Alzheimer’s is the 6th leading cause of death in the United States. It is the only cause of death within the top 10 list that currently cannot be prevented, cured or slowed. Many Americans are working to change that. Yardi client Senior Star of Tulsa, Oklahoma, has joined in the fight against Alzheimer’s disease. Senior Star operates 14 communities with a total of 2,200 apartments in six states. A small but mighty force in the senior housing industry, the company is making its mark on Alzheimer’s research and awareness.  When Yardi reported on Senior Star in 2014, the company raised $255,000 through The Walk to End Alzheimer’s®. In 2017, the company successfully raised $600,000. In the last five years, the organization has exceeded $2.3 million in funds raised. Associates from throughout the organization raised funds and put in the miles to make it happen. Tyler Hanes, Project Director at Senior Star, is one such associate. He has participated in the walk for six years. His work with memory support communities encouraged his participation in the walks. In 2010, Senior Star acquired its first memory support community. Hanes frequently visited with the residents and their families. The experience had a profound impact on his understanding of the disease. “I had always been aware of Alzheimer’s, but I never fully understood the magnitude of the disease until I was touched that year by so many of our remarkable residents struggling with Alzheimer’s. I was initially encourage by Robert (Bob) Thomas, one of the Senior Star founders, to join the Walk To End Alzheimer’s and I’m certainly grateful for his words of wisdom,” says Hanes. Hanes received support from as far away as Toronto. “It’s always inspiring to know the people we work alongside, no matter their geographical location, share...

Traditional senior housing marketing—idyllic stock photos and expertly crafted text– no longer stands out to prospects. A growing trend reveals the power of marketing that features real residents, their quotations, and their experiences at the community. Yardi client, Senior Star, is far ahead of the trend. The company made the decision to focus on resident-centric marketing more than 15 years ago. Letitia Jackson, Vice President of Corporate Engagement, explains, “We could think of no one better to represent what Senior Star does, why we do what we do, and who we serve.” Senior Star rarely uses stock images. A good stock image gains popularity and circulates throughout websites targeted towards seniors. Brands become indistinguishable. Jackson says, “We believe this may have a detrimental impact on organizational credibility.” In contrast, custom images add value to the prospect’s online experience. Branding is reinforced: the logo on staff uniforms, the color scheme in interior décor, and most importantly, faces that the prospects will recognize once they visit the site. Real residents come with genuine ties to the local community, which is a major win in most cases. “There is much to be said for the value in the local markets of a resident’s influence,” says Jackson. “Most communities in the industry have a resident or two who is well known or even a local celebrity.   We know the power reviews carry; a resident who is known locally and is used in our advertising may be perceived as providing a tacit endorsement.” The same rings true for staff. “In addition to using residents, we also use actual Senior Star associates.  It creates a degree of confidence and an early connection when someone who is considering our community actually encounters and recognizes an associate they’ve ‘met’ in our...

Seniors are the fastest growing segment of the population, with more than 16 million seniors in need of housing by 2050. This previously underserved population has taken center stage as a national housing priority. Yet before the construction and investment boom began, Yardi client Senior Star was providing superior care for seniors and their families. The tradition holds strong as the company continues to receive accolades and recognition for its services. For Letitia Jackson, Vice President of Corporate Engagement, reverence for seniors sparked her interest in senior housing. Senior Star’s stellar track record encouraged her to forge a career with the company that has endured nearly 20 years. “Just as many of us in this industry do, I have a true appreciation for the people who paved the way for us,” begins Jackson. “I entered senior housing through my employment with Senior Star and have remained dedicated to the industry for over 18 years. We can honor residents in the waning years of their lives, filling their lives with joyful, purposeful moments while reducing the time adult children spend in caregiving – increasing the meaningful moments spent with their parents.” Those meaningful moments become increasingly precious as seniors reach the later stages of life. The American Health Care Association reports that the average age of assisted living residents is 85 years with 42 percent having Alzheimer’s disease or other dementias. One in three American seniors over the age of 85, and one in nine who are 65 and older, has Alzheimer’s disease. Dementia can significantly reduce the quality of life that seniors experience. While there is no cure for dementia, Jackson wants to help families cope with the illness and find a way to move forward. She selected Senior Star because it committed to providing...