Category: Seniors Housing

 

LeadingAge PA’s Fellows in Leadership program is a one-year, four-session program that focuses on effective leadership practices. Participants will gain the skills and confidence to enact true change to impact their real-life challenges.

At Varsity, we’ll be following coaches and participants as they make their way through the program. I kicked things off by talking to Diane Burfeindt, Vice President of Population Health and Housing at Presbyterian Senior Living, who is starting her third year as a Fellows in Leadership coach.

Derek: Thank you for talking to us. What motivated you to become a coach?
Diane: I was a 2012 graduate of the Larry Minnix Leadership Academy at LeadingAge and that was a life-changing experience — both personally and professionally. As LeadingAge PA started to evolve its program, I wanted to bring that experience to more people.

Derek: What kinds of experiences will the group share?
Diane: Sessions are each two or three days in different parts of the state. The participants will interact with experienced leaders from the aging services community and develop a network of colleagues. During each session, we tour a host community that’s part of LeadingAge PA. It’s really nice to get out and do that because a lot of people have not seen communities other than their own.

Derek: How is this program different from traditional leadership training?
Diane: It makes the experience personal to you. You’re not just sitting in a classroom and learning; you’re talking with others. A lot of us don’t get a chance to sit back and reflect on our challenges, to talk with people about how we might apply lessons to leadership issues we’re experiencing. It’s an incredibly valuable experience.

Derek: Who will facilitate the program:
Diane: MHS Consulting in conjunction with LeadingAge PA staff, are facilitating the program, and have included learning from leaders within our field that can offer very hands-on, personal insights.

Derek: What role do coaches like yourself play?
Diane: We will each have a small team of five or six, and we will stay with that team the whole year — helping connect what the Fellows are learning in the program with their actual work and leadership

Derek: Are participants from all areas and levels of leadership?
Diane: Absolutely: new leaders, seasoned leaders, middle-level leaders. Just in our last class, there were people from accounting, dietary, administration, activities, housing, nursing, home care — you name it.

Derek: How has the program strengthened your own leadership skills?
Diane: There’s so much I learned during the program and afterwards. I turned the corner on my leadership skills. Utilizing the alumni network since I graduated has been a total game-changer. The position I’m in now is a direct result of going through the program.

Derek: Why did it make such a difference?
Diane: Before the program, I thought that I needed to have everything figured out, that my job was to have a plan and implement it through leadership. I have since learned how many opportunities come my way when I know what I want to accomplish but leave the path open as to how I accomplish it. I allow more people in and follow up on opportunities that come to me. That is exponentially better than having it all figured out beforehand.

Derek: Does this program actually teach people to lead?
Diane: It doesn’t teach you how to lead step by step; it is more about learning what it means to be a leader. You might have had blinders on in the past as to what you thought was leadership and how you were leading. You realize that everyone is going through the struggle of finding the best way to lead — it’s a very personal time.

Derek: Does Fellows in Leadership confirm peoples’ desire to work in the senior living field?
Diane: Without a doubt! I’ve had so many people say that this program really reaffirmed their commitment to senior living — a lot of that is because they got the opportunity to meet with other people in the field and feel connected to them.

The first session of Fellows in Leadership will kick off on March 26. We’ll be following the program’s progress on the Varsity blog.

 

 

 

 

 

Eaton Senior Communities is home to 164 residents and, occasionally, a socially assistive robot called Ryan, now being developed at the University of Denver. In a series of posts, I’m talking to people involved in this fascinating project and getting their perspectives on how this lifelike “companionbot” could benefit seniors living with depression and dementia.

Today, Sarah Schoeder, wellness director at Eaton Senior Communities, shares some of her favorite stories about resident interactions with Ryan.

DW’s Story: Reengaging in the Community

DW struggled with depression after the loss of his wife earlier this year. We no longer saw him smile, and he had begun to isolate, no longer taking meals in our dining room or attending holiday parties. At 93, he had limited access to technology in his lifetime — and certainly not to a robot! What transpired was the old DW returning to us. He smiled and laughed again and was always on time, never missing a session. His daughter was thrilled that her dad was once again engaging in the community, and it lessened the stress she felt when she was away on business. DW will tell you that it “was fun” and that “Ryan helped take my mind off the constant thoughts of my wife. It gave my mind a new direction, you might say,” he said. He felt valued, helping the interns achieve their goals and receiving the opportunity to engage with younger adults.

LW’s Story: Overcoming Depression

LW was another unexpected success. As a younger resident with a higher level of education, I was not sure what to expect. She surprised me when she said that “Ryan understands me; she knows what I am going to say before I do.” LW struggled with depression that was intensified by her recent move to the community. Over the course of the trials, she began to report that moving here had improved her mood, and she looked forward to her sessions with Ryan. She is anxious to further participate in clinical trials and recognizes that Ryan helped her overcome the deep depression she felt earlier this year. I am happy to say that she is now an active community member, participating in many social events and helping her neighbor regain her love of art.

PN’s Story: Making a Friend

PN was thrilled when invited to participate with Ryan. He frequently commented on how beautiful her smile and facial features were. He recalls how he asked her out to dinner, but she declined, saying she was not hungry! PN commented on the variations in facial expressions and quality of speech. He was aware of these features and how it affected his relationship with her. PN looked forward to his interaction with Ryan, and the excitement that followed after his sessions was priceless!

BC’s Story: Seeing His Dream Come True

This resident had studied psychology in the 1950s and had particularly enjoyed the area of artificial intelligence. In his 90s, and highly educated, BC enjoyed seeing the “future” that, years earlier, he could only dream of. After his sessions, he would smile and talk at length about the interactions. It was great to see his mind stimulated and the smile he was well known for return when his health was failing him.

See Ryan from her inventor’s perspective in another blog.

 

 

 

Eaton Senior Communities is home to 164 residents and, occasionally, a breakthrough, socially assistive robot called Ryan — created at the University of Denver — which could soon be available to the general public. In a series of posts, I’m talking to people involved in this fascinating project and getting their perspectives on how this lifelike “companionbot” is helping older adults who are living with depression and dementia.

Today, I’m speaking with Sarah Schoeder, wellness director at Eaton Senior Communities, who is a liaison between the residents and the team of scientists developing Ryan. Sarah has been serving the geriatric community for 38 years, including 20 years as an LPN in a skilled nursing facility.

 

Wayne: Sarah, what was it like trying to get residents to participate in the robot pilot studies?

Sarah: I would visit them and drop this idea in their lap, and they’d look at me like I was crazy. I’ve approached a lot of residents whom I didn’t expect to get involved — some of them in their 90s. To see them go from giving me a look like, “You’re kidding me” to becoming excited, looking forward to the sessions and wanting to be involved in the next set of trials, it’s been amazing.

 

Wayne: Did the residents have input about the changes in the robot?

Sarah: Yes, residents would give feedback about what they’d like the robot to look like and sound like — what they’d like it to say. Then, the team would make changes.

 

Wayne: How has the robot changed over time?

Sarah: Ryan’s facial features appear more natural, and the improvement in the movement of her head has given her a “softer touch.” Her smile is beautiful, and she makes me want to smile back!

 

Wayne: Were you concerned that residents might not want to finish the project?

Sarah: Yes, but all residents in both trials of 2018 completed all sessions, which spoke highly of the project goals. Some residents were hesitant and perhaps a little fearful, but after spending time with Ryan, their attitudes completely changed. Ryan has touched the lives of Eaton residents by providing unconditional companionship and interest in their lives. The improvement in mood and cognition was apparent as residents were exposed to educational opportunities and stimulating interactions.

 

Wayne: Does Ryan have a sense of humor?

Sarah: Yes! I’ll give you an example. One resident who was hosting Ryan in her room was walking down the hall, and she said to me, “Can you believe what that crazy thing just said to me?” She went on to say that she and Ryan were talking about how the Denver Broncos were competing against the Patriots in the Super Bowl, and Ryan announced that she was a Patriots fan — in the heart of Bronco country!

 

Wayne: How will this new technology help people age in place?

Sarah: One of the biggest reasons people move into assisted living is that they can’t manage their medicines. If Ryan reminds me to take my medicine, that might be the defining moment that keeps me home.

 

Wayne: How has this experience changed your views on robotics?

Sarah: If someone told me five years ago that I’d be sitting here telling you robots could be valued members of a health care team — that I’d be endorsing them as part of the health care model — I would not have believed it, but I’ve learned that the robot is not replacing me as a nurse and caregiver. It’s just empowering me to be more successful in senior living.

 

Sarah will share stories about resident interactions with Ryan in next week’s blog. 

Soon, older adults will have access to a breakthrough new tool to improve their quality of life. Mohammad Mahoor, PhD, director of the computer vision and social robotics laboratory at the University of Denver, has spent the last decade working with his students to create and refine an amazingly lifelike, socially assistive robot named Ryan, which can provide deep social interaction and companionship to people living alone.

Designed to address challenges of aging — like dementia, depression and loneliness — this “companionbot” can recognize faces and emotions, express feelings, hold conversations and remember individual comments for future interactions to build a relationship over time. Ryan’s face is expressive and lifelike; she can turn her head to react to voices and movement, and her torso contains a screen for playing music and games, watching videos, looking at photos and doing other activities. Ryan’s next iteration will also have active arms so she can coach people in light exercises to improve their physical fitness.

In a pilot study, six residents at Eaton Senior Communities in Lakewood, Colorado, had 24/7 access to Ryan in their apartments for a period of 4–6 weeks. Ryan was customized for each participant, with photos for an album, daily schedules, favorite music and topics of interest for YouTube video searches. Participants could call Ryan by the name of their choice.

Observations, interviews and analyses revealed that the residents established rapport with the robot and greatly valued and enjoyed having a companionbot in their apartment. They also believed that the robot helped them maintain their schedule, improved their mood and stimulated them mentally. One user shared that, “She [Ryan] was just enjoyable. We were SAD to see her go.”

After the staff at Eaton Senior Communities told me how thrilled the residents were with their experiences with Ryan, I spoke with Dr. Mahoor about his invention.

 

 Wayne: Why did you create Ryan?

Dr. Mahoor: We wanted to address the needs of older people living with dementia, loneliness and depression. There is a shortage of caregivers, and care is expensive — Ryan is a great form of companionship. She can help seniors lead better lives at home.

 

Wayne: Can you talk about the testing process?

Dr. Mahoor: The first round of testing, in 2016, was a six-month, piloted study at Eaton Senior Communities. All of the features were not ready, the cognitive games were simple, and the speech recognition had some glitches — but we received very positive feedback. After making changes, we did two more pilot studies this year. One focused on how Ryan can help people with dementia through cognitive behavioral therapy. The second pilot study was totally autonomous. Users had half an hour of interaction with Ryan for 3–4 weeks to test the emotion recognition technology.

 

Wayne: Were there any surprises when people first began interacting with Ryan?

Dr. Mahoor: At first, we had a fear that people wouldn’t like Ryan. But even in the early stages, they reacted very positively. We noticed that the more time they spent talking with Ryan, the more they enjoyed it, and they wanted her to tell them more stories and jokes — even gossip! When we took the robot away from one of the residents, he literally cried. The bond was so strong that he was very sad. It was really surprising for me that a robot could make such a huge impact on people’s lives. I didn’t expect that much of a connection between machine and human.

 

Wayne: What challenges did you face when test-driving Ryan?
Dr. Mahoor: One of the challenges is that you have to be patient because multiple people cannot talk to Ryan at the same time — you have to take your turn so that she can listen and understand you.

 

Wayne: What kinds of results have you had?

Dr. Mahoor: When we measured mood and depression before, during and after phase one of our study, we found that Ryan significantly improved users’ moods and lessened their depression.

 

Wayne: What’s next for Ryan?

Dr. Mahoor: We received a National Institutes of Health (NIH) grant for phase one, and now we are in transition to phase two. NIH has approved our next grant from a scientific perspective. Now it just needs to approve the budget. Phase two would be a grant of over a million dollars to help us study Ryan’s impact on the progression of dementia.

 

Wayne: How unique is Ryan?

Dr. Mahoor: There are other robots out there, but this is the first one developed with features customized to help with depression and dementia through social conversations, games and other interactions.

 

Wayne: When will Ryan be available on the market?

Dr. Mahoor: We are very close; I’m hoping by the end of the year. We’ve started working with investors to begin production. Users love Ryan, the feedback has been positive, and we’ve made improvements. It’s time to go to market to fulfill our mission of helping the health care industry.

 

Wayne: How much will she cost?

Dr. Mahoor: Manufacturing each Ryan costs thousands, so to make her more cost-effective, we have a subscription-leasing plan in mind. The cost would be about $400 per month for individuals, but if a corporation wanted to lease multiple Ryans, the rate would adjust. One Ryan can be reprogrammed to serve multiple residents.

 

Wayne: What would you say to people who worry that robots will take over the world?

Dr. Mahoor: Ryan is going to complement the time and support of caregivers and help make their lives easier — not take over and replace them.

 

Wayne: Are you surprised at where you are today?

Dr. Mahoor: Yes. When we first started several years ago, I didn’t think we’d be in a position to commercialize the invention; I didn’t think we’d be a startup meeting with investors. I’m so happy about our progress. For us to be in a position to bring a robot to market that’s going to improve health care and impact people’s lives for the better is amazing.

 

Learn more about Dr. Mahoor’s companionbot, Ryan, at Dreamfacetech.com.

 

 

Eaton Senior Communities is home to 164 residents and, occasionally, a socially assistive robot called Ryan, now being developed at the University of Denver. In a series of posts, I’m talking to people involved in this fascinating project and getting their perspectives on how this lifelike “companionbot” may transform the lives of seniors living with depression and dementia.

Today, I’m talking to Diana Delgado, executive vice president and chief operating officer of Eaton Senior Communities.

 

Wayne: How did the robot pilot study come about?

Diana: Back in 2014, we received an inquiry through our Contact Us page. It came from the assistant of Mohammad Mahoor, PhD, a professor of electrical and computer engineering at the University of Denver, reaching out to senior housing communities to see if any would be interested in a pilot project for companion robots for the elderly. We were the only senior living community that responded to his request, and in the beginning, Eaton was the sole pilot project site.

 

Wayne: Why do you think you were the only community to respond?

Diana: I know that, at most communities, we all get bombarded with spam emails. You tend to just hit the delete button. Our community is good at reading emails, and we thought, “Should we at least explore it a little?” When we heard more about it, we thought it was a very innovative idea and that our residents would be interested in it — and they are!

 

Wayne: What surprised you about the residents’ reaction to the project?

Diana: We didn’t expect people to bond with the robot, but they did. Our residents were not only excited to be part of creating this whole project, but they expressed that they missed the robot when it was removed. That just goes to show how open-minded people of any age can be when embracing new technology.

 

Wayne: Was Ryan the same for each resident?

Diane: No. What was nice is that the team customized the robot to the resident. Family pictures and favorite movies were uploaded that they could watch on a screen on the robot’s torso. One resident liked cooking shows, so they were included in her case. Ryan could give reminders to take medications, play games, make conversation; she was truly a companion. The residents could also name the robot whatever they wanted, and it was unisex, so they could make it a male or a female. One man named it after his wife, Annie. Another woman named hers “Isabelle.” One woman wanted it to be a man, whom she called “Jasper,” because she said women were too hard to live with. Each of them got to add little personal touches, like a scarf or a hat. They felt like the robot was a friend.

 

Wayne: How does Ryan help people with memory issues?

Diana: If residents have short-term memory issues and forget that they’ve said something, Ryan can remind them that they’ve already said that — it’s a way to propel the conversation forward so they don’t get fixated on that one question.

 

Wayne: How can Ryan help caregivers?

Diana: Ryan can give caregivers time to take care of their own needs. We’ve had one instance with a sister of a resident who felt that she could take an extra hour to do her errands and not feel so guilty because she’s seen the positive impact that Ryan has been making in her brother’s life.

 

Wayne: From your perspective, what was the value in having the robots at Eaton?

Diana: The team listened to what residents had to say and improved robot interactions based on that. Residents gave input about some of the facial expressions, the hair, the voice. They see real value in being heard and being listened to — they love that they’re contributing to the future of robotics.

 

Wayne: What qualities does a community need in order to take part in projects

like these?

Diana: It has to be able to embrace some innovative ideas. I guess I would say I attribute our participation to a culture of curiosity.

Stay tuned for more posts about Ryan, the companionbot. 

 

 

Last year, a piece I wrote regarding substance use and abuse in the senior population was published at McKnight’s Senior Living.

The response was so overwhelming that we’ve continued the dialogue with a second McKnight’s Senior Living article, with hopes that further conversations will be inspired around this growing challenge for older adults. To read it, click here.

 

 

 

 

As the number of people living with dementia continues to rise, a wave of memory care construction is sweeping the country, and new bells and whistles are being introduced all the time — yet, what’s really most important in memory care design?

Recently, I asked a volunteer for her point of view. She has led resident activities in a community’s outdated memory care wing for years and is making the transition to running programming out of the community’s brand-new, $18.5 million stand-alone memory care building.

After the volunteer’s first day of leading a resident program in the new memory care center, I asked her how it compared to the former space. Here are her thoughts on what she would keep in the new design — and what she would change:

Keep:
• Privacy: Residents in the new center have their own spacious rooms and baths, with airy picture windows.
• Mood-enhancing lighting: State-of-the-art circadian lighting changes on a 24-hour-cycle to promote better sleep.
• Access to nature: Secure, outdoor courtyards have walking paths.
• Sensory stimulation: A relaxation room offers soft, comfortable seating and aroma therapy.
• Pet friendliness: Residents can have their own cats!

Change:
• Poorly designed programming spaces: To attend a program in the main multi-purpose room, residents have to be escorted
a long way, down hallways and through two secure doors. There’s no storage for craft supplies near where activities
take place.
• Style before safety: The beautiful marble reception counter has a sharp edge, and one of the volunteers promptly
banged her hip on it.
• Impersonal decor: Hall walls are adorned with art chosen by a decorator, but this volunteer would prefer a changing
showcase of artistic creations by residents.
• Unbranded exterior: Outside, the main sign simply reads: “Memory Care Center.” The generic name feels cold, impersonal
and uninviting.

To sum it up, this volunteer appreciated many of the center’s state-of-the-art features, but there were gaps in function that made it harder for people to connect. The overall lesson here? When designing a new service or building, it’s valuable to elicit feedback from volunteers, along with other stakeholders. They often have years of experience and may think of ideas that others haven’t considered. The bottom line is this: From this volunteer’s point of view, high-end decor and state-of-the-art innovations are important, but the most important element in memory care design is the human element.

A couple of weeks ago, we wrote about how some historically faith-based communities are reevaluating their market positioning as it relates to their faith affiliations. While some organizations are distancing themselves from their faith-based roots, others are doubling down on their heritage. From our experience, this choice often boils down to perceptions around inclusivity. Marketers are trying to strike a balance between showing that their community is “open to all” while at the same time remaining loyal to their strong base of consumers that might strongly value a faith connection. The perceptions around inclusivity and exclusivity drive many of these marketing decisions, yet there is a trend within senior living to create communities that are selectively exclusive — and they are gaining traction.

Topic published a piece profiling the Motion Picture & Television Country House and Hospital. Located about 20 miles north of Los Angeles, a stone’s throw from Mulholland Drive, this community attracts exactly who you would expect: individuals who have retired from the entertainment industry. According to the article, the community has 230 residents living in a mix of residential options, from cottages to apartments to higher levels of care. If you look at the names of the streets and buildings, you’re likely to notice several that you might know — Spielberg Drive, the Jodie Foster Aquatic Pavilion and the Louis B. Mayer Theatre all top the list. The Motion Picture & Television Country House and Hospital is one of those communities that is, at its core, selectively exclusive. By this, we mean that the individuals who choose to move to the community value its connection to the arts & entertainment and want to be immersed in that world. Individuals who don’t care for those interests aren’t likely to make such a move. Thus, through self-choice, the community creates an exclusive atmosphere that attracts a specific niche in the market. In short, the community may be open to everyone, but it isn’t trying to be the best fit for everyone.

Another great example of this trend is Margaritaville. When this community was announced in 2017, it created an incredible buzz around the senior living space. Developed by Latitude, there are now three Margaritaville properties from which to choose — all demonstrating an incredible attention to detail. Choosing to move to one of these communities is like living your life in a Jimmy Buffett song. While some might call this paradise, others aren’t so enamored. Just as with the Motion Picture & Television Country House and Hospital, the residents of these communities are self-selecting to spend time with other like-minded people. They don’t want the community to appeal to the broadest possible audience; rather, they just want it to appeal to individuals who hold the same values and lifestyles that they do. If you can’t enjoy a cheeseburger in paradise with them, then Margaritaville isn’t for you.

To round out our examples, we also need to share the story of Legends Landing. Currently under development on the campus of the Pro Football Hall of Fame in Canton, Ohio, this community has been specifically designed to support the needs of retired professional football players, coaches, officials and administrators. Included with this development is the Player Care Center, which provides a range of health care services and includes 143 independent living, assisted living and memory care accommodations. Surely, the future of this community looks bright, as the NFL is one of the most important brands in America today. It’s only a matter of time before NFL superfans will want to reside at this community, surrounded by players and in an atmosphere that lives and breathes the sport of football. If that’s not your cup of tea, then Legends Landing probably isn’t your preferred retirement destination.

All of this is to say that niche retirement communities that fully embrace their brands are having a sort of renaissance. At one time, these niches revolved around memberships in churches and community organizations. As those groups have dwindled, the communities they built have had to open their doors wider to keep census high. Meanwhile, affinity communities — such as those based on careers and hobbies — are seeing an uptick in interest. In a way, these communities are no more inclusive than some of the faith-based communities of a hundred years ago. If you don’t have a personal affiliation or affinity with the brand, the cultural fit just isn’t going to be there.

As senior living marketers, we’re keeping an eye on these trends because we believe that there is much to be learned from them. Could pivoting an existing community to appeal to a specific affinity group make it a more desirable retirement destination? Or do these types of communities only work if they are developed from the ground up? And, we certainly don’t know if communities like these are going to be able to continue their attraction in the long term. The affinity groups that appeal to today’s potential residents may fall flat with the next generation. Only time will tell.

In 1945, the Bulletin of the Atomic Scientists recommended that America protect itself from a nuclear attack by decentralizing and dispersing the population. Essentially, it advocated for moving people out of densely packed cities into more sprawling suburbs. Many of America’s city planners took this recommendation to heart, building the network of interconnected suburbs that have become the fabric of modern America.

These urban planners were backed up by financial institutions that subsidized suburban mortgages for veterans; meanwhile, manufacturers also did their duty by building large, suburban facilities for the production of goods. Ultimately, this led to the construction of our modern interstate road system, which further enabled decentralized living. This was the world today’s Baby Boomers grew up in. Sprawling suburbs were the ideal, while densely packed cities were shunned as unsafe and dirty.

Today, those Baby Boomers are retiring. The values that they have grown up with — and held throughout their lives — will absolutely shape their buying decisions when it comes to senior living. Senior living communities, that might have been traditionally apartment based, have worked to expand their offerings to single-family dwellings on streets that look suspiciously suburban. Boomers don’t want to downsize, so we’ve adopted euphemisms like “right-sizing” to make the process of moving into a smaller abode more palatable. Heck, some Boomers are moving into retirement residences that are the same size or bigger than their current house!

For many Boomers, one of the biggest selling points for retirement communities is that they can have the idyllic suburban life without all of the work. Gone are the days of home maintenance, snow shoveling and lawn care. Instead, they can enjoy a full slate of “life enrichment” activities without worrying about the everyday hassles life might throw at them. In short, for the Boomers that can afford it, they have achieved the perfect model of suburban living that was designed and propagated in their youth.

But what comes next? In 20 years, when Gen-Xers are retiring, and the first wave of Millennials are calculating when they can quit working, will aging services organizations have the options they are looking for? We are already seeing a trend of Millennials who desire and seek out urban living. Will manicured streets full of stylishly similar cottages appeal to their desires?

As senior living marketers, our job is to fill our communities today. At Varsity, we often wonder what the future will hold. The Boomer wave is crashing at our shores, so we are adapting to meet the tides. Once that wave recedes, however, we may be looking at a very different landscape — one full of underutilized cottages that don’t appeal to the next generation of retirees.

Who would have thought that the reverberations of World War II would still be felt in retirement communities nearly 80 years later? The successful aging services providers of tomorrow will be the ones that can anticipate the needs of post-Boomer consumers and pivot flawlessly in between the generations.

What do you call a single-family, detached or semi-detached residence at your community? Is it a villa, a cottage, a townhouse or something else entirely? I’ve worked with aging services providers that have built homes that are exactly the same, in two different locations, calling them a villa in one community and a cottage in another. Outside of the physical location of the structures, they were identical in every way.

This led us to wonder ­— are we, as aging services marketers, confusing potential residents because of the language we use to describe our products?

Let’s go back to the basics. What’s the definition of each of these housing types? For the purpose of consistency, we’ll utilize dictionary.com as our point of reference for our definitions.

Villa — a country resident or estate; in British parlance, it can also denote a semidetached dwelling house, usually suburban

Cottage — a small, usually one-story, modest dwelling that could be owned or rented, sometimes as a vacation home

Townhouse — a house in the city, especially as distinguished from a house in the country owned by the same person; one of a row of houses joined by common sidewalls

Condominium — an apartment house or other multi-residence complex in which the residences are individually owned but with shared responsibility for common areas

Bungalow — a cottage of one story; popular during the first quarter of the 20th century, usually having one and a half stories, a widely bracketed gable roof and a multi-windowed dormer, frequently built of rustic materials

Mew(s) — a place of retirement; chiefly British; a street having small apartments

Carriage house — a small home, usually part of a larger estate, adjacent to a main house

I’ve found all of these terms used to describe residences in one community or another. Objectively, many of these residences were very similar, the only major difference being whether they were detached residences or not.

Put yourself in the shoes of Boomer or seniors that are attempting to compare options and services. They may be trying to decide whether your 1,700-square-foot villa is comparable to another community’s 1,700-square-foot cottage. Or maybe they are considering a 1,200-square-foot carriage house or townhouse. Do the descriptors “cottage” or “bungalow” equate to “small” in their minds, or does “villa” make them think of a memorable trip to Tuscany? The sheer brainpower it takes to sift through all of the options could be staggering.

Throughout the years, branding has shown us that the best-selling products are those that can be described simply and that can easily show their value. Can you say that about the residence mix at your community? Perhaps your community isn’t even the challenge, but other campuses surrounding yours are using different language in an attempt to position themselves in the market. How could this trend be helping or hurting your marketing efforts?

This post is somewhat rhetorical. We don’t have a succinct answer to the problem; rather, we want to ask the question and start a conversation. How much does the language we use matter? Does it create confusion in the marketplace simply because we want to make a product sound more appealing? What will we be calling our senior living residences of the future?

All I know is that, as long as I’m not living in a tiny house, I think I’ll be okay.