‘Big Potential’ for Senior Living Operators to Improve Lead Time, Unit Turnover 

Senior living operators are facing the challenge of speeding up lead times and managing resident turnover more efficiently in order to keep up with the changing sales cycle in a market with rising acuity and demand. Despite the tough challenges, there are opportunities for operators to improve their processes. By engaging prospects on waiting lists more thoroughly and leveraging technology to support staff, operators can reduce the time it takes for a prospect to move into a community, making the decision easier for families. In a panel discussion at the SHN Sales and Marketing summit, Trilogy Health Services Chief Growth Officer Staci Woods emphasized the potential for providers to become the provider of choice by shortening the sales cycle. Goodwin Living, Trilogy Health Services, and Ascent Living Communities have all made strides in improving the pace of move-ins, but there is no one-size-fits-all solution. Operators are getting creative in their approaches, from digitizing processes to offering concierge services and enhancing communication between departments. By focusing on engagement, technology, and reducing length of stay, operators can streamline the move-in process and enhance the overall resident experience.