Interview with Andrea Katz: Navigating Senior Living and Community Outreach
Introduction: Andrea Katz is a seasoned professional in the senior living industry, currently serving as the Senior Executive Director at Oak Cottage Memory Care Community. With a wealth of experience and a RCFE (Residential Care Facility for the Elderly) Certified Administrator, Andrea has played integral roles in sales and marketing across various organizations. Her journey began in senior living as an Administrator at Rancho Franciscan Senior Community in July 1992, and she has since contributed her expertise to organizations such as ABHOW, Brookdale, and Senior Resource Group.
Next Best Home: Andrea, having been in senior living in various roles since 1992, what has been the biggest change in community outreach?
Andrea: If I had to pick one thing, I would say people now rely heavily on social media for their first impressions.
Next Best Home: What are your thoughts on online lead generators and local placement specialists? Have they changed?
Andrea: The market is saturated.
Next Best Home: How do you think this saturation impacts families?
Andrea: It is more cutthroat. It’s become a volume game rather than a personalized approach to care.
Next Best Home: What are your philosophies with community outreach and generating organic leads?
Andrea: When marketing Oak Cottage, I want people to hear my passion and work ethic for managing a community to the highest standards. Providing a high level of compassion and love is crucial for maintaining quality and consistency of care. You can’t manufacture care. I am not just a senior advisor; I am an advocate, an expert, a sister, and a daughter. If you’re not taking it to heart in this business, you might be in the wrong place.
Next Best Home: We love your style. What are your thoughts about disclosing referral fees to families for paid leads?
Andrea: I am transparent and fully disclose all fees to families.
Next Best Home: What do you do when you are speaking to a family in need, and you are not a good fit or match for them?
Andrea: I help them navigate to the appropriate resources. If I believe another community is a better fit, I provide that information. That’s what I believe an advocate should do.
Next Best Home: What do you think is one of the biggest changes in behaviors of adult children now versus 20 years ago?
Andrea: The first significant difference is that adult children are now more financially strained due to major changes in economics. Increased competition and lead generators overwhelm and confuse them. People are waiting longer for placement, so acuity levels are higher, and the cost of residential care has increased dramatically. These already stressed-out families are more burned out.
Next Best Home: What are some positive advancements in technology that are helping bridge the gap between communities and families?
Andrea: Applications and platforms that help families stay connected and engaged, such as monitoring services, provide insights into our daily activities. At Oak Cottage, we love the engagement on Facebook as it’s an opportunity to showcase our community and share warmth and love. All Integral Senior Living communities use InTouch, supporting connections for families, especially those connecting from afar.
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