The Situation: Pennswood Village is a 31-year-old continuing care retirement community in Newtown, Pennsylvania. Throughout much of its history, the distinguished Quaker community in affluent Bucks County enjoyed high occupancy and a strong wait list— all while following the Quaker-influenced philosophy that “if prospects like us, they will call us,” correspondingly limiting resources for marketing staff and lead genera- tion. The community enjoyed prolonged success because of its well-established Life Care contract and especially positive reputation for healthcare services. A recent reno- vation to its community center, an inspiring art gallery, well-maintained grounds, impressive fitness center, and two pools are all strengths valued by visiting prospects. By February 2012, occupancy ha

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