From The Magazine

Safety, luxury and socialization all take on new meanings as marketing and sales teams change their approaches from pre-pandemic times. By Jeff Shaw March 2020 represented an abrupt and dramatic shift in how seniors housing units were sold to prospective residents. As the first wave of the COVID-19 pandemic led to lockdowns across the country, suddenly operators had to shift from selling luxury and lifestyle to safety from a virus that was more likely to kill seniors than any other demographic.  That is, if a community’s local governments allowed move-ins …

The pandemic has proven that scale matters as the big not-for-profit providers get bigger and follow through on expansion plans. By Jane Adler Like their for-profit counterparts, nonprofit senior living providers face many of the same pandemic-related market dynamics. Consolidation is accelerating amid losses at troubled properties. The labor shortage is a big challenge. Communities are slowly starting to recover as occupancies inch upward. And inexpensive capital is still available, at least for the big providers whose expansion plans are moving forward.  “We’re growing,” says Terri Cunliffe, president and CEO …