“I’m not ready yet!”

“I’m not ready yet!”

Don't fight with your prospective residents!How many times have you heard this from people considering a senior living community?  It’s probably the number one customer comment, after touring a continuing care retirement community, independent living or assisted living community.

As a sales person, you sometimes honestly have to laugh after the appointment… The really humorous part is that a significant number of the people saying, “I’m not ready yet!” can barely qualify health wise for the community.  They are shuffling with walkers and canes and may not even be able to tour the entire community before becoming exhausted with fatigue.   You think to yourself, wow, you almost don’t qualify, how can you not be ready yet?

So how do we sell something to someone who desperately needs it?  First, we can’t butt heads with them.  Don’t argue!  Stop trying to talk them into it!  Once you have brought someone’s resistance up, you are in a losing battle.

Objections are one of two things.  Either something we failed to cover during our time (discovery and tour) with them or they simply need more information.   If you wait until the end of your time together to cover objections, then you are battling the prospective resident and creating a stressful sales experience by being a Stressful Sally or Sam.  You can cover objections before they become an objection by using examples of past tour experiences.  It’s the “friend approach” and it’s very effective.

Share a recent story of a resident who was not ready yet and moved into your community at his children’s insistence or another reason.  He or she had fallen several times and they were concerned that even with an emergency pendant in their home, they might not be able to press it and could be laying on the floor for several days (before help arrives).  It gives them a lot of peace of mind to know we have a plan in place to take care of almost any situation at our community.  I would love for you to meet them…

A prospect could not be mad at you for sharing this story!  It is a real story and one that the potential resident and their family has to consider when they go home, because they are not ready yet…  The next fall or hearing about another senior falling will trigger the story in their mind again.  If you continue calling on a monthly basis to check in, they can suddenly become one of your hottest leads…

Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com.  If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net.  Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California.  For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/


  1. True words! The aim of marketing and sales staff is to help the prospect see what fits them. We need to help them see into the mirror and ask the tough questions so that reality can be faced. Some prospects will never find the right time to make the decision, while others need to see their need.

  2. It seems to be about trust and information. They are not ready yet because they think they can do better on their own. But do they really know what it is going to be like on their own, or if they bring care in? Lots of room for education in this arena.