Ehlers' Musings

Superbowl Advertising Illustrate the Power of PR

2012-02-06T13:54:00.002-05:00

The best example of the power of pr can be the advertising that takes place for the Superbowl . So much hype surrounds the ads even before they hit the air.

While I'm so attuned to advertising blocking during a tv show; the Superbowl ads force us to view advertising differently--it's not time for a bathroom break.

The hype about the ads started weeks prior to the game and products and the ads were getting great coverage without spending a nickle on tv advertising. With social media abuzz--you could preview ads on YouTube and the morning news shows started airing them as well. People were talking about what products would be aired...what the ads would be like. It's better than the academy awards.

Post game, the buzz continues with everyone voting for favorites.

I think it's pretty amazing how powerful this is and illustrates the power of pr.

Did you have a favorite commercial. My next dog may be named WEGO and I'm changing my preference of beer. To me, if the product supports rescue dogs; it has my support.

Upcoming NAHB's Best of 50+ Housing Awards

2012-01-31T12:41:00.002-05:00

Two of our clients have communities nominated for awards at the upcoming Best of 50+ Housing Awards at the International HomeBuilders Show in Orlando next week. We are so thrilled for them.

Kerry Green with The Ehlers Group worked on the award submissions for The Palace Group's new Coral Gables community.

The Palace Coral Gables is up for gold or silver in three award catagories--best website, best advertising and best on the boards community.

Senior Resource Group's Northridge community is up for gold or silver in two award catagories--best indoor common use space and best CCRC/IL-AL.

The award competition had been on hold for several years due to the economic challenges of bringing new communities to fruition so the award program is a positive indicator things are definitely improving.

Databases of Lost Leads Hold Nuggets of Gold

2012-01-26T14:10:00.002-05:00

Sales departments usually work recent leads very well. Prospects are called, cultivated and nurtured.

But there could be a database of leads considered "old" and "not interested".

Resurrecting interest from these leads is time consuming and frustrating for a sales person wanting to connect with live potential buyers. Makes sense. But while the low hanging fruit is easier to pick; there could be potential interest from that customer who last year said, "they weren't ready yet."

Have you considered outsourcing these calls to someone skilled and qualified to speak on your community's behalf? I don't mean telemarketing call centers.

It requires trained specialists to know how to connect with these people, build rapport and solicit interest. Our callers have worked in senior housing communities and know how to call potential families and inquiries. They did this when they were on staff at communities.

It's amazing how effective this is and allows sales people to do what they do best....work with the newer customers with interest now.

It's important that someone making calls are professional and can be understood by seniors. They need to be able to listen and offer empathy for some one's situation. They need to be patient and understanding.

It's worth trying a list of 100 old leads to see if this helps in recreating interest.

Awards Offer Great PR Opportunites

2012-01-25T10:23:00.004-05:00

Taking advatage of award competition offers wonderful pr opportunities. Even if you think you don't have a chance of winning, here are some tips to marketing the award competition:
If you enter:
* Market the submission. Much like movies wanting Academy Award recogntion, it's good to let people know you are entering the award competition. You can use a short blurb in your commuinty's newsletter and social media although it's probably doubtful you can get press coverage on a submission.

* Let your resident know their community is a contender. Build some excitement and interest.

* Find out how many others you are competing against--you may be the only entry from your area or in the catagory.

If you are notified you are a finalist:

* Let people know much like the submission.

If you are a winner:
* First congratulate everyone who contributed. For example, on a housing award--let your architect and design team know of the award.

* Distribute a press release. Often the organization provides a sample.

* If you attend the ceremony; jot down some notes of judges comments and incorporate these quotes in the publicity.

* Spread the word and toot your horn on social media.

* Market in newsletters.

* You may want to recreate the award ceremony at your community and share with residents.

This gives you a few ideas to promote an award. Best of luck.

Diffusing Complaints

2012-01-23T16:23:00.003-05:00

Nothing is ever perfect and certainly we all have complaints.

But today, I realized that when someone offers constructive criticism; how our input is handled can either make us fans or foes and it's all in the hands of the receiver.

So I offer you my rants without raves:
1. I don't appreciate being told that's how its always been done. That may well be but change is good too.

2. It would be nice to hear, "I really appreciate your opinion" or "I'm so glad you took the time to share this". Rather than write a letter, I took the time to call and what I offered wasn't appreciated.

3. Being told, I'll take it to the powers that be....powers have names.

4. Oh, we can't do that....well maybe we can. You just never know until you try.

5. It would be nice to hear, I'll look into that. That certainly diffuses someone and it doesn't commit but it's nice to know someone is listening.

So what happens when you don't hear what you need...the thoughts fester. Rants are like that. When you have a bad experience; it doesn't get better ...it festers. So what easily could be remedied with some good customer service and diplomacy now is still unsettled.

Making Activities Dynamic Offers Great PR

2012-01-18T14:45:00.002-05:00

Meetings with activity directors are very productive in surfacing some creative ideas for publicity for your senior community. While many of their events are geared to satisfying the interests of residents; some brainstorming may put you on the right track to get the commuity in the news.

Start with Chase's Guide to Special Events and think several months out. April and Easter for example. The typical brunch can be more interesting when you add an easter bonnet or a pet parade. Invite grandchildren and employees to bring their pets--even include a few VIP's in your city. It doesn't need to be complicated with prizes --just keep it simple and have everyone walk a runway to some cute commentary.

Start having Facebook classes and invite teens or college students to help. Give them some sensitivity training first so they appreciate senior's limitations.

Mothers Day also can be more creative with something that mothers and daughters can do together--flower arranging or scrapbooking. Here again--go beyond a typical brunch and find something more engaging.

Find a local charity to embrace for the year's project and create a variety of events to help--maybe deliver food baskets or knit blankets. Everyone enjoys helping others; they like someone to facililtate.

Hold a holiday event a few days prior to the official holiday--this way photographers and writers may get a jump on their holiday news article and get to stay home with their families. They really appreciate this.

Tips on Dealing with the Media

2012-01-10T12:01:00.002-05:00

Trying to get coverage for your community?

Reporters have compiled some useful tips that I think you may find useful:
1. Read their articles and make sure they are the right reporter to contact.
2. Make sure they aren't on deadline if you are contacting them by phone.
3. Take advantage of multi-media to explain something and provide pictures and video.
4. You may have a great story that doesn't get any pick up--it just wasn't a good day. Repackage it and try again.
5. Be careful not to use industry jargon--they don't understand your industry. For example--census. May make sense to you but not to them.
6. Spin and fluff are annoying--get to the facts.
7. They are busy and overworked--you may not hear back but they still are interested.
8. Email works great but work on a compelling subject line
9. What you want to accomplish may be at odds with their assignments.
10. Try to help them when they reach out to you. If they know you can deliver; when you need them..it will be easier. If you can't help; let them know so they'll know you tried.

Many of our clients think it's easy to get their name in the newspaper. It's a challenge we don't take lightly.

Walking Billboards Signs to Behold

2012-01-09T13:26:00.004-05:00

Communities in South Florida now are tackling the issue of walking billboards which I refer to as human signs.

The criticism is that they distract drivers and block sidewalks at intersections. I have criticized their use for appropriate signage for communities since they are associated with small business gimicks including going out of business.

It just doesn't seem appropriate that someone considering the purchase of a home; would be enticed by a sign waver on a street corner. I contend that if sales people lament that their location is so difficult to find--one needs to look at the various communication tools used by a community to see how directionals can be clearer.

Have you been enticed by a sign waver? We'd like to hear your story.

International Builders Show Highlights Feb.

2012-01-04T10:40:00.002-05:00

If you thought Lowes and HomeDepot were exciting; the International Builders Show Feb. 8-11 in Orlando is unbelievable. Despite slow downs in the homebuilding industry; this is a must for those in the construction business and the various trades and consultants in the industry. Education opportunities are excellent in a variety of subjects including green building, universal design and multifamily apartments. I'm speaking on Thursday, Feb. 8 at 8:00 on 50 Proven Strategies for Active Adult Communities.

The exhibits are geared for the trade rather than consumers so unfortunately the general public is not invited.

It's mindboggling--Kohler usually has a block size exhibit as does GE and Sears. You'll get great stuff to bring home too. There's usually cooking demostrations with well known chefs demonstrating the latest in ranges and race car drivers giving autographs.

The energy is contagious and hopefully this year's attendees will be more optimistic of a housing recovery. Someone once said...the industry will turn around and I want to be there for it.

Hope to see you in Orlando.

Competitive Reviews & Mystery Shop

2011-12-27T16:46:00.004-05:00

A 2012 resolution can be to mystery shop competition.
1. First and foremost, it's important to know who are competitors. What other communities would be on someone's list if they were considering moving to your community or another one. This is competition.
2. It's important to see the community physically. How does it look to a customer and what first impressions would someone have if they would visit. How does it physically compare to your community.
3. What is the sales/marketing experience. Are there models and what type of impressions are made from these.
4. What are prices and incentives.
5. Does it seem that there are vacancies or is there a waiting list for apartments.
6. How does the collateral package compare with what your community is using?
7. Are there events for marketing and are they appealing and appropriate to the customer?
8. Are there special features and amenities that are unique?
9. What about the location--is the neighborhood still nice or has it declined? Streets too busy?
10. Are there special services and activities that make the community stand apart in attracting new business.

Many communities claim they mystery shop their competition. Sending in the suits which everyone knows are shoppers hardly is mystery shopping nor is sending a sales person. Someone needs to dress the part; be highly observant and intuitive to be a good mystery shopper.

Then putting the information on paper in a spread sheet will help everyone in accessing your community's strengths and weakness against the competition.

AUDITING A COMMUNITY'S ACTIVITIES

2011-12-19T17:13:00.003-05:00

When someone is considering a commuity, the activities offered as part of the social program of the community could strongly influence their decision.

We often find activities are geared to the residents who have lived in the community and are comfortable with what is offered. The activities fit into a groove. There's bingo (there's nothing wrong with bingo), trivia, shopping with some moderate chair exercising and stretching.

There's usually a lecture on estate planning or long term care insurance by someone wanting to drum up business.

But overall activities are lacking in building new interest.

A recent article about universities in South Florida noted a growing interest in students returning to college to pursue degrees. It's not unusual for find graduates 70 years and older. While many colleges allow seniors to take non-credit classes at reduced fees or for free; getting a degree requires tuition.

Senior communities need to explore upgrading their social programs. Opportunities need to be explored to tap local resources for stimulating lectures and engaging discussions. Skype may open the door to college classrooms.

Just a cruise ships are looking for new opportunities to engage passengers; the senior housing industry needs to take a similar role.

Marketing Tips for Senior Communities During the Holidays

2011-12-15T12:29:00.004-05:00

The holidays are stressful times for senior communities as staff wants vacations and families come out of the woodwork for visits. From a marketing perspective; our glass, of course is 1/2 full. These times can be viewed as wonderful opportunities to show off the friendship and companionship found in senior communities and advantages of living within a community.

Here are a few observations:

1. Many communities put out their holiday decor without updating it. If its on display; it needs to be fresh and clean;

2. Communitities often take on a 'loving hands at home look' to the holiday decorating an it doesn't reflect the image of the community; rather it looks like an elementary school. If you are decorating for the holidays; make sure the decor reflects the community's image. Just because an employee loves to decorate their home; they may not have the right eye to handle this task at your community. If it can't be done right; it's better to not do it.

3. Be sure there are policies regarding holiday clothing and which days employees can dress with their holiday spirit.

4. Make sure the marketing department has a representative available to greet visiting families. Brochures should be preassembled and easy to locate as well as extra copies of the community's newsletter.

5. If the telephone greeting is holiday inspired; let all of the personnel answering the telephone know the community's greeting. Personnel should know to get telephone #'s for return calls rather than telling someone to call back.

6. The community's executive director should be available at key dining and visiting times much like a general manager of a hotel. They should be visible to great residents and families.

7. If grandmother receives new clothes and the family failed to put in nametags; don't make this an awkward moment for a family.

8. Using social media? Have someplace where pictures can be taken and put on Facebook. Have a poster somewhere when people know they can become Friends. This is a great opportunity to get those Friends from visiting grandchildren.

9. Use a Flip video camera and put fun holiday entertainment on YouTube.

10. Take advantage of the spirit of the holidays to encourage prospects to come in for a snack--show off the community and the wonderful lifestyle you offer.

THERE'S GOLD IN LOST LEADS

2011-11-21T13:29:00.004-05:00

A goal for 2012 may be updating the community's marketing database. While it may seem to be a responsibility of the marketing team; sometimes a fresh new voice connecting with a customer may resurface interest.

It's like chicken soup...it can't hurt.

This is not telemarketing. It takes an experienced telephone caller to pursue lost leads. We use people with senior housing community marketing experience. They have made these calls when they worked at communities so they know just what to ask and how to build rapport with people.

The "I'm not ready yet" may now be ready. You just don't know how their 2011 was spent. Perhaps more illness, the death of a spouse, family issues.....spending about 10-15 minutes could reinvigorate this lead.

While your sales people work the latest leads; a skilled outsourced caller may be able to handle some of "lost leads."

The concern that there's a new person calling is certainly valid. But reconnecting with old leads may be easily explained by a caller who merely explains we are updating our files and wanted to check in with you.

Newsletters & Senior Communities

2011-11-17T11:22:00.002-05:00

I recently received a newsletter for a senior community and considering the cost involved; there were missed opportunities to merchandise the community.

Here are a few tips:

1. What do you want the newsletter to accomplish--it's primary purpose is to show lifestyle and offer a different content than what can be found on the website or in a brochure.

2. A newsletter is much more topical and should be more magazine-like with short articles and lots of pictures.

3. Using a floor plan in a newsletter isn't a good idea. The artwork is small and this is really what you want someone to learn when they visit the community. An article entitled "Our Best Seller" with an interior photograph would be much more effective; if the newsletter needs to include product.

4. Pictures should be large enough to be able to be seen without readers. Use pictures that compliment the subjects....we don't need to see legs or extraneous background.

5. Get permission to use pictures from residents and staff and identify subjects in photo cut lines. If someone reads their name; it will encourage them to send a copy to family and friends.

6. Consider an oversize format rather than typical 8 1/2 x 11. Alot of work goes into production and it may be worth the cost to be larger.

7. Make sure the copy is interesting rather than trite. Provide the reader information that they may not know about the community.

8. Use explanation points sparingly. Periods are sufficient and the copy should make the point.

9. Return coupons for information is old-fashioned and takes too much valuable real estate. People either will go to the Internet or telephone for information.

10. Interview several residents and include their profiles. People like to read about people and what motivated them to move to a community and how they spend their time. We like inspirational stories.

Newsletters either written or emailed offer great opportunities to paint the lifestyle. They are well worth the time and expense.

AARC CONFERENCE OFFERED GREAT TIPS

2011-11-15T11:56:00.002-05:00

Last week I was a speaker at the American Association of Retirement Communities and presented "On The Road, Lessons from Best and Worst Practices" geared to residential real estate commuities.

AARC is an association geared to people in economic development, chambers of commerce, and residential real estate and offers sessions for education about bringing retirement to a city/community and is focused on the south.

I met some interesting people representing small town southern America that may not be in your bucket list but offer some interesting alternatives for retirement options. From Picayune and Stark, MS to Hot Springs, Arkansas to Kingsport, TN; these are places worth considering if you want to maximize your retirement dollars and find nice people and plenty to do.

We generally think big cities with well known brand names when we think about relocation options but meeting these city representatives was worthwhile.

In a session "Affecting Consumer Change in the Recovery Economy", Berkeley Young spoke about the amount of boomers still traveling today despite the ecomomy. This echos my thinking too.

It's alot easier to take a trip than sell your house. This may not be reassuring to developers but the small towns feel if they can offer a great vacation experience; when the house is sold; they may be on the bucket list for relocation. There's alot to this.

I mentioned that developer's sales teams rarely market their hometown and this is a missed opportunity to merchandise the town as well as the real estate. I encourage sales personnel to get involved. They should be able to talk about the local festivals...the farmer's market...and all that their town offers. It's a win-win. Let customers know in advance what's going up during an upcoming season. Use these local events in the discovery package.

Today's vacationer may be your next resident.

IT'S MY PLEASURE

2011-11-07T16:41:00.006-05:00

Dealing with customers requires on going skills and capabilities along with training and retraining. Nordstrom's is a great role model. If you call their store; a nice voice says "it's my pleasure" when they connect you with a department. As you drive through the fast food line at Chik Filet; the attendant passes you your food and change and also offers that's it's her pleasure.

This brief line summarizes a philosphy of customer service. "It's my pleasure" if you say it and mean it; makes all the difference when you are having an exchange with a customer and/or client.

Both senior communities and active adult communities need to employ this phrase in their marketing interaction with future residents.

Think about it. Have you heard, "It's my pleasure" anytime today? I'd love to know what was the circumstance and how did it make you feel.

Finding Interesting People to Write About

2011-11-03T14:38:00.001-04:00

Here's where it takes a "nose for news" when a client asked if you can write about a resident. First and foremost, it's important to understand the article's use.

A newsletter article has a different slant than an article for a local newspaper. Newsletters offer more of an opportunity to promote the community while a local newspaper would want information about the person that makes someone want to read the article.

What the person is doing now that is significant would interest a local reporter rather than what they did in their past unless their past is influencing what they are now doing.

For example we found a couple who volunteers at a local zoo just about every day of the year. They are amazing. The Miami Herald thought so too and were appreciative that we brought the couple to their attention.

Another community has a resident who self published commentaries on growing older. Her small volumne has been turned into a play and now is touring venues around New Jersey. The New York Times got to her before we did; so we are seeking new media outlets when her play is performed at the lifecare community where she lives.

The old adage, there has to be a hook, continues to hold true or as I remind myself--would this be interesting to read tomorrow over coffee.

Home Alone Precautions

2011-10-04T16:49:00.002-04:00

I recently read about a woman who was home alone in the morning. Her doorbell rang and she looked out to see someone standing at the door with a floral arrangement. She opened the door and was attacked by a group of men who then tied her up and robbed her of jewelry and money in the home.

Peep holes aren't sufficient. People can be crouched under a peep hole. Take precautions in opening a front door to strangers. Tell them to leave deliveries...ask for the company's telephone number and call to confirm, check if the delivery van is marked or unmarked.

This lady was attacked at 9:45 am certainly a time of day one would feel safe. But unfortunately, we need to be aware to be safe. Our homes' front doors leave us exposed once they are opened.

Buy your own flowers from Publix and don't fall prey to unknown delivery people. Are their any tips you'd like to share?

Thieves Prey On Senior At Home Alone

2011-10-03T14:33:00.003-04:00

A recent article described how a older woman at home alone opened the door to someone who appeared to be a flower delivery person at 9:45 am. She said she peered outside and seeing the flowers, opened her front door. The delivery person was not alone and he and his accompanyists tied her up and robbed her of money and jewelry they found in the house.

I think this is a warning. We simply are far to trusting and need to think with our brain...not our hearts. She could have simply said, leave them on the front stoop. Police recommended looking at their delivery van from a window to see if it's marked...look if there is anyone else around the vechicle.

Many homes' front doors have peep holes but someone could be kneeling under the peep hole when you look out. You don't have to open the door ...you can talk to whomever without opening the front door. We can buy our own flowers.....better to be safe. While this is very important for seniors, these tips are applicable to anyone.

Is there anything that you for added safety you could pass along to others?

The Value of PR and Senior Communities

2011-08-31T14:54:00.003-04:00

What is a newspaper article worth...it's priceless to paraphrase the tv commercial.

In my morning newspaper a senior community was featured today and the reporter wrote about weekly pet visits from companion dogs.

A heartwarming picture accompanied the article. This article will to be remembered by families whose love ones live at the community, staff, and residents. They will talk about today and for months to come.

By comparison, another senior community ran a 1/4 page ad with the typical headline related to choice and pictures of a senior and a desert.

Which will have the greater retention? The article about pets will far exceed recall. Articles have a 70% greater retention rate than advertising which must rely on on-going exposure to net results.

The pet article is an excellent example of a community have a 'nose for news' and finding something that would appeal to a reporter.

We recommend brainstorming with activity directors and leasing teams for these tidbits. They are well worth the investment in public relations opportunities.

Longevity and Senior Communities

2011-08-16T12:11:00.003-04:00

An excellent book entitled, The Lognevity Project, by Howard S. Friedman and Leslie R. Martin is an wonderful resource promoting successful aging. The book is based on a study of 1,500 Californians over 8 decades with plenty of self-tests to illuminate your own best paths to longer life. For example, many people who work the hardest..live the longest (think Warren Buffett); getting and staying married is not the magic ticket and prudence and persistence helps flouish through the years.

Innovative senior communities are embracing some of the principles in emphasis on stimulating activities that engage one mind and body. Just because someone chooses a community which provides security for ones' future and a wealth of conveniences and services; it doesn't mean they've stopped working. In many cases it is the contrary. They are active volunteers and still may go to the office.

Hope you enjoy reading this informative book and find some inspirations.

Janis Ehlers’ Book Receives Bronze Award

2011-08-04T11:24:00.003-04:00

FORT LAUDERDALE, Fla.—The book, Marketing Senior Housing, written by Janis R. Ehlers, MBA, has received a bronze recognition in 20th annual National Mature Media Awards competition, the nation’s largest awards program that recognizes the best in marketing communication, educational materials and programs for adults age 50 and older.

Ehlers published the second edition of the book in November, 2010 to assist senior housing communities with marketing challenges from launch through various phases of occupancy. She draws on her career experiences having opened more than 50 communities in the country as well as serving as a consultant to independent, assisted living and continuing care communities and housing geared to the active adult population segment.

The book offers checklists and tips including a how-to guide for creating a marketing budget and plan, building an outreach network, social media and special events.

“It’s very satisfying to be acknowledged in this competition,” said Ehlers, president of The Ehlers Group, a strategic marketing and communications company with offices in Florida and Virginia.

The book is available through Authorhouse, Amazon as well as from The Ehlers Group by calling 954-726-9228.

About The Ehlers Group

The Ehlers Group specializes in senior housing, including active adult, assisted living and continuing care retirement communities. Established in 1994, the company focuses on consumers experiential experiences. Among its diversified services are mystery shopping and community audits.

The company offers varied communication services including social media. For additional information, please call (954) 726-9228 or visit http://www.theehlersgroup.com/.

# # #

Southeast Builders Conference

2011-07-27T14:33:00.003-04:00

Merchandiser and interior design specialist Lita Dirks and I presented a session last week at The Southeast Builders Conference (SEBC) in Orlando.

Our topic "Creating the Million Dollar Sizzle with Affordable Marketing and Merchandising" was very current and the audience was extremely interested in our tips.

I had recently toured several communities in the Naples area to get a first hand field perspective of good and bad marketing techniques that are prevalent in communities.

The national builder, Toll, does an outstanding merchandising job at their communities. The model areas are immaculate and the sales teams enthusiastic. There are tips that can be picked up and emulated such as motion controlled model lighting.

Lita showed some excellent before and after pictures of models that needed to be refreshed to better merchandise their space.

When communities are taking longer to sell; creating the first impressions are critical. Every customer deserves the sizzle when visiting.

Along US 41, human billboards are used for communities. It seems inappropriate to use this method that typically is used for store closings and fast food restaurants.

It doesn't take a mega checkbook to improve a community's first impression to customers but it takes someone putting themselves in a customer's shoes.

Receptionists and Inquiries

2011-07-05T13:07:00.003-04:00

Recently I called a senior community and asked for the name of the executive director and if I could speak with them.

I was told the community did not have an administrator and then the receptionist hung up on me.

Without knowing what I wanted or needed, the conversation was ended.

The list of reasons for any telephone inquiry could be as numerous as one's imagination but it is sufficient to say, this is an unacceptable way to handle any incoming telephone call.

Customer service skill training should cover how incoming calls and questions are handled. First impressions begin with the receptionist and they have the power to build a welcoming relationship.

Perhaps I was a family member wanting to speak with the administrator regarding our upcoming move and my telephone call was so abruptly mishandled. I'd start thinking twice about selecting this community. This simply interaction would raise my antenna as to the quality of staff and care provided.

This is why periodic telephone mystery shopping is so worthwhile. It's important to audio tape a telephone call so employees can hear for themselves their customer relationship building strengths and weaknesses. We recommend using written transcriptions of telephone calls in training; these transcriptions can be highlighted for employees to see where they need improvement. Our receptionists are like athletes--they need continued education and training to be the best first impression.

Publicity for On Going Interest

2011-07-01T10:44:00.003-04:00

We are often asked what can be written about a community either as newsletter content or as press releases.

The opportunities are vast.

Don't forget there are many avenues for readership in addition to the local newspaper.

Let's take a real estate community as an example and the pre construction phase--

1. Land acquisition;
2. Planning and zoning approval announcement;
3. Groundbreaking.

Depending on the community's size and scope and your local newspaper, the press may announce planning and zoning approvals but preparing your own press release may help them with needed information.

If you attend the city's meetings, incorporating a quote from a city official makes the press release more newsworthy.

Groundbreaking announcements can include a picture--it can be an event or simply a picture with some key people involved in the project.

You may want to hold back some project information for later press releases rather than give everything away in the groundbreaking press release.

Ask yourself what do you want the groundbreaking to generate. At best, you may be able to take names, addresses and telephone numbers when anyone calls for information so it's important to plan to gather these inquiries from the get go.

Courtesy and Seniors

2011-06-06T13:45:00.004-04:00

We recently attended a matinee performance at a local community theater. The performer was a well known actor in a one-man play.

I was amazed by the rudeness of the audience which was comprised mainly of seniors. Perhaps this is indicative of Boca Raton; but it clearly showed people who are self absorbed and not sensitive or courteous to others.

1. People showed up late for the performance and expected to be seated. Although the program said it was at the discretion of the ushers to allow these late comers--this particular performance was only one hour. Late comers were annoying to those of us already seated as they hunted for seats in the dark.

2. Before the show began, the audience was reminded twice to turn off their cell phones. Not heading this request; three cell phones rang during the hour. If that wasn't bad enough; you could hear someone digging in a purse and jacket pocket.

3. Bathroom needs took precedence. While I understand nature's call; this particular performance did not have an intermission. Once someone left the theater; they should not be permitted to reenter. The actor on stage was disrupted when they departed as well as when they returned to their seats as was the audience.

4. In appreciation of the actor, applause was moderate. It seemed as if theater goers wanted to leave rather than show their gratitude for the actor's effort. In south Florida this is typical--unfortunately but so insensitive to actors who put their heart and soul into a performance.
If I were the actor I may think twice to return to this particular venue in Boca Raton.

I'll think twice about attending a matinee as well.

Diaster Preparations & Crisis Communications

2011-06-01T13:22:00.004-04:00

Florida's hurricane season begins today (June 1) and appropriately I joined Lucas McCurdy of Coastal Reconstruction Group and Ron D'Addio of Plastridge Agency for a disaster preparedness seminar.

This is an appropriate time to refresh and review for potential disaster situations.
Lucas's presentation reminded us to not only be prepared at senior communities but to help ourselves and our families. He gave some great tips on new equipment available such as weather radios and satellite telephones.

Ron reminded people to check on their insurance coverage. Make sure those attractive insurance offers can cover assisted living communities. Buyer beware should be the guiding principal in securing insurance for appropriate coverage.

My discussion went beyond disasters as crisis situations. It's important to think about all different types of crisis situations which may occur at a community and plan appropriate communication for specific audiences. I discussed dealing with the media including newspaper and TV reporters.

Crisis situations may occur when we are most vulnerable--weekends, late at night and holidays and being prepared is essential.

Each community needs their own crisis communication plan. The Boy Scouts motto of being prepared --should guide every senior community.

Crisis Communications

2011-05-31T15:22:00.002-04:00

Florida Assisted Living Association (FALA) will sponsor two programs on disaster preparedness and I join Scott McCurdy with Coastal Reconstruction Group as a presenter.

With the impending hurricane season here in south Florida; planning is critical. Taking advantage of these educational opportunities helps every community in being prepared.

In senior housing, there are crisis very day but the ones that catch you by surprise can either build your community's reputation or have far reaching damaging results.

Contact FALA for information.

June 1 9-11 at Residential Plaza-Blue Lagoon in Miami and June 2 4:30-6:30 at The Lenox in Fort Lauderdale.

Boomers and Summer Activities

2011-05-18T11:21:00.003-04:00

Both colleges and resorts are recognizing boomers and seniors desire for continued learning. I noticed that Killington Resort is offering a Florida Seniors Getaway package geared to getting away from the summer heat.

Their Summerfest program has food & wine tastings, lectures, day trips, art classes and concerts.

Marketing is through informational seminars and a Florida Jewish Community Center.

This clearly shows a desire to reach new audiences.

Unexpected Places Offer New Venues

2011-05-18T10:39:00.003-04:00

When I was recently in the Dulles International Airport in northern VA and waiting to depart; I found their new wine bar and store. What a nice surprise to the traditional fast food joints more typical in airports. With tranquil music playing; you could purchase wines by the glass, flights of 3 wines for a tasting and light appetizers such as cheese, olives and nuts.

Having a direct flight home; I was also able to purchase a bottle of wine for dinner.

This unexpected venue shows a creative spin to please a traveler.

Someone creative must be thinking...how can we make the travelers experience more pleasurable. Dulles also offers a nail salon with quick drying polish and massages.

Perhaps we can be similiarly inspired in our design and services for new senior housing communities. Wine bars, perhaps.

2011 ALFA Convention and Exhibits

2011-04-15T12:46:00.002-04:00

The recent ALFA convention in Orlando was excellent and its trade show offered many interesting products.

The Comphy Company was particularly interesting. They were promoting the value of a good night sleep with pillow cases as giveaways.

Daniellle Paskewitz, the account executive for for the company explained the value of sheets in creating a sleep friendly environment and offering residents quality linens.

I certainly had not focused on this but considering how many of us suffer from a lack of sleep, investing in quality linen can't hurt.

In promoting a senior community, no one focuses on the quality of the linens but this is certainly an interesting idea to consider.

Hotels value their guests' sleep and creating a sleep friendly environment is critical. My research on the internet offered recommendations on thread count--and brands now offer even thread counts up to 1,000. The higher the count ...the softer the sheet but 200+ should be fine. Egyptian cotton is very luxurious.

Sheets provide a night jacket which is a good analogy. So when tackling spring cleaning this year, it may be a perfect time to treat yourself to some new sheets.

Sweet dreams to you.

There Are No Small Details

2011-04-12T15:41:00.003-04:00

I recently received a brochure from Mercedes-Benz entitled "In Your Mercedes-Benz, there are no small details."

This was quite intriguing.

While many of these types of brochures hit the waste paper basket without a second glance, I decided to open this one.

There was an additional brochure entitled "More than meets the eye" which recaps many of the technological advances, environmental responsibilities and safety features found in a Mercedes-Benz.

I must admit it was interesting to read.

Another insert was entitled "Enjoy the privileges of ownership" and was about the benefits of owning/leasing a Mercedes. Explained was the offer of a $100 amenity credit, room upgrade and welcome amenity if you stay in one of their luxury resort hotels. And to top it off a $25 gift card compliments of their corporate partner Saks Fifth Avenue was also included.

They thanked me for driving a Mercedes-Benz. While $25 won't buy much at Saks and I don't have any travel plans which include their hotel locations, the offer was still very nice and extremely well done.

What this was showing me was that the dealership values a customer. They want to educate the consumer and show them they are valued. I was glad I opened the literature. Any of these strategies can be emulated. Mercedes-Benz welcomed me to their family. Those were well thought out words and made me feel special.

Whether a senior or active adult community, many refer to their communities as luxury but few take the Mercedes-Benz approach in thanking the customer for their loyalty. Their techniques go beyond the traditional move-in basket.

Educating the consumer about what the community is doing regarding environmental concerns and consciousness is very valuable.

A nice brochure about this would be useful. Safety issues is important too--what is the community instituting to make safety and resident security of utmost importance. These are just fuel for thought and emulation is the best form of flattery.

Tips for Building Buzz on a Budget

2011-03-23T09:55:00.002-04:00

People do business with people they know, read about and hear about and it is important to ask yourself what you are doing to be better known.

Here are a few tips that I offered on a recent radio interview for SCORE.

Public relations is so valuable and this is one of the most important marketing strategies that a small business can use.

The printed word has a far greater retention rate than an ad and when couple with other strategies of social media, advertising, direct mail and special events--the outcome is even greater.

To get started:

1. Create a fact sheet also known as a press kit and compile a brief bio about yourself and your business. These are the facts. This is provided to reporters when they ask you to send them something.

2. Know your local papers--pick them up and read them. Determine which paper would be the best for the type of stories you have in mind and if there are specific reporters who write about your business.

3. What would be interesting to someone reading their morning paper. This is what you should ask yourself when you want to get your company in the newspaper. Your mother may think you are special but a reporter may not agree. This is where a pr specialist will be helpful. They should be good in ferreting out what would be an interesting angle to peak a reporter's interest.

4. Can your business celebrate something worthy of publicity...an anniversary, attending a convention, personal achievements? These may warrant publicity. For example, if you are celebrating an anniversary of the company...make it into something special.

5. Merchandise a press release. Print it on letterhead--not the office copier and send or email it to past and present customers, use it for a handout while you also send it to local newspapers.

6. Is there something new that your business is offering or doing....new employees, someone's promotion, adding new energy saving equipment?

7. Help someone by having a holiday food drive or get a team together wearing matching t-shirts and support a charity walk. Get pictures to local media. This is piggybacking on someone's event and it's very effective.

8. Teach people and how-to's are great publicity opportunities. A service station can have a day where they show women how to check various things on their cars or even how to do a proper car wash. A clothing store can show a trunk show with a new designer line...how to pack tips and how to use accessories. The how to list can be endless.

9. How to tips offer creative press releases too in giving advice. Tie the tips to holidays--maybe how to throw a kentucky derby party, etc.

10. Write a letter to the editor about something in your community that you feel is important to your business. For example for Grandparents Day a senior community writes about bringing attention to older people and adopting a grandparent.

Have fun....things that are alittle off the wall...alittle zanny attract attention and create terrific pr opportunities.

The Customer's Always Right

2011-03-14T11:42:00.004-04:00

I witnessed an unfortunate situation when a sales person, exasperated by a customer's numerous questions and inability to make a decision, became short, loud and sarcastic.

The other customers in the store who witnessed this exchange were taken back and no one spoke up nor did the sales person's co-workers intercede.

The customer left in tears. Her experience was terrible. Probably she will never return and guaranteed as with many negative experiences...she will retell her experience about this particular store and sales person to many.

Customers are so valuable and keeping lasting customers priceless.

Regardless of the business and the service, friendly, helpful people are essential to any successful business.

Problems and personalities need to be left home. Certainly there are frustrating customers. Not everyone is the perfect customer but somehow difficult customers need to be accommodated.

RELATIONSHIP BUILDING SKILLS STRENGHTEN WITH MYSTERY SHOPPING

2011-03-01T13:08:00.004-05:00

Do you know what marketing team members say to customers during a sales presentation or telephone inquiry?

"Using mystery shopping analysis is a constructive way to help sale people improve their sales presentations and feel positive about their strengths and skills with customers," said Janis R. Ehlers, president of The Ehlers Group, a company specialized in marketing strategies for senior housing communities.

Recording telephone conversations is very effective in gauging effective relationship building skills. Without taking time away from customers, we are finding that telephone mystery shopping can reveal some important tips for sales people to practice. Live shoppers still serve an important purpose but telephone shops offer much faster insights.

In many cases, sales people are data-dumping salient features and prices without even inquiring about a parent's name or their lifestyle situation.

Non-marketing personnel may fail to obtain the prospects telephone number if a marketing staff person is unavailable or in handling important after hour inquiries.

There's a goldmine of valuable inquiries slipping through the cracks yet is is second nature for a marketing department to want to spend more in advertising to generate new interest. It costs hundreds of dollars to bring one prospect to a community. Key opportunities should not be lost at the point of first contact.

Telephone techniques can be practiced in sales training sessions to make sure every sales person feels comfortable in creating rapport and piquing someones interest to visit a community.

Crisis Communications Help Being Prepared

2011-02-07T12:17:00.006-05:00

An effective crisis communications plan can be especially helpful in being prepared. Thinking your businesses is immuned can be a disaster waiting to happen.

A recent article in my daily newspaper reminded me of the value of this type of planning. A home health care agency employeed a 24-hour, live-in aide. The aide was caring for a wheelchair-bound woman who suffers from Parkinson's disease.

The 89-year old woman alleged that the aide threw parties in her house and let friends ransack her jewelry box. When she called her daughter out of town, the aide said the woman had dementia and was hallucinating.

Deputies determined that the woman was missing jewlrey and clothing and later found the aide had pawned jewelry at a local shop.

This situation, in addition to issues regarding the use of home health care, also illustrates the value of crisis communication planning.

A home health care agency, which employees numerous people needs to be able to communicate about the criminal background and reference checks that are undertaken for all of their employees.

Additionally, they need to provide their customers with a guide to using home health care workers. They shouldn't wait for these type of disasters to occur. Home health care companies need to be proactive and be prepared. This is an opportunity to build your brand name and reputation.

Love Fest For Your Community

2011-01-31T15:02:00.002-05:00

Looking for a creative event that may garner publicity. Here is an idea themed around a Love Fest. It works well in Feb. but could be adapted for any month.

https://www.yousendit.com/dl?phi_action=app/orchestrateDownload&rurl=http%253A%252F%252Fwww.yousendit.com%252Ftransfer.php%253Faction%253Dbatch_download%2526batch_id%253DRlRwQndPZDU5eFZjR0E9PQ

Think Like a 50+ aged Customer to Build Sales

2011-01-24T16:49:00.003-05:00

At the NAHB's International Builder's Show, I partnered with panelists Lita Dirks; Lita Dirks & Company, David Miles; Miles DNA and Gabe Pasquale, RXR Realty on a presentation with keys to think like the 50+ home buyer and maximize their experience.

For those of us who are boomers, we are somewhere between 46-64 years old.

Thinking differently became very apparent to me when I was recently flying home from VA. The woman sitting in my row was traveling with her small child. We started talking and she told me about how her career goals had changed with the birth of her child. No longer did she want to be out and about networking; she wanted to give up her prestigious title and long commute into Washington to freelance from home to be able to spend more time with her child. Certainly this was understandable.

I thought about what how she would want to be sold versus what I would want. Both of us would want an honest approach to sales. Time is of value so we would want to cut to the chase.
We both want technology that makes life easier and more accessible. We are both connecting for information and reaching our friends. We'd want sales people who are credible and build a relationship. If they keep in touch with us...all the better.

At our presentation at IBS; Lita showed how merchandising sparks the imagination of customers helping them dream about how they will live in their home. David is also an image maker as he helps ignite the spark. Boomers talk and cocktail party conversation is important in successful buzz. David creates the subliminal advertising messages that ignites interest. Gabe specializes in high-end luxury living and his company partners with the Ritz Carlton brand for their communities. He talked about how branding means delivering the message in every facet of marketing. He understands this consumer wants to have fun and his goals is to make their homebuying experience different, memorable and fun.

Active Adult Communities & Their Names

2010-12-24T13:41:00.003-05:00

You may want to read Katherine Shaver's article "Seniors mull over trademark license fee" here. She points out an important issue to consider if buying a home or condominium in an active adult community.

It certainly would not occur to me if I was caught up in the excitement of the decision to move to a new lifestyle community. But can you imagine living in a community for over 17 years and then being told you would need to pay to keep the name and an exterior sculpture.

Leisure World has built a brand name in it's communities. It's surprising that it wants to pull it's name and identity from an existing community.

Additionally, with this action to collect licensing fees how can it help build referrals from these homeowners or build on it's brand.It's an interesting dilemna we should watch.

E-Correspondence Tips

2010-12-20T15:36:00.003-05:00

Reviewing email communication for your community is an important consideration as this communication tool is used by our sales teams.

Just because someone is a capable sales person does not mean they are a prolific writer.

I recently received an email from a sales person in response to a request for information.

The email was much too detailed with the nuts and bolts or sticks and bricks. It even described the communities many options and upgrades.

Missing was an ability to paint a visual picture in my mind and entice me to want to visit this particular community. The email was sent on a Friday and not followed with a personal telephone call thanking me for my inquiry.

This is an example of letting a lead slip through the cracks.

Some tips:
1. Review email correspondence
2. Help sales personnel by creating suggested templates for responding to inquiries
3. Brainstorm strategy to get everyone on the same page as to what to write to people
4. Less is more is key in corresponding
5. Remember it's a relationship opportunity to get to know the customer behind the inquiry.

The Worst Place to Retire

2010-12-20T11:51:00.001-05:00

A recent article about a website topretirements.com listed states such as Arizona, Florida, Illinois, Michigan, Nevada, New Jersey, and California among the worst places to spend golden years.

As a Florida resident I understand. As a strategic marketing and communications specialist my advice is turn a lemon in lemonade.

States being promoted as worst places need to assess their strengths and weaknesses, determine what can be changed and above all start selling their positives.

Why do people select various states for retirement? Often it's family motivated and the desire to be nearer grandchildren.

People who have lived in a community have roots and whatever the failings of the city and state; this is where they have history. That is a pretty valuable consideration.

New Jersey was described as having the highest property taxes plus cold winters. Yet there are any number of wonderful parks, recreation, vast educational opportunities and proximity to New York to help promote New Jersey. People who live there seem to love it and I'm sure they don't appreciate their negative ratings.

Florida certainly has it's share of troubles but we have some of the finest beaches, outstanding weather and cultural diversity. In any weekend in south Florida you can go from Little Havana in Miami to the posh life of South Beach to the glitz of Boca Raton and Palm Beach and simply enjoy being a pedestrian.

Go Jane

2010-12-07T11:05:00.002-05:00

Jane Fonda's at it again. She's just released new exercise DVD's titled "Fit and Strong" and "Walk Out." If anyone can inspire it's Jane and at 72, she looks great. The exercise devotee advises anyone to get off the couch.

These would be great for senior communities to add to the exercise libraries.

Car Dealerships & Senior Housing

2010-12-06T14:39:00.002-05:00

What does a car dealership have in common with a senior living community?

Customer service.

This past week it was my challenge to lease a car...an experience which I find worse than visiting a dentist.

To visit the dealership; I was prepared. With my cell phone to read emails and my latest knitting project...I was ready for the negotiating stay.

At one dealership; I should have packed lunch too. In about two hours, all I had was a salesperson who would disappear for endlessly and return telling me he needed to locate the car I wanted. No refreshments were offered.

When I left the dealership; he called me with a new, best offer--reducing the price by $5.00 and that the best he could do.

The next day, he called again to tell me there was a factory strike in South Africa and he didn't know if the car I wanted would be available for very long.

The second dealership was only a phone relationship. No invitation to visit...no reassurance that we could make a deal....just the facts and that was it. The salesman never has called again to check on my decision.

The third dealership was eager for my business. They assured me that they would beat the price from dealer A and B and set up an appointment for Sat.

The wait at this dealership was not unreasonable and I was offered beverages. When I said I needed to go out and get something to eat; I was offered Cuban pasteries and coffee. When the paperwork was signed; the financial person provided me with a complimentary mug and candy. When I needed to unpack my trunk; I was given logo tote bags and plenty of assistance.

Another interesting approach was that the salesperson didn't make the deal...the second person aka busines manager negotiated the fine points which left the sales person more as a good guy.

All in all...it's an interesting example of customer service.

Applications for senior housing--be sure to make customers comfortable. Send down to the dining room for a quick sandwich if needed because people may need more than cookies.

Be attuned to someone's schedule. They may not be prepared to stay for hours and need to return for a visit.

Followup and connect. Check back first thing in the morning. The customers who visited you yesterday may be planning to visit your competitor that afternoon so it's good to check back with them.

Provide small gifts. It's a nice touch to give someone to remember you by. A mug, playing cards, note pads, bottle water with a logo label and use a logo plastic bag.

Everybody seems to have a use for tote bags so sending these home is useful too.

Does Your Community Have A Holiday Game Face?

2010-11-24T15:31:00.003-05:00

It is important that your community celebrate the holidays in style. Take a look at decorations and make sure they reflect the image of your community.

We often see holiday decorations that would be appropriate for an elementary school but are not suitable for a senior living community. From activity bulletin boards to the reception desk, it's important to carefully access what first impression you are making.

Sometimes less is more if budget is a concern. Be sure that everyone understand how they may
decorate at home may be wonderful but not fitting of the community. You don't want staff's hurt feelings when their ceramic Santa is removed from the hostess station.

Holidays are a time when communities are on display as families and friends visit. It is also important to make sure holidays recognize both Christians and Jewish people.

If you go all out in your community, this is a wonderful time for holiday open house tours.

We have a community as a client that has a resident who traditionally sets up their electric trains. He's the conductor and everyone really enjoys this celebration. It's become a community tradition.

Celebrate with style and take advantage of this marketing opportunity with prior visitors to invite them for eggnog and cookies one afternoon.

Call Transferring & Lost Opportunities

2010-11-19T11:25:00.003-05:00

Certainly there are times when we need to be away from our telephone but how missed telephone inquiries are handled is a critical link that needs to be strengthened.

I called a community's main telephone number. The electronic messages gave me few options and I selected to be transferred to the marketing department. Did a "live" person answer? You would have hoped so but no. I was now in voice mail heaven.

The marketing director's message explained she would be out of the office for 3-4 days and would not return to the office until the middle of the following week. I was told to either leave my telephone number or call her cell if it was an "emergency". Somehow calls to the marketing department of a senior community could hardly be considered "emergencies" so I opted to leave a message.

If I were a customer needing information and desiring a tour/visit, immediacy would be my concern. As boomer consumers who may typically be researching for parents; the desire for information now is typical.

Double check your telephone inquiry systems. Incoming calls for information should not be permitted to slip through the cracks.

Crafting Great Postcards

2010-11-18T17:10:00.003-05:00

Postcards offer a wonderful use of direct mail but need to incorporate several key points.

Regardless whether post cards are E-post cards or those requiring postage, these tips may be useful:

Get to the point. Catch the reader's attention with a short, catchy phrase. This entices someone to read more;
Provide some type of offer. Make sure specific offers have a limited time duration. An invitation can be an offer, price incentive or something free such as moving guide or book;
Call to action with clear instructions. Someone who reads the post card should know what you want them to do...call, go to the web site, etc. and make sure they can read the telephone number you want them to use;
Use a dominant feature such as headline or picture. One strong photo is better than a collage;
Effectively use both sides of the post card but make sure copy is brief and easy to read.

Post cards are terrific and can be used for holiday messages, invitations and more. They often have greater readership than letters and find their way to someone's refrigerator as a reminder.

INVALUABLE FOLLOW UP

2010-11-11T14:27:00.003-05:00

We recently did a mystery shopping assignment for several continuing care communities. All of the communities were happy to send us a brochure kit and in one case used federal express services to make sure the kit would be on our doorstep the next day.

Each package was extremely comprehensive to the point of overkill. It would take a specialist to ponder their way through the information but that's for another Blog.

None of the communities called to followup after the packages should have been received. This is alarming. Each kit cost nearly $5 to mail and that doesn't take into account the kit's printing and the time to address the package.

Additionally, since my inquiry explained that a visit to the community would be likely in several weeks, why the need to provide this endless amount of information.

The websites for each community were very comprehensive.

Encouraged is a review of the collateral that is sent to a prospective customer. Less may be more. Review content to see if everything really is necessary...after all, you want a first-hand visit by the customer.

Postage Due...A Customer Turn-Off

2010-10-19T10:49:00.003-04:00

This is a small tip...but one that is very important.

Weigh the brochure kits being sent to customers and match postage with weight. It's a good idea to establish what will be sent out and not vary the content since the weight and postage can be predetermined.

Spending too much is a waste of money and not applying the appropriate amount of postage is rude. Sales people may tend to slap any number of stamps on a kit envelop to get it in the mail without considering how much money they are wasting since it's not coming out of their wallet.

We recently had our postman request an additional $.31 cents for a brochure kit from a senior community. What if we were the customer? What an awful first impression this sales person made.

The subliminal message would certainly be...if that's their level of compency, how will they care for my family member or for me.

Withholding a calendar, menu, postcards for later mailings may be preferable than sending everything as a one-time package. By showing up repetively in their mail box--may one day have them decide "now they are ready to move" and your materials kept them interested.

Be sure to include a personal note....in addition to a business card. I can't begin to tell you how many sales people send out the kit without a personal note.

Eliminate "U" word in Senior Housing Wordspeak

2010-10-13T11:06:00.003-04:00

People live in a "home" or it is their residence regardless whether these are mansions or apartments.

People don't live in "units" which technically is a measurement. Too often in verbal presentations from receptionists to marketing departments, apartments are referred to as "units".

Word usage often trickles down the organization and when people hear upper management use words, they may adopt its use in their vocabulary as well.

I've heard CEO's use the term 'at the end of the day' and listened to how this phrase permeated conference meetings and discussions. Another CEO would say he wanted us to "noodle it around" before making a decision. While I envisioned a plate of pasta ....maybe I was hungry; this also was quickly adopted as CEO speak.

"Units" may be used by architects designing a building but for discussion with potential residents opportunities to use terms conveying a residential flavor is far more desirable.

Lost Opportunities: After hours calls

2010-10-11T11:25:00.003-04:00

Okay...there are simply some times when marketing people aren't available to hande incoming inquiry telephone calls at senior communities. We understand.

These times should not be missed opportunities.

While some consultants believe everyone should be trained to handle inquiries, it is my belief that realistically, the most important information training should be in obtaining a person's name and telephone number in order that a qualified person be able to return the call either later in the day or the next day.

In smaller communities after hours calls may be answered by CNAs to dining personnel. Do you want them spending time on the phone when caring for residents is their responsibility?

Training can include a script posted by the telephone and some training in handling these after hour inquiries.

Also, community marketing departments should brainstorm the what ifs...What if someone calls at 6 pm? What if they call on Saturday or Sunday? What about holidays? Transferring calls to some one's cell may be helpful especially when they are out in the field.

It is realistic to plan that a potential resident and/or their families will be calling in advance of a tour. Planning is essential in order that we become a service-oriented organization.

Lost Opportunity In A Prospect's Inquiry

2010-10-06T10:19:00.003-04:00

It's as easy as asking for someone's name and address....and yet in the majority of prospect inquiries calling senior communities, this simple step is often missed.

This is an lost opportunity in a prospect's inquiry and a skill that needs improvement.

Why is obtaining contact information vital? How else will you followup without someone's name, address and telephone number. Putting the responsibility back on the customer puts the customer in the competitors' hands.

It's a nice touch to start off a conversation by introducing yourself and providing your title. This way someone knows that you will be qualified to answer their questions.

Generally, people provide their name in return but if not, it's ok to ask by saying: May I ask your name? Obtain last name as well when someone offers only their first name.

It's important to obtain the name of the person that the inquiry is about--the family member for example and then use their name sometimes during the conversation. Be natural or you may want to say....your mom/your dad etc.

Address, telephone numbers and email addresses can be easily obtained even when someone is not interested in a brochure. Tell prospect that your community periodically has events and that you send mailings and invitations and would like to keep him/her on our list. Asking permission to include them on the list is a nice way to gain information. If no is still the response, you may ask for an email address.

If early in the conversation they object--it may take some further discovery to learn where they are from and if you have their name, you can do some quick research on the web to learn their home address to send a thank you for calling note.

Being Prepared for Crisis

2010-09-13T16:59:00.002-04:00

This is an excellent reminder of being prepared for a crisis. For more info, click here

Face-lifts & Home Improvements

2010-09-13T16:19:00.004-04:00

There's an excellent article in the Washington Post's entitled "Face-lifts aren't just for aging people" by Jean Patteson. She writes about the growing trend in home modification to make homes more user-friendly as homeowners age.

National Aging in Place Week is Oct. 11-16 and the author mentions how she improved a 1,300 square foot house for her aging mother. From improving it with wider door openings, a shower with no doors or steps and a kitchen with more storage at waist level, her mother was able to move within the home with greater ease as well as accessing the outside.

When tackling home improvements working with specialists may be well worth the expense to make sure they are qualified and understand these aging in place features.

To view the article in its entirety, click here.

Home Delivered Groceries

2010-08-20T16:42:00.004-04:00

I read about a new business started by a woman who loves grocery shopping. When her youngest child started preschool, she creted Grocery-Gal.com, a website for peple in the Palm Beach Gardens and Jupiter areas to sign up for her grocery shopping service.

She's targeting older people and dual income families who don't want the hassle of shopping. Her fees are based on a flat rate of the total grocery trip.

I think it's terrific. It shows she's exploring opportunities to fill a need many seniors find challenging and another example of a service which affords seniors the ability to stay where they are living.

While home delivery isn't new and many chains have adopted this, grocery shopping is a personal experience. You want someone to smell the melon or not buy unripe bananas.

Just something to ponder.

Reinvention at 60

2010-08-18T13:18:00.003-04:00

Cathy Guisewite, the creative of "Cathy" is retiring at age 60. The press release distributed by Tribune Newspapers mentioned her desire to spend more time with family and visiting her parents in Florida. At age 60, the article said "she is just realizing that there is a lot more that I want to do creatively." Sounds like a lot of boomers.

I've enjoyed reading "Cathy" for years as her character captured a universal voice of single woman.

I am eager to learn of Guisewite's reinvention.

Mystery Shop Tips

2010-07-21T09:50:00.004-04:00

Having a recorded tape of how your receptionist is answering incoming calls for the community's telephone is a useful practice and helps improve their answering skills.

Permission to tape calls should be obtained from all employees at the time of their employment.

Periodically having these calls taped is quite useful in hearing what a prospective customer hears.

Our calls to numerous communities consistently indicate how poorly the first impressions are made.

For example:

Mumbling the name of the community;

Speaking too quickly;

Not saying their name clearly;

Sounding exasperated--and that the call is an unwelcome interruption;

Telling a caller no one is available to be of help;

Multi-tasking and not giving full attention to the incoming caller;

Sing song voice--reading a prepared script;

Letting the phone ring numerous rings.

While you can hear for yourself how the receptionist sounds to callers, it is constructive to have someone listen to themselves and practice skills with role playing.

First impressions separate your community from competition. Lost leads at this point is inexcusable in today's competitive marketplace.

Reverse Mortgages

2010-06-29T11:39:00.005-04:00

Those in sales and marketing of active adult and senior housing need to understand reverse mortgages as an option for seniors. The recent Palm Beach Post article (Sunday, June 20, 2010) was helpful in providing drawbacks and benefits of reverse mortages and explained it in consumer friendly approach. While there are specialists selling reverse mortgages, the author and her sources noted that reverse mortgages are complicated and a borrower must attend a consumer counseling session with an independent nonprofit group before signing up for a reverse mortgage.

You can view the entire article by clicking here.

Senior Techie's Cover A Wide Range of Abilities

2010-06-29T11:34:00.005-04:00

Back in the day our offices seemed pretty sophisticated to provide an IBM Selectric typewriter which now is a vintage relic that no one wants either on EBay or Craig's List. For me learning to use a computer required a lot of courage and patient friends who showed me the way.

Similarly this new world of Apps along with IPhone, Android or Blackberry has many boomers either embracing technology to be the first on their block or those of us waiting in the wings and taking baby steps. We're in search of grandchildren, nieces and nephews to show us the ways.

The Sun-Sentinel's article (Monday, June 28, 2010) offered great information for novices and writer Daniel Vasquez provided excellent explanations about choices of available products.

We need to embrace change and get out of the mousetrap. I'm heading to the Apple store this weekend.

To view the Sun-Sentinel article in its entirety, please click here.

Touring A Senior Community

2010-06-24T11:28:00.005-04:00

It's always showtime when a sales representative is asked to show their senior community. Regardless if the tour is just to look and the visitors are not prospects, this should be an opportunity to practice touring skills.

Here are some constructive tips:

Greet the visitors with a warm handshake and introduce yourself;

Let them enthusiastically know that you are so happy to show them your community even if a tour is taking you away from a stack of work on your desk;

Be sure to introduce them to other staff members you see along the tour route;

Engage in conversation as you walk through the building;

Get excited about features your community has that are unique. On a recent tour we saw a great art gallery, outdoor card area, music room and a designated classroom but our sales representative was not overly excited about these special features;

Have brochure kits preassembled for visitors;

Ask the visitors questions about what they do...learn about them. They could also be shopping for sales people...you never know;

Ask for their card and send a note;

If the community is quiet with little activity...offer conversation about how this place really buzzes at night, our residents do their own thing during the day, etc. Use the gift of gab to engage and tell your community's story.

Adopting Social Media Impacts Companies' Growth

2010-06-24T11:17:00.002-04:00

A recent article in MultiHousing Professional Magazine (March/April, 2010) by Tamara Schweitzer, cited that America's fastest growing private companies are adopting social media marketing initiatives. Interest in social media has grown since the first study in 2007 was conducted by the Center for Marketing Research at the University of Mass. Dartmouth.

The study looked at 148 of 500 companies and respondents were asked about their usage and familiarity with six types of social media tools including blogging, podcasting, online video, social networking, message boards and wikis.

Social media usage has grown in the past year with 91 percent of the companies reporting that they use at least one social media tool. Many entrepreneurs have embranced sites as part of the their busines strategy including Twitter, LinkedIn, Facebook and My Space.

While 44% of the companies without a company blog say they plan to start one and 36% intend to use some form of online video.

London Opens Senior Play Lot

2010-06-08T11:55:00.004-04:00

I wanted to pass along this article about a "senior play ground" that opening in Hyde Park. Residents campaigned for a facility to help older people get fit.

This sounds pretty special and could serve as a model for cities in the US.

There are six low-impact fitness machines which includes a cross-trainer, a stationary bicycle and sit up bench. The park is free and outdoors.

The playground is aimed at people older than 60 and is modeled after similar play areas elsewhere in Europe. People of any age are welcome but the signage refers to the playground as "Hyde Park Senior Playground".

New Products Displayed at ALFA

2010-06-02T15:32:00.004-04:00

The Assisted Living Federation of America's (ALFA) conference in Phoenix May 2010 offered great new products geared to seniors.

A puzzle company has created vintage picture puzzles for those with dementia. This low cost product offers elders an opportunity to reflect with a variety of vintage pictures as well as problem solve. The founder of DignifieDesigns, Gini Ballou, wanted a product which would offer elders dignity while playing games and be more age appropriate.

The puzzles are easy to handle and would be useful for therapy and interaction. Go to http://www.dignifiedesigns.com/ or contact gini@dignifiedesigns.com.

Mystery Shopping Aids Relationship Building Skills

2010-05-18T11:50:00.004-04:00

Do you know what marketing team members say to customers during a sales presentation or telephone inquiry?

“Using mystery shopping analysis is a constructive way to help sales people improve their sales presentations and feel positive about their strengths and skill with customers,” said Janis R. Ehlers, president of The Ehlers Group.

“Recording telephone conversations is becoming more effective in gauging effective relationship building skills. Without taking time away from real customers, we are finding that telephone mystery shopping can reveal some important tips for sales people to practice.”

In many cases, sales people are data-dumping salient features and prices without even inquiring about a parent’s name. Non-marketing personnel often fail to obtain prospects’ telephone numbers if marketing staff is unavailable to handle inquiry calls.

There’s a goldmine of valuable inquiries slipping through the cracks yet it is second nature for a marketing department to want to spend more in advertising to generate traffic. It costs hundreds of dollars to bring one prospect to a community. Key opportunities are being lost at the point of first contact and in building relationships with families and potential residents.

Telephone techniques can be practiced in sales training sessions to make sure every sales person feels comfortable in creating rapport with callers and piquing someone’s interest to bring parents to visit a community.

For help with mystery shopping, call The Ehlers Group for a project quote.

Medical Visits by Seniors & Caregivers

2010-05-10T12:50:00.006-04:00

I recently was in a lab waiting room and a caregiver arrived with her senior client. The senior was a frail, elderly lady and needed the assistance of a caregiver. But this particular caregiver was disinterested in the person and was providing cursory service.

She was curt in answering questions from both the client and the receptionist and claimed to have no knowledge about the client's needs.

For what little help the caregiver was providing, a taxi service would have been sufficient but this patient clearly needed more assistance.

The situation I witnessed would make anyone upset in seeing what insufficient care and concern was being shown to an elderly person.

There are several suggestions that could make a medical visits easier for the senior patient, a caregiver and the medical providers. If senior communities are providing caregivers it should be their responsibility to make sure all parties are informed and if home health care companies are providing caregivers to accompany clients to medical appointments, they are equally responsible.

1. Make sure the patient has the correct information: a form/file with needed history, prescription and doctor. This should be routine--a caregiver accompanying a patient should not leave a community or senior's home without this package. The lab was asking the patient why she was there and she didn't know--but neither did the caregiver. Someone needs to know.

2. The care giver's responsibility is to care for the senior. The care giver's disinterest was obvious as she was more interested in watching the TV than talking with the senior. She turned the senior's wheelchair away from her rather than engage in any conversation.

3. The caregiver should know what test the patient is undergoing and be prepared to wait with the client. The caregiver is more than a taxi driver...he/she is responsible for the patient.

4. The caregiver should know if patient can drink water prior to testing; if patient has had food prior to coming to the medical facility. The lady kept asking for water to drink and the caregiver refused her request saying, "You know you aren't thirsty" and "You pulled this last week".

Perhaps we need some mystery shoppers checking on our professional caregivers.

Ambassadors Offer Community Assistance

2010-04-12T10:50:00.004-04:00

I read about a great program called "Ambassadors" which is operating in 21 gated communities in Boca Raton with 80 volunteers who have served more than 500 needy seniors.

This is one of eight across the country recognized by the Alliance for Children and Families, a national family advocacy group as a model for taping older Baby Boomers who assist their elderly neighbors and allow them to remain at home instead of moving to nursing homes.

It is a great channel of volunteer efforts. The article in the Sun Sentinel mentioned a person who buys people their groceries, arranges transportation and connects them with social services and monitors their well-being.

The Jewish Family Service program is through the Alpert Jeishe Family & Children's Service of Palm Beach County and provides volunteers training and more knowledge of community resources.

Our cities need to embrace these efforts--there are great people who want to give back and many seniors who either don't wish to move to a senior community or who can't afford them. These are alternatives that can help without being costly.

Revitalizing Leasing and Sales in Senior Communities

2010-03-17T16:36:00.003-04:00

These are times when the tough keep going. Marketing senior living housing to potential new residents takes extra special efforts.

Here are ten useful tips:

1. Know thyself. It’s critical to assess the first impressions a community makes on a prospective resident. Regardless of tight budgets, pay attention to landscaping and flower beds, signage, working entry gates, painted guard houses and front entry doors.

2. Directors of first impressions are both receptionists and security guards. Coordination with these people is essential so they can anticipate visitors and welcome them to the community. This may slip through the cracks as communities get comfortable with procedures.

3. Know the competition. Shop competitor communities more frequently and update information. Knowing their census and current concessions is important. If you are well known in your marketplace, it may be useful to utilize mystery shoppers to glean information.

4. Brainstorm with team to update strengths of your community against competition. A community which is about 10 years old promotes their apartments as being just like new: appliances, carpeting, paint and re-grouted or replaced bathroom tiles. There is on-going preventative maintenance underway and the community always looks sparkling.

5. Conduct informational focus groups with more recent residents and solicit their opinions experienced during first six months to a year.

6. Utilize exit interviews with previous residents and/or families. While it may be impossible to have them return, this sensitive customer service approach opens the door for feedback on what the community either did well or not. People value a listening ear and like to share with unbiased listener.

7. Evaluate the web site. Does your web site have a personality and reflect your potential buyers’ persona or does it look like every other senior community web site? Use words that talk your customer’s language. Think how the site relates to singles and couples as well as families.

8. Treat every customer as an individual. We tend to generalize about customers but everyone has their own distinct personality, needs and timetable. This is when we want sales people who are compassionate listeners and can offer reassurance.

9. Encourage sales people to court their customers. Spend time visiting their home and discover their family legacies and traditions. The time invested to become a family friend will be treasured and will catapult leasing results.

10. Provide positive reinforcement to sales people with constructive and on-going training. Correcting a golf swing takes more than one session with an instructor and similarly every sales person needs coaching and mentoring.

Let us know how you are doing.

Retail Stores Hours Not Matching Consumer's Shedules

2010-03-11T17:18:00.003-05:00

It's certainly acknowledged that small retail stores are being challenged as today's consumers watch their disposal income more carefully.

And as all of us boomers stay home nesting and cocooning--crafting must be on the rise. It intrigues me that many specialty craft stores gear their operations to employees rather than for potential customers.

Needlepoint stores seem to close at 4:30 pm on weekdays and earlier on Sat. Knitting shops also rarely stay open past 5:30. Heavens forbid closing at 7:00 or later.

What are we to do? The large chain craft centers such as Michaels which have better hours and wonderful selections with great prices offers little support. The crafter goes it alone without any support or advice from talented employees . There are few classes and demonstrations in many markets.

There are those of us who are "want to be crafters" but opportunities to learn fundamentals are a real challenge.

It's interesting that the customer is the loser. When stores gear their hours to when employees can go home for dinner without staggering these times to attract new customers who have scheduling constraints.

Hopefully they will survive these times.

"Needing More Attention"

2010-02-24T14:36:00.004-05:00

A recent stop at a Boca Raton clothing boutique made me think of the wonderful movie "Pretty Woman" and Richard Gere taking Julia Roberts back to the Rodeo Drive store and requesting more sucking up after the sales women slighted her.

This particular boutique needs a similar visit by Richard and Julia.

I stopped in at 4:40 on a Saturday afternoon and before looking at their racks, asked what time they closed. I was told at 5 p.m. which wasn't a problem since I was just browsing.

But then another sales person came up to me and announced, "we close in fifteen minutes." Following me around, she restraighened any clothes I touched. I left in five minutes.

How do you make a customer feel unwelcomed?

I hardly believe any of the women in the store that afternoon were its owners. Considering the economic climate today, it would seem that any prospective customer would warrant being made to feel comfortable despite the store's closing time.

Perhaps I was in search of a fabulous outfit to wear that evening and I just decided nothing in my closet would do. These less than attentive sales people not only missed one sale but future sales.

The old adage about keeping customers satisfied versus losing them and how a dissatisfied woman will tell not one but many of her experience certainly holds true.

When we conduct exit interviews with families about their family member's senior living community experience, resident satisfaction is what is talked about the most. We hear if families were satisfied with staff. Staff that shows concern and interest and keeps the lines of communication open makes all the difference in the world.

Retail and senior housing seem pretty different but there are some similarities. We want people to be relationship oriented...we want to have someone interested in us. It just takes a few more minutes.

I hope Richard and Julia tell that boutique on Palmetto Park Road in downtown Boca about the power of sucking up to prospective customers. In the meantime, I think I'll return to Nordstroms at the mall.

Seeking Senior Love Stories

2010-02-12T14:21:00.007-05:00

Our company is seeking "365 Senior Love Stories" by July 31, 2010.

The Ehlers Group, an award-winning strategic marketing communications company which specializes in marketing programs for senior housing communities, is kicking off its quest for 365 Senior Love Stories on Valentine’s Day, February 14, 2010, for a book being compiled by authors Janis Ehlers and Kerry Green.

“We are often inspired after meeting residents at our clients’ communities,” said Ehlers. “They often have such rich histories. From their first meeting and courtship to when they married and their early lives, these are wonderful heartfelt stories that need to be written down.”

The idea for the book was sparked during a recent visit to The Carlisle, a retirement community in Naples, Fla. Residents Jim and Winnie Perrill shared the story of their second marriage with Ehlers, who thought the romantic couple’s life sounded like a Lifetime Television movie.

“They are so in love and happy,” said Ehlers. “Everyone enjoys hearing a great love story.”

Entries for 365 Senior Love Stories must be submitted by May 31, 2010. Additional submission guidelines include:

* At least one party must be at least 70 years at the time of submission;
* Both parties must be living when the submission is made;
* The submission may be written by the couple, relatives or third-parties on their behalf;
* Submissions must be no more than 400 words (include how the couple met, courtship, wedding ceremony, length of marriage, etc.);
* Submissions must be typewritten and include the full names of the couple, address and telephone contact information for verification;
* The published story will contain only first names and ages;
* Submissions without telephone numbers cannot be considered;
* Submissions may be rewritten, edited and shortened at the discretion of the book authors;
* Book authors reserve the right to select the love stories for publication and will notify the submitters in advance of the selection;
* If you would like to submit a photo(s), it could be a wedding photo, a picture of the couple when they met or a recent photo. Pictures need to include the couples’ names and a photographer’s name if credit is required. Photographs altered in any fashion are not accepted. Pictures can not be returned. Image requirements: JPEG file format and 300 dpi. Please provide pictures that avoid red-eye, busy backgrounds, etc. Image where the couple’s heads and eyes are on the same level are preferred.

To submit a Love Story, please email SeniorLoveStories@TheEhlersGroup.com. For more information, please call 954-726-9228 or visit 365SeniorLoveStories.blogspot.com.

Hope you will help us in finding Love.

What's Cooking for Super Bowl?

2010-02-04T14:52:00.004-05:00

Tired of traditional chili and doritos for the Super Bowl?

This year if you are cheering for the Saints, you may want to kick up the menu with a bowl of gumbo. I have adapted this recipe from Cooks.com for Shrimp and Okra Gumbo .

Now for anyone that says they don't like okra...you can't even tell it's there.

4 tbsp. canola oil
4 tbsp. flour
2 lb frozen chopped okra
1 large onion chopped ( I used sweet)
2 cans (large) plum tomatoes chopped or whatever's in the pantry
1 can tomato sauce (medium)
1 bell pepper chopped fine
2 stalks of celery, chopped
1/4 c. parsley (or tablespoon of dried)
1/4 tsp. thyme
1 tbsp. basil
1/2 tsp. Worchestershire sauce
2 lb peeled shrimp
2 quarts water
salt and pepper
Optional: 1 package Andouille sausage
Misc Cajun spices to taste, file powder and hot sauce

Make a good dark roux in a heavy pot with hot oil and flour. Add water slowly then okra. Add all vegetables and seasonings. Black or red peper or Tabasco may be used depending on your preference.

Cook for 30 minutes to an hour. Then add shrimp but do not overcook. Gumbo should have a thick consistency, somewhere between a soup and gravy. Serve with cooked white rice in a bowl and sprinkle with file powder.

Enjoy and Go Saints......

Directors of First Impressions

2010-02-03T13:24:00.004-05:00

I love the title "Director of First Impressions".

I've seen this nameplate at several offices and the receptionists seem to love the designation. It's a subtle reminder of their value.

In many welcome center offices for 50+ housing and senior living commuities, computerized systems may be used more frequently and in some ways this is a shame.

A live person can set a welcoming first impression....or not. In mystery shopping many communities both by telephone and visiting on site, I find the personnel selected as a Director of First Impression need some polishing.

A few tips:

1. Say the name of the community....your name....and a greeting. Good morning. This is (name of community) and (name of person) speaking.... or Thank you for calling (name of community) this is (name of person) speaking.

2. Speak slowly and clearly.

3. If person needs information regarding sales/marketing/care, the persons who handle these calls should be predetermined. Smaller communities may funnel calls to an administrator or director of nursing or both. The person answering the phone may also be the person providing information. If this is the case, they should provide their title or information as to their role so the caller knows to whom they are speaking.

4. It's much more important to get a tour than provide a laundry list of features and services.

5. Ask about the family's situation/parent's name and use the name at least once in the conversation.

6. A call is an opportunity to start a relationship and make a good first impression.

These few tips may help Directors of First Impressions.

Buying Jeans

2010-02-01T16:24:00.002-05:00

Boomers will agree buying jeans challenges one's dignity. While it is recommended that a jeans shopper bring an objective advisor along to look at the back, I recently had to rely on mirrors and a sales person for this back view.

While some may associate Las Vegas with gambling and entertainment, I find it a wonderful place to buy jeans.

During the recent International Builders Show (IBS), my reward for networking and lecturing was a pair of new jeans. Off I headed to The Forum Shops in Caesar's Palace.

Last year I found a great jean selection at Scoop but to no avail this time. The jeans were geared to generation X and Y or very skinny boomers. When I asked the young sales woman if they had jeans for her mother, she didn't understand my sense of humor.

I then opted for 7 For All Mankind. Here I found the sales person of my dreams...Mandy. Mandy showed her expertise by letting me know she had been selling jeans for 17 years, starting at the Gap and then moving up the jean label ladder of success.

She wanted me to have the latest. I was hooked. To the dressing room I went and was offered bottled water. Nice touch.

When I found a style I liked, Mandy found it in the wide variety of washes and an equally variety of wiskers--the bleaches streaks that blend out horizontally on each leg.

And then there were the lengths....to wear without without boots, heels and flats. One length does not suit each heel height. Mandy suggested a length that could be slightly tacked with tape rather than permanent hemming. She also educated me about air drying vs. drycleaning.

The retail shopping therapy session lasted about 45 minutes. The result: Mandy successfully sold not one but two pairs of jeans.

Lessons learned:

1. Gain the shopper's trust. Mandy shared her background and experience.
2. Know your product. This lady knew the merchandise and the types of bodies best suited. She had my trust so I took her word what would look good on me.
3. Make the customer comfortable. It was a nice touch to offer water.
4. Listen to the customer's comments. She brought jeans to me that reflected my comments about length and coloration.
5. Be patient. Her energy was remarkable and she was very patient and confident her product would sell.
6. Love what you do. This lady was fantastic....she could sell houses I'm sure too.

Boomers Aren't Retiring Just Yet

2010-01-13T09:11:00.004-05:00

Developing an active adult community? It is a misnomer to refer to your community as a retirement community. More and more boomers will continue to work well into later years and many by choice.

I recently heard a great term "Encore Careers" used to describe those of us who may discover new career opportunities and new chapters in our lives.

I visited a senior condominium community in Princeton which is technically a 55+ community but with gourmet dining and a more comprehensive service package, conversation with people at the next table was very interesting. They were professors at a nearby university working with graduate students and they were 80+. It was inspiring.

They liked the conveniences offered by the maintanence-free lifestyle which enabled them to work and travel worry free. While missing their prior home, they found this new community much better suited to their lifestyle. Now someone else arranged for the snow to be shoveled and they didn't have to come home after working to cook. They sat at dinner planning their next European cruise.

This is the customer we need to think about when planning our marketing efforts.

Who is a Senior?

2009-12-22T13:18:00.006-05:00

It gets very confusing--the term "senior".

For some, "senior" refers to someone over 55. While we readily accept the description of boomer, the term "senior" seems reserved for our parents generation, now 80 years and older.

Senior citizen discounts range in age. Denny's specifies that you must be at least 55 and older to order from the senior menu. Our local movie theater specifies senior discounts for those 65+. TJ Maxx offers senior days to 60+.

AARP which used to be known as the American Association of Retired Persons not only changed their brand name but sets their audiences age at 50.

A article in Tribune Newspapers entitled "Yes, we are senior citizens" noted social security benefits kicking in at age 62 but 65 as the age for better benefits. In explaining the disparity in discounts, the author quoted Terri Albert, marketing professor at the University of Hartford's Barney School of Business, who explained how different organizations define the word "senior". Sixty-two and 65 are the Social Security Administration categories while AARP lowered the age to 50, adding millions of potential new members.

Associating "senior" with retired certainly is inaccurate. According to the Bureau of Labor Statistics, more than 80% of workers ages 50-54 held jobs last year.

Gearing our senior communities to the customers of today and the future needs to focus on the customer's needs and desires. Are they active "active adults" who are more empty nesters than retirees who may be less active? Are they semi-retirees desiring a "lock and leave" lifestyle without bundle services such as meals and housekeeping.

I recently toured an active adult community in the Princeton, NJ area. The homes were spectacular but every entry was up a flight of stairs and backyards required another set of stairs. While many of the master bedroom suites were on the first level, some of the homes provided elevators as a standard feature. These homes would certainly have appeal for many but the customer would be the active "active adult".

Interesting pondering.

Savvy Sales Approaches to Reach Women Home Buyers

2009-12-18T13:47:00.004-05:00

In a recent Miami Herald interview with Delia Passi about her findings in a 2008 study with the Warton School of Business, she showed women are far more loyal customers than men so long as their expectations are met.

The former publisher of Working Woman and Working Mother Magazines considers herself a consumer advocate for women.

Her findings reinforce that real estate sales people need to polish their skills when it comes to today's home shopper. Those who assume there is a husband to write the check may be sorely mistaken. Women of all ages are buying homes on their own.

Our audio mystery shops show a salesperson saying, "Why don't you and your husband come for a visit"" or "When are you and your husband planning to move?" The assumption that the customer is a couple is much more common than we'd like to think.

Couples may visit a sales office together but only one of the individuals may be taking title of the home. That's tricky...determine whom is living with whom--if at all. A sales person needs to be very perceptive or simply ask rather than assume.

Also, assuming that the male is the wage earner may no longer hold true either, And of course we now have all those "cougars" hopefully buying houses too.

In today's economic struggles, welcome the customer and throw out the assumptions.

Women customers will value the model homes and may return more offen to see if the home fits her. She wants to know there is good value. Also, count on the woman customer to help you spread the word. Women are naturals when it comes to word of mouth marketing. If they are happy, they'll tell your potential customers.

Keep earning her loyalty...send cards, remember her birthday and holidays. She needs to know you care and customer service is key after she buys the home.

The Art of the Tour

2009-12-16T14:01:00.004-05:00

Tours and traffic go hand in hand with both real estate and senior communities. People need to tour a community as part of their decision making process. Often there are multiple tours and visits even involving friends and families. These decisions at this point in someone's life are big decisions and not taken lightly.

A community in NJ takes a different approach to tours. The CCRC discourages walk-ins. If you spontaneously decide you want to visit, you can't see the community without a prearranged appointment.

Tours and appointments are booked 14 days in advance of a visit. They are conducted in 2 parts--residents show the community first to visitors and then there is a meeting with a sales counselor who explains the financial aspects of the community. The community only has two tours per day. Tours are not based on the customer's schedule--it's the availability of residents.

While the community is happy to send a brochure kit with mailing costs of $2.50 or more, no telephone followup is conducted to establish a next step.

In today's approach to the selling of senior housing, this is a new strategy to me.

We recommend discovery between an experienced sales person and the customer. This may take 30-45 minutes and follows a track of give and take questions to build rapport, learn customers' interests and needs and establish a profile of the specific customer. Residents showing off the real estate aren't conducting discovery.

Presenting financial aspects is a secondary part of the presentation. A person first needs to decide they like it before they can determine the affordability. And who knows? What someone first says they can afford to pay may be entirely different--remember the term move up buyer.

While every community discourages walk-ins and prefers appointments, there is a place for these drop-in spontaneous visits. As customers become more "boomer-like" and want it all about them....the "by appointment only" and "only twice a day community" may find itself with far more vacancies than the competition.

What will they think of next?

2009-10-09T15:20:00.003-04:00

Have you ever thought...wow, wish I had thought of that? That's what I thought when I read an article about 73-year old Susan Soper, who has created the ObitKit, a guide to help you personalize the obituary process and create a written legacy.

We were told in journalism school, that newspaper's entry level jobs required a stint writing obituaries. I opted for a public relations career but have been fascinated reading both obituaries and lengthy marriage announcements found in the NY Times and Washington Post.

Some obituarities capture someone's legacy perfectly and tell their own personal history while others gloss over their interests and life achievements. My morning can be inspired reading about someone's life's accomplishments and philosophy of living.

Susan's guide offers a fill in the blank format to compile the information your family will need and is geared to the boomer generation who she said seeks to control everything, not just till the end of our lives but beyond.

The ObitKit sells for $15.00 at http://www.obitkit.com/

Challenges of Field Research

2009-08-24T15:53:00.004-04:00

I recently needed to visit about ten senior housing communities for a competitive market analysis. As consultants, this is what we advise our clients they need - to know the competition as well as you know your own community.

Marketing consultants rarely share their road tales or the trials and tribulations of researching.

I really enjoy finding my way in a new city. Thank goodness for GPS - although the GPS wouldn't warn me of closed expressway exits - I don't think I could have accomplished my tour without one.

There's a lot of alone time on a market research trip - communities sales offices are closed and I like to use some time to let my research go beyond communities. You learn a lot from talking to locals.

Communities need to come to terms with the fact that they will be shopped. It will either be done honestly with a consultant volunteering that they are doing a competitive market analysis or it will be done with someone posing as a potential adult child.

Think about it....do you want your sales person's valuable time spent with someone posing as a family member? That's about 1 hour down the drain coupled with followup (hopefully). Wouldn't it be better to have them talk with a consultant and provide a quick tour which takes all of 15-30 minutes?

Also, they may as well be honest. Telling someone you are at 99% occupancy but there are flyers on the desk advertising discounts and referrals--hummm. Makes you kind of suspicious.

Develop a policy for the welcome center-sales office so sales people know how to handle these inquiries.

Generation Gaps & Social Networking

2009-08-10T16:35:00.005-04:00

A recent "Dear Amy" column made me laugh. The writer aka "Computer Literate" said she wanted to refute a previous column that said that "older folk are too old to do Facebook".

She said she had friends who use it but she's too busy. Her life is filled with blogging, photography, emails, real friends and family. If she wanted to she would and said she was quite capable, in spite of being an antique.

Love it.

We're encouraging our senior housing communities to offer Facebook and Twitter training.

Team Buy Ins

2009-08-10T16:22:00.004-04:00

Involve the team--it's a win-win.

We regularly meet with our clients and try to encourage the inclusion of team members and a sharing of ideas. In senior housing, the sales counselors are often the point of first contact and their rapport skills with customers are vital to the sale.

In a recent team meeting it was the sales counselors who shared their insights into what customers find of interest that we could spin for writing press releases.

Their enthusiasm for the community was so evident. They believe their community was better than the competition and would happily tell you why.

I heard great stuff. The stuff that makes deals and that reassures families.

I asked if they had renovation plans and was told "they renovate every day". When every apartment is vacated it receives a full update with new appliances, carpeting and paint. If bathroom tiles are needed, flooring is replaced as well.

This particular community always sparkles--from the minute you arrive.

You don't hear excuses, we are getting around to it or it's not in the budget.

When employee and resident parking became a problem--too many cars and not enough parking spots--management found off site parking for employees and provides a shuttle. Not ideal but residents and families are much happier.

This community puts its residents first and all employees buy into this.

Involve your team...it's important to see the community through their eyes.

The Value of Plastic

2009-07-28T15:11:00.005-04:00

Taxi cabs now advertise the ability to take credit cards and there really is a safety factor in this practice as well as offering a great service to travelers.

In my recent travels to Orlando and NYC, the two cities offer great contrasts in practicing what they preach.

When I started out from the Orlando airport to my hotel, I asked if I could use my credit card for the fare. "Oh no" the driver replied barely speaking English. He explained the credit card machine wasn't working.

Having encountered this same excuse in Fort Lauderdale, I decided to stick to my guns and used my cell phone to call the taxi cab company's telephone # posted in the back of the cab. The manager was very sympathetic and said they could take my credit card. If the machine didn't work, my cab ride was complimentary. He called the driver and they discussed this.

When we pulled into the hotel's entrance, my driver again insisted that he couldn't use the credit card machine and needed cash countering his managers instructions.

But I stood my ground and would not relent to paying cash. The driver wrote down my credit card # and I anticipated a huge charge on my invoice with a credit card used for who would know what.

Continuing my trip to NYC, there was an entirely difference experience. In the Big Apple they are happy to take your plastic. Long or short taxi rides can be paid by a simple swipe and include a gratuity of 15-20%. For a business traveler, it's a great way to document travel without tracking receipts and for a personal trip, better to keep the cash.

My first cab driver in NYC climbed in the back of the cab to show me how to swipe the card and post the tip.

What is the message in my taxi experience? First and foremost--customer service. Making an experience easier for the customer is a win-win. Not providing the service that is advertised is a lose-lose. People have a bad taste in their mouth and tell their friends as well as their Blog.

Neimans & Nordstroms

2009-07-23T15:18:00.005-04:00

I must admit one of my favorite pasttimes is shopping and whether it's finding bargains at Walmart to thrifting at Goodwills, the pursuit of treasures is so much fun.

As a marketing consultant, shopping is also an opportunity to really experience a new city and it's people.

A Banana Republic in Wichita, Kansas was somewhat different from our local BR of Boca Raton. There was a far greater selection and merchandise on sale. The same helpfulness by sales people was present and they seemed happy to have ladies throughout the store browsing for bargains.

It's interesting in visiting Neimans aka as Needless Mark Up. I think Stanley would be disappointed today if he toured his stores. Neiman's sales people have such an attitude. It's as if they are bothered by us browsers but potential purchasers. Heavens, we mussed the racks or wanted to try something on.

We are the customer...aren't we? No salesperson knows for sure what we will spend or what needs we may want to fulfill when we touch and feel the cashmere pajamas or try on a designer blazer.

In the Tyson's Corner location, they particularly look down their noses in most departments except in the fragrances. Here, with discretionary purchases that probably are $100.00+, we found the sales assistants very helpful. The CREED counter was staffed by a CREED representative and she really knew her products. She provided excellent education about the individually of the various fragrances and even which was worn by Princess Diana. We became very receptive and eager sampled various blends. She won us.

My return of an article of clothing (with a receipt) that fell apart was not as well met. Both the sales person and the department manager looked at me like I had damaged their clothing rather than accepting that it just didn't wear well. Wow. Next time Nordstoms for me.

I also returned shoes at Nordstroms which on their first wearing caused heal blisters. Did Nordstroms complain? Not once. They credited my account and simply smiled. How nice.

What are we learning from my shopping experiences that fit marketing senior communities? Personal service and caring. We just want people to respect us and be helpful. It goes along way. The old adage of not judging a book by its cover also holds true.

Appearances don't necessarily indicate what we will spend or when we will spend it.

Good sales people should be nice people too.

Showing Appreciation

2009-07-21T17:19:00.004-04:00

With limited budgets for speakers, trade associations have often opted to not pay speakers. This is an understandable agreement since the exposure is well worth the expense.

But the costs to be a speaker includes travel, cabs, hotel and meals as well as time away from an office. Additionally, there is the speech writing and preparation, powerpoint creative and handouts all born by speakers.

Some associations graciously offer a complimentary registration for the conference and if there are cocktail parties and exhibit hall events; these may be also be at no additional cost to a speaker.

When associations are struggling for attendees; it's certainly a win-win to have warm bodies fill spaces.

At a recent Florida conference where I was a speaker; this was not the case and my co-speaker and I were not invited to attend conference sessions or networking events. While this is the association's policy; these opportunities for goodwill need to be reconsidered.

I know managing a conference is very detailed and intensive but not showing appreciation to speakers is a missed opportunity.

Priority Programs Need to be Exclusive Offers

2009-06-26T16:15:00.004-04:00

In a recent comparison of several senior community's Priority Programs, it became obvious that many of the offers were not exclusive to future residents. Many of the offers would be available to anyone visiting the community--deposit or not.

Our customers and their families read the small print and this is a missed opportunity to sell true benefits. Priority Programs should be exclusive and make these early depositors feel special.

For example: monthly newsletters and invitations to social events as well as opportunities to tour a pre-construction building would be offers to any prospect. Closing incentives would need to be used as such and not also in the priority program.

Some benefits that caught our eye as well as their merchandising:

* Resident privileges so you can participate in community activities;
* Guaranteed locked in rental fees for one year;
* Discounted membership at the local country club;
* Complimentary merchandise;
* Complimentary birthday cake-celebration
* Moving assistance

Focus on making the Priority Program exclusive and sequential incentives that people receive each month. This is where creativity may really capture someone's attention.

Sometimes it's just a little tweak

2009-06-23T17:52:00.004-04:00

In working on a tele-mystery shop project for a client, I was surprised at the number of Welcome/Information offices that were unattended during a business day. My calls were transferred from a community switchboard to the welcome center and a voice mail recording took my name and telephone number. Many of my calls were not returned the same day or were returned later in the evening after 7 P.M.

The most interesting thing--when sales people returned my call, they quickly left a message but did not repeat their name or telephone number. Often I needed to replay their voice mail message to jot down the information.

It's these little things that really make a difference to a potential customer. These first impressions really matter. As an adult child shopping for a parent, needing information when doing the research is vital. Times are tough and we can't let potential customers slip through the cracks.

Go To Meetings.com & Headphones

2009-06-08T17:38:00.003-04:00

We are planning our first Webinar, June 9 with excerpts from the presentation we gave at the 50+ Housing Symposium in Philadelphia last month. In preparation, I purchased a Logitech ClearChat style headset. What a great device.

After a trial run; I"m sold on the use of the headset as well as the convenience of http://www.gotomeetings.com/ as a replacement to conference calls. For a boomer like myself, embracing these new opportunities makes me smile. The Nike "Just Do It" slogan certainly sums it up. While it make a take alittle longer to master; it's a great feeling to leave the cheese and venture forth.

NAHB's 50 + Symposium in Philadelpia Offers Tons of Tips

2009-04-30T16:37:00.006-04:00

If you think the 50+ housing market lacks potential ... think again. The recent Philadelphia symposium (April 27-29) offered positive signs. The annual conference offered 19 different sessions geared to the 50+ housing market, the exhibit hall and the 50+ Housing awards.

The Keynote session and economic forecast with David Crowe, Ph.D., NAHB, Washington DC and Mark Zandi, Moody's Economy.com provided a good overview of where we've been and what the future holds for a housing recovery. They feel the fiscal stimulus will help. It's well designed giving funds to states and unemployed as well as cutting taxes to reduce payroll tax and infrastructure spending. Zandi anticipates the downturn will end Dec. 15 but recommends reading his book for greater details.

I was a facilitator and judge on an interactive program organized by Jane O'Conner, CAASH, CMP, MIRM of 55 Plus, LLC & Mature Living Choices and Amy Martino, CAASH and AIA of Building Site Synergy. "The Competion: Build a Better 50+ Community" divided the group into two development teams to plan the perfect community.

Architect Bill Sutton of Sutton Yannis, Tysons Corner was among participants.

Other judges included industry icon Bill Becker, The William E. Becker Organization; interior merchandiser Lita Dirks from Denver; Jay Metcalfe of Wyndham Homes in Brewster, NY; and Gary Snider, AIA of BSB Design, in Boston.

The 90 minute session certainly got creative with alot of type A's contributing.

There was great networking and opportunities to see old friends. The NAHB staff at the 50+ housing council did a great job organizing sessions and managing the event. Special thanks to the team.

More on my session High Tech, High Touch in a later blog.

Value of Exit Interviewing

2009-04-22T10:29:00.002-04:00

We've been conducting exit interviews for several of our senior housing clients and what we been learning is very valuable. While it won't bring a vacating resident back to the community; it fosters goodwill with families and residents who welcome the opportunity to talk with a third party, non biased listener. This telephone interviews take no more than 3-5 minutes of someones time. Questions delve into the reasons behind the move--what precipitated their departure. If communities then take this information back to their operations managers; some issues can be addressed to improve services and communications. In this economy it would seem that reasons behind a departure would be based on the monthly fees but we find many more reasons behind residents leaving a community.

Education an Investment in Tough Times

2009-03-31T16:22:00.004-04:00

On March 25, 2009, I had an opportunity to sit in on the sales/marketing course taught by David Smith as part of the University of Maryland-Erickson School's continuing education program geared to senior housing. It was a great opportunity to spend the day absorbing and being surrounded by some great people. One exercise validated our company's efforts in mystery shopping and participants called 20+ senior communities and focused on the first impressions sales people made with first inquiries.

With these tough times; you would think their skills would be excellent--yet few communities practiced skills in creating good first impressions and relationship building. Few communities obtained the caller's name or their needs. More often it seemed that sales personnel switched on their script and resorted to what Smith calls "data dumping." There was a lack of concern and interest.

Communities can do better. It takes retraining efforts starting first with taped mystery shopping--services we provide. When thousands of dollars are spent on advertising and marketing people ask for more ads and new traffic; these first impressions need to be harnessed before additional dollars are expended.

Senior Community Event Creates Win-Win For Marketing

2009-03-20T17:10:00.005-04:00

It was a quadruple win-win when The Carlisle, a luxury resort-style senior living community, hosted a "Sail Away With Fashion" charity luncheon and fashion show.

With resident models, a community charity and Evelyn & Arthur, a local clothing boutique, it was a winning formula for an event which drew rave reviews.

It attracted the target audience and potential residents who had never visited the community;

By recruiting residents as models, there was lots of enthusiasm and support by the community as well as by staff;

People were happy to pay a nominal fee for the luncheon, knowing they were supporting a local cause;

A clothing boutique geared to the mature market offered selections to appropriately fit people's budget and lifestyle (It wasn't Fashion Week).

This is a perfect example of a community marketing success: an innovative activity department working together with the sales team.

It takes a team effort to make a winning combination.

IBS 2009 - New Strategies For Reaching 50+ Buyers

2009-03-20T16:52:00.000-04:00

Janis Ehlers, president of The Ehlers Group, and Margaret Wylde, president of ProMatura Group, collaborated at last month’s International Builders Show in Las Vegas to present findings from a telephone survey of most recent active adult purchasers throughout the country and related marketing strategies.

ProMatura Group’s data was compiled from purchasers in 135 active adult communities throughout the country. Nearly 600 participants who had moved to an active adult community within the past two years were surveyed.

According to Wylde, drawing on the most current information was especially relevant in this market since buying behavior may have significantly changed due to economic conditions.

“When prospective buyers may take up to eight months to make their buying decision, marketing strategies need to adapt to their timeframe,” said Ehlers. “Keeping buyers engaged and returning to the community takes a creative commitment.”

Ehlers recommends revising marketing plans to better utilize a variety of advertising, publicity, promotional efforts. Additionally, e-marketing techniques offer opportunities to stay connected. Using e-blasts, e-newsletters and e-correspondence is effective as well as delving into the efforts by salespeople in building and maintaining customer relationships is needed.

“Appearance of grounds and buildings ranked much higher than green construction materials in influencing customers’ decisions,” Ehlers said. “Builders need to look at their communities as customers. Especially when sales are slow, refreshing and rejuvenating signage, landscaping and exteriors can bring new life to a community.”

Merchandising the green construction features is of value too. Developers should take greater advantage of this marketing opportunity to educate the consumer.

Word of mouth referrals ranked nearly as high as community marketing and this supports the value of customer service and satisfied customers, agreed Ehlers and Wylde.

The 50+ consumer has networks of friends and families. They talk about their buying experiences. Families were highly influential in referring parents to a community.

“The buzz a community creates through special events, e-marketing and traditional marketing can’t be underestimated in keeping the community’s name out there,” Ehlers added. “Communities where there is one-on-one contact with the builder offer an excellent opportunity to forge friendships with customers; key in the customer relationships.”

The study supported that the 50+ customer needs to see reality. The investment in model homes and a clubhouse were very effective in the purchase decision.

Additionally, the sales representative strongly affected the purchase decision of the active adult customer. Ehlers and Wylde noted this is very indicative of the value of an in-house sales team and that training opportunities in customer skills need to be on-going.

The Ehlers Group offers an e-newsletter with marketing tips for 50+ communities. For a complimentary copy, please email info@TheEhlersGroup.com. For a copy of the Ehlers/Wylde IBS presentation, please email info@promaturagroup.com.