SAN DIEGO: Retirement community, CCRC and assisted living promoters need to readjust sales strategies to lift take-up rates and move-in numbers. There are 3 new rules applying to the current market.
3. ‘Gold card’ waitlists: While some programs target potential leads, others are aimed at cultivating and maintaining relationships with those prospects who have already made a pretty big commitment to the community: the waitlisters.
To keep them interested and engaged as they wait for the right unit to become available, senior living communities have developed marketing programs specific to these individuals.
A “gold club” membership allows waitlisters to become more involved in the community.
The “membership” comes with a number of benefits to the community’s waitlisters and grants priority status for certain events on campus. What it also does is make prospects more comfortable with the idea of moving in…