The demand for facilities that care for elders is growing. With 2020 delays, facilities postponed their openings to 2021. Before establishments launch, managers and operators of brand-new communities are prepared to hit the ground running.
Is your facility ready? Here is a checklist of things your team should be doing before your community opens.
Marketing, marketing, marketing
Marketing a new community is difficult because you can’t rely on brand ambassadors and referral programs to push marketing initiatives. You’ll have to capitalize on all the resources you can, even if you’re a national brand. Studies have shown that it takes 6 to 8 touches to generate a lead, so it goes far beyond executing one singular tactic.
To be the most effective, you’ll want to mix traditional methods into your digital marketing. Adult children are likely to find information about your facility online. Seniors, on the other hand, often rely on traditional marketing channels. Brochures, advertisements, billboards, flyers and radio are still extremely effective marketing strategies for that audience. You’ll also want to build relationships with relevant bloggers and media outlets in order to gain endorsements outside of the website.
Acclimate team
If your team has been working remotely for a while, it could be time to bring them back to the office. It’ll make it easier on opening day when people begin moving in, especially when you’re only a few weeks away. Besides making sure the property is ready for move-in day, make sure that the staff has clear expectations. Providing the staff with time to adjust to the workplace will further solidify your chance of success.
It also allows your staff time to get used to the safety protocols. Everyone is taking extra measures to ensure cleanliness, and with that being one of the biggest priorities for senior living communities, that’s something that you’ll need to put at the top of your training list.
Know what needs you’re meeting
During these times, your community needs to be more than a run-of-the-mill facility. Remember, that this is a home where people are going to be living. When someone chose your facility, why are they picking yours? Before you open, you could create virtual focus groups with adult children and/or seniors to figure out what their needs are. You can also research other communities and figure out their shortcomings.
Set realistic dates for opening
We’ve all seen building projects that go beyond the completion date. Even though there may be an urgency to open up operations, you want to make sure the community is actually ready to open its doors. If you do this before staff members have been acclimated and trained can be nothing short of detrimental. Manage your expectations and alot enough time to pass inspections, complete staff training and push out enough marketing collateral.
Looking for people to open your community? Reach out to one of our consultants here.