Your Marketing Reputation – Implications and Promises

Your Marketing Reputation – Implications and Promises

Reputations in Senior LivingDo you and your retirement community’s reputation align?  I love it when I hire a senior living sales person and they say, “I want to make sure this community will deliver what I promise to the customer.”  Then they may go on to share a horror story of a previous senior living provider and how this was not the case.  It’s hard to imagine these sad stories and how seniors can be mistreated.

In today’s world of social media, blog posts and online commenting – operations at senior living organizations have to work hard to maintain an excellent reputation.  Around 97% of a retirement community’s employees are operations (taking care of the residents) and 3% are the friendly faces to increase the occupancy.  Sales and marketing represent the good faith promise of taking care of a senior or someone’s parent in a compassionate, respectful and timely fashion.

I believe longevity of staff plays a key role in providing consistent quality care and services in independent living and Continuing Care Retirement Communities settings.  A well run operational team is even more important in the higher levels of care like assisted living, memory care and skilled nursing care where the senior residents are most vulnerable.

Does the right hand always know what the left hand is doing?

Executive directors (E.D.) and administrators can be the glue that connects operations and sales.  An excellent operations team is a key to enjoying a great reputation of quality care with local hospitals and doctors.  Residents and guests will always speak out about the food quality; this can make or break new sales.  A great E.D. will have operations focus on sales and marketing.  This includes excellent customer service for all senior residents and guests (in every department).  On the other side of the coin, sales and marketing need to accurately represent what the community really provides (don’t promise more than what can be delivered with your licensing).

It’s easy to spot the good quality teams!  Just walk down the hall of any retirement community and see the faces of the employees.  Smiles and happy dispositions indicate that they enjoy their work and have a team spirit.   Sour faces already speak negatively to the quality of care provided for the residents.

I hope you and your retirement community enjoy a good reputation…

Please comment to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.

Diane Twohy Masson is the author of Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at  Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum.  She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email:


  1. Linked In CCRC’s – Continuing Care Retirement Communities

    At Homewood Retirement Centers, I believe we truly do which makes my job as the marketing director wonderful! I am a seasoned professional and this is truly a pleasure to be here!
    By Tina Moyers Boozer

  2. Linked In CCRC’s – Continuing Care Retirement Communities

    For the reputation to align with reality retirement communities must have regular “town hall” style meetings and conduct surveys asking residents for opinions, compliments, complaints, and ideas. If promises are not being delivered, the residents will let you know. Then it is very important for the leadership of the retirement community to make things right and deliver on its promises. Montgomery Place is very good at doing this.

    By Montgomery Place

    • I agree Kevin, survey’s and town halls can give leadership the pulse of what is happening to improve customer service in all departments.

  3. Linked In Senior Care Services Companies

    Great points Diane. As with most communities, but certainly with the senior community, you must follow through with what you say you are going to do. With seniors, if you can consistently deliver, they will refer you to everybody they know.
    By Rick Rodriguez

  4. Linked In Senior Care Services Companies

    All too frequently when I am introducing a new prospective client to a senior’s Community the Marketing Coordinator has left or been replaced again. Just when I think that I will be walking my client across the threshold into familiar territory it has changed once again. It does make one wonder why so many communities have such a hard time retaining quality staff. Diane you make many interesting points on many fronts not only what promises are made to clients but how staff is able or not able to deliver such promises. Marketing coordinators have today me that they spend too much time performing duties that don’t give them time to facilitate what really needs to done…time to engage with potential clients in the efforts of truly delivering on Mission Statements and commitments to promises. Also frustrating on our end as once again the relationship to build and foster a strong professional relationship has to start from scratch. Interesting dilemma.
    By Alison Anderson

  5. Linked In Senior Assisted Living Sales, Marketing & Operations

    Great information Diane! Building your brand and living up to it is job one for salespeople. By Kurt Sima

  6. Linked In Senior Assisted Living Sales, Marketing & Operations

    Everyone in the building drives occupancy and creates excellence. The caregivers in your community “do” what you “sell.” The Executive Director and the owners of the community create the level of professionalism and financial stability. These ideas can’t be overlooked when understanding what makes a great organization.
    By Nancy Werner

  7. Linked In Senior Assisted Living Sales, Marketing & Operations

    Great information. Not all communities support the marketing representative. They are focused on one thing census. A number to add to their reports. So sad but true. I see it all the times. They forget that reputation is more important then census. Once a move in is transitioned on to the next.
    By Madeline Tulipani

    • This is very sad but true in some organizations.

  8. This is what my grand parents looking for, the services that they promised and what they can provide. My grand parents already experience to the other community where in the services that they promise is not the same in actual, it’s sad.