Case Study

Valley Manor

Non-profit CCRC | Rochester, New York

Valley Manor is a continuing care retirement community located in Rochester, New York. When the community began looking for assistance in February 2013, the current mortgage on the building had a ten-year term with a balloon payment due February 2014. In order for Valley Manor to refinance the mortgage, they needed to immediately show a greatly improved occupancy prior to the date of the balloon payment coming due.

The community averaged 2 move-outs and 1.5 move-ins per month for the previous seven years, year over year. Occupancy steadily declined until it reached 78%. Solutions Advisors conducted a marketing assessment in March of 2013 to identify the immediate areas of opportunity and provide recommendations to improve occupancy, noting that significant occupancy gains could take one year or more to achieve.

As part of its recommendations, Solutions Advisors conducted an intensive sales training and implemented productivity reporting to measure key sales indicators. Solutions Advisors provided on-site sales support and leadership four days per month, strategized with the sales team weekly on the most qualified leads and conducted an extensive clean-up of the lead base which had not been previously managed. Despite the consistent decline of occupancy over the previous seven years, Solutions Advisors helped Valley Manor exceed its goal of 85% occupied in less than seven months and achieved 90% occupied and reserved within nine months.

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