The Roche Associates, Inc. (TRA)

Active, ongoing engagement of prospects and multi-channel marketing to generate sales traffic of true age- and income-qualified prospects to events at senior living communities are the cornerstones of attaining & maintaining occupancy success, based upon 40+ years of marketing and sales experience by The Roche Associates, Inc.

Senior living marketing has seen a significant shift in recent years, as operators increasingly rely on passive engagement on the internet via AI and social media. As a result, many senior living communities are allocating fewer resources towards setting up face-to-face engagements with prospects, or recruiting them to attend meaningful in-person events.

But when someone is facing one of the biggest, most emotional decisions of their life — is a cold, impersonal list of community amenities really what they need?

The Roche Associates, Inc. (TRA), a national leader in occupancy success for the senior living industry, believes that seniors and families making one of life’s toughest decisions deserve better than a cold sales pitch through a computer screen. Over the past four decades, TRA’s stellar track record of filling up and turning around communities nationwide validates the company’s proven marketing approach.

“Our sales philosophy is built around helping our clients achieve their occupancy and revenue goals through driving sales traffic to their communities, and providing them with fresh new ideas to move prospects forward in the sales pipeline,” says Joseph L. Roche, CEO and President.

As a full-service marketing partner, TRA offers services services ranging from in-depth market analysis & sales audits to multi-channel marketing, including direct mail, digital marketing, telecommunications, and advertising to generate strong sales traffic to events. TRA also provides hands-on sales training for its clients’ sales and marketing staff.

In the past 44 years, TRA has helped create over $3.5 billion in value for its senior living clients. In addition, TRA has created and produced 2,000,000 direct mail pieces to promote products and services offered by our clients, and made 2,000,000 calls to prospects on behalf of clients. These efforts have resulted in 275,000 qualified prospects attending events at clients’ communities. Most importantly, TRA has helped these communities welcome approximately 27,500 new residents.

TRA achieves such results with research-driven strategies tailored to each community. For planned or new communities, TRA offers its Direct Impact Test Marketing Program, which consists of running targeted focus groups with seniors, adult children and referral sources to ensure feasibility, and making recommendations designed to expedite the achievement of fill-up and occupancy goals.

TRA produces high-conversion educational events featuring nationally recognized experts on senior living, including TRA’s own Gerontological Clinical Care Specialist Dr. Joan Roche (PhD, RN, BSN), to help communities attract large, qualified audiences. The firm has managed hundreds of campaigns nationwide, often in highly competitive markets, helping clients differentiate themselves from top competitors through expert analysis & strategic repositioning.

Since most communities lack the inhouse resources to follow up directly with all leads, TRA offers telecommunications campaigns featuring inhouse professionals with decades of experience, often tripling or quadrupling turnout to events.

As part of its comprehensive engagements, TRA conducts regular sales meetings and check-ins with client teams to identify hot leads, coordinate next steps, and address obstacles like helping prospects with downsizing. In these strategic partnerships, TRA is willing to risk up to 50 percent of its fees, based upon performance. Few (if any) other senior living marketing firms offer this level of shared accountability.

A senior living client in Illinois, grew from 46% to 92% occupancy within a year under TRA’s guidance. In Connecticut, another client achieved consistent 95–100% occupancy, leading to an expansion, due to unprecedented demand.

These and numerous other achievements demonstrate that The Roche Associates is the partner that transforms occupancy and sales challenges into results, helping senior living communities meet or exceed their occupancy and revenue goals.