Pay Attention to the Spirit of Your Community
I’m on the road this week visiting a community and have been fortunate to have visited a lot of communities all over the country. Having never been to this particular community before, I’m sure there are many things that won’t surprise me. Continuing care retirement communities are very similar in many ways. While different in architecture, or perhaps the clientele they serve, the general layout is often similar, with a dining area, a library, the fitness center, maybe a theater or multi-purpose room — functional, necessary, but not surprising.
But here’s the thing I’m anxious to determine – what is this community’s spirit? Talking with my colleagues, we all agree that vital, vibrant communities, those that have a great resident life, give off a vibe that you can sense almost from the moment you enter. That really is the big difference as I travel from community to community.
The communities that are really alive have hallways filled with residents and staff interacting with each other. At these communities, residents approach us unsolicited to tell us what a great place it is. Like the woman who told me her community was “camp for old people.”
Not surprisingly, these communities attract new residents. They get great referrals. People who tour invariably say, “This is a place that feels good to me.” We are all emotional creatures, and while we may need to justify our decisions with rational reasons, we make those decisions based on emotions. A great community spirit is a huge marketing advantage.
Have you paid attention to this lately? Do you discuss it at staff meetings? Is it fostered through strong resident involvement? Do you think about this while hiring staff or creating dining menus or allocating budgets? Of course, many of you do, because we feel it when we visit your communities.
So many people enter your community every day. Residents, families, business associates, delivery people, service providers. What do they feel? What impression are they taking with them?
Pay attention to the heart of your community. It’s what gives it life. And you know you’ve hit the mark when you get those spontaneous endorsements during tours, like the woman who told me, “I’m this place’s biggest cheerleader. Just tell me who I need to talk to and we’ll get them in here.”
Ken,
Thanks for writing this and pointing out this very important aspect of a community. I travel and do marketing programs for senior living communities so I know what you mean about “the feel and spirit of the community.” I visited a community on the east coast this week and felt such a good vibe from the minute I walked in the door. This is either present or it’s not – but it makes a huge difference to my first impression and I’m sure this is true for prospects walking in the door as well.
As a side note, I love the spirit of the work that you do at GlynnDevins. Keep up your great work!
Ken,
Really enjoyed your post. I could not agree more with you. In great communities, you can “feel” something different. Prospects pick up on that “feeling” and “vibe.”
Every detail counts as prospects begin to form an opinion from their first touch point.
Thanks for the post.
Thanks for the compliment Joe. It would be great to identify the factors that lead to this “feeling,” but if you tried to create the recipe I am sure it wouldn’t turn out the same. I think it has to come from people that are passionate and get great satisfaction from what they do and then from strong leadership.
Ken,
I couldn’t agree more. I’m a fine arts teacher at a high school that exists in a community that I believe has so much potential. A non-profit arts group in our community is working to transform the dull high school auditorium into a performing arts center. Do you have any information that proves that improvements and dedication to the arts attracts residents or promotes the spirit of the community?
Thanks.