Aberdeen Heights opened in 2011 and quickly became one of the most successful recession-era start-up life plan communities. Upon stabilization and successful operation, PMMA refinanced its debt at favorable interest rates, which only further boosted its financial success. Later, as attrition and the impact of the pandemic took its toll on independent living occupancy, plateauing at 74%, Presbyterian Manors of Mid-America (PMMA) turned to Greystone for a solution. The result? A data-driven marketing plan that increased occupancy by 67 gross move-ins, reaching 88.8% occupancy in 18 months. This swift turnaround not only stabilized the community’s finances but also set Aberdeen Heights on track to hit an upward trajectory to sales milestones—demonstrating the power of strategic intervention in the senior living industry.

About Aberdeen Heights

Aberdeen Heights is a not-for-profit life plan community located in Kirkwood, MO, and is owned and operated by Presbyterian Manors of Mid-America (PMMA). The nearly 18-acre campus features 234 independent living apartments, 30 assisted living apartments, 15 memory care residences, and 38 skilled nursing beds.

Greystone and Aberdeen Heights

Greystone began its relationship with PMMA over 20 years ago with the development of its Aberdeen Village campus, a life plan community located in Olathe, KS. After its successful fill-up in 2003, PMMA sought to create another campus in the broader St. Louis market. Greystone and PMMA secured the location of what is now Aberdeen Heights, which opened in 2011 and reached stabilized occupancy in 2013.

The Plan

In collaboration with Aberdeen Heights and the PMMA team, Greystone developed and executed a robust marketing plan aimed at significantly boosting overall occupancy. This comprehensive approach encompassed staff development and training, increased awareness of Aberdeen Heights to gain additional lead generation, and created enhancements to the physical space used by the sales team.

The initial focus was on refining sales strategy to benefit from a dedicated sales approach using best practices. The team implemented a consistent schedule of community events that engaged prospects and resulted in a velocity of appointments. This fresh sales strategy included a 'discovery room' for prospect conversations and engagement, leading to initial and subsequent tours. These adjusted initiatives attracted more visitors to the community and enhanced the quality of their experiences, leading to stronger, more qualified leads for the sales team to convert to deposits and move ins.

Greystone also worked closely with the sales team on professional development and training, equipping them with the necessary tools to convert viable leads successfully into sales. This ongoing and personalized coaching was fueled with report reviews, weekly sales calls, and onsite visits by Greystone, which became instrumental in cultivating a highly effective sales team and increased total entrance fee revenues.

The Results

As a result of this ambitious strategy, Greystone coached the sales and marketing team to achieve enhanced performance and higher lead conversion rates. The team achieved 67 gross move-ins – all while combatting cancels, move outs, and attrition. This translates to $31,612,700 entrance fee dollars collected. Aberdeen Heights is currently 88.8% sold and occupied and is on track to reach stabilized occupancy once again.

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To learn more about Greystone’s marketing advisory services, visit our Services page.