8:30-9:30 a.m

71-J. How to Succeed Even When Expansion Presales Disappoint

A solid reputation, high occupancy, and a long waitlist won't guarantee presales success for your next major expansion. That's the lesson of this session, which will tell the story of a successful life plan community whose expansion stalled unexpectedly. Instead of giving up, the organization and its marketing firm launched a three-month plan to boost leads and sales. Representatives from the community and the firm will discuss how they assessed the root causes of underperformance, developed collaborative action plans aligned with financial goals, refreshed the community's brand to showcase its unique selling points, and made other adjustments and tough decisions. This cautionary tale with a happy ending could help you succeed in the face of future disappointments.

• Erica Thrash-Sall, CEO, Horizon House — Seattle, WA, USA
• Rob Love, President & CEO, Love & Company, Inc. — Frederick, MD, United States
• Amy Brodie, Senior Vice President of Client Experience, Love & Company, Inc. — Frederick, MD, United States