to act is now. 

 

Key Takeaways 

  • SHORE Is Filling the Gap: Many seniors fall into the affordability chasm—too wealthy for government-subsidized housing, too strapped for market-rate care. SHORE is creating real solutions. 
    • Start Small, Scale Smart: SHORE began with covering VA application fees and small move-in grants, then expanded to offer a chapter model for operators who want to launch their own foundations. 
      • Turnkey Foundations: With SHORE’s “foundation in a box,” operators can set up a 501(c)(3) without the legal, financial, and compliance burdens—ideal for fundraising and community goodwill. 
        • Marketing with Meaning: SHORE isn’t just philanthropy—it’s a strategic marketing differentiator. Communities that show they give back attract more prospects and top-tier employees. 
          • Vendor & REIT Opportunity: The movement calls on vendors and REITs to do their part through sponsorships, events, and percentage-of-revenue donations. 
            • Impact Beyond Dollars: From bake sales to bocce tournaments, communities can creatively raise funds and directly support residents, veterans, and employees. 
              • Vision for the Future: Sue envisions SHORE becoming an influencer in senior housing policy, expanding its impact through public-private partnerships and advocacy. 

                •  

                Resources 

                • Transcript 
                  • Connect with Sue Farrow on LinkedIn 
                    • Visit https://seniorhousingrelief.org/ 
                      • Learn more about Senior Living SMART 
                        • ...more
                        View all episodesView all episodes
                        Download on the App Store
                        Senior Living Marketing PerspectivesBy seniorlivingmarketingperspectives
                        • 5
                        • 5
                        • 5
                        • 5
                        • 5

                        5

                        3 ratings