RetirementHomes.com - senior housing

Marketing “Your Community” And “Senior Living” Can Lead To Terminal Failure

aadmin — Mon, 04 Feb 2013 15:16:31 +0000

First off, let me clear the air by saying I am not dismissing the idea of marketing. In fact, quite the opposite, I love marketing! But it is important to know the truth about marketing and how to create an effective message.

The other day I was visiting my parents, and sitting on the kitchen table, was a direct mailer from a nearby senior living community. As soon as I saw the mailer, I had a bad feeling in the pit of my stomach. I knew this community was throwing away good money.

I need to be blunt about something. A successful senior living community is dependent on cash flow, which comes from residents in your market…not from your community.

Can you guess the terminal mistake this community made?

They talked about THEIR community and what THEY do. Success does not come from your community. Marketing is about your prospect’s NEEDS, WANTS and DESIRES and never about your specific community.

This entire promotion was trying to sell the community right in the mailer. There was so much information packed in, my eyes didn’t know where to start. The headline was boring, it talked about features, amenities, the residential care, the continuum care, convalescent care. There was also no call to action, so if I happened to be an interested prospect I would have no idea what to do next.

I’m sorry to say, but seniors and caregivers only care about themselves and their needs. When this community talked about how they have convalescent care, residential care, and lists out the amenities, most people probably tossed out the mailer because they are focused on themselves and what is going on in their lives.

I won’t reproduce the headline, but it went something like, “We Have Assisted Living All Under One Roof” – This doesn’t interrupt your prospects, it isn’t about their needs, and only attracts the person who is currently thinking about assisted living. Then there was an image of a very old man sitting on the couch looking down and reading a book. It was depressing looking at this mailer.

Having a real understanding of your target market, and the sales process of getting a senior to become a resident is crucially important to senior living success. A promotion needs to hit a senior or caregiver right in their emotional hot buttons, and then inspire them to take action.

For example, talk about how a caregiver can get their life back. How they can become a son or daughter again. Go into dramatic detail of the pain they’re experiencing and then tie in the solution with your community. Then offer something good enough to get them to take the next step.

Here’s what I would have done.

Because the senior living sales cycle is usually a long one, a soft sell would get a much better response. The entire purpose of this mailer is to get people to come and visit the community. So a better approach would have been to offer a 4 course meal, to come and see an upcoming event like a quintet, or an invitation to an upcoming class about fall prevention. The entire mailer would have been about the meal, the band, or the class and at the end mention some brief information about the community.

This way, instead of going for a hard sell with cold prospects, you’re enticing them with the “soft sell” of food or music, and getting them to explore. This puts your community at much greater chances of getting your target market to take the next step.

Every exposure should build an emotional commitment between your prospects and your community. Break it down into a multi step process of building emotional relationships, catering to their needs, wants, and desires, and you are sure to beat your competitors who are making the terminal mistake of just talking about their community.

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Senior Living Professionals

Value Engineering Your Interior Design Project

aadmin — Fri, 01 Feb 2013 15:06:45 +0000

As and Interior Designer it is my job to give you great ideas for your buildings' interiors. We do the design presentation and everyone is excited about how the project is going to look. We start construction, we do some renderings and marketing, and then you receive the dreaded call that in construction they ran into a change order from the GC or contractor, and we must “Value Engineer”.

This call then typically means getting rid of all the nice stuff that was presented in the Interior Design package to the client. Right away everyone wants to find cheaper flooring materials, delete the wall-covering accents, decrease the artwork, and find furniture that looks the same but for 50% less. This usually happens in a rush, so construction is not delayed, and everyone reacts fast. I’m here to tell you what you should do and not do when you face this same situation. Reacting fast is not the answer and may get you a building that looks nothing like you signed off to have built. I have been too many site visits where projects have been “Value Engineered” and the interior designer was not involved. Yes- Disaster. Follow the simple steps below.

1. Contact your Interior Designer, Architect, and GC and set up a meeting to discuss the following. Give the Interior Designer a week to prepare to discuss the other items below.

2. The Interior Designer should contact all their sales representatives and see if there is anyway to get finish products that were specified for less. This may mean doing the same carpet with a different backing or yarn system, but you can keep quality and the look. At the same time the GC should be working with all the sub-contractors to see if they can tighten their labor bids. Another option when it comes to finishes is to go simple and less expensive in non-common areas. Keep in mind flooring is the foundation of the design, and usually is the one material that stays in a building the longest, so you want to keep quality flooring in key areas.

3. Have the interior designer go over the quality difference on items such as vinyl plank, vinyl tile, and sheet vinyl. Sometime terminology on these items can be confusing and you need to make sure they are going to last in the environment they are specified. An easy switch to make it vinyl tile that looks like stone –VS- porcelain tile. This can save a lot of money. If tile is required per code in your state then do the plumbing walls only in designated spaces as needed.

4. Paint can be fun and decorative, so it is ok to delete some of the wall-covering accents. I suggest us fun paint accents, and to keep textured wall-covering accents only in a lobby or reception area.

5. Plastic laminate is ok to be used on work surfaces and is available in some fun inexpensive patterns. Use granite and engineered stone only on transaction counters and areas where food equipment may require a harder material. Never let anyone talk you into cultured marble or plastic laminate for food service areas, it will not last a year. There are new cultured marbles on the market that look like granite and natural stone that can be used on vanity tops for half the cost.

6. See if there is millwork in the project that is not necessary in areas that will not be seen by the general public. This can be hidden money when you need $ to keep items in your lobby and reception areas. See if there is a cheaper wood in your area. By using a species that is more abundant in your area you may be able to save money. Look at options of pre-finished doors and millwork that may be less. Also look at the price difference for painted wood –VS- stained wood. Also is there a space that the cabinetry can be replaced with a furniture piece for less, a perfect example of this would be a hospitality station could be a console server –VS- cabinets with a countertop.

7. Artwork is important, so look at changing out the framing with your designer and art consultant, or going with less matting, or different glass. Buy only stock prints –VS- originals or expensive prints. If you still have to decrease the budget, work with your designer to designate an area for resident artwork, or local artists to display work. Recently my daughter’s school did pieces and they took the top 5 in each class and had them framed and installed at a local medical building. The staff said they got more comments on that art than the old art prints they use to display. It also can be beneficial to work with the local historical society to see if they would like to display pieces and work and change it out monthly.

8. Look at less expensive signage that still goes with your design and brand.

9. Lighting is important to any project, and I suggest you keep the decorative fixtures, but ask your lighting consultant to make suggestions for areas like the units, storage, closets, secondary spaces, and areas the public does not see. One thing to keep in mind, do not value engineer the over-bed light in the units, this can be an eyesore to a great design.

10. Furniture can be the most tricky when trying to cut dollars. My advice is make sure the replacement is still ergonomically correct for seniors. Stay with a protective finish such as Crypton with a less expensive pattern. Find ways to keep the best fabric in each space, and re-select the accent pieces or the actual manufacturer of the furniture to get the same vision.

11. Window treatments can also be tricky. Simple sophisticated valances can be a nice replacement for drapery. Sheers in common areas are going to be less than faux wood blinds or solar shades.

Most of all work with your design and construction team as a group, when these items are looked at together, the outcome is sure to be one you are happy with.

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Connecticut Retirement Community Holds Holiday Toy Drive

aadmin — Wed, 05 Dec 2012 13:55:56 +0000

The annual holiday toy drive benefiting the Southbury Needy Fund was a great success for The Watermark at East Hill Connecticut Retirement Community.

New and unwrapped toys for children in the community were generously donated. Tax deductible monetary donations were also accepted to acquire college books for students faced with the high cost of text books.

Michelle Bettigole, Executive Director of the Connecticut Retirement Community told ConnecticutPlus.com that she was delighted to have its residents, guests and associates contribute to this holiday toy drive. “All of us at The Watermark at East Hill would like to extend a big thanks to those who participate in the toy drive, helping to make the holidays special for those in need.”

The Southbury Needy Fund is a year-round support fund for families in need. One hundred percent of donations support local families.

The Watermark at East Hill offers a full spectrum of care: assisted living, nursing care, Alzheimer care - in one retirement community. Also, it houses Watermark University, a senior learning institute with a variety of innovative brain and body fitness courses - computer, cooking, art, music, literature, Yoga, Tai Chi and more.

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Senior housing facility visited by tiny horse

aadmin — Mon, 14 Dec 2009 13:04:08 +0000

Recognizing that some elderly men and women in senior housing facilities feel their lives aren't exciting enough, one Virginian began visiting a center with a friend.

Deborah Robinson, owner of the Teeny Tiny Farm in Surry County, frequently brings her miniature horse Tinkerbell to an assisted living and memory care home in Williamsburg, according to The Virginian-Pilot.

Robinson's business offers traveling pony rides and petting zoos, and Tinkerbell's job is to raise the spirits of the seniors in the Williamsburg facility.

The mini horse is 6-years-old, reports the publication. She is 27 inches tall at the withers, which is located at the bottom of her mane. "I've never seen one like that before," one of the home's residents told the news source.

For a horse to be considered miniature, it cannot be taller than 34 inches, according to the American Miniature Horse Association.

Residents of the center get to interact with Tinkerbell by feeding her red grapes and petting her head. Some of them lived on farms before entering the memory care facility, and Robinson hopes being around Tinkerbell helps them remember their younger days.

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Addressing independent living issues

aadmin — Fri, 11 Dec 2009 13:04:17 +0000

For many seniors, having a driver's license makes independent living possible, but some elderly motorists may be unfit to get behind the wheel.

By 2030, the baby boom generation could be responsible for up to 25 percent of all fatal car accidents, according to AAA. Today, there are plenty of seniors who exercise an appropriate amount of caution while driving, but other elderly men and women believe they are capable of responsible motoring even though they aren't.

"I think it's important for the adult children to ride with their parents as passengers at some point," Patrick Baker, a geriatric specialist in Cleveland, told NBC.

"Adult children almost always take their parents to the doctor or whereever, so they don't really know how mom or dad drives."

Factors such as arthritis and eye conditions can slow reaction times, says the news source. Such health issues can present a dangerous problem for both seniors and other drivers, so it might be a good idea for elderly individuals to assess their ability to safely operate a car.

In 2008, there were more than 34,000 fatal car crashes in the U.S., according to the Fatality Analysis Reporting System.

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Seniors in retirement living situations asked to engage with their community

aadmin — Fri, 11 Dec 2009 10:04:08 +0000

Many seniors fall into a comfortable retirement living routine but after the death of a spouse or close friend, some seniors might feel lonely or isolated from their neighbors.

Though many programs ask citizens to reach out to elderly members of

their community, a new campaign does the opposite and asks seniors to use their wisdom and experience to enrich the lives of those around them.

Recently, Chicago Governor Pat Quinn launched a new initiative, declaring 2010 to be "The Year of the Engaged Older Adult."

The program is designed to encourage older adults to lend their expertise to others in order to strengthen the workforce and boost learning in the Chicago area.

"The initiative will help increase the number of seniors who participate in volunteer activities in Illinois, allowing them to contribute their talents and expertise to benefit their communities," the Governor said.

By promoting civic engagement, the program might also help seniors who are likely to benefit from an active living experience.

One doesn't need to be a senior to become involved in their town or city. And seniors who live in assisted living communities might benefit from regular visits from community-minded citizens.

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The demand for Alzheimer's care continues to grow

aadmin — Fri, 11 Dec 2009 10:04:08 +0000

After being open for only one month, the Windsor Place of Wilmington, a Boston-area retirement living community, reports that it's already 25 percent full.

The residence boasts 55 staff members, and a host of suites designated specifically for those who are suffering from Alzheimer's disease.

When the residence is at capacity, they expect to employ approximately 70 employees.

The community claims to have attentive personal services, comfortable apartment homes and caring staff. A similar living arrangement might be a logical next step for a family member that is currently receiving homecare.

Though many seniors and their families are benefitting from the Alzheimer's care, the community's pressing need for the services highlight how prevalent the condition has become. According to the national Alzheimer's Association, more than 5 million Americans suffer from Alzheimer's disease or a form of dementia and that number is expected to increase by 10 percent in 2010.

"We're delighted to expand our family business to meet the acute need for assisted living and housing for seniors with Alzheimer's and related disorders," said Dennis Sargent, executive director of Windsor Place. "And it's also gratifying to create new, skilled jobs for area residents at a time when they are sorely needed."

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Online gambling could improve the quality of retirement living

aadmin — Fri, 11 Dec 2009 10:04:08 +0000

Some seniors may feel as though computers and the internet were designed for younger people, but one survey suggests online activity can improve the quality of retirement living.

The University of Pennsylvania and Penn State University recently conducted research and discovered that many elderly individuals enjoy online gambling.

The survey involved nearly 1,000 seniors, of whom 70 percent said they had participated in some form of internet betting in the past year.

The schools say the results of their work are encouraging, as keeping the brain active is a good way to maintain a healthy mind. Stephen Robinson, a psychology professor, says learning involves mental stimulation, which can help prevent forms of dementia such as Alzheimer's disease (AD).

The Mayo Clinic says AD is the most common type of dementia. The disease involves the degeneration of brain tissue, which leads to a decline in memory and other mental abilities. Nearly 50 percent of individuals over the age of 85 suffer from AD, an illness for which a cure has yet to be found.

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Retirement living standards could depend on health care reform

aadmin — Thu, 10 Dec 2009 10:04:08 +0000

Many seniors depend on the services provided by Medicaid to maintain their standards of retirement living, but the results of a recent analysis suggest the nation's support for the program is diminishing.

Eljay, an accounting firm, recently conducted a study that revealed how essential Medicare funding is in providing seniors with benefits and services, especially since financing for long-term care through Medicaid will likely be cut by $4.7 billion in 2009.

"As the already vast gap between the actual cost of providing quality eldercare and what the Medicaid program actually finances continues to grow, Medicare-funded nursing homecare increasingly serves as a literal lifeline to providers and the 1.7 million U.S. seniors under our care," said Robert Van Dyk, chair of the American Health Care Association.

Van Dyk says that many states are being forced to cut the senior population's Medicaid benefits because of insufficient budgets, meaning adequate Medicare funding is becoming an increasingly important aspect of health care reform.

Although Medicare is normally reserved for seniors who are over the age of 65, the U.S. Department of Health and Human Services says exceptions can be made for younger individuals who have certain disabilities.

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Active living facilitated by community members

aadmin — Thu, 10 Dec 2009 10:04:08 +0000

Many seniors who receive homecare, or who live in senior housing, are constantly surrounded by others. But for seniors who are living by themselves, the holidays can be a lonely time. A program in Torrance, California, Be a Santa to a Senior, is making it possible for community members to reach out to those who are in need of some attention.

The program has placed Christmas trees in high-traffic areas like gyms and malls. The trees are adorned with ornaments, and each decoration has a senior's first name written on it.

Participants can head over to one of the trees and pick out a name. Then they can purchase a gift during their holiday shopping and leave it under the tree with the ornament attached.

Volunteers can next prepare the gifts during a city-wide "wrapping day," and distribute the presents to the local seniors.

Many of the community's businesses have contributed to the event, which is now in its sixth year.

"We're grateful for this additional community support so we can help create a brighter holiday for more seniors who are often the forgotten ones at this time of year," Denise de Cock, registered nurse, told Torrance Home Instead Senior Care.

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