Before partnering with Opiniion, Chelsea Senior Living managed resident surveys, online reviews, and resident feedback across multiple disconnected platforms. The result was a fragmented process that required multiple vendors, separate reporting systems, and hours spent manually piecing together resident sentiment across communities.
“We were using one system for surveys, another for reviews, and another for resident feedback,” said Jena Bitsko, Senior Director of Marketing and Communications at Chelsea Senior Living. “Beyond the cost, all of that information lived in different places and had to be manually pulled together. At the end of the day, the data has to mean something.”
By consolidating surveys, reviews, and resident feedback into a single platform, Chelsea gained a clearer view of resident sentiment, streamlined reporting, and a more proactive approach to reputation management.
Key Outcomes
- 32% increase in Google review volume
- 3.4× faster review generation
- 4.57-star average Google rating maintained
- 86% review response rate
- 260 resident and prospect survey responses collected
The Breaking Point
For Kelly Fannon, VP of Sales and Marketing at Chelsea Senior Living, the need for change became undeniable after a Saturday afternoon crisis.
An unfounded one-star review had appeared online, catching the team completely off guard. By the time Chelsea became aware of the issue, the review was already public, leaving the team scrambling to respond and understand what had happened.
The experience reinforced a challenge many senior living operators face: feedback often arrives only after a resident or family member has already decided to leave a public review.
What caught Kelly’s attention about Opiniion was its ability to surface sentiment earlier in the process, helping communities identify concerns, close the loop, and create better resident experiences before issues escalate.
“That safety net was missing,” Kelly said.
Today, Chelsea has a more proactive approach to resident feedback, with greater visibility into resident sentiment and more opportunities to address concerns before they become public reputation issues.
One System. One Source of Truth.
Since implementing Opiniion, Chelsea Senior Living has consolidated surveys, reviews, and resident feedback into a single platform with integrations across Welcome Home, Google, Facebook, and A Place for Mom.
For Jena Bitsko, Senior Director of Marketing and Communications at Chelsea Senior Living, the impact was immediate.
“The integration with Opiniion has been seamless,” Jena said. “Having everything connected in one place, along with features like auto-responses, has been a huge time saver for both me and our executive directors.”
The reporting improvements have been equally impactful. Chelsea recently completed its first annual resident survey through Opiniion, replacing a previously manual process that required exporting and combining reports from multiple systems.
“If we’re going to collect feedback, it needs to mean something,” Jena said. “Opiniion gives us reporting that’s clear, actionable, and easy to compare year over year.”
Since going live with Opiniion in December 2025, Chelsea has collected more than 260 resident and prospect survey responses, creating a structured feedback channel that previously didn’t exist. Across all survey types, respondents have averaged 4.45 out of 5 stars, giving leadership a clearer picture of resident and family sentiment across communities.
By centralizing resident sentiment in a single platform, Chelsea’s leadership team now has better visibility into trends across communities and faster access to insights they can act on.
Less Friction, More Feedback
Chelsea’s previous process also created friction for residents and families. Before every review campaign, executive directors had to manually review contact lists to avoid sending requests to dissatisfied families—a time-consuming process that limited participation.
Even when campaigns were successful, many reviews never reached the platforms that mattered most.
“We were putting all this work into getting people through the process, and the reviews weren’t ending up on Google or A Place for Mom,” Jena said. “It felt like all that effort just went nowhere.”
With Opiniion, Chelsea now sends review requests continuously instead of in large annual batches, identifies resident concerns earlier through built-in feedback workflows, and directs satisfied residents to the review platforms that help drive new move-ins.
The impact has been significant. In the roughly five and a half months since implementing Opiniion, Chelsea’s communities generated 98 new Google reviews, increasing review volume by 32% across the portfolio. Review velocity increased by 3.4 times, while maintaining an average Google rating of 4.57 stars.
Just as importantly, every Chelsea community increased its review count during that period, helping strengthen and expand the organization’s online reputation across its portfolio.
More Voices, Same Quality
One of the biggest concerns organizations face when increasing review volume is maintaining quality. For Chelsea, that concern never materialized.
Since implementing Opiniion, the organization has maintained an average Google rating of 4.57 stars, even as review volume accelerated. Across the portfolio, teams respond to 86% of reviews, demonstrating a consistent commitment to engaging with residents and families online.
The reviews themselves tell a compelling story. Nearly two-thirds of positive reviews mention Chelsea’s caring staff, while many families highlight the welcoming atmosphere, well-maintained communities, and support during major life transitions.
“The best run, the most caring people, the best food—it’s the Four Seasons of senior living facilities. I could not have picked a better place.”
For Chelsea, the value of resident feedback isn’t simply generating more reviews—it’s ensuring those reviews authentically reflect the experience residents and families have every day.
What’s Next
Chelsea now sees resident feedback as more than an operational tool—it’s becoming a key part of their marketing strategy.
Kelly and Jena are already planning to incorporate resident stories and reviews into community webpages, marketing collateral, and future campaigns.
“The last thing we want to do is promote something that isn’t authentic,” Jena said. “Opiniion helps us hear directly from the people living that experience every day.”
For Kelly, the value comes down to trust, visibility, and peace of mind.
“We’re singing your praises to anyone who will listen.”
