Sustained 33% increase in move-ins
Just over a year after opening a community in the deep south ended their relationship with their developer and manager and brought in their own team…necessitating recreating all their operations and marketing functions. There was some progress on occupancy, but attrition was beginning to take its toll and this IL/AL/MC community of just over 200 residences was only 37% occupied a year and half after opening.
Through an industry referral they connected with Longevity Markets and we agreed to work together on an analysis of their market, the community’s offerings (IL/AL/MC), and their marketing and sales teams and programs. The objective of this work was to generate a prioritized short list of strategies and tactics to increase move-ins and occupancy. After two weeks of working closely with the board, leadership, and team, everyone committed to the path forward including an aggressive fill schedule, and a streamlined admissions process and criteria. Longevity Markets joined the effort through a performance-based plan to manage existing creative partners to increase qualified leads and move-in and expand the marketing budget and sales team. That team effort increased move-ins by 33% and the community has sustained that pace for over a year and a half!!!
COVID-19 has already brought challenges to senior housing and is certain to continue to do so for the foreseeable future. This community and team effort proves that even the most challenging circumstances can be overcome when there is consensus, commitment, and focus on the customer. Perhaps that is the good that can come from this crisis, all of us listening more closely to our respective customers. Whether they are senior living community residents, Continuing Care at Home program members, loved ones, or the team that serves them… they are our mission and our margin. They are the reason to get up in the morning and improving their lives and experiences are the difference we can make in our life’s work.
