Senior Living CSMO Case Study

A regional senior living management company offering Independent, Assisted Living and Memory Care services in southeastern US markets was spun off to develop operational, clinical and sales and marketing infrastructure for existing communities and new projects under development by the parent company.

Plan

A comprehensive plan was developed to maximize census in existing and pre-opening communities and improve the effectiveness of the marketing department. Plan elements included the following:

• Comprehensive sales training & coaching programs

• Executed comprehensive branding strategy

• Implemented behavioral hiring & employee development practices

• Restructured sales leadership team

  • Training for regional sales leadership team

• Developed and implemented call center marketing strategy to support communities’ engagement with prospects

• Implemented on-line marketing support and collateral ordering program

• Implemented new digital marketing Strategy

  • Negotiated relationship with new website/digital partner

  • Implemented new websites

  • Executed SEO, SEM strategy

  • Executed social media strategy

  • Developed severe weather communication system

• Restructured internal marketing department

  • Added digital marketing specialist

Results

Average Annual Revenue Growth: $32 million

Average Annual Growth in Units Occupied: 629 Units

Average Opening Occupancy New Development: 43.4%

Improved Move-In to Tour Conversion Rate: 162%

Reduced Internal Marketing Department Expenditures by $100,000/year.

Reduced Digital Marketing Expenditures by $300,000/year.