In tough economic times, competition for residents becomes more intense as senior living communities chase fewer qualified prospects. The knee jerk reaction in such difficult times is often to reduce prices to try to attract residents. This is a strategy fraught with problems.
In order to attract and convert qualified prospects, senior living communities must provide compelling market differentiation. This is a feat that is easier said than done.
Here are three successful strategies that some innovative communities use to provide market differentiation and value:
1. Recent research indicates a strong correlation between a senior's level of activity and engagement and their overall health and satisfaction. Rather than adding new services or investing in capital projects, smart communities focus on encouraging residents to take advantage of existing activities.
2. Typical prospects need 7-8 touches before becoming a resident. Innovative communities regularly communicate with prospects about events at the community that match their interests.
3. Sales visits are the ideal time to demonstrate to prospective residents and their families your commitment to keeping the senior healthy and vibrant through active engagement in community activities.
To support the strategies noted above, many innovative senior living communities have implemented an automated communications solution – such as VoiceFriend – that is proven to increase attendance at activities and is used as a marketing and selling tool to reach new prospects.
Eisenberg Assisted Living Residences in Worcester, MA is one such community that has had success using this market differentiation approach. Notes Vincent Librandi, Executive Director, “VoiceFriend provides a means to differentiate our service offerings and it resonates with prospects and their families.”
Bruce Baron is CEO of VoiceFriend, LLC. For more information on communications solutions for activities, care plans and emergencies, contact VoiceFriend at 781-996-3123 or email sales@voicefriend.net.