ATLANTA, GA (June 28, 2012) – Morrison Senior Living has unveiled the continuation of its definitive research on the “Silent Generation” and its impact on senior living communities by sharing hard-hitting research, strategies and tactics on how to successfully market and sell to the silent generation residents.
In this portion of the groundbreaking research, Morrison details how to create a calculated marketing plan, build awareness of the communities, compel consideration of the prospects, and influence seniors to finally make the move into senior living communities. The goal of this research is to assist communities in understanding why occupancy rates may have dropped, as well as to help them take specific, premeditated steps to increase move-in rates.
According to Morrison’s research, there are five phases in the decision-making process that most people go through before moving into a senior living community:
• Phase 1 – Attachment to home and internal tensions
• Phase 2 – Focusing on negatives
• Phase 3 – Thinking of positives
• Phase 4 – Community and personal growth
“Our research shows that the ‘Silent Generation’ is not so silent after all,” says Kevin Svagdis, President, Morrison Senior Living. “They have vastly different attitudes, outlooks, experiences and expectations than the preceding generation and, as a result, are radically changing the way senior living communities need to operate to meet residents’ needs.”
In this new phase of the research, Morrison demonstrates the three types of prospective residents and outlines what needs to be done to persuade all three to make the move. The three types are:
• The Planner
• The Procrastinator
• The Crasher
Furthermore, the research highlights the strengths and weaknesses of community sales counselors, and demonstrates how they can be better equipped to sell the community to prospective residents.
About the Research
The Silent Generation research conclusions were drawn from both qualitative and quantitative research including: U.S. Census Data for population and demographic information; interviews with more than 75 senior living residents, 65 prospects, and 97 Directors of Marketing; focus groups involving community CEOs and CMOs around the country; client forums; and information from sources specializing in senior living information. For more information or a copy of the Morrison Senior Living Market Study, contact Andrea Woods
About Morrison Senior Living:
Morrison Senior Living, a member of Compass Group, is the nation’s only food service company exclusively dedicated to providing food, nutrition and hospitality services to senior living communities. The company has more than 320 registered dietitians, 187 executive chefs, and more than 6,000 professional foodservice team members, as well as approximately 4,000 client employees who are managed by Morrison. Actively committed to fostering ways to enjoy great-tasting, healthy food through socially responsible practices and superior customer service, the Atlanta-based company serves more than 450 senior living clients in 41 states, including some of the largest and most prominent senior living communities in the United States.