Quick recap
This meeting was a Second Wednesday conversation focused on marketing activities and communication systems in CCRCs (Continuing Care Retirement Communities). The discussion began with updates about an upcoming ORANGE plenary meeting on October 28th at Medford Leas, which will have approximately 120 attendees from 27 associations.
The main topic centered on various marketing strategies being implemented across different communities, including resident referral incentives where residents can earn a month’s free service fee for successfully recommending new prospects who move in, and special dining events to help prospects connect with current residents. Several participants shared their community’s specific marketing approaches, with Medford Leas hosting 50 serious prospects at a recent event, and The Vista in Wyckoff offering overnight stays with dinner arrangements for prospects.
The conversation then shifted to resident communication systems, with participants discussing various platforms including ICON, Uniguest, MyErickson, and WellZesta, sharing both successes and challenges with resident adoption and data accuracy. The conversation ended with plans to reconvene on the second Wednesday in November.
Next steps
BJ
- Share the information provided by Linda Woolston regarding New Jersey renter’s law and its non-applicability to CCRCs with the new resident who suggested withholding monthly service fees.
Barbara Trought
- Find a volunteer to take over the moderator role for the second Wednesday conversation for a month or two.
Bruce
- Provide an update on the legislative committee’s work regarding the six items for New Jersey legislators at the plenary meeting on October 28th.
Muriel
- Keep the group posted on the progress of Barry Falk’s efforts to establish informational outreach to 55 and over communities near Monroe Village.
ORANJ
- Continue using AI notes for the second Wednesday conversations and ensure a human reads and reviews them.
Summary
BJ mentioned receiving a new laptop with updated Zoom software containing an AI app, which ORANJ suggested could be used for note summarization.
ORANGE Plenary Meeting Preparation
Barbara Trought led a meeting preparation session for the upcoming ORANGE plenary on October 28th, confirming attendance from 27 associations with approximately 120 people expected.
She mentioned coordination with the registrar and noted that Laverne needed to provide additional information about a person named Kevin who was missing a last name.
Bruce Schundler announced that ORANGE now has 26 members with a new member called Vista from Wycliffe, and Ken Peabody noted he would miss the event due to being on vacation in Israel.
The meeting covered logistics including the 10 a.m. start time, check-in procedures, and arrangements at Medford Leas, with Barbara Trought requesting someone to volunteer as moderator for future Second Wednesdays meetings.
New Jersey Legislative Updates
Bruce updated the group on legislative efforts in New Jersey, explaining that the Orange Legislative Committee adopted six items to address outdated laws that don’t reflect current CCRC organizational structures managed by companies like SpringPoint and Erickson. The work will begin after the elections. Barbara Trought provided guidance on identifying state legislators and mentioned increased marketing activity at Medford Leas, where 50 serious prospective residents attended an event, with residents helping to connect with prospects and marketing staff having someone stationed at the door with take-home materials.
ORANJ Platform Training and Incentives
Barbara Trought led a meeting with 32 attendees where ORANJ provided technical instructions about using the raise hand feature and screen visibility. BJ shared information about resident incentives at Applewood, including a month’s free service fee for successful referrals and special lunch arrangements to help perspective residents connect with current residents. Bruce then shared a personal anecdote about attending a marketing lunch at Stonebridge, where he encountered former lake neighbors who were surprised to see him in regular clothes rather than bathing suits.
Senior Living Referral Incentives Discussion
The group discussed referral incentives and marketing strategies across different senior living communities. BJ explained Fellowship Living’s cold call requirement where staff must contact prospects not already in their database, with credit given to the referring staff member if the prospect moves in. Barbara Withers from Atrium shared their existing incentive program offering a full month’s service fee after prospects live there for two months. Ken from Monroe Village described their similar monthly service fee incentive program, and Camille from The Vista in Wyckoff mentioned their marketing approach of inviting potential residents to stay overnight and participate in community activities to get acquainted with the facility.
Engaging 55+ Communities Strategy
The group discussed strategies for engaging with nearby 55+ communities, with Muriel reporting that Barry Falk is working on arrangements with communities near Monroe Village, including Clearbrook which has 2,000 residents. Barbara Trought shared Medfield Leas’ experience with a nearby over-55 community, noting challenges with cost-sharing for speakers. Bill Walker mentioned that Winchester Gardens residents typically choose their community after a two-year decision process, often influenced by family connections in the area. Bruce noted that CCRC marketing has been successful and observed a growing interest in senior living communities as people age.
CCRC Resident Services and Communication
The meeting focused on several topics related to resident services and communication systems in CCRCs. Bruce reported that newer residents are increasingly older, with an average age of 85, and many are being moved by their children due to declining independence. The group discussed resident concerns about service fee increases, with Bruce clarifying that while there’s no specific law limiting increases, the Department of Community Affairs gets involved if charges exceed 10%. The discussion then shifted to various resident communication systems, with participants sharing experiences about ICON, Uniguest, MyErickson, and WellZesta platforms, highlighting both benefits and challenges including accuracy issues and low adoption rates. The conversation ended with plans to reconvene in November.