Key takeaways from the Comfort Life Lunch & Learn
We’re excited to have brought back our Comfort Life Lunch & Learn! On May 28, over 40 retirement living marketers and sales leaders joined us to engage in intentional learning and discussion about marketing challenges, opportunities, and trends in senior living and care. It was a time for shared learning, spirited discussions, and illuminating personal conversations.
Four key takeaways from the morning seminar
→ Prospects are overwhelmed and crave shortcuts, guides, and clarity
People know almost nothing about this decision until they need to consider it. When they start out, the amount of information can seem overwhelming. As a marketer, position your content to introduce your company, but also enhance your prospect’s understanding of the broader retirement landscape. Be aware of all the information sources your prospects consume, and make sure your brand appears there.
→ Choosing senior living or care is a highly emotional decision
While selling features is important, align your offerings to people's emotional triggers. For example, instead of showing how many amenities you have, show how connected the residents are, and how people will feel a sense of belonging and comfort after moving.
→ Prospects are inherently distrustful of your content and marketing
You always put your best foot forward, but that’s your job. People would much rather hear from residents, families, staff, and 3rd party partners who tell your brand story—the transformation seniors experience and the happy lives they enjoy under your roof.
→ “When to ask for the sale” sparked enthusiastic debate
Some marketers think the best time to ask for the sale is right after the tour while others prefer to give prospects time to think. Focus on solving their problem. Empathy is key. If people feel that you don’t have their best interests in mind, they won’t want to move into your community.
For those who weren’t able to attend, here are the presentation slides online.
From the afternoon panel on bridging the gap between tour and decision
We asked a dozen questions that teased out aspects like who actually tours, the elements of the tour, how families negotiate the decision, how to maintain rapport during this time, and more.
Stephen Bungay (Regional Director of Lifestyle Options, Schlegel Villages) shared that the average time frame from initial contact to move-in is 370 days. For those seeking care, the average was 325 days, while those seeking independent living averaged over 400 days.
Marie-Josee Lafontaine (owner of Scarborough Retirement Residence) noted that 87% of all buyers are adult children.
Elisa Prashad (Senior Lifestyles PRO) suggested personalization and customization as effective means to keep prospects engaged after the tour.
Heather Hillier-Green (president of Greenhouse Marketing) emphasized honouring and respecting the distinct challenges each person faces in this enormous family decision.
Bremen Balasubramaniam (director of marketing at Presentation Manor) told us their cultural diversity is shown on a big map with pins representing residents’ and staff’s countries of origin.
