Subscribe by Email

I am very fortunate to be able to travel the country and experience firsthand the communities we serve on a consistent basis. Doing this for almost 15 years, I have seen all “shapes and sizes,” so it does take something special to get my attention. I was recently reminded how something as simple as a wave could be so special.

The community I was visiting was not a typical model – it was less apartment-focused with single-family homes spread across 160 acres. With this campus layout, a resident might find it difficult to forge friendships beyond their immediate neighborhood. But as we drove throughout the community taking in the sights and sounds over the course of two days, I was amazed that everyone we passed stopped what they were doing to wave. It was such a simple, sincere gesture; it was heartfelt and it made my appreciation for this community and its residents grow immensely. Just think of the power of this simple gesture for someone who was in the market for a senior living community, either for themselves or their parents.

I wish I could say this is something you can instill or request of your resident population. It isn’t but I do believe it is a symbol of the environment and culture in which you build and embody on a daily basis. So what’s your special something? All I would say from this recent experience is: Don’t forget the intangibles… it just might be the thing that can turn a community from ordinary to extraordinary.

Print-Friendly Version

Amp Up Direct Mail in Today’s Digital Environment
Tuesday, May 22, 2012
11 a.m. – 12 p.m. CDT

Register Today!

Join us for our upcoming free webinar, where we’ll review the current state of direct mail — from the core strategies that never go out of style to emerging tools that are creating new opportunities to reach senior living prospects.

You’ll learn:

• why direct mail continues to be effective in reaching seniors
• how to integrate direct mail with digital
• keys to maximizing results
• the latest advancements you can’t afford to miss

If you’re unable to participate in the webinar during the scheduled time, we’ll also be posting it to the blog in late May.

Print-Friendly Version

Often the motivation to explore and ultimately move to a senior living community is in part based on a difficult or emotional experience as a caregiver for aging parents. Time and again as I visit communities residents tell me they made the move because they didn’t want their children to have the same experience.

But how often do you ask that direct question: “What was your experience as your own parents aged?” Regardless of the answer, you’ll learn valuable information regarding their motivations, knowledge of or past experiences, or just good “getting to know them” details.

It seems an obvious question and one that should be asked early, even in a first meeting.

But is it?

Print-Friendly Version

I was lucky enough to spend 3 days with senior living sales and marketing teams from all over the United States last week in sales learning sessions that inspired and motivated us all.

During one of the leadership sessions, I had the opportunity to talk to a team of sales counselors that some might call the “Senior Living Dream Team.” I picked up on some of what makes them special, and thought I would share what I see as the keys to their success:

• They all genuinely understand and embrace what makes them unique, and those differences make them a strong team, with each contributing according to their individual strengths.

• They aren’t working for themselves. Service is part of the fabric of their lives, and they believe it is their responsibility to be an advocate for their residents.

• They good-heartedly laugh with each other and at each other.

• They believe in their commitment.

• They feed off of each other by sharing success stories and recognizing the hard work of those who succeed. This seems to make them all want to work even harder!

As I sat and talked to these sales counselors, I could see why a prospect would want to move to their community. Their commitment and love for the community and the residents would shine through in any sales discussion.

What qualities and behaviors would your senior living dream team have?

Print-Friendly Version

Throughout the years, I’ve helped plan and manage hundreds of events for senior living communities – from groundbreakings and ribbon-cutting celebrations to holiday parties, lead-generating and retention events. As a PR/marketing professional, I understand the value of spending hours ensuring every detail is in place, and I also realize the importance of developing strategic messaging for key leaders who will be in the spotlight.

But let me share a recent example of when not fully controlling the situation actually made the event even better.

Last week I attended a grand opening celebration, one that had all the bells and whistles -— a bag piper, big band and dancing, confetti cannons, and fancy hors d’oeuvres and wine -— but perhaps most importantly, Rena, a resident from the brand-new community.

She was a petite woman, in her 80s, with a powerful message. Halfway through the ribbon-cutting program, she proudly walked up to the microphone and said:

“Hi. My name is Rena. I live in Building B, in a spacious apartment on the top floor, with lots of sunshine. (Pausing, she looked toward her apartment and smiled.) I love it here!”

This message was straight from her heart – a definition of the new lifestyle available at her community that couldn’t be more real.

We didn’t write a script for Rena’s talking points, nor did the community spend hours coaching her along the way. They simply asked her to give a few remarks about her new home and life at the community.

Rena went on to talk about how delicious the food was, and the variety of activities she can choose to participate in, along with the many, many friends she’s made while living there. At one point, she jokingly said, “I sound like I’m reading a brochure. But it’s all true.”

Sometimes when planning events, such as a grand opening celebration, we’re asked if current or future residents should speak during the event. And if they speak, should we help coach them on what to say?

Most likely, your community is full of individuals like Rena. So why not put them center stage and let them speak from their hearts? All you need is a) satisfied residents, and b) the ability to resist temptation to script their words.

When you plan major community events, how often do you invite your residents to share remarks with guests? And have you found the same positive experience?

Print-Friendly Version