Age at Home vs. Senior Housing – Part 4
Seniors may look at their lives and come to the realization that they need to live in a more supportive environment. Together with loved ones they embark on the process of selecting the most appropriate senior housing option. As more seniors take advantage of these supportive options and friends see friends thriving in senior housing this will become increasingly common.
Today, more typically, a senior reluctantly makes the decision under pressure from family. Families see that Mom is not consistently taking her medications and is suffering for it; that Dad is not bathing regularly or eating balanced meals; that Mom or Dad has had a fall while alone.
This is a difficult decision for most seniors. They will move from a place that has been home for many years, a place that is very comfortable, a place with great memories. They will need to rid themselves of possessions, some of which are mostly functional but others that have great sentimental value. There is a loss of independence that ranges from making meals to doing laundry the right way. There is a significant and real fear factor. Will they be able to make friends? Will the food taste good? Will the staff really care for them as promised? Perhaps most difficult is that there is no turning back; it is very rare for individuals to leave senior housing options and return to a private residence.
There are two key opportunities to make the case for senior housing, to make the case for your community:
1. Experience the Love – Community tours tend to focus on the features of the community. Marketing directors spend time talking about how “luxury hotel-like” the community is. As the tour progresses the discussion moves to the supportive services the community provides: transportation, assistance with medication, assistance with bathing, 24 hour emergency response. These are all good and important things but not the most important.
Every community needs to have resident ambassadors who are available to meet prospective residents. These individuals can talk about their own experience, about how much better off they are, how much happier they are in their new senior housing setting. And now the prospective resident has a friendly face to look for when they move in. You need more than one “ambassador”, to avoid burn-out and to match different personalities.
2 Paint Word Pictures – Tell stories from the resident’s perspective, not the family’s. Talk about real residents who moved to your community and became more social, who received a new lease on life; residents whose physical and emotional health improved. Focus on the fears the perspective resident had before they moved in. Talk about how difficult the decision was for the resident. Describe how those fears were resolved by talking about how much better their lives were after they made the move.
Finally set proper expectations, about how long the adjustment typically takes; about how the resident, family and staff can work together to optimize the experience. Be realistic about the role the resident will play in the process.
Next Week: A guest article on financing senior housing projects
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I really enjoyed this article. When taking a tour, it is crucial that you speak with other residents. If you have any objections, those residents will be able to share their stories related to improved quality of life, purpose, peace of mind, and safety and security.
Keep up the great articles!
From Linkedin Groups:
As long as communities focus on what “seniors need” rather than creating an empowered environment that prospects will find attractive, we will continue to perpetuate a perception that later life is a time of decline and dependence. The article implies that older adults begin considering community living because they are losing independence. In reality, they perceive the community itself as a threat to their autonomy and choices…independence. Do members lead the tours and interact with prospects? Do members have control over programming decisions? Budgets for some events? Are their multiple opportunities for “meaningful” leadership? Do the stories focus on the Why or just the What and How? Frankly and empowering environment will attract way more prospects than a supportive one…and they will be happier when they arrive.
Posted by Richard Ambrosius
From Linkedin Groups:
I think it’s a great idea to have ambassadors. They can really talk to the seniors you’re trying to attract and add credibility to everything you say about the community. It’s goes beyond features and benefits to talk about what life is really like there from someone who’s experienced it.
Posted by Carolyn Frith
Great article! It’s the stories of happy residents that gives prospects confidence to take the plunge. I wrote articles on senior homeowner’s and assisted-living resident’s lives, then pitch them to local papers. It was a great way to get the public aware of how great these communities are! One dear lady I interviewed was 91 and previously had no intentions of moving to assisted-living. Later, she called the move, “a new beginning.” She even found a handsome soul-mate to share her love of music and art. These are the stories that will encourage older adults and their families to give it a try.
From Linkedin Groups:
So true! Real stories about real older-adults who successfully made the move and love their new communities are what brings in more clients in and gives them confidence to make the move. I wrote abbreviated life stories with just a mention of their new retirement homes which I pitched to local papers and magazines. It was highly successful.
Posted by Karen Everett Watson
From Linkedin Groups:
Thanks for the post Steve. We’ve found some of our Leasing Specialists favorite assignments have actually been Senior communities. (Even compared to leasing on some fabulous, hip property in NY or LA!) The senior residents love to “take care” of the office staff and come by to chat or bring treats. It is actually great for everyone.
I think the trick is to speak directly to the prospect – not just to their family member – to understand their needs and their fears. Be patient – you may have to measure a window or wall three or four times, just to make sure that dining room table will fit. I also agree 100% with utilizing happy residents to be your best ambassadors.
Posted by Monica McConnell
I could read a book about this wtiouht finding such real-world approaches!
This is a great article. I love sharing stories with a potential resident. During a tour, they are given an opportunity to visit with other residents to allow them to get an honest view from a resident that has had experiences much like their own. I am proud that my facility is not a “luxury hotel-like” but instead a family oriented environment.
Posted by Ana Khan
From Linkedin Groups:
All true! As the community sales leader for cedar woods, grascious retirement living by iday Retirement, I can add that the folks at Cedar Woods have expressed that they should have made the move sooner!
Posted by Lisa Basque
From Linkedin Groups:
One of the most successful times I had with a client who was entering a facility because of health issues was when there was a resident ambassador who came and took him under her wing and showed him around the facility. She introduced him to residents and did it for over a week. It really helped him to feel welcomed.
My mother resisted going into a facility and felt she was too young. We told her it was not about age but condition and all of the neighbors who lived around her had passed away. Within a month, she was happy to be where she was because she was receiving regular meals; had a nice apartment that wasn’t too much to keep up with and she could socialize anytime she felt like it. She admitted to us that she was glad that she had moved.
Posted by Diane Keefe
From Linkedin:
In our community, we don’t have the luxury of furnished model apartments, so I have a group of residents that love showing theirs. Not only are prospective residents able to tour an apartment that shows furniture setup possiblities, but they also have the opportunity to speak with actual residents about their experiences in our community. And many times, the touring senior will ask our resident a question that they don’t feel comfortable asking me. I’ve learned alot just by listening.
Posted by Kim Michaelsen
From Linkedin Groups:
It’s always a great idea to use “resident ambassadors”. If the opportunity presents itself, I always sell the notion of a short-term respite stay to “try out our assisted living community”. When we can get a resident to consent to a short-stay we are almost certain of closing a permanent stay. We make the respite stay like a “special cruise experience” with personalized meals, activities/outings and lots of individual attention from staff and residents. We furnish the respite apartment with “all of the comforts of home” so that the resident simply needs to bring their clothes and move in for an exciting stay!
Posted by Sharon L. Sellers, MBA, MPH
From Linkedin Groups:
So many home care companies tout staying home as the best option . . . and really, for some families, it is a good option . . . I always include discussion about home as an option . . .but home is often NOT the best option, no matter how great the family for several reasons:
1) Many times, families cater too much to the aging senior, and do not feel comfortable pushing them to do things that may be more difficult than they used to be. Often there is anger and frustration on the part of the senior, and the family, hesitant to add to the frustration, will allow the senior to refrain from pushing themselves to do things that they still should be able to do. In one case I placed, the aging gentleman was very cranky and refused to walk . . .and with the loving insistence of the caretaker in the personal care home, he was up and walking to the dinner table with his walker in three weeks.
2) Staying home often means there is a compromised care situation. Sometimes the spouse or adult child hires home care for the daytime hours, but then has another full time job in the evening, caring for the senior, after a full day and often when they are exhausted as well. Too often, something catastrophic happens before families realize that it is too much – both for the safety and health of the senior, and the spouse or family member.
3) Sometimes, a senior adult, in spite of their initial resistance, feels more comfortable knowing there is awake staff around at all times, specifically trained to respond to their needs and react in an emergency. They may not admit it at first, but sometimes this is the case.
4) Outsourcing the care lets the relationship remain intact, without the loss of dignity being fresh in the mind of the adult child. The adult child is free to just be the child, and the parent is free to still be the parent. For some seniors, having their child care for their most basic needs is overwhelming.
Placement into an assisted living care situation can be the best choice, instead of home.
Posted by Alane Roberts
From Linkedin Groups:
Everyone should have success stories in their pocket to decrease the fear of moving to a senior community. Not only for the family members, but the actual person who will be moving into the community.
Posted by Clinton Lawhorn
From Linkedin Groups:
Question: In your opinion, how do you know when a patient has stayed in the home (even with the helps of Home Health Aides) too long, and needs to be placed in an ALF? What, in your opinion, is the barameter to measure these patients by, and how can I help my patients prepare for the transfer from their home to and ALF?
Posted by Lauren Turner