Carmen Fronczak, Chief Revenue Officer and President of FV Ventures, Friendship Village
As senior living professionals, we’re intimately familiar with a common refrain: “I’m just not ready yet.” While we wholeheartedly believe in the vibrant lifestyles and comprehensive support our communities offer, the decision to move is deeply personal and carries with it a mix of emotions.
At Friendship Village, we’ve been listening intently to both our current residents – who often express a wish they had moved in sooner – and prospective residents navigating the complexities of aging in place. This has led us to a fundamental question: how can we better serve seniors before they’re ready to make the move?
Our answer is a novel approach: a membership program designed to bridge the gap between independent living at home and the eventual move to a senior living community. We recognize that “aging in place” is a broad spectrum, and individuals have varying needs and desires as they navigate this phase of life. To truly support seniors wherever they choose to age, we’ve developed membership options that meet them precisely where they are – both literally and metaphorically.
Our membership model isn’t just about extending our marketing reach; it’s about fostering genuine connections and providing tangible value to seniors in our wider community. Our membership program offers access to the vibrant social fabric and enriching amenities that define Friendship Village, without the commitment of full-time residency. Imagine a senior who values their independence but also craves connection and access to stimulating activities. Our membership provides just that – opportunities to participate in social events, fitness classes, lifelong learning programs, and even access to our health and wellness resources.
The benefits are multifaceted. For the prospective resident, the program serves as a gentle introduction to the Friendship Village community. It allows them to experience the camaraderie, the support systems, and the peace of mind firsthand, easing the anxieties often associated with a future move. By becoming familiar with our environment and building relationships with residents and staff, the transition, when the time is right, becomes less daunting and more like joining an established network of friends.
Furthermore, our program is designed with adaptability at its core. We understand that “aging in place” doesn’t always mean staying in the same house. Seniors may downsize, move closer to family, or explore different living arrangements before considering a senior living community. Our membership structure accommodates these transitions, ensuring that the connection to Friendship Village remains relevant and supportive, regardless of their current address.
From Friendship Village’s perspective, this membership program is a strategic investment in building long-term relationships. It expands our network of engaged individuals who are more likely to consider our community when their needs evolve. It also provides valuable insights into the desires and concerns of the pre-resident population, allowing us to refine our offerings and better serve future generations.
Ultimately, our membership program is about more than just filling future residences. It’s about demonstrating our commitment to supporting seniors throughout their aging journey. It’s about building trust and fostering a sense of community that extends beyond our campus walls. By strategically building this bridge, we’re not just benefiting Friendship Village; we’re empowering seniors to age with greater confidence, connection, and peace of mind, wherever they choose to call home – for now. We believe this approach can serve as a valuable model for our fellow senior living professionals as we collectively strive to better serve the evolving needs of our aging population.