Who is a Senior?

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

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

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?

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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


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


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


4. 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

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.