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February 23, 2023

Is the ‘Focusing Illusion’ Delaying Your Prospects’ Senior Living Decisions?

Senior Living: Barriers in decision making process

According to Roobrik Market Insights data, one of the primary reasons prospects delay a decision is that they “are unsure what life in a senior living community is like.” This uncertainty is often heightened by the focusing illusion, which involves focusing on one aspect of a decision or situation while ignoring others.

In the case of a leisure purchase, like a hot tub, your focusing illusion may be on a perfect evening with a glass of wine and family or friends. Meanwhile, you ignore the maintenance and what happens when the novelty wears off.

When making a senior living decision, you may focus on fear of change or things you’ve heard from others or seen in the media while overlooking the benefits of community living as your abilities and interests change.

Senior Living: Barriers in decision making process

This was the theme of a recent talk by Nate O’Keefe, CEO and founder of Roobrik, as part of Linked Senior’s webinar series. Nate explained that when older adults and families consider senior living options, they often need help picturing day-to-day life—everything from activities to socialization to care needs.

What is that picture? Nate shared consumer insights about preconceptions and concerns based on data from thousands of completed Roobrik assessments. He was joined by Melissa Dillon, Corporate Director of Memory Care at Senior Resource Group, who was able to give “boots on the ground” feedback about the realities of resident life.

As webinar attendees discovered, researchers’ preconceptions don’t always match with senior living reality. Watch the full discussion of what the data reveals about prospect preconceptions and Melissa’s take on senior living resident reality.

Melissa Dillon, Senior Resource Group, and Nate O’Keefe, Roobrik discuss the gap between prospect preconceptions and resident reality.