Competitive Analysis for Retirement Communities
The Challenge
A leading senior-living developer—offering independent living, assisted living, memory care, and skilled nursing—needed to understand how its offerings compared across markets. The team wanted consistent, reliable competitor intelligence to inform pricing and selling strategies.
Key questions:
-
Are prices for comparable room sizes and services competitive?
-
What incentives are other communities offering?
-
How do levels of care and included services stack up by provider?
The Objective
Partner with Confero to:
-
Run competitive phone mystery shops across multiple regions
-
Capture service menus, pricing, and incentives from rival communities
-
Produce comparable views over time to guide pricing & marketing
-
Deliver insights robust enough to influence sales strategy with confidence
Our Approach
Confero delivered a multi-year (2019–2024) competitive analysis program:
-
Phone Mystery Shops: Targeted calls to competitor communities covering assisted living, skilled nursing, memory care, and independent living
-
Scenario-Based Conversations: Shoppers posed as the adult child of an aging parent to create realistic, consultative interactions
-
Information Confirmation: Shoppers requested brochures/follow-up emails to validate details gathered on calls
-
Expert Shoppers: Top-rated contractors trained with step-by-step instructions and a sample recorded call for reference
-
Regional Tailoring: Call scripts and data capture aligned to local market realities
-
White-Glove Support: A dedicated client services manager handled clarifications and coordinated any needed follow-up calls
The Results
-
Reliable Data, Region by Region: Clear comparisons of pricing, incentives, and care levels
-
Strategic Adjustments: Sales and marketing teams made confident pricing and offer moves
-
Benchmarking Over Time: 2019–2024 tracking created a competitive trendline for leadership
-
Sales Enablement: Frontline teams used the findings to position value with prospective residents and families
The Success
With carefully designed and validated phone shops, the developer gained a clear competitive edge. Leadership could benchmark, adapt, and strengthen the value proposition—helping families choose with confidence and keeping the organization ahead in a dynamic market.
Key Takeaway
Confero helps retirement communities and senior-living providers see the competitive field clearly. Scenario-driven phone shops, verified data collection, and actionable reporting power better pricing, stronger sales positioning, and smarter marketing.
👉 Contact Confero to learn how competitive analysis can keep your organization ahead in senior living.
To learn more about competitive analysis via phone shops and onsite mystery shops – Shop the Competition! or 25 Reasons for Companies to Gather Intelligence.
