Prospects may be hesitant about visiting a Life Plan Community because of concerns about the Omicron variant. Our prospects are part of the highest vaccinated demographic group, yet the threat of Omicron still makes many less eager to venture out.

A successful event can be held in a vacant cottage or patio home. This alternate location can make the prospect feel more comfortable being away from the main common areas of the community. Moving the event location will make the residents more confident too. We are not inviting prospective residents into their dining venues or event spaces.

Suggestions for invitations to the event: print 100 special invitations with your local printer.  Hand address them and use a pretty postage stamp to make them seem more personal. Have the marketing counselors pick out their best leads to invite.  Limit the attendance to 10-12 people at a time. You may have to stagger the starting times for more than one group. You may also have to schedule a second day to accommodate a larger turnout! That is a good problem to have!

Phone calls the day before the event can confirm the time, date, and location of the event. Attendees will also appreciate the opportunity to socially distance.

Day of event tips

The day of the event have signs up on campus to direct people to the cottage. Be sure to notify the concierge of the location of the event in case someone goes to the main entrance.

Follow the CDC requirements by using the same protocols for visitors to the community. Screen them at the cottage and keep records of the screenings.

Have upbeat music playing to create a nice back drop for the house. Always be sure you have enough chairs for everyone to have a seat.

Make it more of a social event. Tour folks personally throughout the house and point out the features.  Introduce them to other staff such as the Director of Marketing or the CEO. Maybe have a few residents involved also. They can speak candidly about how much they enjoy the community.  

Create a PowerPoint to be on a continuous loop for people to watch. It may have pictures of furnished apartments or amenities offered in the community. It may stimulate conversation and questions, or act as an ice breaker. They can also watch it if it is taking time to screen arrivals.

Tours at the event

If a few people are showing a high level of interest, you can offer to show them a vacant apartment in the building. Have an apartment near an alternate entrance to the community identified. Take up to four people with one staff member to see this alternate apartment. You may have to pass one or two apartments on the way to a vacant residence. Check with management to be sure this is acceptable.

The prospects may not be interested in the cottage but at least they have been on campus, talked with staff and other prospects, and will have a chance to sample the food. (Food can be given to them as they exit the cottage. Have attractive single serve portions in sturdy recyclable plastic containers. No Styrofoam presents a better image. Assemble the containers in a cheerful gift bag - with handles - for them to take home to enjoy. Add a label with re-heating directions and describe the contents in a menu format. Be sure to keep the contents chilled in a refrigerator until given as they depart. A Charcuterie Board is a simple yet tasty option)

Expand this Open House concept to members of the Future Residency Group (waitlist depositors). Same agenda but perhaps provide this group with a full dinner and a bottle of wine. Follow the suggestions for the presentation of the food.

Of course, always have collateral material for people to take home with them. And always have deposit forms for people to act at that moment.

-        Eileen Moore, regional director of marketing for Tandem Senior Living Advisors

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