Do you host educational events for prospective residents and caregivers as part of your marketing plan? If so, do you hang out for the actual educational presentation? If you don’t, you are missing a wonderful opportunity to better understand the needs and desires of your prospective residents and the loved ones who help them make decisions.
In my experience, marketing and sales staff tend to focus on making sure their building looks great, the refreshments are plentiful, and that tours are offered after the speaker wraps up. While all of this is important, the marketer’s presence during the program may be just as crucial. Here are three comments recently stated during interactive presentations I’ve given at senior living communities for prospective residents and their adult children:
“I don’t do anything but go to work and take care of my father. I am so tired and mad at my siblings who do nothing.”
“I’m ready to move. But my wife said she won’t move so how do I convince her to visit senior living options?”
“I have had a headache almost every day for the last six weeks since my Aunt Sue has been in and out of the hospital.”
Why might a salesperson at a senior living community want to hear these remarks firsthand? The prospective residents and family members are informally sharing either 1) objections that you need to know exist or 2) that your community may be the solution to the problem they have already articulated!
Don’t you want to be able to follow up with the attendee after the event to explore an objection highlighted during the event? Wouldn’t it be great if you were able to naturally explain how your community might be the solution to the problem they’ve identified? Consider this the next time you head back to your office to do paperwork after the speaker intro!
Stay tuned—next week I will be discussing how to get the most out of your events for professional referral sources.
Jennifer L. FitzPatrick – MSW, LCSW-C, CSP
The founder of Jenerations Health Education, Inc., Jennifer FitzPatrick has over 20 years’ experience in healthcare and gerontology. The author of Cruising Through Caregiving: Reducing The Stress of Caring For Your Loved One, she is also a gerontology instructor at Johns Hopkins University and an Education Consultant to the Alzheimer’s Association. She helps you reduce stress and increase productivity, morale and revenue. Jennifer and Cruising Through Caregiving have been featured in Forbes, U.S. News & World Report, The Huffington Post, Reader’s Digest, Univision and The Chicago Tribune. She has also appeared on ABC and Sirius XM.