The community’s luxury positioning clashed with its location in a low-income area. Assisted living units experienced short lengths of stay, two-bedroom units sat vacant, and sales performance was underwhelming.

 We repositioned the community to appeal to retired military officers from the Midwest, marketing it as part of San Diego. Friendship Suites were introduced to maximize use of two-bedroom units, while detailed retention guidelines helped reduce turnover. A performance-based sales structure and targeted marketing to the Jewish community helped drive occupancy and overcome dietary limitations.

Occupancy rose from 47% to 98%, monthly NOI increased by 1,485%, and average resident tenure improved significantly. The community gained new appeal, with 15% of residents identifying as Jewish by 2016.