When an established community was faced with census challenges, it embraced changes in product, pricing, marketing and sales. The Situation Augsburg Village is a faith-based, not-for-profit CCRC in Baltimore, Maryland, that has been serving seniors since 1892. The community has traditionally enjoyed high occupancy, a strong wait list and an excellent reputation for healthcare. However, with aging residents and the economic downturn, its independent living census had declined in recent years. To return the rate of move-ins above attrition, the community sought a partner to assess everything from its product and pricing to its marketing strategy, sales processes and sales team. In fall 2012 Augsburg engaged Love & Company for a sales and marketing assessment. We identified opportunities for

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