Kendal Corp., the Newark, DE-based supporting organization for the Kendal system of senior living and care communities, has achieved at least 90% occupancy in independent living in each of its eight life plan communities, and five of those communities have reached 95% occupancy or better, the company announced Tuesday.
Two additional Kendal affiliates that are not life plan communities also have achieved “significant” occupancy, Howard Braxton, senior vice president of marketing, communications and sales, told the McKnight’s Business Daily. As of last week, he said, one independent living community and another community that features skilled nursing and assisted living were at more than 95% occupancy. Another life plan community, slated to open in the fall, already has deposits accounting for 95% of units, Braxton said.
Kendal life plan communities have exceeded the national average for independent living occupancy. Braxton attributes the communities’ success to the unique resident experience that each community offers, as well as “some important commonalities,” such as Kendal’s Quaker values and practices. Kendal also credited the appeal of life plan communities.
The Kendal communities didn’t set out on a specific campaign to drive occupancy, he said.
“There was a consistent marketing and sales effort throughout the pandemic and renewed investment in 2022,” he said, adding that Kendal has an established brand and a 50-year history, which gives many prospective residents confidence that they can move into an environment that is consistent and secure.
“Kendal has always had a strong resident referral and word-of-mouth track record that continued to prosper during this time as well,” Braxton added.
The communities did not rely on advertised incentives to draw in residents, either, he said. However, Braxton said, some communities did use a “leap frog” incentive that allowed residents to move into smaller apartments while they waited for larger ones or cottages to open up.
“And there is continued use of ‘promissory notes’ in some [life plan communities] that allow residents to pay off their entrance fee after moving in and when their home sells,” the executive said.
The first Kendal communities opened in 1973. Since then, 12 communities across nine states either have been developed as affiliates from the ground up or have chosen to become affiliates.
