Looking to sell?
Great, we are looking to buy. 2Ten is looking for good communities that we can help make truly great. We are looking for independent living, assisted living, memory care, or any combination of the three. We have a great capital partner that is fair, easy to work with, acts quickly, and is capable of closing even quicker. If you have a community you’re actively looking to sell or even just exploring options, give us a call.
Where do we want to be?
Well, primarily West Coast. But we like good communities in any market.
This isn’t a one size, fits all type of proposition. But, here are a few things we like:
• 125 to 150 apartments is pretty sweet, but we are open to all shapes and sizes.
• Typically, older than 10 years and younger than 25.
It’s okay if they’re well loved, we will make them shine like new.
• If they’re close to shopping, hospitals, entertainment, and/or restaurants, that’s a bonus.
• We like the top 31 NIC MAP markets quite a bit, but are open to other strong markets, too.
How about Demos?
We believe every good market has a story, but here are some
of the demos that can make those stories a little more intriguing:
• Total population greater than 150,000
• Strong Median HHI and Housing Values
• Solid family member populations
Like we said earlier, whether you are looking to sell today or just planning for the future,
give us a call. We would love to chat about your business and see if there is anything we
can do to help today, tomorrow, or in a few years.
Where the Rubber Meets the Road.
This is it. You have a great location. The proforma was dialed in, the marketing plan was solid, the sales team is knocking it out of the park, your employees are well trained and engaged, and residents are moving in. Are you ready to exceed expectations? A strong operational plan will ensure you are delivering the expected results to your investors, employees, and residents while meeting lender obligations and complying with regulations.
Dirt, Parking Lots, and Ugly Buildings.
Independent living, assisted living, or
memory care? What’s the right size for the apartments? What amenity spaces and services will residents demand? When it comes to senior housing, not all sites are created equal. We will help you look at your local market and understand the demographics and psychographics. From there we will analyze the supply and demand characteristics, shop your competition, and work with you to refine your project to
ensure it is positioned well for success.
It's Emotional. It's Fun. It's Unique.
Selling senior housing is rewarding and fun. It is also emotional, and intense. The sales cycle in senior housing can be less than a day or take more than two years. It’s an emotional process and involves many parties. Senior housing sales advisors need to be great listeners, empathetic, and persistent. It’s their job to build trust and work with prospects and their families to find the ideal living situation. With more than 35 years of experience in senior housing sales, we can ensure your team is armed with the knowledge and skill to be successful.
Marketing & Branding
We Help People Find You and Like You.
At the end of the day, the goal of marketing is pretty simple. Find your audience, understand their wants and needs, tell your story, and be a resource. If you can do those things, prospects will find you and you’ll be well on your way to a successful project. We have helped close to 100 communities with brand development, creative services, media plans, content development, social media, community outreach, PR, and event planning. We have won numerous awards for our work, but we feel the best measure of a successful marketing plan is a full building with happy residents and families.
Our Boots On Your Ground.
Whether they are our actual boots or virtual boots (it will be both), we are going to make sure your market has been thoroughly treaded on, so to speak. Every market has a story to tell. With a visit to your site and a bit of internet surfing, we can help bring your project’s story to life. What makes your site great? Where is the nearest shopping, medical facilities, restaurants, and entertainment options? Who lives around the site? What are they like? We will visit the competition, talk to local seniors and adult children, check out the quality of the local shopping options, and even pay attention to the kinds of cars people are driving. Every little bit of detail can help tell your project’s story.
Who is 2Ten Consulting?
2Ten Consulting is a new name in senior housing, but it boasts a pedigree that, some would say, is pretty impressive.
It was founded in May of 2015 by Tana Gall and Jason Childers. Two prominent figures in senior living, with more than 35 years of combined experience and former C-suite roles in some of the nation’s top senior living companies.
Tana Gall ascended the ranks of Leisure Care Retirement Communities to become President, a position she also filled at Merrill Gardens Senior Living from June 2013 to February 2015.
As a Senior Vice President, Jason Childers worked with Tana at both Leisure Care and Merrill Gardens. Both companies are based in Seattle, with communities in multiple states offering independent and assisted living, among other senior living options.
Prior to co-founding 2Ten Consulting in May 2015, Tana Gall spent over 20 years working in leadership roles at two top senior living companies based in Seattle, Washington—Leisure Care Retirement Communities and Merrill Gardens Senior Living. Her growth with these leading companies gave her a well-rounded, big picture view of the industry, and prepared her well for consulting on many facets of the senior living business.
Tana joined Leisure Care in August of 1994 as the Public Relations Manager after time as a marketing communications agency professional, formalizing a program for garnering PR for Leisure Care and its communities. From there her growth was swift. She was promoted to Staff Training and Development Director, ensuring orientation and staff training programs were consistent among communities. Later she led sales and marketing, including market feasibility and community openings. She was promoted to Senior Vice President in the early 2000s. At that point she was responsible for overseeing development and construction, sales and marketing, and resident services (food and beverage, assisted living and guest services). In 2003, she became Partner and in 2010, she was promoted to President.
As President of Merrill Gardens from 2013 - 2015 Tana led the restructure and rebuilding of one of the industry’s most successful and respected retirement housing companies. While managing a great deal of change, her team was also able to add eight new communities to the portfolio through development and third-party management agreements in less than 18 months. As President, she also directly oversaw the operations of communities and was responsible for leading the company’s new business development efforts.
Tana has also worked very closely with the Assisted Living Federation of America (ALFA), the largest national association exclusively dedicated to professionally-managed, resident-centered senior living communities. She has served as a board member and on a variety of committees. She is currently involved in the ALFA Executive Director Leadership Institute (EDLI).
Tana’s strong work ethic translates over to her personal life as well. She believes in giving
back to the community in which she lives. She currently serves on the board of Treehouse, working for children in foster care in Washington State, and she regularly volunteers with many organizations. When she is not working or volunteering, she can be found enjoying her family life in the Pacific NW and cheering on her favorite sports teams. Go Huskies!
Jason Childers didn’t plan on having expertise in the senior living industry. His hopes coming
out of UC San Diego in 1999 with a degree in Economics and a minor in Psychology lay
in the advertising world.
However, in 2002 after several years working on major accounts in strategic planning for Doner Advertising and Foote, Cone and Belding Southern California (now Draft FCB), he landed a position at Leisure Care Retirement Communities on the market research team. There, over the course of 11 years, he not only had an opportunity to study the industry, and the demographic shifts and key players that would shape the future of the senior housing industry, but he also met Tana Gall, forming the synergistic partnership that has made 2Ten possible today.
At Leisure Care Jason was quickly promoted to Brand Integration Manager. He led market research efforts including the analysis and selection of potential new sites. Additionally, he developed the Five-Star Fun branding campaign that is still in use at Leisure Care today and made sure the brand was being delivered at all consumer and employee touch points. Soon he was promoted to Marketing Director and worked closely with the sales team and as a key member on new business development, ensuring that all new developments had a strategic sales and marketing plan that would meet proforma expectation. Later Jason was promoted to VP of Marketing, and then to Senior VP of Leisure Care, working together with Tana on new business initiatives, site feasibility and positioning, sales and marketing, guest services, and information technology. As a team, they controlled the day-to-day operations of the company.
In November 2011, he was made Partner. In this role he found efficiencies with teams and processes, while maintaining effectiveness. He worked with partners to source development and acquisition opportunities, including identifying underserved markets, repositioning acquisitions, and troubleshooting underperforming properties.
Jason joined Merrill Gardens in 2013 as Senior Vice President to help lead the growth, restructure and rebranding of the 20-year old senior housing company. He oversaw sales and marketing, building and facilities maintenance, information technology, and operations. He helped lead the transformation of the company’s operating platform by introducing new processes, implementing three new software programs, managing the rebranding of the company, and creating a structure that is leaner and more efficient. During this time of great change at Merrill Gardens, along with Tana as President, he helped open three new developments and added five new management contracts to Merrill’s portfolio while maintaining industry-leading occupancies in a stabilized portfolio.
Jason was selected to the inaugural class of the NIC’s Future Leader Council. NIC is the senior housing industry’s main trade organization focused on advancing the quality and availability of seniors housing and care options for America’s seniors through research, education, and increased transparency that facilitate informed investment decisions, quality outcomes, and leadership development in seniors housing and care. He has also served as a speaker and moderator at NIC events.
When Jason is not busy scouting sites, repositioning acquisitions, and creating efficiencies and key branding strategies, he can be found enjoying the great Pacific NW with his wife and two daughters. He also sits on the board of Art with Heart, a non-profit organization that helps children overcome trauma through creative expression.
September 16, 2015 • Senior Housing News • Developers Take Stealth Route Into Senior Living
August 17, 2015 • A Place for Mom • What’s Next for Senior Living? 3 Innovative Concepts
August 6, 2015 • Senior Housing News • Untested Developers Shake Up Senior Housing
June 29, 2015 • Senior Housing News • Former Merrill Gardens Execs Launch New Senior Housing Startup
June 17, 2015 • Senior Housing Business • Industry Veterans Gall, Childers Launch Seniors Housing Consulting Firm
June 14, 2015 • Senior Housing Forum • A Terrible Way to Tell the World about a New Venture
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