Survey: Operators Must Talk About the Right Issues to Lure New Residents During Pandemic

by Jeff Shaw

PHILADELPHIA — While seniors may still have a high interest in moving into seniors housing communities, it’s crucial that sales teams hit on certain difficult topics in a world shaped by the COVID-19 pandemic

Philadelphia-based marketing firm LevLane Inc. and MarketVision Research Inc. conducted a research study of 250 adults over age 65. The study found that 64 percent of those surveyed who had been considering a move to a senior living community pre-COVID were still interested in moving into a community within the next five years, and of those 17 percent were very interested.

That leaves nearly 35 percent who have been scared off by the pandemic and are now much less interested in the prospect of moving to a community setting.

However, an overwhelming 73 percent of respondents said that they would be much more likely to move to a community that speaks openly about their COVID-19 protections and prevention methods within their communications, with 70 percent of respondents saying the following six messages would be important to hear from the community:

  • The facility is meeting/exceeding state and local guidelines.
  • The facility is meeting/exceeding all CDC requirements.
  • Transparency regarding residents and staff who have tested positive for COVID-19.
  • The stringency of their COVID-19 testing protocols for staff and visitors.
  • Information regarding community requirements for mask use and facial coverings.
  • The ability to safely distance.

Additionally, 86 percent said that a “satisfaction guarantee” would be important when choosing a senior living community.

To see the full findings, click here.

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