One of the aspects that makes the of Retirement Community business unique is that the pre and post sale client is almost always completely different individuals. We all know that adult children are the ones that drive the decision for moving their aging parents into a Retirement Community but are you consciously aware that the profile for that client is dramatically changing?
It used to be that the profile of this client was a 40-something housewife, able to visit various communities during the week and manage the entire process. These days adult children are not only 60-something but their still actively working, frequently high-impact careers that demand 60 hour weeks and constant travel so the time they have to research and visit potential communities is evenings and weekends.
Understanding this shift is critical to determining your marketing training and staffing efforts. What do you need to do in order to meet the needs of this new clientele? Is your front desk equipped to handle these types of calls during off-peak times? Should you have a marketing consultant available on evenings and weekends? Should the marketing manager and/or director make themselves available during this time as well? If you would like more information about current industry trends and how they impact your individual business, give us a call at