Selling the Opus Approach to the Forgotten Middle Market

Over 50% of seniors fall within the "forgotten middle" of senior living options—earning too much for affordable housing yet struggling with affordability. Recognizing this untapped market as both an opportunity and a moral duty, 2Life developed Opus Newton, a pioneering community model that addresses this gap.

Opus Newton's success story began with reshaping traditional messaging to align with the values and expectations of the middle market. Transitioning from low-income housing, Opus embarked on an extensive marketing campaign to introduce their unique senior living offering. Advanced technology played a crucial role, fostering credibility and trust through a seamless sales experience.
As the organization began presales deposits, they needed effective, tech-enabled tools to drive their sales experience while building credibility and trust with prospects who often thought a senior living option was out of reach. It was critical to signal to their depositors that they were a high-level organization that prioritized doing things the right way. To succeed, Opus needed to present a professional, high-value concept to their depositors - and they used technology to do it.

By creating a true partnership, Opus Newton and their solutions partners were able to reach the middle market, educate them on the benefits of living in community, and deliver monumental results. This winning process met sales goals an entire year in advance of their estimated timeline with a cost-savings of approximately 1 Million dollars.

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