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19 County Road 168
Oxford, Mississippi 38655
800.201.1483
www.promatura.com
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ProMatura is
A market analysis, consumer research, development planning and consulting firm.
ProMaturas areas of expertise include
ProMatura has more than 25 years experience in studying consumer preferences, developing
market feasibility estimates, and planning and managing development of age-qualified housingcommunities, including active adult communities, 55+ apartments, continuing care retirement
communities, independent living communities, and assisted living communities.
ProMatura uses high-powered, statistically valid research and reliable, usable answers for
planning and development. Our experiences in the industry have taught us what mature
consumers want in retirement living.
A few of our specialties include:-- Large-scale research studies of consumers for national associations
-- Housing research for associations and hundreds of builders and developers from
fortune 100 to local housing builders
-- Preference trade-off studies
-- Human factors studies
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Key Personnel
ProMatura has a staff of more than 80
employees all located in Oxford,
Mississippi, and is under the leadership
of Dr. Margaret Wylde, its Founder and
President. Wylde is nationally
recognized as an expert in all aspects of
senior living, having authored four
books, dozens of technical papers and
articles and is a frequent contributor to
senior living trade and business
publications and scholarly journals.
Margaret A. Wylde, Ph.D., President & CEO
Bernie Smith, Chief Operating Officer
Edie Smith, Senior Vice President, Director of
Research
Bryon Cohron, Senior Market Analyst
Steve Dziduch, Technical Analyst
John Dee Warthman, Manager of Information
Technology
David L. Winters, Information Technology
Hayley Downs, NICMAP TM Supervisor
Katie Griffin, Call Center Supervisor
Laura Herbert, Call Center Supervisor
Connie Hay, Human Resources & Office Manager
Brenda Carothers, Accounting
Dr. Margaret WyldePresident and CEO
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ServicesProMatura Provides
Strategic Planning
ProMatura provides corporate strategic planning to assist our clients in defining theirorganizational mission, vision and future direction, as well as project level market research andplanning.
For more detailed information on ProMaturasservices, please visit our website atwww.ProMatura.com.
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Development Consulting
Select site
Recommend and coordinate funding sources
Select and supervise project team (architect,contractor, civil engineer, interior designer, landscape
architect)
Determine unit mix, size and pricing
Develop staffing requirements
Develop furniture, fixture and equipment budget
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Who UsesProMaturas Services?
Developers and Builders
All forms of age-qualified housing (active adult, seniors
apartments, independent living, assisted living, Alzheimers
care, continuing care retirement communities, and nursing
care)
Master-planned communities
All age housing i.e., resort destination properties, high-end
luxury developments, affordable housing
Fitness and wellness centers (within a housing community
or free-standing)
Service AgenciesBanks
Customer service programs
Planning agencies for regions, cities, and states
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Developers and Builders
All forms of assistive devices (scooters, walkers,wheelchairs, canes, bathing equipment)
Electronic devices (personal emergency response systems,telephones, automatic heart defibrillators, hearing aids,computers and related accessories, etc.)Food productsHousehold furnishings (cabinetry, bathtubs, showers, etc.)Automobiles
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Clients(representative sample)
ACTS Retirement Life Communities
American Association of Retired Persons
American Seniors Housing Association
Assisted Living Federation of America
Beazer HomesBethany Lutheran Village
California Lutheran Homes
Centex Destination Properties
Centex Homes
Christa Development
Christian Health Care Center
Daniel Corporation
Del Webb Corporation
Epcon
Erickson Retirement Communities
Hallmark Senior Housing
KB Home
K. Hovnanian
Kennecott Land Corporation
Legacy Health Services
Life Care Services
Office of Lt. Governor, State of LouisianaLutheran Social Service of Michigan
Lutheran Social Services of Missouri
MacKenzie House
Maryland National Capitol Parks &Planning Commission
National Investment Center for the SeniorsHousing & Care Industry
Paso del Norte Group & City of El PasoPresbyterian Homes, Inc.
Pulte Homes
Rancho Mission Viejo
Senior Resource Group
Sunrise Senior Living
The Elements Group
The Fountains
The Front Porch
United Methodist Senior Services of Mississippi
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Books Authored by Wylde
Right House, Right Place, Right Time: Community and Lifestyle Preferences of the 45+
Housing Market, BuilderBooks, 2008, www.builderbooks.com
Boomers on the Horizon: Housing Preferences of the 35+ Market , BuilderBooks, 2002,www.builderbooks.com
Building for a Lifetime: The Design and Construction of Fully Accessible Homes, BuilderBooks, 1994, www.builderbooks.com
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National Studies
ProMatura conducts large scale national and regional research for associations and corporate clients.Publications from some of our work is listed below.
American Seniors Housing Association (ASHA) www.seniorhousing.org
Parent/Child Decision-Making: Moving to Seniors Housing, 2006
The Benefits Of Independent Living Communities: A Comparative Analysis of
Residents and Non-Residents , 2003
Seniors Housing Statistical Handbook, Edition III , 2002
The Independent Living Report, 2001
Assisted Living Federation of America (ALFA) www.alfa.org
A Guide to Research Information for the Long-Term Care Industries: Assisted LivingCommunities and Nursing Homes, 1999
The 1999 ALFA National Assisted Living Resident Sa tisfaction Survey, 1999
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Work completed by the ProMatura Group sponsored by the National InvestmentCenter for the Seniors Housing & Care Industry ( NIC) Available from www.nic.org
Ongoing Quarterly Census of Seniors Housing in the 100 Largest MSAs in U.S.
National Housing Survey of Adults 60+ (1997, 1998, 2001, 2007)
Understanding Seniors Housing Demand, Choices, and Behavior: Insights from the AHEAD and HRS Studies (2003)
NIC Resource Guide: A Sourcebook for Evaluating,Underwriting and Financing Seniors Housing & Care Properties (2001)
National Study of Adult Caregivers 45 to 64 Years of Age (2000)
Income Confirmation Study of Assisted Living Residents and the Age 75+ Population (2000)
NIC National Supply Estimate of Seniors Housing & CareProperties (2000)
National Survey of Assisted Living Residents: Who is the
Customer? (1999)
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National Studies
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Highlightsof
Services
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Consumer ResearchStudy
Rancho Mission Viejo began as a 230,000 acre cattleranch in Southern California over 100 years ago. Overthe years parts of the Ranch became Camp Pendleton,Coto de Caza, Mission Viejo, Rancho Santa Margarita,Las Flores, and Ladera Ranch. The last 23,000 acresremain in the ONeill/Moisos family who will continueto ranch and grow citrus. They will preserve 17,000acres in open space and will develop The Ranch.
ProMatura has worked with Rancho Mission Viejo todefine the prospective consumers (for both all-ageand age-qualified communities) and assisted inplanning housing amenities and services consumerswant. ProMatura completed 15 four-hour focusgroups, an Internet survey, a mail survey, andconducted two ideation sessions to help define thecommunity.
Based on our research, we learned that by raising theprice of their homes by 16% of the expected askingprice, The Ranch would only lose 3% of their targetmarket.
59%
50%41%
0%
10%
20%
30%
40%
50%
60%
Market Share by Size of Floor Plan
Small Medium Large
85% 86% 82%
10%
30%
50%
70%
90%
Base Price Base Price +
6%
Base Price +
16%
Impact on Market Share by VaryingPrice of Home
Z One keyconcept tested for
the community wasthe Neighborhood
Electric Vehicle(NEV)
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CCRC FeasibilityReport
Southern Square is a community being planned for Athens, Georgia. ProMatura Group wascommissioned by Development Partners to determine the feasibility of and the optimum unit mix of independent living residences for a continuing care retirement community in the area. In order todetermine whether the market could support Southern Square, ProMatura:
Defined the market area for the proposed community;
Examined existing, planned, and potential competition to determine their impact andcompetitive threat to the proposed development;
Estimated the absorption/sales rate;
Defined the proposed development and analyzed the proposed site;
Visited the competition personally to see their impact on the proposed community; and
Assessed demographic and economic conditions of the area, including migration data, medianhousehold income, and median home values.
In conclusion, ProMatura determined that Athens had a moderate demand for Southern Square andthat their prices and amenities were competitive with the existing communities in the area.
6%10%
20%
34%
19%
8%
1%0%
10%
20%
30%
40%
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Conjoint Analysis
Conjoint analysis is a research method that best simulates the purchase decisions (trade-offs)consumers make when purchasing a complex, high-priced product, such as a residence in a retirementcommunity. Conjoint analysis surveys ask the consumer to consider a full complement of criticalvariables simultaneously when determining which residence they would be most likely to purchase andthus more closely simulate a real-life purchase decision.
Conjoint analysis allows the researcher to determine which features in combination with each otherhave the greatest appeal to customers in making a decision. Conjoint analysis has high statistical
validity and power because the questions ask respondents to consider important aspects of theproduct with the price, as in the sample below.
Percent Each Variable ImpactsSelection
Parking18%
CommunityEntrance
13%
Meals16%
Service Package6%
Type A or TypeB Entrance Fee
1%
Interior Finish forNew Units
14%
Apartment Size20%
New/ExistingUnit
12%
Market Share by Type of Apartment andEntrance Fee Plan
NewApartment,
Type B43%
NewApartment,
Type A32%
ExistingApartment,
Type B10%
ExistingApartment,
Type A15%
76%65% 67%
0%
20%
40%
60%
80%
100%
Standard Upgra de 1 ($6/sf) Upgrade 2($10/sf)
Interior Finish for New Units
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Image and AwarenessStudies
An Image and Awareness survey is completedamong qualified households within the marketarea to assess the effectiveness of yourmarketing efforts and to learn what theprospective market knows about and thinksabout your community or product.
The survey is conducted via a 5 to 10 minute
telephone survey. The typical goals andobjectives of this type of study are to learn theproportion of the target market who knowsabout your property, their opinion of you andtheir knowledge and opinion of your topcompetitors. These studies gather informationfrom the target market, update lead lists andprovide an opportunity to tell the prospect aboutyour community.
ProMatura Group Call Center ResearchAssociates are friendly, professional andarticulate. Our Research Associates know theconsumer and are provided backgroundinformation about your community or product.
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Contact Us
19 Country Road 168Oxford, MS 38655
662.234.0158800.201.1483
Fax 662.234.0288
If you would like additional information about the services that we provide, we would recommend thatyou request a complimentary copy of the
ProMatura Primer. It describes in detail some of our services and their benefits.
For sample copies of selected reports,please contact Heather Houghton at
[email protected] or at 800.201.1483.
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