With resident rates on the rise, many operators have emphasized the need to to demonstrate the value of senior living communities as a way to justify that cost. Doing so is not always easy.
Prospects and their loved ones don’t always come to the table with a grasp on what senior living is or why they should pay a premium for it. At the same time, more residents and their families are bringing with them a new slate of preferences and desires for what they want out of community living.