Senior care isn’t what it used to be. Long gone are the majority of institutionalized, hospital-like, brick and mortar buildings housing anywhere from 100 to 300 or more elderly residents. No more strict schedules, limited menus and unattractive shower rooms. No, today’s senior care is quite the opposite and the many amenities that are offered are attracting large numbers of seniors to move in and adjust to a new way of living. And that means occupancy, revenue and profitability.
It’s All About Occupancy
Occupancy must be the primary focus of the owners, administrators and marketers. Of course, quality of care, staffing, great food, opportunities for socialization, and wellness programs matter, because they attract potential residents to move in. That being said, it’s occupancy that drives revenue and determines profitability.
Standing Out of the Crowd
Competition is fierce in senior care and this may even be understated on my part. Home health, medical resorts, and new styles of residential living are all aiming at a similar demographic, which makes marketing tougher than before. In order to attract potential residents and retain them, today’s senior care community must outperform the competition and that means selling something that no one else has.
Amenities Galore!
You can increase census and the number of qualified leads by offering unique and attractive amenities and successfully promoting them. Websites are the number one place to start and should showcase all of the special perks and pleasures the care community has to offer. Here are some of the top amenities to promote.
Great Food and Dining Experience
Most senior care communities have made it a priority to create a fine dining and restaurant-quality experience. The food is delicious and the menu has a great variety of choices. Chefs are leaving their restaurant careers and flocking to senior care and in doing so, increase the quality of food and service. Advertising that you have a talented local chef is highly advised!
Entertainment & Memorable Experiences
No one wants to be bored, so it’s a good idea to have a full schedule of entertaining events that residents will look forward to experiencing. Movie theaters, pubs, putting greens, sensory rooms, pool tables, and game rooms can provide lots of quality entertainment. It’s also a good idea to bring in talented performers like musicians, comedians, spiritual leaders, chefs and community leaders to entertain residents.
Health & Wellness Programs & Facilities
For those residents who can participate, offering group exercise programs, warm water fitness, yoga, and stress management classes can make a big difference not only in quality of life, but in referrals, census and revenue. Today’s older adults want to remain independent and active and when you provide the means to achieve their lifestyle goals, you’re making them happy to live in your community.
Getting Out & About
Every care or living community has transportation. Some have attractive and functional vans to transport seniors who require wheelchairs to get around. Others offer fancier transportation options like luxury vehicles and limos. Either way, it’s important to get seniors to not only medical appointments, but to events, concerts, shopping centers, lectures at local colleges and universities and other fun places.
Spa-Like Treatment
While most care centers offer a beauty salon or barber shop, why not make it an over-the-top space and experience? Today’s seniors enjoy being pampered and enjoying luxury. Adding message therapy to services offered seems like a good idea as well as other beauty and health treatments. Many residents will be attracted to great hair and nail treatment and the socialization that takes place in the spa.
Creative and Social Spaces
Many residents can benefit from picking up a new hobby, craft or skill when the community offers a space where they can engage in arts, crafts, and music. The community should also provide a variety of social spaces where residents can hang out and interact. Bars, lounges, internet cafes, libraries and outdoor patios are great amenities to showcase.
Hotel-Quality Housekeeping
It’s a relief for many residents who cleaned their own homes and took care of their yards for decades that they will not have to lift a finger to live in a high-quality, well-kept living space. No more laundry, washing and drying, bed-making, or tidying up! Today’s senior living must offer the best in housekeeping so that residents feel like they live in a 5-star hotel or resort.
Opportunities for Continued Growth
You may recall the Green House Movement developed by Dr. Thomas. It involves far more than having dogs or cats, birds or fish live in the community. It’s also more than having lots of plants, flowers and indoor trees. The ultimate goal is to offer many opportunities for growth, meaning and purpose in life. This can be achieved through amenities including residents preparing their own meals, attending continuing education courses and lifelong learning opportunities, teaching subjects to other residents and running the library or internet café within the care community.
Final Thoughts on Generating Revenue in Senior Care
Marketing senior care communities has become incredibly competitive. It’s important to stand out and offer high quality amenities that will attract potential residents to move in. If done correctly, these amenities can increase occupancy, generate revenue and lead to greater profitability.