Transforming Prospect Management and Waitlist Operations with Salesforce
RiverWoods Group is a not-for-profit family of Lifecare Retirement Communities in New Hampshire, dedicated to creating community and promoting healthy aging. With a mission rooted in dignity, compassion, and resident-centered care, RiverWoods provides vibrant, supportive environments where older adults can thrive through every stage of aging including Independent Living, Assisted Living, and Memory Support. As demand for senior living options continues to grow, RiverWoods recognized the need for a modern Customer Relationship Management (CRM) system to enhance how they manage prospective residents, waitlist tracking, marketing events, and internal visibility across communities.
The Challenge
Prior to partnering with Prolocity, RiverWoods Group was using a highly customized Salesforce setup to manage its prospect pipeline and waitlist process. Over time, the system became overly complex and difficult to maintain, which limited its ability to meet evolving needs. As demand grew across their senior living communities, so did the need for a centralized and scalable CRM solution. RiverWoods Group faced several key challenges with its existing systems and integrations:
- Lack of a unique resident identifier caused duplicate records and data inconsistencies
- Limited PCC integration resulted in gaps in resident identification
- Disconnected tools for tours, events, and communication created operational silos
- Manual reporting limited campus-wide visibility and slowed decision-making
RiverWoods needed a unified CRM solution to streamline intake, improve data accuracy, and equip staff with the tools to engage prospective residents effectively.
The Solution
Salesforce Nonprofit Success Pack
Marketing Cloud Account Engagement
Salesforce Flow
PCC Integration
Prolocity partnered with RiverWoods to configure their existing Salesforce Nonprofit Success Pack (NPSP) environment and Salesforce Marketing Cloud Account Engagement for end-to-end prospect and waitlist management. Through discovery sessions and thoughtful design, the team implemented a solution tailored to the organization’s unique business processes.
Key components of the solution included:
- Discovery & Design: Conducted targeted sessions focused on the Prospecting Process, Waiting List/Move-In Planning, Events and Attendance, and the impact on RiverWoods’ PCC resident system. Developed detailed business requirements and a recommended solution design with data migration mapping.
- Prospect Management: Configured Salesforce Leads to support full lifecycle management, from inquiry through move-in. Included up to 40 custom fields and layouts for Individuals and Organizations, duplicate management rules, and activity tracking (e.g., tours, meetings). Enabled seamless lead conversion into Contacts, Households, and Waitlist Opportunities.
- Waitlist and Move-In Planning: Built custom page layouts and objects to manage waitlist entries and reservation deposits. Enabled tracking of deposit amounts, dates, and apartment assignments to streamline coordination with housing availability.
- Event and Campaign Tracking: Configured Campaigns and Campaign Members with custom fields to capture engagement in marketing events, supporting more strategic outreach.
- PCC Integration Support: Allocated up to 20 consulting hours to support field mapping and alignment with RiverWoods’ PCC resident system, including design evaluation and coordination.
- Updated Marketing Cloud Account Engagement: Updated with new connected fields, visibility, list management, and connection to Opportunities.
- Automation and Security: Built up to four flows to automate tasks and field updates. Established two user profiles with role-based permissions to align visibility with team responsibilities.
- Data Migration: Migrated records including Prospects, Activities, Chatter, Waitlist, and Move-In Plan. Created field mappings, templates, and executed both mock and final data loads in collaboration with RiverWoods. Addressed all UAT feedback before production cutover.
- User Acceptance Testing (UAT): Supported testing of Accounts, Contacts, and related workflows. Conducted an End-to-End UAT session and resolved all user feedback prior to go-live.
- Training & Enablement: Delivered a Train-the-Trainer session with documentation to prepare RiverWoods administrators and staff for long-term success.
- Deployment & Post-Go-Live Support: Deployed the full solution to production after thorough testing. Provided two weeks of post-launch support including Q&A sessions and office hours.
The Impact
Manage Leads
Client Intake
Reporting and Forecasting
With Salesforce in place, RiverWoods now operates with a streamlined solution that empowers staff to manage leads, waitlists, and events with greater accuracy and efficiency. Teams are now working from a centralized system that connects marketing, sales, and intake operations. Reporting and forecasting capabilities have been significantly enhanced, enabling data-driven decision-making and more effective resource planning.
The ability to track and convert leads, manage reservation deposits, and capture campaign engagement in one system has not only saved time but also improved collaboration across departments. With Salesforce optimized for their unique model, RiverWoods is better equipped to connect with prospective residents, manage capacity, and drive strategic growth.
Since the initial implementation, Prolocity has continued to support RiverWoods with ongoing Salesforce optimization and enhancements. This ongoing partnership ensures that the system continues to evolve alongside the organization’s needs, maximizing value and supporting long-term impact.
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