Resident safety correctly took priority, but now occupancy concerns loom. By Sharon Brooks As the coronavirus pandemic reached the tipping point on the public’s radar, senior living was 100 percent focused on resident safety. Marketing questions loomed but weren’t high priority. For those of us who were focused on marketing, we quickly recognized this as a black swan event. We are now able to formulate an approach to marketing toward the proverbial “new normal.” Anticipating the course We can separate the pandemic into four phases: Crisis Containment Management Normalization Today …
Industry Voices
Should assisted living be marketed primarily as a hospitality model or a healthcare model and why? By Meredith Mills Chief Operating Officer Country Meadows Retirement Communities I have always argued that anyone who is still asking himself or herself this question is already behind in the game. The changes in the Medicare payment structure that have occurred over the last five years have continued to push acuity into our communities. If you haven’t already invested in your clinical structure, do so. We are a part of the healthcare system, and healthcare …
It’s more important than ever to be proactive, strategic and creative when it comes to generating qualified leads and moving prospects through the sales cycle. By Joseph L. Roche, The Roche Associates Inc. Few industries have been more impacted by the COVID-19 pandemic than seniors housing. While active adult, independent living, assisted living, memory care and life plan communities may not have been as hard hit as some nursing homes, COVID-19 has led to policies and procedures currently restricting or affecting move-ins; meetings and tours with prospects in their buildings; …
The seniors housing industry, government and society as a whole must collaborate to improve care for our frailest seniors. By Martin Siefering, Principal and Senior Living Practice Leader, Perkins Eastman “When we, as a society, see that it’s appropriate to warehouse our elders, and to put them in small spaces, to underpay their staff so that there are chronic staffing shortages — I think if we see that as an adequate treatment of our elders, then we’re going to have a bad time. We are going to see this over …
Organic social media content is more important than ever during COVID-19 pandemic for residents and prospects. By Greg Eves, United Group of Companies Independent living is a lifestyle choice for seniors. Whether prospective residents are looking to downsize their home, escape the burdens of homeownership, broaden their social life or move closer to their adult children and grandchildren, it’s crucial for property management companies to understand that they’re selling more than just a place to live. They’re selling a unique lifestyle. For years, property management companies have turned to social …
Active adult emerges as new market for work-live-play conversions. By Tom Thrasher, Kaufman Lynn Construction The term “re-urbanization” has often been used to describe the movement of people back into an area that has been previously abandoned and is usually a government initiative to counter the problem of inner-city decline. However, with the rise of online shopping, many suburban malls have become vast, vacant tracts of land that require the same holistic vision as city re-urbanization plans. Developers are looking on a national level to refine the large parcels of …
Even in the face of low occupancy, overbuilding, labor issues and a global pandemic, lenders have faith in seniors housing as an asset class. By Jeff Shaw There’s no doubt that seniors housing faces challenges that other sectors do not. An operations-intensive business, seniors housing managers must recruit and retain good staff while fighting off a glut of new competition. Meanwhile the global COVID-19 pandemic has a much higher mortality rate among seniors versus younger sufferers, adding a new layer of difficulty and fear. A recent survey by SeniorList shows …
How you can help staff streamline external communication efforts during COVID-19. By Michael Eidsaune, CEO, Carely It’s been more than five weeks since family members have been able to visit their loved ones in senior living facilities due to coronavirus, creating a sense of helplessness and worry among spouses, children and other loved ones. Quality relationships are just as important as quality care, but fielding phone calls from each member of the family not only takes precious time, but also takes time away from the residents themselves. It’s a hard …
This pandemic could change the design and programming of seniors housing forever. By Russ Garber, M+A Architects Our senior citizens are wise and brave and giving, but they are also among our most vulnerable loved ones. For the many in senior living facilities, the COVID-19 pandemic is a time filled with trepidation. For the operators of those facilities and their dedicated staff members, this is a time of long days and addressing many concerns, large and small. As of March 23, at least 150 skilled nursing facilities in more than …
Health, socialization and transportation are top on seniors’ ‘want’ lists for a new home. By John R. Williams, Avanath Capital Management There is a renaissance underway in the seniors housing industry. Today’s seniors are more active and engaged than ever before and are requesting amenities and services that aid in keeping them energetic, healthy and involved. These amenities extend far beyond standard fitness centers or aerobics classes and incorporate programming and services that encourage healthier, dynamic lifestyles that allow residents to age in place. This is important for investors and …