Making Lemonade out of Lemons

CCRC Misses The Boat on Product Design

The Challenge
An established CCRC had a new 48 apartment Independent Living building built on its campus. Despite being the premiere provider in the area, the community’s efforts to design for today’s senior market failed once the product was introduced. They had missed the market in product style and sales were floundering.

Assessment
WMMS was brought in to assess how the project could be salvaged and filled in order to meet loan requirements. Research in the market, and an internal SWOT Analysis was done to determine the market opportunity and potential of repositioning; actually a repositioning of the product in the mind of the consumer was in order.

Recommendations
WMMS suggested making some minor physical plant recommendations and creating value-added programs and services as the starting point. Next, WMMS began looking at the profiles of those residents that had moved in. Focus groups uncovered some unique selling points as well as identifying the typical consumer for the apartments. As a result, WMMS retrained the sales team, reworked the sales message and helped the team recognize a more qualified buyer for the apartments. Value-added services, intangible touches and a higher level of customer service programs for these consumers was implemented.

Results
The project caught up to initial expectations and filled in time to meet loan and internal expectations through a more intensive, focused sales effort to a more qualified, albeit smaller pool of prospects.

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What Should Sales & Marketing Experts be Acheiving in these Tough Times

As part of Steve Wright's presentation at the Spring NIC Program in San Diego, he and several leading experts in the industry collaborated on and collected key data on sales and marketing metrics for the assisted living, independent living and CCRC Industries.

Download Results

NIC Data Shows Occupancy Decline

Why do you settle for sub par occupancy goals?
Do you believe what your sales and marketing team tells you?
If you could get a ten to one return on your investment wouldn't you?

Stop believing that you can't be 98 percent occupied. Stop looking internally for answers - when everything stays the same. It's a new day in senior housing.

WMMS has a three step solution process for you:

We do an audit - free of charge to tell what needs to change
We are willing to put our fees at risk if the solutions - when followed- don't produce results
We guarantee sales results in 90 days - regardless of you situation

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