by Diane Masson | Apr 1, 2012
When the decision to move to a senior living community is finally made – the seniors tend to be older and frailer. Many providers blame the economy and accept a lower occupancy as a sign of the times. The days of having someone move in off the wait list have disappeared. So it is time to strategize…
Let’s enter the mind of a senior. Many have experienced painful losses in their stock portfolios in recent years. Depending on the area of the country they live, their home is worth much less than the inflated value they recognized as truth in 2007. Many seniors feel they have lost several hundred thousand dollars and can’t afford to move into a Continuing Care Retirement Community (CCRC) with an entrance fee. Some silent generation seniors are penny pinching again and think it’s less expensive to live in his or her paid off home. Other seniors are just so attached to their home of 40 or 50 years that they can’t imagine living somewhere else.
Yet as they age, day-to-day living can become more of an effort. Many of the responsibilities of their home have to be hired out – such as gardening, yard work, window and gutter cleaning, possibly housekeeping and painting. Many seniors had a do-it-your-self mindset and become frustrated at the quality of workmanship that hired help provides. Cooking a healthy meal for one or two is just too much work and who wants to wash all those dishes? Maybe the laundry room is located down the basement stairs, they live in a split-level home or stairs have become a struggle.
Now they have arrived at your CCRC or independent living door because a resident friend encouraged them to come and see it or an exciting event intrigued them enough to leave their home. This prospective resident is not going to be sold with one visit. First they have to picture themselves living in your community. The first impressions are everything, so the food, the tour, the model apartment and enjoying some of the lifestyle are all vital. This person may need to come to three events such as: a musical event, a cultural event and an educational event. If possible, they need to experience the events in different parts of your community. Hearing testimonials from vibrant residents or having opportunities to interact with lively residents can be very helpful.
Your on-going monthly phone call to this prospective resident should be full of encouragement and discovery to learn what they really enjoy most in life. Maybe they swam at the local pool every morning for 40 years, but now the winter darkness is stopping them from driving. Or maybe they enjoyed his or her subscription to the symphony, but now they can’t drive in the dark and their best friend died. Wouldn’t it be nice if they did not have to “drive” to go to a pool, a gym, see live musical entertainment, enjoy an educational program or share a glass of wine with a friend?
What moves this type of person to give up their home? It’s to have a vividly painted lifestyle that is 10 times better than their current situation. At that point the perceived loss in their home value is no longer a factor. They realize that their home has become a ball and chain and they want the freedom and conveniences that your retirement community can offer them. It can take several months or even a year for seniors to make this decision. A health setback or scare always speeds the process up. Who will they think of first when they are lying in hospital recovering from a hip surgery? Why the community that called them every month and invited them to events of course…
Selling Lifestyle is Key in CCRC and Independent living Senior Sales. Is this helpful?
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 peaked to inquire on Diane’s availability to coach your senior living marketing team (CCRC, independent living, assisted living, skilled nursing or memory care) or have her put on a sales retreat for your organization – please call: 206-853-6655 or email diane@marketing2seniors.net. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
by Diane Masson | Mar 8, 2012
Part 1 described how the lifestyle of long-term care resident was not discussed in the admission process of the skilled nursing facilities I toured. It was so bad that I could not call them communities, but instead considered them institutional facilities.
These were the 10 worst skilled nursing tour experiences that I encountered recently:
1) Not one receptionist stood to greet me
2) No one invited me to sit down
3) I were not offered a beverage
4) There was no sales – just admissions needs
5) They did not talk about the quality of their care
6) No one mentioned how the residents minds would be engaged
7) No activity program or menu was offered
8) Lifestyle for long-term care was not discussed
9) They used terms like facility and diapers
10) No one asked about my mom as a human being and what was most important to her – such as what does she enjoy most?
These would be my top 10 recommendations to discuss lifestyle for long-term care residents in the skilled care nursing admissions process.
1) The receptionist should stand to greet the guest with a warm smile and a friendly greeting.
2) The admission counselor should offer a beverage and invite the guest to sit down to discuss his or her parent’s needs.
3) The counselor should have empathy for the guest by listening to their full story and determine if it is long-term or short-term stay.
4) The quality of the nursing staff should be addressed and how this will benefit the guest’s parent on a long-term or short-term basis.
5) On the way down the hall to show the available bed in a room (semi-private suite is better terminology), talk about how life can be vibrant at the community and mention some of the residents by name.
6) Paint the picture of the live music coming in on a weekly basis, how a sitting room can be place where the guest can visit with their parent in the future and how residents are engaged on a daily basis.
7) Show the activity calendar and share an example which happened today such as — how many residents enjoyed the morning exercise program.
8) Talk about how they can make their parent’s side of the healthcare suite (nicer word than room) more home-like with personal touches and give examples (so many are two-bed suites).
9) Find out what the resident can currently enjoy and what they could possibly do in the future through excellent therapy at your community.
10) After careful listening, give examples of how their parent could be mentally engaged through an activity program, visiting volunteers or caring staff. Give the guest a copy of the activity calendar and dining menu.
No one ever wants to be admitted to a skilled nursing facility. And no one wants to picture their parent trapped in a wheel chair for the rest of their lives with no brain stimulation. So an admission person has an opportunity to treat the family with compassion and care. They can paint the picture of great activities in the long-term lifestyle and bring some hope for the future of the long-term resident and their family. A better admission process – produces better feelings from the family – and can increase your referrals.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. For volume discount pricing or to inquire on Diane’s availability to coach and/or train your senior living marketing team (CCRC, independent living, assisted living or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
by Diane Masson | Feb 27, 2012
After working in senior housing for 13 years, I thought the majority of skilled nursing communities had broken the mold of institutionalized care from the past. After recently touring three skilled nursing communities in one day for my mom, I have changed my mind. The old skilled nursing concept of institutionalized seniors that helplessly live boring lives of eating, bathing and sleeping – still seems to exist. The admission folks did not paint a picture of any type of lifestyle such as: music to lift spirits, social activities to engage the mind or fellowship with other residents, volunteers or staff… I was shocked and discouraged. So in my examples, I have to call them facilities and not communities.
The first facility offered to show me their only available bed. It was down a dark hallway with no natural light. The available bed was the middle bed of three-bed ward. Almost everyone was in bed at 2 PM in the afternoon with the curtains shut. Everyone else was in a wheel chair. The dining room had no chairs. There were institutional lifts and medical carts in the hallway. This tour guide did not mention how my mom could enjoy anything! She did not offer an activity program or talk about the quality of care. All she said was, “You will be lucky to get a bed and take it when it comes available.” I had to ask to see the dining room and had to request an activity program and menu.
The second facility had a slightly friendlier admission person. This person showed us an available bed and then proceeded to talk about the majority of residents wearing diapers. He actually said, “Don’t worry that the two-bed rooms only have one bathroom, most residents don’t use them – because they wear diapers.” What??? Are you kidding me? Why would you tell us this? Then we were shown the dining room with an activity happening – a funeral. We were told they had a monthly funeral for all the residents that were gone. Wow, that sounds like a depressing activity to look forward to every month. I thought he would follow up by talking about some vibrant activity, but he did not. He did not talk about the lifestyle my mom could enjoy, how they keep residents engaged or the quality of the care that my mom could enjoy. I had to request an activity program and menu.
The third facility had the most unwelcoming receptionist. I said, “Hi, can we have a tour?” She said, “Oh, you want a tour?” (In a very bored voice, like maybe we would not want a tour). I said, “Yes, is a tour possible?” She said, “Well — Mary can help you with that, she’s in that room.” She pointed us toward a doorway, so we had to approach the room… They did not accept Medicaid, even though several websites said they did – so no tour was offered.
Several years ago, my sales and marketing office was located in a skilled nursing community. Some residents were very ill, but others led lives with hope and purpose through wonderful activities. I personally saw the joy and loved the ice cream cones served by volunteers every Friday afternoon. The admissions person was a lovely woman who painted the picture of living the best quality of life that someone could with the best possible care.
So my number one question, after touring three skilled nursing facilities, is do skilled nursing communities currently describe lifestyle for incoming long-term care residents? Thank goodness we were not in rush to place my mom immediately, since she is safely in an assisted living community.
Diane Twohy Masson’s top 10 ways to discuss lifestyle for long-term care residents in the skilled care nursing admissions process will be coming in part 2.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. For volume discount pricing or to inquire on Diane’s availability to coach and/or train your senior living marketing team (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. For more information: Twitter: @market2seniors Blog: http://marketing2seniors.net/blog/ Web: www.marketing2seniors.net
