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Becoming the Senior We Serve, Part 4

Tuesday, March 22, 2016

Where we left off: I REALIZED THAT I AM VERY FORTUNATE TO BE SO WELL-INFORMED ABOUT THE SENIOR LIVING CHOICES AVAILABLE TO ME THROUGH MY CAREER.  ...Read the rest...


Becoming the Senior we Serve, Part 3

Tuesday, March 15, 2016

Where we left off:I CHOSE THE LIFEPLAN COMMUNITY I WANT TO LIVE IN, WHICH IS NOT IN CLOSE PHYSICAL PROXIMITY TO MY CHILDREN, BUT I STRUGGLED GREATLY WITH THAT PART OF THE DECISION. After further thought, I realized that I skipped a step required of the typical senior and retiree – what category of residential option to choose – because my familiarity with all of the products naturally led me directly to the selection of a Life Plan Community. ...Read the rest...


Becoming the Senior We Serve, Part 2

Thursday, March 10, 2016

Where we left off:PLAN FOR DIFFERENT SCENARIOS, INCLUDING THOSE THAT I MAY NOT WANT TO FACE.The question is, am I one of those seniors who has actually done that planning now?  ...Read the rest...


Becoming the Senior We Serve

Thursday, March 03, 2016

What happens to a senior living marketing professional’s perspective when he or she stays in the business long enough to become eligible to live in one of the communities served for much of that career? Does this milestone suddenly herald a new, advantageous understanding of the process? Or, does it just make one more empathetic?  ...Read the rest...


Unique Selling Points – HIT REFRESH

Tuesday, February 23, 2016

The past few blogs discussed the significance of branding and identifying your Unique Selling Point(USPs). Today’s blog emphasizes the importance of two points that at first might seem to be opposites. ...Read the rest...


Unique Selling Points

Tuesday, February 16, 2016

As mentioned in previous blogs, senior living sales professionals often believe they are differentiating their community from others when they say to prospects: “this is the friendliest community,” “we have the nicest residents,” or “our staff is very committed and acts like your extended family.” Many don’t take a moment to consider that customers hear the very same assertions from every competitor they visit. While we may believe that we are communicating distinctions, employing these generic statements may be doing just the opposite:creating a perception of sameness and regimentation among communities rather than forming a differentiated position. The secret to selling more successfully is to discover and discuss your community’s Unique Selling Point(s). ...Read the rest...


Differentiate – Know Thyself

Tuesday, February 09, 2016

"If you make listening and observation your occupation, you will gain much more than you can by talk.” – Robert Baden-Powell ...Read the rest...


Branding beyond the normal expectation

Tuesday, February 02, 2016

“Our community has the friendliest residents.”  ...Read the rest...


Cultivation

Wednesday, January 27, 2016

Over the past few weeks, this blog has considered the first four out of the following five major branding principles:  ...Read the rest...


Validation

Wednesday, January 20, 2016

In the past, our marketing messages seemed to move in a linear progression: from sender > to message > to receiver. However, today’s marketing message is most effective when it is receptive to a return of message. ...Read the rest...


 

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