How Phoenix Senior Living Uncovered Hidden Market Opportunity w/ Further's Pricing Assistant

In the high-stakes world of senior living operations, staying competitive requires more than just exceptional care—it demands smarter, faster decisions backed by real-time data. Phoenix Senior Living, which operates 44 communities across nine southeastern states, recognized this need when outdated pricing data nearly derailed an investor call. Their solution? Further’s Pricing Assistant.

The Challenge: Six-Month-Old Data in a Real-Time Market

When Justin Harden, Vice President of Sales at Phoenix, was preparing for a key investor meeting, he hit a wall. The old industry approach of manually collecting competitive pricing data couldn't keeping up with the company's growing need for market intelligence, and worse, it didn't always reflect new market entrants.  

Relying on community teams to conduct pricing analysis led to inconsistent and outdated results—impacting leadership's ability to make nimble decisions on market rates and concession strategies.

“Our process just wasn’t keeping up,” Justin shared. “The data was static, the reports were manual, and then add layer in the high turnover in sales staff.  There are too many variables that can cause inconsistencies in the data.  We knew there had to be a better way to guide decisions.”

The Solution: Further’s Pricing Assistant

That’s when Phoenix Senior Living turned to Further. After vetting multiple vendors, they selected Further’s Pricing Assistant for its dynamic dashboard, real-time insights, and cost-effectiveness.

With Pricing Assistant, the Phoenix team gained:

• Real-time competitor pricing and concessions data
• Visibility into online reviews and property images
• Elimination of outdated Excel reports
• Confidence to make strategic pricing decisions on the fly

What started as a tool for the sales directors quickly gained traction company-wide.

“Further completely shifted our mindset on competitive intelligence,” said Justin. “From our CFO to asset managers, everyone sees the value. It’s a game-changer.”

The Results: From Reactive to Proactive

Since implementing Pricing Assistant, Phoenix Senior Living has:

• Accelerated competitive analysis by relying on Further’s secret shoppers and real-time updates
• Uncovered hidden incentives, like Florida communities offering months of free rent despite claiming to have waitlists
• Strengthened investor confidence by delivering live insights during calls
• Expanded adoption beyond sales to executive directors, asset managers, and finance leaders

The result? Smarter, faster decisions that keep Phoenix ahead in a competitive market.

Looking Ahead

Phoenix continues to scale with Further as a strategic partner. As pricing pressures mount and market dynamics shift, tools like Pricing Assistant aren’t just nice to have—they’re essential.

As Justin puts it, “Further’s product sells itself—it’s that good.”

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