This past week I had the opportunity to address a whole team in a quick blast of training at a luxury senior living residence in the heart of Toronto, ON. The room was stuffed, standing room only, with all the folks that make our home's shine - housekeeping, personal support workers, registered nurses, concierge, reception, maintenance, environmental support, dining room servers, chefs, sales team members, department managers - you know who you are!
Our topic was the impact that the team has on the environment. The secret sauce for making a senior living residence feel great for everyone.
This newsletter is a slice from that training and a sample of what we talked about, laughed about and celebrated.
I'm hoping you might find some gems in here to talk about at your next meeting!
Create an Experience Worth Choosing
Culture of Service • The 10/5 Way • Occupancy & Quality Thrive Together
Every person in your community has the power to make someone feel welcome. When a Prospect or family member walks through your doors, they aren't simply looking at a suite. They're imagining a new life. They are wondering: Could I, or could my Mom or Dad be happy here? And they answer those questions through everything they see, hear and experience.
First impressions are everyone's responsibility.
See it Through Their Eyes
For most people, considering moving to senior living is a big emotional step. They might be facing, health or mobility changes, loneliness or loss, fear about what comes next and uncertainty over change. Most people don't wake up one morning and simply decide “Today is the day I move to senior living.” Getting ready is a process.
The Prospect journey takes many days and the average senior will spend about 200 days, a little over 6 months, thinking through and making the decision. During this process savvy senior living residence teams work on building trust, building relationships, solving problems and partnering with the Prospect and family on a plan.
What is Your Community Saying?
What happens when a Prospect, and their family member arrive at your senior living residence for thier first visit? Before they even speak with someone, or view the model suite they are experiencing (feeling) the environment.
WHAT DO THEY SEE? Is it clean? Up to date? Well cared for? Are people engaged?
WHAT DO THEY HEAR? Warm conversation? Laughter? Music? Activity?
WHAT DO THEY SMELL? Fresh coffee? Baking? Flowers? A clean, fresh environment?
WHAT DO THEY FEEL? Welcome? Upbeat? Warmth and caring?
The “White Glove Clean” concept reminds us that if we can see it, smell it or hear it, Prospects and families can too.
The 10/5 Way
A Small Action. A Big Message.
There is nothing better than a smile. It is absolutely that simple. The 10/5 Way is a foundational concept that builds culture with pure simplicity.
10/5 Way says, when someone is approximately 10 feet away: LOOK UP. MAKE EYE CONTACT. SMILE.
Should they come within approximately 5 feet: SAY HELLO.
The 10/5 Way is simple: eye contact and a smile at 10 feet, and a verbal greeting at 5 feet. Imagine your home if everyone adopts this simple approach. Every team member, guests, vendors, Prospects, families all giving and receiving smiles all day long.
ON A TOUR, TAKE IT ONE STEP FURTHER
Team members often wonder how their job effects tours and they can't quite understand the impact that they have.
For every team member start here! It's the 10/5 Way in action. On a tour:
- Turn your body toward Prospects and family members.
- Make eye contact.
- Smile.
- Offer a genuine greeting.
It takes seconds. But those seconds let families and seniors know that they are welcome here and that they matter.
CULTURE IS A FEELING
Culture is not a mission statement on the wall. Culture is what happens every day. Residents feel it. Families feel it. Prospects feel it. We feel it.
Senior living is unique.
THE RESIDENT'S HOME: A place to live, enjoy, socialize and feel secure.
OUR WORKPLACE: A place where we deserve to be treated with respect and kindness.
OUR BUSINESS: A successful business must remain healthy so it can continue to provide a great home and a great workplace.
These three things can—and must—exist together.
Occupany is not the "Sales Team's" problem
In addition to your team creating this incredible smile revolution, it's possible to plan for moments that become memorable. You don't need a marketing budget to create a memorable experience.
Sometimes it is the little things:
☐ A genuine smile
☐ Saying someone's name
☐ Holding the door
☐ Helping someone find their way
☐ Offering a warm welcome
☐ Fresh coffee or the smell of something delicious
☐ Music in the lobby
☐ Residents laughing and enjoying themselves
☐ An activity happening when someone walks by
☐ Inviting a Prospect to participate
☐ Taking a moment to answer a question
☐ Noticing when someone looks uncertain or uncomfortable
Every department contributes to the experience a Prospect has when they visit.
- Dining can host a tasting event and prepare treats for thank-yous.
- Activities can invite Prospects to participate in events and special outings.
- Care can reassure a family on a tour.
- Maintenance can treat the building as a home.
- Every staff member can make someone feel welcome.
You don't have to sell anything. Your job is to create an experience worth choosing.
Why Does Occupancy Matter?
A healthy, full community creates opportunity for everyone.
FOR RESIDENTS
- More activities and social opportunities
- Special events and entertainment
- A full complement of staff
- Continued investment in the building
- Technology and environmental improvements
- More opportunities for connection and life experiences
FOR STAFF
- Ongoing employment
- A stronger, healthier business
- Full staffing
- Better resources
- Opportunities for benefits and advancement
- An improved work environment
A full home is a happy home!
What Can I Do?
Every Day. Every Interaction.
You don't have to be in Sales to contribute to occupancy. You don't need a sales pitch. You don't need to know every answer.
You simply need to understand that WHAT YOU DO MATTERS.
When a Prospect walks through our doors:
- Our building speaks.
- Our people speak.
- Our Residents speak.
- Our culture speaks.
And sometimes the smallest moment can make the biggest difference.
MY DAILY COMMITMENT
I WILL…
☐ Look up and acknowledge people.
☐ Use the 10/5 Way consistently.
☐ Smile and make eye contact.
☐ Greet residents, families, guests and Prospects.
☐ Treat our building like someone's home.
☐ Keep my environment clean, welcoming and ready.
☐ Notice when someone needs help.
☐ Create moments of warmth and kindness.
☐ Speak positively about our community.
☐ Remember that Prospects and Residents are people—not interruptions.
☐ Help create an environment that someone would want to call home.
Senior Living Pro — a performance improvement and development advisory group dedicated to helping senior living organizations transform their results and leadership capabilities. With 30+ years in the senior living industry and a deep understanding of what actually moves the needle, we help executive teams and operators shift from reactive occupancy tactics to strategic performance leadership that delivers measurable business outcomes. www.seniorlivingpro.ca
- Jodi Flanagan
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