An Arizona independent living provider is betting on transparent pricing models and a resident membership model to create a new approach to senior living.
Scottsdale-based Revel Communities announced the launch of a new website that includes real-time pricing, availability information and online leasing capabilities. The company said that the approach is focused on self-service, convenience and price transparency.
Revel’s Danette Opaczewski told McKnight’s Senior Living that the older baby boomers aging into senior living are more tech-savvy than previous generations of prospects and are comfortable with technology. Baby boomers currently are aged 58 to 77.
“At Revel, we pride ourselves on creating choices and want to offer both a tech-forward leasing solution as well as a traditional, personalized sales experience,” said Opaczewski, chief operating officer of Revel Communities and executive vice president of resident experience. “Our residents are savvy consumers — they know their way around smartphones and online shopping platforms — so it is only natural to offer that experience for leasing as well.”
Prospective residents can browse floor plans or use an interactive community site map to see unit pricing and availability in real time. From there, they are invited to begin the application process online or to contact Revel directly to secure a desired apartment. The website also includes a cost calculator and information meant to help in the decision-making process.
The cost of senior living traditionally is “under lock and key,” Opaczewski said. Although potential residents might see “starting at” rates online, they ultimately may have to take a tour and learn about the community before being able to learn the actual cost of living in a community.
“At Revel Communities, we believe in the value of our pricing and all the things resident membership includes, so we are not afraid to include it upfront,” Opaczewski said. “We want to demystify the senior living shopping experience and make it an easy and enjoyable process for our future residents.”
Part of the operator’s approach is the rollout of a new resident membership model meant to offer additional flexibility with services. Membership plans include apartment homes, on-site amenities, monthly dining credits, wellness and lifestyle programming, transportation, 24-hour concierge, utilities, weekly housekeeping and maintenance.
Revel resident members also receive Revel Travel Club access, which provides them with the opportunity to stay at another community in its guest suite for up to seven nights a year at no extra cost.
Beyond that, four different membership tiers will be rolled out, giving residents options related to the number of membership points they receive. Those points can be used throughout the senior living communities for dining, special events, catered celebrations, salon and spa services, additional Lyft transportation charges, guest suite accommodations, additional housekeeping and laundry services, handyman services, and printing and mailing services.
The membership tiers already are available at Revel Palm Desert in California and Revel Vegas in Nevada, with additional communities coming online in the coming months. Residents can make membership plan changes on a quarterly basis, Opaczewski said.
“We’re proud to lead the senior living industry by creating transparent pricing models through our new website and moving away from the simple concept of ‘rent’ to a new membership model, which provides greater independence and additional choices for our residents to live life on their own terms,” she said.
Revel’s portfolio includes 13 independent living communities across Arizona, California, Colorado, Idaho, Nevada, Oregon and Washington. Revel Communities is a division of investment firm The Wolff Company.
In 2021, Revel unveiled its Seasonal Residence Program to encourage travel among residents. The program allows residents to rent fully furnished, short-term rental homes across its portfolio while still keeping their home base at another Revel location. Residents can opt for a three- or six-month stay at a second Revel location.
