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About the Community
Royal Oaks is a nonprofit community owned and operated by People of Faith, Inc., in Sun City, AZ. First opened in 1983, the campus is situated on approximately 50 acres approximately 22 miles northwest of Phoenix. When sales momentum for Royal Oaks' new expansion project plateaued, Greystone supported the launch of a targeted marketing action plan to boost overall occupancy and drive revenue.
Royal Oaks engaged Greystone in 2017 to complete a campus master plan, evaluating market conditions and identifying opportunities for future growth. The resulting 20-year vision focused on expanding independent living, creating new amenities, consolidating healthcare services, and enhancing community spaces. This vision led to Phase I, known as Inspirata Pointe, which launched in 2018 with Greystone leading marketing and financial advisory efforts.
Unit Mix
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Hurdles
As is typical with major independent living expansion, hurdles can arise. The Royal Oaks expansion faced similar circumstances:
- Personnel: The existing sales team was separated between the Royal Oaks team, serving the flagship campus, and the Inspirata Pointe team, selling only the new expansion. This segmentation caused leadership to question whether the right talent was in the right roles for both sections of the campus.
- Construction Delays: While the Villas opened on schedule, there were significant time gaps before other buildings were ready for occupancy. Maintaining depositor interest during increased delays created challenges.
- Sales Plateau: Sales activity slowed in late summer, coinciding with Arizona’s seasonal quiet period.
Positive Outcomes
To counter these hurdles, Greystone created a marketing action plan with specific tactics for increasing occupancy. With Greystone’s support, Royal Oaks implemented the following strategic initiatives:
- Marketing Investment: The plateau in sales prompted an approved budget increase for a high-impact TV campaign in fall 2021, which significantly boosted awareness and lead acquisition. The team also increased the number of retention events, such as brew crew gatherings and construction events, to help maintain resident enthusiasm and interest throughout the extended process.
- Personnel Enhancements: A new campus director of sales and marketing was promoted internally, bringing a fresh sales-focused approach. After the community sales team was re-made through a blending of the two separate sales teams into one, and the addition of new and additional sales counselors to the expanded team, Greystone implemented a mentoring and training program that reinforced a strong sales culture, contributing to increased production and occupancy.
- Sales Strategies: In the fall of 2024, the sales team quickly devised targeted sales tactics to increase overall sales and maintain the retention of existing depositors. The team crafted strong incentive packages to sell remaining residences identified as less desirable in the Inspirata Pointe expansion, which included electronic shades that reduce sound and heat, a must for south-facing units in the Arizona sun, and helped mitigate less desirable views for units in close proximity to the nearby highway and rail line. The residence make-ready window was also reduced from as long as 6-8 months to 45-60 days, streamlining and shortening the move-in process.
- Communication: Clear communication between Royal Oaks leadership, the sales team, and Greystone ensured timely and effective execution of initiatives. This collaboration built trust and helped address challenges proactively, leading to increased occupancy and a stronger community.
Summary of the Project
The strategic changes implemented at Royal Oaks directly contributed to the continued success of Inspirata Pointe. By addressing construction delays, revitalizing sales strategies, and enhancing marketing efforts, the project exceeded expectations — reaching 85% occupancy ahead of projections. As a result, Inspirata Pointe enhanced the already strong Royal Oaks brand in the market, demonstrating the power of proactive planning and effective execution, strong leadership, and market-driven development.
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