> For the complete documentation index, see [llms.txt](https://docs.talkfurther.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.talkfurther.com/products/pricing-assistant.md).

# CMI (Competitor Market Intelligence)

One of the biggest challenges in senior living is **setting the right price** to balance occupancy and NOI.

* Pricing data is **not publicly available** in a reliable way, forcing operators, regional teams, and community managers to spend time and effort coordinating competitive shops.
* Without clear, centralized insights, teams risk being **overpriced** (losing move-ins) or **underpriced** (leaving NOI on the table).

![CMI](https://1418839770-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FMBxf1KFRmtFcAlm6XKjH%2Fuploads%2Fgit-blob-40705670e94e59e9e172044cbaeed9ddc72c08e0%2Foverview.png?alt=media)

Getting pricing right is critical because it is one of the first questions prospects ask—and one of the strongest drivers of move-ins.

***

## What It Does & How It Works

The **Further CMI** is a **competitive market analysis tool** designed for senior living operators to easily collect, manage, and analyze competitive pricing data.

* **Competitive Shops Through Further** – Order shops directly through Further, and all collected data (rates, floor plans, incentives, etc.) is uploaded automatically.
* **Centralized Analytics Platform** – All shop data is stored in one database, eliminating spreadsheets and manual consolidation.
* **Customizable Views** – Create your own data views to track changes over time, analyze snapshots, or drill down into specific competitors.
* **Rich Context Beyond Pricing** – Access competitor brochures, images, online reviews, amenities, and services to understand value beyond just rent levels.
* **Incentive Tracking** – Automatically capture and monitor competitor specials or offers, with alerts when new incentives are detected.
* **Easy Excel Export** - Easily export data to excel with automatically generated

![Data Presentation](https://1418839770-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FMBxf1KFRmtFcAlm6XKjH%2Fuploads%2Fgit-blob-e930b1d01edc2b2f9c7de99ad1fdaa5cc1ed4d97%2Fgraph.png?alt=media)

**Key outcomes:**

* Optimize pricing strategies for occupancy and NOI.
* Confidently explain pricing to prospects with context (amenities, square footage, incentives).
* Save time by centralizing and automating competitive analysis.

![Reviews and Incentives](https://1418839770-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FMBxf1KFRmtFcAlm6XKjH%2Fuploads%2Fgit-blob-2eced92a3e03d348b92d10754198416e7808da6c%2Freviews-and-incentives.png?alt=media)

***

## Frequently Asked Questions

* **Can I track as many competitors as I want?**\
  Yes, you can add and monitor as many as you need.
* **How often should I order shops?**\
  Many operators run shops quarterly, but frequency depends on how dynamic your market is.
* **Does Further's CMI only track rent?**\
  No. It captures incentives, amenities, services, square footage, and even review sentiment to give you a full picture.
* **Can I compare across multiple communities or regions?**\
  Yes. The system allows portfolio-level, region-level, or community-level comparisons.
* **Will I be notified when competitors change pricing?**\
  Yes, incentive alerts and updated shop data will highlight changes in your dashboard.

***

The Further CMI ensures your communities stay **competitively priced** in the market—helping you win more move-ins while optimizing NOI with confidence.


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