A Florida memory care community has joined the ranks of senior living communities achieving 100% occupancy in the wake of the COVID-19 pandemic.
Watercrest Senior Living Group announced that Market Street Memory Care Residence Palm Coast recently reached full capacity — one of six company communities to achieve the milestone — which Watercrest Principal and CEO Marc Vorkapich attributed to the community’s commitment to servant leadership.
The community’s occupancy strategy begins with a comprehensive, targeted marketing effort, including a web presence, multiple advertising platforms, social media and local community networking and referral relationships, Rose Pietras, marketing manager of senior living for creative firm Chandon Nicholas, told McKnight’s Senior Living.
“Our fully integrated CRM delivers an in-depth prospect pipeline and resident data for analysis, allowing us to identify our future residents, their needs and expectations,” Pietras said.
Watercrest Vice President of Sales Education Mike Marlow added that each Market Street Palm Coast employee’s mindset begins and ends with a focus on service that tailors experiences to each resident and family, and that effort begins even before someone chooses Market Street Palm Coast.
“The team creates these experiences as a means to share a true glimpse into what life can be like at Palm Coast,” Marlow said. “This approach is an important aspect of the overall Watercrest way, and is part of our ‘one size fits one’ mindset.”
From a marketing standpoint, Watercrest elevated its digital presence with a new website, as well as continuously evolving, research-based SEO keywords, Google Ads and content to raise brand awareness and trust, Pietras said.
A flexible advertising strategy allows for timely reaction to market fluctuations, integrating demographic and geofenced digital advertising videos and printed content. Watercrest also uses a dedicated management firm to create professional social media content that includes resident engagement, education and brand awareness.
As a memory care community, Marlow said, Market Street Palm Coast encourages the family members of potential residents to speak with family members of current residents to get a glimpse into daily life at the community through the eyes of those who see it every day.
“The importance of a senior living community’s reputation cannot be overstated,” Pietras said. “We professionally manage reviews and reputation, and connect with our prospects and families via personal surveys, to understand where our opportunities for improvement lie with regard to achieving exemplary customer experiences — both before and after residency with us.”
Watercrest’s overall marketing strategy revolves around its brand, she said.
“A successful brand is the driving force of recognition and trust in the market,” Pietras said. “We never lose sight of our focus on increasing brand equity; its resulting loyalty and association with high quality and value establish the cornerstone for success.”
Community leadership is the biggest driver of success by daily execution of the Watercrest platform, Marlow added.
Market Street Palm Coast previously was recognized by US News & World Report as a 2022-2023 Best Memory Care Community in the media brand’s Best Senior Living ratings. And Watercrest Senior Group is a six-time certified Great Place to Work.
In the third quarter of 2022, the company added three talent acquisition specialists to its home office support team. Their focus is on establishing local and regional relationships to build a pipeline of high-quality caregivers and on improving the new-employee experience.
“Through frequent and open communication, we were able to dial in our efforts based on real-time feedback from our associates, demonstrating that Watercrest cares,” Market Street Palm Coast Executive Director Danielle Potter said.
Market Street Palm Coast is one of six Watercrest to reach 100% occupancy, and “many others” are close to the milestone, Marlow said.
Thrive Senior Living previously announced that three of its communities had achieved 100% occupancy.
