Middle Market Success Stories Webinar

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June2021

Middle Market Success Stories
Learn from the Leaders

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Webinar Details

Session Date & Time: Tuesday, June 29, 2021 from 1:00pm-2:00pm ET

Thought Leadership and Webinar Description:

We took a critical look at the increasing pressure on senior living providers to meet the demands of the emerging middle market. Learn what the Baby Boomer generation and their families are looking for when exploring their options in the middle market housing and services. During this discussion, we reviewed the strategic significance of extending housing offerings to the middle market. While many providers are considering entering in the middle market arena, few have taken the leap due to their inability to find an operating and financial model that ‘works’ with the lower monthly rental rates. Featured speakers shared case studies of their own middle market senior housing models identifying key success factors for development, pricing and operating models.

Key Takeaways:

  1. Identify the viability of middle market products in your region.
  2. Embrace the different operating mentality needed to successfully launch and operate a moderate-priced housing product.
  3. Absorb tangible suggestions from operators who have experience profitably operating middle market products.

Additional Q&A from our Presenters

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Featured Speakers

William Pettit

President, Merrill Gardens

William “Bill” Pettit is the president of the R. D. Merrill Company with responsibility for Merrill Gardens and sister company Pillar Properties. Merrill Gardens is one of the most respected assisted living operators in the country with 70 communities in 20 states. Pillar Properties is an award-winning owner and operator of multi-family housing with 1,700 units in operation and the developer for Merrill Gardens new communities.

Bill joined the R. D. Merrill Company in 1992 after 18 years in the banking industry. He was instrumental in the formation of the company, starting with one community in 1993. He directed the rapid growth and timely execution of acquisitions and developed the policies that speak to the Merrill Gardens and Pillar Properties commitment to quality.

Bill was a 2018 Seattle Business Magazine Executive Excellence Award winner and under his leadership the R. D. Merrill Company was named the Family Business of the Year for its commitment to residents, team members and community service.

Bill received a bachelor’s degree from Princeton in 1971 and a MBA from the University of Oregon in 1973. He was the first senior living executive in residence for Washington State University. He serves on the Argentum Board of Directors and he is the past Chairman of the Executive Board of the American Seniors Housing Association (ASHA).

Matthew D. Rule, Esq.

Senior Vice President of Housing Development, National Church Residences Investment Corp.

Matt Rule is Senior Vice President of Housing Development at National Church Residences. Matt leads NCR’s acquisitions, development finance, originations, and construction teams. In the past five years his team closed over 30 LIHTC transactions, purchased over 3,000 affordable senior units and closed over $100,000,000 of new market rate senior housing production. In 2015, Affordable Housing Finance (AHF) named Matt as one of six Affordable Housing Young Leaders. Prior to joining NCR, Matt was a transactional attorney at Squire Sanders, LLP (currently known as Squire Patton Boggs) where he served as legal counsel for a variety of low income housing tax credit developers, syndicators, direct investors and lenders. Matt is a graduate from The Ohio State University Michael E Moritz College of Law where he graduated with distinction as Summa Cum Laude, Order of the Coif. Matt is active at Vineyard Church in Columbus, Ohio and currently serves as the Vice President of the Ohio Housing Council and as a Board Member of the Central Ohio chapter of the Juvenile Diabetes Research Foundation. In the past he has served as a Board Member the National Affordable Housing Trust (2018-2020), a Board Member of the Upper Arlington Rotary Club (2018-2020), a member of the Upper Arlington Citizen Financial Review Task Force (2019) and as the Chair of the Finance Subcommittee of the Upper Arlington Community Center Feasibility Task Force (2020). Matt is married and has four very energetic children.

For more information or if you have any questions regarding the content of this webinar, please contact Lynn Daly at 312.505.5688 or [email protected], Curtis King at 512.519.5003 or [email protected] or any HJ Sims banker at 1-800-HJS-1935.

Meet Our Team

LeadingAge OH Month of Marketing Webinar Series

Virtual Webinar

Session Date & Time: Wednesday, June 2, 2021 from 1:00pm-2:30pm ET

Thought Leadership and Educational Session:

Embracing New Marketing Strategies in a Post-COVID Environment

The Senior Living COVID-19 Sentiment Report surveyed more than 23,000 residents and staff at senior independent living communities across the country, along with prospective future residents to better understand what it was like to live and work in a senior living community during the pandemic and to identify whether prospects felt differently about moving to a senior living community due to the pandemic. The results of the survey demonstrate that residents overwhelmingly felt safe during COVID-19 and confident their communities had taken appropriate precautions to keep them safe. The study also identified there are opportunities for improvement.

This session will focus on the results of the report as it relates to marketing. It will include a facilitated Leadership Roundtable Discussion about how providers plan to leverage the data to enhance their marketing approach, redefine the value proposition that senior living has to offer, and implement innovative marketing and sales solutions to improve prospect and waitlist engagement and ultimately increase census.

Learning Objectives:

  1. Attendees will hear the results of the COVID-19 Sentiment Report – A survey of independent living desirability and safety;
  2. Learn best practices and innovative ideas specific to sales and marketing to increase census as we are coming out of the pandemic;
  3. Learn how to leverage the data to enhance the resident experience, redefine the value proposition that senior living has to offer and implement marketing and sales solutions to improve prospect and waitlist engagement and ultimately increase census.

Featured Speakers:

  • Lynn Daly, Executive Vice President, HJ Sims
  • Mica Rees, Chief Brand and Growth Officer, Ohio Living
  • Aimee Riemke, Vice President of Marketing, Greencroft Communities
  • Shona Schmall, Director of Marketing & Sales for Cooperative Development
  • Dana Wollschlager, Partner & Practice Leader, Plante Moran Living Forward

Contacts:

REQUEST INFORMATION ON THIS PRESENTATION

As we continue to experience fluctuations in our capital markets, HJ Sims is committed to Tracking the COVID-19 Impact.

Learn More

MoneyShow Orlando 2021

Please join HJ Sims for MoneyShow Orlando June 10-12 at Omni Resort at ChampionsGate. Visit our team at Booth 303. Join us for two special presentations on June 11, 3pm-4:15pm, and June 12, 11am-11:45pm:

What if You Choose Not to Follow The Crowd? POWeR Your Portfolio.

What if you could stress test the Top 10 positions against world, political or economic scenarios?

What if you could identify investments that might adversely impact your portfolio within a rising inflation environment?

What if you could help design your own strategies (i.e., socially responsible or disruption innovation)?

What if you could identify investments that could help offset Capital Gains taxes?

Join Cliff Edelmann, Geoff von der Linden, Les Campbell, John Koene and Jonathan Jarow.

LeadingAge MD/DC Joint Conference

Virtual Event: 

A conference “journey forward” created for leaders to connect in a forum where you can discuss the tough moments from the last year, hear ideas that can transform your organization, and make sure you and your teams are ready for the next wave of innovation in the aging services field. 

Session Date & Time: June 3, 2021 from 12pm-12:45pm.

Thought Leadership and Educational Session:

One Doesn’t Have to Be the Loneliest Number: How Single-Site LPCs Can Continue to Thrive

Melissa Messina conducts a high-level discussion of strategic planning for single site communities that do not involve merger and acquisition opportunities. Two single site life plan communities in Maryland – Broadmead, which is located in the rolling hills of Cockeysville, and Edenwald, which is more urban in Towson, will be featured providing in-depth experience and insights. One  LPC is situated in a more suburban/rural setting and one in a more urban setting – and will discuss their experience as the premier senior living providers in the area. In particular, an assessment of the key factors from an operational, financial, and leadership perspective that have converged and allowed the communities to cultivate their reputations for resident service and to thrive from a financial perspective, including commentary around advantages the communities have relative to larger, multi-site organizations. In addition, instead of conveying the fruits of those successes to a parent organization, the communities will discuss how they have been able to leverage their successes to continue improving their ability to respond to the needs of its current and future residents, with recent expansion activity. 

Learning Objectives:

  1. Discuss the key factors, emphasizing those with the greatest degree of transferability and those unique to single-site providers, that financially-sound single-site LPCs share.
  2. Provide insight into the approach to strategic planning of the communities, and how their status as a single-site provider adds to their overall flexibility with respect to decision-making.
  3. Learn from commentary regarding how strategic planning, specifically for the unique challenges that single-site providers face, has been and may in the future be affected as the world continues to emerge from the pandemic.

Featured Speakers:

  • Melissa Messina, Senior Vice President, HJ Sims
  • Mark Beggs, President and CEO, Edenwald

  • Robin Somers, President and CEO, Broadmead

Contacts:

REQUEST INFORMATION ON THIS PRESENTATION

As we continue to experience fluctuations in our capital markets, HJ Sims is committed to Tracking the COVID-19 Impact.

Learn More