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I think that the old-school wait list is a thing of the past: a list of people just waiting for an opening to jump into. We need to reinvent the wait list model and see as our best opportunity to cultivate brand loyalty with people who have expressed an interest in our community. While we are waiting on them (rather than vice-versa), we have the opportunity to including them in events and benefits of our community’s lifestyle so successfully that when the ARE ready to make a move, there is no other place they could imagine living.
We need to think of wait lists almost like fan-clubs. Perhaps there is the “gold star corps” of that club who are seriously evaluating a move in the near future, and those can be treated more “aggressively”. However, I see highly structured “three-passes-and-your-off-the-list” approaches only back-firing with the increasingly independent-minded retiree.
Comment by Ron Schaefer — May 22, 2009 @ 7:04 pm
Mr. Schaefer, you make a very good point. While we often (internally) refer to these people as Waitlisters, that word can have a lot of negative connotations. I love the “fan club” idea. Another positive spin we like to use is Future Residents List. This helps establish the fact that they will move-in at some point. It also gives them exclusive benefits and events as you mentioned.
Thanks for the comment!
Comment by Lea Ann Hodson — May 28, 2009 @ 8:38 am