CREJ

April 2021 — Health Care & Senior Housing Quarterly — Page 23 www.crej.com SENIOR HOUSING — TRENDS A fter a challenging 2020, senior living operators in Colorado and nationwide have much to be optimistic about in 2021 as vaccination programs for staff and residents are implemented and greater normalcy in communities gradually resumes. While the pandemic cut to the core of what senior living communities offer – socialization and life-enrich- ment activities that support healthy aging in place – it also caused wide reflection and rapid adaptation in how communities are designed and devel- oped, operated and marketed. Moving forward, these changes will only make senior living operators more resilient. Although senior housing occupancy in the U.S. has decreased by 6.8 per- centage points since the first quarter of 2020, according to the National Investment Center for Seniors Housing and Care, expectations are that occu- pancy levels will rise again as tours resume for communities where visitor access had been restricted. In 2021, seniors living at home – and their families – will again begin seeking out housing options that offer support, care as needed and socialization. n Marketing adjustments. As we navigate 2021, senior living opera- tors can be confident the seismic shifts of last year will last beyond the pandemic and ultimately help the industry reemerge stronger. One trend not going away is a shift to a more digital-forward sales and marketing approach. In 2020, as The Real Deal reports, many communities that paused in- person visitations devised personal tour substitutes that were both effec- tive and inventive, including 360-degree photo tours, Face- Time walk-throughs, tours via YouTube Live and other vir- tual formats. Vir- tual events such as online concerts, lec- tures and webinars also proliferated at communities looking to bolster engagement with prospects and fami- lies. Senior living communities invested in improving existing websites, add- ing higher-quality photos and creat- ing walk-through videos that allowed seniors and families to evaluate the community without having to visit multiple times. Resourceful commu- nities used their sites to funnel new leads into customer relationship sys- tems and nurture them through fol- low-up emails, phone calls and social media engagement. Additionally, targeted, transparent communication became a critical way in 2020 for communities to let families and prospects know how they were keeping residents safe. Community staff disseminated these popular updates via mass emails, robocalls, e-newsletters and Zoom town halls. According to a recent online survey by Scripps Gerontology Center, respon- dents with more favorable opinions of assisted living communities reported receiving more frequent communica- tion and anecdotes about how their loved ones spent their time. n Development shifts. The pan- demic also may have changed where future senior living communities are built.While urban settings may have been a trend due to access to cultural and service offerings, this may shift as seniors seek similar lifestyle amenities younger workers have sought during, and likely post-, COVID-19. As the New York Times reports, young workers who fled hotspots like SiliconValley during COVID-19 are finding they like the lower housing costs, cleaner air, less traffic and generally healthier life- style in less dense areas. This pattern was mirrored in senior living as developers assess where seniors want to be. As an example, in Colorado,WellAge saw positive inter- est in several of its new communities located in rural or exurban areas like Monument, Greeley, Montrose and Carbondale. n Care matters. A growing empha- sis for communities in 2021 will be expanding clinical and wellness capa- bilities, according to Senior Housing News, as more senior living providers partner with home health companies, physician groups, physical therapy providers and ancillary care services while continuing with protocols to protect against infection and disease. Communities also will continue to work more closely with hospitals on the transition to home care and short- term respite stays, while enabling on-site visits from physician groups and increased telehealth capabilities like videoconferencing will increase healthy outcomes for residents. For example, telehealth made it pos- sible for Jackson Creek Senior Living in Monument to have its three visiting physician groups continue resident appointments remotely via FaceTime. Technologies like telehealth will con- tinue to create an easier experience for doctors and patients going forward. n Infrastructure investment. Insight provided by the pandemic also will encourage additional investment in infrastructure as senior living develop- ers innovate and experiment. In 2020, owners began investing in infrastruc- ture adaptations to facilitate greater outdoor access for residents, finding new ways to quarantine residents more comfortably, and adding touch- less technology, air purification sys- tems and on-site clinic spaces, accord- ing to Senior Housing News. In 2020, the pandemic also made it clear communities require robust infrastructure to support stableWi-Fi connectivity across campus, reported Business Information Group, as staff helped residents connect to friends and family over Zoom and FaceTime, oversaw residents’ doctor’s appoint- ments via telehealth and developed innovative tools for resident engage- ment. Jackson Creek created its own CCTV network, JCTV, which streams community updates and live activities like exercise classes, church services and more to residents’ apartments. While COVID-19 has been transfor- mational for the senior living industry, operators who weathered the storm in 2020 were bold enough to adapt and invest in a future radically different than expected.While nimble operators must continue to evolve in 2021, many already have taken solid steps toward meeting future consumer needs. s mguerrieri@wellage.com 2021 offers many hopeful trends for senior living ...and much more! CAM Services is Proud to Offer the Following Quality Services Multiple Service Discounts Available Power Sweeping Parking Lot Sweeping Snow Removal Day Porter Services Tenant Finish/Improvements Interior/Exterior Building Maintenance Power Washing Power Scrubbing Fence Repair Stormwater & Erosion Control Signage Repair Curb & Sidewalk Repair Parking Blocks Construction Clean-up Water Damage Clean-up Property Security Temporary Fencing Barricades Rubber Removal Airport Services Event Services Silt Fence Fully Bonded Phone: 303.295.2424 • Fax: 303.295.2436 www.camcolorado.com 24 Hours/Day, 7 Days/Week State-of-the-art equipment, with GPS tracking for your convenience Margie Guerrieri Regional marketing and sales director, WellAge Senior Living