WELCOME!!!

Shuttle

TODAY:Wynne Transportation will pick you up on Floor 2 by the revolving door and take you to the Aloft.

Wynne Transportation will leave the Aloft at 5:45 to take you to Via Real Restaurant. The same bus will return you to the hotel after dinner.

TOMORROW:Please be on the Edgemere bus outside the Aloft hotel at 7:55 tomorrow morning. That bus will bring you directly from the community to our office at the conclusion of the tour.

Greystone Overview and Development Timelines

Mary Krantz presents

Michael B. LanahanChairman

Mr. Lanahan founded Greystone in 1982 and serves as the Chairman of the Board. Mr. Lanahan's responsibility is to ensure our organization delivers quality services and our professional staff has the necessary talent and resources to meet our clients' complex needs. Formerly, Mr. Lanahan was Senior Vice President for Blyth Eastman Paine Webber Health Funding. Mr. Lanahan has more than 30 years of experience in senior living.

Greystone OverviewWho

Paul F. Steinhoff, Jr.Vice Chairman and Chief Executive Officer

Mr. Steinhoff has been with Greystone since 1984 and serves as the Chief Executive Officer. He is responsible for overseeing the operation of the company and formulating strategies and solutions to help our clients establish competitive advantages. Formerly, Mr. Steinhoff was a partner of Touche Ross & Co. (now Deloitte & Touche). Mr. Steinhoff is a Certified Public Accountant and has over 30 years of experience in senior living.

Greystone OverviewWho

Mark P. AndrewsPresident and Chief Operating Officer

Mr. Andrews joined Greystone in 1984 and serves as President. He has primary responsibility for oversight of planning, finance, marketing, developing and management divisions of Greystone. Formerly with Deloitte & Touche in the management consulting practice, Mr. Andrews has almost 25 years of experience in senior living.

Greystone OverviewWho

Greystone OverviewWho

John C. SpoonerExecutive Vice President

Mr. Spooner joined Greystone in 1986 and serves as Executive Vice President. In addition to other management duties, he has primary responsibility for occupancy growth of communities developed by Greystone, as well as those affiliated through third-party contracts. Previously Director of Marketing for several national senior housing companies. Mr. Spooner has over 25 years of experience in senior living.

Greystone OverviewWhat

$5.0 Billion in capital costsFinanced 2 Billion in last 3 years

11,000 apartments and Health Care roomsMarketed more than 30,000 unitsServed more than 500 Clients in 40 states

Greystone Overview Capabilities

Market and Financial Advisory and AnalysisPlanning and DevelopmentResident Sales and MarketingCapital Financing and RefinancingHealth Care Benefit ProgramsOperations ManagementFinancial Advisory and ConsultingStrategic Planning

Greystone OverviewDepartments

Marketing GroupPlanning and Finance GroupDevelopment GroupManagement GroupAdministration

Greystone OverviewClient Relationships

Greystone is not the ownerFee for Service Consulting & ManagementUnderstanding the Greystone/Client relationshipRelationship between you and GreystoneCommunication with Sponsor

Greystone OverviewMarketing Role

Greystone Marketing RoleInterview and hire staffConduct ongoing training based on marketing phaseSet clear goalsDevelop marketing program base on proven marketing strategies as well as innovative ideas that would appeal to our prospects.Direct Advertising effortsDevelop sales promotions to help team close the saleProblem solving/trouble shooting to help improve sales performanceMonitor the lead tracking systemTrack the marketing budget during development phases .Communicate with the sponsor and gain approval for all marketing efforts.

Development Timeline

PhasesFriends / PriorityConversionConstructionFill upMaintenanceRedevelopment

Achieve Priority Goal

Building Completion

Achieve Pre-sale Requirement Goal

Friends / Priority Phase

Fill-Up Phase

Construction Phase

Conversion Phase

• Appointments with prospects in information center

• Retention events for future residents and prospects

• Appointments with prospects in completed community

• Grand opening celebrated

• Events for new leads

• In-home Priority appointments

• Group seminars• Priority parties

• Appointments with all priority members in sequential Priority # order

• Accept 10% deposit in order to reserve specific apartment home

Sales Process Sales Process Sales Process Sales Process

• Construction benefits• Personalization process

• Move-In Incentives• Price Increases• Resident “Ambassadors”

• Priority brochure• Renderings• Site Plans• Presentation book• Web Site

• Information Center DVD presentation, virtual tours

• Scale model of community• Details on pricing• Floor plans• Residency Agreement • Charter Benefit Package

New Selling Tools New Selling Tools New Selling ToolsNew Selling Tools

Lead Generation Lead Generation Lead Generation Lead Generation• Survey• Event Invitations• Newsletters• Newspaper advertisements• Last Chance Letter• Priority member referrals

• Information Center opening mailer

• Newspaper advertisements• Depositor referrals

• Depositor referrals• Newspaper

advertisements• Newsletters• Event invitations

• Resident referrals• Newspaper

advertisements• Newsletters• Event Invitations• Networking in community

GOAL Achieve Occupancy Targets

GOAL Achieve Bond Targets

GOAL Achieve Priority Member Goal

GOAL Achieve Pre-Sale Requirement

Decision by Sponsor to redevelop community

Achieve 90% – 95% Occupancy for entire community

Redevelopment Phase

Maintenance Phase

Heading Sales Process

New Selling ToolsNew Selling Tools

Lead Generation Lead Generation

GOALGOAL Achieve Budget Occupancy Targets

Achieve Pre-sale Requirement

• Host seminar for existing resident base to be given first opportunity

• Follow Priority and Conversion process in similar fashion (refer to Priority & Conversion Phases)

• Appointments with prospects in community

• Events for new leads

• Sponsor and existing community’s reputations

• Utilize Priority and Conversion phase tools in similar fashion (refer to Priority and Conversion Phases)

• Move-in Incentives• Resident “Ambassadors”

• Utilize Priority and Conversion phase lead generation in similar fashion (refer to Priority and Conversion Phases)

• Resident Referrals• Newspaper advertisements• Newsletters• Event Invitations• Networking in Community

Discussion

Questions??

Break

2:30 PM – 2:45 PM

Senior Living Industry and Terminology

Mary Krantz presents

CCRC

Levels of Care (not all CCRC’s provide all levels)

Independent Living (IL)Assisted Living (AL)Memory Support (MS)Skilled Nursing (SNF)

TerminologyEntrance Fee (EF)Monthly Service Fee (MSF)

CCRC Contract – Type A

CCRC Contract TypesType A: Extensive or Life Care Contract

Include housing, residential services and amenitiesUnlimited long-term assisted and nursing care is offered for little or no increase in monthly payments.Typically feature higher entrance feesCCRC absorbs the Long Term Care risk

CCRC Contract – Type B

CCRC Contract Types - continuedType B: Modified Contracts

Include housing, residential services and amenitiesLimit the amount of health care services that may be accessed without any increase in monthly fees. If the resident requires an extended stay, the fee will most likely be below market ratesTypically offer lower entrance and monthly fees

CCRC Contract – Type C

CCRC Contract Types - continuedType C: Fee for Service Contracts

Include housing, residential services and amenities as found in A & B ContractsRequire residents to pay market rate for any health related services on an as needed basis.Typically offer lower entrance and monthly feesRisk of Long Term Care expense remains with the resident.

Other Senior Communities

Senior Apartments: market & subsidizedGated Senior Communities: condo, townhouse, single family homesIndependent Living / CongregateAssisted LivingMemory SupportSkilled NursingRehabilitationGroup HomesHospice Homes

Senior Services

Home CareHome HealthHospiceAdult Day CareAdult Health Day ServicesGeriatric Care ManagersGeriatriciansGeroPsych units / hospitalsSenior CentersMeals on Wheels

Competition

#1 Competitor – the prospect’s HOMECompetitors

IdentifyVisit / Tour

Funding: For-Profit or NonprofitServices & contracts offeredPrice points Base: national, regional or local

MonitorTrack lost leads in REPs

Industry “lingo”

Match the AcronymADA Health ServicesADL Assisted LivingAL Certificate of NeedALFA Entrance FeeCCRC Independent LivingCCAC Monthly Service FeeCON Long Term CareEF Home CareIL Skilled NursingLTC Assisted Living Federation of AmericaMSF Americans with Disability ActHC Continuing Care Retirement CommunityHH Activity of Daily LivingHS Home HealthSNF Continuing Care Accreditation Commission

Our customers – the words we use

Describing our clientele/Prospects/Leads & Residents:

SeniorsElders / ElderlyMature Adults, 55 plus / 55 and betterRetireesOlder Adult

What do they mean?How do they feel? What emotions are evoked?

What do we call ourselves?

TitlesSalespersonSenior Living CounselorSales CounselorCommunity Relations DirectorHealth Services Admissions Director

What does it meanHow does it feel?

Group Discussion

Your CommunityCurrent ChallengesCurrent Success

Greystone UpdateMark Andrews presents

Shuttle

TODAY:Wynne Transportation will pick you up on Floor 2 by the revolving door and take you to the Aloft.

Wynne Transportation will leave the Aloft at 5:45 to take you to Via Real Restaurant. The same bus will return you to the hotel after dinner.

TOMORROW:Please be on the Edgemere bus outside the Aloft hotel at 7:55 tomorrow morning. That bus will bring you directly from the community to our office at the conclusion of the tour.