Active Adult has exploded in 2021, as older men and women realize the benefits of living in a community designed around their lifestyle preferences, and want to take advantage of record real estate valuations. As occupancy at many communities rises well above 90%, new communities are being built at a record pace.
But these prospects are coming to the market with different questions, different expectations, and, importantly, different reasons to delay a decision than those looking for senior living care. At Roobrik, we realized that we needed a different approach to (a) help prospects navigate their choices, and (b) help providers educate prospects, ensuring that their existing communities and new projects meet occupancy goals.
“Is it the right time to downsize?”
To create our new assessment, we started with the language we hear most from these adults: “Should we downsize?”, “How can we simplify?”, and “What would be a better fit for our lifestyle?” In Roobrik’s extensive research with prospects, families, providers, and industry experts, we learned that even though practical considerations are primary, emotions and longer-term concerns still drive the decision process. For some active adults, there’s also a “bucket list” of lifestyle options that color decisions as well. We set out to address it all, so prospects could make an informed decision that fits them best.
The result is a unique tool that helps active adults 55+ and their families gain clarity around their preferences and priorities. Questions start with the basics: Where are you living now? How much do you know about your options? Why are you interested in making a change?
From there, we cover preferences: What services and amenities are important? Do you want to be able to travel or host visitors? Do you want to meet new people?
Finally, we tap into the emotional side of this big decision: How long have you lived in your current home? How are you feeling about making a change? What would make it easier for you?
These are the questions that educate the prospect not just about your community, but about themselves.
Once someone has completed the 22 questions, Roobrik algorithms generate a readiness score that empowers, validates, and encourages the best next step. The included personalized report and articles offer streamlined education about options, plus a framework for discussing downsizing with family members, sales advisors, and other influencers in their lives.
A “Full-Color” Lead for Sales Advisors
When Roobrik prospects choose to share their results, community sales advisors see this same report in real-time. Instead of an unknown contact form lead, a Roobrik lead is a “full-color” prospect, sharing their contact information, all of their responses, and giving permission to be contacted. The results are clear. Roobrik leads tend to make a decision to tour and move sooner, and typically move in at twice the rate of contact form leads.
“Is it the right time to downsize?” isn’t just for Active Adult communities. Current Roobrik clients will find this assessment useful for their independent living communities, for 55+, retirement villages, and CCRC/Life Plan communities. Even AL providers may find that adult children are contemplating this life change.
Just as with our other assessments, “Is it time for senior living?” and “Is it time to get help?”, this decision tool functions for two user groups: self assessors — in this case adults who are considering how they want to live out their active years — and the adult children, friends or other family members who may play a role in supporting them when it comes to planning/decisions for the future.
You can take a look at the assessment yourself here. If you’d like to have a live demo, contact Jeff Gronemeyer at firstname.lastname@example.org.