Even leading Life Plan Communities can face unexpected occupancy decline.
Providence Point in Pittsburgh, PA seemingly had all ingredients for success … but that didn’t stop occupancy from slipping below 90% with newly constructed apartments sitting unoccupied!
The marketing leader knew the issue must run deeper than lead volume, so she initiated a 360-degree assessment that uncovered deeper challenges in the sales team and across the organization. Rather than focusing solely on sales and marketing, the organization treated occupancy as a shared leadership responsibility, building inspiring buy-in across the organization.
The most critical solutions involved re-aligning roles around staff aptitudes, redefining internal processes based on time-use analysis and taking team culture and service-orientation seriously.
The result: new apartments sold out and overall occupancy returned to its 95%.
This panel-style webinar allowed Amy Dukes, the VP of Marketing & Public Relations at Baptist Senior Family (Providence Point)and her main support from Love & Company, to share the specific decisions and changes they made and the lessons other marketing leaders can apply to strengthen alignment, performance and the resident experience, such as:
- How to create and lead an organization-wide occupancy strategy as a partnership between operations and sales & marketing
- Ways to align sales team roles with strengths and modern sales realities
- Strategies for strengthening collaboration across departments by creating a culture where sales thrives—and everyone contributes
Panelists
- Amy Brodie, senior vice president of client experience, Love & Company
- Amy Dukes, vice president of marketing & public relations, Baptist Senior Family
- Joan Kelly-Kincade, director of client sales strategy, Love & Company
