Customers are Changing : Three Strategies to Get Ahead BC Seniors Living Association Margaret Wylde ProMatura Group, LLC

2012 Study of Independent Living Aware of IL community Perception of IL community Likelihood of moving Same survey as residents Group 70 to 79 years of age Group 80+ years of age Match residents of IL 5

Age at Time of Move-In Moved During Year of Survey or Previous Year

Distribution of Residents by Age All Properties All in

Age of IL Residents at Move-In Moved-In within 24 Months of the Survey Year Mean Increase in age of.32 year per year (1 year increase every 3 years).

Increase in Age at Entry to Increase in Life Expectancy per Year

Self-Rating of Health Same Store 10 13%

Use a Walker 11

Fell in Past 6 Months 12

Meeting Expectations: 2001 and 2012 Activities and Recreation – Same Store Same Store 13

Meeting Expectations: 2001 and 2012 Food Service – Same Store Same Store 14

Meeting Expectations: 2001 and 2012 Housekeeping – Same Store Same Store 15

Meeting Expectations: 2001 and 2012 Residence – Same Store Same Store 10% 16

This Community Offers Me Good Value for My Money – Same Store Same Store 4% 2% 17

I Consider This Community My Home Same Store 15% 18

Satisfaction with Quality of Life in Community Combined IL/AL 19 14%

20 1.Consumers choose what they want, rather than what they need. 2.Hyper-abundance and choice. 3.Consumers don’t like wasting their time, money or effort on anything. 4.Your competition is everywhere and everything. 5.Must be aware of innovations from around the world. 6.Consumers are more aware of and excited by companies that get ‘it’ right (customer service, marketing tone, design or usability).

What does it take for a resident to recommend a community to their friends? 21

22 Independent Housing Assisted Living Supportive Housing So what is it that we are selling?

Focus on living, not aging

What is aging to you?

aging in place

The industry has aging on the brain

living It’s a good day to see the manatees

Buy No Buy

3 Ageist Commoditized- all the same Paternalistic Assume we know what’s best for our customers 29

Know your customer

32 Copyright ProMatura Group, LLC, All rights reserved.

High occupancy, high rates Low occupancy, Low rates Correlates of Success 33 Copyright ProMatura Group, LLC, All rights reserved.

Captured and Analyzed Location Site (landscaping, parking, signage) Exterior physical plant Interior physical plant (common areas/residences) Amenities First impressions Personnel Residents Price 34 Copyright ProMatura Group, LLC All rights reserved.

35 Attributes with Strong Correlations with the Performance Values of the Mean IL Rate and IL/AL Occupancy VariablePearsonSig. Level Sales Counselor Focused on You Median home value for 5-mile-radius Pub/Bistro/Cafe Greenhouse/Gardening Area Increase in median income of 65+ households Increase in median income of households Gestalt Score Increase in median income of 75+ households Community Kitchen Architectural Style of Building IL Building Score IL - Green Space or Landscaping IL - Site Appearance IL - Appearance of Reception Area IL - Exterior Condition of Building

36 The right market for your product. Quality of reception area.

It is a fact… Communities with high satisfaction have high occupancies. So what correlates with satisfaction? 37

Impact on Overall Sense of Satisfaction Feel at Home

Deliver the experience

Being with family and friends or hearing from family and friends 23% Reading newspaper, books 9% Exercise 7% Being able to work in yard, gardening 6% Getting up, getting out of bed, waking up 6% Eating out, eating out with family and/or friends 6% Being healthy, feeling good, feeling well 6% Doing as I please, wish, want, enjoy 5% Church, reading Bible, bible study, church functions, spiritual 4% Good weather, sun shine 4% Activities, being busy or active, social functions 3% Watch TV/news 3% Walking the dog, time with pets 2% Accomplishing something, a project 2% Playing cards, Bridge 2% Being with spouse, doing something with spouse, girl friend, gentleman friend 2% Volunteer work, helping others 2% Getting out of the house for a short time 1% Computer, check , play Scrabble 1% Cooking 1% Maintenance work, chores at home 1% Knitting, sewing 1% Going to work, good day at work 1% A good night's sleep, sleep late, sleep in 0.9% Shopping 0.9% Listening to music 0.8% Peace and quiet 0.6% What makes a great day for you? 95% normal Stuff 5% activity Non-Residents

My wife and I have not had dinner alone, together in the last four years. What can’t you do today that you did in your former home?

42 You must know what makes your prospective buyers happy. You must know what they want.

What They are Looking for in an Independent Living Community Less home/yard maintenance28% Dining/Food Services11% Less lonely/Around other people11% Amenities available9% Making new friends7% Safety/Security5% Less responsibility5% Activities/Services5% Being around people own age4% Having own private space4% Medical support available3% Convenience3% Would consider IL

What They Would Like Least about Living in an Independent Living Community Too many rules/restrictions13% Lack of privacy11% Loss of independence10% Too small/Not enough space for guests10% Forced to live with others/Too crowded9% Being away from current home8% Being around old and disabled people7% Cost5% Eating in dining room with others3% Inability to keep up hobbies3% Feels like an institution3% Too noisy3% Would consider IL

46 what the prospect and customer experience cannot be left to chance

47