Try this on for size: Money is strictly a numbers game. Of course, it isn’t. For residents and team members, money is a proxy for emotional value. It’s about security, status, and trust. I sense too many C-suite executives focus solely on total income or payroll expenses without understanding the psychological currency.

Want to retain your best residents? Stop treating them as rent checks and start recognizing the emotional value they place on your community. People pay for what makes them feel secure and appreciated. The same goes for team members. Competitive wages are important, but creating and nurturing a workplace culture that values emotional well-being is priceless.

If you measure success only through income statements and balance sheets, you’re blowing the opportunities to build loyalty—both from your residents and your teams. The emotional value far outweighs the dollar signs when creating loyalty.

Shift your focus from purely economic decisions to ones that increase emotional investment. After all, loyalty doesn’t have a price tag, but it sure can drive higher returns