Senior Living Census Enhancement: How to Grow Your Community Measurably and Profitably

Apr 16, 2014 | Marketing & Branding

What can I do to increase my census? And how can I make sure I’m growing in a profitable way?

These are important questions that many, if not most, senior living leaders are asking themselves today.

The Profitable Growth Imperative

With a slow recovering economy and an increasingly competitive senior housing environment, census growth with sustainable profitability is a priority challenge for all senior living leaders today. The job is made even more difficult by the fact that senior living providers face the double-edged sword of having to control costs while also boosting occupancy in services that add revenue to the bottom line. This is especially true for providers whose offerings include skilled nursing services, as federal reimbursements are becoming even tighter. Despite the magnitude of the challenge, a busy, thriving community is fundamental to your organization’s present and future success.

A Proven Approach to Census Growth

Leading senior living growth consultants that operate exclusively in the senior living space, such as LTC LINK Elite award winner SageAge Strategies, have a unique understanding of your strategic and operational environment, and provide meaningful insight, knowledge-based guidance and proven solutions that can help you grow. At SageAge, for example, we excel in evidence-based census enhancement strategy. In recent years, we have helped many of our client-partners not only build their traditional census, but identify new service opportunities that have even greater market and reimbursement potential. We help you grow your census and also ensure that your business is growing in the right areas, from both a service demand and profitability perspective.

Our proven Census and Reimbursement Enhancement program represents a best-practice process that enables you to:

  • Increase admissions through effective partnerships with local hospitals and other sources of referral
  • Increase lengths of stay and limit hospital readmissions or emergency room visits by implementing a cost-effective change in care management
  • Assure that your resources are focused on profitable, high-demand growth services
  • Improve and maintain a positive perception of your programs and services with hospital admission staff using proven tips and techniques. Improve your processes and procedures, by learning the best efficiency and effectiveness techniques to ensure the timely sale and occupancy of units
  • Streamline your admissions process to increase efficiency, effectiveness and improve all aspects of customer service
  • Ensure your clinical documentation and processes support the services you are providing residents to meet their needs

A Record of Success with Valued Client-Partners 

SageAge Strategies prides itself on the successful, long-term nature of many of our client partnerships. Featuring an experienced, award-winning team of operations, planning and marketing professionals, we have been highly successful in partnering with senior living providers to develop and implement growth strategies that result in:

  • Rapid census enhancement
  • Identifying new opportunities for profitable services and sources of revenue
  • Establishing or improving social media strategies that increase customer engagement and contacts
  • Maximizing return on your current sales and marketing budget
  • Improving sales techniques and customer-centered service
  • Cutting costs by reducing excess programming and capacity
  • Optimizing your value proposition to consumers and the value of your brand in the marketplace
  • Improving resident/family satisfaction
  • Enhancing your facility’s aesthetics and customer appeal
  • Maximizing your operational performance and efficiency

Boylston Place at Chestnut Hill: A Successful Partnership in Census Enhancement

SageAge recently partnered with Boylston Place at Chestnut Hill to assist their leadership in growing their assisted living census. Owned and operated by EPOCH Senior Living, Boylston Place provides traditional independent living and assisted living services in one of Massachusetts’ most exclusive and picturesque towns.

In January of 2013, Boylston Place’s assisted living census had plateaued at 41 out of a total 48 suites. Despite the relatively small number of unfilled apartments, the shortfall was significant for the financial stability of the small community due to the amount of fixed overhead.

Working hand-in-hand with Boylston Place leadership, SageAge led the creation and implementation of a multi-faceted strategy that addressed several key points of influence including community events and outreach; collateral materials, advertising strategy, direct mail, sales leadership and rate structure. Specifically, the census enhancement plan featured:

  • Rebranding collateral materials to move away from straight assisted living to incorporate independent living as a point of differentiation with competitors
  • Planning engaging, lifestyle-highlighting events, and providing eye-catching creative materials to promote them – including a dinner series and a lifelong learning series
  • Increasing their advertising and implementing a “differentiation series” of postcards addressing the three most common objections heard during the discovery process
  • Helping to recruit and train a Community Sales Director, assisting in setting goals and objectives and managing accountability
  • Revising the community’s rate structure to enable Boylston Place to be more competitive.
  • Conducting weekly calls to assist the community’s team in implementing the strategic initiatives. 

The census building strategy proved very successful in filling the remaining suites. Within months, the census at Boylston Place at Chestnut Hill had risen to 47 and the community’s financial position was strengthened significantly.

Your Census Improvements Can Begin Today

Often conducted in conjunction with strategic growth planning, market feasibility studies, demand analysis and competitive analysis, census enhancement strategies can make a significant difference in your community’s profitability, brand equity and long-term viability.  

If you are a senior living provider considering assistance in growing your census and cultivating new profitable service opportunities, be sure to look for an experienced organization that operates exclusively in the unique senior living marketplace and has the specialized expertise, extensive experience and award-winning results to succeed. Our experienced team of operations and marketing professionals will help you create a census enhancement strategy that is sustainable for your community and leverages all opportunities for additional sources of customers and revenue growth.

For more information, contact us today at 570-601-1720.

What Are the Housing Restrictions for Facebook and PPC?

As we know, technology is always changing and adapting. It’s something many of those in the senior housing and marketing fields are used to. One of the most recent changes is making a larger impact on how we target ad audiences on Facebook and through pay-per-click...

The Rise of Senior Living Occupancy

As COVID-19 created a landscape of uncertainty in senior living facilities, experts knew there would be challenges and effects that lasted long after. Although the pandemic continues, many types of senior living communities and...

4 Ways TikTok Is Redefining Senior Living Social Media

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm. This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following...

The Benefits of Working at a Remote Company

Remote working offers many benefits to employees and businesses. Today, more people are working from home than ever before, offering many benefits to both businesses and employees. Remote positions offer employees flexible work schedules and autonomy while keeping...

The Future of Analytics: What Does Next Year’s GA4 Migration Mean?

Moving Forward with New Updates Whether customer needs, viewing habits or website journeys change – or a better reporting tool emerges – one thing is for certain: Technology is always changing, and the field must adapt as a whole. Among the most recent updates include...


Stories of a Lifetime Senior living residents have lived amazing lives. Now, SageAge is on a quest to share those stories with those in the senior housing and senior living industry, residents and their families, adult children and anyone who wants to be inspired....

The Moment We Have Been Waiting for Is Here

WE have been working hard on something new. Check out our new website today!

Pressing Play on New Possibilities | Seniors and YouTube

Putting You In Front-Row View Gone are the days when YouTube was simply for younger generations to view funny videos. In the era of rising senior social media usage and the high engagement of video content, YouTube is becoming one of the largest search engines and...

Seniors and YouTube | Let’s Get Rolling

Exploring the Possibilities of Pre-Rolls Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age...

Connecting with Seniors Through Facebook

Making an Impression, Enhancing Engagement For many of us, we’re no stranger to Facebook. From personal use and business to connecting with friends and family, Facebook is among the top social media platforms. In fact, did you know that there are 2.89 billion monthly...
Share This