Attempting to sell the benefits of senior housing before addressing underlying emotional barriers – this is the transactional approach – may work well for those who are “ready" to move into a community due to a health crisis. But it can have the opposite effect on higher-functioning individuals and their family members.

Prospect-Centered Selling, on the other hand, prioritizes sales resources and predicts success based on the prospect’s readiness for change, all the while tracking advances along a stage of change continuum. Learn key strategies to address and overcome emotional barriers and help higher-functioning prospective residents to decide the right timing and best fit for their needs.