Senior living operators often focus on one primary metric: occupancy. The industry-wide benchmark sits at approximately 85% today (source: NIC.org), and many operators believe that filling more units is the key to financial success. But the real game—the one that drives sustainable growth, long-term profitability, and an enhanced resident experience—is revenue management.

Occupancy alone doesn’t determine financial success. It’s the careful balance between revenue, margin, and a raving fan culture—both with employees and residents—that ultimately dictates success. Every dollar matters. Every pricing decision, every discount, every missed opportunity to bill accurately for care delivery compounds over time. When done right, revenue management can unlock millions in untapped potential—without adding a single new resident.

A Tale of Two Operators: The Revenue Management Gap

Consider two senior living portfolios, each operating 30+ communities.

Operator A: The Precision Planner

Operator A runs a tight ship. Their rental rates and care fees are strategically set through professional competitive analysis, objective data, and expert insight. They conduct quarterly resident assessments to ensure care is being billed properly. They scrutinize giveaways and discounts that eat into margins. Every pricing decision is data-driven, ensuring rates reflect market demand and value perception.

Operator B: The Laissez-Faire Leader

Meanwhile, Operator B takes a more casual approach. Sales directors conduct comp analysis, but their recommendations are often biased—they’re hesitant to raise rates for fear of scaring off prospects. Executive Directors weigh in on pricing, but they’re focused on daily operations, not long-term revenue strategy. Rate increases are inconsistent, conversations with residents about pricing are uncomfortable, and revenue is left on the table. Discounts and promotions are handed out as band-aids for weak sales performance instead of strategic pricing adjustments.

Now, let’s put real numbers to this.

The BILD & Co Case Study: A $3.12M Revenue Lift in 6 Months

BILD & Co. partnered with a portfolio of 32 communities, totaling 3,264 units, to implement a rigorous revenue management strategy. Over six months, we:

• Conducted a floor-by-floor, unit-by-unit assessment of pricing and care fees
• Researched competitive pricing with objective data, removing bias from the equation
• Identified underpriced apartments and care services
• Designed strategic pricing recommendations based on value, demand, and market conditions
• Equipped community teams with the communication skills needed to confidently articulate value and manage rate discussions
• Supported regional and executive teams in executing and sustaining these strategies

The result? A 0.8% margin increase across the portfolio—a revenue lift of $3.12 million in just six months.

Revenue Management Is the Silent Growth Engine

The impact of effective revenue management extends beyond the balance sheet. It enhances the customer experience by ensuring services are priced correctly, care delivery is sustainable, and team members aren’t discounting out of desperation. It also reduces employee stress—sales teams no longer feel pressured to push unnecessary incentives, and care teams are properly resourced to deliver exceptional service.

This is where BILD & Co comes in. We step alongside senior living operators, bringing the deep expertise needed to untangle the complexities of pricing, sales, marketing, and operations. While your teams focus on the day-to-day, we work on the business—driving revenue strategies that improve financial performance, sustain a high-quality resident experience, and support long-term growth.

It’s Time to Stop Leaving Money on the Table

If your sales teams are hesitant about rate increases, if your care billing process is inconsistent, if discounts are being used as a crutch for weak occupancy—there’s an opportunity for growth that doesn’t require more leads or more move-ins. It requires smart, strategic revenue management.

A Deeper Dive: How to Execute Revenue Management in Your Portfolio

For those ready to take action, here are specific strategies you can implement to drive revenue optimization:

1. Quarterly Resident Assessments: Ensure care services are billed accurately by reassessing each resident’s needs every quarter. This eliminates undercharging and ensures appropriate staffing levels. With new residents, conduct assessments upon move in and again in 30, 60, and 90 days to make sure you have it right.
2. Market-Driven Pricing Adjustments: Engage a third-party firm, like BILD & Co, to conduct unbiased competitive pricing analysis. Data-driven pricing recommendations remove emotional bias and keep you competitive.
3. Staff Training on Value-Based Pricing: Equip your sales and community teams with the right language to confidently communicate the value of services, handling rate increase discussions effectively.
4. Reduce Margin-Eating Discounts: Assess historical discounting patterns and restructure incentives to focus on added value rather than price slashing. Implement structured pricing strategies that maintain premium positioning.
5. Leverage Data Analytics for Decision-Making: Utilize business intelligence tools to track revenue per occupied unit (RevPOR), margins, and care service adjustments to measure financial impact in real-time.
6. Align Sales & Operations with Revenue Strategy: Sales and operations teams must work together to ensure that pricing reflects service delivery costs, care fees are properly charged, and overall financial performance is maximized.

Maximizing Revenue: Your Competitive Edge

Revenue management isn’t just about boosting profitability—it’s about maintaining financial stability while improving resident and employee satisfaction. Operators who take a proactive, data-driven approach are better positioned to thrive in a competitive market. When revenue strategies are carefully designed and executed, communities can reinvest in high-quality care, innovative amenities, and staff training programs that enhance the overall experience.

With senior living demand projected to surge over the next decade, now is the time to establish a strong revenue foundation. The operators who master revenue management today will lead the market tomorrow.

The Right Partner Makes All the Difference

At BILD & Co, we bring deep expertise in revenue management and pricing strategy. Whether it’s competitive benchmarking, resident assessments, pricing optimization, or communication training, we ensure your portfolio operates at peak financial efficiency.

Let’s talk about how we can help you unlock the hidden potential within your portfolio. Connect with us today to explore how targeted revenue strategies can increase profitability, optimize care delivery, and create an even better experience for residents and staff alike.

Because in senior living, it’s not about filling apartments—it’s about maximizing the value of every single one.