This article is available as part of your SHN+ membership
Last year was a period of growth and improvement for Vitality Living, setting the company up for further expansion in 2024. CEO Chris Guay explained that they have doubled down on sales to strengthen the company’s operations. The senior living operator has also redefined its sales targets and strategies to better serve its customers. Guay emphasized the importance of maintaining a balance between sales, staffing, expenses, and resident rates for future success.
Becoming a more sales-oriented company
Vitality Living has been focused on improving its sales performance, particularly in lead-to-prospect volume and speed-to-lead. The company has adapted its sales strategies to local markets and leveraged technology such as AI to automate tasks. Guay shared a success story of revitalizing a community in the Atlanta submarket, increasing its occupancy rate from 40% to 92% through a comprehensive approach to sales and operations.
Guay stressed the importance of being a sales-oriented company, highlighting that strong sales enable companies to better serve their customers. The company has also improved its transparency and processes, particularly in sales, to ensure that salespeople understand the value and importance of their roles.
Aside from sales, Vitality Living has also retooled critical functions such as staffing, leadership training, and data collection and analysis, demonstrating a holistic approach to improving operations.
Growth in 2024
In terms of future growth, Vitality Living is focused on maintaining its brand promise while expanding its portfolio through strategic partnerships. The company’s primary focus is on building newer and new-vintage independent living, assisted living, and memory care communities. Guay emphasized the company’s intention to grow in a sustainable manner, with a focus on specific regions and community sizes.
While forecasting growth in 2024, Guay acknowledged the need for strategic decision-making, especially in light of external factors such as interest rates. He emphasized the importance of being cautious and strategic in approaching potential opportunities for growth.
