Conducting some research, I discovered that the month of July is designated to celebrate or create awareness for a lot of different things. National Ice Cream Month. National Hot Dog Month. National Grilling Month. Then, as I looked through the list, there was one that those in the field of senior living can relate to both professionally and personally.
July is also Sandwich Generation Month. If you’re between the ages of 40 and 60, raising your children, and taking care of a parent or perhaps both parents, you’re part of the Sandwich Generation. So with a bit more research, I learned there are 20 million Americans who fall into this category, with 7 million of those caring for a parent from a distance. Being in the middle means dividing your time to help your aging parents, while also ensuring your children have your attention. Oftentimes this includes a financial commitment.
Senior living communities provide a wonderful option for families that may be stuck in the middle. Marketing to adult children helps educate them about their alternatives, and gives them a conversation starter with their parents. What do you do to reach out to this audience?
I also came across a very good video that shows the story of one family and how they’re coping with being in the Sandwich Generation. I invite you to watch it.
Millions of middle-aged Americans are caring for their children as well as their aging parents. When filmmaker-photographer pair Julie Winokur and Ed Kashi took in Winokur’s 83-year-old father, they decided to document their own story. See the project at http://mediastorm.com/publication/the-sandwich-generation
I recently directed a video shoot at a senior living community and had the pleasure of getting interviews from residents. This particular video shoot wasn’t “scripted,” but rather we were seeking to get a more genuine, casual feel from those we were recording.
The responses we got about life in the community were almost as if we did script them. We know that living in a community provides residents with so many opportunities to stay active and involved, form new friendships, etc. However, there’s something very authentic about hearing it from them personally. And boy, did they do a good job!
The residents we talked to are so happy with their decision to live in a senior living community. They appreciate the many services and amenities, and like telling everyone about it. And getting that endorsement to share with others goes a long way toward perhaps bringing in the next sale.
We all like to buy something, rent something, and try something that our friends or people we admire give a thumbs up to. We like it when others go first and then say, “You need to do this, too.” Residents like giving testimonials because they can help others see what a great decision they made and how happy they really are. Testimonials aren’t anything new in marketing to seniors. But this serves as a reminder that it’s a timeless tactic that can really work.
My favorite line of the day from one of the residents is, “I think all the staff must have had some training, because they’re all so friendly here.” Whether on camera or just through a quote in an ad or news release, nobody states it better than a resident living the life. They truly are naturals.
It isn’t uncommon for us to hear about residents at senior living communities who live in independent living apartments and continue to work. It seems that more and more older adults are discovering they can still live a very active lifestyle in the professional world, while simultaneously enjoying all the services and amenities of a senior living community. And now, a recent study touts the virtues of older adults in the workforce. ABC World News aired this story, which is definitely worth checking out.
How many of your residents are still part of the workforce in some capacity?
There was plenty of talk about customer service at the Aging Services of California conference last week. More communities are looking at how they can make the senior living experience even more enjoyable for their residents. To make it work, the culture among all staff needs to be of service and hospitality.
A representative from Southwest gave a keynote opening address, in which he talked about how attitude plays a huge role in satisfaction and success. One would think that’s the mantra for all airlines. So ironically, I witnessed an example of very poor customer service and attitude as I was flying home on another carrier. After the plane was loaded and waiting to push back from the gate, a woman moved up six rows to an empty seat next to some people she knew. The flight attendant told her she would have to move back or charge her extra to sit there because it was a seat with more leg room. Mind you, the seat was empty! Other passengers, including myself, watched and were in disbelief that she seriously would not let the passenger sit in an empty seat. What an example of a poor decision. I’m sure the flight attendant was “just following the rules.” Imagine if she was empowered to just let it go. Let the woman sit with her companions.
So in the world of senior living, does your staff have the ability to make good customer service decisions? Or are they trained “to charge extra?” What can your team do to take their job to the next level? One of my bosses told me once, “Happy campers buy more marshmallows.” Does your community have happy campers because your staff has taken the extra step? Just something to ponder!
This past weekend, my wife and I spent a weekend with our daughter at the university campus where she’ll be attending this fall. As we were walking on campus, I remembered a commercial I saw years ago with a college touting that if a student chose to attend there, they would “be a name, not just a number.” The point was that, even on their large campus, the faculty and staff take the time to get to know the students.
So that got me thinking. When it comes to senior living, are your residents more than “just the couple in apartment 3B?” Often older adults fear they may become anonymous among all the people in the community. What programs do you have in place to make sure that doesn’t happen?
Some organizations have implemented hospitality-type programs. Staff is encouraged and empowered to get to know the residents better. In some cases, maybe even stop for a few minutes to play a quick game of cards. When new residents move into your community, how are they welcomed and introduced? I once spoke with a community that conducted mini ribbon-cutting ceremonies when their new residents got settled.
I’d be interested to learn more about how you make sure your residents “have a name” and aren’t “just a number.” Ultimately, it becomes a selling point and a deciding factor when making the move ─ both for young adults entering college and older adults moving to a senior living community.
Conducting some research, I discovered that the month of July is designated to celebrate or create awareness for a lot of different things. National Ice Cream Month. National Hot Dog Month. National Grilling Month. Then, as I looked through the list, there was one that those in the field of senior living can relate to both professionally and personally.
