“Where’s Waldo” children’s books[i] ask kids to locate the red-and-white-striped shirt character in a series of camouflaged illustrations.
You won’t find Waldo or any residents in these pictures sampled from senior living websites around the country[ii]. Each depicts a “place” (e.g. main lobby) in a community, and many are very elegant…
BUT, “C’mon man … we’ve been talking about selling LIFESTYLES and not just real estate for over a decade! These pictures – and many more like them on the internet – SCREAM REAL ESTATE SALE!
Who are we trying to impress with these photos? OURSELVES? (i.e. Look what I built?)
C’mon man … this swimming pool is NO different from the pool at the local multi-family apartment complex. This dining room could be at a nearby campus dormitory and the other shots could be in a hotel lobby. WHERE’S WALDO?
I know, I know: the experts say that you shouldn’t show elderly people in your ads; that the prospects won’t relate to the images of the showcased older residents or the advertised community. They’ll say, “I’m not like them; that’s not the level of service I need!” If the depicted residents appear to need assistance with their daily activities, the concern is that “higher-functioning” prospects will say “I’m not READY YET!” Other views of active adults may be criticized as “unrealistic”.
Thus, we default to sterile pictures of the real estate features and leave it up to the prospects to use their own imagination to picture themselves in that setting. That approach may work for family housing when buyers customize their “new home” to fit their individual tastes.
WE ARE DIFFERENT in Senior Living! We provide “communal living” and should SHOWCASE what we offer. Do we really expect people to want to live in a museum-like environment where you can “look but don’t touch”? Isn’t that the message that pictures without human beings conveys?
The Progressive Retirement Lifestyles (“PRL”) program is built upon an interactive lifestyle for all of our residents and advocates the marketing of a robust lifestyle to attract newer generations of prospective residents. We believe that senior living communities should depict scenes with a feeling of warmth and positive aging through social interaction and activity that provide benefit on an on-going basis:
- Residents actively participating in a water aerobics class (if you are lucky enough to have an on-site swimming pool) is much more meaningful for a potential resident and their family than the passive picture shown above.
- Residents sharing a meal with their new acquaintances in the dining room would be more appealing than the picture of the empty dining hall.
- Residents using the common area spaces by participating in an activity there – or at least sharing a moment in conversation with other residents – shows that the building is ALIVE!
I’m ART CARR and understand that this is a controversial topic, but am convinced that my Progressive Retirement Lifestyles concepts create Superior Senior Lifestyles that promote increased occupancy. I welcome your contact at 615-414-5217 or via email at email@example.com to learn more about the potential of the exciting Progressive Retirement Lifestyles program.
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[ii] These are just a sampling of the vast number of similar pictures posted on community sites and are offered as a representative group for the industry as a whole. For that reason, specific communities and/or companies are not identified.