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Multi-brand portfolios: A strategy to gain senior living market share?

March 13, 2019 8 min read
Dana Wollschlager Plante Moran Living Forward

Senior living operators who can successfully deliver multiple brands may be able to capture a greater percentage of an increasingly diverse senior population. Partner Dana Wollschlager discusses the benefits of multi-brand strategies at Senior Housing News.

Diverse group of seniors enjoying time together at their home in a senior living community

Some senior living providers are taking a page from the hospitality sector, with positive results. Leveraging multiple brands to attract different types of customers, an established hotel tactic for gaining market share, is now a growing approach to the senior living business.

In the case of senior living, the multi-brand strategy consists of launching new brands personalized for specific consumer segments — such as price point, resident acuity, geography or environment, and lifestyle — in a “family” of brands that can appeal to a variety of seniors.

Plante Moran Living Forward Partner Dana Wollschlager expects senior housing to segment primarily around three income levels:

  • Low-income for seniors at or below 30% of the area median income
  • High-end for those who can afford significant entrance and monthly fees
  • Middle-market for individuals in between

Whether segmenting based on income, acuity, geography, lifestyle, or some combination, an operator who can successfully deliver multiple brands could capture a greater percentage of an increasingly diverse senior population.

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