LEARN

EMBRACE AND COMMUNICATE YOUR UNIQUE BRAND

We all know that people aren’t looking for just a place to live. The in-house movie theatre and the swimming pool in your building are nice—but that’s not who you truly are to residents and their families, right? People want a new home, where they’ll fit with the culture comfortably and naturally, and where they can refresh their love for life.

To stand out, you can’t afford to be generic. Playing it safe is risky because that makes you indistinguishable from others.

Instead, lean into your differences. What makes you truly distinct? That’s why people should be choosing your community.

• Describe your community as if it were a person. Is your community compassionate, always ready to listen and respond? Perhaps you're vibrant and fun, making every day enjoyable. Or are you known for your smart, problem-solving approach? Whatever it is, put it into words to attract those who will resonate with your community. Your kind of people.


• Tell people about your leadership and care staff. Why did they make this career choice? What’s unique about how they work? The humans delivering your experience are at the heart of your brand.


• Describe your unique philosophy or approach. Don’t be afraid to polarize. Differentiating yourself may turn some people away, but it will attract those who align with your values. Your goal is to draw in residents who will thrive in your community.


• Tell people how they’ll easily fit in with you. Seniors take on a lot of risk in selling their home and moving into a retirement community. Ease concerns and validate their decision at every step, highlighting services you offer to assist the transition, and showcase how your community supports new residents, making them feel welcome from day one.

ACT

ANSWER YOUR BRAND IDENTITY QUESTIONS

Featured at the top of your Comfort Life Report, our Brand Identity questions are designed to address the core concerns of your prospects (view an example). These help build families’ trust and confidence in you. Showcase your unique identity through text and video here.

Here’s how it works. First, log into your Comfort Life admin panel. Then, answer these eight key questions to highlight your distinctiveness:

• Who are you, as a community?
• What do you do differently or uniquely well?
• What supports do you offer residents as they adjust to life there?
• How are residents supported if their needs change?
• Under what conditions would you advise someone against choosing your community?
• What might residents find surprising about your community?
• How will your community change in the next five years?
• What five facts about your community should people know?

NEW ONLY

Not a member? What are you waiting for? Simply reply to this email and we'll help you get started on the Comfort Life platform. It’s targeted, easy, and most importantly, it’s effective.

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