Why is senior living so hard to sell before someone experiences it?
In this clip from Pivot with Pettit, Bill Pettit and Mitch Brown talk about one of the industry’s biggest marketing challenges: helping prospects understand the lifestyle, connection, and quality of life that often only become clear after move-in.
It’s the familiar story — mom worries about the cost, the adult daughter sees the value right away, and a few months later, the new resident wonders why she waited so long.
For operators, marketers, and sales teams, this is the gap to close: selling a lifestyle people do not fully understand until they live it.
Watch the full conversation HERE.
We’ve always done a crappy job in this business helping people understand why this lifestyle is so much fun — why they age better and why, overall, they have a better life — until they actually experience it.
How many times have you toured one of your buildings, like Merrill Gardens, and you’re watching the prospect, the daughter, and mom walking through?
And the mom says, “Oh no, honey, this is very expensive.”
And the daughter says, “Oh mom, I’d move in here tomorrow.”
Then, two or three months after mom moves in, she says, “Why the heck didn’t I do this sooner?”
The only people who really understand why active adult is so appealing are the people who live in the communities.
