What Certified Senior Housing Professionals Should Know About the Brookdale and Emeritus Merger

Posted by: Nikki Buckelew

The recent news that Brookdale SeniorLiving and Emeritus Corporation are merging is a pretty big deal and important for you to be aware of.

If you are a
Certified Senior Housing Professional or interested in building your seniors niche, it's very likely that you already are (or will be) working with these communities in the future.


At the very least, as an expert in seniors real estate and housing, you will want to make note about things affecting the industry. 

If you currently have a relationship with and/or are working with folks from a Brookdale or Emeritus community, put in a call, email, or personal note to them, to let them know that you're aware of the merger. It's a good reason to touch base.

These representatives probably haven't much time to consider the benefits to them or their community, so the key is to just let them know that you are there to help and support them.

Along that same vein, a merger like this is likely to result in upward mobility for some and not for others. There will likely be new communities opening and some communities going through changes. New jobs will come to the forefront and current staff members may choose to move on. 

Since there will be change, make sure that you are developing and strengthening relationships with more than one person at these communities. Sales managers, community relations directors, and executive directors are among those you should know at each community.

If you've already developed future plans for events at these communities, be aware that the merger may affect those events.  By the same token, don't be afraid to pitch new ideas. Those same changes in people, systems, and policies may mean an increased emphasis on opportunities you should be involved with.

Keeping abreast of local news about these types of things is easily done by establishing a Google Keyword Alerts account. Set up a daily search for articles with key words (insert your own community and state), plus Brookdale, Emeritus, (insert the names of your local, senior communities).

If you blog (and you should be) be sure to write a post about this merger if Brookdale or Emeritus have locations near you.  This is information and news that senior and boomer consumers and their family caregivers need to know about and that you want to share. It will continue to strengthen your position as a senior housing and real estate professional in your market.

Here's one article on the Brookdale/Emeritus merger - click to  view

Or get your info directly from Brookdale -- click to view

The deal is expected to close in the third quarter of 2014.


Nikki Buckelew is the Founder and CEO of the Seniors Real Estate Institute and administrator for the Certified Senior Housing Professional® (CSHP) designation. A veteran REALTOR® of over two decades, she holds a bachelor’s degree in gerontology and a master’s degree in counseling psychology. As a professional speaker, coach, and trainer, Nikki is committed to empowering, equipping, and educating real estate sales and senior housing professionals seeking to better serve the mature market segment. 

Post has no comments.
Post a Comment

Captcha Image

Latest Post