The New Comfort Life Report
How It Helps Families Build Trust in Your Community
Last week, the new Comfort Life Reports launched, complete with a detailed reviews portal for each member. Used by nearly 1 million Canadians annually, The Comfort Life Report (formerly known as the “community profile”) is now even more essential to your prospects as they make retirement living decisions.
Initially, seniors and families used it mostly just to find retirement options. Now they use it as a vital reference point, which they consult throughout their entire decision-journey (awareness, consideration, decision), including after they’ve
- …visited your website,
- …attended your tours,
- ...spoken with your sales team,
- and right before their final decision.
What makes the Community Report such a vital reference resource to seniors? How does it help them build confidence in your community after they’ve already heard about you? And, why do seniors turn to it time and again before they decide to move-in?
You’ll find the answers in this two-part look at the benefits of your Community Report.
Part One: How the Community Report Builds Engagement and Trust
Families don’t need another outlet that screams your information at them—they can find that on your branded channels. What they need, and what the Comfort Life Community Report offers, is a way to build the kind of trust and confidence needed to choose you.
The point of view—the “who says”—is clearly emphasized the moment a prospect visits your Community Report. The overview page is not a reskin of your community's website. It's packed with valuable insights from multiple perspectives—ours, yours, your residents, and their families. This is critical as savvy retirement searchers already read your company’s website and marketing brochures. What they need is to build confidence in and trust with you.
The Community Report does this through several key sections, including these two:
- Brand Identity
By answering five carefully selected questions about your community, you showcase what’s distinctive about you and why your prospects should care.
The questions are designed to uncover not just features and benefits of your community, but how you’re unique and how you change the lives of your residents. While the questions are the same for every community, the stories, their focus, and, ultimately, their impact on the minds of prospects are very different.
Your prospects crave these authentic answers.
See live example from Aspira Bolton Mills
- Insiders’ Perspectives
Seniors and their families relentlessly seek information about your community from others. The Insider’s Perspective videos are your brand’s word-of-mouth, amplified. Prospects can relive the life experience through stories we’ve collected from your residents and their family members.
While the content is sufficiently persuasive, what’s even more critical is where it’s being presented. When prospects watch these videos, surrounded by a treasure trove of other authentic insights, they not only remember the facts, but also how it made them feel. This is an important, but often overlooked aspect of marketing that focuses on building confidence and trust with your brand.
See live example from Sherwood House
Comfort Life Community Reports offer prospects exactly what they crave—insight about your community outside of your branded channels such as your website. The collection of authentic stories and insights is further enhanced by the fact that they’re featured on a source they can trust.
The Community Report gives you an unparalleled opportunity to make a strong first, second, and third impression. It empowers prospects to build trust and confidence in your brand throughout the retirement-choice journey.
