Post COVID: “Now is the time” to focus on the key marketing messages for Retirement Living communities across the country…. like loneliness and isolation

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Collectively, I believe as a sector we need to use this unique opportunity that has been presented to us by the pandemic outcomes. People are spending more time thinking about their future, reading the paper, consuming digital media and researching life options.

It is the ideal time to promote what our sector offers and our individual communities.

Our sister group, DCM Research, has just got back the first exploratory stage of their survey of the general public aged 60+, and there are some real surprises.

They did this research in 2018 across 1,109 people and found just 2% felt lonely and isolated.

In the first few weeks of June this year, 2020, they found 27% felt lonely and isolated. That is a huge difference with COVID-19 the obvious trigger.

Across a range of two-hour interviews, the researchers learnt that people now recognise that if even their children live in another part of the same city, let alone in another city, they won’t always be able to come to their aid.

They also discovered the meaning of isolation – what happens with grocery shopping when they have to stay in their home and they’re not comfortable on the Internet.

Now think of your residents locked down and isolated, with you and your staff simply being there and available, giving reassurance. On top of that is the wide range of activities and support services village management give across the country.

Now isn’t a time when we should be shying away and slowing down our marketing activities. With the expectation that the market is slowing and enquiry is reducing, reduced spending in marketing is seen as the easiest way to save some budget.  

With this new market of customers who are thinking about their long-term living situation, quite the opposite is needed.

Similarly, I do not think we should be resting on our laurels using the same old same old marketing messages: “great lifestyle, location and stone bench tops”. These are ‘givens’ today.

We need the language that the DCM Research is discovering. (You can learn more about the research projects HERE).

One really interesting point that they have discovered is the emotion of control and independence.

We all talk about living independently in a retirement village, generally meaning the resident can look after themselves, prepare their own meals and so on without support.

What the researchers are saying is slightly different; they are saying residents see joining a retirement village as taking control of their life and achieving independence. This is what they said:

A sense of control and staying independent into old age are key motivators

The decision to move from the family home is a highly emotional one, with many emotions present simultaneously – both positive and negative. However, underlying all potential reasons to make the move is the desire for control – control over one’s life, control over the decision-making process, and most importantly control over how long one can remain independent before needing external support or moving to a nursing home.

This is something we can celebrate in our sales discussions with potential residents and our marketing.

As a sector we provide unique and positive benefits and services to our residents. Let’s tell the world!

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