How to Sell Out Before Breaking Ground

<p><strong>The story:</strong> <span style="font-weight: 400;">What does a VP of innovations do? Shape the community of the future, of course! Learn how one CCRC sold 46 units before breaking ground— plus, why the company launched in-home services and incorporated robots.</span></p> <p><strong>The guest:</strong> <span style="font-weight: 400;">Joe Velderman, vice president of innovations, Cypress Living</span></p> <p><strong>Your host:</strong> <span style="font-weight: 400;">Lola Rain, growth strategist, Senior Living Foresight</span></p> <p><em><span style="font-weight: 400;">“We launched the Oaks marketing campaign in January of 2020, and then six weeks later, COVID-19 hit.” The architects and builder created conceptual drawings and videos. With those new assets and a killer marketing and sales team, “I think we sold all of the villas in about a month.”</span></em></p> <p><em><span style="font-weight: 400;">—Joe Velderman</span></em></p>