It’s no secret that today’s seniors are waiting longer before entering into a continuing care retirement community, essentially skipping the Independent Living phase with many needing at least some assistance immediately upon entering the community. This makes it more important than ever that CCRC’s consistently market to their potential customers so that they can maintain a qualified list of prospects to fill the vacancies in IL that are opening up faster than in the past. It means constant, targeted marketing efforts before the vacancies accumulate. It means proactive sales and marketing versus reactive measures that in the long run may end costing more in hastily executed attempts and lost revenues. The most stable CCRCs have earned positive brand recognition in their respective communities. But in today’s ever-changing economic climate and shifting consumer behaviors this may not be enough to sustain their successes without continued marketing reinforcement. Communities that invest in maintaining and building their brand now will reap the rewards for years to come.

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