Brecht Associates has added three new services that we believe can help you now to position your community in the best way possible. Whether your campus is closed or open, we can offer these services to help you refine and augment your market and positioning strategies in ways that will assist your organization in putting its best foot forward. We have developed three targeted analyses designed to assess your current status and enhance your ability to articulate clear goals going forward. Each service is available individually or can be purchased in combinations. The results of each service will be summarized.
Market Positioning Analysis
We will compare how your community is positioned based on reviewing your website, brochures and use of social media like Facebook. Our review will consider use of language and messaging, testimonials by residents, visual images, description of the community, and financial information. This will be compared to major competitors identified by you.
Unit and Service Differentials
We will compare your community with your competition (as identified by you). This can be particularly helpful for AL and MC services. This will include unit types and sizes, what is included in basic services, what requires additional fee and how much those additional fees are for such services. It will include special services, such as helping residents engage in the outside community, that may help differentiate your community. We will look at your community’s amenities and programming and compare to your major competitors.
Changes in Market Area Draw
We will define your market area based on current resident origin data. We will also look at information provided by you on resident origin data from 3 years ago and 5 years ago. Based on that data we will identify your primary market area, evaluate how much you draw from that area, and then compare that with your historical data to determine whether your draw has diminished and if so, from what areas. We will summarize the results, pointing out whether any differences have occurred and where. This will provide you with data that can help you evaluate whether newer competitors may be taking away some of your market share.
At this challenging time, we understand your concerns for your staff, your residents and your families. We know that comes first. Many of you are also in the midst of either planning a new community, or modifications to existing communities. Or you may be interested in learning more about how prospective residents may be thinking about their future senior housing options. Without leaving our office, we can be of help. One of our most popular services is the preliminary market study. This type of study is done without physical field work. It involves conducting telephone interviews to properly define the market area, identifying and surveying existing and planned competitive communities by phone, analyzing the demographics of the market area and calculating the potential depth of the market and whether it is sufficient to support your plans. The conclusions that we reach can help you decide whether or not to proceed with the plan or modify it if necessary. Another service we can provide is to conduct telephone interviews with lost prospects who are defined as someone who actually visited your community but didn’t move in. Because the lost prospects are guaranteed anonymity, they are much more willing to discuss what led to their decisions. Was it design, services, pricing or something else?
Let us know if we can help. I can be reached at 215-219-2216 or by email at firstname.lastname@example.org