How a Strategic Senior Living Model Apartment Can Boost Move-Ins, Elevate Brand, and Reduce Sales Time
- Natasha Drake
- Dec 5, 2024
- 3 min read
In a competitive senior living market, where every impression counts, one powerful but often underutilized tool can significantly increase move-ins, shorten sales cycles, and even reduce price sensitivity: the model apartment.
In Episode 17 of The Drake Insights Podcast, Natasha Drake sat down with Sasha Davis, CEO of Model55, and Brigitte Specht, Chief Growth Officer at KJB Consulting, to explore the impact of a well-designed senior living model apartment strategy—and why doing it right matters more than ever.
Why Senior Living Model Apartments Matter More Than You Think
A thoughtfully designed model apartment is far more than decor—it’s a sales tool and brand ambassador.
“Design isn’t just pretty. It’s a tool to sell faster, with fewer discounts, and at higher perceived value,” said Sasha Davis of Model55.
Operators often hesitate to invest in model units due to perceived cost or complexity. But as Sasha explains, the ROI is tangible: a single, professionally designed model apartment can drive repeated move-ins, eliminate recurring concessions, and powerfully reinforce your community’s brand across all touchpoints.
Sales Impact: Visualization Closes the Deal
Prospective residents are downsizing and facing emotional transitions. An empty apartment can feel cold and overwhelming, while a model apartment helps families imagine life in the space.
Brigitte Specht shared her frontline experience:
“We’ve seen time and time again that a well-designed model helps people overcome objections, decreases days on market, and reduces pricing sensitivity.”
By ending tours in the model unit and guiding families to sit, relax, and picture their own belongings in the space, communities make the emotional sale—where logic alone falls short.
Brand Alignment Across Portfolios
Design consistency across communities is a key differentiator in saturated markets. Model55 uses localized designers and a turnkey process to deliver customized models that align with a brand’s core values and regional preferences.
“Your model apartment is often the first in-person impression of your brand,” Sasha emphasized. “We treat it like your lobby or your homepage—it must reflect your identity.”
From subtle regional styling to targeted messaging through decor, the apartment becomes part of the community’s brand story.
The Hidden Costs of DIY Models
Trying to save money by having internal teams stage a unit? You’re likely losing far more in the process. Pulling sales, maintenance, and housekeeping off task not only drains productivity—it rarely results in an effective sales tool.
“You wouldn’t have your sales director give a medical shot. Why have them design your most important sales space?” Brigitte pointed out.
Instead, companies like Model55 handle everything from vision calls to full-service install, allowing staff to stay focused on conversion.
Strategic Takeaways for Senior Living Operators
Design to your audience, not your team’s personal style
Use the model to overcome objections and personalize tours
Align your model apartments with your brand and local market
Track ROI through reduced vacant days and increased move-ins
Integrate your model into website and digital marketing visuals
Final Thought: If You’re Going to Do It—Do It Right
A strategic senior living model apartment is not an extra—it’s an essential. When thoughtfully designed and aligned with your brand, it becomes a powerful tool to increase occupancy, build emotional connection, and outperform competitors.
Want to learn more about Model55’s turnkey strategic senior living model apartment solutions?
Contact Natasha Drake at Drake Strategic or reach out to Sasha Davis or Brigitte Specht at Model55.com to explore how your next model apartment can be your most powerful sales tool.
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