Recently on Varsity’s weekly Roundtable we were joined by Susan Dolton, corporate director of sales at Goodwin Living for an insightful discussion on solving waitlist challenges in senior living.
Susan shared how Goodwin Living’s Early Advantage and Ready List programs are tackling a 900+ person waitlist, providing faster access to life care agreements and higher levels of living while generating revenue and streamlining sales team efficiency.
Here’s are some highlights from that conversation:
FIXING THE WAITLIST BOTTLENECK
Goodwin Living faced a major challenge: a waitlist of over 900 people but only 70-80 apartments opening each year. The process of matching available units with ready residents was slow and inefficient, often requiring up to 40 calls per unit. A new system was needed to streamline move-ins.
A BROKEN MOVE-IN TO MOVE-UP PROGRAM
The Move-in to Move-up program, designed to fill smaller apartments, was misused by wealthier residents as a way to jump the line for larger units. This left those in need of affordable one-bedrooms without options and created inefficiencies that increased costs and disrupted community-building.
INTRODUCING EARLY ADVANTAGE
To create a fairer and more efficient waitlist system, Goodwin Living launched Early Advantage. This program allows members to secure a life care contract while still living at home, giving them guaranteed access to Goodwin Living communities when the time comes and priority for higher levels of care.
A CAP TO MAINTAIN BALANCE
Early Advantage membership was capped at 100 households to balance demand and ease concerns from current residents. Financial and medical qualifications were required, ensuring a sustainable, well-managed program that didn’t compromise available care services.
STRONGER THAN EXPECTED DEMAND
Early Advantage exceeded expectations, with 179 letters of intent submitted for just 100 spots. The high demand validated the program’s value, and as those who didn’t make the cut shift to the Ready List, Goodwin Living is seeing increased engagement from Priority Club members rethinking their timelines.
