The following is a recap from Varsity’s Roundtable, a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
For many senior living prospects, choosing a community is only part of the decision. The harder step can be leaving a longtime home filled with memories, belongings and a sense of security. Even prospects who are excited about a community and financially ready to move can find themselves stalled by the emotional and logistical realities of getting from one home to the next.
Jennifer Hornacek of Moving Station joined Varsity’s weekly Roundtable to discuss how sales teams can better recognize and address those barriers. She explored how asking better questions, connecting prospects with trusted relocation resources and making the transition itself part of the sales experience can reduce friction, build confidence and help move prospects toward a decision. Below are a few Fresh Perspectives from her discussion.
YOUR BIGGEST COMPETITOR MAY BE THE PROSPECT’S HOME
Prospects can love the community, be financially qualified and see themselves living there, yet still hesitate because of the emotional and practical challenges of leaving a longtime home. Understanding that barrier can help sales teams address what’s really holding up the decision.
SOLVE THE MOVE, NOT JUST THE SALE
Downsizing, selling a home, accessing equity and coordinating timing can quickly overwhelm a prospect. Connecting them with trusted resources and creating a clear path from their current home to the community can help turn “I’m not ready” into forward momentum.
LISTEN FOR WHAT PROSPECTS AREN’T SAYING
A hesitation to move may be rooted in concerns prospects haven’t clearly expressed. Asking what worries them, what they’re leaving behind and what would make the process easier can uncover obstacles before they stall the sale.
THE RIGHT PARTNERS CAN MAKE OR BREAK A MOVE
Realtors, move managers, downsizers and other partners should understand senior living and the prospect’s ultimate goal. A well-meaning partner who doesn’t understand the community or its value can introduce doubt and potentially derail a move.
MAKE THE TRANSITION PART OF YOUR DIFFERENTIATOR
Beautiful residences, dining, wellness and amenities may look similar across competing communities. Helping prospects navigate the difficult journey from their current front door to their new one gives communities another meaningful way to stand apart.
VARSITY’S FRESH PERSPECTIVE
Senior living sales teams spend a lot of time perfecting the community experience, but sometimes the biggest barrier to a move is the home a prospect is struggling to leave behind. Understanding the emotional, financial and logistical weight of leaving a longtime home can change the sales conversation. The teams that uncover those concerns early and connect prospects with the right resources can turn hesitation into momentum while building trust along the way.
