Onsite Insites by SatisFacts Research 2014 - 1st Quarter | Page 14
“Community”
Begins With You
For a few years now, “Sense of Community” has been a
big focus in our industry. How do we build that
connection between residents? With increasing
budgets for resident events, resident care teams, and
more, the expectation has been that more residents
will stay longer because they know (and hopefully like)
their neighbors.
With the partnership of Ball State University, we
recently conducted a deep‐dive analysis into over 1.6
million resident and prospect surveys. One of the clear
messages that came from this analysis is that while
“Sense of Community” is now one of the top 5 topics
that impact a resident’s perception of value at a
community, it is not necessarily their neighbors who
they want to connect with.
Feeling a part of a community begins with the
connection with the staff. Think about going to your
favorite restaurant or maybe you have a gym
membership (even though there’s a fitness room where
you live). Why do you go there? While part of it is
because of the basic products or services, the bigger
part is how you’re treated by the staff. When I go to my
favorite Italian restaurant, I love that Heather (my usual
server) greets me by name, directs me to my favorite
table and offers to bring me my usual soft drink. I love it
even more when I bring a friend or family member and
they get to witness the VIP treatment I receive. There’s
a bit of vanity tied up in service. We all like being
catered to and being treated as an insider. Our
residents are no different, and that’s what this analysis
really brought to light.
If we’re honest with ourselves and evaluate how many
residents attend our monthly events on a regular basis,
most of us can honestly say that much less than half
our residents attend every event. Probably closer to 5
or 10% attend with any regularity. Our reality is that
most people don’t have time or interest in getting to
know their neighbors. And if you think about it, it’s not
the neighbors that make a resident feel like a VIP, any
more than the other patrons of my favorite restaurant
make me feel special. It’s the Heather’s of the world.
It’s you who makes a resident feel like a valued member
or simply a paying customer.
Jen Piccotti
SVP of Education and Consulting
SatisFacts ResearchTM