From Sales Trainers to Strategic Growth Architects: How Bild & Co Transformed Its Approach to Senior Living Financial Performance

For 25 years, Bild & Co was recognized for one thing: sales training. We trained thousands of sales counselors across the U.S., Canada, and the U.K., helping senior living operators improve conversions, increase occupancy, and drive revenue. Our training programs set the industry standard, delivering unmatched expertise and results.

But today, we’ve evolved.

Yes, we still train sales teams—but training is no longer the foundation. Instead, strategic alignment is the key to revenue growth. The senior living industry must reassess what’s truly driving—or hindering—financial performance in today’s market.

Why Traditional Sales Strategies No Longer Work

The senior living buyer has changed, yet many communities have not. They still operate under outdated models, including:

• Misaligned pricing that doesn’t reflect market demand or competitor trends.
• High sales staff turnover (50%+ annually), leading to inconsistent pipelines and ongoing retraining.
• Increased discounts to drive move-ins, which erode long-term revenue.

Meanwhile, C-suite leaders and owners are under immense pressure to grow NOI—not just occupancy—and do it fast. The result? Stagnant revenue despite stable occupancy rates.

A New Approach: Aligning Strategy with Market Demand

Rather than forcing sales training into a broken system, Bild & Co took a deep dive into the true revenue drivers for senior housing. Here’s what we found:

• Revenue growth starts with the Executive Director. When EDs take full ownership of financial outcomes, the entire community performs better.
• A misaligned product can’t be fixed with sales training. Your physical community, lifestyle, and service model must meet market expectations.
• Pricing must be data-driven. Guesswork doesn’t cut it. Rent and care fees should be backed by research, ensuring strong margins without sacrificing value.
• Positioning is everything. If your community is priced like a discount provider but positioned as boutique, you’re losing credibility—and revenue.

The New Bild & Co Model: Executive Directors Lead Revenue Growth

We’ve learned that sales training alone isn’t enough. If the Executive Director isn’t aligned, engaged, and accountable for revenue outcomes, even the best sales strategies won’t deliver long-term results.

That’s why we start at the top. We empower EDs to act as the CEOs of their communities, equipping them with the data, tools, and leadership skills they need to drive revenue and NOI.

When the Foundation is Strong, Sales Training Becomes a Game-Changer

Once the ED is aligned…

• Rent and care fees are optimized.
• Product and service offerings meet market demands.
• Competitive positioning is clear.

Only then do we train sales teams—ensuring the message, value, and pricing all align for maximum impact. This approach turns sales training from a short-term fix into a revenue multiplier.

Data, AI, and Technology: The Future of Senior Living Sales Strategy

We’re not just trainers—we’re strategists, market analysts, and data experts. Our advanced tools include:

• AI-driven market analysis to uncover pricing gaps and competitive opportunities.
• CRM integration and revenue optimization to streamline sales and retention strategies.
• Comprehensive comp analysis beyond surface-level pricing, identifying trends in care fees, move-in incentives, and amenity gaps.

We don’t just provide reports—we deliver customized revenue roadmaps that drive real financial results.

The Bottom Line: Revenue Growth Requires More Than Occupancy

Occupancy alone won’t carry your business. And training alone won’t fix pricing, product alignment, or leadership gaps. The smartest CEOs, REITs, and PE firms are asking the right questions:
✅ Are our rent and care fees optimized?
✅ Is our product aligned with market demand?
✅ Is our ED leading revenue strategy?
✅ Are we maximizing every opportunity within our communities?

If your answer is “no” or “unsure,” it’s time to rethink your approach.

Let’s Align Your Communities for Maximum Performance

We’re not here to sell a training program. We’re here to unlock your full revenue potential by focusing on: 🔹 Executive Director alignment and leadership 🔹 Data-driven pricing and care fee structures 🔹 Competitive market positioning 🔹 A product that truly meets demand 🔹 Sales training that supports—rather than drives—the strategy

We’ve evolved because the industry demands it. Now it’s time for your business to do the same.

Ready to Elevate Your Revenue Strategy?

Let’s align your communities for sustainable growth. Schedule a confidential strategy call with Traci Bild or email us at revenue@bildandco.com—we’re ready to help you drive measurable NOI gains today.