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Decisions, Decisions: How seniors really choose retirement living communities

Presentation by Irving Stackpole
Monday, May 19, 2003; 10:30 – 12:30


The Empire State Association of Adult Homes and Assisted Living Facilities
24th Annual Conference and Trade Show
Albany Marriott Hotel, Albany, New York
May 18 – 21, 2003

Session Summary:

Community attributes, such as location or appearance that are important during the purchasing decision are not the same as those, which are important during residency. Community managers often assume these are the same, and measuring residency satisfaction they assume purchasing attributes are the same or similar. Research and practical experience has shown this is not true. Understanding purchasing attributes and how they are operationalized will increase marketing effectiveness, reduce per lead cost and increase closing ratios.

Learning Objectives:

  1. Differentiate between purchasing attributes (prospects) and satisfaction attributes (residents)
  2. Describe two procedures for discovering purchasing attributes
  3. Report the results of national studies of purchasing attributes (conjoint / trade off experimental design)
  4. List strategies to operationalize the preferred purchasing attributes
  5. Identify tactics for implementation of preferred attributes and measure their effectiveness

For additional information about this event,
please visit the ESAAHALF web site

Decisions, Decisions:  How seniors really choose retirement living communities

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