A Place for Mom®

Connecting Families, Caregivers, and Communities

APFM Confidential | PAGE 2

Families In Need

World Class Digital Marketing

(SEO / SEM)

5 Branded Websites

Affiliate Network with 50+ sites

National TV & Radio Advertising

Celebrity Spokesperson - Joan

Lunden

Dedicated Call Center

Well trained, fully staffed

Manage initial inquiries

• In-bound calls and emails

• Outreach to web inquiries

Pre-screen and confirm

Senior Living need

Local Advisors

300+ Local Advisors, Across

All Major Metros

Live and work in your community

Partner with families early

in the process

Work with partner communities:

• Regular visits

• Refer well qualified families

• Share family insights

• Coordinated family follow-up

Your Community

Introduced to new families

Receives well qualified referrals,

ready to move forward

Advisors provide valuable

insights to family concerns and

dynamics

Receives data and reports that

help increase move-in

conversion

We help families find the right senior living for aging loved ones. Our customers benefit because

families receive any needed up-front support, and partners can focus on families “ready to move

forward.”

What We Do

We Contribute To Your Success

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We Contribute To Your Success

We Grow Incremental Revenue and Occupancy to Build Profitability for your Organization.

Introduce New Families and Expand Your Marketing Reach

World class marketing

Websites

(multiple brands)

Network Scale

• National senior living community network connects to local advisors

Extend Your Sales Team, Allowing Them to Focus on

Move-in Opportunities

Call center screening

Local Advisors help families

early in process

Quality referrals passed to

partner communities

Facilitate partner community tours

Offer Insights To Optimize Your Business

Referral alerts detail family needs

Partner Central

• 24/7 (community & portfolio reporting)

Data & tools

Secret Shop

Create Satisfied Customers

Ratings, reviews & endorsements

Corporate partners

GUARANTEED ROI

(You Pay Only

If A Family Decides

To Move)

We Contribute to Your Success

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World Class Marketing

• More than one million unique visits to our branded websites every month

• National Market Coverage

• National media buys on TV and radio

• SEO / SEM Marketing Expertise

• Content Creation Teams

Joan Lunden, APFM spokesperson

and category advocate

APFM Generates Over 100,000 Inquiries Per Month

Our Marketing Efforts Provide

The Greatest Reach In The Industry

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Multi-channel Marketing

to Drive Interest

APFM Websites

(initial screening)

Dedicated Call Center

(secondary screening)

Local Senior Advisor

(final screening)

Partners Receive

Industry Leading Tools,

Data & Family Insights

APFM continues to help

the family move through

the entire sales process

• Consumer facing broadcast and on-line advertising

• In-community professional networks

• Families do initial research

on-line through APFM

websites and then fill-out a

form or call-in to connect.

• Connects with family.

• Verifies interest level.

• Transfers to local senior advisor.

• Focuses on qualified families.

• Spends time with family understand needs.

• Refers to the right partner community

• Provides insights and data on family.

• Real time referral alerts.

• Track conversion rates

• Identify lost move-ins

• Determine relative price position.

• Annualized secret shopper reporting.

• Follow-up calls

• Family newsletters, educational articles

• Personalized MySearch family webpage

• Senior Advisor ratings and reviews

Your Team Focused on

Community Tours and Working

with the Family

1 2 3 4

5 6 The Result

Our Process Creates

Efficiency for Your Sales Team

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Initial Consultation

Our Senior Living Advisors receive contact information of

families looking for senior housing for an aging loved one in

the advisor’s area. The contact information comes to us in

many ways, but predominantly from the internet. Once the

advisor has reached the family, he or she begins the initial

consultation.

Our advisors ask detailed questions about health, activities of

daily living, mobility, memory loss, finances, and desired

geographical locations and amenities.

We understand that every family is unique. By taking the time

to thoroughly review the families situation, we are able to help

match the family to communities that can meet their needs.

7

Our Local Advisors Consult With Families

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Example

APFM

Referral

Alerts

Referral Alert Family Tour

Provide Referrals To Our Partner Communities

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MySearch

Personalized

Web Page

Dedicated, personalized web

page for families:

• Referred communities

• Tour request tool

• Links to information

• Community contacts

• Map

We Provide Tools That Help Families and your

Communities Connect, Coordinate and Communicate

APFM Confidential | PAGE 10

Example

APFM

Referral

Alerts

Tools To Help You Manage Our Partnership

We Drive Satisfaction & Results

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Partner Satisfaction “We just completed our best quarter of

A Place for Mom move-ins in the history

of our partnership. Not coincidentally,

it also turned out to be the best quarter

of move-ins in the history of our

company. Thank you, APFM!”

CEO, Top 10 Partner

“Your Lost Move-ins Detail report and

Secret Shop results give us data that we

absolutely cannot get anywhere else,

for any amount of money. This is a huge

value that you bring to me and my sales

teams around the country.”

SVP-Sales, Top 10 Partner

“You’re not the only referral company we

work with that has advisors, but you’re

generating the best numbers of tours and

move-ins for us by far. Whatever you’re

doing to qualify the leads you send, it’s

working better than what anybody else is

doing. Keep it up!”

VP-Sales, Top 10 Partner

97% satisfaction rate for families that move in through A Place for Mom.

5 star

4 star

3 star

2 star

1 star

1,592 reviews in the past 12 months

Couldn’t have found a better place for Mom, she’s very well

taken care of, well fed and very happy. Thank you so much.

August 6, 2014

I must say it was very helpful and the Advisor I have been

working with is excellent. Very helpful and listens to our

problems and tries to help. I can not say enough for her!!!

November 28, 2014

Feefo Rating: A Place for Mom

4.8

We Have a Proven Track

Record of Performance

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Our online presence is growing and we are hiring to keep up

Online Growth:

In our first month we had over 10,000

Canadian visitors to our site. Recently

monthly visits have increased to 30,000.

Advisor Growth:

Our sixteen advisors have leads to

spare, so we are actively recruiting for

our next class.

The Industry is Growing Quickly in Canada

and We’d Like to Grow With You

0

10

20

30

40

50

60

70

80

90

100

Since our launch, we’ve referred over 4,000

families to Canadian Partners resulting in over 800

moves with 2,500 families still reviewing options.

APFM Confidential | PAGE 14

APFM

Independent

Living Leads

APFM Assisted

Living Leads

APFM Memory

Care Leads

25-35% 35-45%

45-55%

14

Overall Move-in Percentages of APFM Leads

Our High Quality Leads Provide High Conversion

Rates and Reduce Partner Labour

Canadian Highlights: Overall Canadian conversion rates are

currently between 15 – 20% and expected to hit US levels as

our move curve extends to families still working with us.

APFM Confidential | PAGE 15

Our partner

communities only pay

us when a family

moves-in.

Our average cost

is 85% of one month’s

rent.

Our process provides

more 20x the ROI

for most community

moves.

Positive ROI Example – On Average 20X Resource Savings

Extend your sales team through

our dedicated advisor team

network.

• Work with families early in the process.

• Assess their needs.

• Provide education and emotional support.

• Introduce qualified families to your

communities.

Marketing size and scale

provides more efficiency vs.

self-directed programming.

• Spend multi-millions on national TV,

radio and SEM programming.

• Dedicated marketing experts managing

key channels: Brand, PR, SEO, SEM,

affiliate programming and direct marketing.

LENGTH OF STAY

(in months)

1 22

$93,500 CAD PARTNER REVENUE

STREAM

APFM FEE: $3,600 CAD Based on 20 month stay at$4,250* CAD rent and care per month

* Average rent of APFM moves so far

Drive Performance for Your

Community Network

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Canada Has Long Been a Top Priority but Required Extensive Planning

Comply with regulatory requirements

Translate care types

Understand consumer differences and geography

Build a well-resourced, dedicated team:

regional managers and local advisors

Leverage our history, learnings, operating

model and scale to create a successful model

for ourselves and our partners in Canada.

16

Why Now?

Support Tools

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Partner Central

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Community Web Pages

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Thank you.