LOS ANGELES: Despite favourable demographics a threat to long-term success remains in the estimation of some prominent senior housing executives. It is the deep reluctance of seniors to voluntarily enter senior living.
“How do we break the cycle that staying in your single-family home is a badge of honour?” said one CEO. “Why are people waiting so long to recognise the benefits of what we do day-in and day-out?”
He said that educating consumers about senior living is crucial, and said he “looks forward to the day” when the decision to enter a senior living community is not so needs-driven as it typically is today…