I am so tired of having amateur experiences at high end senior living communities.
I came out of ALFA feeling extremely optimistic about the evolution of Senior Living. After having dozens of great conversations with senior living leaders it feels like we are at the beginning of a major paradigm shift that will result in having more engaged residents, families and employees
And then . . .
The day I left ALFA I had an appointment in Scottsdale. With a little time between the end of the appointment and needing to be back at the airport I went looking for a senior living community to visit. Just 2 miles away I found a high end senior living community operated by a national brand that I had never visited.
How It Went Front Desk Person (FD): “Can I help you?”
Me: “I am looking for some information on your community.”
FD: “Are you looking for Assisted Living or Independent Living?”
Me: “I write about senior living and visit various senior living communities to learn more.”
FD: “Oh . . . . . . well no one can help you: they are all giving tours or will be giving tours.”
Me: Verbal silence [Thinking to myself: “Seriously, ‘will be giving tours,’ nothing. What do I do or say now”] I was at a total loss of words.
FD: “I can give you a brochure.”
Me: “Ummm . . . ok.”
Me: “Do you have any vacancies?”
FD: “Yes we do”
Me: “Okay”
Is This Really Okay?
I walked back to my car fuming, frustrated and, more than anything else, baffled. It didn’t help when I opened the exquisite, expensive, folder style brochure and the first thing I found was a form letter from the CEO of the company offering a warm welcome to the community. I found myself wondering:
- Does the CEO know?
- Does the executive director know?
- Does the regional director know?
- More than anything else I mostly wonder how it is that a blow-off, “all but prospects” culture exists.
More Questions
- What if I were a local reporter doing a story on the value of assisted living in the Scottsdale area?
- What if I were doing an exposé like ProPublica or the San Diego Union? I would believe there was something amiss and become sneaky and underhanded.
- Why didn’t this person at least ask me a few more questions to see if maybe I deserved just a bit more attention?
Finally: What if I had been a prospect? Would someone have magically found time?
This Drives Me Crazy
How do senior living communities get so exclusive they think they can afford to not tell anyone and everyone about how great their senior community it?
THESE GUYS ARE NOT FULL! THEY NEED PEOPLE TALKING ABOUT THEM.
This building has rates from $50,000 to more than $80,000 per year. That is expensive casualness. I hope and pray they are less casual about their resident care.
In order to drive to my appointment and this non-tour, I rented a car from the Enterprise counter in my hotel. They got just $60 from me for that one day rental and they treated me like I was the boss.
We must do better than this . . . . and . . . what makes me most crazy is that this is not that hard a problem to solve. And it makes you kind of wonder: if it is this hard to get something like this right, how can they possibly get resident care right?
Steve Moran
Unfortunately, the front desk person did NOT make a great first impression. She obviously assumed way too much when you stated that you write about senior living communities. Personally, I would have asked for the Executive Director. These things happen too often by the self appointed “gate keepers” and it reflects poorly on the community. The intent of the Director Of First Impressions are to offer a positive first impression and unfortunately she failed. More unfortunately, is you did what many others would do and drew a conclusion about care based on this interaction.
“Hmmm, if I had a nickle…!” This is an all-to-familiar scenario for me. Too often, when we mystery shop centers for our clients, this “attitude” permeates many of them from the receptionist to the caregivers.There are so many reasons and so few easy fixes. Having sat in many of the chairs from Director of Admission to VP of Sales, I can affirm that it is not because they do not care; it is a systems failure.Leadership must prioritize their focus and unfortunately sales is at the bottom of the list until their census is in critical failure.
As Veronica says above, this may be the product of what you previously called the process problem (here’s an issue: we need a new process!). It’s a systems failure, less a caring issue.
Perhaps a problem with walk-ins lead to a process lead to this terrible outcome.
Instead of an emphasis on treating every single guest warmly the receptionist is focused on making sure they let the right people in or they will get reprimanded.
I once visited a community in an urban environment, no doubt they have walk-in “challenges,” but was dismayed when they wouldn’t even let me through the front gate. The voice on the call box said “Appointment only” and she gave me no chance to make an appointment. Visit over. Like you say, I could’ve been a sale or someone who could’ve damaged their reputation and they would’ve found out the hard way. Insanity!
Maybe walk-ins are not that prevalent, but if I were shopping for assisted living it is how I would do it. While not true for this community, many times I see sandwich board signs in front of communities saying with some version of “Come on in for a tour today.” so I am thinking walk-ins are fairly common.
Steve
The “Wow Eperience” was not there! No Red Carpet Treatment, no excuses! Passion can be contageous ….. the behaviors mimiced from management that loves what they do.
Hi Steve – I have another viewpoint as to the “evolution” of Senior Living design. As part of my master’s thesis over a year ago, I visited, and wrote a research paper, on the design of many communities in my area. While there are many architectural/design firms that “get it”, there are so many more that are trying to jump on the burgeoning Senior Living market and exaggerating their knowledge and experience in understanding, and designing to physically and cognitively impaired individuals. As a designer/gerontologist/certified dementia practitioner, I am increasingly encountering firms that will not seek out consultation from specialized consultants in this arena in order to help ensure a homelike environment that is safe, secure, and anticipates, as well as addresses,how the environment can help to maintain dignity and independence as long as possible.
To Ann Melite: Ann, what a wonderful and informed note to Steve Moran’s rather predictable experience (it has happened to me as well) as a “walk-in” at the above-mentioned property. (I have a management and a sales & marketing track record in our industry, very successful for some rather ‘swanky’ CCRCs.) An analogy if you will. “He’s the Face of our Franchise.” You bet he is. Our many Million-Dollar Franchise. Extraordinary Landscaping & Grounds Breathtaking Accommodations Brilliant Architecture Administrative & Management and Health Care Center Superb in all ways and all encompassing.The front desk face is the face of the facility. Just like the franchise. And, that face is the connection to all the facility’s wonders. For certain this individual is as knowledgeable as your sales counselor: you know why, because you train her that’s why. She’s the first person in the sales introduction cycle. I agree with you, our industry is flooded with wannabe facilities increasingly ‘popping up’ as crowded adult condominium living facilities –not accredited ACLF models. It would always be both wise and prudent to stay abreast of our increasingly explosive market.
Paul it is clear that I am doing something wrong and asking for the Executive Director is a good idea. I have pretty much decided that I am for the second half of the year going to move to more of a true mystery shopper model and see how much better it will get.
What hurts doing that way is two things:
1. Using my current method allows me to have some great shop talk conversations and I will lose that, though if I am honest, that has only happened a few times.
2. It has some potential to take a salesperson or executive director away from a real prospect.
Steve
Veronica I agree that it is a systems failure. I was talking to my wife about my frustration and she was describing how she used to do it in a 100 unit building she ran.
1. They had no marketing person and so as the ED she was it.
2. If she wasn’t there all of the front desk people were trained on how to conduct a tour.
3. If the front desk person needed to do a tour they called someone from housekeeping who could man the desk.
So simple and efficient.
Steve
Nope no passion . . . or maybe the wrong kind of passion. What is hard for me is that ultimately it is a protective device and what I wish I knew was what she was protecting.
Giving information to a mystery shopper?
Being reprimanded by a sales person for having them talk to a time waster?
Giving information to a potential developer/competitor?
Even if it is someone looking for competitive information they will get it, one way or another. It would see much better to just give the info and move one.
Steve
Hi Ann:
I think design can play an important part in how welcoming a community is.
Steve
Hi Steve,
My first thought was that I would of ask for the Director, but she was more than likely trained by the Director to do exactly what she did. She should of ask you for your card, and at least acted like she cared who you were. If she had chosen to just “passify” you with a little small talk and warmth, I’m sure you would of left this facility feeling much better. Obviously she needs some training and I would certainly write a letter to the Director. Hopefully you will get a response. Curious to know. Please keep us updated.
Hello Steve,
You may have seen this pic but I thought it was just perfect for your article. Made me laugh. It was posted by John Gonzales on May 27, 2014. If you haven’t seen it yet, check it out. It’ under older posts.
I’ve seen the bored/vacant/unavailable for tours syndrome at many larger chains. So when a site/community/company get both the sales and the service focus right . . . they stand out. One Massachusetts family-owned firm stands head and heels over their competitors. The staff at their 5 locations–to a person–are gracious and love their work and speak highly of their facility, their management and their co-workers. Typically, most employees stay for 20+ years. When I’ve asked why this is, to a person they say they feel that they are acknowledged and appreciated, that they feel their work is important, that they are proud to be part of the firm. From the receptionist, to Assisted Living Directors, to Executive Directors, to aides and Food and Beverage staff . . . they are gracious, helpful, and extremely knowledgeable. Many of the employees say that management knows them personally, that their suggestions are solicited, that there are career paths, and that their managers have open door policies.
If I had an aging parent, this firm would be on the top of my list!