A recent editorial in Senior Living Executive by Richard P. Grimes mentioned that an institutional language still is used in senior housing.
We need to start doing better. We need to embrace change and move away from the idea of institional care, facilities, patients, adl's and socialization.
Similarly, there was an article which was picked up on a local tv station about assisted living communities. Sadly, the clip the tv station used to accompany the story was an aerial of a very old 55+ condominium community in West Palm Beach, Florida called Century Village. What a shame this was a missed opportunity for some hearwarming video of a senior living community.
In my book, Marketing Senior Housing, I devoted a chapter to the language of senior housing and referenced subtle changes that need to take place speaking with customers. It's difficult when the trade association, ALFA (Assisted Living Federatin of American) implies assisted living facilities--yet we are telling everyone, people don't live in facilities...they live in communities and don't call them facilities.
Mystery shopping reveals the language being used by sales people. It's a good starting ground for training on a customer focused language that builds rapport and benefits your community.
Embrace the change. Speak to the customer in the language they understand.
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Assisted living facilities are a great option for many seniors. In between completely independent living and nursing homes, assisted living facilities are ideal for seniors who want self-sufficiency but also access to managed care if need be. Thanks a lot.
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Most people tend to mix Assisted living with nursing homes, though they are two completely different set of living.
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