Understanding the general native aggressive panorama and who your key opponents are is extra crucial than ever in serving to your gross sales and advertising professionals distinctive place your product out there space.
Though the financial local weather nonetheless is creating challenges for vital new improvement, new senior residing merchandise are being launched in lots of markets, and present operators have continued to reposition and optimize their present product and repair choices. Some operators are growing regional operations to consolidate sources and cut back working prices. You want present native market information to grasp and keep on prime of all of these modifications.
Thriller retailers might help you gather data to determine and higher perceive key opponents. Outlets are most cost-effectively carried out by phone and might acquire fundamental data equivalent to pricing, occupancy, providers, facilities and advertising supplies. An in-person, on-site thriller store, nonetheless, can also present necessary qualitative intelligence, equivalent to what prospects are literally seeing, experiencing and being instructed concerning the group they’re visiting in addition to different space communities. Many operators may have their very own communities mystery-shopped to judge and sharpen their inside gross sales and advertising processes.
Knowledgeable advertising personnel use these knowledge to develop distinctive messaging and market positioning factors that may clearly talk a the advantages of a group and the way it compares with and suits into the spectrum of present and rising senior residing merchandise out there space. It additionally needs to be famous that older grownup customers usually have completely different perceptions and opinions concerning senior residing and who they could contemplate as competitors.
Thriller buying can present the data wanted to emphasise strengths, remove or neutralize weaknesses and deal with perceptions and misconceptions. Operators that preserve an ongoing understanding of and perception on their aggressive panorama would be the most certainly ones to have the ability to adapt and achieve success sooner or later.
Lynne Moore is president of MDS Analysis Firm Inc., a nationwide senior residing and healthcare consulting agency based mostly in Fort Value, TX, that has been serving shoppers for extra 50 years. MDS is a two-generation firm – she is following in Jim Moore’s footsteps. Ms. Moore is chargeable for all MDS market research-related tasks involving all facets of senior housing and healthcare. She could also be reached at (817) 731-4266 or lynnemoore@m-d-s.com.
The opinions expressed in every McKnight’s Senior Dwelling visitor column are these of the writer and should not essentially these of McKnight’s Senior Dwelling.
A model of this column seems within the June 2025 print concern of McKnight’s Senior Dwelling.
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