Seniors Housing Weekly Update - Seniors Housing Dominance
February 4, 2014
Seniors Housing Dominance
Sometimes the best offense is a good defense, or is it the other way around. In seniors housing, being aggressive is definitely important when it comes to marketing and occupancy levels. One of the things that has always bothered me is a certain amount of complacency with the so-called stabilized occupancy levels of 92% to 95%. If you can get your property to 92%, why not 96% or 100%? Marketing guru Traci Bild always said no less than 100% should always be the goal. And strategic thinker Jim Moore always reminds us how much money is left on the table for every 100 basis points of census not filled, not to mention how the bottom line can be increased with a few basis points of cost cutting per unit. But if you want to dominate your market, and I mean leave no prisoners behind, perhaps one should follow the lead of the Super Bowl champions. Aggressive, everywhere, relentless. There was never a doubt from the first snap. Admittedly, I was rooting for Denver, as I wanted to see Peyton Manning win and retire with his head held high. So Rob Bateman of Emeritus, this one’s for you, congrats on your home team winning.