Occupancy

The Forum at Rancho San Antonio, a high-end Life Plan Community in Cupertino, CA, had a need to raise occupancy, with a total of 47 vacancies — 30 from existing residences and 17 from newly built residences. They needed to attract a younger demographic to fill these openings.

Through our branding process, we created a strategy that led to a campaign highlighting the resident-directed lifestyle, unique equity ownership model and stunning natural setting. We then executed a photo shoot showcasing vital residents living active lives on the beautiful campus. We brought the campaign to life through a new website, new sales collateral, branding and event-driven direct mail and digital campaign, and a marketing automation system.

According to Nancy Kao, Executive Director at The Forum, the new marketing has attracted a younger demographic. Her observations have been backed up by concrete results. Occupancy has been steadily rising since our engagement with The Forum in 2021. Openings have dropped from 47 to 12. In 2022, the community surpassed its goal of 36 sales and 36 closings, experiencing 40 closings and 36 sales for the year.

At the 2022 sales conference for Life Care Services, the Forum’s management partner, the community was recognized with awards for occupancy in assisted living (100%) and independent living (95% and above).