Seniors Housing Business

ASHA 2016

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

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Page 64 of 71

AS H A 2016 ASHA 50 65 2016 shows the benefits of senior living. During the development of the website, the ASHA committee focused on making the content informational rather than a sales piece. The committee analyzed other websites and felt that too much advertising content was being pitched at the consumer. "We started with a different goal," says committee member Schiffer. "We were trying to accomplish more of a public service-type mentality." Glynn, the marketing consultant, likens the ASHA education initiative to the "Got Milk" campaign that encourages consumers to drink more milk without promoting a particular product. He describes the "Where You Live Matters" website as the "Wikipedia" of senior living. The website is user-friendly. Topics are categorized by questions that a consumer would ask. What does senior living cost? How do I pay for senior living? What types of communities are available? Beyond the basics, the website delves into more difficult matters too. When is the best time for an adult child to have "the talk" with a senior about a move? What's the best approach? "People don't realize it's actu- ally possible to plan ahead for the well-being of our aging parents and ourselves," says eldercare special- ist Joy Loverde in a website video interview on family conversations. The site includes links to a large list of third-party experts, check- lists and other resources. An email "share" function allows you to easily forward items of interest. Owners, operators benefit For ASHA members, the website can help to accelerate the sales cycle, according to committee chair Bowe. By the time most people tour a community, he says they've already conducted research online. The "Where You Live Matters" website helps to educate people in advance so at tour time the con- versation can be more productive. "Prospects might consider a move three to six months sooner than they would have without that informa- tion," says Bowe. Another benefit is that the sales staff can download videos and other content from the website to email to prospects. The videos can also be used in orientation sessions for new employees. The website has been well- received. "ASHA members are really happy with the end product," says Bowe. "We hit a sweet spot." The popularity of the website is Saving money never gets old Trust our experience to simplify operations and control costs. Our RFID centrally managed access control systems and easy-to-use smart credentials eliminate the expense of lost keys, lockouts, key control and rekeying. Experience more – read Senior Living Solutions: Visit Keycard Adjustable Wristband Lanyard Fob

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