Over the next three years, The LaSalle Group plans to add 24 to 36 new Autumn Leaves Memory Care Assisted Living communities across the US, says newly hired COO Joe Jasmon (here giving his family a hand). His new role was created to implement that growth strategy, he tells us. The firm (which has 35 Autumn Leaves properties open or under construction, including eight across Houston) is particularly focusing on secondary markets.

Joe says The LaSalle Group looks at population demographics first, and then looks at the existing competition. Often the “big boys” aren’t comfortable going into these secondary markets, he tells us. (Monsters under the bed, etc.) The idea is to be the first or second going into a market and set the bar high, he says. The recent Edmond, Okla, project was half-full (26 deposits) before opening its doors, he says. Most communities have about 46 to 50 units.

When looking for a new site (like the one modeled here), LaSalle needs about 2.5 to 3 acres in a high-traffic site, a convenient location for families of the residents, Joe tells us. Its targets: Chicago, Milwaukee, Houston, San Antonio, and Austin. Florida, Atlanta, and South Carolina are also on the radar, he says. When Joe's not working, he draws and paints to preserve his sanity, he tells us. He also spends a lot of time around the soccer fields with his 16-year-old and his son’s club team.