senior living marketing

Back to Basics – Selling Memory Care

There is a reason that a family member decided to pick up the phone when they did and call you. Finding out the reason is key in selling memory care. Here are the 6 basics to remember when selling memory care:

1. Listen, Listen, Listen, and then Listen Some More.

  • Allow the family time to vent and explain their frustrations.
  • Make sure to give them an opportunity to ask questions.
  • Ask open-ended questions. This will give you more information regarding their situation and concerns.
  • Learn about the potential resident and stress points. Why did they pick up the phone and call you?

2. Selling Memory Care – Educate and Inform.

  • The more they understand, the more control families have over the decision making process.
  • Don’t overwhelm families with too much information.
  • Use different resources. Some people learn more from books and pamphlets, others from videos or lectures.
  • Build a resource library.
  • Offer support groups and educational programs.

3. Help Solve Their Problems.

  • Reduce stress during the decision making process – providing the right amount of support.
  • Offer respite services.
  • Know your Community Resources:
    • Alzheimer’s Association
    • Elder Law Attorneys
    • Counseling Professionals
    • Geriatric Medicine Professionals

4. Listen…Yes Again! Mark Twain once said, “You have two ears and one mouth, so you should listen twice as much as you say.”

  • Listen to what is being said as well as what is left unsaid.
  • Don’t jump to fill pauses in the conversation.

5. Remember it’s an Emotional Process.

  • Families may not always be rational. Provide patience and don’t judge.
  • The decision to call you is often filled with guilt. Guilt can be the main hurdle to overcome.

6. It’s All About the People.

  • Physical Environment is important – but it’s all about who is going to be taking care of mom.
  • Engage with residents and associates on tour.

Things to keep in mind during the tour and move-in process:

  • Encourage families to make a decision before a crisis (fall, wandering) occurs.
  • Make the decision process less daunting by providing support for the Move-In process.
  • Recognize and understand what each family is going through and recognize that each family and each situation is unique.
  • You do this every day – for families, the tour and move-in process is often unknown and overwhelming.

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What are the most important factors that your community emphasizes when selling memory care? Let’s Chat!

2 replies
  1. Debby Ross
    Debby Ross says:

    I am a sales manager for a memory care community. I have our facility at 100% but need help getting potential families in for a tour, What can I do to get them in.

    Reply
  2. Andrea
    Andrea says:

    Hi Debby – THe best way to get families engaged with your community is to be a resource. Sponsoring a support group, holding educational events or putting together a library of books, videos and pamphlets specific to memory care is a good way to get families into tour as well as be a great resource ad support.

    Reply

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