SMASH Presentation: Selling the Opus Approach to the Forgotten Middle Market
(L to R) Lauren Hathaway and Sharon Brooks from Opus Newton; Suzanne Allen from BlueFingerprint; Hoyle Koontz from The Vectre
The Vectre was a proud participant in the SMASH 2023 Conference in Las Vegas recently. About 60 conference attendees attended our case study presentation on Opus Newton from 2Life Communities. We partnered with BlueFingerprint to deliver a comprehensive case study titled “Selling the Opus Approach to the Forgotten Middle Market”. A summary of the case study is below and you can view the presentation as well.
Over 50% of seniors fall within the "forgotten middle" of senior living options—earning too much for affordable housing yet struggling with affordability. Recognizing this untapped market as both an opportunity and a moral duty, 2Life Communities developed Opus Newton, a pioneering community model that addresses this gap.
Opus Newton's success story began with reshaping traditional messaging to align with the values and expectations of the middle market. Transitioning from low-income housing, Opus embarked on an extensive marketing campaign to introduce their unique senior living offering. Advanced technology played a crucial role in fostering credibility and trust through a seamless sales experience.
As the organization began presales deposits, they needed effective, tech-enabled tools to drive their sales experience while building credibility and trust with prospects who often thought a senior living option was out of reach. It was critical to signal to their depositors that they were a high-level organization that prioritized doing things the right way. To succeed, Opus needed to present a professional, high-value concept to their depositors - and they used technology to do it.
By creating a true partnership, Opus Newton and its solutions partners were able to reach the middle market, educate them on the benefits of living in community, and deliver monumental results. This winning process met sales goals an entire year in advance of their estimated timeline with a cost-savings of approximately 1 Million dollars.
Opus Newton has used YourTour throughout their sales process within the Information Center, on group depositor Zoom events, and individual Zoom meetings. Over 800 Personalized Interactive Brochures have been created for their prospects through the use of YourTour. You can learn more about the specific details from the Opus Newton sales team in this YourTour Success Story - https://www.thevectre.com/blog/yourtour-success-stories-opus-newton.
Once shovels were in the ground, the 28-month construction timeline required a shift in strategy to include a depositor retention focus that includes the ability to personalize their residences by selecting finish options and upgrades. BlueFingerprint’s intuitive system captures those options and upgrades for each depositor to ensure the ‘delivery’ of the personalized residence through direct communication with the general contractor and sub-contractors.