Tag: Retirement Villages

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Key things to help you everyday Latest industry developments Reporting Results What the research tells us

Retirement villages have a perception problem, and this means first impressions count

Our sister company DCM Research has just completed the DCM Prospect Profile survey of 2,207 people aged 60+, and we’ve had a sneak peak at the results.

What we’re seeing is a serious retirement village perception problem.

Look at the figure above.

Just 14% of respondents perceive retirement villages to be an affordable option, and over half (51%) think exactly the opposite.

On top of this, 42% of respondents think they’re small, with little storage space.

Not great conversation starters.

Digging a little deeper

DCM’s research partner, Australian Online Research (AOR), wanted to know why people felt this way, so they compared the perceptions of non-residents to people who had just moved in to a Village.

And the difference couldn’t be starker:

More often than not, many of the Potentials had been to a village many years ago and had a dim memory, or simply had a rough opinion that has over time become a firm opinion.

AOR found visiting one or more villages turned most people around.

The hard part is getting them to the village.

First impressions are so important

I’ve often said in the retirement living industry it’s the one-percenters that count.

Retirees are increasingly using digital platforms and your website may be one of the first points of interaction with potential residents.

So, it pays to look at your website with a fresh pair of eyes.

Rather than ticking off the list of all the information we as operators feel like we need on our websites, consider “how you build connection” as part of the impression.

Two easy solutions:

  1. Invest in photography and video that highlight the personality of the village and the people. Ensure it has an element of authenticity, that represents what they will find. Do not try to be all things to all people. 
     
  2. Present the village homes as real homes, that people can see themselves living in. Show the village as an optimistic, vibrant place where real people enjoy living. Consider virtual tours with real residents and staff showcasing the style of living and how it caters for individual taste. 

While these strategies are not particularly ground-breaking, they require investment and creativity.

But in my experience, the return on investment is great.

And in these uncertain times focusing on foundational activities such as these will be vital.

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Latest industry developments Reporting Results What the research tells us

Community, community, community – the key motivation for potential residents!

Our sister company DCM Research has been undertaking a project to understand the attitudes and motivations for people moving into retirement communities in 2020.

We asked potential residents about their main reason for moving into a retirement community and compared this to our results from 2018.

Take a look at this chart below:

Now look at our results from 2018.

37% of buyers would now choose a retirement village for a sense of community, compared to just 14% before the pandemic.

Participants of the Village Manager PD program have shared anecdotal evidence that supports this.

This is also true for existing residents.

Throughout the COVID crisis, the importance of community has escalated, with many residents that had previously not engaged in resident activity coming forward and being a part of the community. 

Be it driveway bingo, plaza karaoke, balcony exercise or even quiz competitions, residents around the country have continued to express their appreciation for the community in which they live. 

Community offers boundless mental and physical benefits.

Residents get a sense of belonging, an opportunity to try something new, be entertained, stay fit and health, have social connection, purpose and so much more.

As an industry, it is vital we acknowledge the importance of community, as we seek to educate the wider population and government of the significant role we play in providing happy, healthy communities for older Australians.

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Things to watch

Emergency plans revisited

We recently discussed the importance of emergency plans, and that more regulations are being developed across the country.

Again last week in Sydney at the DCM Professional Development Day, we had Kathleen Ng and David McElhone (pictured below) from the leading law firm MinterEllison run through new NSW regulations coming our way.

They had these points on the slide above that we thought was a good reminder of the minimum steps that need to be taken while you are doing a full review of emergency strategies and procedures.

Note the ‘once a year’ for safety inspections and evacuation exercise. Have you done yours?

Chris

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Key things to help you everyday

Safe work responsibilities: are you aware? Are they on your team meeting agenda?

Key learning: Village Managers have significant responsibilities and accountabilities for safe work practices.

Last week in Sydney we had Colleen Harris, who is the Metropolitan Chief Inspector for Worksafe NSW, give a presentation on the responsibility of Village Managers – and operators – to provide a safe working environment (Colleen pictured below inset).

You will have a reasonable understanding of the responsibilities as an employer of workers, but you also have some responsibilities for contractors and others visiting or doing work in the village.

This is a serious subject. As the slide at the top shows, in NSW for example, Worksafe inspectors have more ‘power’ than the police when they enter a workplace to demand information etc.

This list gives you a taste of your obligations as a front-line manager:

  •     The need for WHS to be discussed on a regular basis with staff and sub-contractors
  •       Ongoing review of safe work practices
  •       The requirements for Standard Operating Procedures for operation of plant
  •       Provide safe systems of work particularly in relation to heights, plant and chemicals
  •       The storing and use of chemicals
  •       The need for protective personal equipment
  •       Induction of staff, contractors and volunteers
  •       Regular instruction, training and supervision to do their work in a way that is safe and without risk to theirs or others health

Remember, at times the common areas, staff offices, bowling green, and even residents’ homes may be considered a workplace by an inspector in the event of a workplace incident.

This month, August, as part of the DCM Institute Village Management Professional Development Program, we cover Legislation in each state.

If you are part of the VM program you can download the WHS checklist as part of the month-end materials.

Jodie