Competitive Reviews & Mystery Shop

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

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

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.