In senior living development, wrong assumptions can derail an entire project at the development stage. From misidentifying your primary market area (PMA) to overestimating demand, misjudging your competition or setting pricing too high, the consequences of flawed market research is expensive—and avoidable.
Presenters
Lauren Houlik, Director of Market Intelligence
Sara Montalto, Senior Vice President, Strategic Services
Rob Love, President/CEO
Join us for part two of our webinar series on regional growth opportunities as we unpack the most common reasons senior living projects incur avoidable costly overruns or even fail—and how smarter, more honest market research can set you up for success. We’ll explore the differentiators that make all the difference: from PMA definition based on real movement data, to resident demographic analysis that informs design and pricing, to competitive site visits that go beyond the superficial.
This session is built on real-world examples and lessons learned from dozens of projects across the country. Whether you’re planning an expansion, repositioning, or a brand-new development, this is the insider’s guide to getting it right and keeping costs contained.
You’ll Learn:
Why PMA and demand calculations must be handled separately—and the risks when they aren’t
How competitive scorecards can reveal more than a surface comparison
The role of resident and prospect demographics in contract strategy and pricing
How advanced consumer research helps you avoid costly surprises
Red flags to watch for in any market study
