A real-life story about how one resident moved a community to the top of the consumer review site senioradvisor.com
I puzzled over the title of this article and almost changed it because it sounds a bit like one of those come-on pitches for a webinar that is really nothing more than a 45-minute commercial or maybe one of those teases to get you to download a white paper, where after giving up a huge amount of personal contact information you get squat.
The title is good and the story is legitimate with no request for personal information at the end. It is just a remarkable story about how one senior community and one passionate resident were able to leverage online reputation sites into a 50% reduction in their vacancies and put them well on the track to 100% occupancy.
The Story
I almost labeled it a case study but somehow that title would have missed the intense passion behind the story.
Rollie Henry was living in Baltimore and his life was going just fine until he had stroke. His daughter flew in from Portland Oregon to care for him with the end result being that he moved into an assisted living community where he was miserable and not making any progress in recovering from his stroke.
His daughter convinced him to pack up and move into another assisted living community in the Portland area where he fared no better. His daughter went looking for a new setting that was closer to her home and, by accident, she stumbled across Cherry Blossom Cottage.
Rollie made his last move.
Over the course of just a few months, he experienced an amazing and rapid recovery from his stroke. The improvement in his quality of life was so dramatic that he credits Cherry Blossom with saving his life.
As Rollie’s life normalized, he realized that this smallish 40-resident assisted living community had 10 empty beds, something he found to be unbelievable given the quality of care he had received. He was amazed that Cherry Blossom was not full with a waiting list. He set out to fill every bed.
His first step was to explore Cherry Blossom’s web presence. What he discovered was that Cherry Blossom was almost impossible to find on the internet. As part of his investigation, he also discovered consumer review sites like SeniorAdvisor.com and Yelp. At first, he simply wrote a review and posted it. He then came to realize that at sites like SeniorAdvisor.com the more reviews a community received the higher its placement the search. Knowing this he set out to gather as many reviews as possible from fellow residents.
His process was quite simple. He would sit with a fellow resident and help them create an account (if needed) and then allow them to dictate a review which he would then post.
Effectiveness
To understand how effective this effort has been, go to SeniorAdvisor.com and do a search for Assisted Living, Portland Oregon and you will discover that Cherry Blossom comes up as the very first community, because it has the most consumer reviews. This is a remarkable achievement, ranking this 40-resident community above big powerhouse senior communities. In addition, since Rollie started the campaign, Cherry Blossom has reduced their vacancies from ten to five and they are well on the way to that 100% occupancy goal Rollie set out to achieve.
First Steps
1. Claim your listing at SeniorAdvisor.com and the other consumer review sites.
2. Review your resident role to see if you have a technology savvy Rollie who can take on this project.
3. Sit with your residents and families and help them write a review (but don’t write it for them). A little of my interview with Rollie
How many reviews do you have?
Steve Moran
Steve, great article and you are doing great things for the industry. I don’t know if you realize, but I think SeniorAdvisor.com is A Place For Mom (APFM), a placement referral company. What I read in one of your articles questions how placement agencies can be biased towards certain facilities. Thus, not giving residents options that are in their best interests.
I think there is still an issue with sites that rate online as they can easily have facility owners (or it can even be the rating website) make false reviews. This is a big issue with online reviews and there are a lot of studies showing this to be true. With the Baby boomer and Senior population, how many really rate online? Out of the real reviews, there are absolutely fake ones. 1) the facilities trying to make their reviews better 2) the rating website trying to put fake reviews so people will come and visit their site. Maybe some sites are good and I’m totally wrong. There is still the skepticism of the Internet and real people
Bottom line, if APFM owns SeniorAdvisor.com, perhaps there exists a conflict of interest?
Hi Barry,
As Steve commented below, we are indeed starting to see fake reviews – so stay tuned for that article!
I did want to address another point you brought up, about a possible conflict of interest: Although we are owned by APFM, the entire universe of communities are listed on our site and all are highly encouraged to engage with their reviewers, regardless of whether or not they partner with A Place for Mom.
I look forward to seeing your comments on future Senior Housing Forum articles!
Thanks,
Amelia
Steve,
Great story about how one resident can make a difference, but I’m curious, why did Rollie take it upon himself to do this? Did the marketing staff at Cherry Blossom know he was posting his reviews or were they oblivious? Did he also post reviews for the other places where he lived? If so, where and why?
As always, I love your work.
Hi Blair,
Interestingly enough, the reason we found out about Rollie is because we initially suspected his reviews were fake! We actually reached out to the owner of Cherry Blossom, Rebecca Meadowcroft, to let her know we were receiving a lot of positive reviews for the community, and she said “Ohhh, yes… I have a resident going around interviewing our residents for your site.” I believe she was the one who helped him get his business cards made.
Thanks,
Amelia
Working in health and social care sector, I think this is a fantastic idea, It should be promoted in all Nursing Homes and Healthcare sectors….
Steve–Can you verify that Senioradvisor.com isn’t part of APFM? I actually listened to a webinar a few months ago explaining the use of this site and her company is not connected with APFM at all. It would be good to know for sure. Thanks, Jenny
Hi Jenny & Barry:
Yes SeniorAdvisor.com is a part of A Place for Mom. You can read about why Senior Housing Forum is glad to have SeniorAdvisor.com as a partner here: http://seniorhousingforum.net/blog/2013/05/21/has-senior-housing-forum-gone-to-the-dark-side/
Barry you raise some interesting questions about fake reviews and in fact I was just talking to SeniorAdvisor.com about this very issue because they are seeing an increase in fake reviews and it is something I will be doing an article on in a few weeks.
Steve
Hi Blair:
Thanks for the kind words. In your answer to whether or not Rollie has posted reviews on other sites he has. I know for sure he has at yelp, though if you try to go find them you will have to go to the trouble of un-hiding them. I also think he has posted at caring.com, I am not sure if he has at retirementhomes.com.
Steve