Connecting with the ‘Planner’
I’ve shared in this space several times that I rarely visit a community without coming away with some new learning or insight. But sometimes, it’s re-learning a fundamental truth in senior living marketing. That was the case when I was recently touring a community with one of the sales counselors. At one point in the conversation, she said, “And you have to remember these folks are all planners; they’re into the details.”
And there it was, my lesson. I have heard that mantra since I began working in senior living marketing and know it to be true. But hearing it made me think: How am I using that in my recommendations and work with our clients? Are we crafting messages for the planner, and do we position community benefits to meet their particular mindset?
Planners want the facts, they need all the answers, they expect you to have thought through the details and have all the loose ends tied up. If they can think of the question, they expect you should have, too. These are folks who talk value, not price. They’re the ones who want to know about options and expect flexibility. Planners pride themselves on making smart, informed decisions, whether they’re 70, 80 or 90 years old.
Even today, when we see independent living prospects who are older and perhaps a little more need-driven, they still don’t have to make the move. It is up to us to give them good reasons. Incentives, discounts and deferrals may help close the deal, but they aren’t going to win the argument. There is still a need for persuasion, for counseling, for challenging their misperceptions and for moving individuals forward in the process. And while it’s always about the individual and their particular situation, don’t forget that more often than not, you’re talking with a planner. Don’t cut corners, lay it all out, give them the facts and then respect their decision.
Lesson learned, again.
