• Manor Lake Senior Living, a Georgia operator with 12 active communities, uses a Uniti AI agent, Molly, to respond to prospective residents and their families by email, text, phone, and web chat, day and night.

  
  

• After seeing Molly work in its first four communities, Manor Lake is expanding her to all 12.

  
  

• Molly has handled 1,164 conversations with 514 prospects. 

  
  

• Through a direct integration with WelcomeHome, the CRM Manor Lake's team already works in, Molly books tours straight into the system and logs her emails, texts and calls on each prospect’s record 

  
  

Manor Lake Senior Living is a senior living operator based in Holly Springs, Georgia, with 12 active communities and more in development. It offers independent living, assisted living, memory care, and respite stays.

The gap: a front desk doing everything at once

At a senior living community, the front desk is the first stop for almost everything. A resident with a question. A family visiting. A delivery. And a phone that rings in the middle of all of it.

For Manor Lake, that phone was also where new prospects first got in touch. The people answering were already stretched, so it wasn't always easy to spot a sales inquiry mid-day, or to get a prospect's details to the marketing directors who could follow up. 

Some inquiries slipped through. Each one was a family that might have toured.Families comparing communities remember who got back to them, and how it felt.

What Manor Lake was looking for

The team knew it needed technology that would support its people and help them work smarter, not just answer the phone faster. Tony Gimbrone, Sales Leader at Manor Lake, and his team got very specific about what they required before choosing a partner: 

• Visibility. The team wanted to see exactly what the agent was doing, converting, and scheduling, inside the CRM it already used, with every tour, text and call attributed to her the same way it would be for a member of the sales team 

  
  

• Control. Lead handling had to follow Manor Lake's own process, not a generic one.

  
  

• A deep WelcomeHome integration that could log activity automatically, so staff weren't re-entering notes.

  
  

• A phased rollout, starting with what was ready and adding the more complex pieces later.

  
  

Just as important was how the agent would sound. Tony and his team wanted an empathetic, conversational AI sales agent, not a standard legacy web chatbot. Its families are often making one of the hardest decisions of their lives, and the first conversation needed to feel like it was with someone who understood that.

Bringing in Uniti

Manor Lake chose Uniti to respond to families the moment they reach out. Uniti built an integration between Molly and WelcomeHome, so she books tours straight into the system where Manor Lake's sales team already works. 

Her emails, texts, and calls are logged on each prospect’s WelcomeHome record as activities, with call notes attached. Because she runs around the clock, an inquiry that arrives on a weekend or at night gets an answer too. 

Tony led the project, from system configuration to approving the rollout. Jessica Elliott of Cox Media Group, which manages Manor Lake’s websites and campaigns, helped test Molly and worked with Uniti to set the requirements for how leads should be handled. Manor Lake started with four communities and built from there, adding text and voice as the team got comfortable.

Built for a big decision

Molly's conversations are shaped by who's on the other end: often older adults, many around 80, and the adult children reaching out for them. Uniti built her around Manor Lake's own rules for lead handling, plus tone rules designed for this audience.

She asks one question at a time. First, how the caller is connected to the person they're inquiring for. Then where the family is looking, when they hope to move, and what matters most to them in a community. She never uses urgency or sales pressure, and she steers clear of language about decline.

Small details carry weight here. If a prospect mentions they've lost a spouse, Molly drops couple language and speaks to them as an individual. On the phone, she tells callers up front that she's a virtual assistant and that the call is recorded.

She also answers what families actually ask: levels of care, fees, Medicaid, long-term care insurance, VA Aid & Attendance, respite stays, even pets. When a family wants a person, she can transfer the conversation to Manor Lake's staff. Her goal is simple: an invitation to tour.

The results: 1,164 conversations and counting 

To date, Molly has handled 1,164 conversations with 514 prospects across email, voice, text, and web chat. Email carried most of them. Only about 6%, 75 in all, needed to be handed off to Manor Lake's staff.

The WelcomeHome integration gives Manor Lake the visibility it asked for. In a live test with Tony’s team, a text conversation with Molly appeared on the prospect’s WelcomeHome record in about a minute, and a phone call was logged with detailed notes soon after it ended. Tony also ran Molly through the same AI-scored sales call scenarios he had been graded on himself. She outscored him. 

"We secret-shopped Molly against our best salespeople. She scored higher. Every single time."

Tony Gimbrone, Sales Leader, Manor Lake Senior Living

What's next: all 12 communities

Molly is live in four Manor Lake communities today. Having seen what she does, Manor Lake is expanding her to all 12 of its active communities. 

But the point of all of it is simpler than the technology. For the families Manor Lake serves, a first call or message is the start of an important and emotional chapter. Getting it right means responsive, thoughtful, capable support from the very first conversation.