Only read this if you are struggling to fill beds . . . I find myself in a state of wonder at how frequently research tells us the way we have always done things is sub-optimal. . . or how often something that seems intuitively like the right thing to do is really the wrong thing to do. I tour a lot of buildings and mostly when I go in those buildings I identify myself as either someone from Vigil Health Solutions or with Senior Housing Forum. One of the questions I always ask the executive director is how things are going, and depending on how they respond, I will probe a little deeper about occupancy. Once in awhile I will be told they are full or that they are really hurting and I assume that in those cases they are telling the truth. More typically they will say something like this. “We are not doing too bad . . . we have a couple of available units.” Sometimes that is a true statement, but often it is cover for the truth which looks more like this: “We have a bunch of empty units, and I don’t know what to do about it. I am terrified to admit it. The vacancies are blowing my budget and making me look bad to my management.”
The Solution
I would like to offer you a counter intuitive scary way to make it better. If you are hurting for residents, tell everyone. Tell your residents, tell you family members, tell your vendors, tell your referral sources. Then ask them for help.
The Fear
The obvious fear is that people are afraid of being associated with something that is failing and that in telling people that you have vacancies is like telling them you are a failure which will make things even worse.
The Truth
The truth is that while we all love to be on a winning team or fans of a winning team, we seem to be hardwired to help and root for the underdog. Telling your customers . . . really everyone, will get them thinking, talking and working to help you fill your building. They will not want you to fail.
Some Caveats
This technique will only work if the following things are true:
- You have to have a nice, well kept community
- Your staff have to be well liked
- You have to be well liked
- You must be willing to accept suggestions, without making excuses for why you are not already doing whatever it is that is being suggested. – This does not mean you have to do everything suggested, but you need to take it in.
- If people point out problems that are legitimate you need to fix them and fix them fast.
I would love to hear from you to see if you have tried this and how well it worked. If you take it on, and would like to report back in a few months, It would be great to do a success story.
Related Links: The story that inspired this one: INC: Business In Trouble Tell Your Customers The Most Effective, Least Used Closing Technique Steve Moran
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From LinkedIn Groups
It’s worth a try but the approach might scare people away for fear that the place will close.
By Lorie Eber
From LinkedIn Groups
If you offer a assisted living facility, senior services, day-care, caregivers, senior center, or area agency, there are many different ways to draw in potential clients. Why not set up a Evening-Daycare or daycare-at-night program those with dementia. Alzheimer’s Day Care at Night blog provides a guide to establishing Evening-Daycare. http://alzdaycareatnight.wordpress.com
By Dave Mainwaring
From LinkedIn Groups
You are so right, Steve. Word of mouth is the most powerful marketing. Seniors are making life decisions, and they want to finish strong and with dignity. Who better to refer them to a CCRC like Montgomery Place or another community than someone who is trusted like a friend, family member, former colleague or client.
Now experiencing the largest population of retirees in history, US retirement communities must think more competitively. Introduce yourselves to local companies, schools, government offices, and civic groups. Network with physicians, financial planners and real estate agents. Inform them that you have nice apartments available for immediate occupancy — AVOID USING THE TERM “UNITS.”
Certainly there are other factors involved with low occupancy. Many seniors find security in hanging onto their money, rather than spending it on the more comfortable and secure living that a Continuing Care Retirement Community can provide.
By Montgomery Place
From LinkedIn Groups
Our residents are our most persistent marketers. They constantly tout the good life that we offer – “the Elmhurst Difference” in great senior living. We have residents who volunteer to join us as we participate in senior living events at malls, manning our displays and talking with those who stop by. They also have provided testimonials as our executive director speaks to trust officer groups, and on panel discussions when we have speakers on-site. Our staff also does a great job in encouraging friends and relatives to take a tour. We also ask our residents to drop off our new brochure to their physicians’ offices, as well as to their beauty shops. People often don’t know what they don’t know – so we do all we can to educate them!
By Marilyn Mull
From LinkedIn Groups
I’ll go to my grave saying the best way to get new residents is to bring people into your community. Show off what you have. Take care of your residents, and they will take care of you. Same with staff. Take care of your staff and they will take care of your facility.
I am lucky. I work for someone who doesn’t push for numbers, only for great resident care. Word of mouth is filling up our building. Local doctors endorse us, not because I take cookies and brochures, but because we deliver excellent care and help the doctors take care of their patients. It is not an overnight process, but it is solid.
By Judy Taylor
From LinkedIn Groups
Also, make activity programs public and invite the public. Get them in your building. Make them feel welcome. Smoother them with love!
By Judy Taylor
From LinkedIn Groups
Judy, we have done a number of public events at Elmhurst. In May, we are hosting a 55+ workshop to ask the question “Are your ducks in a row?” We have speakers on the topics of financial and estate planning, personal safety with a police officer, a pre-planning funeral planner and our exec director who will cover all aspects of the daunting downsizing tasks. We have had holiday open houses with a visit to Santa and Mrs Claus and live carolers and a tour of our Victorian mansion and additions with 22 Christmas trees. We host CEUs for social workers that include food and a tour and open our house for monthly meetings for civic and social groups. Hopefully, this will continue to open the public’s eyes to our affordable and unique senior living residence.
By Marilyn Mull
From LinkedIn Groups
You made some very good points. I just don’t think that many places are going to be able to admit that they need to “fix” some things before they will have a great word of mouth marketing situation. With the home care service which I was a co-founder of; we always hired our care companions by word of mouth and also most of the clients were word of mouth. Because of the way we treated our staff, trained our staff, supported our staff, and continued to train our staff…the company continues to be one of the best companies in West Michigan. People want to work for and have care services from Leaves Personal Care Services, LLC and I can’t blame them. There is one very important ingredient of an excellent company or service organization… they mentor and build up others in the profession as well. They don’t keep secrets and try to say they are the only one who is the best…they are service oriented the word about them goes out everywhere without pushing it! I like to learn from everyone else, so I love to network, go to conferences whenever I can, and present as well to encourage others in the field of dementia or memory care. Reaching out, listening to others, sharing ideas…this will get you noticed. However, it is very obvious when we don’t have it all together, so don’t try to play the cover up, to downplay the need to change and continuously improve. Thanks for getting everyone thinking…this is great! Jan
By Janice Dressander