We recently sat down with the newest member of the myLifeSite customer success team, Newell Bowman Dickerman (pictured). Newell brings nearly 15 years of experience in senior living sales and marketing. In our conversation she shared insights from working with prospective and current retirement community residents and discussed the factors that influence decisions about continuing care retirement communities (CCRCs).
What is your background within the senior living industry?
Newell: I began working in senior living almost 15 years ago while still in college. For 13 of those years I was part of sales teams at continuing care retirement communities—also called life plan communities—which offer independent living along with a continuum of on-site long-term care services. My most recent position was CCRC sales director in Kansas City. I’ve worked with a range of ownership and business models, including large corporate and locally owned organizations, and both for-profit and nonprofit communities.
What were some of the top reasons why prospects told you they were considering a CCRC?
Newell: The senior living landscape is expanding, and not all new developments include the full continuum of care. Many consumers specifically prioritize retirement communities that offer assisted living and skilled nursing in addition to independent living.
Over the years I found three common reasons prospects considered a CCRC:
- They did not want to place the future burden of care on family members.
- They had recently experienced a health, home, or family event that threatened their independence.
- They had observed a loved one struggle through an unexpected health crisis without a plan, or conversely had seen the benefits when a loved one had a proactive senior living plan in place.
What were some of the main factors that made people hesitant to get on the waitlist or ultimately make a CCRC decision?
Newell: A common hesitation is the belief that independence depends on remaining in one’s current home. I’ve watched many people stay in difficult or unsafe situations because they equated independence with keeping their house. Those who moved sooner often recognized that a proactive senior living plan could preserve their independence for longer.
What do communities do to reduce stress and make the transition easier for new CCRC residents?
Newell: Communities handle transitions in different ways, but many have a “Welcome Committee” or “Community Ambassador” program that greets new residents, learns their interests and hobbies, and invites them to activities they might enjoy. These personal connections help newcomers see what daily life will look like and ease social adjustments.
Practical support for the physical move is also crucial. Many CCRCs cover part or all of moving costs and provide a list of preferred providers to help with sorting, packing, moving, and unpacking. Some prospects hire move-management professionals even before making a final decision to help them downsize and organize belongings.
How have you seen quality of life impacted by the decision to make a CCRC move?
Newell: In almost every case I observed, residents experienced an improved quality of life and often greater independence after moving to a CCRC. The notable exception is when a person waits until they can no longer manage at home; in those situations a direct move to assisted living or skilled nursing may be more appropriate.
Proactive moves tend to preserve independence and prevent crises. Isolation is common for older adults living alone in single-family homes; a move to a retirement community increases social opportunities and removes many barriers to forming human connections. The pandemic highlighted how vital community is for our wellbeing, and CCRCs can provide the social structure that enhances daily life and supports independence.