promatura brochure

8/14/2019 ProMatura Brochure

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19 County Road 168

Oxford, Mississippi 38655

800.201.1483

[email protected]

www.promatura.com


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ProMatura is

A market analysis, consumer research, development planning and consulting firm.

ProMaturas areas of expertise include

ProMatura has more than 25 years experience in studying consumer preferences, developing

market feasibility estimates, and planning and managing development of age-qualified housingcommunities, including active adult communities, 55+ apartments, continuing care retirement

communities, independent living communities, and assisted living communities.

ProMatura uses high-powered, statistically valid research and reliable, usable answers for

planning and development. Our experiences in the industry have taught us what mature

consumers want in retirement living.

A few of our specialties include:-- Large-scale research studies of consumers for national associations

-- Housing research for associations and hundreds of builders and developers from

fortune 100 to local housing builders

-- Preference trade-off studies

-- Human factors studies


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Key Personnel

ProMatura has a staff of more than 80

employees all located in Oxford,

Mississippi, and is under the leadership

of Dr. Margaret Wylde, its Founder and

President. Wylde is nationally

recognized as an expert in all aspects of

senior living, having authored four

books, dozens of technical papers and

articles and is a frequent contributor to

senior living trade and business

publications and scholarly journals.

Margaret A. Wylde, Ph.D., President & CEO

Bernie Smith, Chief Operating Officer

Edie Smith, Senior Vice President, Director of

Research

Bryon Cohron, Senior Market Analyst

Steve Dziduch, Technical Analyst

John Dee Warthman, Manager of Information

Technology

David L. Winters, Information Technology

Hayley Downs, NICMAP TM Supervisor

Katie Griffin, Call Center Supervisor

Laura Herbert, Call Center Supervisor

Connie Hay, Human Resources & Office Manager

Brenda Carothers, Accounting

Dr. Margaret WyldePresident and CEO


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ServicesProMatura Provides

Strategic Planning

ProMatura provides corporate strategic planning to assist our clients in defining theirorganizational mission, vision and future direction, as well as project level market research andplanning.

For more detailed information on ProMaturasservices, please visit our website atwww.ProMatura.com.

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Development Consulting

Select site

Recommend and coordinate funding sources

Select and supervise project team (architect,contractor, civil engineer, interior designer, landscape

architect)

Determine unit mix, size and pricing

Develop staffing requirements

Develop furniture, fixture and equipment budget


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Who UsesProMaturas Services?

Developers and Builders

All forms of age-qualified housing (active adult, seniors

apartments, independent living, assisted living, Alzheimers

care, continuing care retirement communities, and nursing

care)

Master-planned communities

All age housing i.e., resort destination properties, high-end

luxury developments, affordable housing

Fitness and wellness centers (within a housing community

or free-standing)

Service AgenciesBanks

Customer service programs

Planning agencies for regions, cities, and states

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Developers and Builders

All forms of assistive devices (scooters, walkers,wheelchairs, canes, bathing equipment)

Electronic devices (personal emergency response systems,telephones, automatic heart defibrillators, hearing aids,computers and related accessories, etc.)Food productsHousehold furnishings (cabinetry, bathtubs, showers, etc.)Automobiles


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Clients(representative sample)

ACTS Retirement Life Communities

American Association of Retired Persons

American Seniors Housing Association

Assisted Living Federation of America

Beazer HomesBethany Lutheran Village

California Lutheran Homes

Centex Destination Properties

Centex Homes

Christa Development

Christian Health Care Center

Daniel Corporation

Del Webb Corporation

Epcon

Erickson Retirement Communities

Hallmark Senior Housing

KB Home

K. Hovnanian

Kennecott Land Corporation

Legacy Health Services

Life Care Services

Office of Lt. Governor, State of LouisianaLutheran Social Service of Michigan

Lutheran Social Services of Missouri

MacKenzie House

Maryland National Capitol Parks &Planning Commission

National Investment Center for the SeniorsHousing & Care Industry

Paso del Norte Group & City of El PasoPresbyterian Homes, Inc.

Pulte Homes

Rancho Mission Viejo

Senior Resource Group

Sunrise Senior Living

The Elements Group

The Fountains

The Front Porch

United Methodist Senior Services of Mississippi


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Books Authored by Wylde

Right House, Right Place, Right Time: Community and Lifestyle Preferences of the 45+

Housing Market, BuilderBooks, 2008, www.builderbooks.com

Boomers on the Horizon: Housing Preferences of the 35+ Market , BuilderBooks, 2002,www.builderbooks.com

Building for a Lifetime: The Design and Construction of Fully Accessible Homes, BuilderBooks, 1994, www.builderbooks.com

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National Studies

ProMatura conducts large scale national and regional research for associations and corporate clients.Publications from some of our work is listed below.

American Seniors Housing Association (ASHA) www.seniorhousing.org

Parent/Child Decision-Making: Moving to Seniors Housing, 2006

The Benefits Of Independent Living Communities: A Comparative Analysis of

Residents and Non-Residents , 2003

Seniors Housing Statistical Handbook, Edition III , 2002

The Independent Living Report, 2001

Assisted Living Federation of America (ALFA) www.alfa.org

A Guide to Research Information for the Long-Term Care Industries: Assisted LivingCommunities and Nursing Homes, 1999

The 1999 ALFA National Assisted Living Resident Sa tisfaction Survey, 1999


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Work completed by the ProMatura Group sponsored by the National InvestmentCenter for the Seniors Housing & Care Industry ( NIC) Available from www.nic.org

Ongoing Quarterly Census of Seniors Housing in the 100 Largest MSAs in U.S.

National Housing Survey of Adults 60+ (1997, 1998, 2001, 2007)

Understanding Seniors Housing Demand, Choices, and Behavior: Insights from the AHEAD and HRS Studies (2003)

NIC Resource Guide: A Sourcebook for Evaluating,Underwriting and Financing Seniors Housing & Care Properties (2001)

National Study of Adult Caregivers 45 to 64 Years of Age (2000)

Income Confirmation Study of Assisted Living Residents and the Age 75+ Population (2000)

NIC National Supply Estimate of Seniors Housing & CareProperties (2000)

National Survey of Assisted Living Residents: Who is the

Customer? (1999)

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National Studies


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Highlightsof

Services


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Consumer ResearchStudy

Rancho Mission Viejo began as a 230,000 acre cattleranch in Southern California over 100 years ago. Overthe years parts of the Ranch became Camp Pendleton,Coto de Caza, Mission Viejo, Rancho Santa Margarita,Las Flores, and Ladera Ranch. The last 23,000 acresremain in the ONeill/Moisos family who will continueto ranch and grow citrus. They will preserve 17,000acres in open space and will develop The Ranch.

ProMatura has worked with Rancho Mission Viejo todefine the prospective consumers (for both all-ageand age-qualified communities) and assisted inplanning housing amenities and services consumerswant. ProMatura completed 15 four-hour focusgroups, an Internet survey, a mail survey, andconducted two ideation sessions to help define thecommunity.

Based on our research, we learned that by raising theprice of their homes by 16% of the expected askingprice, The Ranch would only lose 3% of their targetmarket.

59%

50%41%

0%

10%

20%

30%

40%

50%

60%

Market Share by Size of Floor Plan

Small Medium Large

85% 86% 82%

10%

30%

50%

70%

90%

Base Price Base Price +

6%

Base Price +

16%

Impact on Market Share by VaryingPrice of Home

Z One keyconcept tested for

the community wasthe Neighborhood

Electric Vehicle(NEV)
http://www.ranchomissionviejo.com/


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CCRC FeasibilityReport

Southern Square is a community being planned for Athens, Georgia. ProMatura Group wascommissioned by Development Partners to determine the feasibility of and the optimum unit mix of independent living residences for a continuing care retirement community in the area. In order todetermine whether the market could support Southern Square, ProMatura:

Defined the market area for the proposed community;

Examined existing, planned, and potential competition to determine their impact andcompetitive threat to the proposed development;

Estimated the absorption/sales rate;

Defined the proposed development and analyzed the proposed site;

Visited the competition personally to see their impact on the proposed community; and

Assessed demographic and economic conditions of the area, including migration data, medianhousehold income, and median home values.

In conclusion, ProMatura determined that Athens had a moderate demand for Southern Square andthat their prices and amenities were competitive with the existing communities in the area.

6%10%

20%

34%

19%

8%

1%0%

10%

20%

30%

40%


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Conjoint Analysis

Conjoint analysis is a research method that best simulates the purchase decisions (trade-offs)consumers make when purchasing a complex, high-priced product, such as a residence in a retirementcommunity. Conjoint analysis surveys ask the consumer to consider a full complement of criticalvariables simultaneously when determining which residence they would be most likely to purchase andthus more closely simulate a real-life purchase decision.

Conjoint analysis allows the researcher to determine which features in combination with each otherhave the greatest appeal to customers in making a decision. Conjoint analysis has high statistical

validity and power because the questions ask respondents to consider important aspects of theproduct with the price, as in the sample below.

Percent Each Variable ImpactsSelection

Parking18%

CommunityEntrance

13%

Meals16%

Service Package6%

Type A or TypeB Entrance Fee

1%

Interior Finish forNew Units

14%

Apartment Size20%

New/ExistingUnit

12%

Market Share by Type of Apartment andEntrance Fee Plan

NewApartment,

Type B43%

NewApartment,

Type A32%

ExistingApartment,

Type B10%

ExistingApartment,

Type A15%

76%65% 67%

0%

20%

40%

60%

80%

100%

Standard Upgra de 1 ($6/sf) Upgrade 2($10/sf)

Interior Finish for New Units

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Image and AwarenessStudies

An Image and Awareness survey is completedamong qualified households within the marketarea to assess the effectiveness of yourmarketing efforts and to learn what theprospective market knows about and thinksabout your community or product.

The survey is conducted via a 5 to 10 minute

telephone survey. The typical goals andobjectives of this type of study are to learn theproportion of the target market who knowsabout your property, their opinion of you andtheir knowledge and opinion of your topcompetitors. These studies gather informationfrom the target market, update lead lists andprovide an opportunity to tell the prospect aboutyour community.

ProMatura Group Call Center ResearchAssociates are friendly, professional andarticulate. Our Research Associates know theconsumer and are provided backgroundinformation about your community or product.

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Contact Us

19 Country Road 168Oxford, MS 38655

662.234.0158800.201.1483

Fax 662.234.0288

[email protected]

If you would like additional information about the services that we provide, we would recommend thatyou request a complimentary copy of the

ProMatura Primer. It describes in detail some of our services and their benefits.

For sample copies of selected reports,please contact Heather Houghton at

[email protected] or at 800.201.1483.

promatura brochure

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