A senior living marketing audit should make a decision easier: what to keep, what to improve, and what to stop or investigate before the next campaign. It is not simply a tally of posts, website visits, or brochures. A useful review connects the community’s goals and audiences to the information people encounter, the steps they can take, and the evidence the team uses to judge performance. This guide offers a practical, repeatable framework for reviewing those parts together.
Discuss your community’s marketing needs
What should a senior living marketing audit help you decide?
Start with the decision, not the spreadsheet. A marketing audit can answer whether a community’s current communications support its priorities, whether prospective residents and families can find the information they need, and where a focused improvement is most likely to help. The audit may lead to a new content plan, a better inquiry route, refreshed imagery, a measurement fix, or a deliberate decision to leave a working element alone.
Senior living is not one interchangeable audience or one simple buying moment. People may be exploring options for themselves, helping a parent, comparing care or lifestyle settings, or gathering information well before they are ready to speak with a community. The audit should test whether a marketing journey acknowledges those different needs without assuming every visitor has the same motivation, timeline, or decision-making role.
Set a defined scope. You might review one community, a group of locations, a campaign, or the full path from first exposure to inquiry. Pick a period that gives the team enough examples to assess, while noting seasonal promotions, local events, staffing changes, or operational shifts that could affect the evidence. Then write down the key question in plain language, such as: “Can an adult child quickly understand what this community offers and how to ask a question?”
That question guides the work. Without it, teams can collect a large inventory but finish without knowing what to do. A strong audit ends with a short list of evidence-backed decisions, an owner for each next action, and a date for checking whether the change helped.
How should you define the audit’s scope?
Choose the unit of review before gathering materials. A single-community audit is useful when local needs, positioning, or inquiry patterns are the concern. A portfolio review can reveal inconsistent standards, duplicated work, or useful practices that one location can adapt. A campaign audit focuses on a specific offer or period. Avoid blending these scopes without labeling them: a finding about one location does not automatically describe every community.
Set the boundaries across four dimensions: audience, channels, time period, and conversion stage. Name the audiences you intend to consider; list the channels included; specify the start and end dates; and clarify whether the review covers awareness, research, inquiry, visit scheduling, or follow-up. “Review the website and marketing” is too vague to guide a team. “Review the community website, social channels, print materials, and inquiry steps for adult children researching assisted living during the last two quarters” is workable.
Gather materials from the same period wherever possible. Include current web pages, social posts, email examples, printed pieces, campaign creative, inquiry forms, call-handling instructions, and the reports used by the team. Record what is missing. If an old brochure cannot be found or campaign data is not available, that is a limitation to document, not a reason to silently treat an incomplete picture as complete.
Agree on who will use the findings. A community executive may need a concise view of risks and investment decisions. A marketing director may need channel-level changes and owners. A sales or community-relations team may need clearer inquiry information or follow-up guidance. Design the output for the people expected to act on it.
Which audiences and decisions should the review consider?
Map the people who may encounter the marketing and the questions they are trying to answer. Depending on the community and offering, these may include older adults, family members, other supporters, referral partners, and people involved in care planning. Do not presume that a single message or image will answer every person’s concerns. Instead, inspect whether the material helps a reader understand the community, its lifestyle or services, the next step, and where to ask questions.
Translate broad audience labels into practical information needs. Someone early in research may want a clear explanation of the community’s setting, living options, and everyday experience. A person comparing locations may need concrete details, current photos, accessibility information, or a way to discuss an individual situation. Someone ready to connect may need an obvious phone number or form, a clear expectation about what happens next, and reassurance that asking a question does not require knowing every detail in advance.
Use interviews and frontline observations as context, not as a substitute for evidence. Ask staff who regularly speak with prospective residents and families what questions recur, which explanations seem confusing, and what information is often missing. If appropriate, review anonymized inquiry themes or feedback already collected by the organization. Avoid including private personal details in the audit. The goal is to identify recurring informational gaps, not to expose an individual’s circumstances.
Check whether audience assumptions are current. A message built around an outdated profile can lead to creative that feels generic or patronizing. Review the language, imagery, reading level, and examples for respect and specificity. Where the team cannot verify an assumption, mark it as a question to test rather than presenting it as a fact. This discipline helps the audit produce useful hypotheses rather than stereotypes.
How do you assess positioning and message clarity?
Read the community’s key materials as if you were unfamiliar with it. Can you tell what kind of community it is, who it serves, what makes its experience distinct, and what a person can do next? Is the core message consistent from the first page a visitor sees through the brochure, social profile, and inquiry conversation? The audit should not demand identical wording everywhere, but it should identify conflicting descriptions or missing context.
Separate claims from proof. A statement about a community’s atmosphere, services, or experience should be accurate, current, and supported by information the organization can stand behind. Review superlatives, outcome promises, statistics, awards, and testimonials carefully. Ask who approved each claim, when it was checked, what evidence supports it, and whether the wording has conditions or limitations. If the proof is unclear, flag the claim for verification before recommending that it be amplified.
Look for jargon and vague language. Words such as “exceptional,” “vibrant,” or “personalized” may sound positive but do little work unless the nearby content explains what the reader can expect. Replace abstractions with verified specifics, such as a described activity, a service explanation, a representative image, or an invitation to discuss the person’s needs. Do not invent a feature just to make a message more concrete.
Check whether each channel has a clear role. A short social post may introduce a community moment; a service page may explain an offering in greater depth; a conversation can help address personal questions. The same claim should not be stripped of necessary context simply to make it fit a small format. Note where a channel sends people for details and whether that destination delivers the promised information.
How should you review the website and information path?
Walk through the site using common tasks rather than judging only its appearance. Try to find basic community information, understand the services described, locate current imagery, answer an initial practical question, and identify a contact route. Repeat the exercise on a phone, since many people may browse on smaller screens. Record the exact page, the task, what worked, and where the path became unclear.
Review navigation, page labels, headings, and internal connections. A visitor should not need to know the organization’s internal terminology to find relevant information. Important pages should not be buried behind ambiguous labels, and links should describe where they lead. Check that key pages have a clear next step, but also allow a person who is still researching to continue learning without being pushed into a form prematurely.
Inspect contact points one by one. Is the phone number visible and consistent? Does the form ask only for information that has a clear purpose? Does the page explain what happens after submission? Is the call to action specific enough to set an expectation? A form that appears simple can still feel uncertain if visitors do not know who may contact them or what the first conversation involves. Flag questions for the organization to verify; do not promise a response time unless it is confirmed.
Check the accuracy and maintenance of practical details. Outdated photos, old events, broken links, expired offers, and inconsistent contact information undermine confidence. Note the last known review date where available. Consider whether important details are easy to scan and whether the language is accessible to a broad range of readers. A website audit is not a technical accessibility certification, but visible barriers and missing alternatives should be referred to the appropriate specialist for review.
Finally, test the path end to end. Click the buttons, submit a test inquiry only through an approved process, and confirm that the destination matches the call to action. If the audit team cannot verify delivery, state that limitation and assign a follow-up to the site or systems owner.
How can you evaluate inquiry and follow-up steps?
Marketing does not stop when someone clicks or calls. Review what the person is asked to do, what information is collected, and how the community handles the next step. Map the inquiry route from each major channel: social profile, website page, email, printed piece, or campaign. Note whether the destination is easy to use and whether it preserves the context of the original message.
Assess the form and phone route from the prospective inquirer’s point of view. Does the form avoid unnecessary friction? Is the phone number usable on mobile? Are instructions understandable? Are there alternate ways to make contact for someone who cannot or does not want to use the main form? These are review questions, not assumptions that every channel must have the same design. The right route depends on the community’s approved processes and the audience it is meant to serve.
Then review the handoff. Confirm who receives an inquiry, how it is recorded, and what information is available to the person following up. Look for duplicate entry, unclear ownership, and situations where an inquiry could sit without a designated next action. If the audit does not have permission to inspect individual records, use a documented process walkthrough or aggregate reporting instead. Protect personal information and follow the organization’s privacy and retention policies.
Consider the quality of the response experience without making unsupported promises. Do staff have current materials and a clear process for answering common questions? Can they tell which campaign or page prompted the inquiry, when that information is available? Are unanswered questions routed to someone who can address them? The audit can identify a process gap, but operational leaders must verify the correct service standards and approve any change to follow-up guidance.
What should you inspect in social and campaign content?
Build an inventory of posts and campaign materials for the agreed period. Record the channel, date, format, intended audience, topic, call to action, and destination. This makes it possible to see patterns that are hard to notice when reviewing one post at a time. It can also reveal whether the content mix is overly concentrated on announcements, stock-style themes, or repeated calls to action.
Assess usefulness as well as activity. For each item, ask what a viewer learns, feels, or can do. Does the post show a credible aspect of community life? Does it explain a relevant service or answer a real question? Is it clear which community is represented? Does the caption provide context that the image alone cannot convey? High posting frequency is not proof that content serves an audience, and a quieter channel is not automatically a failure if it has a defined role.
Review creative for authenticity, accuracy, and fit. Images should represent the community or be clearly treated as illustrative. Check that people are shown respectfully and that the setting aligns with the message. A polished visual can draw attention, but it should not create an impression the organization cannot support. Make a note of assets that are strong enough to reuse, those that need updated context, and those that should be retired.
Look at the campaign route after the post or ad. Does the landing page repeat the relevant information? Is the call to action appropriate to the level of interest? Are tracking labels or campaign names consistent enough to tell where activity came from? If campaign data is missing, the audit can recommend a measurement setup, but it should not retroactively assign results to a source without evidence.
How do you assess photography, video, and other visuals?
Visuals shape expectations quickly, so review them for relevance, consistency, and practical usefulness. Create a basic asset library list with the file or page, date captured if known, property or community, format, usage rights or approval status where documented, and the channels where it appears. An asset without clear provenance or current approval should be checked before reuse. Do not infer permission from the fact that a photo is already online.
Ask what each image or video helps the viewer understand. An exterior can establish the setting; an interior may show a shared space; a lifestyle image may communicate a human moment. The asset should make sense for the audience and the page around it. A beautiful image that offers no context, appears unrelated to the location, or conflicts with the written description may weaken rather than strengthen the message.
Review composition, cropping, quality, and consistency across formats. Does a square crop remove a person or important feature? Is text legible when a graphic is viewed on a phone? Does a video communicate its point without relying solely on audio? Are captions or other accessibility supports available where needed? These checks are practical screening questions, not substitutes for a full accessibility or production-quality assessment.
Build a reuse decision for each asset: keep as is, update context or crop, seek approval, reshoot or recreate, or retire. Separate production needs from distribution needs. A team may have strong photography but no plan to use it in the right places; another may have a content plan but lack current assets. For visual production examples and related services, the team can review senior and active-adult living examples and consider how community-specific imagery could support its own goals.
How can you review print materials and offline touchpoints?
Include brochures, event cards, signage, handouts, presentations, direct mail, and materials used during tours when they are within scope. Print can remain in circulation long after a web page has changed, so compare it with current digital information. Look for outdated phone numbers, old service descriptions, expired invitations, or language that no longer matches the organization’s approved positioning.
Follow the route a person might take after receiving the material. Is the next action obvious? If a printed piece points to a web page, QR code, phone number, or email, test that route. A QR code that works only on a particular page or leads to an outdated destination needs correction. For response tracking, use a method the organization can maintain, such as a clearly identified campaign path, but do not add tracking mechanisms without the appropriate privacy and operational approval.
Inspect how materials are used in context. Is the relevant piece available to the people who need it? Can staff locate the current version? Are there several versions in circulation with different messages? Ask the owner of each touchpoint how updates are approved and how obsolete copies are removed. These process details can matter as much as the design itself.
Physical distribution can also introduce accessibility and readability questions. Examine type size, contrast, layout, and whether a person can understand the essential information without relying on color alone. Refer technical accessibility questions to the right specialist. The audit’s role is to identify likely barriers, describe where they occur, and recommend a qualified review when needed.
How should you assess channel roles and consistency?
Make a channel map that includes the purpose, audience, owner, cadence or use pattern, primary message, and next step for each channel. The map should include only channels the organization actually uses or intends to use. A channel with no named role tends to accumulate activity without a clear reason. A channel with a clear role can be evaluated against that purpose rather than judged by a generic benchmark.
Check consistency without demanding identical content. A community’s core description, contact details, service information, and visual identity should not contradict one another. At the same time, a social post, a website page, and a printed guide serve different situations and can provide different levels of detail. The audit should identify where a message needs adaptation and where a factual inconsistency could confuse a reader.
Review handoffs across channels. If a post invites someone to learn more, does the linked page continue the conversation? If a printed card points to a website, does the page use related language and imagery? If an email directs a reader to call, can the team identify the campaign context when appropriate? Disconnected steps can make a well-produced individual asset feel like a dead end.
Look for avoidable duplication and gaps. Two channels may be repeating the same content while a basic question remains unanswered elsewhere. Conversely, one strong piece may be adapted into several formats with useful context, provided each version suits its placement and is approved. Recommend an efficient content system only after confirming who can maintain it and what resources are available.
Turning a senior living marketing audit into an action plan
Which measures belong in the audit?
Choose measures that correspond to the decision and stage under review. Reach or views can describe exposure; engagement can describe certain interactions; website actions can show activity; inquiries and visits can indicate later steps when they are tracked reliably. None of these measures alone proves that marketing caused a particular outcome. The audit should explain what each metric means, what it does not mean, and what other context is needed.
Start with the business question. If the concern is discoverability, examine relevant exposure and how people arrive at key information. If the concern is whether the website helps an interested visitor take action, review page visits, contact clicks, form starts and completions where the systems capture them. If the concern is inquiry quality or subsequent action, connect marketing information to appropriate downstream records only when there is a reliable, privacy-compliant process to do so.
Check definitions before comparing numbers. Did the metric’s meaning or tracking method change? Is the reporting period comparable? Are platform totals being mixed with website analytics or CRM counts? Are duplicate events possible? Has a campaign been paused, altered, or served to a different audience? Label reporting gaps and changes instead of smoothing them over.
Use a small, stable scorecard rather than a long list of convenient numbers. A useful scorecard might include one measure of audience exposure, one meaningful interaction, one inquiry action, and one operational quality check, depending on the objective and available data. Set a baseline and review date. Where no reliable baseline exists, say so and make measurement setup part of the action plan. Do not create a performance claim from a single anecdote or a short, unrepresentative period.
How can you compare performance without false conclusions?
Use comparisons carefully. A current period and a previous period may differ in season, budget, audience, creative, inventory, staffing, or local conditions. Before calling a change an improvement or decline, list the major differences that could explain it. Where possible, compare like with like: same channel, similar period, consistent definitions, and a clear account of any changes.
Set expectations about the strength of evidence. A single post with high interaction can suggest a topic worth exploring, but it does not establish a durable pattern. A rise in inquiries can be important, but attribution may be uncertain if several channels changed at once. A small sample may be too limited to support a confident conclusion. Distinguish observed facts, reasonable interpretations, and hypotheses that need testing.
Combine quantitative indicators with qualitative context. Review the questions that prospects ask, common points of confusion, feedback from staff, and examples of content people respond to. Use aggregate themes and approved research practices. A handful of conversations can help generate hypotheses but should not be described as representative of all residents, families, or decision-makers.
When a result is mixed, identify the next best test rather than forcing a verdict. For example, if an informative social post receives limited engagement but brings visitors to a relevant page, the team may need to decide whether the post succeeded at its intended role. If a form has visits but few completions, inspect the content, form experience, and technical path before changing the audience or creative. State what evidence would change the team’s mind.
How do you identify gaps and risks?
Organize findings into practical categories: audience understanding, message accuracy, content coverage, visual assets, channel execution, inquiry experience, measurement, and governance. For each finding, record the evidence, the effect it may have, the confidence level, and the owner who can verify it. This makes the audit easier to challenge and improve than a list of broad impressions.
Separate risks from opportunities. A broken contact link, conflicting service description, unapproved asset, or outdated offer may need prompt correction. A new content series, stronger visual library, or improved reporting view may be valuable but can be scheduled after urgent issues are addressed. Avoid treating every recommendation as equally important; that creates an action plan no team can realistically complete.
Look for dependencies. A new campaign may depend on approved messaging, current photos, a functioning destination page, staff readiness, and a way to capture results. If a prerequisite is missing, the campaign may not be ready to launch. Document those conditions and identify the person or team responsible for resolving them. This is especially important when creative, operations, and inquiry handling have different owners.
Check governance and maintenance. Who approves claims and imagery? Who updates contact details? Where is the current approved asset stored? How are changes recorded? If these answers are unclear, the solution may be a modest review process rather than producing more content. Establishing ownership can protect the quality of existing materials and prevent the same issue from reappearing.
How should you prioritize findings?
Use a simple, transparent prioritization method. For each finding, estimate its relevance to the audit’s goal, the strength of evidence, the likely effort, and whether it blocks another action. A quick correction supported by clear evidence may rank ahead of a larger creative project. A high-impact idea with low confidence may belong in a test plan rather than an immediate rollout.
A three-level scheme is often enough: address now, plan next, and monitor or validate. “Address now” can include broken routes, inaccurate public information, or an asset that should not remain in use. “Plan next” can include a refreshed page, a content gap, or a process improvement requiring coordination. “Monitor or validate” can include assumptions that need more data or a small experiment before broader investment.
Make recommendations specific. “Improve social” is not an action. “Review the last eight weeks of posts, identify unanswered audience questions, and draft three approved educational topics with a destination page for each” gives an owner something to do. State the dependency, the person responsible, the due date, and the evidence that will show completion. If timing or resource availability is unknown, mark it for decision rather than inventing a commitment.
Balance urgency with capacity. A marketing team may have competing operational priorities and limited access to photography, design, or approvals. Identify which tasks can be handled internally, which require another department, and which need outside support. The aim is not to create the longest possible worklist; it is to select a sequence the organization can carry out and review.
What does a practical audit deliverable include?
A concise but useful deliverable contains the scope, dates, sources reviewed, limitations, major findings, evidence, priorities, owners, and follow-up measures. Include an executive summary that states the principal decision and the most important next steps. Keep the detailed notes available for the people who need to implement the recommendations, but do not make leaders search through every screenshot to understand the conclusion.
Attach an inventory or appendix where it helps. This may include a channel map, page list, asset register, content sample, inquiry-path diagram, measurement definitions, and a list of items requiring confirmation. Identify the version and date of the materials reviewed. If an audit relies on incomplete analytics or an unverified operational description, make that limitation visible in the main findings as well as the appendix.
For each recommendation, use a consistent format: observation, evidence, implication, proposed action, owner, priority, dependency, and check-in date. Keep the evidence close to the recommendation. For example, if a contact route is hard to locate, cite the page and the task attempted rather than saying only that the website “needs work.” Specific findings make it easier for stakeholders to agree, disagree, or request a focused change.
Finish with a decision log. Record what the team accepted, declined, deferred, or asked to investigate. This prevents the same conversation from restarting without new evidence and distinguishes an audit conclusion from a later implementation choice. The audit is useful when people can trace how the findings became action.
What does a sample audit finding look like?
Suppose a community’s social profile features attractive event photos, but the profile and linked page do not clearly explain the community’s services or give an obvious route to ask a question. A weak finding would be: “Post more often.” It assumes frequency is the issue and does not show how more posts would solve the reader’s problem.
A stronger finding would document the profile and destination reviewed, the dates sampled, the task attempted, and the information that was missing or difficult to find. The implication might be that a person who is interested after seeing a post has to do extra work to understand the community or reach the team. The recommendation could be to clarify the profile description and link destination, then create a small set of approved posts that answer high-priority questions and lead to the relevant page.
The action plan should distinguish what is known from what still needs verification. The marketing team can confirm the wording and update the profile; the web owner can check the destination; the community team can validate that the questions selected reflect current conversations. A baseline can record whether the destination receives visits and whether contact actions are measurable. The team should not claim that a profile change will produce a specific number of inquiries.
At the review date, check whether the work was completed and whether the intended path is clearer. Look at available activity and gather operational feedback. If the result is inconclusive, refine the test or address the measurement gap. This example shows how an audit can turn a broad impression into a bounded, verifiable change.
How often should you repeat the audit?
Set the review cadence based on the pace of change and the decision at hand. A focused review can be useful before a major campaign, after a substantial website or message change, or when leaders need to understand a persistent inquiry-path concern. A broader assessment may be scheduled periodically so the team can revisit priorities and determine whether previous actions were completed.
Do not repeat the full process simply to generate another report. Track the actions already agreed, confirm what has changed, and check whether the original question still matters. If the audience, offer, channel mix, or operational process has materially changed, update the scope. If conditions are stable, a short follow-up on the highest-priority findings may be more valuable than starting over.
Maintain a change log between audits. Record when key pages, creative, contact routes, tracking definitions, or policies change, along with the owner and approval status where appropriate. A small record makes future comparisons more meaningful and helps prevent outdated materials from returning to circulation. It also gives new team members a clearer view of why a decision was made.
After each review, ask whether the audit itself was useful. Were the findings specific enough to act on? Did the right stakeholders participate? Were limitations explained? Did the team complete the work it accepted? Use the answers to make the next review more focused, not more complicated.
What are common audit mistakes to avoid?
One common mistake is treating output as impact. A large number of posts, photo assets, page views, or downloads describes activity; it does not by itself show that the material answered a need or supported the organization’s objective. Pair activity with a clear purpose and a relevant next-step measure wherever the data permits.
Another mistake is auditing only what is easy to see. A website and social feed are visible, but the inquiry handoff, approval process, and measurement definitions may determine whether the marketing path works. Include those elements when they are within scope, and identify the right operational owner when the audit team cannot verify them directly.
A third mistake is recommending more content before diagnosing the gap. If current content is hard to find, inaccurate, or disconnected from the inquiry route, publishing more of it may compound the problem. Check the existing materials, destinations, and ownership first. Sometimes a clearer page or corrected link is a more useful next step than a larger calendar.
Finally, avoid overstating certainty. A marketing audit is a structured review, not proof of causation or a promise of a particular result. State the evidence and its limits plainly. Label interpretations and proposed tests. That careful language makes recommendations more credible and helps leaders invest in the next step for the right reason.
How can the audit connect to visual marketing work?
When an audit finds that current imagery does not help people understand the community, translate the gap into a specific creative brief. State the audience, purpose, page or channel, essential scenes, required formats, approval owner, and any usage or accessibility considerations. For example, a brief might call for current images that explain shared spaces and everyday community life, rather than a vague request for “more lifestyle photos.” The community should verify the details and approve the final materials.
Different visual formats solve different communication needs. Photography can show real spaces and moments; video can provide movement and a sense of setting; a rendering can help illustrate a planned space that does not yet exist, provided it is clearly represented as a rendering. Do not mix these formats in a way that could mislead a viewer about what is currently available. Keep the message and the visual treatment aligned.
Show My Property describes its work as including marketing content for multifamily communities, with visual services and social support for housing teams. Its multifamily marketing services overview provides a place to explore that scope; specific needs and fit should be discussed directly. A senior living team should make sure any proposed work reflects its own audience, property, brand standards, and approvals.
Consider how the assets will be used before commissioning them. A production request should specify the channels and formats needed, how each asset contributes to the message, and who will manage versions and approvals. This reduces the risk of receiving attractive material that cannot be used as intended. Visual production should support a defined marketing purpose, not become a substitute for a clear audience and journey plan.
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Frequently Asked Questions
What is included in a senior living marketing audit?
It can include audience and message review, website and inquiry-path checks, social and campaign content, imagery and video, print materials, channel roles, measurement, approvals, and action planning. The scope should match the decision the organization needs to make. A single audit does not need to inspect every channel if a clearly bounded review will answer the question.
How long does a marketing audit take?
The time depends on the number of communities, materials, channels, data sources, and stakeholders involved. A focused review of one campaign will differ from a portfolio-wide assessment. Agree on scope and access first, then estimate effort based on the actual inventory and the approvals needed; avoid promising a timeline before those details are known.
Should the audit focus on leads or brand awareness?
It should focus on the organization’s stated goal while recognizing the role of each channel and stage. Awareness measures can help show whether content is being seen; inquiry measures can help assess later actions when tracking is reliable. Do not expect every asset to produce a direct inquiry, and do not treat exposure alone as proof that the marketing is working.
Can a team complete an audit internally?
Yes, if the team can gather materials, apply consistent criteria, and involve the owners of the website, inquiry process, claims, and data. An outside reviewer can offer another perspective or specialized production knowledge, but the organization still needs to verify facts and approve recommendations. The important part is a clear scope and documented evidence.
What should happen after the audit?
Confirm which findings the organization accepts, assign owners and dates, address urgent accuracy or access issues, and set a check-in for the priority actions. Document declined or deferred recommendations and why. Then review the relevant evidence after implementation, while being clear about limitations in measurement or attribution.
A useful audit gives a senior living team a clearer view of what its marketing communicates, how people can take the next step, and which improvements deserve attention first. Keep the findings specific, verify important claims, and revisit the evidence after the team acts.