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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52 www.seniorshousingbusiness.com Seniors Housing Business n August-September 2015 It's not you. It's your data. At Bluespire Senior Living, formerly Martino & Binzer, our technology products track, measure and report on all of your sales and marketing efforts, empowering you to make smarter, more informed decisions. As a result, you can reduce your cost per lead by as much as 50% and turn prospects into move-ins faster than you can say, "Who's your data?" Learn how we capture and apply data to create more effective, effcient sales, marketing and technology efforts that strengthen your brand. Call 1-877-229-6051 or visit BluespireSeniorLiving.com "I just don't know who my lead base is anymore— they don't call, they don't write. I'm beginning to think it's me." formerly branding rather than simply calling it the "Dining Hall," for example. "Give your apartment buildings names that help fulfll your brand and your mission," says Adams. "We're also helping organizations name, brand and develop their wellness programs." Senior Lifestyle Corp. even extends its brand to employee- resident interaction. The company only includes frst names on name badges "not only so it's more easily read, but it expresses that we want you to call us by our frst name," says Dupor. "You wouldn't call a family member by their frst and last name." In addition, all phone calls to SLC communities are answered, Niche communities move toward more inclusive branding Nonproft seniors hous- ing operators, largely faith-based, have a long-standing history in the industry. Before senior living became as well defned as it is today, taking care of a senior that didn't have the money or family to do so often fell to that person's religious affliation. But as the industry has grown and now provides a wide variety of options for seniors, many communities have encoun- tered occupancy problems. Prospective residents incor- rectly believe they're not welcome at a community that doesn't match their affliation. "When you build your brand on the origins of your faith, it potentially cre- ates exclusivity," says Dave Martino, chief creative offcer for the senior living division of Minneapolis-based Blue- spire Senior Living, formerly Martino & Binzer. "There's a lot of movement away from the faith component as the primary brand identifer." As a result, many faith-based communities have changed their names and branding to make it clear that people of all faiths are welcome as residents. In Stanton, Calif., a continuing care retirement community (CCRC) established in 1965 for retired Quaker missionaries changed its name in September from Quaker Gardens Senior Living to Rowntree Gardens. In 2010, New Jersey's largest nonproft operator, which owns six CCRCs serving over 3,300 residents, changed its name from Presbyterian Homes to Springpoint Senior Living. The communities often keep ties to the faith at their roots. Rowntree Gardens, for example, still displays "A Quaker Gardens Senior Com- munity" on its sign. But instead of boldly declaring the faith in the company name, the communities let faith determine how residents are treated. "You can lock into the found- ing principles of the community's religion — the way you treat each other, customers and neighbors — but make it a welcoming brand to all comers, all faiths," says Martino. The former Air Force Village in San Antonio was established exclu- sively for Air Force veterans and When the former Air Force Village in San Antonio decided to open its doors to more than just military veterans, seniors housing marketing frm GlynnDevins worked to rebrand the community as Blue Skies of Texas. This allowed the community to keep ties to its Air Force roots while making it clear that seniors with no connection to the military were welcome to become residents.

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