How can the owner of an older property improve the ‘wow’ factor to better compete in the marketplace?
Play to your strengths
By Megan Longley
Vice President, Sales
Acts Retirement-Life Communities
The most important way to “wow” is always in the human element of the first impression. That is what prospects are really registering and making the decision against: Warm greetings, staff introducing themselves in the hallways, happy and engaged residents.
To compete, all of us must pay routine attention to curb appeal — that means signage, landscaping, easy car-to-curb experience, lobby entrance, paper signs (you know you have them) and paying attention to all those dings and scuffs in the hallways.
Each community, no matter new or old, has elements that make them special. Continue to clearly highlight those elements.
Be the “soft, old sweater”
By Ted Doyle
Vice President of Marketing & Communications
LCB Senior Living
With the parity among higher-end providers when it comes to new buildings, they can get “finish blind” — more worried about getting done than the quality of the product. An older community can turn that phenomenon to an advantage by remembering that a premium experience beats a nice chandelier every day of the week.
We have a 30-year-old community that competes against a beautiful new competitor. Our sales team is reminded that anyone could build that shiny building tomorrow, but, like a soft, old sweater, nobody could replicate the comfort of our gem. Yes, the amenities are there, but the charm and warm sense of community are what sells it.
Improve curb appeal, entrance
By Ken Kuhnle
Chief Operating Officer
Vantage Point Retirement Living
First, to even get prospects in the door, there must be curb appeal. Make sure the outdoor property is clean, has some color pop in the plantings and signage, and make the prospect feel drawn to come in for a visit.
They are in the door now. What do they want to see? Clean, light, airy spaces. A modern, large-screen monitor with a welcome message and what is going on today. A fresh smell to greet them. A happy receptionist to recognize that they are visiting.
These are just a few ideas to subtly make visitors feel comfortable without spending a lot of capital on improvements.
Look for potential
By Doris-Ellie Sullivan
President
Retirement Unlimited Inc.
The key is not to focus on the restrictions of the properties’ features, but the potential to reinvent and bring purpose to the space. Assess the current use of each space and conceptualize how a room could be repurposed into an additional amenity space or a multipurpose room that caters to the needs and interests of current and future residents.
At the heart of the senior living experience is program offerings, excellent team members and a reputation of quality care that are the true areas of opportunity to give you an edge in the senior living market.
It’s all in the details
By Harrison Saunders
President, CEO
Harrison Senior Living
Details! If you cannot afford a costly overhaul of the building and site’s infrastructure, you can at least show meticulous attention to what you have. Such a degree of attention can also be a differentiator, separating smaller operators who can afford the time, from those larger providers who have scaled to a point where such a fastidious nature has become either very difficult or outright impossible.
Exterior and interior paint is not going to break the bank nor is cold patch for your driveway. Fresh mulch, the absence of weeds, and either annuals or a better investment in recurring color like perennials and bulbs — these can make a striking impression on arrival, even with an older property.
Helping your teams to see these details is essential. The same goes for the interior but also applies to your people. A vibrant, warm impression on entry sets the tone for a successful sales process.
People are the key
By Jayne Sallerson
President, COO
Charter Senior Living
Older communities that have great culture create the wow factor. The interactions between our associates, residents and visitors play a crucial role in cultivating a lively and nurturing atmosphere.
Ultimately, the decision-making process of potential residents is heavily influenced by the emotional connection they forge within the community, rather than superficial aesthetics. It is the people, not extravagant features like fancy chandeliers or granite countertops, that truly nurture and care for residents.
Furthermore, maintaining a consistently clean environment is essential in ensuring that the community remains inviting and welcoming to all.
It’s a “constant pursuit”
By Tom Grape
Founder, Chairman & CEO
Benchmark Senior Living
The so-called wow factor is a constant pursuit, regardless of a building’s age.
For older spaces, ongoing physical plant upgrades and maintenance need to be combined with impactful annual capital investments. Ideally, these investments contribute to the emotional response consumers have when visiting. Maybe it’s a spacious new patio space or fitness center where future residents envision socializing with new friends.
Just as important is upgrading technology — a task that can start soon after new construction. Our consumers are tech savvy; they know the latest and greatest.
Of course, even with these investments, you must have an eager and well-trained workforce to achieve a superior resident experience.
Invest in your property
By Alan Plush
CEO/Partner
HealthTrust LLC
The “wow” factor is that first impression. That starts outside with landscaping, building condition and maintenance, even of the parking lot.
So many times when I visit older properties they look tired and uninviting. Common areas inside should be clean and not have worn and dated furniture, paint and carpet. As for units, don’t simply repaint and recarpet. As a part of general capital expenditures, every seven years reimage units as they turn. Styles change.
In short, spend money on capital expenditures. The easiest part is to have the initial staff experience be amazing, and that is cultural. None of these suggestions are impossible; it takes directed investment and focus.