Introduction
Last year, I conducted a survey of over 700 seniors, asking questions about their fears, hopes and desires in relation to contemplating a move to senior housing. The people surveyed were between 73 and 85 years of age, still owned their homes and had lived in those homes for an average of 33 years.
The results of last year's survey were helpful to many professionals who deal with seniors and assist in these decisions, and they were also quite revealing. After reading the responses, I came to some important conclusions. Fear was holding many of the seniors back from making a move that they could or should make.
My senior respondents stated overwhelmingly that maintenance of their homes and deteriorating health were reason enough to move. Their homes were too large in many cases, but emotional issues were overriding the logical part of their brain. Most have been in their homes over 30 years. Much has been accumulated. There is total confusion as to the choices available and costs for senior housing. Many are pessimistic about the future. There seems to be a feeling that things will get worse before they get better. However, some feel that medical advances, longevity of life and better politicians will make for a better tomorrow. Fears about health in the future and dwindling finances weighed heavily on my respondents.
This year, I wanted additional, specific information. I wanted to know the image my senior clients had of positive senior housing. I wanted to know how their new home would look if they had their choice. I wanted to know what is most confusing about current housing options, as well as what features they consider to be positive or negative. I wanted to find out what information would best help them make a decision to move into their new surroundings.
In addition to surveying my senior clients, I also surveyed over 200 experienced marketing directors at senior apartments and at facilities dedicated to independent, assisted, life care or continuing care. I asked them the same questions that I had asked my clients, hoping to clarify two viewpoints of the same subject. I was eager to discover each group's perspective, as marketing directors are always doing their best to connect to their senior clients. I felt this survey would be a tool as well as a barometer as to how their senior clients perceive the senior housing market.
Following are the compiled results, including respondents' comments:
1. Would a move to senior housing improve your life?
51% of seniors said yes. They noted:
- Fewer responsibilities such as snow, yard work or home repairs (39%)
- Greater opportunity for activities and being with others (12%)
- Security and safety issues, and immediate help in emergencies (9%)
- Other reasons such as transportation, more freedom, less grocery shopping, not leaving a home empty when they travel
41% of seniors said no. They noted:
- Loss of privacy (#1 answer)
- Loss of space
- Cost, using up their savings
- They enjoy their current lifestyle
- They would miss their neighbors
- They didn't want to live where there were 'so many old people'
8% of seniors were undecided
Not surprisingly, 100% of marketing directors responded 'yes'. They noted:
- Socialization and fellowship, a sense of community (43%)
- Security (12%)
- Other reasons such as no maintenance, security for the future, convenience to stores/churches, health & wellness issues, meals, no stairs, less stress
Conclusions
Almost half of the seniors initially coming for a site tour do not believe that a move will improve their lifestyle.These seniors have not yet experienced the advantage of the socialization that these facilities offer. However, the burden of maintaining their home (or the inability to do so) is foremost on their minds, and in most cases it is the reason for their initial appointment.
2. What is most confusing when contemplating a move to senior housing?
The seniors responded:
- 26% mentioned costs. They noted:
- The differences in prices
- Too many cost increases
- Not affordable on a fixed income
- 13% cited too many options and choices
- Others mentioned waiting lists, transportation, meal times, meal quality, too many regulations, long halls and bad locations.
The marketing directors responded:
- 12% mentioned eligibility requirements
- 9% said 'costs' including entry fees and payment plans
- 9% noted medical paperwork and legal terminology
- Others mentioned location, levels of care, knowing one's way around the community, and one person assumed it was 'the correct way to recycle'
Conclusions
Seniors are most concerned about costs, or affordability, when first considering senior housing. Eligibility requirements are issues which will come up and are critical to cost. The senior wants to know that housing in general is affordable and that money will not run out. The director helps seniors by narrowing the choices based on their specific needs.
3. What is the most important feature when considering senior housing?
The seniors responded:
- 25% mentioned costs
- 22% were concerned about medical care including long-term care, Alzheimer's and nursing homes
- 25% noted location including access to shopping, doctors, church and safety concerns
- Others mentioned security, underground parking, transportation, storage, entertainment, food, level of care and size/layout
The marketing directors responded:
- 28% said security, including 24 hour locked entry and peace of mind issues
- 18% said quality of life including socialization and activities, and mind/body concerns
- Others mentioned cost, size & space, amenities, elevators, levels of care, meals independence and on-site staff
Conclusions
When considering a move, affordability, location and medical care are highest on the seniors' minds. Security and quality of life issues are next in line. While it is critical that the potential resident feel secure and part of a greater community, those selling points will not be important if the immediate concerns are not addressed.
4. What features in the home are becoming most difficult to manage?
The seniors responded:
- 47% said yard work, including lawn care, gardening and gutters
- 24% said interior maintenance
- 17% said steps
- Others mentioned needing an extra bath, fear of falling, being alone, difficulty shopping and walking to the mailbox
The marketing directors responded:
- 50% said maintenance, including yard work, upkeep and maintaining a larger home
- 40% said stairs, specifically to the laundry area, entries or two-story homes
- Others mentioned lighting, floor plans, baths, cooking, loneliness and isolation, and self-care and hygiene
Conclusions
While layout concerns like stairs are important, over 71% of the seniors who responded focused on exterior and interior home maintenance issues.
5. Describe your dream housing, what would your home look like?
The seniors responded:
- 1000-1200 ft.
- 84% said 2 bedrooms
5% said 3 bedrooms
5% said 1 bedroom
- 41% said 2 baths
36% said 1.5 baths
13% said 1 bath
- 55% said attached garage
30% said underground garage
8% said underground or attached
7% don't care
- 65% said one level (side by side, ranch)
25% had no opinion
7% said multi-floor
The marketing directors responded:
- Estimates varied from 600-1200 sq ft.
- 53% said 2 bedrooms
10% said 1-2 bedrooms
- 29% said 2 baths
15% said 1 or 2 baths
15% said 1.5 or 2 baths
12% said 1 bath
- 70% said underground garage
28% said attached garage
- 31% said one level/ranch
18% didn't know
Others mentioned 2, 3 or 4 story
What features would offer better assistance for those with disabilities?
The seniors responded:
- 62% said wider doorways, especially to the bathroom
- 7% said convenient elevators
- 7% said lower sinks
- 7% said no steps
- 7% said walk-in showers
- Also mentioned was having a bathroom in each bedroom
The marketing directors responded:
- 34% said walk-in shower
- 31% said wider halls, doorways and complete access to all areas
- 15% said pull-cords or emergency response mechanisms
- Other features mentioned included handrails and grab bars in the hallways or bathrooms, elevators, lower cabinets, easy-to-reach controls on appliances, meal preparation as an option, full-size washer/dryer, no steps, and high-rise toilets
What services are most important?
The seniors responded:
- 40% said healthcare and nursing
- 20% said transportation
- 8% said provided meals
- 18% said in-unit laundry
- Others mentioned an exercise room, activities, railings, church services, central air conditioning, no steps, wide hallways, sound proofing, and cleaning services
The marketing directors responded:
- 34% said meals, focusing on the variety and the quality
- 18% said transportation
- 12% said laundry facilities
- Others mentioned housekeeping, security, medical management and social activities
Conclusions
In general, the dream housing that seniors want is a ranch home with attached garage and about 1000 sq ft of space. It has two bedrooms and 1.5-2 bathrooms. They would like to have wider doorways into the halls and bathrooms. Seniors would like to have access to nursing care, transportation and optional meals. An in-unit laundry would be preferable.
Marketing directors were divided as to the size of the home and the amenities that seniors would want most. The major discrepancy was that seniors were concerned about healthcare and nursing, whereas the directors felt they would be more concerned about meals.
6. What are the worst features you've heard about senior housing?
The seniors responded:
- 16% mentioned hallways (too long, too dreary or too far from the laundry)
- Others mentioned:
- Lack of storage
- Cooking odors
- Steps
- Too many rules
- Too crowded
- Too small
- Not well maintained
- Limited guests
- Limited activities
- Cliquey
The marketing directors responded:
- 25% said costs ' either two high or too many rent increases
- 15% said not enough variety in the meals
- Others mentioned:
- Length of halls
- Baths
- Too small
- Sense of 'the end' or 'I'm not ready for those places'
- People thrown out when they no longer meet the requirements
Conclusions
The answers that seniors gave were much more varied. Hallways were a major issue, but they've seen or heard about several complaints. Cost was not considered a 'worst' by seniors, while directors focused more heavily on cost and meals. It would be helpful if tours could specifically address distances to the laundry, their room and activities, with special attention paid to attractive, accessible hallways.
7. What are the best features you've heard about senior housing?
The seniors responded:
- 26% mentioned socialization, including companionship with people of the same age
- 26% said getting away from maintenance responsibilities
- 13% said security
- 7% said a caring staff
- 7% said activities
- 6% said medical assistance
- 6% mentioned the levels of care
- Others mentioned:
- Energy efficiency
- Independence
- Walk-in shower
- Balconies and views
- Food preparation
- Quiet, lack of children
The marketing directors responded:
- 25% mentioned companionship, relationships and friends or community
- 16% said security
- 12% said meals
- Others mentioned:
- Caring attitude
- Feedback like 'I should have done it sooner'
- Services
- Activities
Conclusions
Both groups agree ' in the same proportion ' about the importance of socialization, and that it is one of the best features of senior housing. But it is important to note that seniors are giving equal weight to the benefits of no longer being responsible for home maintenance, and they see security as an important factor also.
7. What is the most important piece of information a senior wants when considering senior housing?
The seniors responded:
- 60% said cost, including hidden expenses, inclusive features and future increases
- 14% said amenities and services
- 8% said activities
- Others mentioned:
- Type of staff
- That promises will be kept
- Transportation
- Safety
- Laundry facilities
- Restrictions on pets
- Rules and regulations
- Lack of noise
- Is smoking allowed?
The marketing directors responded:
- 18% mentioned the opportunity to shop the market, and visit locations and various times
- 12% said planning before the need arises
- Others mentioned:
- The idea that 'every memory comes with them'
- Brochures, prices, styles and programs
- Security
- Recommendations from family and friends
- Information regarding citations or abuses
- The idea that 'you can do this'
Conclusions
Marketing directors are thinking in terms of price and feature comparisons as the most important information seniors receive. They are focused on planning. Seniors want facts. They know they should shop around. They know they should plan ahead (although many don't). It would be critical to focus on why their community is affordable and the wonderful amenities they offer.
9. What is the first word that comes to the senior's mind when considering senior housing?
The seniors responded:
- 25% mentioned age (old people, elderly women, old age, dependency)
- 20% said high costs
- Others words included:
- Restriction
- Loss of independence
- Quiet
- Hospital looking
- Harrow hallways
- No home maintenance
- Wheelchairs
- Limited mobility
- Downsizing or moving
- Nosey neighbors
The marketing directors responded:
- 34% said old folks home or nursing home
- 9% said loss of independence or lack of privacy
- Others words included:
- Institutional
- Giving up
- Dying
Conclusions
Both seniors and senior marketing directors agree that senior housing can mean old age home, and that this stereotype is pervasive. However, seniors also thought 'high cost' initially. Cost should be addressed with equal emphasis. Also, it is important to be aware that a number of seniors had positive descriptions such as 'quiet' and 'no home maintenance'.
10. What information can we give you to better assist you when contemplating a future move?
The seniors responded:
- Seminars
- Keep us updated on what's new in senior housing
- Tips on how to get organized
- Services available for downsizing and moving
- Help with packing
- Information on what happens when funds run out
- Tips on how to negotiate with marketing directors
- Pros and cons of selling a home first or afterwards
Summary
Seniors and senior marketing directors agreed on many responses, but their focuses differed in some key areas. The seniors want cost and medical information. They want relatively simple choices and direct answers.
It is evident that home maintenance issues are driving many seniors, as well as health concerns. While the seniors know that they want ' and need ' socialization, the information regarding costs and affordability is critical. Once the initial concerns about maintenance, cost and medical issues are satisfied, a tour will ease many of the fears of hallways that can't be navigated, old age stigma and the opportunities for socialization.
One should not shy away from cost and medical issues. Narrow down choices by clearly displaying the affordable, medical advantages of a well-run housing complex. Talk to an individual (or couple) specifically about their situation. Marketing directors and the seniors I have met have one dominating similarity. Each speaks from the heart, and both groups are generous with their wisdom and experience.
Biography
Bruce Nemovitz is in the top 1% of Realty Executives Company's agents worldwide. He is a Certified Residential Specialist (CRS), Senior Real Estate Specialist (SRES) and Certified Senior Advisor (CSA). These certifications indicate that he specialises in helping senior citizens make appropriate housing decisions. Bruce readily admits this gives him a great degree of fulfilment.
'Working with seniors is a mission for me,' says Bruce. So many make a move they never thought possible! It's rewarding to see them enjoying life to its fullest.'
By Bruce Nemovitz, Certified Senior Real Estate Specialist, Certified Senior Advisor. Bruce and his team can be reached at 262-242-6177 or email at: Bruce@BrucesTeam.com
