The Situation: Lenbrook is an upscale, not-for-profit, continuing care retirement community that opened in 1983. Located in Buckhead, the most affluent area of Atlanta, Lenbrook quickly became a leader in a highly competitive market. In order to retain its leadership position, in 2006 the community decided to expand its services and residence options. It significantly increased indoor and outdoor amenities, added 142 new residences to its existing 223, added 16 assisted living residences and replaced its healthcare center with 60 private rooms. The expansion opened in December 2008 in the heart of the financial crisis: New residences went from 97% reserved to 75% by June 30, 2009. Existing occupancy was also declining due to high attrition levels and low sales. A highly regarded senior

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