Good Lif Selling the
FAST FORWARD
› Recent research and
interviews suggest that a
large segment of the senior
living target market does
not understand the product
offered by senior living
providers.
› Senior living
communities should be
defined by the lifestyle they
can offer—which must be a
lifestyle attractive to today’s
senior living consumers.
› A focus on helping the
prospective customer
make the best decision for
him or herself will lead
to successful sales and
marketing efforts.
For seniors, the transition to a se- nior living community is fraught with many layers of meaning. It behooves us in the senior living industry to better understand the emotions
and thoughts that go on before, during,
and after this important transition to better serve and support new and potential
residents.
In March 2011, thanks to an idea
from ALFA President and CEO Rick
Grimes and ALFA’s support, I had the
privilege of interviewing residents,
family members, and lost leads of independent living, assisted living, and
memory care residences. Our goal
was to learn about these individuals’
thoughts and feelings during the deci-
