Every senior living sales person should be prepared to answer questions throughout the sales process. The questions that arise about a continuing care retirement community are among the toughest—primarily because of the various levels of services and types of residences offered—from independent and assisted living to skilled nursing care.
As a provider of senior living services, it is most important to ensure your sales staff are fully versed and prepared to discuss the full scope of your services and policies in detail on a variety of topics ranging from fees and refunds to medical and financial inquiries. Large operators go through the effort of drafting responses for their sales staff to ensure a positive experience and conversion from prospect to resident.
For new or start-up senior living communities, it is often challenging to draft policies prior to operation, yet so critical to the sales process. For example, seniors with pets will want to know a community’s pet policy and often delay making a decision until ownership and management have decided—will they allow pets in the community?
Beyond the standard contract and fee-related questions, dining and floor plans, parking and storage questions, common lifestyle questions to consider in advance include:
- What types of activities will be offered? While basic in nature, active seniors and baby boomers are looking for more than water aerobics. Consider offering continuing education by way of partnerships with local community colleges to appeal to vibrant minds who enjoy learning new things.
- Is there a pool? More commonplace than not, a wellness center has become the new standard in senior living, shifting emphasis on staying active and healthy. If you only promote a pool and exercise room, you are not living up to consumer and industry expectations.
- Will transportation be offered? Particularly in the advent of upscale independent living, a full-time concierge who arranges anything from dinner reservations to transportation and pet care is provided in some communities.
- Is the community involved with activities in the local community? Community partnerships offer another channel for seniors to stay active and connected through collaboration with nonprofits, which often have fundraisers that could benefit from senior participation.
- Are guest accommodations available for visitors? Active seniors enjoy visitors. Creating guest accommodations can be a competitive advantage in an increasingly competitive industry.
What is your community doing to gain a competitive advantage?
