Who Can You Trust for Senior Care? Pt 2

Answers for Elders Radio debuts a monthly series called Trustcasters™, by vetted professionals who are raising the bar in senior care. Host Suzanne Newman is joined by Daphne Davis of Pinnacle Senior Placements and Ellie Brown from Chateau Retirement continue their conversation about the state of the industry. This segment delves into the differences in the journey that families go through today in realizing that senior loved ones need care.

Suzanne says, "I am fortunate, the fact that my mom lived at Chateau Pacific, and I always say my boot camp of learning this industry was its staff... But I realize now how rare that is... There's so much confusion in senior living. [Even] if someone is already living there, they still don't know necessarily the resources that may be available to them... There's obviously a secret source that Chateau Retirement has, but I think, really, that's the difference between it and so many others out there in the industry."

Ellie says, "Back in the old days, I'm sure there was a lot of handshake, and a lot of networking in-person, whether it's a church or events or what have you. Maybe it used to be grandma, your church, your network. [Now] a lot of people go inside in their homes at night and shut the garage door, and it's online... I think we could put any industry in this conversation, and know that with the advent of social media, and the different levels of social media, and the instant information, and the viral. And then if you add deep pockets to nationwide operators, the people that are speaking the loudest on those platforms that are buying the most ads, that becomes the narrative, that becomes the place, right?

"So senior living... the journey now, it's like a snake, there's so many points of context. There's so much research by the families, it's a longer search pattern now. It takes longer for them to get to the community. And there's more stops along the way. And there's a lot of distraction... So it's like anything, discretion, right? Consumer beware, discretion. And I think we need to decide what is our value, right? What is what are you really looking for? Are you looking for the best deal or are you looking for the best place and if you put money over the best place, you're wrong, right out of the gate. So if it looks like it's too good of a deal, it probably is."

Daphne adds, "At the same time, we are in a time where some people — some decades of life — have one one foot in paper and one foot in digital. And so that is also adding to the the confusion. This group of people — those are the people we're still working with — shut down. They just stop. 'Okay, I'm doing nothing because it's beyond me. I don't even know how to navigate this world.' And so that's another thing that's happening. It happens every single week in my world. And I'm talking to 50-, 60-year-old children. We don't even know how to navigate this anymore."

Ellie adds, "Or one viral bad video of a horrible experience that gets millions of views clouds the perception. Okay, it's like anything. One bad seed can pollute the whole thing, but that doesn't mean it's all bad... Maybe we should be educating on what to run from. Run! I think once we have families in our pocket, we're very expert at having those conversations, once we're with them. But there's a whole journey happening. Or not happening."

Daphne agrees, "I would say it's not happening more than it's happening... And some of that, I think, it's just our times. We can talk about that sandwich generation. I think they're more exhausted. I don't think they have the bandwidth to embrace mom and dad's issues. I don't think they have the time, or that's a part of the perception that they have, in the day in the life of an American right now. And so what happens, the stories that I hear are, 'Mom says she's fine, so she's fine.' So there's a shut down before they even get anywhere."

Ellie says, "I'm a business...