LEARN

PERSUADE PEOPLE FASTER WITH STORIES

We're all aware that the decision-making process for senior living and care can be agonizingly long. We’ve heard it directly from users: they’re spending months on our website, considering all their options, and even exploring new possibilities outside their original shortlist. It’s not just a matter of days—Schlegel’s Stephen Bunguay notes that families needing care took an average of 325 days from first contact to move-in. For those exploring independent living, it’s over 400 days.

But what if you could shorten that journey by persuading them faster?

How? Through stories families relate to. As Harvard’s Nick Morgan says, “Stories create 'sticky' memories by attaching emotions to things.” Stanford’s Jennifer Aaker found that stories are remembered up to 22 times more than facts alone. We’re wired to connect with stories, especially those we trust.

Comfort Life offers a trusted third-party platform where you can share these impactful stories. Here’s how others are doing it:

• April Johnstone shares her passion for The Redwoods. Her authenticity shines through.
• Robert Harris recounts how Sagecare 147 Elder Street transformed his relationship with his wife.
• Jack Litchfield reflects on 18 years of contentment at The Briton House with a breezy, relatable tone.

Their stories aren’t mere anecdotes—they’re powerful tools that resonate with families and potential residents at critical moments in their journey. Both April and Sagecare's Tai Ma will tell you the effect of stories on our platform. “People have mentioned they wanted to tour after watching [Comfort Life videos],” says Tai. A great story can be the catalyst to move from indecision to action.

ACT

ADD VIDEOS TO YOUR COMFORT LIFE REPORT

Insider Perspective videos on your Comfort Life report inspire people through stories they connect with. Whether it’s booking a tour or committing to a trial stay, these stories have proven to be catalysts for action.

• Members: Book your Insider Perspective video here.
• Not a Member? Reply to this email to start your journey with Comfort Life. We’ll make the process easy, targeted, and, most importantly, effective.

EDITOR’S PICK PHOTO: Send us one photo that captures the essence of your community, and we’ll consider featuring it in the 22nd annual Comfort Life Retirement Living Guide.

1. Pick one great photo that conveys your uniqueness. Here are some ideas:
   • Active people outside, enjoying activities and being social with others
   • Couples or individuals in their suites, to show off how much they're at home
   • Key aspects of the community you’d like to showcase or that you’re proud of
   • Exercise classes or other group activities in the community
   • Light, fun shots of people having fun enjoying each others’ company
   • People enjoying pursuing their passions like painting, gardening, etc.
   • Dining, if that’s a highlight of your community’s experience.
2. Submit that one photo to [email protected].
3. We’ll review all submissions for inclusion in our annual magazine reaching 300,000 readers.
4. Deadline: September 6, 2024

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SHARE-WORTHY CONTENT

Crafted content relevant for you and your future residents and their families.

The Ultimate Retirement Tour Checklist Show families that you want to help them make the best decision for them. The Ultimate Retirement Tour Checklist gives them a checklist of things to look for and a comprehensive list of questions to ask as they tour communities and speak to admin and staff. There are also detailed questions about fees and expert advice on what to look for and mistakes to avoid.