A unique characteristic of the consulting services we offer at 12 Oaks Senior Living is our approach to developing custom business plans for each of our communities. By offering custom solutions, we equip each of our communities to face their unique challenges and grow as a team to thrive moving forward. To explain our process for developing winning business plans, we sat down with David Ensor, Vice President of Sales and Marketing, to learn more about our process and approach and how it works.
Why Do We Develop Custom Plans for Our Communities?
Throughout our entire development and rollout process, we highlight the “why” of what we are doing. We believe in breaking free from a one size fits all approach in exchange for a more personalized way of helping each of our senior living communities. To give a broader perspective on our strategy, here are key points of why we develop custom plans.
To Address the Unique Context of Each Community
At a basic level, we acknowledge that each community is unique; therefore, the challenges they face are unique. This doesn’t necessarily mean that there are problems in every community. However, factors such as: geography, local ethos and economy, etc. can all affect the success of a community. This warrants a customized plan to accommodate the context a community is in. Ensor summarizes it well by stating, “Every community has different challenges. Applying those processes is different in Houston than it is in Abilene.”
To Meet the Needs of Each Community
A natural result of addressing the unique challenges of a community is the meeting of that community’s unique needs. We build up from a set standard of practices and then customize applications depending on the community. Ensor points out that “You manage your database and your process differently if you’re getting 100 leads than you do if you’re getting 6.” By taking the time to address the needs of the community based on the unique context of that community, we are able to tailor our solutions in ways that pinpoint the areas that need help within a community.
To Create a Collaborative Environment
By meeting our communities where they are, we offer solutions within their culture. This benefits all parties because it promotes a level of collaboration. Rather than pulling communities out of their context to implement a distant standard of solutions, we equip them to thrive where they are in a context they know. This is compounded with our belief in explaining the “why.” Ensor notes that “Taking that extra five, ten minutes with the team to explain the why behind the strategy is invaluable when it comes to building a team.”
Our pathway to implementation begins with a clear understanding of our communities. What sets us apart is our determination to understand each of our communities and adapt solutions to them. This contributes to the long term success of our communities because the solutions are informed. However, it is important to note how we implement these plans for optimal results.
How Do We Implement Our Custom Plans?
Taking our solutions from theory to practice involves a variety of different components for successful implementation. A common theme of our approach can be summarized as creating ownership. From start to finish, we bring our Executive Directors on board to support, adopt, and apply the new plans. We serve alongside our community teams as consultants rather than micromanagers to create a sense of ownership and autonomy. We create the standards and lead our communities to love and implement them.
With Active Involvement Through Implementation
A key to our success in each of our communities is that we are actively involved in the implementation process of the business plan. Our goal is to create a “living, breathing document” that becomes a part of the everyday life of the community and its team. This is opposed to a simple exchange where the plan is delivered and then visited infrequently. For a plan to be successfully integrated into the ethos of a senior living community, there has to be a level of collaboration between our corporate team and the community team; therefore, we practice active involvement in the implementation process.
By Creating Ownership with Consultation
Although we are active in the implementation of our custom plans, our ultimate goal is for the community team and Executive Director to feel a sense of ownership over the new plan. Ensor says “When they’re treated as an owner in your business, that instills something in them, and that sense of pride shows in the way they treat their team and the feel of the community.” By working closely with team members, we are able to help instill an understanding and appreciation of the new plan. We do not believe that 12 Oaks needs to force utilization because our team is able to effectively create that culture of collaboration and support of the new plan. By consulting the community team and continuing to offer support, we are equipping the leadership team to take ownership and sustain their senior living community.
Implementation With Long Term Flexibility
One of the advantages of our business plan designs is their flexibility. We recognize that the ebb and flow of senior living operations can warrant updates to the business plan for optimal results; therefore, we encourage that the team continually compare and contrast the current needs of their community and adapt the plan to best meet them. The ability to adjust and adapt is made possible when the community team has taken ownership of the new plan and understands it well enough to rework elements to best suit their current needs.
The Positive Impact of Our Custom Plans
There’s much that can be said about the 12 Oaks processes in theory. However, we believe our 2023 metrics show that our method of plan development and implementation produces desirable results. In 2023 12 Oaks communities saw:
- An 11% inquiry to move in conversion compared to the industry’s 9%
- A 27% inquiry to tour conversion compared to the industry’s 26%
- A 40% tour to move in conversion compared to the industry’s 33%
- A 67 day average sale cycle compared to the industry’s 182 days
- A 512 day average stay compared to the industry’s 498 days
We attribute, in part, these metrics to our successful integration of the Aline CRM and Sherpa sales process into our plan development. We also emphasize value-based care within our communities, which is another example of our commitment to improving by working closely with each community.
The customization of business plans has proven to be a transformative approach for senior living operations, addressing unique community needs and fostering collaborative environments. Our active involvement and emphasis on ownership ensure that these tailored business plans are effectively integrated and sustained. The impressive 2023 metrics validate the success of our customized plans, demonstrating significant improvements across the spectrum.
Ready to transform your senior living community with a customized business plan? Contact us now to schedule a consultation and see how our tailored solutions can drive your success.