That Silver Bullet is Really Made of Brass
Sure, everybody says they know there isn’t a silver bullet out there, but this question gets asked persistently.
“Given the current economic environment, how should I change my advertising to persuade leads and prospects to act today?”
The answer is you probably shouldn’t.
We talk to current and future residents almost every day. We’re constantly asking them why they decided to make this commitment and how they feel about it now. And guess what. We’re getting the same answers today that we got 3, 4 and 5 years ago.
The reasons people are attracted to the CCRC model haven’t changed.
- They have concerns about their own health, or the health of their spouse
- They’re tired of taking care of their home and are attracted to maintenance-free living
- They have concerns about becoming isolated and alone and see the community environment as a good alternative
- They want more freedom to pursue what really interests them in life
The reasons for choosing one community over another haven’t changed either.
- Location
- The appearance of the community
- What their specific residence looks like
- What the people around them are like, both staff and residents
- Cost
And they still have to form an emotional connection of some sort with the idea of moving to your community. The decision may take a little longer. The process may take a little longer. But the emotions, the logic, the motivations and benefits remain the same. Ultimately, it’s still about quality of life.
The bullets are the same as they’ve always been – still brass, no silver. So make sure your aim is true and keep firing.
