A company in central Massachusetts that specializes in retirement living — independent living, assisted living, skilled nursing and so on — is very particular about a lot of things. One of the biggest is that they never call any campus a “facility.” It’s always a “community.” This may seem like a small thing, but if you’re the likely target audience — a senior considering making such a move, or someone trying to help an aging parent find the best place for them — which speaks more to you, a facility or a community? It’s a great reminder that what we call things really matters. Do the words your team uses reflect how you want prospects to see you?
