Services

Competitive Analysis

Many mistakes, miscalculations, and flawed sales strategies senior living operators make is because they didn’t have, or simply ignored critical information about the competition in the market in which they operate. With an aging population and a good economy, the senior living landscape can change rapidly. It is vital that you have the most up to date information about your competitors.

Whether you are looking to build or purchase a new community, are in the pre-opening phase, or are in an established location, I can help.

​The competitive analysis will help you answer many important questions, including…

• Is excess supply in our market hindering our growth? If so, what can we do about it?
• Are our prices reasonable and well calibrated?
• Should we consider offering any of the following: premium pricing on our apartments, all-inclusive pricing (or points, or care levels), or more transparent pricing?
• Should we, or should we not be offering financial incentives to potential residents? Are our current incentives effective?
  How does our services and amenities stack up to our competition?
• What are our competitive advantages? How do we exploit them?
• What are our competitive disadvantages? How do we downplay them?
• What can we reasonably do to improve our standing in relation to our competition?
• What is our reputation in the market in which we operate?
• What does our competitors do well? Do poorly?
• What can we do to avoid (or at least slow down) declining occupancy in the face of new competition?

Systems Analysis

Often, communities under perform because of sloppy, ineffective sales policies and procedures, poor sales strategy and tactics, or a general lack of direction and communication. Even a few minor improvements in these fundamental areas can make a real difference to your bottom line.

I can help you answer many questions, including some of the following…

• Are we using the right CRM? Does it need cleaning up?
• ​Do you have enough qualified leads?
• Is our community quickly and effortlessly responding to all phone, email, and website inquires? If not, why not?
• Is our reservation process seamless and as easy on the prospective resident as possible?
• Are our new residents properly supported, educated, and welcomed upon move-in?
• Do we have a worthwhile resident referral policy?
• Is miscommunication or confusion on sales responsibilities allowing leads to “fall through the cracks”?
• Does our Home Office effectively communicate strategy and policy changes with its onsite sales team?
• Do we have the right balance of salespeople and support staff? If not, do we need to reconsider our sales structure?
• Are our information packets organized, uncluttered, and uniform?
• Is our commission/ bonus structure competitive, and is it motivating our sales team?
• Is our community outreach worthwhile and purposeful?