What customers are the owners trying to serve? They have employees, residents, and prospects. Employees need to be paid well to do their job (this includes compensation pkg, as well as company support in terms of proper tools and resources to do their jobs. They need to feel valued. They need work-life BALANCE. Residents need to feel they have a clean, "safe" home, that is a good value. Do a survey, or host a resident event to find out what they think constitutes a good value. Prospects are future residents, so you want to show your best to them, in the daylight, once you establish your best with your staff and residents. You will attract better residents once your magnet is on point.