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How to Flip a Flop -- from Failure to Facebook

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By Steve Moran

First the backstory!

I had this idea to create an online community that was focused on senior living leadership and invested a ton of time -- and a significant amount of money -- to create a subscription-based site called Senior Living Leadership Hub. You may remember it.  

It was a flop. But . . . it was worth a try.

And this was after having a LinkedIn group that has more than 4,000 members and a fair number of posts, yet no meaningful engagement. (Therefore, still mostly a flop.)

It Is All About Experimenting

I was not ready to give up on the idea. I also happen to be a member of a couple of Facebook groups that are really thriving; consequently, in the middle of the night it came to me that I should start a Senior Living Leadership Facebook page. In the morning I got up, started the group, added a couple dozen people, then promoted it on LinkedIn (I wonder if that is allowed?).  

A week later, we had 350 members and several hundred posts.  

Senior Living Leadership -- The Real Business

I recently posted this question:

"If the real business of a hotel is selling sleep, then what is the real business of senior living?"

Here are some of the responses:

Shannon Ingram: Selling senior living is so much more than selling one thing like sleep, at least in my humble opinion. Hotels sell to multi-generations and sleep is the thread that connects their "audiences." The essence of selling senior living is not just "selling". 

It's about EMBODYING care, healthy lifestyle, convenience, empathy, dignity, compassion, camaraderie, comfort (including dining), engagement (variety of activities), respect (for individuals) and safety. And more than anything, it's ultimately about selling LOVE to combat the fears that accompany aging, for both the seniors and the younger ones who advise them.

Wow. Great question!

Rayne Stroebel: The problem with senior living starts with “selling” and defining the “product”. Calling Elders “consumers” is part of what has become an “industry”. We either have to accept this -- or we have to seriously reconsider every word of this question.

Pat Nichol: Selling the concept of living life to the fullest every day.

Loretta Gecewicz LeBar: Selling high level of quality of life to seniors.

Kim Utecht Prayfrock: Relationships.

Mindy Bowens: Selling a lifestyle where seniors are encouraged and supported; making  residents' lifestyle dreams come true.

Joan Pace: Supporting the lives of older adults through opportunities and options that become more limited as they age.

Ravi Bala: Engaged and Active Living.

Kristen Kim: Peace of mind and comfort

Robert Angel Jr.: Personalized care, compassion and socialization are my top 3.

Rayne Stroebel: Is that a “business” though?

Denise Dehne Borgoyn: Selling peace.

Sonya Sterbenz Barsness: A place that will support people as they grow older to live in the way that is important to them.

Nita Ryther Wilkinson: It’s all about them understanding their value and purpose in this season of their lives. Our job is to ask the right questions and encourage new goals that empower and engage them.

Barbra Tunick Giles: Dignity and self worth.

Pam McDonald: Eyes on; just in case

The conversation is continuing . . . we would love to have you join our group. It is a very unique and special place. If you are a vendor, you are welcome, but we have very strict rules about no self promotion. Here is the link:  https://www.facebook.com/groups/SeniorLivingPros/. And yes, you do have to have a Facebook account to participate, but it would be worth having an account just for that!

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