Has COVID Changed Consumer Sentiment about Senior Living?
More than ever, design and amenities make a difference as pandemic fears creep into decisions about senior housing.
In a new survey from the American Seniors Housing Association, 61% of consumers said that the pandemic hasn’t changed their opinion about independent or assisted living. However, 35% of those who have changed their views said they see these settings less favorably. Over a tenth (11%) of adult children said they actually have a more favorable opinion of senior living than they did pre-pandemic.
The pandemic also has influenced how adult children view memory care. In this survey, while 73% haven’t changed their opinions about memory care and 9% have a more positive opinion, 18% think less of this care niche post-pandemic.
The good news from this survey is that consumers are still likely to be shopping for senior housing moving forward. However, it also suggests that a new focus on design and amenities will be important to attract new residents, promote move-ins, and dispel the fears and worries created by the pandemic. For instance, as more than half of survey respondents said that live or virtual access to a primary care physician is a priority, communities will need to ensure they have reliable bandwidth and easy access to technology. This might include special rooms for telemedicine visits, equipped with exam tables, PPE, and the equipment and other tools to make virtual health care effective, comfortable, and private.
Skeptical prospects and families post-COVID will want proof of a renewed focus on safety. They will want to feel confident that the community will protect their loved one or themselves from infections and outbreaks. For instance, they will look for dining innovations (such as fewer tables spaced farther apart, greater food carryout or delivery opportunities, kitchens that limit the opportunity for contamination, etc.). They also will want easy-to-clean surfaces, state-of-the-art air filtration systems, and hands-free faucets, elevators, and other devices in public areas. Access to secure outdoor spaces will be in greater demand, including patios, balconies, and fenced yards.
Note that it’s not enough to create safe, clean, and comfortable communities. You need to get the message out that you are not only welcoming new residents but that you are making safety and comfort a top priority. Focus on working your referral pipelines, enabling and promoting cutting-edge virtual tours, and sharing stories about how you’re keeping people safe while maximizing quality of life. Feature health care professionals in videos and social media talking about how you are enabling onsite or virtual health care. At the same time, quote or feature residents talking about how you are keeping them connected and engaged, as well as safe.
In short, review your messaging in light of the pandemic. Be proactive about addressing prospects’ concerns and fears while boosting their confidence about your ability to keep them safe and happy. At Pi we can help you determine what innovations, additions, or renovations will be most appealing to prospects and most cost-effective for you; and we can help design the features you want and need. Contact us at (512)231-1910 and ask for Business Development.
