Have you not too long ago secret-shopped the senior housing communities in your market place area? You must. You could have additional level of competition than you consider.
Having a specific knowing of the other senior housing communities in your market space normally has been critical in the gross sales and promoting system, but it may be extra critical than ever as this kind of communities proceed to battle to regain occupancy.
Our current thriller shop in a chaotic metropolitan location indicated that excursions were being developing at communities, and lots of are aggressively competing for the very same client in terms age and affordability profiles. This implies that operators ought to communicate evidently what they do (or really do not) offer and how they differ from the other senior dwelling communities in the area.
The traces among the living arrangements in senior housing have been blurring and are turning out to be grayer. Impartial living communities, without having accredited assisted dwelling, convey to possible citizens and their families that more mature older people can obtain assisted dwelling expert services from house well being agencies in their residences with out moving to assisted living. Assisted dwelling communities usually place their base stage of treatment (devoid of personalized care support) as independent living with the means to age-in-spot and entry companies when essential. And, of class, there is the continuum of care that provides all of residing preparations inside the identical neighborhood.
None of this details is new to those of us in the market. But many senior dwelling shoppers and their grownup youngsters do not have the same knowledge and perceptions about the nuances and operating variations amongst the a variety of living preparations, and many may well not comprehend what they truly will need. As a result, almost everything can be perceived to be competition, and picking out the ideal choice can be puzzling and tough for them.
Savvy marketing personnel are functioning really hard to talk a exceptional market place placement for their communities in a way that clearly communicates the gains of what they have to offer you and how their functioning philosophy is diverse and improved than other communities. Mystery purchasing the opposition will give the details and ammunition desired to create your tactic and fine tune your gross sales and marketing and advertising software. You can be sure your competition are accomplishing the very same.
Lynne Moore is president of MDS Investigate Co., a countrywide senior residing and health care consulting company based in Fort Worthy of, TX, that has been serving clients for 48 decades. MDS is a two-era organization Lynne Moore is next in Jim Moore’s footsteps. She is responsible for all MDS industry study-associated jobs involving all elements of senior housing and healthcare. Lynne Moore can be attained at (817) 731-4266 or [email protected]
This column appeared as “You’ve Bought Queries, We’ve Bought Answers in the Oct 2022 print situation of McKnight’s Senior Dwelling magazine.
The viewpoints expressed in each McKnight’s Senior Living guest column are individuals of the creator and are not always individuals of McKnight’s Senior Living.
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From the Oct 2022 Challenge of McKnight’s Senior Residing