Prepared for Saga Senior Living · Confidential
// Growth Partnership Proposal
You told us what winning looks like: a waitlist at every community. This is the plan to get there. Start with the community furthest from full, get it to break-even, then run the same play across the portfolio.
How fast we move
Week one we take access, stop the tracking waste, and begin the new website build for your starting community. You see the first rebuilt community live inside month one.
// The Goal, In Your Words
“You get me a waitlist at every one of my communities, you've earned my business for life.”
Everything in this proposal ladders to that one number. Not impressions, not rankings, not “engagement.” Occupied units. The demand is clearly there; Saga moved in 25 residents across the portfolio this past July. So the question was never whether units can be filled. It's whether the engine runs consistently, stays accountable to occupancy every week, and doesn't reset to zero every time a vendor changes. That is the gap we're here to close.
// The Asset You're Not Using
Chris started Saga after his father, living with frontal-lobe dementia, was placed in a corporate-owned facility, and the family learned caregivers had been lying to them. When he asked the executive director who was accountable, he was told the owner “wasn't available.” A REIT owned the building, a separate operator ran it, and no one was truly responsible.
That's why Saga is owner-operated, so everyone rows in the same direction. It's why the name comes from the Viking idea of a noble hero's journey: getting to senior housing is itself a saga, for every resident and every family. In the room, you didn't sell us Saga. You told us the why, and it sold itself.
“Your next chapter can be well lived with us.”
The care itself: food, medication, transportation, and the daily support residents need. The table stakes every operator claims.
A rejection of the “park them and wait” model. The belief, said out loud, that the next chapter can be genuinely well-lived.
Not a facility. Not a hospital. A place of safety, comfort, and belonging where people actually want to spend their time.
A single recorded interview with Chris, 30 to 60 minutes, becomes a library we reuse everywhere: the website anchor, the sales asset that closes families, and months of social and brand content. Right now the most persuasive thing about Saga only exists when Chris says it out loud.
// The Audit, Paired With The Fix
We reviewed the live site directly and grouped what we found the way we'll fix it: architecture, content, SEO, and the technical plumbing underneath. Nothing here is a surprise on launch day.
How the site is structured for the way families actually search and browse.
Click “Amenities” from a community and the site drops the property context entirely, so it takes several clicks to get back to where you were. For a stressed family trying to picture Mom in a specific building, that is the exact moment they leave.
We rebuild the community page as a single self-contained hub, so amenities, floor plans, and pricing all live in context and are never more than one click away.
Senior-housing search is hyper-local. Someone typing “memory care Scottsdale” wants Barton House, not the corporate overview. Today it is one corporate site with community sub-pages, which leaves local intent on the table.
We restructure Saga as the umbrella with each community as its own local destination underneath, complete with schema, Google Business Profile, reviews, and service-type tagging.
Assisted living, memory care, and independent living live as portfolio-wide corporate pages rather than a dedicated page for each service at each community. That is exactly the page a family is searching for, and it does not exist to rank.
We build a page for every care type at every community, each targeting its own local search and linking cleanly back to the community hub.
What actually convinces the adult daughter to pick up the phone and book a tour.
The Help, Hope, Home story sells without selling, and it is almost entirely absent from the site today. Families stay when they feel an emotional connection, not when they are buried in specs. Most senior-housing sites inform. Almost none inspire.
We record a founder interview with Chris in the first month and weave the Help, Hope, Home story through the homepage, community pages, and sales materials.
Ratings and testimonials are the first thing an adult child looks for, yet the site surfaces almost none of them. The proof of care Saga already earns is sitting on third-party platforms instead of working on your own pages.
We pull real ratings and resident stories onto every community page with review schema, so the social proof shows up both on-site and in search results.
Saga converts well once families tour in person. The gap is getting more of them comfortable enough to show up. The current gallery is unstructured and there is no way to walk the space online first.
We organize the gallery by area (clubhouse, dining, rooms, outdoor spaces) and add a virtual tour, an early, low-lift change that gets more families to book.
Posting is handled community-by-community by activities directors. That grassroots feel fits the audience, but without a light layer of coordination it risks off-brand photos and an inconsistent thread across communities.
We add a simple content framework and review step that keeps each community's local voice while protecting brand consistency and quality.
Who owns the searches your future residents are running right now.
Search a Saga community by name and directories like A Place for Mom, Caring.com, and US News often surface before Saga's own page does. Every click that lands on a directory is a lead APFM can resell back to Saga, or to a competitor next door.
We claim and optimize each Google Business Profile and ship local schema so Saga owns its own branded and city-level results instead of renting them from directories.
Search engines need structured signals (address, service area, hours, ratings) to place each community in local results. The current markup is minimal, so Google has little to work with when a family searches by city.
We implement complete LocalBusiness and review schema per community, giving every location the structured data it needs to rank and show rich results.
For a tour-driven category, the map pack is often the single biggest source of qualified local leads, and it is free. Today the profiles are not fully claimed, filled out, or posting regularly.
We fully optimize each profile with photos, services, and weekly posts, then keep review velocity and Q&A active so Saga wins the local map pack.
The plumbing that decides whether spend is measurable and pages actually convert.
Beyond Further's call tracking, form and campaign attribution is inconsistent, which is how a reporting spike can look like progress while cost-per-move-in stays flat. You can't optimize what you can't measure cleanly.
In week one we stand up end-to-end tracking across forms, calls, and campaigns (keeping Further in place) so every dollar ties to tours and move-ins.
The “Location of Interest” options are city-based and at least one is wrong, listing Phoenix where Barton House is actually in Scottsdale. Small mismatch, but it quietly corrupts attribution on every inbound lead.
We correct the form to map cleanly to each community and its city, so every lead is attributed to the right place from the first touch.
Most of these searches happen on a phone, often on the go. Any drag on load time or clunky mobile layout costs tours before a family ever reads a word.
We optimize images, load behavior, and mobile layout so the rebuilt pages are fast and effortless on the device families actually use.
Directory-dominated results vs. Saga's current position. Exact rankings verified per market in the Phase 0 audit.
| Market | Owns page one today | Saga's position |
|---|---|---|
| memory care Scottsdale | Directories, competitor operators | Barton House hard to surface |
| assisted living Kingwood | Directories (APFM, Caring.com) | Below the fold |
| assisted living Cypresswood | Directories, regional operators | Thin / anchor-only |
| senior living Stockton | Directories (US News, others) | On page, undefended |
| San Diego (pre-launch) | Directories | No presence yet |
| Community name searches | Directories on name search | Outranked on own names |
Further stays. Their per-source phone tracking and call recording are the one piece of the current stack that actually attributes leads, and their rep already flags gaps proactively. We build around Further, not over it. The transparent floor-plan pricing and the Saga Stories content also stay and get amplified.
// What Changes When We Take Over
Website, paid, local SEO, reviews, and reporting run under one roof, with Further kept in place for the lead tracking you trust. No handoffs between vendors, no gaps where accountability falls through. When occupancy moves, you know exactly who is responsible.
We build on a durable local-first foundation, so every month of SEO, reviews, and content stacks on the last. No starting the clock over. The work we ship in week one still pays off a year from now.
Our dashboard reports the numbers that fill buildings: leads, tours, and cost-per-move-in per community, visible any day of the week. We optimize spend toward what actually converts, so budget follows results instead of impressions.
// The Opportunity
Families are searching and buying every day. The only question is whether they find Saga directly or through a directory that resells the lead. Owning that first search is the whole game.
The demand exists. Filling units is a visibility problem, not a market problem.
The search happens before the phone call. If you are not found, you are not considered.
Intent is hyper-local, which is exactly what the current corporate-first site cannot capture.
That is the range A Place for Mom and similar directories charge operators, commonly a chunk of first-month-plus rent per placement. Every lead you win through a directory is a margin you hand away. Owning your own search turns that cost back into profit, on a top-three problem worth a page-one solution.
Figures above are industry benchmarks (NIC MAP senior-housing occupancy, published family-search behavior studies, standard directory referral-fee ranges, and local-pack click-share data), shown to frame the opportunity. Saga-specific numbers are confirmed in the Phase 0 audit.
The product is already good. The plan is to make sure every family searching for it actually finds it, and trusts it before they call.
The Model
// The Model
Seven connected pillars, each tied explicitly to occupancy.
Every community becomes its own deep local destination (per care-type pages, schema, city-level content, virtual tours) with Saga as the umbrella above it. “Barton House, by Saga” builds cross-location trust the way a homebuilder brand lifts a neighborhood, so each new community makes the next one easier to fill.
Budget allocated by proven cost-per-move-in, not cost-per-click. Kill underperforming channels fast, scale winners.
Own the “assisted living [city]” and “memory care [city]” searches directory sites currently win. This is the highest-ROI, lowest-cost channel for a tour-driven category.
Systematic review generation and response across APFM, Google, Caring.com, and Yelp, surfaced back on-site with real ratings visible, not just a link away.
The Help, Hope, Home narrative and leadership credibility turned into indexable pages and syndicated earned media, getting the press releases Saga already writes off the site and into local and industry coverage.
A repeatable, fast-turnaround setup (rebrand, local SEO foundation, GBP claim, review migration, tracking) that ships automatically every time Saga takes over a community. Growth by acquisition stops meaning “start from zero.”
One dashboard, per community: leads, tours, cost-per-move-in, and what we're doing next, visible to Saga any day of the week, not just on a monthly call.
You don't need six vendors for seven jobs. You need one team accountable for one number, and ready every time you add a community.
// The Architecture
Families don't search for a corporate brand. They search for care in a specific city. The structure has to match how they look, and it has to make Saga the trusted name above it all.
sagaseniorliving.com
One brand story, one funnel
Sub-pages lose context on every click, share the corporate signal, and can't win a local search on their own.
The Umbrella
Saga Senior Living
Brand trust · cross-location authority · repeatable playbook
Barton House, by Saga
Scottsdale, AZ · its own local hub
Every community ships with this same stack, so a new acquisition inherits the structure on day one instead of starting from zero.
“Barton House, by Saga” works the way a homebuilder's name lifts every neighborhood it touches. Each community makes the next one easier to fill.
// Proof It Works
In Saga's own markets, the operators winning the local search are not spending more. They are structured for it. Each runs the same play: a real local page per community, a claimed profile, and reviews that compound. It is a repeatable formula, and it is available to Saga.
Dedicated local community page, claimed GBP, and steady review velocity, so it surfaces on “assisted living Kingwood” instead of a directory.
Each property gets its own local hub with service-type pages and schema, exactly the umbrella-and-local structure we are proposing for Saga.
Memory-care-specific local pages and a strong review presence let it own “memory care” searches in Barton House's backyard.
Operators and communities named above are illustrative examples of the local-first formula in Saga's markets. Exact competitors, URLs, and current rankings per market are verified in the Phase 0 audit.
// The Roadmap to 98%
Each stage earns the next, but the work starts immediately. You will see the first rebuilt community live inside the first month.
No three-month discovery stall. Week one we take access, stop the bleeding on tracking and lead-source mismatches, and kick off the new website for the starting community. Design and build begin day one, not next quarter.
Inside the first month the local-first page structure, schema, and GBP overhaul ship for the community furthest from full, alongside the occupancy-first reporting dashboard. We record the founder interview with Chris and turn team bios into real, indexable pages.
Drive the first community to break-even, then roll the proven local engine across the rest of the portfolio: care-type pages, virtual tours, real on-site reviews, founder story woven throughout. Paid media runs in parallel so nothing goes dark during the rollout.
Local SEO compounds, review velocity climbs, paid spend dials down as organic takes share, and press releases start getting syndicated externally. San Diego launches with a waitlist page and full local structure before the doors even open, using a documented new-acquisition playbook.
The finish line isn't a launch date. It's break-even occupancy at the community that needs it most, then a waitlist there, then the next one, then the next, until all six (soon seven, soon more) are full.
// In Your Dashboard
| Community | Occupancy | Leads | Tours | Cost / Move-In | This Month's Focus |
|---|---|---|---|---|---|
| Barton House, Scottsdale | TBD | TBD | TBD | TBD | Own “memory care Scottsdale” local search |
| Kingwood | TBD | TBD | TBD | TBD | Scale spend into best converter |
| Terraces | TBD | TBD | TBD | TBD | Fix landing page before spending further |
| Cypresswood | TBD | TBD | TBD | TBD | Local content, thinnest competitive market |
| Stockton | TBD | TBD | TBD | TBD | Defend page-one ranking with depth |
| San Diego | Pre-launch | TBD | TBD | TBD | Waitlist page + local structure before opening |
Illustrative layout, populated live from day one, with occupancy at the top of every column.
Behind every occupied unit is a family that chose Saga. Everything here exists to help more of them find their way home.
Why Us
// Why Us
A dedicated account team plus direct founder access: Slack, phone, and a shared board Saga can open any day of the week, not a monthly PDF.
The chat widget, the pricing transparency, the Saga Stories content engine. Real assets stay in place and get amplified, not replaced. Nothing goes dark, no reset, no lost momentum.
Because Saga adds communities by acquisition, not just new construction, our playbook is designed to onboard a new property in weeks, not months.
Only Sunrise and Brookdale have true national recognition, and neither is beloved. Saga doesn't need 300 communities; it needs to be the trusted name in Houston, in Scottsdale, in Stockton. That's a winnable fight, and it's the right one.
Senior housing is a small world. Operators stuck at 60% go looking for a better partner, and a reputable Saga brand makes that inbound deal flow more likely. The same organic engine that fills buildings also feeds Saga's growth-by-acquisition.
Code, content, domains, brand assets, analytics: all Saga's, from day one.
// Investment
A single senior-living move-in is worth significant annual revenue. If this engagement costs less than one to two incremental move-ins a month across six communities, it pays for itself, and compounds from there.
The rebuild that makes every community sell.
The engine that keeps every building full.
Priced per community and structured so Saga can start where the need is sharpest and expand as each community hits break-even. Final scope and phasing confirmed in the working session.
// Sign Off
Growth Partnership Proposal · August 2026
