19 County Road 168

Oxford, Mississippi 38655

800.201.1483
[email protected]
www.promatura.com
ProMatura is…

A market analysis, consumer research, development planning and consulting firm.

ProMatura’s 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 housing
communities, 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
Key Personnel

ProMatura has a staff of more than 80

•Margaret A. Wylde, Ph.D., President & CEO
employees all located in Oxford,
•Bernie Smith, Chief Operating Officer
Mississippi, and is under the leadership
•Edie Smith, Senior Vice President, Director of of Dr. Margaret Wylde, its Founder and
Research President. Wylde is nationally
•Bryon Cohron, Senior Market Analyst recognized as an expert in all aspects of
senior living, having authored four
•Steve Dziduch, Technical Analyst
books, dozens of technical papers and
•John Dee Warthman, Manager of Information
articles and is a frequent contributor to
Technology senior living trade and business
•David L. Winters, Information Technology publications and scholarly journals.
•Hayley Downs, NICMAPTM Supervisor
•Katie Griffin, Call Center Supervisor
•Laura Herbert, Call Center Supervisor
•Connie Hay, Human Resources & Office Manager
•Brenda Carothers, Accounting

Dr. Margaret Wylde

President and CEO

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Services ProMatura
Provides

ProMatura conducts market analysis and consumer research, while also providing development
consulting and strategic planning for our clients. We translate the results of the research and
consulting into practical terms to enable our clients to make concrete business decisions.

Consumer Research

Surveys (via telephone, direct mail, Internet, face-to-face)

Conjoint analysis/ProMatura ProFiles (high-powered statistical method to determine precisely
what consumers want and how much they will pay)
Consumer research seminars (large group presentations and survey research data collection
Focus groups
Satisfaction surveys, analysis and application assistance

Market Analysis

Snapshot of market opportunity (quick preliminary feasibility study)

Market identification (find markets using automated demographic and mapping technology to
identify the areas with the greatest demand and opportunity and fit your objectives)
Full market feasibility studies (assess market conditions, estimate demand to determine how
many people in the defined market are likely to move to the subject property and assess threat
of existing and proposed competition)
Financial feasibility studies (determine if the project makes business sense)
Audits of market opportunity, marketing and sales

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Services
ProMatura Provides

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

Strategic Planning

ProMatura provides corporate strategic planning to assist our clients in defining their
organizational mission, vision and future direction, as well as project level market research and
planning.

For more detailed information on ProMatura’s

services, please visit our website at
www.ProMatura.com.

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Who Uses
ProMatura’s Services?

Developers and Builders

All forms of age-qualified housing (active adult, seniors
apartments, independent living, assisted living, Alzheimer’s
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)

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 products
Household furnishings (cabinetry, bathtubs, showers, etc.)
Automobiles

Service Agencies
Banks
Customer service programs

Planning agencies for regions, cities, and states

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Clients
(representative sample)

ACTS Retirement Life Communities K. Hovnanian

American Association of Retired Persons Kennecott Land Corporation
American Seniors Housing Association Legacy Health Services
Assisted Living Federation of America Life Care Services
Beazer Homes Office of Lt. Governor, State of Louisiana
Bethany Lutheran Village Lutheran Social Service of Michigan
California Lutheran Homes Lutheran Social Services of Missouri
Centex Destination Properties MacKenzie House
Centex Homes Maryland National Capitol Parks &
Christa Development Planning Commission
Christian Health Care Center National Investment Center for the Seniors
Daniel Corporation Housing & Care Industry

Del Webb Corporation Paso del Norte Group & City of El Paso

Epcon Presbyterian Homes, Inc.

Erickson Retirement Communities Pulte Homes

Hallmark Senior Housing Rancho Mission Viejo

KB Home Senior Resource Group

Sunrise Senior Living
The Elements Group
The Fountains
The Front Porch
United Methodist Senior Services of
Mississippi

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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

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

Assisted Living Federation of America (ALFA) www.alfa.org

A Guide to Research Information for the Long-Term Care Industries: Assisted Living
Communities and Nursing Homes, 1999

The 1999 ALFA National Assisted Living Resident Satisfaction Survey, 1999

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National Studies

Work completed by the ProMatura Group sponsored by the National Investment

Center 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 & Care

Properties (2000)

National Survey of Assisted Living Residents: Who is the

Customer? (1999)

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Highlights
of
Services
Consumer Research
Study
Rancho Mission Viejo began as a 230,000 acre cattle Z One key
ranch in Southern California over 100 years ago. Over concept tested for
the community was
the years parts of the Ranch became Camp Pendleton, the Neighborhood
Coto de Caza, Mission Viejo, Rancho Santa Margarita, Electric Vehicle
(NEV)
Las Flores, and Ladera Ranch. The last 23,000 acres
remain in the O’Neill/Moisos family who will continue Impact on Market Share by Varying
to ranch and grow citrus. They will preserve 17,000 Price of Home
acres in open space and will develop “The Ranch.”
90%
70%
ProMatura has worked with Rancho Mission Viejo to 50% 85% 86% 82%
define the prospective consumers (for both all-age
30%
and age-qualified communities) and assisted in
10%
planning housing amenities and services consumers Base Price Base Price + Base Price +
want. ProMatura completed 15 four-hour focus 6% 16%
groups, an Internet survey, a mail survey, and
conducted two ideation sessions to help define the
community.

Based on our research, we learned that by raising the

price of their homes by 16% of the expected asking
price, The Ranch would only lose 3% of their target
market.

Market Share by Size of Floor Plan

59%
60%
50%
50%
41%
40%
30%
20%
10%
0%
Small Medium Large

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CCRC Feasibility
Report

Southern Square is a community being planned for Athens, Georgia. ProMatura Group was
commissioned 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 to
determine 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 and
competitive 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, median
household income, and median home values.
In conclusion, ProMatura determined that Athens had a moderate demand for Southern Square and
that their prices and amenities were competitive with the existing communities in the area.
Exhibit IL23. Independent Living Units by Type in 30 Largest MSAs NICMAP™
Percentage of Independent Living
Type Number of Units Percent Residents by Age

Freestanding (no additional care) 74,621 30.8% 40%

34%

30%
Properties with Independent Living and Additional Levels of Care
20% 19%
20%
CCRC (Entrance Fee) 66,830 27.6%
10%
10% 6% 8%
CCRC (Rental) 46,988 19.4% 1%
0%
<70 70 to 74 75 to 79 80 to 84 85 to 89 90 to 94 95+
Combination (Independent and Assisted) 54,101 22.3%

Total Independent Living Units 242,540 100%

Proportion of CCRC/ Combination to Freestanding IL Units 69.2%

ProMatura also offers Snapshot Market

Assessments, which provide a quick look at the
market area to determine if demand exceeds
current and projected supply.

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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 retirement
community. Conjoint analysis surveys ask the consumer to consider a full complement of critical
variables simultaneously when determining which residence they would be most likely to purchase and
thus more closely simulate a real-life purchase decision.

Conjoint analysis allows the researcher to determine which features in combination with each other
have 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 the
product with the price, as in the sample below.

100%
76% Percent Each Variable Impacts
80% 65% 67% Selection
60%
Community
40% Entrance
13% Apartment Size
20% 20%

0%
Standard Upgrade 1 ($6/sf) Upgrade 2
($10/sf)
Market Share by Type of Apartment and
Parking
Entrance Fee Plan 18%
Interior Finish for New Units
Existing New/Existing
Unit
Apartment, 12%
Type A Existing
15% Apartment,
New
Type B
Apartment,
10% Interior Finish for
Type B
New Units
43% 14%
Meals
16%
Type A or Type
Service Package B Entrance Fee
6% 1%
New
Apartment,
Type A
32%

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Image and Awareness
Studies

An Image and Awareness survey is completed

among qualified households within the market
area to assess the effectiveness of your
marketing efforts and to learn what the
prospective market knows about and thinks
about your community or product.

The survey is conducted via a 5 to 10 minute

telephone survey. The typical goals and
objectives of this type of study are to learn the
proportion of the target market who knows
about your property, their opinion of you and
their knowledge and opinion of your top
competitors. These studies gather information
from the target market, update lead lists and
provide an opportunity to tell the prospect about
your community.

ProMatura Group Call Center Research

Associates are friendly, professional and
articulate. Our Research Associates know the
consumer and are provided background
information about your community or product.

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Research Seminars

ProMatura is unique in that it conducts research seminars with large pre-qualified groups of around
100 participants. To recruit qualified attendees, ProMatura conducts 1,000 telephone surveys with
people in the market area.
At these seminars, information about a proposed community is shared with the participants.
Participants ask questions and gain clarification about the information presented and complete
formal survey instruments. The seminar enables a client to interact with prospective consumers and
to test prospective location, pricing, floor plans, payment options and programming for its
development. These larger samples provide a greater degree of reliability to the information
gathered.
ProMatura uses an audience response system to collect data from the
attendees. Respondents are given multiple choice questions and use the keypad
to submit their answers. The audience response system records their
answer. When polling is complete, the results are displayed on a chart.
The audience response results are used to guide discussions with
participants.

Demand Estimate for a CCRC in Jefferson City

Conservative Aggressive
* **
Estimated market potential from telephone survey of 1,000 qualified households 4,039 4,039
Proportion who attended seminar and expressed an interest in the proposed 9% 21%
community (movers) in 3 years
Proportion willing to purchase (from conjoint analysis) 59% 59%
3-year demand (a x b x c) 214 500
Annual demand from sample area (D/3) 71 167
Total annual demand including demand from outside sample area (E/80%) 89 209
*Includes those who will “definitely consider” or “Probably consider moving to the proposed community within 3 years.
** Includes those who will “definitely consider,” or “probably consider” or are unsure about moving to the proposed
community within 3 years.

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Contact Us

19 Country Road 168

Oxford, MS 38655

662.234.0158
800.201.1483
Fax 662.234.0288

www.promatura.com
[email protected]

If you would like additional information about the services that we provide, we would recommend that
you 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.