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 manual reporting, multiple vendor relationships, and hours spent piecing together resident sentiment across systems.
“We were using one system for surveys, another for reviews, and another for resident feedback,” said Jena, Senior Director of Marketing and Communications at Chelsea Senior Living. “When you look at what Opiniion does in one platform for a fraction of the cost, the math becomes pretty clear.”
Key Outcomes
- Consolidated surveys, reviews, and resident feedback into one platform
- Streamlined reporting across communities
- Improved visibility into resident sentiment
- Reduced manual administrative work
- Created a more proactive approach to reputation management
The Breaking Point
For Kelly Fannon, VP of Sales and Marketing at Chelsea, the need for change became undeniable after a Saturday afternoon crisis.
A 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.”
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 result is a simpler experience for both staff and residents, along with a more consistent flow of meaningful feedback and public reviews.
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.”
