Seniors Housing Business

ASHA 2016

Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.

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AS H A 20 2016 ASHA 50 2016 Q&A with Michael Grust we are working to cultivate future industry leaders. Most recently, ASHA is hav- ing an impact on the market with its "Where You Live Matters" campaign. It's a really important element that our organization brings to the due diligence process that consumers undertake when consid- ering a move. It's a daunting task for them to decide where to live. There are a lot of choices out there. The "Where You Live Matters" website (whereyoulivematters.org) is meant to educate the market. The platform allows the consumer to investigate and understand what senior living is all about and how we can impact their lives in a posi- tive way. Q: How has your business strat- egy changed over the years? Grust: In the beginning, we relied heavily on combining inde- pendent living and hospitality mod- els. The industry has evolved as the market has matured and the needs of residents have grown. We are focused on providing a broader range of offerings. We've had to become very competent on the assisted living side of the busi- ness. About 40 percent of our portfo- lio now includes assisted living and memory care. We emphasize the continuum of care at our properties. During the recession people were reluctant to sell their homes, so we filled up with more need-driven folks who required assisted living care. SRG's strategy is determined by what the market tells us. We sim- ply don't believe that if you build it they will come. Q: Does your strategy include new markets? Grust: We are expanding in Florida and Texas in extraordinary infill locations. Seniors want to be connected to the action. They don't want to be put out in the sylvan fields or on the periphery of cities. They want to be able to go to the stores and churches they know. Their influencers — their children — want to visit and be able to take them out to dinner. Connectivity is very powerful, and we try to find locations with 800.837.5100 redcapitalgroup.com *Services provided by RED Capital Markets, LLC (Member FINRA/SIPC) and its registered representatives. DUS ® is a registered trademark of Fannie Mae. THE FACE OF LENDING MEET 2016 NIC ANNUAL CONFERENCE S e p t e m b e r 1 4 - 1 6 • W a s h i n g t o n D C NATION'S #1 FHA MULTIFAMILY & SENIORS HOUSING LENDER by Loans Closed in HUD FY15 BOND FINANCING* BRIDGE LENDING FANNIE MAE DUS ® FHA LEAN

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