Salespeople and advertisers often get a bad reputation. Whether fair or not, a persistent stereotype follows people whose work involves selling everything from office supplies and pharmaceuticals to used cars.
At the core of that stereotype are common consumer fears: being pushed into a decision they aren’t ready to make, or feeling deceived or taken advantage of—sold something that won’t match the promises made by sales and marketing professionals. Survey data reinforces this widespread skepticism among the public.
Related: Meeting Seniors Where They Are on Their CCRC Journey
A poor perception
Gallup’s annual “Americans’ Ratings of Honesty and Ethical Standards in Professions” asks respondents to rate the honesty and ethics of 22 occupations. For 16 years running, nurses have topped the list, with a clear majority of respondents rating their ethics as high or very high. Also ranked highly are military officers and grade school teachers.
At the other end of the scale are groups like car salespeople and advertising professionals. In 2017 only a small share of respondents rated car salespeople or marketers as having high ethical standards, while a sizable proportion rated them low. Members of Congress and lobbyists also appear near the bottom of the rankings. These results make it clear that many Americans hold an unfavorable view of sales and marketing roles.
Although Gallup’s survey doesn’t specifically include general sales roles or titles tied to senior living such as continuing care/life plan community (CCRC) sales and marketing, the public perception of sales and advertising provides useful context. That broader sentiment is why I propose reconsidering the title “CCRC sales counselor.”
Related: 4 Key Factors of the CCRC Decision Process
Guidance and advice—not just a sales transaction
Deciding to move to a CCRC and choosing the right community is a major life decision, not merely a purchase. It combines housing, lifestyle, healthcare and financial considerations. Prospective residents are weighing where and how they want to live for the remainder of their lives, making information and guidance essential.
Like other consumers, future CCRC residents want confidence that the community will honor its commitments. Confidence grows from clear, transparent information about contract terms, pricing structures, refund options and the level of care provided. Prospects want to avoid surprises and be assured their savings and expectations are protected.
Related: How Do I Know If I’ll Be Happy Living in This CCRC?
Because this choice is so personal and consequential, seniors prefer to be informed and counseled about what will serve their long-term interests rather than simply “sold” something. Many have never faced a decision like this before, so they value patient, candid answers about services, fees and contingencies.
Related: Choosing a CCRC That Will Keep Its Promises (and What to Do If It Doesn’t!)
What’s in a name?
Even when a community offers excellent amenities and attractive floor plans, confusion over contracts or a lack of trust can derail the decision-making process. Because of that, the label “CCRC sales counselor” may be counterproductive.
Prospective residents could feel more comfortable and supported if the role were framed differently. Titles such as “resource counselor,” “community advisor” or working from a “residential guidance” office convey a tone of support, information and advocacy rather than a transactional emphasis. Those names sound more welcoming and better aligned with what serious prospects seek—honest guidance and clarity.
More than just a title
Changing a title alone won’t solve every problem. If someone uses a softer title but maintains a high-pressure sales approach, the new label can feel disingenuous. However, when the change in terminology reflects a real shift toward transparency, education and client-focused consultation, perceptions can change and trust can grow.
Adopting names that emphasize guidance and support signals a broader mentality shift in senior living sales and marketing—one that aligns with the needs and expectations of the next generation of prospective residents.
I welcome your suggestions for better terminology to describe the professionals who help prospective CCRC residents navigate these important decisions.