When Rate Increases Aren’t Enough: How Juniper, Goodwin Are Decompressing Senior Living Margins

Senior living operators have been keenly focused on increasing revenue to counteract the financial strain caused by the pandemic. While some progress has been made through occupancy gains and rate hikes, many operators are still struggling to return to pre-pandemic profit margins. Rising expenses, particularly in staffing and food costs, are major contributors to this challenge. With the pace of rate increases slowing down, operators like Juniper Communities and Goodwin Living are exploring innovative ways to boost revenue, such as offering ancillary services and using business intelligence tools to forecast future financial uncertainties. These operators are also grappling with the evolving expectations of the incoming boomer generation, experimenting with unbundled pricing models and transparent fee structures to meet their demands. Ultimately, managing expenses and adapting revenue strategies will be crucial for senior living operators to navigate the financial landscape ahead.