Starting the New Year off right for the Senior Industry

Attended Buddy Lieberman's (he of "The Buddy Group" networking meetings)-- 3rd Round Table luncheon on the state of our senior industry.

If you missed it, don't panic. As a writer, I took good notes!

Both speakers were from "big players", and both were operations Veeps. What they said was very enlightening--yet I don't think they can relate to the small RCFE's or in home cares--they come from the big corporations.

Never the less, here's what they said:

This will be the year of large acquisitions by the big players. Facility groundbreaking and building of new facilities is pretty much halted due to lack of resources and the economy. However, since it's cheaper to take over properties and insert new management, that's what most of the big boys will do. This is what they called regional buying.

This bodes well for you, the small RCFE's. Your comeback to this thought process should be to explain to the families and the potential residents that you are not changing management or your style. You will be the same, loving caring facility and staff you've always been. And if the client wants personalized service, you are there to provide it--unlike some big corporations.

According to the Veeps, there is still an unmet demand for residents. Either they meant the censuses are down, or residents are not getting what they ask for--that their demands are not being met. (Not sure which, but I suspect the latter).

Residents are staying home longer before they make a decision to move. While it used to take 2-3 months to move, it's now taking 8-12 months.

What does this mean for RCFEs? That you need an extensive marketing campaign that allows you to put people on a waiting list, then cooperate with other B and Cs around you to find people their homes. And don't wait until you have a death, move out to hospice, or some other reason to start to market.

THE TIME TO MARKET IS CONTINUALLY, AT LEAST FOR 4 HOURS PER WEEK!

Finally, they talked about more mental health issues among the senior population. It seems that most of the big boys are moving towards adding more dementia wings in their facilities. So if you, as an RCFE B and C do not deal with dementia--you'd better.

In a nutshell, the gist of the forum was about that, and how people now know what options there are--they're more demanding re: private pay, and what they get for their money.

AND, seniors themselves are taking to the internet as never before, to find information for themselves and other seniors about the choices they will have to make. So last question for this month:

Do you have the following:

• Web site (With interaction, not static)
• Blog
• Facebook Page
• Linked In account
• Twitter account

Are you on all 36 national and local websites that offer FREE uploads and information for you to list your facility?

IF NOT, WHY NOT? CALL US, WE CAN DO THIS FOR YOU!

Merry Christmas and Happy Holidays to All my friends and clients

Just wanted to take this opportunity to thank all of you for your great support and friendship this past year. Nadine and I are very grateful we have friends and clients like yourselves.

Four new clients this past month I especially want to single out:

Bob Cullen, my old friends at LPL Financial and Saving Mom and Dad. If you haven't read the book, and you are in the senior industry, go get it now for Christmas.

Chet and Kathy Sasaki - new clients at Seniors Helping Seniors San Dimas office. Greatest couple who really care about the senior market.

Maria and Danica Pilares - owners of Pilarville Garden. Very homey and comfy atmosphere where your parents or friends can live with full attention to their needs.

And finally, Carol Rock - owner of RCFC, Inc. If your facility is on the brink of a major audit, or you want to avoid one, you need to call her ASAP.

Again, thanks to everyone who makes helping seniors a worthwhile occupation.

Best in 2012.

Reece and Nadine Franklin

Senior Industry Survey

Please tell us the most pressing marketing problem you have right now as a person who sells to seniors. Thanks.

OMG, I Cannot Believe the Industry is Not That Well Connected

I recently joined LinkedIn.com to increase my visibility with other businesses. In going through my over 600 business cards (people I've worked with in either Senior Expo from '02 to '08, or people I network with), I cannot believe what I found.

I typed in both the company name and the individual name. Out of almost 200 people, most of whom go to several senior networking meetings per month, less than 7% have a profile on Linked In. That's just 14 people. And these are the community relations reps and the owners, folks.

Many might be on Facebook or Myspace, but those are primarily for college kids, not business people.

For an industry that prides itself on referrals, there's definitely a problem.

What's Happening in Your Senior Facility?

Crazy stuff going on out there right now! Who would've thought that Sunrise, the nation's largest, with 2300 properties in the US, would file for bankruptcy protection. Talked to a regional the other day, he claims they're doing OK, now that they're focusing on their core business. Probably will turn out all right, as long as they don't try a marketing line extension again. (That's when companies like Xerox, known for copiers, try to do computers.)

My advice to the senior industry world: stick with your core competency, and expand it with other offerings, not other products.

In the meantime, why not add a comment about what you're doing in this economy to ramp up your patients, residents, or clients.

http://increaseyourcensus.com/

Reece

How to Really Network at a Senior Industry Meeting

Here's the first of what I hope are MANY information tip sheets for those of you in the industry. We will have our site Senior Industry Update ready toward the first of the year. So here's Tip Sheet #1 - rather long, but VERY important.

1. Define Your Purpose – You must have a plan. You are there to meet other people who can help you gain more & better business. So determine what you want to accomplish with your 1 ½ hours at the meeting.

2. Set a goal for the Meeting – Perhaps a goal can be to talk further with someone you already know, and find out what you can do to help their business. If you give a little, you’ll get a lot.

3. Dress Appropriately – Men should wear a sport coat, slacks, and dress shirt, at the least. Women dress in business attire, pant suit or skirts are very appropriate.

4. Bring Brochures and Business Cards, Are you using them wisely? Many people take cards, but don’t look at them. Do this instead. Keep you business cards available, but ask the person for their card. Then ask permission, as you talk and ask them about their business, to jot a quick note on the back of the card. It should be something that helps you remember them and the conversation. (See # 12).

5. Prepare your 30-second “Pitch” – We are only given about 30 seconds to tell who we are, and what we do. But don’t be boring. Tell the audience why you are unique, not that you are “another in-home care or 6 bed b and c.” Practice your pitch until perfect.

6. Know Why You are Different – There is something special and unique about each of you. Tell the audience why you are special and different. But don’t use cliché’s. We all care for seniors – but why should someone refer your business rather then your neighbors?

7. Stand Up when you introduce yourself –Most of the meetings it’s hard to hear the introductions. Stand up, the air will fill your lungs, and we’ll be able to understand who you are and what you do.

8. Speak Clearly – Don’t mumble. Enunciate clearly. If we can’t hear you, we can’t help.

9. Don’t Be Shy – Some people are painfully shy. Don’t be, we are all friends. You are there to tell people what you do. We can’t help you if you don’t speak to us. And don’t look down.

10. Don’t Beg for Business – So many b & c’s get up and tell people “I need residents, please help.” Begging puts you at a disadvantage. People don’t refer to you out of pity. They refer to you because you are the best one.

11. Meet 3 New People, and Get Their Story – This should be your goal. Write down on the back of their business card a few notes about them that you can use for follow up.

12. Follow Up within 24 hours with a thank you note – Take that info from the back of the card. Hand write a thank you note. Mention something they said to you. When you personalize the note, they will be pleased you remembered something special about them, and they’ll remember you.

My email is: seniorexpo@roadrunner.com