Seniors Housing Business

AUG-SEP 2015

Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.

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www.seniorshousingbusiness.com 51 August-September 2015 n Seniors Housing Business Focused On YOU California loans will be made pursuant to a Finance Lenders Law License from the Department of Business Oversight. Fannie Mae|Freddie Mac|HUD|CMBS|Bridge|Life Company|Investment Sales Michael Vaughn (301) 202-3221|www.walkerdunlop.com Commercial Real Estate Finance the brand put forth. An important frst step to getting the whole team on board is to make sure everyone understands that good branding doesn't change anything at the community, accord- ing to Lisa Pearre, principal and execu- tive vice president of Maryland-based seniors housing marketing frm Love & Company. Instead, branding should accentuate the positive attributes of a community that already exist. "We're not changing something, we're drawing out what already exists," she says. "If we were to go in and create something that doesn't exist, the organization wouldn't be able to deliver on that." All branding should be "inward facing" frst so the whole company understands the messages being put out, adds Pearre. Getting the entire company on the same page is especially important in the sales process. If prospective residents receive an inconsistent message at differ- ent points in the sales process — for example, if ad materials accen- tuate affordability but the sales team tries to sell luxury amenities — they may just decide to look at another community that's clearer about its benefts. "If the audience is confused, they move onto the next option that makes them feel better about it," says Pearre. "If everyone's sing- ing from the same hymnal, it's going to have a much greater impact." Having the staff and residents on board with the brand is the single largest key to suc- cess, she adds. "If employees and residents feel included and good about the new identity and how that's expressed, they're going to be the cheerleaders. They're going to be some of the biggest supporters that help the organiza- tion make that brand whole." The branding needs to go deep into the physical buildings them- selves, as well, according to Robert Adams, partner at Richmond, Va.- based marketing frm SB&A and its marketing research arm Brooks Adams Research. This can include renaming buildings and rooms — creating a named restaurant in line with the Operational Communications "If employees and residents feel included and good about the new identity and how that's expressed, they're going to be the cheerleaders," says Lisa Pearre, principal, executive vice president Love & Company. This illustration from seniors housing marketing frm GlynnDevins shows the diference between branding communications, which are physical representations of a community's brand, and operational branding, which are how the brand is present in the day-to-day management of a community. "They spend all this money and build great campaigns, then there's a huge disconnect with the actual experience in the community," says Dave Martino, chief creative ofcer, senior living division, Bluespire Marketing.

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