This week I toured . . . sort of 2 senior communities in less than 5 minutes
I need to start this report by saying that I am a very fast writer because I do so much writing. While this is only the second sentence in an article that will be about 500 words long, it will take me maybe 20 minutes to write the first draft.
With the stage now set, I will tell you that it will take me much longer to write this article than it took me to do two visits in Northern San Diego County this past week. (You will see why I use “visits” and not tours.) It went something like this: As I wrapped up a lunch meeting with some senior living executives I asked their advice about getting to where I needed to be the next day. They gave me a couple of options and then, knowing about my “on tour” project, told me that one of the routes would take me by a senior community operated by a large national company that I had not yet written about. That seemed like a plan.
Bums Rush #1
The community had decent signage on a busy road and a quick U-turn got me to the front entrance of the building.
I pulled into the parking lot and I kid you not, there was not a single visitor parking spot. I am not talking not an empty spot, they were just completely missing. I drove to the back of the building: no dice. I finally went out and found some street parking.
I honestly figured this would be easy and fun tour.
It was the middle of the afternoon and there was a big sandwich board sitting on the sidewalk that said “Visit Today”.
I walked in, handed my Senior Housing Forum card to the receptionist, told her I wrote about the senior living industry, that I was not selling anything and asked if I could get some information about their building and have a tour.
She said: “You will have to come back tomorrow, all of our directors are out of the building”.
Me: “Is there no one who can show me around at all?.”
Receptionist: “No, but you can come back tomorrow.”
Me: “Really?”
Receptionist: “I am sorry.” I was not offered a brochure or the card of the executive director or marketing director.
Time: Maybe one minute.
Bums Rush #2
As I walked out of the building I realized there was a second senior community that was right next door, so I walked 100 feet to the next building, handed over my card and gave the same explanation. She paused then told me I would need to make an appointment for the next day because the executive director was in a meeting with the owner of the community . . . . Huh?
This building is part of a small local chain. It also had a sandwich board sign on the sidewalk saying they had rooms available. (No wonder, that is true) I was not offered a card or any other information.
Time: 1 minute
I Don’t Get It
I was not a prospect and let them know that because I want to be respectful of their time and I value transparency. That being said, I am not convinced that in either case I would have been treated much differently.
Shouldn’t you always have someone who can do a little tour, who can talk a little about what a great place your community is, someone who can talk about what great things you are doing for seniors in that marketplace?
Maybe I need to do more of a mystery shop to get a more accurate picture of how consumers get treated and, yet, I believe with all my heart that this treatment in these buildings is reflective of a culture that is not so healthy.
I will tell you that at the two buildings I visited earlier this year that were full or almost full I was greeted warming and had a great experience which suggests that an open welcoming approach to all comers creates the environment needed to win residents.
Steve Moran
Two more things: 1. If you think I am writing about one of your buildings feel free to tell me. I will be glad to tell and, if it is, talk more about the experience.
2. In the next weeks I will be back in Orange County, CA and maybe other parts of Southern California and will do this again. If you want me to hit one of your buildings let me know which one. I will also, in a few weeks, be in both the Portland and Seattle areas. Same offer applies.
I agree that the buildings culture has a lot to do with it. However, I also believe the Marketing Director and Executive Director are at fault for not having a tour process in place.
The Marketing Director is ultimately responsible for implementing a plan in the event he/she is not available for a tour. I have 4 individuals in line who have all been trained in providing an acceptable tour. This list of employees is posted at the reception desk. When tours arrive if I’m not available there’s always someone to fill in. None of us are gone at the same time, but if something comes up in their department that won’t allow them to break away, the receptionist is also trained to tour.
It is stressed that no visitors should ever be turned away! That’s flushing potential move ins down the toilet!
I bet their owners would be interested to know this…Cudos to you for pointing it out! If they use it to their advantage and improve it could make a huge difference for their business growth!
I hope you are right that the owner would care but I am afraid you are more optimistic about it than I am. In the second building apparently someone from the ownership group was onsite and the front desk person had the belief that a meeting between the owner and executive director was more important that meeting with someone who wanted a tour.
Steve
For all the times that I visited assisted living communities, I’ve never heard, “You must make an appointment.” As Angie states, it depends on the culture but in most cases, it’s the marketing director who gave me a tour.
Come visit us in the east suburb of Portland – Gresham. I would love to make sure that we would have a great response to you. Good Samaritan Society-Fairlawn Village
Come to Michigan Steve…. The snow is falling, but the sky is blue and the sun is shining. So are the smiling faces you will see in our lovely state. Let me know you are coming and we might even Bake a Cake!
I worked at a little Assisted Living Community for two years. During that time, I saw a lot. First, there were SOME people who didn’t want to be bothered to give tours. Either they knew we were full and just decided, on their own, that they were too busy, OR they were too lazy to walk around with people wanting the tours. Either way, people got turned away, usually prospective customers. I also saw signs up in the employee “break room” that said we were not supposed to give tours: that we were supposed to take their names and numbers so that the boss or the activity director/sales lady could do the tour. Then we got yelled at for not doing tours. Then again, we got yelled at for doing them. (Inconsistent boss, much?)
So my point is it may have been either lazy employees, or it may have been a boss who wanted complete control….
In my capacity as “resident security,” I also handled a couple of tours when the boss and the activity director/sales lady were off for the weekend and I was specifically told to. I really enjoyed that part of the job, especially when the prospective customer came with the family who wanted the tour. We had one lady who really wanted to move in after the tour, and did move in when we had an opening. She said it was because of the tour she took with me, which of course made me feel good.
I saw more people turned away than people who got tours, though. It always baffled me, too. I would think that in a small community, in a small building as was ours, that every single potential customer would be treated with respect and as though they were already our customers. The boss preached customer service, but I didn’t see a lot of it.
I am baffled by this!
I specialize in 55+ Active Lifestyle Senior Housing where we compete with Independent & Assisted Living as well as All-Age multifamily and Single Family rentals. I shop all the competitors whether to take away a new trick for my leasing “bag”, to find a future team member or to see where I can take advantage of a competitor’s weaknesses. And I run into this same scenario!
Why would any executive allow a single potential prospect or referral to be turned away after the heavy expense of advertising & promotion plus creating a good word-of-mouth campaign? The parking situation is critical as well; maybe the staff could park on the street?
I am based in Orange County and if you would like to compare notes, I will be glad to secret shop the same venues that you shop next week. Maybe your response is fueled by your honesty in presenting that you are not an immediate prospect?
Steve,
If you find yourself in Milwaukee, Wisconsin please visit our Community. We do have a tour back-up plan in place with a reccomended tour route. I even have Resident Care Assistants who give tours on the weekend. They collect the pertinent information for me to follow upon my return on Monday. I follow the creed of every employee should be able to give a tour. I can always follow up with questions regarding financing and pricing, but if you will never get that second first impression if you’re told you have to return. How welcoming is that? Thanks for sharing your insights.
Hi Steve
If you ever come to Canada, please come for a visit and we will treat you to some Canadian hospitality. We would love for you to drop anytime!
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