Pent-Up Demand Remains Elusive But Senior Living Occupancy Begins to Recover

Coming into 2021, many senior living providers hoped that the pandemic had created substantial pent-up demand, which would lead to a rapid occupancy rebound once vaccinations reached critical mass. Over the last two weeks, Q1 financial reports showed positive occupancy trends, but the census gains might not be due to pent-up demand — a topic […]

MBK Senior Living Notches Big Occupancy Gains With Help of Transformed Sales Process

Senior living sales and marketing teams launched a digital transformation during Covid-19. Providers realized the importance of paid and earned social media to drive lead generation. Virtual tours became the norm as communities across the country contended with lockdowns. And investment in digital platforms continues to increase. Messaging has also evolved at a fast pace. […]

Senior Living Referral Streams Thaw, But Some Return Faster Than Others

Referral streams that were frozen at the outset of the pandemic are starting to thaw as pent-up demand returns to the industry. Data from senior living sales companies Sherpa and Enquire, along with firsthand accounts from senior living providers, tell the story that many referral sources are returning to life across the industry as vaccinations […]

How Aegis, Grace, Juniper, Knollwood Built Winning Marketing and Communication Campaigns During Covid

When the pandemic hit last year, many senior living operators relied on communication and marketing to win the trust of current and prospective residents and their families. But even if operators agree transparency makes the best policy, it’s not always clear what they should say, or how they should say it. Four senior living operators […]

Low Occupancy Prompts Price Discounts in Senior Living — But Providers Wary of Risks

Senior living providers recovering from the pandemic are using discounts and concessions to regain occupancy, raising concerns about price wars as companies across the industry strive to rebuild occupancy. In November 2020, providers such as Five Star Senior Living (NYSE: FVE) were already observing deep discounts and concessions in the market. Other data, including mystery […]

Mather, Kendal Use Data and Creativity to Recharge Referrals During Covid-19

When the Covid-19 pandemic hit, many referral sources wilted — but in the year since, some providers have found a way to keep leads flowing by utilizing digital messaging, harnessing data and investing in less-traditional sales and marketing channels. For example, when more traditional sales methods used by Kendal Corp. lost effectiveness last spring as […]

Thrive Creates Coffee Truck to Connect with Referral Sources for Innovative New Community

As they seek to build back occupancy lost during the pandemic, senior living providers across the United States will have to work closely with all their potential referral sources. And with Covid-19 still limiting in-person interactions, Thrive Senior Living took a risk on a creative way to connect: a coffee truck. “Our teams locally have […]

Brightview, Westminster Sales Teams Adjust Metrics, Incentives While ‘Straddling Two Worlds’

Senior living sales and marketing teams struggled mightily in 2020, but the ongoing vaccination effort is a ray of hope that occupancy will stabilize and begin to grow. Still, the fact remains that the pandemic rages on, and it will be months before providers are truly capitalizing on pent-up demand, Brightview Senior Living Regional Sales […]

How Oakmont, Juniper Adapted To Selling Care — And When That Approach Might Change

Covid-19 forced senior living sales and marketing teams to prioritize the health care component of communities, placing a premium on keeping residents safe and providing quality medical care. For some providers, this has been a complete reversal of strategy from prior to the pandemic, when sales and marketing emphasized a luxury, lifestyle-forward product. And teams […]