Mitch Brown explains one of senior living’s biggest marketing challenges: people often do not understand the appeal of active adult living until they experience it for themselves. Once they do, the question often becomes not why move in — but why didn’t I do this sooner?
Watch the full conversation HERE.
Transcript:
We’ve always done a pretty bad job in this business of helping people understand why this lifestyle is so much fun — and why people often age better and simply live better in these communities — until they actually experience it.
How many times have you toured one of your communities and watched a prospect walk through with her daughter? The mom is saying, ‘Oh no, honey, this is very expensive.’ And the daughter is saying, ‘Mom, I’d move in here tomorrow.’
Then two or three months later, the mom has moved in and says, ‘Why the heck didn’t I do this sooner?’
The truth is, the people who really understand why active adult is so appealing are the people who already live in these communities.
