The Future Leaders Awards program is brought to you in partnership with PointClickCare. The program is designed to recognize up-and-coming industry members who are shaping the next decade of senior housing, skilled nursing, home health and hospice care. To see this year’s future leaders, visit Future Leaders online.

Nicole Rozsa, managing director of marketing at Arrow Senior Living, has been named a 2023 Future Leader by Senior Housing News.

To become a Future Leader, an individual is nominated by their peers. The candidate must be a high-performing employee who is 40-years-old or younger, a passionate worker who knows how to put vision into action, and an advocate for seniors and the committed professionals who ensure their well-being.

Rozsa caught up with Senior Housing News to talk about how a visit to a community in Ohio led to the start of her senior living career, and why she believes that technology is sure to be an even bigger part of the industry in the future.

What drew you to this industry?

I found my way into the senior living industry in a somewhat serendipitous manner. Following my graduation from Ohio Wesleyan University in 2018 with a degree in Sport Management and Accounting, I faced a pivotal moment of self-reflection. While my college years were filled with a diverse range of experiences, from being a dedicated student-athlete on the track and field team, an active member of a sorority, to working as an event manager for The Ohio State University’s Athletic Department, I had to acknowledge the physical demands of pursuing a career in the sports industry.

It was during this transitional period that a family crisis unfolded, involving my grandparents in Pittsburgh, PA. My mother and I went on a journey to find a community that would best suit their needs. This quest led us to explore senior living options near our home in Stow, Ohio, which eventually brought me to visit one of Arrow Senior Living’s communities, Vitalia Stow, which was still under construction at the time. Encouraged by the Arrow team on-site at Vitalia Stow, I decided to apply for the sales coordinator position within the company.

At that time, I admittedly had limited knowledge of the senior living industry. However, what truly distinguished Arrow Senior Living was their commitment to hiring based on a person’s character, heart, and potential rather than solely focusing on industry experience. I was embraced by a company that not only values its employees but also encourages personal and professional growth. I had unknowingly fallen into an industry that aligned perfectly with my passion for helping others and my desire to build a long-term career. Today, I remain grateful for the opportunity to be part of a company that prioritizes its people, challenges them, and fosters their development.

What’s your biggest lesson learned since starting to work in this industry?

Since I began my journey in the senior living industry, I have encountered many valuable lessons. This field is in a constant state of evolution, with technology playing a large role. In the realm of marketing, my most significant lesson has been the importance of embracing innovation and adaptability. It’s essential to explore options like testing and experimenting with new marketing approaches.

Continuing traditional marketing tactics while testing more out of the box tactics like radio advertising, landing pages, billboards, digital campaigns, et cetera, been eye-opening yet fun. Senior living markets are diverse, and what proves to be successful in one location may not necessarily work in another.

And with the power of modern technology, it has enabled me to tap into valuable resources, encourages better creativity, collaboration, and efficiency amongst myself and my team. Through data, I have learned to recognize what strategies provide positive results and what tends to not create much movement, which is imperative in my marketing role so I can pivot when needed.

If you could change one thing with an eye toward the future of the senior living industry, what would it be?

If I could change one aspect of the senior living industry with an eye toward the future, it would be to prioritize the integration of innovative technologies. As we know, the senior living industry has come a long way, but there is still a lot of room for growth. I envision a future where technology becomes an integral part of daily life in every senior living community.

Every resident should have access to cutting-edge healthcare solutions, advanced communication platforms, and personalized services. It’s been fun to be a part of Arrow Senior Living as we navigate these opportunities for our employees and residents. Being able to see the benefits and excitement amongst communities is very uplifting. There are so many resources out there already and with technology, the industry can significantly improve the quality of life for seniors.

When it comes to innovation, it can not only enhance the overall experience for residents but also make senior living more accessible and appealing to a broader demographic, which will be needed as the next generation comes through. The more people collaborating and embracing within our industry will only help enhance the lives of our residents for the better.

What do you foresee as being different about the senior living industry looking ahead to 2023?

Looking ahead in the senior living industry, I believe that changes we will see are the continued expansion of tech solutions, such as telehealth services, telecommunication, smart home automation, and wearable devices for health monitoring. We see these advancements for all ages of the population as these are tech solutions that enhance the well-being and support better communication between our employees, residents, and loved ones. The more we integrate technology, the more seamless it will become, which will make it easier for older adults to adapt and enjoy a higher quality of life.

Recently, I went to one of our Arrow communities in Joplin, Missouri and it was neat to see a resident who has been living with us for five or so years, continue to engage with our community through her smart phone and applications, computer, and not to mention, takes advantage of our virtual trivia hosted via Zoom every week. As we introduce more technology, she embraces it amongst her peers within the community and loved ones outside the community as well. With that, I foresee greater collaboration between senior living providers, tech companies, and healthcare organizations. By continuing to embrace technology, this collaboration amongst everyone will be essential to keep the industry on the cutting edge and adapt to the evolving needs of our aging population.

In a word, how would you describe the future of senior living?

Innovative.

If you could give advice to yourself looking back to your first day in the industry, what would it be and why?

I would encourage my younger self to have confidence in the positive difference I can make. Believing in my abilities and understanding the significance of my role in improving the lives of seniors is a powerful motivator. It’s easy to underestimate the impact we have as individuals in the industry, but every effort, no matter how small it may seem, can create a ripple effect that benefits residents and their families. As you continue to embrace this field, giving yourself the credit, you deserve and recognizing the value of your contributions will not only boost your own self-confidence but also inspire those around you. Lastly, I would tell myself that each day in the senior living industry is an opportunity to learn, grow, and make a meaningful difference.