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Latest industry developments What the research tells us

Please join our 2020 retirement community research program

Over the past three months we have been working with operators and peak bodies to design the optimum market research program for these challenging times.

We have identified we must do deep research into who is today’s customer and what drives them in this COVID world. We need to capture the satisfaction of our residents and maximise our relationship with them, and market the strengths. And we need to ensure we are recognised as responsible corporate citizens.

The three research programs will deliver on these ideals.

Unique and accessible research program

Looking forward, sales will be challenging, and the knock on effect for every operator will be great.

Maintaining services for residents, settling departing resident obligations, retaining and supporting staff, securing the value of the physical community itself, will all be impacted.

New potential customers must be identified and engaged. Existing services must be reviewed and promoted. Regular business requirements must be executed.

As importantly, the sector must get on the front foot of community discussion on the benefits of retirement communities.

Each of these challenges and opportunities require sound data to take proactive actions.

We have designed the three research programs to deliver operators this data. As we have done in previous years, by building volume engagement, we have achieved an extraordinary pricing structure for all operators.

To obtain a prospectus, click here. 

For enquiries, contact anna.archibald@thedcmgroup.com.au or 02 9555 9576.

Timing: the research of todays’ customer is in the field now and the first results will be available by the end of this month (July).

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Key things to help you everyday

The role of mediation in complaint management can be a positive for everyone!

Most operators would, as part of your Complaints management or Dispute resolution policy, have the referral to a mediator as a step in your organisations process.

Seeking the support of a mediator can often assist to diffuse or resolve a complaint or dispute that can simply not be resolved by the previous steps of the process. 

Regardless of whether the issue is between the operator and resident or between two different resident parties’, mediation can be a very positive and extremely beneficial path to explore. 

However, many Village professionals see the referral to a mediator as a failure in their complaint management or dispute resolution process.  In my own experience it’s quite the opposite; I have found mediation can often save time, provide clarity, obtain a faster resolution, be a positive experience and strengthen the relationship between the parties.

Community mediation services are free, confidential, and an impartial service, provided to support community members to resolve conflict.

Last month in our Village Management professional development program we welcomed guest speaker Ippei Okazaki, Community Mediator, from the Uniting Communities Law Centre to discuss with our participants the role of the mediator and what to expect.

Ippei highlighted:

“mediation as a process in which an impartial third party facilitates communication, negotiation and promotes voluntary decision-making by the parties” to reach agreement and often resolve the dispute”. 

It typically does require the willingness of both parties to attend; however the mediator can often assist if one party is not immediately agreeable.

Essentially the mediator provides an environment where both parties can voice their concerns, work on solutions together and walk away with an agreement to move forward.

If you find yourself as a Village professional not able to move forward with a particular complaint, then consider the role of a meditator to assist in resolving the issue.  Particularly if the complaint is based on differing opinions, values or perceptions, personal prejudices, loss or fear and/or misunderstandings.

Every state has a Community Mediation service that can be found by contacting:

  • Community Justice Centre (NSW)
  • Dispute Resolution Branch (Qld)
  • Conflict Solvers (ACT)
  • Dispute Settlement Centre Victoria
  • Uniting Communities Law Centre (SA)
  • Community Justice Centre (NT)
  • Citizens Advice Bureau (WA)
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Key things to help you everyday Latest industry developments Reporting Results What the research tells us

Post COVID: “Now is the time” to focus on the key marketing messages for Retirement Living communities across the country…. like loneliness and isolation

Collectively, I believe as a sector we need to use this unique opportunity that has been presented to us by the pandemic outcomes. People are spending more time thinking about their future, reading the paper, consuming digital media and researching life options.

It is the ideal time to promote what our sector offers and our individual communities.

Our sister group, DCM Research, has just got back the first exploratory stage of their survey of the general public aged 60+, and there are some real surprises.

They did this research in 2018 across 1,109 people and found just 2% felt lonely and isolated.

In the first few weeks of June this year, 2020, they found 27% felt lonely and isolated. That is a huge difference with COVID-19 the obvious trigger.

Across a range of two-hour interviews, the researchers learnt that people now recognise that if even their children live in another part of the same city, let alone in another city, they won’t always be able to come to their aid.

They also discovered the meaning of isolation – what happens with grocery shopping when they have to stay in their home and they’re not comfortable on the Internet.

Now think of your residents locked down and isolated, with you and your staff simply being there and available, giving reassurance. On top of that is the wide range of activities and support services village management give across the country.

Now isn’t a time when we should be shying away and slowing down our marketing activities. With the expectation that the market is slowing and enquiry is reducing, reduced spending in marketing is seen as the easiest way to save some budget.  

With this new market of customers who are thinking about their long-term living situation, quite the opposite is needed.

Similarly, I do not think we should be resting on our laurels using the same old same old marketing messages: “great lifestyle, location and stone bench tops”. These are ‘givens’ today.

We need the language that the DCM Research is discovering. (You can learn more about the research projects HERE).

One really interesting point that they have discovered is the emotion of control and independence.

We all talk about living independently in a retirement village, generally meaning the resident can look after themselves, prepare their own meals and so on without support.

What the researchers are saying is slightly different; they are saying residents see joining a retirement village as taking control of their life and achieving independence. This is what they said:

A sense of control and staying independent into old age are key motivators

The decision to move from the family home is a highly emotional one, with many emotions present simultaneously – both positive and negative. However, underlying all potential reasons to make the move is the desire for control – control over one’s life, control over the decision-making process, and most importantly control over how long one can remain independent before needing external support or moving to a nursing home.

This is something we can celebrate in our sales discussions with potential residents and our marketing.

As a sector we provide unique and positive benefits and services to our residents. Let’s tell the world!

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Key things to help you everyday

Simple TOOLS are vital for a Village professional to get the job done

Our research indicates that nearly all village managers regularly struggle with not having enough time! (I would imagine this is no truer than now as we navigate the varying stages of the pandemic).

This isn’t necessarily because we are inefficient or lack time management skills.

In my experience it’s more likely the complexity of the role, the often-reactionary environment, the limited access to operational tools and the unpredictable incidents and events that occur almost daily that are responsible. 

The strategies needed to assist with time management are related more to operational efficiency and support. In my experience, one of the most important time management actions is to have TOOLS to save time.

When I’m talking about TOOLS, I’m talking about practical things such as: 

  • Standard email responses
  • Process maps
  • Village CRM – Village Master / Salesforce
  • Collaboration tools such as DropBox, Trello, Notion
  • Forms and templates
  • Data capture software
  • Community information go-to manuals
  • Site maps with utility outlets,
  • Daily, weekly, monthly checklists for all roles
  • Annual calendars
  • Live Action Lists

I know these take time to set up but if you start with the thought of “Am I EVER likely to have to do this or respond in this manner again?” then save it as a template, document the process, schedule it in your calendar or create a checklist as you do it – I guarantee it will save you hours of time later!  

And if you ask your team to do this as well it will be beneficial to all.

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Key things to help you everyday Things to watch

The new look “Village Networks” … For ALL Village professionals!

This week the DCM Institute team launched a new look “Village Network”. We are staging QLD, NSW, VIC (pictured above) and WA forums, plus we welcome the ACT as a new addition as well.

150 village professionals are sharing the many innovations, the huge amount of goodwill and learnings that have occurred during COVID.

These Village Network meetings serve as an opportunity for Village professionals to come together to share knowledge, experiences, stories, insights and the latest news in the retirement living profession. 

We discussed:

  • COVID challenges
  • Initiatives and solutions implemented
  • Opening up community centres
  • Annual meetings
  • Business planning for the next 12 months

Whether you are a sales person, assistant, in marketing or development I am confident you will enjoy the conversation. The Village Networks are open to any Village professional regardless of whether you are in the DCMI Village Management Professional Development program or not. 

We bring together village professionals within your own state and it is our intention to hold these meetings on a quarterly basis or as often as the group would like.

During the pandemic, they will be held online via Zoom so that you are able to attend without leaving your village.

There have been stories of strong community spirit, like:

  • Walking groups
  • Balcony serenade – musicians engaged to play in the courtyard
  • Driveway events – dress up, Anzac Day, Mothers’ Day
  • Odds & Evens happy hours
  • Operators assisting residents
  • Shopping services
  • Visiting grocers
  • Toilet paper provisions
  • Visiting doctors/chemists
  • Implementing technology to support communication
  • Uniting NSW 7,000 calls to residents checking in
  • In-house TV stations
  • Parcel delivery/post office drops
  • ‘Iso’ bingo
  • Collation of a diary with input from all residents to be a record of their COVID experience
  • Puzzle books / regional newsletter / strong support share ideas between VMS
  • Dress their streets/ driveway bingo / scavenger hunts
  • Donated toilet rolls – prizes for games
  • History of a resident’s life
  • Craft basics
  • New groups formed as skills/experience of residents shared and interests discovered
  • Driveway drinks
  • Innovative fundraisers
  • Virtual book club
  • iOS trivia

Join our next Village Network meeting here

Keep your eyes open on our Village Networks page for the next round of Village Network meetings to be held later this year.

If you would like to register for the future meetings please fill out the form on our new webpage and we will be sure to include you in the next round of meetings.

If you were fortunate enough to attend one of this month’s Village Network meetings, thank you for your participation! 

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Latest industry developments Things to watch

Buyback regulations increasing the emphasis on sales efforts, especially QLD and now NSW

The buyback regulations in Queensland are really beginning to hurt village operators, with early signs of village insolvencies appearing.

Last week an attractive 45-home village at Tin Can Bay, 80km north of Noosa, went into receivership because the owners could not find the cash to pay out the departing residents 18 months after their homes were vacated.

The regulations affect private village operators that have contracts where the resident is a ‘registered interest holder’ and likely sharing in the capital gain or loss on the sale of the property. These are predominantly ‘lease license’ contracts.

Also last week, the NSW government finalised its new buyback regulations. In summary, an operator will be required to pay out the departing family after six months in metropolitan areas and 12 months in regional areas after the home is available for sale.

‘Available for sale’ means when the home has had its refurbishment completed and contracts etc. are ready. In most cases this adds another three months.

An important condition is the operator can be exempted from the buyback payment if they can demonstrate they have used all reasonable efforts to market the home.

For village management, making the most of every sale enquiry and detailed record keeping will be vital.

In other states, 18-month buybacks are the norm.

The message is every sale opportunity is important because accumulated stock will be very expensive for the operator and unsatisfactory for the resident and their family.

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Covid-19 Things to watch

Restrictions easing, but confusion for residents and village managers as opinions differ….

Since the Prime Minister announced the easing of the pandemic restrictions I have been contacted by a significant number of operators and managers to discuss the ‘right thing to do’ in opening up community centres and village facilities.

The whole the sector is taking a fairly cautious approach as they navigate these waters. 

Each state has slightly different phases of restriction easing; some states provide guidance for Retirement Village operators and other states don’t. Some resident communities are cautious and while others are not, it has been a minefield for operators to navigate.

Overwhelming many managers regardless of their approach are being met with challenges from individuals in their communities who do not agree with their approach.

In broad ranging discussions with operators around the country it does seem the best way to move forward is in consultation with Resident Committees. Here are some topics that may help guide your discussions and decisions moving forward.

Consideration should be given to:

  • the current information on health.gov.au older persons advice
     
  • Relevant state based Retirement Village Fact sheets, where applicable
  • Access the COVID Safe Plan requirements for your state
     
  • Understand how the sqm rule requirements will work in communal areas
     
  • Identify how physical distancing requirements will be signposted and monitored
     
  • How record keeping of access to community areas will be managed
     
  • How these requirements be met in the event the manager is not present on site to monitor
     
  • Understand how the cleaning protocol and hygiene requirements will be managed
     
  • Identify the likely extra cost of any decisions i.e. additional staff to monitor, clean or manage the activities. Additional costs for cleaning products, sanitiser, signage and other resources/tools required.

Importantly agree on a plan should there be an outbreak in the future in the local community or your immediate village community.

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Key things to help you everyday Things to watch

Elder abuse is real: what to look for, where to find help and access to policies

Last month we wrote about elder abuse being a key focus for the NSW Retirement Village regulator. In this edition we share some insights and resources.

Monday was World Elder Abuse Awareness Day and the CEO of Dementia Australia, Maree McCabe said:

“Based on international indicators, it is likely that between two per cent and 14 per cent of older Australians experience elder abuse in any given year, with the prevalence possibly higher during a time when people living with dementia were isolating at home.”

Some of the warning signs of elder abuse to look out for include:

  • Unnecessary levels of isolation by a partner, family or friend that go beyond government (COVID-19) restrictions
     
  • Changes in the older person’s behavior, with the person disengaging from family members, health, aged care and other services
     
  • The older person being prevented access to potential supports and modes of communication (such as phone or internet)
     
  • Large sums of money to pay for unspecified items are being requested or spent
     
  • Making threats of self-harm or expressions of hopelessness

Here are some hotlines that have trained professionals that can assist you with your concerns.

  • ACT – Older Persons Abuse Prevention Referral Line – (02) 6205 3535
  • NSW – NSW Elder Abuse Helpline – 1800 628 221
  • NT – Elder Abuse Information Line – 1800 037 072
  • QLD – Elder Abuse Prevention Unit – 1300 651 192
  • SA – Elder Abuse phoneline – 1800 372 310
  • TAS – Tasmanian Elder Abuse Helpline – 1800 441 169
  • VIC – Seniors Rights Victoria – 1300 368 821
  • WA – Elder Abuse Helpline – 1300 724 679​

Elder abuse has been recognised by government and the village sector as an important component of the resident services that Village professionals provide. It is expected that operators have the required Elder Abuse policy and procedures to guide village professionals in these matters.

This will be especially so in becoming Code of Conduct compliant and/or striving to achieve Accreditation.

DCMI Village management professional development participants have access to templates for Elder abuse policy and procedures in the online Resource Bank. Check out our new DCM Institute portal here.

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Key things to help you everyday

DCMI provides hands on support and resources to Village Managers with the introduction of our new Industry Links page

See here.

Unanimously feedback received from Village Managers across the country has been a desire to have a ONE STOP SHOP to seek support and resources relevant to their roles.

In a revamp of the new DCM Institute website the COVID 19 resource page has been bolstered with the introduction of a new Industry Links page enabling Village professional access to quick links in relation to:

  • Resident support
  • Legislation and regulation
  • Industry resources
  • Work health and safety
  • Trusted Industry Partners

Along with the existing COVID -19 page, these resource pages provide a great place to seek information in a quick and timely manner.

As does the Industry News section of the new website. It allows busy village professionals to search for past items of interest that may have appeared as topics in past Village Manager newsletter.

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Covid-19

Watch: global deaths from COVID-19 overtake all other causes of death in 2020

This may be the best visualisation of the impact of the coronavirus that we have seen.

Check it out here.

As you can see, it traces the global causes of deaths including COVID-19 from January to May this year using data from the Global Burden of Disease study, Worldometers populations and the Johns Hopkins COVID repository.

In January, COVID sits at the bottom of the table with deaths from malaria (well ahead of the other causes), homicide and Parkinson’s Disease, drowning and meningitis topping the list.

But in early February, coronavirus overtakes natural disaster and begins to quickly rise, overtaking terrorism in mid-March and influenzas by 1 April.

COVID finally claims top spot above malaria on 25 April – finishing with just over 345,000 at the end of May, around 90,000 deaths in front of malaria with just under 257,000.

It’s incredible to watch – not least for the reminder that there are many other dangers out there including the flu and Parkinson’s Disease.