How Your Community’s Design Can Maximize Move-Ins
COVID-19 has had a profound impact on the senior living industry. Many communities have experienced a significant shift in their service models in their efforts to keep residents safe.
“Now is the time for marketing and sales directors to re-evaluate their SWOT analysis in a COVID-19 environment and be strategic,” says Heather Potts, Owner of HP Consulting Solutions. “It is important to examine both internal and external factors that may help or hinder your ability to effectively market your community,” she adds.
Take a minute to think about what features you have or are adding designed to increase comfort and safety in the new normal and how you can highlight these on your website, in marketing materials, and on tours (including virtual tours).
It is important to realize that prospects and their families have likely seen the same news reports and articles as the rest of us. “Everyone and everything have been impacted by COVID. In fact, this is a great place to start the conversation. We can find out what concerns or questions people have and be transparent about what we’re doing to keep residents safe, comfortable, connected, and engaged,” Potts says. Stress this is your marketing:
Safety efforts that go above and beyond. Prospects and families expect that there will be hand sanitizing stations and soap in the bathrooms; they will want to know what else you are doing. This includes high-end air filtration systems, special isolation and/or negative pressure rooms, UV-C lighting for disinfection, dining options that enable social distancing, easy and direct access to outdoor spaces (including the availability of patios and balconies), and hand-free faucets, toilets, entryways, elevators, etc.
Ways you promote (safe) socialization and prevent isolation. There are been many studies and stories about the detrimental effect of social isolation. Show and tell prospects and families how you enable socialization and activities, even when there is pandemic or outbreak. For instance, direct access (without having to go through public areas) to outdoor spaces such as parks, gardens, or walking paths will be appealing. They also will want to know that they won’t be cut off from family and friends in case of a quarantine. Show them efforts such as visitation spaces with plexiglass barriers and stations for hand sanitizers and wipes.
Promote cutting-edge technology and activities. Show that you have the technology necessary to enable connections with family, friends, health care practitioners/services, and events such as concerts, movies, and classes. Talk about innovative, fun things you’ve done to enable social activities and entertainment. This could be anything from “doorway dances” to outside concerts or performances that residents can watch from their windows, balconies, or patios.
Focus on health and wellness. It isn’t safe for older adults to go to the hospital during a pandemic, and there have been lots of high-profile horror stories, so prospects will want to know what health care services they can get onsite. Promote features such as special rooms for telemedicine visits with exam tables, state-of-the-art equipment, and comfortable furniture. Circadian lighting and other innovations to improve sleep and mood are draws as well.
You’ve spent time, money, and effort to have buildings that are designed for safety, comfort, and wellness/health during these challenging times and in the new normal to come. Make sure prospects know what you’ve done and what you are planning for the future. Use marketing materials and tours to help overcome fears and concerns and tap into desires for a happy, comfortable home.
We can help you help you people envision enjoying a safe, secure environment, delicious meals, friendships, and fun, even when the world outside is chaotic. Contact us at (512)231-1910 and ask for Business Development.
