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.